washington dc: may 17th, 2012 str analytics concierge ...€¦ · this presentation is based on...

Washington DC: May 17th, 2012

STR Analytics

[email protected]


Carter Wilson: DC Overview

[email protected]

Washington D.C. Market - 110100

See Insert Below

SOURCE: SMITH TRAVEL RESEARCH

Washington Downtown Area

Composite: Market, Tracts, and Market ClassesSource of All Data: Smith Travel Research

© 2012 Smith Travel Research, Inc. All rights reserved.

Any reprint, use, or republication of all or part of this presentation without the prior written approval of Smith Travel Research, Inc., or STR Global, Ltd. (collectively "STR") is strictly prohibited. Any such reproduction shall specifically reference STR as the source. This presentation is based on data collected by STR. No strategic advice or marketing recommendation is intended or implied.

KEY STATISTICS:12 Months Ending March 2012

Market: Washington, DC-

MD-VA Tract: AlexandriaTract: Washington

DC (CBD)Tract: Suburban

Virginia AreaTract: Maryland

South & EastTract: I-95

FredericksburgTract:

Frederick/Rockville

Tract: Fairfax/Tysons

CornerTract: Dulles Airport Area

Tract: Bethesda/College

Park Tract: Arlington, VAHotels: 673 55 117 91 77 80 55 49 63 42 44

Room Supply: 38,211,516 3,004,068 10,091,756 2,891,640 3,684,005 2,603,545 2,835,898 3,097,854 3,767,621 2,279,535 3,955,594Room Demand: 25,773,166 2,009,709 7,571,941 1,566,661 2,287,435 1,515,854 1,839,333 2,010,465 2,680,113 1,450,646 2,841,009

Occupancy: 67.4% 66.9% 75.0% 54.2% 62.1% 58.2% 64.9% 64.9% 71.1% 63.6% 71.8%Average Rate: $144.22 $128.95 $205.33 $87.88 $122.54 $77.20 $100.28 $129.05 $107.84 $125.81 $159.32

BY MARKET AND TRACT

Average Rate: $144.22 $128.95 $205.33 $87.88 $122.54 $77.20 $100.28 $129.05 $107.84 $125.81 $159.32RevPAR: $97.27 $86.27 $154.06 $47.61 $76.08 $44.95 $65.04 $83.75 $76.71 $80.06 $114.43

Room Revenue: $3,716,901,140 $259,149,512 $1,554,714,497 $137,685,306 $280,292,972 $117,027,231 $184,447,988 $259,443,717 $289,015,631 $182,504,962 $452,619,324


MD-VA Luxury Class


MD-VA Upper Upscale Class


MD-VA Upscale Class


MD-VA Upper Midscale Class

Market: Washington, DC-MD-VA Midscale

Class

Market: Washington, DC-MD-VA Economy

ClassHotels: 25 108 139 158 63 180

Room Supply: 2,589,675 12,678,236 8,298,845 7,382,114 2,557,190 4,705,456Room Demand: 1,907,231 8,973,882 5,819,880 4,769,673 1,396,174 2,906,326

Occupancy: 73.6% 70.8% 70.1% 64.6% 54.6% 61.8%

BY MARKET CLASS

Occupancy: 73.6% 70.8% 70.1% 64.6% 54.6% 61.8%Average Rate: $264.85 $175.43 $139.23 $108.64 $87.29 $64.39

RevPAR: $195.05 $124.18 $97.64 $70.19 $47.66 $39.77Room Revenue: $505,120,606 $1,574,323,610 $810,297,013 $518,155,739 $121,877,074 $187,127,098

VARIATION TO PEAK AND LOW - REVPARPast 7 Years


MD-VA Tract: AlexandriaTract: Washington

DC (CBD)Tract: Suburban

Virginia AreaTract: Maryland

South & EastTract: I-95

FredericksburgTract:

Frederick/Rockville

Tract: Fairfax/Tysons

CornerTract: Dulles Airport Area

Tract: Bethesda/College

Park Tract: Arlington, VAPeak - Past 7 Years: $104.30 $91.99 $158.03 $60.47 $76.08 $48.02 $68.18 $97.92 $98.57 $91.53 $124.81

BY MARKET AND TRACT

Peak - Past 7 Years: $104.30 $91.99 $158.03 $60.47 $76.08 $48.02 $68.18 $97.92 $98.57 $91.53 $124.81Month of Peak: January 2009 January 2009 January 2009 April 2008 March 2012 October 2007 January 2009 April 2008 April 2007 July 2008 February 2009

Low - Past 7 Years: $84.87 $75.11 $119.01 $45.10 $53.59 $42.54 $56.40 $79.47 $71.29 $72.88 $93.95Month of Low: January 2005 January 2005 January 2005 June 2010 January 2005 January 2005 January 2005 February 2010 April 2010 January 2005 January 2005

Current: $97.27 $86.27 $154.06 $47.61 $76.08 $44.95 $65.04 $83.75 $76.71 $80.06 $114.43Current Month: March 2012 March 2012 March 2012 March 2012 March 2012 March 2012 March 2012 March 2012 March 2012 March 2012 March 2012

Current Variation to Peak: -6.7% -6.2% -2.5% -21.3% 0.0% -6.4% -4.6% -14.5% -22.2% -12.5% -8.3%Current Variation to Low: 14.6% 14.9% 29.4% 5.6% 42.0% 5.7% 15.3% 5.4% 7.6% 9.9% 21.8%



MD-VA Upper


MD-VA Upscale


MD-VA Upper

Market: Washington, DC-MD-VA Midscale

Market: Washington, DC-MD-VA Economy

BY MARKET CLASS

Washington, DC-MD-VA Luxury Class

MD-VA Upper Upscale Class

MD-VA Upscale Class

MD-VA Upper Midscale Class

MD-VA Midscale Class

MD-VA Economy Class

Peak - Past 7 Years: $195.57 $134.42 $109.67 $77.39 $57.69 $44.14Month of Peak: September 2011 January 2009 January 2009 April 2008 May 2007 June 2006

Low - Past 7 Years: $154.35 $107.62 $88.05 $63.14 $45.80 $35.14Month of Low: January 2005 January 2005 January 2005 January 2005 February 2010 April 2010

Current: $195.05 $124.18 $97.64 $70.19 $47.66 $39.77Current Month: March 2012 March 2012 March 2012 March 2012 March 2012 March 2012

Current Variation to Peak: -0.3% -7.6% -11.0% -9.3% -17.4% -9.9%Current Variation to Low: 26.4% 15.4% 10.9% 11.2% 4.1% 13.2%

Composite: Market, Tracts, and Market ClassesComposite: Market, Tracts, and Market ClassesSource of All Data: Smith Travel ResearchAny reprint, use, or republication of all or part of this presentation without the prior written approval of Smith Travel research, Inc., or STR Global, Ltd. (collectively "STR") is strictly prohibited. Any such reproduction shall specifically reference STR as the © 2012 Smith Travel Research, Inc. All rights reserved.

Number of Hotels by Market and Tract - 12 Months Ending March 2012Number of Hotels by Market Class - 12 Months Ending March 2012

673700

800

158

180

160

180

200

400

500

600

108

139

6360

80

100

120

140

160

55

11791 77 80

55 49 63 42 44100

200

30025

0

20

40

60

0

Room Night Demand by Market and Tract - 12 Months Ending March 2012 Room Night Demand by Market Class - 12 Months Ending March 2012

30,000,000 10,000,000

20,000,000

25,000,000

30,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

10,000,000

15,000,000

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

0

5,000,000 0

Supply Change by Market and Tract, 12-Month Moving Average - Last 5 Years Supply Change by Market Class, 12-Month Moving Average - Last 5 Years

35.0%

40.0%

45.0% Market: Washington, DC-MD-VA

Tract: Alexandria

Tract: Washington DC (CBD)

Tract: Suburban Virginia Area

Tract: Maryland South & East

Tract: I-95 Fredericksburg

10.0%

12.0%

14.0%Market: Washington, DC-MD-VA Luxury Class Market: Washington, DC-MD-VA Upper Upscale Class

Market: Washington, DC-MD-VA Upscale Class Market: Washington, DC-MD-VA Upper Midscale Class

Market: Washington, DC-MD-VA Midscale Class Market: Washington, DC-MD-VA Economy Class

15.0%

20.0%

25.0%

30.0% Tract: I-95 Fredericksburg

Tract: Frederick/Rockville

Tract: Fairfax/Tysons Corner

Tract: Dulles Airport Area

Tract: Bethesda/College Park

Tract: Arlington, VA

2.0%

4.0%

6.0%

8.0%

-5.0%

0.0%

5.0%

10.0%

-4.0%

-2.0%

0.0%

2.0%

Demand Change by Market and Tract, 12-Month Moving Average - Last 5 Years Demand Change by Market Class, 12-Month Moving Average - Last 5 Years

-10.0%

-5.0%

Apr 07 Oct 07 Apr 08 Oct 08 Apr 09 Oct 09 Apr 10 Oct 10 Apr 11 Oct 11

-6.0%Apr 07 Oct 07 Apr 08 Oct 08 Apr 09 Oct 09 Apr 10 Oct 10 Apr 11 Oct 11

30.0%

35.0%

40.0% Market: Washington, DC-MD-VA

Tract: Alexandria

Tract: Washington DC (CBD)

Tract: Suburban Virginia Area

Tract: Maryland South & East

Tract: I-95 Fredericksburg

15.0%

20.0% Market: Washington, DC-MD-VA Luxury Class Market: Washington, DC-MD-VA Upper Upscale Class



10.0%

15.0%

20.0%

25.0% Tract: I-95 Fredericksburg

Tract: Frederick/Rockville

Tract: Fairfax/Tysons Corner

Tract: Dulles Airport Area

Tract: Bethesda/College Park

Tract: Arlington, VA5.0%

10.0%

-10.0%

-5.0%

0.0%

5.0%

-5.0%

0.0%

Occupancy Change by Market and Tract, 12-Month Moving Average - Last 5 Years Occupancy Change by Market Class, 12-Month Moving Average - Last 5 Years

-15.0%

-10.0%



10.0%

15.0% Market: Washington, DC-MD-VA Tract: Alexandria Tract: Washington DC (CBD)

Tract: Suburban Virginia Area Tract: Maryland South & East Tract: I-95 Fredericksburg

Tract: Frederick/Rockville Tract: Fairfax/Tysons Corner Tract: Dulles Airport Area

Tract: Bethesda/College Park Tract: Arlington, VA

4.0%

6.0%




0.0%

5.0%

-2.0%

0.0%

2.0%

-10.0%

-5.0%

-8.0%

-6.0%

-4.0%



Average Rate Change by Market and Tract, 12-Month Moving Average - Last 5 Years Average Rate Change by Market Class, 12-Month Moving Average - Last 5 YearsAverage Rate Change by Market and Tract, 12-Month Moving Average - Last 5 Years Average Rate Change by Market Class, 12-Month Moving Average - Last 5 Years

30.0%




Tract: Bethesda/College Park Tract: Arlington, VA 10.0%




0.0%

10.0%

20.0%

0.0%

5.0%

-20.0%

-10.0%

0.0%

-10.0%

-5.0%

RevPAR Change by Market and Tract, 12-Month Moving Average - Last 5 Years RevPAR Change by Market Class, 12-Month Moving Average - Last 5 Years



RevPAR Change by Market and Tract, 12-Month Moving Average - Last 5 Years RevPAR Change by Market Class, 12-Month Moving Average - Last 5 Years

20.0%

25.0%




Tract: Bethesda/College Park Tract: Arlington, VA 10.0%




0.0%

5.0%

10.0%

15.0%

-5.0%

0.0%

5.0%

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

-15.0%

-10.0%

-5.0%

-25.0%

-20.0%



Market: Washington, DC-MD-VASource of All Data: Smith Travel Research

KEY STATISTICS:12 Months Ending March 2012 OCC ADR RevPAR

% Change Peak - Past 7 Years: 71.1% $155.94 $104.30Hotels: 673 Month of Peak: December 2005 January 2009 January 2009

© 2012 Smith Travel Research, Inc. All rights reserved.

Any reprint, use, or republication of all or part of this presentation without the prior written approval of Smith Travel Research, Inc., or STR Global, Ltd. (collectively "STR") is strictly prohibited. Any such reproduction shall specifically reference STR as the source. This presentation is based on data collected by STR. No strategic advice or marketing recommendation is intended or implied.

Hotels: 673 Month of Peak: December 2005 January 2009 January 200912-Month Room Night Supply: 38,211,516 1.1% Total Rooms: 104,689 Low - Past 7 Years: 64.1% $120.01 $84.87

12-Month Room Night Demand: 25,773,166 1.7% Month of Low: February 2010 January 2005 January 2005Occupancy: 67.4% 0.5% Current: 67.4% $144.22 $97.27

Average Rate: $144.22 -0.1% Current Month: March 2012 March 2012 March 2012RevPAR: $97.27 0.4% Current Variation to Peak: -5.2% -7.5% -6.7%

Room Revenue: $3,716,901,140 1.5% Current Variation to Low: 5.2% 20.2% 14.6%

Market: Washington, DC-MD-VASource of All Data: Smith Travel ResearchAny reprint, use, or republication of all or part of this presentation without the prior written approval of Smith Travel research, Inc., or STR Global, Ltd. (collectively "STR") is strictly prohibited. Any such reproduction shall specifically reference STR as the © 2012 Smith Travel Research, Inc. All rights reserved.

Key Statistics12 Months Ending March 2012

% ChangeHotels: 673

Room Supply: 38,211,516 1.1%Room Demand: 25,773,166 1.7%Room Demand: 25,773,166 1.7%

Occupancy: 67.4% 0.5%Average Rate: $144.22 -0.1%

RevPAR: $97.27 0.4%Room Revenue: $3,716,901,140 1.5%

Annual Change - Supply and Demand Annual Change - Occupancy, Rate, and RevPAR

10.0%Supply

15.0%OCC

4.0%

6.0%

8.0%SupplyDemand

5.0%

10.0%

OCCADRRevPAR

-2.0%

0.0%

2.0%

-5.0%

0.0%

-8.0%

-6.0%

-4.0%

-2.0%

-15.0%

-10.0%

12-Month Moving Average Change - Supply and Demand 12-Month Moving Average Change - Occupancy, Rate and RevPAR

-8.0%2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

4.0%

6.0%

8.0%

10.0%SupplyDemand

10.0%

15.0%

20.0%OCCADRRevPAR

-6.0%

-4.0%

-2.0%

0.0%

2.0%

-5.0%

0.0%

5.0%

-12.0%

-10.0%

-8.0%

-6.0%

Dec 01 Dec 02 Dec 03 Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10 Dec 11-20.0%

-15.0%

-10.0%

Dec 01 Dec 02 Dec 03 Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10 Dec 11Dec 01 Dec 02 Dec 03 Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10 Dec 11

Recent 12-Month Moving Average Change - Supply and Demand Recent 12-Month Moving Average Change - Occupancy, Rate and RevPAR

7.0%

8.0%SupplyDemand

10.0%OCCADR

3.0%

4.0%

5.0%

6.0%Demand

0.0%

5.0%ADRRevPAR

0.0%

1.0%

2.0%

3.0%

-10.0%

-5.0%

Recent Six-Month Weekday/Weekend Occupancy Change Recent Six-Month Weekday/Weekend Average Rate Change

-1.0%Jan 10 Jan 11 Jan 12 -15.0%

Jan 10 Jan 11 Jan 12

Recent Six-Month Weekday/Weekend Occupancy Change Recent Six-Month Weekday/Weekend Average Rate Change

12.2%13.0%

WDWE

0.0

5.6%

2.4%

WDWE

0.10.0

0.0

6.5%

8.0%WE

0.0

0.0

0.0

2.4%

0.9%1.1%

WE

0.0

0.0

0.0

0.0

-2.0% -2.3%

0.0

0.0

0.00.0

-4.5%-4.1%

0.0

Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12

-4.5%

Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12

Day of Week Occupancy - Rolling 12 MonthsDay of Week Average Rate - Rolling 12 Months

75.3% 75.2% $158.43 $162.30 $158.87

54.3%

68.2% 67.0% 64.3%67.8% $140.29

$145.91

$119.58 $119.31

Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat

Rolling 12-Month Transient Room Night Demand - Five-Year History Rolling 12-Month Group Room Night Demand - Five-Year History

2011/2012 2010/2011 2009/2010 2008/2009 2007/2008

Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat

1,400,000

1,500,000

1,600,000 2011/2012 2010/2011 2009/2010 2008/2009 2007/2008

800,000

900,000

1,000,000

1,100,000 2011/2012 2010/2011 2009/2010 2008/2009 2007/2008

1,100,000

1,200,000

1,300,000

500,000

600,000

700,000

800,000

800,000

900,000

1,000,000

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

300,000

400,000

500,000


Rolling 12-Month Transient Average Rate - Five-Year History Rolling 12-Month Group Average Rate - Five-Year History


170

180

190 2011/2012 2010/2011 2009/2010 2008/2009 2007/2008

180

190

200 2011/2012 2010/2011 2009/2010 2008/2009 2007/2008

140

150

160

170

150

160

170

110

120

130

140

120

130

140

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar110Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar



Steve Hennis: DC Perspectives

[email protected]

Source of Demand Channel Distribution Study 2011

Channel Revenue & ADR Washington, DC 2011 Distribution Channel Analysis

Primary Urban Markets Most Appealing to Investors Hotel Investors Gauge Q3 2011

1. New York 2. Washington, DC 3. Boston 4. Miami/Fort Lauderdale 5. Los Angeles

Hotel Transactions 2011 Average Price per Key

$0

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000

$500,000

Acquisition Underwriting Parameters Hotel Investors Gauge Q1 2012

Hold Period 5.6 yrs

Leveraged IRR 18.5%

Cap Rate on TTM NOI 7.9%

Development Underwriting Parameters Hotel Investors Gauge Q1 2012

Hold Period Post-Completion 6.1 yrs

Leveraged IRR 20.6%

Financing Terms Hotel Investors Gauge Q1 2012

Loan Term 5 years

Loan to Value 65%

LIBOR Spread 350 bps

Debt Service Coverage Ratio 1.3


Caitlyn Milton: New Metrics and Tools

[email protected]

Tab 2 - Bandwidth Analysis: February 2010Sample Hotel

STR # XXXXXX

For the Month of: February 2010 Monthly Competitive Set Data Excludes Subject

2 2 2 2 4 5 7 3 1 1 1 7 7 6 8 6 5 9 9 8 5 3 1 3 6 4 4 6

of of of of of of of of of of of of of of of of of of of of of of of of of of of of

9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9

Occupancy (%) Bandwidth

ADR Bandwidth

My Prop Occ

Rank:

4%

24%

44%

64%

84%

104%

Mo

n : 0

1

Tu

e : 0

2

We

d :

03

Th

u : 0

4

Fri : 0

5

Sa

t : 0

6

Su

n : 0

7

Mo

n : 0

8

Tu

e : 0

9

We

d :

10

Th

u : 1

1

Fri : 1

2

Sa

t : 1

3

Su

n : 1

4

Mo

n : 1

5

Tu

e : 1

6

We

d :

17

Th

u : 1

8

Fri : 1

9

Sa

t : 2

0

Su

n : 2

1

Mo

n : 2

2

Tu

e : 2

3

We

d :

24

Th

u : 2

5

Fri : 2

6

Sa

t : 2

7

Su

n : 2

8

Oc

cu

pa

nc

y (

%)

41

61

81

101

121

141

161

AD

R

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Feb Occ Roll Up

Min MyProp Max

80

100

120

140

160

Feb ADR Roll Up

3 2 2 3 6 5 3 3 2 2 3 2 3 2 1 1 2 3 6 3 3 2 2 2 3 4 3 4


9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9

1 1 1 2 4 5 4 2 1 1 1 6 7 5 4 3 4 7 8 7 4 1 1 3 4 4 3 5


9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9

* Days when the rankings are Shaded are designated as "Weekends" (Friday and Saturday)

STR Analytics

My Prop ADR

Rank:

My Prop

RevPAR

Rank:

��

��

Potential Revenue Loss*

315,135.38

*Calculated room revenue gain or loss had my property been the

daily RevPAR leader or laggard for entire month.

RevPAR Bandwidth

Potential Revenue Gain*

186,500.00

4%

24%

44%

64%

84%

104%

Mo

n : 0

1

Tu

e : 0

2

We

d :

03

Th

u : 0

4

Fri : 0

5

Sa

t : 0

6

Su

n : 0

7

Mo

n : 0

8

Tu

e : 0

9

We

d :

10

Th

u : 1

1

Fri : 1

2

Sa

t : 1

3

Su

n : 1

4

Mo

n : 1

5

Tu

e : 1

6

We

d :

17

Th

u : 1

8

Fri : 1

9

Sa

t : 2

0

Su

n : 2

1

Mo

n : 2

2

Tu

e : 2

3

We

d :

24

Th

u : 2

5

Fri : 2

6

Sa

t : 2

7

Su

n : 2

8

Oc

cu

pa

nc

y (

%)

41

61

81

101

121

141

161

Mo

n : 0

1

Tu

e : 0

2

We

d :

03

Th

u : 0

4

Fri : 0

5

Sa

t : 0

6

Su

n : 0

7

Mo

n : 0

8

Tu

e : 0

9

We

d :

10

Th

u : 1

1

Fri : 1

2

Sa

t : 1

3

Su

n : 1

4

Mo

n : 1

5

Tu

e : 1

6

We

d :

17

Th

u : 1

8

Fri : 1

9

Sa

t : 2

0

Su

n : 2

1

Mo

n : 2

2

Tu

e : 2

3

We

d :

24

Th

u : 2

5

Fri : 2

6

Sa

t : 2

7

Su

n : 2

8

AD

R

2

22

42

62

82

102

122

142

Mo

n : 0

1

Tu

e : 0

2

We

d :

03

Th

u : 0

4

Fri : 0

5

Sa

t : 0

6

Su

n : 0

7

Mo

n : 0

8

Tu

e : 0

9

We

d :

10

Th

u : 1

1

Fri : 1

2

Sa

t : 1

3

Su

n : 1

4

Mo

n : 1

5

Tu

e : 1

6

We

d :

17

Th

u : 1

8

Fri : 1

9

Sa

t : 2

0

Su

n : 2

1

Mo

n : 2

2

Tu

e : 2

3

We

d :

24

Th

u : 2

5

Fri : 2

6

Sa

t : 2

7

Su

n : 2

8

Re

vP

AR

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Feb Occ Roll Up

Min MyProp Max

0

20

40

60

80

100

120

140

160

Feb ADR Roll Up

Min MyProp Max

0

10

20

30

40

50

60

70

80

90

100

Feb RevPAR Roll Up

Min MyProp Max

tab 2 bandwidth analysis

Bar graphs on the side show the averages of the month.

The Light Gray bar is the average of the bottom of the band.

The Dark Gray bar is average of the top of the band.

The Green bar is your monthly average.

In this example, the chart illustrates that the Green Bar is below the Dark Gray Bar, meaning your property was not higher than the top of the band for that month.

Potential Revenue Gain is calculated off the RevPAR band. This figure indicates that IF your hotel achieved what the RevPAR leader achieved every day of the month (i.e. the top of the band every day), this is the potential room revenue you could have gained.

Orange line above the band means your hotel was the top RevPAR performer for that day.

go beyond the average

What is the Blue Line = Your property’s daily occupancy for the month

What is the Green Line = Your property’s daily ADR for the month

What is the Orange Line = Your property’s daily RevPAR for the month

What does the Gray Band represent? The Gray band represents the daily range of high and low performance in your competitive set for each day of the month. The top of the band is the highest performance for each day in your comp set. The bottom of the band is the lowest performance for each day in your comp set.

Days when your line is above the band, you were the comp set leader.

Days when your line is below the band, you were the comp set laggard.

Segmentation bandwidth report

What does my Segmentation Bandwidth Report show me?

• Avisualdisplayofyourproperty’ssegmenteddailyoccupancy,ADRandRevPARperformanceagainstthehighandlowperformanceofyourcompetitiveseteachdayinsteadofjustagainstanaverage.Inthesegmentationreport,thisdataisbrokendownbysourceofbusiness:transient,group, and contract, over your competitive set.

•Letsyouvisuallyseewhereopportunitiesineachsegmentwerewonandlost,andhoweachsourceofbusinessisperformingthisyearoverlastyear.

Occupancy % for your transient data, compared to your competitive set.

Separate tab for each segment.

view segmentation like never

before

Transient- rooms occupied by those with reservationsatrack,corporate,corporatenegotiated,package,government,orforeigntravelerrates.Alsoincludesoccupiedroomsbookedviathirdpartywebsites(exception:simultaneousbookingsoftenormoreroomswhichshouldbedefinedasgroup).

Group- soldsimultaneouslyinblocksofaminimumof ten rooms or more (e.g. group tours, domestic and international groups, association, convention and corporategroups).

see what strategies work in your comp set

Use the RevPAR Positi oning Matrix (RPM) Report to visualize the competi ti ve universe around you

In this example, your property ranked fourth for RevPAR for the period. The properti es that ranked fi rst and third did so by outperforming your hotel in both occupancy and average rate. The property with the second-highest RevPAR had

a lower average rate than your property, but a much stronger occupancy. The comp set laggard (ranked eighth here) had a similar occupancy to yours but a much lower average rate.

Competi tors located in the LOWER-LEFT quadrant are underperforming your

property in both occupancy and average rate

Competi tors located in the LOWER-RIGHT quadrant are outperforming

your property in occupancy and underperforming your property in

average rate

Competi tors located in the UPPER-RIGHT quadrant are outperforming your property in both occupancy and average

rate

Competi tors located in the UPPER-LEFT quadrant are outperforming your property in average rate and underperforming your property in

occupancy

Dat

aCas

t

Infused with parameters formulated from

STR’s comprehensive database, DataCast

provides the guidance you need to make

informed decisions. Driven by years of

hotel performance metrics, it allows you

to adjust the forecasts to better evaluate

market potential.

ANA LY T I C S

Altering the landscape of

hotel forecasting methodology

Product Highlights• Ability to modify and better devise

a practical forecast including fluctuations in the economy

• Allows you to alter specificparameters of the projections to improve assessment of market risk and volatility

• Evaluates each metric andsimplifies the ratings into a unique visual readout

• Adjustable RevPAR PositioningMatrix permits data-driven modifications to the occupancy and average rate indexes

Benefits

Primary Uses• Budgeting & Business Planning• Risk Assessment• Hold/Sell Analysis• Transaction Underwriting & Due Diligence• Appraisals, Market Studies, and Feasibility Studies

• Custom & Flexible Built-in tools allow you to adjust the forecasts to suit your individual perspective

• Fast & EfficientFind all of the key market data points simplified for evaluations by clients and colleagues

• Long Term & Short Term

Projections delineate month

by month performance for

the next 24 months as well as

annual forecasts for the next

5-year and 10-year periods

© 2011 Smith Travel Research, Inc. All rights reserved

For information on other STR Analytics products contact [email protected] or

US +1 303.449.6558.

Visit www.STRanalytics.com

Pricing

Annual Subscriptions(4 quarterly reports)

• $2,400 for a competitive set

including a subject property

• $1,900 for a market or custom

competitive set

One-time Reports

• $1,200 for a competitive set andincluding a subject property

• $950 for a market or

custom competitive set

*Discounts available for multiplemarkets or competitive sets.

Click image to view sample.

Want to know more?

mailto:concierge%40stranalytics.com?subject=mComp%20Report

http://www.str.com/Samples/NA/DataCastSample.pdf

Com

p Se

t Sui

te It is clear there is a need for professional

comp set advice, so the Comp Set Suite

is our solution. The Suite can be seen as

seperate “options” as well as “steps”.

Regardless of which option you choose,

consulting is always an add-on option. Let

STR Analytics do your comp set

analysis to ensure you have chosen the

right one.

Visit www.STRanalytics.com to view the full suite of products.

ANA LY T I C S

Comp Set Suite of tools for

every budget

Comp Set Suite Highlights

• Progressive products and services to helpyou through comp set creation, evaluation and correction processes from start to finish.

• Compares ADR, Occ, RevPAR, distance, age,class and room count of your comp set.

• Includes a “pool” of potentiallycompetitive properties, your “best possible grade” comp set and one-on-one consulting services.

• Your hotel’s comp set “grade” compared to otheranalogous properties’ comp sets from over 30,000 US and 6,000 European hotels.

How to get the most out of the Comp Set Suite• Understand your current competitive set

• Uses STR’s extensive databaseto find your best competitive set, whether it’s a primary set or an additional set with a specific goal

• Useful when appraising a hotel to determine therelativity of its past performance

Inquire Now! Email [email protected] or

call +1 888 449 4772.


4

5

Already an STR STAR Report Subscriber?

Dig even deeper into your STAR Report with STR Analytics Bandwidth and RevPar Positioning Matrix (RPM) Reports.

Good Comp Set?

Bad Comp Set? comp set grade

$100

We give you insight,you have the control

comp set grade & property pool list within your set parameters

$500

Let the professionals choose your comp set for you

comp set grade, property pool list & improved set

$900

Complete customization and consultation....What could be better?

comp set grade & consulting sessionto guide you towards a better comp set

Priced per property

1comp set grade

grade, pool &

new set

grade & pool

3

2

4Full statistical study of your market

to establish the most objective comp setmComp Report

starting at $2,500

5

mComp

grade & consult

mailto:concierge%40stranalytics.com?subject=mComp

Indi

vidu

aliz

ed

HOS

T Re

port You can now purchase individual operating

statements rather than aggregated statements.

The statements are hand-selected by our staff of

hospitality experts based on the general criteria

provided by you. The statements are masked so

that the confidentiality of the property is ensured.

ANA LY T I C S

Individualized HOST Report: We have over 50,000 operating

statements. Find the one you need.

To view a sample visit www.stranalytics.com.

How is the Individualized HOST Report Different?

Primary Users• Owners

• Management Companies

• Developers

• Consulting Firms

• Asset Managers

• Law Firms

ANA LY T I C S

Individualized HOST Report

With an Individualized HOST

Report provided by STR

Analytics, you will receive

actual, individual operating

statements for properties

that meet your criteria.

Although we will never reveal

the identity of the properties

selected, you can trust the

experience of our experts to

select statements relevant to

your needs.


1) How are the statements chosen?They are selected by our team of hospitality veterans. You will provide general guidelines of what you are looking for, and we will do the rest. We will not select statements for specifically requested hotels or using any criteria that will allow the user to identify the property.

2) What data is shown? For each statement, you will receive line-item performance on an percent of revenue, per-occupied-room, and per-available-room basis. The property’s state and chain-scale is also provided.

FAQ

Inquire Now! Visit www.STRanalytics.com

Email [email protected]

Call +1 303 396 1644

Inte

ract

ive

Dash

boar

ds

Imagine being able to instantly manipulate

thousands of data points to focus on the

key pieces that require attention. We

use innovative tables, charts, graphs and

mapping technology in conjunction with

user selection options for you to better

visualize information.

For more information on Interactive Dashbords and other STR Analytics products, please contact the STR Sales Team at [email protected] or US +1 615 824.8664 ext 3504.

ANA LY T I C S

Your Data, Your Way Visualize the hotel market like never before.

Product Highlights• Consolidates information

from competitive sets, financial statistics, economic and demographic information, and market data

• Can be pre-loaded with various components from STR’s vast databases including STAR, Census, HOST, Pipeline, Transactions, etc.

• Infinite possibilities on how data can be viewed

• Sort and filter on multiple levels to find answers onthe fly

To view a sample visit www.stranalytics.com.

Benefits

Primary Users• Developers• Operators • Asset Managers• Lenders• Owners• Convention & Visitors Bureaus

• Quicker & Simpler Be able to add and remove data in a simple click, rather than spending time recalculating information and recreating charts

• Save TimeEliminate the need to spend valuable time re-keying data into spreadsheets and other platforms each period

• Avoid Analysis Paralysis

Come fully prepared for

your meetings with all of the

answers easily accessible at

your fingertips

Looking for more options? Our Customized Analytical Tools

allow you to incorporate STR data

into spreadsheet models with the

click of a button.

Advantages:

• Designed to enhance your

analytical capabilities and make

quick adjustments, instantly

modifying the output

• Generic modules can be

created for multiple purposes

• Intense customized models

can be designed for specific

uses, including appraisals,

due diligence, feasibility

analysis, underwriting, and

risk assessment


mailto:concierge%40stranalytics.com?subject=mComp%20Report

ROI ModelANA LY T I C S

A robust, easy-to-use software platform to analyze a hotel investment deal. Evaluate deals in an hour rather than a full day. Available for both existing and proposed properties, our models can integrate with STR data to allow for fast underwriting. The models are fully customizable to incorporate your specific investment criteria and interests.

Summary of Tabs• Competition, STR & RevPAR Performance• Operating History• Forecast of Detailed F&B Income and Expenses• Masked Operating Comp Statements

- From HOST Database

• Forecast of Income & Expense (ProForma)• Return Analysis• Data & Response

Designate your parameters

Fully supported by STR Analytics.

STRanalytics.com

For an interactive sample call +1 303 396 1644 or email

[email protected].

DC Market Statistics

On average, hotels in DC have between 5 and 6 hotels in their competitive sets

On average, hotels in DC are named as a competitor by between 5 and 6 other hotels

Washington DC Nameback is 48%

National US Nameback is 45%

washington dc: may 17th, 2012 str analytics concierge ...€¦ · this presentation is based on...

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