1. The STR SHARE Center and the
“Certification in Hotel Industry Analytics”
EuroCHRIE, 2013
ANGELL Academy, Freiburg, Germany
Steve Hood
Sr VP of Research, STR
Founding Director of the SHARE Center
, ext 3315

2. The STR SHARE Center
“SHARE” stands for “Supporting Hotel-related Academic Research and Education”
The SHARE Center is a global partnership between ICHRIE (the International Council on Hospitality, Restaurant, and Institutional Education) and STR
The mission:
Provide thorough and timely data for academic research
Provide comprehensive and relevant training materials for the classroom

3. STR (Smith Travel Research)
The recognized leader in hotel research, STR provides a benchmarking service to the industry.
STR obtains performance data from over 70% of US hotels and 50% of WW hotels, including 95% of chain hotels and most significant independent hotels.
STR provides monthly, weekly, and daily STAR Reports to nearly 50K hotels.
STR maintains a Census database of over 150,000 hotels throughout the world.

4. Benchmarking 101: my hotel vs. the competition
Which manager gets the bonus (in a “vacuum” and then with comp set data)?
This demonstrates how STR serves the hotel industry.

5. Who does STR serve?
Hotel Companies and Hotels (most GM’s bonuses related)
Convention & Visitor Bureaus, Tourism and travel organiza- tions, Hotel associations (AHLA, US Travel, Germany, Swiss, Austria)
Developers, Consultants, Appraisers (all use STR data)
Wall Street, Accounting, Financial firms (all hotel-related orgs)
Media (Wall St Journal, USA Today, Financial Times, London Times)
International hotel conferences (presentations)
Hotel vendors (HBO, Starbucks, Google, Expedia, LodgeNet, Sealy)
Governments (US: GSA, FEMA, Commerce, BLS, NPS; Australia)
Academia (universities, professors, students)

6. Brief History of STR
1985 – founded, started collecting hotel census data
1987 – started collecting monthly performance data
1992 – started collecting Canada, Mexico, and Caribbean data
1997 – started collecting worldwide performance data
1999 – started collecting daily performance data
2001 – started collecting segmentation (group/transient) data
2003 – started collecting pipeline data
2008 – launched STR Global (offices in London, Milan, Singapore, Beijing, Guangzhou, Tokyo, Dubai, Sydney, Jakarta, Mumbai)
also launched HotelNewsNow.com (free news service)
2009 – launched STR Analytics, RRC, and Hotel Data Conference
2011 – launched the SHARE Center

7. There are now 190 member universities from 30 countries around the world
United States
Ivy Tech Community College
San Francisco State Univ
Univ of South Carolina – Beaufort
HR Academy (KRS)
Arizona State Univ
James Madison Univ
San Jose State Univ
Univ of South Florida
Inst of Tourism & Hotel of Quebec (CAN)
Atlantic Cape Community College
Johnson & Wales – Charlotte
South Dakota State Univ
Univ of Tennessee
Auburn Univ
Johnson & Wales – Denver
Southern Methodist Univ
Univ of Texas
Intl Hochschule Bad Honnef (GER)
Ball State Univ
Johnson & Wales – North Miami
Southern Oregon Univ
Univ of Washington
KonKuk Univ (KRS)
Baruch College
Johnson & Wales – Providence
Southern Utah Univ
Univ of West Florida
KTH Royal Inst of Technology (SWE)
Berry College
Kansas State Univ
Southwest Minnesota State Univ
Univ of Wyoming
Kyung Hee Univ (KRS)
Black Hills State Univ
Kendall College
SUNY Delhi
Virginia State Univ
Leiden Univ (NTH)
Boston Univ
Kent State Univ
SUNY Plattsburgh
Virginia Tech Univ
Lincoln Univ (NZL)
Bradley Univ
LaGuardia Community College
Temple Univ
Washington State Univ
Meio Univ (JPN)
Brevard College
Lake Michigan College
Texas A&M Univ
West Virginia Univ
MODUL Univ Vienna (AST)
California State Polytechnic Univ
Lasell College
Texas Tech Univ
Western Carolina Univ
National Kaohsiung Univ (TRC)
California State Univ – East Bay
Longwood Univ
Univ of Akron
Western Illinois Univ
National Univ of Singapore (SNG)
California Univ of Pennsylvania
Lynn Univ
Univ of Alabama
Western Kentucky Univ
Niagara College (CAN)
Central Connecticut State Univ
Massachusetts Institute of Technology
Univ of Arkansas
Widener Univ
Oxford Brookes Univ (UKM)
Cheyney Univ of Pennsylvania
Univ of Central Florida
William and Mary Univ
Ozyegin Univ (TUR)
Clemson Univ
Metropolitan State Univ Denver
Univ of Colorado
Yale Univ
Prince of Songkla Univ (THA)
Colgate Univ
Miami Dade College
Univ of Delaware
York College of Pennsylvania
Ryerson Univ (CAN)
College Of Charleston
Michigan State Univ
Univ of Denver
Youngstown State Univ
Schweizerische Hotelfachschule Luzern (SWI)
Colorado State Univ
Mississippi State Univ
Univ of Florida
Global
Columbia Univ
Missouri State Univ
Univ of Hawaii
Algonquin College (CAN)
Selkirk Univ (CAN)
Cornell Univ
Mt Hood Community College
Univ of Houston
Beijing Hospitality Inst (CNA)
Sheffield Hallam Univ (UKM)
Dakota County Technical College
New Mexico State Univ
Univ of Kentucky
Cavite State Univ (PHL)
Stenden Univ (NTH)
Delaware State Univ
New York Univ
Univ of Maryland Eastern Shore
Cesar Ritz Univ (SWI)
Sun Yat-Sen Univ (CNA)
DePaul Univ
Niagara Univ
Univ of Massachusetts - Amherst
Chinese Univ of Hong Kong (CNA)
Swiss Inst of Management (SWI)
East Carolina Univ
North Dakota State Univ
Univ of Memphis
Conestoga College (CAN)
UNISA (AUS)
Eastern Michigan Univ
Northern Arizona Univ
Univ of Miami
Dublin Inst of Technology (IRE)
Univ of Amsterdam (NTH)
Fairleigh Dickinson Univ
Northern Illinois Univ
Univ of Minnesota
Dusit Thani College (THA)
Univ of Croatia (CRO)
Ferris State Univ
Northampton Community College
Univ of Mississippi
Ecole Hoteliere Lausanne (SWI)
Univ of Deusto (SPA)
Florida Atlantic Univ
Northwestern Univ
Univ of Missouri
Ecole Polytechnique (FRA)
Univ of Guelph (CAN)
Florida Gulf Coast Univ
NYIT School of Mgmt
Univ of Missouri – Kansas City
Emirates Academy (UAE)
Univ of Macau (CNA)
Florida International Univ
Ohio State Univ
Univ of Nevada – Las Vegas
ESHotel Paris (FRA)
Univ of Nevada Las Vegas (SNG)
Florida State Univ
Oklahoma State Univ
Univ of New Hampshire
Essec Business School (FRA)
Univ of Rijeka (CRO)
George Washington Univ
Old Dominion Univ
Univ of New Orleans
Estonian School of Hotel & Tourism (EST)
Univ of Southern Queensland (AUS)
Georgetown Univ
Pennsylvania State Univ
Univ of North Carolina - Greensboro
Georgia State Univ
Pepperdine Univ
Glion Inst of Higher Education (SWI)
Univ of Surrey (UKM)
Grand Valley State Univ
Portland State Univ
Univ of North Texas
Univ Panamericana (MEX)
Harvard Univ
Purdue Univ
Univ of Pennsylvania
Griffith Univ (AUS)
Univ San Ignacio De Loyola (PER)
Hocking College
Purdue Univ – Calumet
Univ of Pittsburgh
Haaga-Helia Uas (FIN)
Univ do Algarve (POR)
Howard Community College
Purdue Univ – Fort Wayne
Univ of Pittsburgh – Bradford
Harbin Inst of Technology (CNA)
Vancouver Island Univ (CAN)
Husson Univ
Richard Stockton College of NJ
Univ of San Diego
Hazara Univ (PAK)
Victoria Univ (AUS)
Iowa State Univ
Roosevelt Univ
Univ of San Francisco
Hong Kong Polytechnic Univ (CNA)
Yeditepe Univ (TUR)
San Diego State Univ
Univ of South Carolina
Hotelschool The Hague (NTH)

8. Schools Involved
Members include leading hotel & tourism schools such as Cornell, EHL (Ecole Hoteliere Lausanne), Hong Kong Poly, and the Emirates Academy.
They also include smaller schools such as Western Kentucky University, Atlantic Cape Community College, and Dakota County Technical College.
Member universities also include Columbia, Georgetown, Harvard, Yale, MIT, and Northwestern Universities. Some of these schools do not have hospitality programs, but do have Real Estate departments.
There are close to 70 non-US schools and that number is growing rapidly.

9. What’s included in a SHARE Center membership?

10. Hotel Related Data Hotel Performance (Occupancy, ADR, RevPAR) data
Hotel Profit & Loss (accounting) data
Hotel Pipeline & Supply data
Hotel Census data
Hotel Company information
Property & Room Counts
Forecast reports
Hotel Sales Transaction data
User-defined Destination reports
Ad-hoc Industry data files for research

11. Hotel Performance Data (Trend Report)
Performance data includes Occupancy, Average Daily Rate, RevPAR, Supply, Demand, and Revenue
Several different types: Monthly, Daily, Weekday/Weekend, Running 12-month, and Group/Transient
Historic data back to 1987 for any area of the world
You can select a geographic area (city, county), a type of hotel (luxury, resort), or even select specific individual hotels
Provided in Excel file with raw data, easy to work with
“Trend Report” is the most popular report for professors

12. Sample Trend Report - Classic Monthly data page
Track changes in the key performance indicators for a group of hotels over time.
Graph metrics or raw data. Compare multiple markets. Lots of uses.

13. Sample Trend Report - Daily Raw Data Page
Lots of different types of performance data.
Daily data allows you to study special events and conduct impact analyses.
You can select whatever group of hotels you need. (There are some rules.)
Trend report displays the average of all the hotels that you select.

14. Hotel Pipeline and Supply Data
Includes “Historic Supply” data, what hotels have opened in the last 5 years, as well as conversion activity
Includes future “Pipeline” information – hotels under construction and in various phases of planning
Also detailed data on existing hotels and pipeline projects
You can select a geographic area (city, state, country) anywhere in the world
Professors can use for feasibility/development studies, supply analyses, market studies, or to help with forecasting

15. Sample Pipeline Report – Supply Summary
Shows types of hotels opened in the last 5 years and in the next couple of years

16. Sample Pipeline Report – Scale and Brand Summary
Pipeline Reports include detailed data by Scale and brands, changes to existing supply (conversions, opens/closes, adds/drops) and details on existing hotels and Pipeline projects

17. Hotel Profit and Loss Data
Annual P&L accounting information: revenues, expenses, profits, payroll, cost of goods sold, fixed charges, GOP, …
Historic data back to 1990 for many areas of the world
You can select a geographic area (city, country), a type of hotel (luxury, resort), or even select specific individual hotels
Provided in Excel file with raw data, easy to work with
Accounting professors can demonstrate P&L data for live hotels (average only), study actual results over time, compare P&L information for different types of hotels

18. Sample HOST (Hotel Operating Stats) Report

19. Sample HOST (Hotel Operating Stats) Report continued

20. Destination Data/Report
Ongoing hotel performance data (Occupancy, ADR, …)
You can select destinations (areas) of interest, such as cities or groups of hotels around your campus, or any other geographic areas around the world
Weekly and/or monthly reports will be ed to you with updates on the hotel performance in these areas
Tourism and lodging operations professors can track performance of user-defined groups of hotels, observe how special events affect metrics, and teach forecasting

21. Sample Destination Report – Multi-Segment page
Destination Reports are used by CVBs, tourism organizations and hotel associations.
Professors can use them to demonstrate tourism-related research.
You can also select groups of hotels, cities, or countries and track performance.

22. Hotel Sales Transaction Data
Detailed information on hotel sales back to 2000
You can select a geographic area or specific transactions
Hotel Census Data
Attribute information on hotels any where in the world
Over 100 fields of data including categorizations, features, amenities, history, meeting space info, latitude/longitude
Professors can use hotel census data for market analyses or competitor studies

23. Hotel Company Information Property and Room Counts
Chains, parent companies, management companies, owners, and asset mgmt companies - stats, financial info, coverage
Property and Room Counts
Size and structure information by various subtotal fields for groups of hotels around the world, great for market studies
Forecast Data
Projected performance information for markets around the world, detailed estimates for all metrics, great to introduce hotel-related forecasting

24. Ad-Hoc Industry Data Files Reference Information
Files can provide large volume of raw performance data for professor’s or student’s research projects. You can pick cities, countries, or groups of hotels.
Reference Information
Chains and Scales – which chains in which scales
Parent Companies and Brands – which chains in which parent comps
Markets and Tracts
Additional geographic and non-geographic breakdowns
Maps

25. Access to Articles/Presentations
is a free electronic news service focused on global industry performance, recent conferences, latest developments, and hot topics
3 years of articles available with search capability, great for preliminary research
Industry Publications
US schools receive US Monthly and Weekly Hotel Review
Non-US schools receive a Global Review (Americas, Europe, Asia Pacific, or Mideast Africa) and Country Reports
Helps professors and students keep up on hot topics & current events, stay connected to industry

26. In addition to data - Research Related Support
Collaboration assistance for professors
Special data requests for professors doing research
Help merging/correlating third party data (with STR performance data)
Regular SHARE newsletter for professors
Educator forums, connecting industry with academia
Webinars for faculty or students
Speaker support for Deans, Directors and Department Heads (We can make you look like “you have your finger on the pulse of the hotel industry”.)

27. Training Programs such as:
Hotel Industry Analytical Foundations
Who are the players, affiliations, size and structure, categorization basics, benchmarking in the hotel industry, competitive sets, creating, changing, rules, stats, additional
Hotel Math Fundamentals, the metrics used by the Hotel Industry
Foundational metrics, definitions, formulas (sup, dem, rev, occ, ADR, RevPAR, % changes, multi-year, index, ranking), methodologies, interpreting the numbers, Excel-based
Property Level Benchmarking (STAR Reports)
Step though each page of a monthly, weekly, and daily STAR report; how do hotel managers use the data to make strategic decisions, hints, questions, case scenarios
Hotel Industry Performance Reports (Trends, Ad-hoc Reports, and Destination Reports)
Step through each page of each ad-hoc report (Trends, Pipeline, HOST, Forecast, Destination Reports, others), explain all the metrics and how they are used, hints
PowerPoint presentations w/ slides; professors can personalize; Includes hints, discussion questions, case scenarios, and application exercises; other classes available

28. Comprehensive Set of Sample Reports
Property Reports
Monthly, Weekly, Daily STAR Reports
Different types of hotels (by scale and and for cities around the world)
Ad-Hoc Reports
Every type for various sample cities
Destination Reports
Actual reports received by real CVBs and tourism organizations
Professors can use sample reports to demonstrate in class or for student projects. Provide experience with actual reports.

29. Help with Student Research Projects
Hotel-Related Overviews
Selected Hotel Comparative Study
Correlating Hotel & Other Travel Data
Local Market Overview
Development Potential
Comparable Market Analysis
Market Segment Research
Tracking Ongoing Performance
Existing Supply Analysis
Weekday/Weekend and DOW Analysis
Conversion Activity Analysis
Group versus Transient Analysis
Future Supply Analysis
Seasonality Analysis
Profitability Study
School Vacation/Schedule Analysis
Destination Forecasting
Compression/Overflow Analysis
Impact Analyses
Sellout Night Analysis
Special Studies
Weather-Related
Sporting Event
Traveler Origin/Intention, Visitor Profile
Holiday Shift Study
Guest Satisfaction/Review Analysis
Crisis-Related
Feasibility Study
Potential Special Event
Valuation
New Attraction
Financial Statement Analysis
Students can obtain “hands-on” experience working with live data.
Framework is provided to help guide students through actual projects.

30. The “Certification in Hotel Industry Analytics”

31. “Certification in Hotel Industry Analytics”
Since we started the SHARE Center, the single biggest request from professors was for some sort of student certification.
Considerable interest in having a “stamp of approval” on students graduating from hospitality programs.
At the end of 2011, we met with ICHRIE and EI (the Educational Institute of the AHLEI) and decided to offer a student certification as a joint effort.
The primary contacts are Cynthia Deale (ICHRIE), Chris Jack (EI), and Steve Hood (STR SHARE Center).

32. Progress Update
A pilot program was launched in the summer of 2012 with 80 professors from 50 universities. Over 370 students received the CHIA certification. Participants were surveyed and improvements were made.
There are now 125 universities involved, from the US, Canada, South/Central America, Europe, Asia, and the Mideast/Africa. There are 40 non-US schools.
Thirteen Train the Trainer sessions have been conducted for 220 professors. Training materials, learning objectives, and exam questions were reviewed . The program was fine tuned with feedback from professors.

33. Certification Basics
The official name is “STAR Certification in Hotel Industry Analytics”. The abbreviated name is “CHIA”.
The certification is offered jointly by the ICHRIE, EI (the Educational Institute of the AHLEI), and the STR SHARE Center to undergraduate and graduate students.
Universities that are interested in offering the certification are required to send at least one professor to a Train the Trainer session. There is no charge for this session to members of the SHARE Center.
Schools are using a variety of different formats to present the training to their students (Capstone, Lodging Operations, Revenue Management, lab, workshop).

34. Certification Details
The exam cost to the student is $75. Need-based scholarships will be considered.
Training is focused on 4 content areas: Hotel Analytical Foundations, Hotel Math Fundamentals, Property Level Benchmarking, and Hotel Industry Performance Reports.
Testing is administered by EI. There are 50 questions on the exam and the minimum passing score is 70%.
Students receive certificates and can use the “CHIA” designation after their name on their resume or CV. Names and schools are listed on the EI website.

35. Certification Description
This is the only hotel-related certification for university students graduating from Hospitality and Tourism programs.
This recognition provides evidence of a thorough knowledge of the foundational metrics, definitions, formulas, and methodologies that are used by the hotel industry.
Recipients have proven that they can “do the math” and interpret the results.
They have demonstrated an ability to analyze various types of hotel industry data and to make strategic inferences based upon that analysis.
Certification also confirms a comprehensive understanding of benchmarking and performance reports.
Designees have a grasp of the current landscape of the hotel industry, including relevant current events.
Achieving this distinction announces that you have a place among the best graduates in your profession and opens the doors to future career opportunities.

36. Certification Next Steps
The certification program was introduced at EuroCHRIE in October and at AsiaPacCHRIE in May The first European “Train the Trainer” session was conducted in April at EHL. The first Asian TTT was conducted in May at Hong Kong Poly.
Additional “Train the Trainer” sessions are scheduled:
February at COHREP in Manila, hosted by Univ of Santo Tomas
February at Oxford Brookes University, near London
March at STR US office in Nashville, Tennessee
April at University of Guelph, Canada
May at AsiaPacCHRIE in Kuala Lampur, hosted by Taylors
More sessions being planned (HK, Beijing, Singapore, …)
Next October at EuroCHRIE in Dubai, hosted by Emirates Academy
Online TTT sessions are also being planned

37. CHIA Certification and the Industry
The industry is aware of the CHIA Certification. One major hotel company recently asked a hospitality and tourism department head for her list of CHIA-certified students for two RM trainee positions and hired two.
We’ve heard great industry feedback from graduates.
Several companies have asked if they can obtain the CHIA training for their staff. We have conducted pilot programs where we have offered the CHIA Certification to several major hotel companies.
We will be making formal announcements in the near future. The industry version of the CHIA will be jointly offered by AHLEI and the STR SHARE Center.

38. New SHARE Center Developments

39. New SHARE Center Developments
Dropbox
Professors are sent links and can set up accounts
Provides easy access to all of the latest resources
Quarterly Newsletter
Focused on specific types of data and reports
Show how professors are using data/resources in the classroom
Highlight examples of research from professors and students
Linked In group – increase communication and interaction

40. New Developments continued
YouTube Channel – online videos, introductions to available resources
Brainsharks – presentations with audio for all of the four core training programs, great way for professors to learn or to refresh
Data Access/Requests
Increasing response time
Tracking projects that involve larger or more complicated data needs

41. We would be delighted to have you and your university involved in the SHARE Center!
Let us know if you are interested, or
To get started, there is just a simple form to fill out.
We offer complimentary trial memberships, so schools can have an introduction to the data and resources.
We are sensitive to budget challenges. We never want a school to miss out due to financial issues. Let us know if you need help.

42. Let us know how we can help you, your faculty, and your students
We would be glad to conduct a webinar for your faculty to introduce them to all of the materials that are available.
Professors can talk about data that they need for the classroom or student projects.
Professors can also discuss data that they need for their research.
We will be glad to send you sample reports on areas of interest.

43. We look forward to working together! Steve Hood, steve@str.com
, extension 3315
Duane Vinson,
, extension 3329