Property Level Benchmarking with

the STAR Reports – Review Version

The SHARE Center

Supporting Hotel-related Academic Research and Education
 Table of Contents
• STAR Report Foundations – brief review of Hotel
Industry Foundations and Hotel Math Fundamentals

• Introduction to the STAR Report

• Monthly STAR Reports
• Weekly STAR Reports
• Additional Property Reports – optional supplement
‒ Daily STAR Reports
‒ Online Reporting Tool
‒ Raw Property and Comp Set Data Files
 Note regarding Application Exercises
• There are Application Exercises that are suggested at the
end of each section. These are very valuable since they
offer hands-on experience working with live reports and
hotel data.

• There are sample Monthly and Weekly STAR Reports for

a variety of different hotels (different scales and
markets) that relate to these exercises. The reports
contain life-like data, but are not live reports for actual
hotels.

• The reports come with the training program. Contact the

SHARE Center if you have any questions.
 Part 1 - STAR Report
Foundations - optional
This chapter is a quick review of the content presented in the
Hotel Industry Foundations and the Hotel Math Fundamentals
training. This review may or may not be necessary depending
upon the presentation format being used by the instructor.
There are Segmentation and Additional Revenue definitions.
 Segmentation and Additional
Revenue Definitions
• Group = rooms sold in block of ten or more and corresponding
revenue

• Transient = rooms sold at rack, corporate, package, or

government rates and corresponding revenue

• Contract = rooms sold at rates stipulated by contracts including

airline crews and permanent guests

• Food & Beverage Revenue = revenue from any F&B establishment

• Other Revenue = all revenue excluding room & F&B

 Segmentation and Additional Revenue
Pages in the STAR Report
• Hotel companies or hotels can submit Segmentation and
Additional Revenue data on a monthly or weekly basis. Some
hotel submit this data online.

• Hotels can receive additional pages in their Monthly or Weekly

STAR Reports which to analyze their performance

• This is very popular for US hotels especially in the Luxury and

Upper Upscale groups.

• Outside the US, there are over 300 markets where Segmentation
reports are available.
Introduction to the
STAR Report
What is the STAR Report?
• The name “STAR” stands for “Smith Travel Accommodations
Report”.
• The original version of this report was launched in 1987. The
STAR reports are continually being fine tuned and new pages
are added on a regular basis.
• The STAR Reports analyze your hotel’s performance:
– Occupancy
– Average Daily Rate (ADR)
– Revenue per Available Room (RevPAR)
– Supply (Room Nights Available)
– Demand (Room Nights Sold)
– Room Revenue
What do I not see on the STAR Report?

• The STAR Reports never show individual property data for any
other hotel except for your hotel (the subject).

• When Competitive Set data is displayed, it is always the

average of all the hotels in the comp set based upon
aggregated data. See the “Hotel Math Fundamentals” training
to review the exact methodologies used.

• Likewise, when industry data is displayed, it is always the

average of all the hotels in the industry segment based upon
aggregated data. Again, see the “Hotel Math Fundamentals”
training to review the exact methodologies used.
STAR Reports – who receive them?
• STAR Reports are generated for each hotel that submits
data to STR, approximately 50,000.

• Each company or hotel specifies the staff persons that have

access to the STAR Report.

• In most cases, the STAR Reports are emailed to each of

these staff persons.

• In the case of hotels affiliated with a chain or company, the

STAR Reports may also be sent to corporate headquarters.

• No one else has access to a STAR Report for a hotel.

STAR Reports – how are they generated?
• STAR Reports are usually generated in the form of Excel
workbooks with multiple tabs/pages.

• They include data tables, graphs, and explanations.

• They do not include embedded formulas.

• For some companies, the STAR Reports are generated as

PDF documents.
STAR Reports – when are they generated?
• STAR reports are generated on a monthly, weekly, and
daily (mainly for non-North American hotels) basis.

• Here are the approximate times of delivery, although they

can be affected by holidays:
– Monthly: on or around the 18th
– Weekly: Tuesday night
– Daily: each day after noon

• Some companies obtain the STAR Reports from STR and

post them on their internal web site.
Who am I compared to (in North America and
UAE)?
• STAR Reports of hotels in North America compare the subject
hotel to five groups of hotels, specifically the:
‒ Competitive Set: a set of 4 or more properties.

‒ Market: a large geographic segment, for example Memphis or

Nashville.

‒ Market Class: the market above broken down by class, so similar

chain affiliated and independent hotels:
• Luxury Class • Upper Midscale Class
• Upper Upscale Class • Midscale Class
• Upscale Class • Economy Class
 Who am I compared to (in North America and
UAE)? continued
• Additional industry segments:
‒ Tract: the geographic subset of the market above, such as
Memphis Airport or Nashville South.

‒ Tract Scale: the tract above broken down by Scale. The Scales
are collapsed so there are three Scale groups for chain hotels:
• Luxury, Upper Upscale, and Upscale Combined
• Upper Midscale and Midscale Combined
• Economy by itself

And one Tract Scale group for Independent hotels. So four

groups altogether.
 Who am I compared to (outside of North
America and UAE)?
• STAR Reports for hotels outside of North America compare the
subject hotel to two groups of hotels, specifically the:
‒ Competitive Set: a set of 4 or more properties.

‒ A single industry segment: the report will use the best industry
segment that has sufficient participation using the following order:
• Submarket Collapsed Class – combined as on the previous page
• Submarket (Tract)
• Market Class
• Market Collapsed Class - Lux & Upper Up, Up & Upper Mid, Mid & Econ
• Market
• And if necessary: Country Class, Country Collapsed Class, Country, …
 How do I use the STAR Report? – hints
• Start by looking at RevPAR and then drill down and check
Occupancy and ADR.
• Indexes make it easy to see whether you won or lost. Ranking
shows your position.
• Start with YTD, and Running numbers to see monthly data in
perspective.
• Start with Weekday/Weekend numbers and drill down into
specific Days of the Week looking for opportunities to
improve.
• If Segmentation data is available, drill down from total to
Group, Transient, and Contract metrics looking for
opportunities to improve.
How do I use the STAR Report?
• Many people just use the STAR Reports as a “report card” to
measure their performance after the fact.
• A more effective approach is to use the STAR Reports as a tool
to evaluate a hotel’s performance, identify areas for
improvement and put a plan into place to implement changes.
• The next slides will demonstrate an iterative approach utilizing
four different steps:
1. Analyze
2. Identify
3. Develop
4. Monitor
 30%

How much time

will be spent
10% with STR reports
40%
per function?

20%
 How often do we go through this cycle?

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Every month, with last

month’s data for next year
 Quiz Questions
58) Which one of the following is a non-geographic category shown on the STAR
report?
A. Location
B. Type
C. Market
D. Class

59) What information is never included on a STAR report?

A. Performance data for individual competitors
B. Performance data for an industry segment relevant to the subject hotel
C. The names of hotels included in the subject hotels competitive set
D. Index numbers and Index Percent Changes

60) Which statement is true regarding the format and timing of a STAR Report?
A. They are normally generated in Excel
B. If you change data on a STAR report, all of the related values will
recalculate, since there are embedded formulas
C. There are no graphs on the report
D. Weekly STAR Reports are generated on Monday
 Quiz Questions continued
61) Which statement is true regarding the industry data that a hotel may see on a
STAR report?
A. North America hotels will see industry data for Market, Market Class, Tract
and Tract Scale
B. North America hotels will see data for only a single industry segment
C. Non-North America hotels will not see any industry segment data
D. North America and Non-North America hotels see the same exact pages on
the STR Report related to industry data

62) Which one of the following is an accurate statement regarding Segmentation

and Additional Revenue data on the STAR Reports?
A. Additional Revenue categories include “F&B”, “Rentals”, and “Other” in
addition to Room Revenue
B. Group Rooms and Revenue are defined as business sold in blocks of 50
rooms or more
C. Very few Luxury and Upper Upscale chain hotels submit Segmentation
and/or Additional Revenue data
D. The most common example of Contract Rooms and Revenue is airline crew
business
 Discussion Questions for the Foundations
Review and the Intro to the STAR Reports
1. List and define the main geographic and non-geographic
categorizations that are displayed on the STAR Report.

2. Review the various types of data, metrics, and date

definitions related to the STAR Reports

3. Define the different breakdowns for Segmentation data.

4. What type of data is not displayed on a STAR Report?

5. Identify difference between North America and Non-North

America STAR Reports.
 Application 1 – STAR Report Basics
Use the following table to fill in basic information regarding the STAR Reports.

What info is displayed?

What info is not displayed?

Who receives them?

How are they generated?

When are they generated?

Who am I compared to?

(North America)
Who am I compared to?
(Non-North America)
What differences?
(NA vs. Non-NA)

Why do I need it?

How do I use it?

Part 2 - Monthly STAR Reports
Monthly Table of Contents
Tab 2 - Monthly Performance at a Glance
• 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
 At a Glance - Hints
• 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.
STAR Summary (for North America Hotels)
 STAR Summary – First Hint
• Start with the “Census/Sample – Properties and Rooms”
section at the bottom of the Summary page to get an idea of
the relative size of each of the industry segments. Sizes will
generally go from larger to smaller.

• The Market should be the largest. Check the properties and

rooms. Market Class is a subset of the Market by similar price
range, including independents.

• Tract is a geographic subset of the Market. And Tract Scale is

a further subset of the Tract by similar price range, excluding
the independents. The Scale groups are collapsed for Tract
Scale.
 STAR Summary – Census and Participation Information

Participation information is displayed for the industry segments and comp set
Census: the total number of properties/rooms in a segment.
Sample: the number of properties/rooms that report data to STR.
Sample %: the percentage of rooms in each segment that report data to STR. Check
participation.
Numbers generally decrease as you move from Market down to Comp Set. Tract Scale
will have the smallest number of properties after the Comp Set.
 STAR Summary – My Property vs. Comp Set and Industry Segments

• Rows display data for your hotel, four industry segments, and your comp set.

• Columns display values and percent changes for the current month, YTD,
running 3 month, and running 12 month time periods.

• There are similar sections for Occupancy, ADR and RevPAR.

STAR Summary – Supply, Demand, and Revenue Section

Percent changes for multiple time periods are

displayed:

Supply: the number of rooms in the segment

multiplied by the number of days in the period.
Check to see if there are more rooms available in
each area.

Demand: the number of rooms sold (excluding

complimentary rooms).
Check to see if there are more travelers in an area.

Revenue: the total room revenue generated

from the sale (rental) of rooms.
Check to see if there is more money coming into
an area.
 STAR Summary – Pipeline Information

Under construction: Ground has

been broken or the owner is
finalizing bids for the general
contracting.

Planning: Project will go out for

bids, construction will start
within 4 months, or an architect
has been selected and plans are
underway.

Provides a quick snapshot of pipeline activity in the market.

Check this data for changes from month to month.

Pipeline data is detailed further in the STR Market Pipeline Report.

 STAR Summary - Questions
• How does my property perform compared to its industry
segments?

• How does my property’s comp set perform compared to its

industry segments?

• How does the performance compare for different time

periods?

• What do the Supply, Demand, & Revenue Percent Changes

show about an area?

• Has the Pipeline data changed since last month?

Competitive Set Report
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.

 Competitive Set Report – Another Sample Graph
Monthly Indexes
117
112
107
102
97
92
87
82
77
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Occupancy ADR RevPAR 100 %

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?
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)

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
 Comp Set Report - Hints
• 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.
 Ranking Data - Hints
• 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?
Industry Report (for Non-North American hotels)
 STAR Response Report

Displays hotel info and participation for properties in the comp set, also months
and events, both this year and last year.
Day of Week and Weekday/Weekend Report
Day of Week and Weekday/Weekend Report – Day of Week Data

• 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.
Daily Data For Month – My Property vs. Competitive Set
Segmentation at a Glance
Additional Revenue RevPAR Analysis
 Segmentation Response Report

Segmentation participation info is displayed for each hotel in the comp set.
 Quiz Questions
Using the information from an excerpt of an “At a Glance” page from a Monthly STAR Report answer
the following question.
December 2012

Occupancy (%) ADR RevPAR

My Comp Index My Comp Index My Comp Index
Prop Set (MPI) Prop Set (ARI) Prop Set (RGI)

Current Month 80.8 69.7 115.9 73.58 75.54 97.4 59.44 52.64 112.9

Year To Date 78.9 71.5 110.4 87.24 84.53 103.2 68.85 60.43 113.9
Running 3
81.2 71.8 113.1 82.00 82.06 99.9 66.58 58.90 113.0
Month
Running 12
78.9 71.5 110.4 87.24 84.53 103.2 68.85 60.43 113.9
Month

63) Which one of the following is an accurate statement regarding the

performance at your hotel?
A. Your Current Month ADR was higher than the Competitive Set ADR
B. Your Occupancy Index (MPI) has surpassed 100 in each of the four time
periods shown
C. In Running 3 Month performance, your hotel is beating the Competitive
Set in all three performance metrics (Occupancy, ADR and RevPAR)
D. In Year to Date performance, your hotel’s Index numbers exceed 110 in
all three performance metrics (Occupancy, ADR and RevPAR)
 Quiz Questions continued
64) The line graph at the top of the Competitive Set Report in a monthly STAR report
shows what?
A. Actual values of Occupancy, ADR and RevPAR of the subject hotel and the
competitive set
B. Actual Percent Changes for Occupancy, ADR and RevPAR of the subject
hotel and the competitive set
C. Index values for Occupancy, ADR and RevPAR
D. Index Percent Change values for Occupancy, ADR and RevPAR

65) The Competitive Set Report in a Monthly STAR Report shows what information?
A. 12 months of monthly data and 3 years of YTD, Running 3-month, and
Running 12-month data
B. 18 months of monthly data and 3 years of YTD, Running 3-month, and
Running 12-month data
C. 12 months of monthly data and 2 years of YTD, Running 3-month, and
Running 12-month data
D. 18 months of monthly data and 2 years of YTD, Running 3-month, and
Running 12-month data
 Quiz Questions continued
Using the information from an excerpt of a sample “Competitive Set Report” page from a Monthly STAR
Report, answer the following question.
Occupancy (%)
Jul Aug Sep Oct Nov Dec

My Property 80.4 75.5 71.5 83.9 78.8 80.8

Competitive Set 76.0 72.6 67.1 78.8 66.6 69.7

Index (MPI) 105.8 103.9 106.5 106.4 118.2 115.9

Rank 2 of 5 2 of 5 2 of 5 2 of 5 2 of 5 2 of 5

% Change

My Property -10.1 2.0 7.3 5.8 -1.3 9.1

Competitive Set 1.5 1.5 0.3 10.1 3.8 22.2

Index (MPI) -11.4 0.6 7.0 -3.9 -4.9 -10.7

Rank 5 of 5 2 of 5 1 of 5 4 of 5 4 of 5 4 of 5

66) Which of the following statements best describes performance of your hotel
over the last six months?
A. Your hotel is the Occupancy leader (highest occupancy) in the
Competitive Set
B. Your hotel’s Occupancy Index has progressively improved each month
C. Your hotel’s Occupancy Rank has never been higher than 3 of 5
D. Your hotel’s Occupancy Rank has consistently been 2 of 5
 Quiz Questions continued
67) Which is an accurate statement regarding the Day of Week and
Weekday/Weekend tab in the Monthly STAR report?
A. It shows all the Key Performance indicators for all four time periods for
the property and the comp set
B. It shows data by every day of the week, as well as a Weekday and
Weekend subtotal
C. It is a very valuable page and can be used to find areas of improvement
D. All of the above
 Quiz Questions continued
Using the information from an excerpt of a sample “Day of Week and Weekday/Weekend Report” Page
from a Monthly STAR Report, answer the following question.
Occupancy (%)

My Property Competitive Set Index (MPI)

Weekday/Weekend

Weekday Current Month 80.3 8.5 69.7 19.1 115.1 -8.9

(Sun-Thu) Year To Date 76.5 -5.1 71.0 3.3 107.8 -8.1

Running 3 Month 79.0 3.9 71.3 9.1 110.8 -4.8

Running 12 Month 76.5 -5.1 71.0 3.3 107.8 -8.1
Weekend Current Month 82.0 10.4 69.5 29.2 117.9 -14.6
(Fri-Sat) Year To Date 85.0 -2.7 72.8 7.2 116.8 -9.3
Running 3 Month 86.8 6.0 73.0 18.2 118.9 -10.3
Running 12 Month 85.0 -2.7 72.8 7.2 116.8 -9.3
Total Current Month 80.8 9.1 69.7 22.2 115.9 -10.7
Year To Date 78.9 -4.4 71.5 4.4 110.4 -8.5
Running 3 Month 81.2 4.5 71.8 11.7 113.1 -6.4
Running 12 Month 78.9 -4.4 71.5 4.4 110.4 -8.5

68) Based on the information provided above, which one of the following is an accurate
statement?
A. The Weekday Occupancy for both your hotel and the competitive set are consistently
above the Weekend Occupancy for all time periods
B. The Weekend Occupancy this year for your hotel is increasing in all four time periods
compared to last year
C. The Weekend Occupancy for your hotel is consistently higher than your Competitive
Set for all time periods
D. The Total Current Month and Running 3 Month Occupancy for both your hotel and the
Competitive Set are greater than the Year To Date and Running 12 Month Occupancies
 Quiz Questions continued
Using the information from an excerpt of a sample “Segmentation Day of Week – Current Month” Page from
a Monthly STAR Report, answer the following question.
Current Month
Transient Group Contract Total
My Comp Market My Comp Market My Comp Market My Comp Market
Prop Set Scale Prop Set Scale Prop Set Scale Prop Set Scale

RevPAR

Sunday 83.88 83.04 112.36 31.39 15.66 20.36 0.00 7.63 0.00 115.27 106.33 132.71

Monday 106.45 112.96 155.21 44.83 20.95 31.08 0.00 7.69 0.00 151.29 141.60 186.29

Tuesday 97.88 100.32 138.18 51.72 27.58 39.41 0.00 7.26 0.00 149.61 135.16 177.59

Wednesday 101.99 103.22 142.53 45.38 28.44 37.22 0.00 7.50 0.00 147.37 139.16 179.75

Thursday 97.09 97.45 140.59 53.88 27.57 36.47 0.00 7.83 0.00 150.96 132.85 177.06

Weekday 97.25 99.27 137.41 44.77 23.52 32.25 0.00 7.59 0.00 142.02 130.38 169.66

Friday 107.81 110.59 144.00 52.20 25.32 26.32 0.00 8.14 0.00 160.01 144.06 170.32

Saturday 140.46 129.98 156.78 33.28 20.66 24.99 0.00 7.68 0.00 173.74 158.32 181.77

Weekend 125.79 121.36 151.10 41.78 22.73 25.58 0.00 7.88 0.00 167.57 151.98 176.68

Total 106.84 106.04 141.31 45.58 23.08 30.39 0.00 7.53 0.00 149.37 136.65 171.70

69) Based on the information provided above, which one of the following is an accurate
statement?
A. Your hotel ran a lower Group RevPAR than the Competitive Set on both Weekdays and
Weekends
B. Your hotel had its highest Transient RevPAR on Saturdays
C. Your hotel had a Transient RevPAR higher on Weekdays than Weekends
D. Your hotel‘s Total Group RevPAR for the month was less than that of the Competitive Set
 Discussion Questions
1. What do you think are the most important pages in a
Monthly STAR Report.

2. Create a possible procedure and order of steps to review a

monthly STAR Report.

3. Describe the pages that compare the subject hotel to

industry data and explain the value of this comparison.

4. Describe the pages that compare the subject hotel to the

comp set. What are all the various metrics that can be
analyzed?
 Discussion Questions - continued
5. Describe the Response pages and the values of this
information.

6. Describe how a hotel that is performing well (beating their

comp set) can use the STAR Report to look for areas of
improvement.

7. Describe how a hotel that is significantly underperforming

their comp set (being beaten) can use the STAR Report to
improve their performance.

8. Describe the Segmentation and Additional Revenue pages in

a Monthly STAR Report and how they could be used.
 Application 2 – Monthly STAR Reports
1. Obtain STAR Reports for a variety of different types of hotels (different
Scales, chain and independent) for a variety of different geographic
areas (large urban cities versus smaller cities, suburban, airport, or
resort areas). Select a specific hotel and take a look at the Monthly
STAR Report for this property.

2. Pretend that you have just taken over as the Regional Manager
responsible for this hotel and you are preparing to meet with the
General Manager. Make a list of items to discuss, including:
a. Recommendations that you are going to make
b. Questions that you are going to ask
c. What are issues that need to be investigated?
d. What are possible strategies that should be considered?

3. Check the Summary Page. How does the subject hotel perform
compared to various industry segments nearby?
 Application 2 continued
4. Check the Comp Set Page.
a. How does the subject hotel perform compared to the comp set?
b. Has this performance changed over time?
c. What do the Index Percent Changes show you over time?
d. What do the ranking values show you?

5. Check the Response Page. Are all members of the comp set
submitting monthly and weekly data on a consistent basis?

6. Check the Weekday/Weekend and Day of Week Page. Are there

opportunities for improvement for the subject hotel?

7. Check the Daily Data for the Month Page for the current month.
Compare the daily performance of the subject hotel to the comp set
during the prior month. Were there special events where the subject
hotel seemed to have performed better or worse than the comp set?
 Application 2 continued
8. If the hotel has Segmentation Pages, compare the Group, Transient,
and Contract metrics for the comp set to the subject hotel. Are there
areas of possible improvement for the subject hotel?

9. If the hotel has Additional Revenue Pages, compare the Room, Food &
Beverage, and Other Revenue metrics for the comp set to the subject
hotel. Are there areas of possible improvement for the subject hotel?

10. If the hotel has additional competitive sets, compare the subject hotel
to the other comp sets. If the hotel does not have additional comp
sets, could it benefit from one?

11. Is there any question that the subject hotel has an accurate comp set?
Can you speak to the quality of the comp set?
Part 3 - Weekly STAR Reports
Weekly Table of Contents
Weekly Performance at a Glance – My Property vs. Comp Set
Daily Data For Month
Perspective Pages
 Weekly STAR Response Report

Segmentation version shows current week and three different types of data.
Non-segmentation version shows four weeks of STAR data.
Weekly Segmentation at a Glance
 Quiz Questions
70) The “Weekly Performance At A Glance” tab on the Weekly STAR report displays what
information?
A. Detail daily data for every day of the prior week
B. A weekly total
C. Running 28-day data
D. All of the above

71) The “Perspectives” pages of the Weekly STAR report show all but the following
information?
A. A recap of daily data performance for the last 28 days
B. 12 weeks of weekly data
C. Subtotals for the key performance indicators for the Current Week, Running 28
Days, and Running Month-to-Date
D. Monthly performance numbers for the last 3 months

72) The “Daily Data for the Month” tab on the Weekly STAR report displays what
information?
A. Provides a running MTD total based upon daily data
B. Shows KPIs for the subject property and the competitive set for each day of the
current month
C. Displays graphs of index values for every day of the current month
D. All of the above are displayed on this report
 Quiz Questions continued
Using the information from an excerpt of a sample “Daily Data for the Month” page from a Weekly STAR Report, answer the
following question.
Fr Sa Su Mo Tu We Th Fr Sa

Occupancy (%) Feb

1 2 3 4 5 6 7 8 9
My Property 85.1 80.4 54.5 74.1 74.9 78.4 69.5 69.8 52.2
Comp Set 49.9 46.2 40.0 77.3 78.2 83.9 88.0 65.6 60.1
Index (MPI) 170.4 173.8 136.4 95.9 95.8 93.5 79.0 106.5 86.8

% Chg
My Property 32.3 135.6 46.3 31.3 32.6 16.3 -26.7 12.7 -6.3
Comp Set -6.1 29.4 5.4 7.6 3.5 18.2 16.9 -10.1 0.2
Index (MPI) 40.9 82.2 38.8 22.0 28.1 -1.6 -37.3 25.4 -6.6

73) Based upon the first nine days of the month, what can you determine about
your hotel’s Occupancy performance?
A. The Competitive Set’s Occupancy was significantly below your hotel’s
occupancy for the first three days of the month
B. The Competitive Set’s ADR was well above your hotel’s ADR on the latest
Friday and Saturday
C. Your hotel had the highest Occupancy in the Competitive Set every day
D. The Competitive Set’s Occupancy improved year-over-year every day
 Discussion Questions

1. What do you think are the most important pages in a Weekly

STAR Report.

2. Create a possible procedure and order of steps to review a

Weekly STAR Report.

3. Describe the Weekly pages that compare the subject hotel to

the comp set and to industry data.

4. How do I compare performance for each day of last week to

typical performance on that day of the week?
 Discussion Questions - continued

5. What different time periods do the Weekly Perspective

pages show me?

6. Why is it so important to check the Weekly Response

report?

7. What can I learn from the Segmentation and Additional

Revenue pages?

8. How dependable are the monthly numbers on a Weekly

report?
 Application 3 – Weekly STAR Reports
1. Obtain a sample Weekly STAR report. Analyze the
performance of “your” hotel compared to the comp set
and the industry segments in a similar manner as in the
Monthly Report application.

2. Optionally, you could create a PowerPoint to present your

findings.

3. You could play the role of the GM at a weekly staff or

department head meeting and review the performance of
your hotel and discuss goals and strategies with your staff.
Additional Property Reports
This supplement is found in Appendix 1
at the end of this presentation

(It is important to have a basic understanding of the

Daily STAR Report, the Bandwidth Report, and the
RevPAR Positioning Matrix Report)
 Questions?
Steve Hood
[email protected]
615-824-8664, extension 3315

Duane Vinson
[email protected]
615-824-8664, extension 3329

www.strglobal.com
 Appendix 1 –
Additional Property Reports
Daily STAR Property Report – At a Glance
Online Reporting Tool - sample
Bandwidth Analysis Report – Tab 2
RPM (RevPAR Positioning Matrix) Report – Tab 2
F&B STAR Report - Department Summary
F&B STAR Report – Revenue Analysis