STR (Smith Travel Research)

Smith Travel Research (STR) is a company that collects and analyzes data on the hospitality industry, specifically hotels. They track metrics like occupancy rates, average daily rates, and revenue per room, providing insights into hotel performance and industry trends. Hotels, investors, and industry professionals use STR’s reports to compare performance, make strategic decisions, and understand market conditions. Think of STR as a specialized weather service, but for hotel business patterns, helping stakeholders see where the industry is heading and how individual properties are performing relative to their competitors.