STR Launches WorldWide daySTAR

U.S. and CANADA— Smith Travel Research has expanded its daySTAR Program outside the United States, introducing its competitive benchmarking data to global hoteliers. The U.S. daySTAR Program, launched in 1998, has grown to be the largest ongoing sample of hotel daily performance data. Currently over 16,000 properties, accounting for approximately 2 million rooms report data on a weekly basis in the U.S. 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.