STR is extending its range of analytical
services and creative applications to the hotel industry through
the formation of STR Analytics. This new endeavor aims to satisfy
the demand for more in-depth and comprehensive analysis of STR
products, including Performance, Census, and Pipeline databases.
STR Analytics will be directed by Gregory
Hartmann, MAI, CHA, from offices in Boulder. Hartmann heads a team
that includes seasoned hotel data analysts and consulting veterans
Steve Hennis and Carter Wilson, along with several senior
professionals holding advanced degrees in a variety of business
STR CEO, Randy Smith, said the new company
fills a need of STR's customers. "For years our clients have been
asking us to offer more than Trend, Pipeline and Market
Performance reports, and I didn't think the timing was right,"
Smith said. "But after tracking our industry through the fifth-and
worst-downturn I have seen in my career, those clients are now
asking for more than our data ... they are asking for our help in
using our data. Therefore, STR Analytics will use our data to
collect and present hospitality-specific insights that I believe
will serve our industry in the future."
Hartmann was previously Managing Director of HVS's Boulder
office, which he established in 1993. Hennis and Wilson each held
Senior Vice President positions in the Boulder office of HVS and
focused on devising analytical tools, models, templates and
research for the firm. Between his tenure with HVS and joining STR
Analytics, Hennis focused on real estate due diligence, research
and hotel analysis for Destination Hotels and Resorts and later,
Hospitium, a hotel research and advisory firm he founded in 2006.
Orly Ripmaster joins the STR Analytics team
with six years of
operational and analytical experience in the hotel sector along
with a Bachelor of Arts degree from Harvard and two master's
degrees-including one in Hospitality Management.
"STR Analytics is charged with developing
innovative ways of analyzing STR's vault of data to assist clients
in making the most informed decisions," Hartmann said. "We are
currently working with hotel companies seeking more statistical
relevance to their performance trends; municipal, national and
international government and finance agencies examining their
respective markets; consulting firms looking for more
comprehensive and conveyable data; and numerous brokers and
analysts identifying transaction data, target acquisition markets
and better understanding of market risks and opportunities."
Analytics team shares offices with the professional staff of RRC
Associates, another STR-affiliated company, in Boulder. RRC
provides a full range of specialized services in research,
customer satisfaction surveys and data analysis focusing on
tourism, recreation, hospitality and other fields related to
business and community development.
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