1. Hospitality Management program
Star report
Northampton Community College
Hospitality Management program
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2. What is the STAR Report?
The name “STAR” stands for “Smith Travel Accommodations Report”.
The original version of this report was launched in 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
Our Vision, Mission and Commitment to Workforce Education

3. What is the STAR Report? - continued
STAR Reports provide comparison to competitors:
Index numbers
greater than 100 means the subject is winning, less than 100 means the comp set is winning.
Ranking information
Displayed in the format “# of #”, for example “2 of 7” means the subject has the 2nd best value in the comp set of 7.
In addition to the comp sets, the STAR Reports also provide comparison to various industry segments.
It is very important to compare the subject hotel to relevant industry segments.
You can also compare the comp set to these industry segments.

4. What is the STAR Report? - continued
STAR Reports track performance for multiple time periods.
Current month, week, and day
YTD and MTD
Running 3-month, Running 12-month, 28-day, and Running 4-week
They also track year-over-year performance.
TY vs. LY percent change for all metrics and indexes
There are additional pages that display specialized information.
Share the career clusters list (meta-majors)
What is your initial gut response. (1) concept presented by Gretchen; (2) program grouping/cluster?
Bring a device, catalogue for break out sessions for Friday

5. STAR Reports – when are they generated?
STAR reports are generated on a monthly, weekly, and daily 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.

6. Why do I need the STAR Report?
Benchmarks your performance.
Allows you to keep an eye on your competitors and your market.
Lends perspective to good and bad performance.
Aids pricing decisions, helps improve profitability.
Allows you to monitor the effect of your business strategies.
View Supply, Demand, & Revenue changes in your market (new hotels, more travelers, more money).

7. Benchmarking 101: my hotel vs. the competition

8. 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.

9. How much time will be spent with STR reports per function?
30%
How much time will be spent with STR reports per function?
10%
40%
Share the career clusters list (meta-majors)
What is your initial gut response. (1) concept presented by Gretchen; (2) program grouping/cluster?
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20%

10. 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

11. Monthly Performance at a Glance
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.

12. STAR Summary (for hotels in North America and select Non-NA markets)
Provides a detailed comparison of your property to various industry segments and your comp set.
Displays Occupancy, ADR, and RevPAR, as well as percent changes for each group.
For four points in time: Current Month, Year to Date, Running 3-month, and Running 12-month.
Also shows Supply, Demand, and Revenue Percent Changes; Census and Sample property and room counts; and a Pipeline overview.

13. Competitive Set Report
Probably the second most popular page of a STAR Report.
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

14. STAR Response Report
Provides monthly calendars for this year and last year, including special events.
Lists your hotel and every property in your comp set with basic information (including number of rooms and open date) and data participation detail for the last three years.
Empty circles indicate monthly only; filled in circles indicate monthly and daily; no circle means no data.
Check to be sure all properties in the comp set are participating consistently. Check for holidays or any other calendar issues.
Share the career clusters list (meta-majors)
What is your initial gut response. (1) concept presented by Gretchen; (2) program grouping/cluster?
Bring a device, catalogue for break out sessions for Friday
Displays hotel info and participation for properties in the comp set, also months and events, both this year and last year.

15. Day of Week and Weekday/Weekend Report
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.

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

17. Segmentation at a Glance
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

18. Segmentation RevPAR Analysis
The Segmentation pages allow a hotel to separately compare their Transient, Group, and Contract performance to their comp set and to an industry segment, such as Market Scale (North America) or Market Class (Non-North America).
The subject hotel might be beating the comp set when looking at a total monthly number, but the comp set might have a higher Group or Contract occupancy or ADR.
Be sure to compare the subject hotel and the comp set to the industry segment. Do these other groups rely upon Group and Contract business similar to the subject hotel?

19. Weekly Performance at a Glance – My Property vs. Comp Set
Provides a quick one-page overview of weekly performance relative to your comp set for each day of the prior week plus a total for all seven days.
Displays Occupancy, ADR, and RevPAR for your property and your comp set, also Index numbers and Percent Changes.
Also displays Running 28-day data to compare each separate day and the current week to historic performance. Running 28-day numbers for specific days of the week are the same as Running 4-week numbers.

20. New Developments for STAR Reports
Bandwidth – shows range of metrics
RPM – RevPAR Positioning Matrix reports
Spa STAR – special report for Spas
F&B STAR – Food & Beverage metrics
Casino STAR – special report for casinos

21. Bandwidth Analysis Report – Tab 2
The Bandwidth Report analyzes daily data for the current month.
There is a separate graph for Occupancy, ADR, and RevPAR.
The line graph indicates the values of the subject property.
The shaded grey area shows the range of values for different members of the comp set.
Ranking data is displayed for each day. Weekends are shaded.
There are bar graphs showing the total monthly numbers.
Potential Revenue Gain and Loss is displayed comparing the subject property value to the minimum and maximum.

22. RPM (RevPAR Positioning Matrix) Report – Tab 2
There is a separate graph for this year data and another for last year data.
The horizontal axis displays the Occupancy Index and the vertical axis displays the ADR Index. No specific scales are indicated on the axis.
The subject hotel is indicated as the orange point/circle with the RevPAR rank number indicated.
The members of the comp set are displayed as blue circles with each of their rank numbers indicated.
The report makes it possible to compare the your hotel to competitors and to see if RevPAR rank is related to Occupancy or ADR.

23. F&B STAR Report - Department Summary

24. Pipeline Report

25. Tab 2 - HOST Report Summary page - Revenues and Departments

26. Tab 2 - HOST Report Summary page – Undistributed, GOP and FCs

27. Destination Report

28. CHIA Certification Workshops
PRLA Annual Fall Conference Pittsburgh, PA
Tuesday, October 24, 2017
8:30AM – 4:00PM
Location – David Lawrence Conv. Ctr.
Cost: $175 (Exam not Included)
Northampton Community College
Bethlehem, PA
Thurs. - Fri. January 4 & 5th 2018
8:30AM -4:00PM
Cost: $599 (Includes Exam Voucher)

29. THANK YOU FOR ATTENDING!
Share the career clusters list (meta-majors)
What is your initial gut response. (1) concept presented by Gretchen; (2) program grouping/cluster?
Bring a device, catalogue for break out sessions for Friday