PATA has partnered STR to organise a training
programme on analytics.
The “Certification in Advanced Hotel and
Tourism Analytics (CAHTA)” will tale place 19-20 November 2018 at
the PATA Engagement Hub, Bangkok, Thailand.
The registration fee is USD699 for PATA
members, USD899 for Chapter members and USD1,099 for non-members.
CAHTA is a certification focused on data
research for hospitality industry professionals geared towards
hotel revenue managers, general managers, corporate staff,
research professionals, employees of consulting and investment
firms and educators who teach related topics or students with
similar career aspirations.
“Data is essential for any
organization to stay competitive in today’s market, however it is
meaningless without proper analysis and understanding. With more
than 2.5 quintillion bytes of consumer data produced every day, it
can be a daunting task to make any sense of it,” said PATA CEO,
Mario Hardy. “Our collaboration with STR to provide practical
training in extracting quality data and analysis, is in alignment
with our human capital development strategy in enhancing the
tourism workforce and facilitating quality educational
Speakers at the
two-day training programme include Duane Vinson, Vice President
and the Assistant Director, STR SHARE Center, USA and Steve Hood,
Vice President of Research, STR, USA.
The training provides a
step-by-step tutorial on how to design and
implement a professional-level research project - specifically a
Market Study for a major destination city. Participants will gain
practical skills in extracting and analysing data in order to
identify historic trends and consumer patterns through
foundational metrics and methodologies used by the hotel industry.
Participants will also learn how to interpret and present analytic
results through various methods of data visualisation. Finally,
participants will gain hands-on practice by developing their own
research project and presenting their findings to the group to
complete the certification.
Steve Hood, Vice President of Research,
STR, USA, said, “We are excited to be teaming with PATA to deliver
this workshop. No better way for a hotel or tourism industry
professional to gain valuable hands-on experience analysing data
to support critical business decisions.”