STR Expands daySTAR Program

HENDERSONVILLE, TN— Smith Travel Research announced the expansion of its daySTAR Program outside the United States, giving hoteliers outside the U.S. access to the some of the most up-to-date and actionable competitive benchmarking data available to the industry. The U.S. daySTAR Program, launched in 1998, has grown to be one of the largest ongoing samples of hotel daily performance data. Currently over 16,000 properties, accounting for approximately 2 million rooms report daily data on a weekly basis in the U.S., said STR. Current daySTAR participants include Cendant, Choice Hotels International, Hilton Hotels, Marriott International, Six Continents, and Starwood Hotels & Resorts. The worldwide daySTAR Program will initially focus on data collection and reporting in Canada, with plans to expand the program rapidly to Europe and Asia Pacific. Reporting daily performance on a weekly basis, the daySTAR reports will immediately enhance the Canadian monthly STAR Program.