REVnexperts
    REVclass

    Beyond the STR Index: Turning Market Data into Commercial Strategy

    Revenue Management
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    Beyond the STR Index: Turning Market Data into Commercial Strategy
    AVAILABILITY
    On-Demand
    Watch anytime
    LENGTH
    60
    Recorded session
    INCLUDES
    Certificate
    REVacademy issued
    PRICE
    ₹1,099

    In this REVclass, you'll:

    Learn how hotels can move beyond simply reviewing STR performance reports and turn market data into meaningful commercial decisions. In this practical one-hour masterclass, you'll discover how to interpret competitive market data, understand your hotel's position against the competitive set, identify performance gaps, and translate market intelligence into actionable pricing, distribution, sales, and revenue strategies. Rather than focusing only on whether your hotel is gaining or losing market share, you'll learn how to understand the reasons behind performance changes and determine what actions can improve future results. Whether you're a revenue manager, commercial leader, hotel owner, general manager, or hospitality student, this session provides practical strategies you can implement immediately to make better data-driven commercial decisions.

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    A short look at what the session covers and how it is taught.

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    PREVIEW

    Key Takeaways from the Session:

    • What the STR Index tells you and what it doesn’t: Understand how to interpret STR metrics effectively, while also recognising their limitations in capturing the complete market and performance picture.
    • How to understand why your market position is changing: Learn to analyse key drivers behind shifts in your competitive positioning, including demand trends, supply changes, and competitor strategies.
    • Turning market data into pricing and commercial decisions: Discover how to translate data insights into actionable pricing strategies and revenue-driving commercial decisions.
    • Spotting opportunities beyond market share: Identify hidden growth opportunities by looking beyond traditional metrics and focusing on untapped demand segments and emerging trends.
    • Moving from tracking performance to taking action: Shift from passive data monitoring to proactive decision-making by leveraging insights to drive measurable business outcomes.

    This Session Is Most Relevant for:

    • Hotel Revenue Managers & Revenue Professionals: Looking to use STR data more effectively to identify performance gaps, competitive opportunities, and revenue strategies.
    • Hotel Commercial Leaders & Sales Teams: Seeking to connect market performance data with sales priorities, account strategies, and overall commercial planning.
    • Hotel Owners & General Managers: Wanting to understand what competitive market data actually means for their property's performance and profitability.
    • Hotel Marketing & Distribution Teams: Interested in using market intelligence to improve positioning, distribution decisions, and demand-generation strategies.
    • Independent Hotels & Boutique Properties: Looking for practical ways to benchmark their performance and identify opportunities without relying solely on competitor rate shopping.
    • Hospitality Students & Aspiring Professionals: Eager to understand how hotel market data, competitive benchmarking, and commercial strategy work together in modern hospitality.

    Your Speaker

    Varun Raikhy
    Varun Raikhy
    Commercial and Revenue Management leader · EX-Hilton Worldwide

    Certificate

    Certificate preview

    You get an industry-recognized REVacademy Certificate after each Masterclass you complete. It carries your name, the session title, and the date of completion, so it stands on its own as verifiable proof of the work. Add it to your LinkedIn profile and resume to showcase the skills you have gained. Once you meet the attendance or watch-time requirement, it is generated automatically and stays available here for you to download anytime.

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    Questions? We've got answers

    24 questions about this REVclass
    Is this session suitable for hotels of all sizes?+
    Yes. Whether you manage a boutique hotel, independent property, resort, or hotel chain, the principles of competitive benchmarking and commercial strategy can be applied across different property types and markets.
    Do I need prior experience with STR reports to attend?+
    No. The session explains key STR concepts and metrics in a practical way, making it suitable for professionals who are new to STR as well as those who already use market data regularly.
    Will this class benefit revenue managers?+
    Absolutely. Revenue managers can use STR insights to understand competitive positioning, identify performance gaps, evaluate market share, and support more informed pricing and revenue decisions.
    Can hospitality students attend?+
    Yes. This session provides valuable practical knowledge about hotel benchmarking, market intelligence, revenue management, and commercial strategy, making it highly beneficial for students preparing for hospitality careers.
    What will I learn during this one-hour session?+
    By the end of the session, you'll understand how to interpret STR indices, identify meaningful competitive trends, diagnose performance gaps, and translate market data into actionable commercial strategies.
    How is the session conducted?+
    The REVclass is delivered live online with practical STR examples, competitive market scenarios, actionable frameworks, and an interactive Q&A session.
    Will attendees receive learning materials?+
    Yes. Registered participants will receive presentation materials, market analysis frameworks, practical benchmarking checklists, and useful resources after the session.
    What if I cannot attend the live session?+
    If you're registered, you'll receive access to the recorded session so you can watch it at your convenience.
    How much does this REVclass cost?+
    Current pricing is displayed alongside the registration section. Early registration discounts and group pricing may also be available.
    Do REVunity members receive benefits?+
    Yes. REVunity members often receive complimentary or discounted access to REVclasses along with exclusive hospitality learning resources.
    We already receive STR reports. Is this session still useful?+
    Definitely. The session focuses on what to do with the information after receiving the report. You'll learn how to move from simply reviewing performance numbers to identifying causes, opportunities, risks, and commercial actions.
    Do we need advanced analytics tools to apply these strategies?+
    No. The session focuses on practical interpretation and decision-making using STR data alongside existing hotel reports, PMS data, forecasting tools, and market intelligence. Advanced analytics can enhance the process but are not essential.
    What is the STR Index?+
    The STR Index is a benchmarking measure that helps hotels compare their performance against a defined competitive set. Key indices commonly include Occupancy Index, ADR Index, and RevPAR Index.
    What is Occupancy Index?+
    Occupancy Index compares a hotel's occupancy performance with the occupancy performance of its competitive set, helping indicate whether the property is capturing its expected share of available demand.
    What is ADR Index?+
    ADR Index compares a hotel's average daily rate with the ADR of its competitive set, helping evaluate the property's relative pricing performance.
    What is RevPAR Index?+
    RevPAR Index compares a hotel's RevPAR performance with that of its competitive set and provides an indication of how effectively the hotel is converting its available inventory into revenue relative to competitors.
    Why is market data important for commercial strategy?+
    Market data provides context around hotel performance. When combined with internal performance data and forward-looking demand information, it can help teams identify competitive gaps, understand market movements, and make more informed commercial decisions.
    How can hotels move beyond STR benchmarking?+
    Hotels can move beyond benchmarking by asking why performance differs from the competitive set and connecting market data to pricing, demand, segmentation, distribution, sales activity, and future market conditions.
    Our hotel has a strong RevPAR Index, but revenue growth is slowing. What should we investigate?+
    You'll learn how to look beyond the headline index and examine market demand, competitive performance, booking pace, ADR, occupancy, segmentation, and other factors that may explain the change.
    Our Occupancy Index is strong, but our ADR Index is weak. What does this mean?+
    This may indicate that the hotel is capturing demand effectively but potentially at a lower rate position than its competitive set. The session explains how to investigate the underlying causes and identify appropriate pricing or positioning actions.
    Our ADR is increasing, but our RevPAR Index is declining. What could be happening?+
    You'll learn how to examine the relationship between rate and occupancy, competitive performance, demand changes, and market conditions to understand why higher ADR may not necessarily translate into stronger market performance.
    How can we identify whether we are gaining or losing market share?+
    The session covers how to use competitive indices and market performance trends to identify changes in your hotel's relative share and determine what may be driving those changes.
    How can STR data influence our pricing strategy?+
    STR data can provide valuable context about your hotel's relative rate and revenue performance. You'll learn how to combine this information with forward-looking demand, booking pace, inventory, and market conditions rather than using historical market data as the only pricing input.
    How can we turn STR insights into actions for sales and marketing?+
    You'll discover how competitive performance can help identify market opportunities, underperforming segments, potential source markets, and areas where sales, marketing, and distribution teams can adjust their strategies to support future demand.
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