Definition
An industry benchmarking report comparing hotel performance to a competitive set using Occupancy, ADR, and RevPAR.
Why It Matters
Gives context for pricing, demand, and market position—so decisions aren’t made in a vacuum.
✅ Best Practices
- Maintain an apples-to-apples compset.
- Review weekly/monthly trends.
- Tie insights to rate, promo, and channel strategy.
- Track index (MPI, ARI, RGI).
Common Mistakes
- Using a mismatched compset.
- Looking at one metric in isolation.
- Treating STR as a report, not a roadmap.
Related Articles
- Profitable Packages: How Hotel Packages Drive Direct Bookings…Even if they “Don’t Sell”
- The Ultimate Checklist for Hiring a Hotel Marketing Task Force
- Navigating Economic Uncertainty: How a Hotel Marketing Task Force Can Help
From Definitions to Decisions
Turn STR insights into action—pricing, promos, and channels that win your market.