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Importance of Hotel Data

Importance of Hotel Data. Congreso Nacional de Hoteleros de Chile. Thomas Emanuel. Director of Business Development. Valdivia. 28 th September 2014. Who are STR Global? Why Benchmark? STAR Report Global Hotel Performance Regional Hotel Performance Chilean Hotel Performance

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Importance of Hotel Data

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  1. Importance of Hotel Data CongresoNacional de Hoteleros de Chile Thomas Emanuel Director of Business Development Valdivia 28th September 2014

  2. Who are STR Global? Why Benchmark? STAR Report Global Hotel Performance Regional Hotel Performance Chilean Hotel Performance Questions

  3. Who are we? • STR in North America and STR Global internationally • Privately held with 27 years of experience we have long-established credibility and integrity • Confidentiality of data assured • Meticulous quality control processes • No individual, brand or company data ever disclosed • Largest source of independently collected global performance data • 49,700 hotels, 6.7 million hotel rooms globally • 9,710 hotels, 1.37 million rooms across EMEA • 6,100 hotels, 1.2 million rooms across ASPAC • 760 hotels, 122,000 rooms across CSA • Unparalleled depth and breadth of market coverage • 461 markets, 1442 submarkets in 168 countries across 6 continents • Historic data on most markets back to 1996 • Supported by majority major international and national hotel chains and independent hotels

  4. Global offices Beijing, Dubai, Guangzhou, Jakarta, London, Milan, Nashville, Sao Paolo, Singapore, Sydney, Mumbai & Tokyo

  5. Why should hotels benchmark?

  6. ‘In the business world, the rear view mirror is always clearer than the windshield’ Warren Buffett

  7. ‘Bad news is not like a fine wine, it doesn’t improve with age.’ Colin Powell

  8. ‘Benchmarking is simply about making comparisons with other organisations and then learning the lessons that those comparisons throw up.’ European Benchmarking Code of Conduct

  9. What is benchmarking? • The continuous process of measuring your products, services and business practices against your toughest competitors or against industry leaders • Tool to enable a company to perform at ‘best-in-class’ level in any given business process • Identify, quantify and prioritise improvement opportunities offering the greatest potential return, plus highlight areas of risk

  10. Who’s performing better? Benchmarking your hotel against the competition

  11. The Value of Benchmarking – Property Level Rooms Are my occupancy levels any good? How do my average rates compare to my competitors? How is my week versus weekend business? Am I growing my share of the market? Am I going to get my bonus Is my revenue strategy right? Does my Sales & Marketing effort need changing? Other operating departments Do my F&B outlets generate as much revenue as my competitors? How efficient is the hotel at converting revenue to profit? How does my payroll compare with the industry norm? Guest service How did our guests rate their experience? Could our service standards be improved?

  12. Why Benchmark ? • Identify and maximise revenue opportunities • Make informed business decisions – based on facts • Assist with Budgeting process • Plan marketing and sales activities • Fine-tune your pricing strategies • Analyse competitive markets specific to your hotel • Spot trends and be alerted to changes in market conditions • Be profitable during a downturn • Forecast changes in demand and supply

  13. Measurements of Performance • OccupancyNo. of rooms sold %No. of rooms available • ADRNet Room Revenue Rooms sold • RevPARNet Room Revenue OR Occupancy X ADRNo. of rooms available • Market Indices MPI, ARI, RGI • subject hotel divided by comp set • Financial GOPPAR, TrevPAR

  14. Hotel Survey STAR Report Annual subscription Your performance vs. Competitive set of your choice Free programme for participants Your performance vs. the geographical market • STAR vs Hotel Survey • Rooms sold, rooms revenue & available rooms • We send our reports • via email or our online tool @ www.strglobal.com

  15. Report: Hotel Survey FREE Information about the market

  16. STAR Report $ FREE Information about a specific group of competitors Information about the market

  17. The STAR Report • Simply submit: • Rooms sold • Rooms available • Rooms revenue

  18. Why Benchmark? Key features of the STAR report • Glance tab (tab 1) • A snapshot of recent performance • Three main KPI’s • Trends; YTD, running 3, running 12 • Index; market share

  19. Why Benchmark? Key features of the STAR report • Monthly Comp Set Comparison (tab 2) • Monthly performance (last 18 months) • Three main KPI’s • Index; market share • Rank • Percentage change • Visuals

  20. Why Benchmark? Key features of the STAR report • Day of Week Comparison (tab 6) • 3 KPI’s • Establish strong and weak nights of the week • Implement and monitor sales/revenue strategies • Weekend/Weekday comparison

  21. Why Benchmark? Key features of the STAR report • Daily data by month (tab 8) • Daily data shown by date • Three main KPI’s • Use historical data to forecast for annual events etc.

  22. Why Benchmark? STAR & Survey Lite – available in Spanish

  23. STR Competitive Set Guidelines Individual data is confidential and will never be isolated/published Minimum 4 reporting hotels (excluding my property) Single hotel or chain can’t have more than 40% of the room supply Single company can’t have more than 60% of the room supply Your competitors have one or several similarities with you this could be: Geographic - Location Services – Amenities Target market May have multiple competitive sets & include/ exclude your own hotel.

  24. Confidentiality & security • Our business is your business – it’s in our best interest to ensure confidentiality and security of data • Trustworthy, third party provider • Aggregated data – your individual performance is never isolated • Never report on less than 4 properties – to eliminate potential isolation • Strict data reporting guidelines • Data checks • GIGO – Garbage In Garbage Out

  25. The STAR Report Options • Analyse your hotel’s performance: • Daily / Weekly / Monthly • ‘Push’ Reports delivered automatically via e-mail • ‘Pull’ Reports 24/7 – via our Online Tool • SPECIAL OFFER FOR CONGRESO NACIONAL DE HOTELEROS DE CHILE!

  26. Global Performance

  27. Our Coverage +49,700 Hotels & +6.7 Million Hotel Rooms

  28. Our Coverage Hotels & Hotel Rooms +8.5K +6.1K +650 +760 +33K +560 Hotels +1.1M +1.2M +118K +122K +3.9M +147K Rooms

  29. Census Global Picture Branded vs. Unbranded rooms – July 2014 Branded 41% 59% Unbranded 58% 65% 42% 35% 50% 50% 42% 38% 58% 62%

  30. Global Picture Pipeline % increase # of rooms 3% 41% 7% 14% 8% 15%

  31. Global picture Supply & Demand Supply & Demand % Change, July 2014 YTD

  32. Global RevPAR Map July 2014 YTD RevPAR % change, in Constant Currency USD, Europe in EUR +5.5% +4.4%€ +7.7% +1% +3.5% +17.1% -3.0% +6.3%

  33. Regional Performance

  34. Spotlight Americas Market performance – Occ %, ADR $ and RevPAR $, July 2014 YTD, CC$ North America Caribbean Central America South America

  35. Central & South America Room Supply/Demand % Change 12 months moving average Jan 2006 to July 2014

  36. Central & South America Occ/ADR % Change 12 month moving average Jan 2006 to July 2014, in USD

  37. Central & South America Classes Occ and ADR July 2013 & 2014 YTD, in USD

  38. Central / South Americas Countries Occ, ADR July 2014 YTD, in USD

  39. Central / South America (excl. Venezuela) Countries Occ, ADR July 2014 YTD, in USD

  40. Central / South America Countries Occ, ADR % Chg July 2014 YTD, in local currency

  41. Central / South America (Excl. Venezuela) Countries Occ, ADR % Chg July 2014 YTD, in local currency

  42. Central & South America Markets Occ, ADR July 2014 YTD, in USD

  43. Central & South America Markets Occ, ADR % Chg July 2014 YTD, in local currency

  44. Chilean Performance

  45. Santiago Room Supply/Demand % Change 12 months moving average Jan 2006 to July 2014

  46. Santiago Occ/ADR % Change 12 month moving average Jan 2006 to July 2014, in CLP

  47. Santiago Performance Jan 13 – Jul 14 Occ, ADR July 2014 YTD, in CLP

  48. Regional Chile Performance Jan 13 – Jul 14 Occ, ADR July 2014 YTD, in CLP

  49. How is the weekend business in Santiago? Occupancy, local currency, weekday vs. weekend performance

  50. How is the weekend business in Santiago? ADR, local currency, weekday vs. weekend performance

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