STR Report for Hotels Explained

Simply put, an STR report is a hotel competitor analysis tool that aggregates performance data from your property and a defined set of similar competitor hotels.^[4] It anonymizes and condenses vast amounts of hotel industry data into an apples-to-apples comparison of metrics like occupancy, average rate, and revenue, which can reveal whether your hotel is leading or lagging the market.^[5] Hotels receive their individual STR report on a regular schedule (usually weekly and/or monthly). As a kind of industry report card, STR reports for hotels use raw data to provide a confidential, quantitative look at how well they are doing relative to their competition.^[6]

The hotel STR report has a number of aliases. STR itself stands for Smith Travel Research and is the name of the company that compiles and sells the data. STR is itself a daughter company of the CoStar Group, and so formally the company refers to their product as CoStar with STR Benchmark.^[7] Previously—and still informally—this product was also called the STAR report, which stands for the Smith Travel Accommodations Report; while this name no longer appears on the company’s website, it is still widely used by customers and industry insiders to refer to the product.^[8]

The STR reports for hotel benchmarking provide insights far beyond raw property data by comparing your hotel’s key performance indicators to your competitors and what is standard for your broader market. Hoteliers can turn these data on occupancy, rates, and revenue trends into insights on their performance in a given segment,^[9] supporting rigorous hotel competitor analysis, highlighting areas of over- or under-performance and informing pricing or marketing adjustments.^[10] Crucially, STR reports reveal whether revenue gains reflect true market share growth or merely lag competitors, prompting strategic reassessment when needed.^[11]

Hoteliers can quickly see what qualifies as good or bad performance in their market segment—for instance, you might learn that a 70% occupancy is excellent in your region during off-season, or that your ADR is below the compset average, signaling an opportunity. As a result, many hotels rely on STR reports for hotel managers in regular reviews, budgeting, forecasting, and ownership reporting, using them as both a diagnostic tool and a guide for improvement.^[12]

When you receive an STR report for hotel benchmarking, you’ll notice it focuses on a few key performance indicators (KPIs): Occupancy Rate, Average Daily Rate (ADR), and Revenue per Available Room (RevPAR).^[13]

Occupancy Rate

Occupancy rate is the percentage of available rooms sold and is calculated as follows:

Rooms Sold ÷ Rooms Available × 100

It indicates demand capture:^[14] a 75% occupancy rate means that three-quarters of a hotel’s rooms were filled on average. In STR reports for hotel performance, occupancy is a core indicator of volume versus your compset and market averages, showing whether you are gaining or losing share.

Average Daily Rate (ADR)

Average Daily Rate (ADR) measures the average revenue earned per occupied room and is calculated as follows:

Total Room Revenue ÷ Number of Rooms Sold

Monitoring ADR alongside occupancy is critical, as maximizing rate without harming demand drives stronger revenue outcomes.^[15] STR data makes a relatively low or high ADR obvious, enabling hoteliers to correct for underpricing or occupancy suppression, respectively.

Revenue per Available Room (RevPAR)

Revenue per available room (RevPAR) is arguably the single most important metric on the STR report, and is calculated as follows:

Occupancy × ADR, or Total Room Revenue ÷ Total Available Rooms^[16]

By measuring the revenue generated per room, RevPAR accounts for both occupancy and rate in a single measure of revenue efficiency. In STR reports, RevPAR is shown alongside compset results and indexed to reveal relative performance. A RevPAR Index above 100 indicates outperformance, while results below 100 signal underperformance.^[17] Because RevPAR directly reflects revenue management effectiveness and overall financial health, improving it is usually the goal of any revenue strategy, and owners and investors rely heavily on it when evaluating hotel performance and competitive positioning.^[18] A healthy RevPAR relative to your peers often translates to better profitability and can be a competitive advantage in your market.

A standard hotel STR report is organized into several sections or tabs, each providing different cuts of your performance data. Independent hoteliers should pay particular attention to a few primary tabs that we will outline in this section.

Monthly Performance at a Glance (Tab 1)

The Monthly Performance at a Glance tab in an STR report for hotels provides a one-page snapshot comparing occupancy, ADR, and RevPAR against the competitive set for the current month, the year to date (YTD), and running 3- and 12-month periods.^[19] Hotel owners often start with this tab to get the big picture on relative performance at a quick glance.^[20]

Day of Week Analysis (Tab 2)

The Day of Week Analysis tab breaks down occupancy, ADR, and RevPAR by each day of the week, comparing your hotel to the compset.^[21] This view is ideal for identifying pricing or demand patterns—such as weak weekday occupancy or strong weekend rates—that can inform targeted strategies.^[22] For independent hotels, it highlights opportunities to adjust marketing or pricing for specific days.^[23]

Monthly Data (Tab 3)

The Monthly Data tab presents historical monthly performance trends for occupancy, ADR, and RevPAR, both for your hotel and the compset.^[24] It allows hoteliers to track seasonality, year-over-year changes, and momentum over time, supporting performance reviews, forecasting, and long-term planning.^[25]

Segmentation Data

Most STR reports for hotels include segmentation tabs that break performance into key business segments—typically Transient, Group, and Contract—comparing occupancy, ADR, and RevPAR against the compset for the current month and YTD.^[26] This data reveals which segments drive results and where gaps exist versus competitors. More advanced reports break down day-of-week performance by segment, highlighting imbalances such as strong weekend leisure demand but weak midweek corporate business.^[27] For independent hotels, segmentation insights support targeted sales, pricing, and contract strategies by showing not just how performance compares, but where revenue opportunities originate.^[28]

Knowing the data is one thing; knowing how to read and interpret an STR report is another. Here are a few tips for analyzing STR reports for hotels effectively. To interpret STR reports for hotel performance accurately, apply a structured, disciplined approach:

• Focus on Index and Rank. Index values and rankings immediately show your competitive standing. An index of 100 reflects market parity, an index above 100 indicates outperformance, and an index below 100 signals underperformance.^[29] For example, an Occupancy Index of 110 means your hotel sold 10% more rooms than the compset average. Rank (e.g., 3 of 7) further clarifies whether you lead or lag behind your peers.^[30]
• Compare Periods and Trends. An STR report is most powerful when you look at trends over time, not just a single data point. Review year-over-year changes and rolling periods to assess your hotel’s momentum. If RevPAR rises 3% while the compset grows 10%, you are losing share despite growth.^[31]
• Drill into Segments and Patterns. Use the detailed data—like segment and day-of-week breakdowns—to reveal root causes. If, for instance, a hotel’s weekday occupancy is much lower than its competitors’, it suggests an opportunity to target business travelers or local corporate accounts. An ADR on weekends below the compset’s might mean pricing is too low for leisure demand.
• Consider External Context. Always interpret data from an STR report for hotels with external context in mind. Events, seasonal fluctuation, renovations, or disruptions can all distort results. STR data should be interpreted alongside internal hotel data analytics and external market conditions.^[32]

If you’re interested in benchmarking your property, you might be asking: how to get an STR report for hotels? Enrollment is a straightforward process.^[33] Here are the steps to obtain an STR report for your hotel:

Step 1: Go to Website

Start by visiting STR’s official website at https://str.com/. STR offers a “Request a Demo” option on their site—you can click that to initiate the process of getting a report subscription. Prospective customers can request a free trial or sample report before deciding to buy.^[34]

Step 2: Register

Sign up by providing your hotel’s details and contact information to create an account with STR. As part of the registration process, you’ll typically fill out a form and agree to the data participation terms. STR may have you confirm some basic facts about your property, such as the number of rooms, your hotel’s name, its market, etc. In some cases, an STR representative will reach out after registration (or after you request a demo) to guide you through setup and ensure you meet any requirements. At this point, you become a data participant in STR’s network.^[35]

Step 3: Submit Data

Once registered, hotels must regularly submit performance data to STR to receive STR reports for hotel benchmarking. Required inputs include rooms available, rooms sold, and room revenue, reported daily or monthly depending on subscription level.^[36] Data submission is confidential, with STR publishing only aggregated compset or market results. Updates are a straightforward process, and some property management systems even automate it. STR emphasizes the simplicity of the process, often requiring only two data points—rooms sold and room revenue—since room supply is typically fixed or already calculated.

Step 4: Select Your Comp Set

As part of STR onboarding, hotels select a competitive set to benchmark their performance. STR enforces strict guidelines to protect data integrity: You must select a minimum of four hotels for your compset (excluding yours), and no single hotel or brand can account for more than 50% of the rooms in the set and no company for more than 70%.^[37] Comp sets should reflect true competitors—typically similar in location, scale, and quality. STR also requires participation from at least two different companies to preserve anonymity.^[38] While comp sets can be adjusted over time, careful selection is critical, as meaningful STR reports for hotel insights depend on accurate peer comparisons. When choosing your comp set, think about who your guests might also consider—those are your competitors.

Step 5: Receive Your Report

After data submission and comp set approval, STR begins delivering STR reports for hotel performance on the selected schedule—weekly and/or monthly—via email or an online dashboard.^[39] Reports typically include up to 18 months of historical KPI data, comparing and indexing your hotel’s performance against your compset’s. STR operates on a subscription basis, with costs varying by report frequency and add-ons. Many independent hotels find that the basic monthly STAR report pays for itself by providing insights that lead to revenue-boosting strategies.^[40]

The process is quite user-friendly, and STR’s team often assists new participants through the onboarding journey. Soon enough, you’ll have an STR report for your hotel performance arriving in your inbox, ready to inform your revenue strategy and give you a competitive edge. Armed with your STR report and the knowledge of how to interpret it, you can approach your hotel’s business decisions with confidence rooted in real data—a must in today’s hospitality industry.

Resources:

[1] Source: https://www.littlehotelier.com/blog/running-your-property/star-report/#:~:text=STR%20Inc%20is%20the,for%20hotel%20data

[2] Source: https://www.calameo.com/books/00346150341437ed34add#:~:text=Frequently%20Asked%20Questions%3A%20Who%20is,More

[3] Source: https://emersionwellness.com/str-reports-contribution-in-hospitality-industry/#:~:text=In%20the%20hotel%20industry%2C%20success,price%20strategically%2C%20and%20maximize%20revenue

[4] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=A%20STAR%20report%2C%20or%20an,report%E2%80%99%20are%20often%20used%20interchangeably

[5] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=A%20STAR%20report%2C%20or%20an,report%E2%80%99%20are%20often%20used%20interchangeably

[6] Source: https://www.costargroup.com/about-us/brands/str

[7] Source: https://www.costar.com/products/benchmark

[8] Source: https://www.littlehotelier.com/blog/running-your-property/star-report/#:~:text=What%20does%20STR%20stand%20for,in%20hotels

[9] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=,or%20economic%20changes%2C%20for%20example

[10] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=,or%20economic%20changes%2C%20for%20example

[11] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=,or%20economic%20changes%2C%20for%20example

[12] Source: https://www.mylighthouse.com/resources/blog/star-report-hotels#:~:text=Hotels%20typically%20use%20STAR%20reports,a%20new%20development%20or%20brand

[13] Source: https://www.mylighthouse.com/resources/blog/star-report-hotels#:~:text=%2A%20Occupancy%20%28,a%20hotel%20is%20capturing%20demand

[14] Source: https://www.mylighthouse.com/resources/blog/star-report-hotels#:~:text=%2A%20Occupancy%20%28,a%20hotel%20is%20capturing%20demand

[15] Source: https://www.revfine.com/str-report/#:~:text=management%20tips%20%20or%20hints

[16] Source: https://www.altexsoft.com/blog/hotel-revenue-management-solutions-best-practices-revenue-managers-role/#:~:text=Revenue%20per%20available%20room%20,two%20ways%20to%20calculate%20it

[17] Source: https://www.mylighthouse.com/resources/blog/star-report-hotels#:~:text=,overall%20revenue%20performance%20and%20efficiency

[18] Source: https://insights.ehotelier.com/insights/2013/09/04/revpar-goppar-profpar-which-is-a-key-metric/#:~:text=performance%20to%20similar%20hotels%20in,which%20company%20they%20hire%20to

[19] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=periods

[20] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=1,glance

[21] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=2

[22] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=Questions%20to%20ask%20when%20reviewing,this%20tab

[23] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=Questions%20to%20ask%20when%20reviewing,this%20tab

[24] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=3

[25] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=Questions%20to%20ask%20when%20reviewing,this%20tab

[26] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=5

[27] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=compares%20your%20hotel%E2%80%99s%20data%20to,compset%20and%20your%20broader%20market

[28] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=compares%20your%20hotel%E2%80%99s%20data%20to,compset%20and%20your%20broader%20market

[29] Source: https://www.mylighthouse.com/resources/blog/star-report-hotels#:~:text=,outperformance%3B%20below%20100%20%3D%20underperformance

[30] Source: https://www.mylighthouse.com/resources/blog/star-report-hotels#:~:text=,outperformance%3B%20below%20100%20%3D%20underperformance

[31] Source: https://www.mylighthouse.com/resources/blog/star-report-hotels#:~:text=,the%20same%20period%20last%20year

[32] Source: https://www.revfine.com/str-report/#:~:text=9,and%20Influences

[33] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=To%20get%20an%20STR%20report%2C,hotels%20in%20three%20simple%20steps

[34] Source: https://www.littlehotelier.com/blog/running-your-property/star-report/#:~:text=STR%20Inc%20is%20the,for%20hotel%20data

[35] Source: https://www.littlehotelier.com/blog/running-your-property/star-report/#:~:text=,from%20your%20PMS%20provider

[36] Source: https://www.littlehotelier.com/blog/running-your-property/star-report/#:~:text=STR%20Inc%20is%20the,for%20hotel%20data

[37] Source: https://str.com/competitive-set-trend-report-guidelines

[38] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=To%20get%20an%20STR%20report%2C,hotels%20in%20three%20simple%20steps

[39] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=,monthly%20subscriptions%20starting%20around%20USD%20%24500

[40] Source: https://www.siteminder.com/r/hotel-star-reports/#:~:text=To%20get%20an%20STR%20report%2C,hotels%20in%20three%20simple%20steps