Monthly STAR Reports

1. Monthly STAR Reports

2. Provides a quick one-page overview of performance relative to your comp set. Displays Occupancy, ADR, and RevPAR for your property and your comp set, also Index numbers and Percent Changes. For four points in time: Current Month, Year to Date, Running 3-month, and Running 12-month. Also displays basic information for the subject property and the report settings at the top. Monthly Performance at a Glance

3. Monthly Performance at a Glance

4. Use this page to obtain a quick performance overview of the subject hotel compared to the comp set. Check the KPI Index Numbers for the current month. Check KPI actual values for your hotel and the comp set. Check the Percent Changes for the Indexes and the actual values to analyze year-over-year performance. Compare the Current Month metrics to the other time periods displayed to see how the current month performance compares to recent trends. Running Index numbers and Percent Changes will provide a longer term perspective. At a Glance - Hints

5. Provides a historic comparison of your property to your comp set over time. Displays Occupancy, ADR, and RevPAR, as well as Percent Changes, Index numbers, and Ranking information. Shows 18 months of monthly data and 3 years of Year to Date, Running 3-month, and Running 12-month. Graphs monthly indexes (line graph) and RevPAR Percent Changes (separate bar graphs for YTD and Running numbers). Competitive Set Report

6. Competitive Set Report

7. Competitive Set Report – Graph of Indexes The dotted line represents an Index of 100. The graph shows 18 months of Occupancy (blue), ADR (green=$), and RevPAR (brown) indexes by month. Allows you to see interaction of indexes over time.

8. Competitive Set Report – Another Sample Graph Here is a hypothetical scenario. In April the general manager decided to raise rates. They may have thought they had a loyal customer base. What happened? (The occupancy was immediately affected to a significant degree.) The hotel continued for several months and ADRs were still affected. In June the hotel lowered rates and Occupancy returned. Did the general manager do the wrong thing? (No, they should be trying things like this. It did not have the intended results.) What else could they try?

9. Competitive Set Report – Monthly Data Tables The monthly table displays 18 months of occupancy, ADR and RevPAR for your hotel versus the competitive set. Includes Percent Change calculations, Index numbers, and Ranking information. (Index = Property performance / competitive set performance X 100)

10. Competitive Set Report – Multi Month Data and Graphs The tables display 3 years of YTD, Running 3-month and Running 12-month data with Percent Changes, Index numbers, and Ranking information Graphs display RevPAR Percent Change

11. Review the graphs to see the interaction of the different indexes over time. Check the monthly data to compare current month numbers to trends over last several months. Check the Running data (YTD, Running 3, and Running 12) to compare current numbers to prior years. Compare Indexes and Ranking numbers. Check the percent changes to see improvement trends over different time periods. Comp Set Report - Hints

12. Look for trends in the Ranking numbers when it comes to actual values. Are the Ranking numbers trending in any direction over time? Check the monthly Ranks and the Ranks for the Running time periods to see longer trends. Check the Percent Change Ranking numbers as well. How many hotels are increasing (improving) in certain metrics faster or slower than the subject hotel? Ranking Data - Hints

13. Instead of a Summary Page, Non-North American hotels receive a Industry Segment page (tab 4) that is very similar to the Competitive Set page (tab 3). (All hotels receive the Comp Set page.) The Industry page compares the subject hotel to the best sufficient industry segment such as Submarket Class or Market Class. The order/precedence that is used is described on a prior slide. Depending upon participation the hotel may be compared to a collapsed class such as Luxury and Upper Upscale Class Combined. All the metrics are the same as the Competitive Set page. Industry Report – for Non-North American hotels only

14. The format of this page is almost identical to the Comp Set Report page. The Industry Report does not include a Ranking number for obvious reasons. The Industry Report does include Index numbers which are derived using the same formula except in this case you use the value of the subject property and the industry segment. Subject Prop value / Industry Segment value * 100 Industry Report continued

15. Industry Report (for Non-North American hotels)

16. Drills down into daily data by each day of week and subtotals by Weekday and Weekend. Provides Occupancy, ADR, and RevPAR for property and comp set, plus Index numbers and Percent Changes. Allows you to compare DOW and WD/WE performance for Current Month, YTD, Running 3 and Running 12-month. The graphs at the top display the Occupancy and ADR for the subject and comp set. They make it clear who is winning or losing on each separate day of the week. Day of Week and Weekday Weekend Report

17. Day of Week and Weekday/Weekend Report

18. Displays Occupancy, ADR, RevPAR, and Percent Changes for each day of the week for the Current Month, Year-to-Date, Running 3-month and 12-month periods. Day of Week and Weekday/Weekend Report – Day of Week Data

19. Day of Week and Weekday/Weekend Report – WD/WE Data Occupancy, ADR and RevPAR shown for weekday/weekend for the Current Month, Year-to-Date, Running 3-month, and Running 12-month time periods.

20. Compare subject versus comp set performance on specific days of the week to look for opportunities to improve. Your hotel (the subject hotel) might be comfortably beating the comp set when it comes to monthly numbers, but might be losing on specific days. Compare current month and recent (Running 3-month) performance to historic data (YTD, Running-12 month) to check for trends and market changes. Check Percent Changes. Are hotels in your comp set working to improve on specific days? Day of Week and Weekday/Weekend Report - Hints

21. Many people will use the Weekday and Weekend numbers to approximate Business versus Leisure performance. Some hotels might need a totally different strategy when it comes to Weekdays versus Weekends. Some hotels will even have different comp sets to analyze Weekday and Weekend performance. There are also reports that analyze Group and Transient data separately on Weekdays versus Weekends. Day of Week and Weekday/Weekend Report – Hints continued

22. Hotels outside of North America receive an additional page after the “Day of Week and Weekday/Weekend” tab, called the “Day of Week and Weekday/Weekend – Industry” page. The pages are identical, but the Industry tab compares the subject property to the best sufficient industry segment, such as Submarket Class. The same order/precedence of industry segments is used as described previously. This makes it possible to compare the related metrics of your hotel (the subject) and the comp set to the industry segment. Day of Week and Weekday/Weekend – Industry page for Non-North American hotels

23. Provides a recap of all the daily data for the current month. The metrics displayed are similar to the Comp Set page: KPIs for the subject and competitive set, Percent Changes, Ranking info. Helps you reconcile the daily data to the monthly results. If you had a good month and can’t remember the details, you can look back to this page to see the daily performance detail. Graphs daily index values during the month. This graph will be similar to the monthly graph on the Comp Set page. Daily Data for the Month

24. The numbers displayed on this page should be similar to the daily data from your weekly reports, specifically the MTD page on the Weekly Report that included the last day of the month. The numbers might be different if there are hotels in your comp set that submit monthly data and don’t submit daily data. Check your Response Report to be sure. There also may be minor changes due to adjustments. There are two types of adjustments: Adjustments made to monthly data not reflected in daily data Adjustments made to daily data after the fact that may not show up on weekly reports. Daily Data for the Month - continued

25. Daily Data For Month – My Property vs. Competitive Set

26. The graph shows daily indexes for the month for Occupancy (blue), ADR (green=$), and RevPAR (brown). The dotted line represents an index of 100. Allows you to see interaction of the different indexes during the month. Daily Data For Month – Graph

27. Compares the subject property data to the comp set. Displays Occupancy, ADR and RevPAR for each day of the entire month. Includes Index numbers and Ranking information. The Percent Change section shows these values for each metric. Daily Data For Month – Data Tables

28. Remember the Percent Changes displayed on the Daily Data for the Month page are based upon comparable days. So a specific day this year is compared to the same day of week last year with a date that will be close (one or two days off). Sometimes when you want to analyze performance for special events or holidays, they may not match the comparable days last year. You can copy data from this page and from pages of past reports into a separate Excel file to help perform these types of analysis. Hints - Daily Data for the Month

29. Hotels outside of North America receive an additional page after the “Daily Data for the Month” tab, called the “Daily Data for the Month – Industry” page. The pages are identical, but the Industry tab compares the subject property to the best sufficient industry segment, such as Submarket Class. The same order/precedence of industry segments is used as described previously. This makes it possible to compare the related metrics of your hotel (the subject) and the comp set to the industry segment. Daily Data for the Month – Industry page for Non-North American hotels

30. The Segmentation at a Glance page provides a quick overview for the current month and YTD. This page displays Occupancy, ADR, and RevPAR totals and a breakdown by: Transient Group Contract This page also displays related percent changes and indexes. See the prior definitions for these segments. Segmentation at a Glance

31. Segmentation at a Glance

32. The Occupancy values for Transient, Group, and Contract will add up to the Total. So you see where the total Occupancy came from, which segments. The ADR and RevPAR values average together to get to the total number. So you can see which segment was highest and what the differences are. You also can compare your metrics (the subject hotel) to the comp set and see if your competitors seem to perform similar to you for each of the different segments. If there are dramatic differences, you might consider reevaluating your comp set or selecting an additional comp set that more closely reflects your segmentation performance. Hint - Segmentation at a Glance

33. The Additional Revenue RevPAR Analysis page displays Revenue Per Available Room for Rooms, Food & Beverage, Other Revenue, and Total Revenue. The format is the same as the Analysis pages. It displays 18 months of monthly data and 3 years of YTD, Running 3 and 12-month data and Percent Changes. The page also displays Ranking numbers that compare the subject property to the comp set. See the prior definitions for the Additional Revenue segments. Additional Revenue pages

34. Additional Revenue RevPAR Analysis