STR is a leading provider of hotel industry data, analytics, and benchmarking services. The company supplies critical performance metrics and market intelligence that hotel operators, owners, and investors rely on for competitive analysis, revenue management, and strategic planning. STR's data products track occupancy rates, average daily rates, revenue per available room, and other key performance indicators across thousands of properties globally.
STR's market intelligence directly influences capital allocation decisions, asset valuations, and operational strategies throughout the hospitality sector. Hotel companies use STR benchmarking data to evaluate property performance against competitive sets and market trends. The company competes within the broader U.S. market for hotel analytics services, where it maintains significant market presence alongside competitors like Tourism Economics.
STR's analysis and forecasts shape industry narratives around market conditions and future performance expectations. The company's perspectives on market stabilization, demand trends, and economic headwinds carry substantial weight in how stakeholders interpret industry health and make investment decisions.
The week ending July 4th delivered a 10.9% RevPAR jump nationally, with World Cup host cities posting 23% gains. But strip away D.C.'s once-in-a-generation America 250 weekend and a handful of soccer matches, and the picture for most hotels looks a lot less celebratory.
Consumer sentiment just bounced for the first time in months, and gas prices are down almost 50 cents from May's peak. If you're running a drive-to leisure property and your revenue manager isn't already watching 7-day pickup pace, you're about to miss the only clean demand signal you'll get before July 4th.
Michigan's consumer confidence index just cratered to a 27-month low, and if you're running a leisure property in the $150-250/night range that depends on weekend drive-to traffic, the booking pace you're looking at today is about to lie to you.
BetMGM's Q1 miss and lowered 2026 outlook isn't a sports betting story. It's a signal about which guests your casino hotel is going to be fighting over for the next three years... and what that fight costs at property level.
Prime Video's 'Cross' is coming back for a third season, which means nothing to most hoteliers... unless you're sitting on extended-stay inventory anywhere near the Greater Toronto Area, where the production has been quietly filling rooms for two years straight.
The Ritz-Carlton Bali is promoting a $100-per-person Easter brunch while the island's luxury RevPAR just dropped nearly 9%. When the press release is about the holiday buffet and the STR data tells a different story, you should be reading the STR data.
The University of Michigan sentiment index cratered to 53.3 in March while gas crossed $4 a gallon and the S&P posted five straight weeks of losses. If you run a leisure-dependent property and haven't pulled your 60-90 day forward pace yet, you're about to find out the hard way what your guests already decided.
European hotel deals hit €27 billion, Pebblebrook's CEO says U.S. buyers and sellers still can't agree on price, a cartel killing reshapes a Tuesday in Puerto Vallarta, and the Trump Organization bets a billion on Australia's Gold Coast. The common thread is one nobody's talking about.
The mid-February national numbers look healthy at $103.35 RevPAR, but the spread between the best and worst performing markets was nearly 50 percentage points. If you're benchmarking against the national average instead of your three-mile radius, you're not managing... you're guessing.
UK regulators are investigating whether STR's benchmarking platform helps hotels coordinate pricing without ever picking up the phone. If you've ever set your rate based on a comp set report, this investigation is about you.
The industry is celebrating 4.9% RevPAR growth while labor costs per occupied room jumped 12.8%. If you're not running those two numbers side by side, you're celebrating a loss.
The Michigan index has been below 60 for two consecutive months while retail spending contracts. The 6-8 week lag on leisure bookings means the damage hits your April pace report... and by then it's too late to adjust.
Hyatt's CFO says wealthy travelers just reroute instead of canceling when the world gets scary. That's a great story... until you're the owner holding the bag on a luxury PIP when the music stops.
The UK government is investigating whether Hilton, IHG, Marriott, and CoStar used STR benchmarking data to coordinate hotel pricing. If you've ever pulled a comp set report, this one's about you.
The UK's competition authority is investigating whether Hilton, IHG, Marriott, and CoStar's STR platform enabled algorithmic collusion on room rates. If you've ever benchmarked your ADR against your comp set... yeah, they're talking about you.
Brent crude jumped past $80 on US-Israel strikes against Iran, and the market is pricing in sustained disruption. Here's what that does to hotel operating costs before most GMs even update their forecasts.
The biggest coordinated minimum wage spike since the pandemic is rolling through 22 states, and if you haven't already remodeled your compensation structure from the ground up, you're about to get a very ugly surprise on your next P&L.
STR forecasts RevPAR stabilization by 2026, but here's what that really means for operators still fighting to survive the recovery — and why 'stable' might be the worst possible outcome.
