1. Corporate Reports and Data Files The SHARE Center Supporting Hotel-related Academic Research and Education

2. Table of Contents Introduction Corporate Reports Data Files Methodologies

3. Introduction

4. How do Corporate Reports differ from STAR Property Reports? The STAR Reports are generated for individual hotels and compare the subject property to the competitive set and to various industry segments These reports are usually emailed to a list of email addresses that are supplied by each company. Addresses may include hotel staff as well as regional and headquarter staff Sometimes STR sends the STAR reports to the corporate headquarters for them to post on their internal web site, so that hotels can access them there.

5. Intro to Corporate Reports In addition to the STAR Reports, STR generates a substantial volume of corporate reports and data files that provide additional information to corporate management of the hotel companies There are usually departments or staff within these companies that analyze this data. They may be related to “business intelligence” or “data analytics”

6. Foundations Related to Corporate Reports All the same STAR Report foundations apply to Corporate Reports, including: –Geographic and non-geographic categorization –Affiliation definitions –Competitive sets –Hotel industry metrics –Date and time definitions –Segmentation and Additional Revenue definitions

7. Corporate Reports and Data Files

8. Corporate Reports Index reports list each hotel in a company with data for a specific time period, comparing the subject hotel to either the comp set or an industry segment, with grand totals and subtotals Summary reports compare a group of subject hotels to some other group of properties (comp set, industry, corporate comp), utilizing various aggregation methodologies

9. US Monthly Index Report - Table of Contents

10. Index Report - Monthly numbers Properties in a company subtotaled by brand

11. Corporate Data Files Companies receive a huge number and a huge variety of raw monthly and daily data files Different types of data: –Industry data, multiple segments –Property versus comp set and/or industry data –Chain (or company) versus aggregated comp set or industry data –Census, affiliation, or participation information

12. Corporate Property Data File Monthly data for subject property, comp set, tract scale, tract, and market

13. Additional Topics Comp set composition Comparing brands –Scale –Aggregated comp sets –Corporate Comp Sets Methodologies –Portfolio weighting –Exclude duplicates or same brand in standard comp sets

14. Questions? Steve Hood steve@str.com 615-824-8664, extension 3315 www.strglobal.com