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2020 
Agenda

We will continue adding to the 2020 agenda in the coming months.

Day 1 August 12, 2020

  • 1:00 PM - 5:00 PM

    STR Academy: Pre-Registration Required [-]
    Symphony A-B
     
    To ensure our attendees get the most out of the STR Academy, participation is limited to those who currently receive Monthly and Weekly STAR Reports. Once registered, a STR representative will contact you to verify property information.
    Presenters:  
    Chris Crenshaw, Vice President, Digital Data Solutions, STR
    Veronica Andrews, Director, Digital Data Solutions, STR
  • 5:00 PM - 7:00 PM

    Opening Networking Reception Sponsored by Duetto [-]
    Networking
    Sponsor Area
     
    Help us kick-off the conference, by joining us for a cocktail reception. You can also pick up your conference badge at this time.

Day 2 August 13, 2020

  • 7:30 AM - 8:30 AM

    Breakfast on August 13, 2020
    Networking
    Griffin Ballroom
     
  • 10:15 AM - 10:45 AM

    Morning Networking Break
    Networking
    Sponsor Area
     
  • 10:45 AM - 10:45 AM

    Applying artificial intelligence intelligently in your hotel [-]
    Panel
    Symphony D
     
    “AI” and “Machine Learning” are more than just tech-leaning buzz words. When applied effectively, they can yield meaningful insights and efficiencies throughout multiple departments on property. On this panel, experts will discuss the most (and least) promising applications for AI and ML in your hotel, including practical steps to get started and lessons they’ve learned along the way.
  • 10:45 AM - 11:45 AM

    Tasty trends: Innovation in F&B [-]
    Panel
    Symphony C
     
    Innovation in F&B is happening across all segments, as hoteliers see the revenue-generating possibilities that range from breakfast to banquets. This panel of experts shares insights on trends that are here to stay—from wellness-focused foods to non-alcoholic cocktails—and how they’re translating them into profits in hotel restaurants and catering options in select- and full-service hotels.
  • 10:45 AM - 11:10 AM

    The date game: Calendar shift impact on hotel KPIs [-]
    Data Dash
    Belle Meade
     
    Calendar shifts can create wild swings in hotel performance data at the property, market and national level. In this Data Dash, we’ll measure the impact of calendar shifts using historical data in an attempt to estimate the demand and RevPAR impact on future performance results. We’ll also take a look at how 2020’s unique calendar shifts had an impact on the rest of the year.
  • 10:45 AM - 11:10 AM

    U.S. pipeline overview [-]
    Data Dash
    Arlington
     
    "Hotel development in the U.S. continues to remain active with more than 200,000 rooms under construction—hovering at levels just below prior peak. In this session, we break down the pipeline by segment and market, look at how it compares to existing supply and talk about how sustainable it is given changing conditions in 2020. Want a deeper look at changes to inventory in the U.S. hotel census? Check out our Data Dash titled “Hotel inventory: The complete (and dynamic) picture.” "
  • 10:45 AM - 11:45 AM

    Bright lights, big city: Analyzing hotel performance in urban markets [-]
    Data Dive
    Symphony E
     
    Urban markets are employment hubs, commerce epicenters and hotel hotbeds, if the recent influx of supply in these location types is any indication. Do the elevated demand levels in urban markets offset the risks of these supply concerns? Do urban hotels truly outperform other location types? And how has this changed over time as new types of supply continue to invade these markets? Join us as we combine hotel data and expert insight to answer these questions and more.
  • 10:45 AM - 11:45 AM

    Short-term vs long-term revenue strategy [-]
    Panel
    Symphony A
     
    Successful companies say they don’t let short-term obstacles get in the way of long-term, disciplined strategy. But what does that mean when it comes to revenue management and pricing strategy in a fast-moving, ever-changing world? Hear from expert revenue strategists about how they balance short-term needs against long-term strategy, and learn from them about where to give and where to hold fast.
  • 11:20 AM - 11:45 AM

    Hotel inventory: The complete (and dynamic) picture [-]
    Data Dash
    Arlington
     
    "Changes to hotel inventory are driven by more than just hotel openings and closures. In this session, we examine notable trends and changes in new-builds, room additions, renovations, brand conversions and more to paint the complete picture of the dynamic and ever-changing hotel industry. This is a great companion session to our Data Dash titled “U.S. pipeline overview.”"
  • 11:20 AM - 11:45 AM

    P&L overview: The current state of profitability [-]
    Data Dash
    Belle Meade
     
    As profits continue to get pinched, hoteliers must be strategic in evaluating every line item within their profit-and-loss reports. This session will provide some helpful perspective as we dive into STR’s P&L data to dissect trends and spot the line items driving (or dragging) total revenues and gross operating profits.
  • 11:50 AM - 12:50 PM

    Innovative approaches to distribution [-]
    Panel
    Symphony C
     
    Distribution strategy doesn’t always have to pull from the same, tired playbook. In this panel, speakers will share some radical deviations from the norm—and to what extent those innovative approaches have yielded a more profitable mix of business within their hotels.
  • 11:50 AM - 12:50 PM

    The war for talent … and profitability [-]
    Panel
    Symphony A
     
    The so-called “war for talent” is raging in an era of historically low unemployment. With margins already pinched and pricing power nowhere to be found, what is the impact of the costly labor line item on profitability? In this data-driven panel, experts will walk you through the numbers and share their best practices for managing talent expenses in the modern age. They’ll also explore how hotel labor costs compare with other sectors, how labor costs vary by market, and other interesting trends unearthed in the data.
  • 11:50 AM - 12:50 PM

    Building resilient leisure business [-]
    Panel
    Symphony D
     
    Leisure travel has proven its resiliency year after year, even as it faces global travel threats, from viruses to weather to economic issues. In this panel, speakers will share best practices for identifying what today’s experience-driven leisure travelers want from your market and hotel, and how to deliver it in ways that are a win-win for the guest and the hotel owner both today and in the future.
  • 11:50 AM - 12:15 PM

    The Top 25 markets: Going for gold (Repeating session) [-]
    Data Dash
    Arlington
     
    Twenty-five markets may compete for the honor, but only one can take the gold in each competition. This session will reveal who stands atop the podium—and who earns silver and bronze—across a number of contests including key performance indicators by market, market grading, forecasts by market, supply pipeline and more.
  • 11:50 AM - 12:15 PM

    Scoring big with youth sports complexes [-]
    Data Dash
    Belle Meade
     
    While the games themselves might be waged on the playing field, it is the hotels in areas surrounding youth sports parks that are scoring big. During this dash, we’ll explore how these mega complexes—some of which hold 10 or more soccer or baseball fields on one campus—can reshape markets and submarkets almost overnight, and how long that winning streak is sustainable.
  • 11:50 AM - 12:50 PM

    Show and tell: Best practices in data visualization [-]
    Data Dive
    Symphony E
     
    Getting your hands on data is the easy part. Using it to draw the best insights and communicate a compelling narrative to your stakeholders is another challenge entirety. In this session, we’ll share data visualization best practices to help you think through the needs of your audience, choose the most appropriate visual for your data set, develop dashboards that are digestible, and keep users engaged.
  • 12:25 PM - 12:50 PM

    Markets on the move: High performers outside of the Top 25 [-]
    Data Dash
    Arlington
     
    The Top 25 Markets seem to get all the attention, but what about secondary and tertiary locales that are going through exceptional changes? Join us as we explore off-the-radar markets that are seeing surprising spikes in supply, demand and/or pricing power, and attempt to discover what is driving these “markets on the move.”
  • 12:50 PM - 1:20 PM

    Lunch on August 13, 2020
    Networking
    Griffin Ballroom
     
  • 2:15 PM - 3:15 PM

    How volatile is your comp set? [-]
    Data Dive
    Symphony E
     
    Do you struggle with explaining large swings in your comp set’s performance? In this session, we will look at what makes a comp set volatile, and will explore the differences in comp set volatility based on characteristics like class, location and market. We also will analyze how comp set volatility varies depending on the time in the hotel industry cycle.
  • 2:15 PM - 3:15 PM

    Inbound travel and its impact on U.S. hotels [-]
    Data Dive
    Symphony D
     
    International inbound travel accounts for a vital share of hotel demand in many U.S. coastal and gateway destinations. This dive will explore how those markets were affected by travel bans during the coronavirus pandemic—and what they should expect after borders reopen. Additional points of analysis will include shifts in inbound demand by source market, changes in international demand contribution within key gateway cities and more.
  • 2:15 PM - 3:15 PM

    Raising the revenue-management bar in resorts [-]
    Panel
    Symphony C
     
    Resorts, including all-inclusive models, are seeing increased interest from investors, brands and guests across the Americas region. Given the unique cost structures and revenue streams of these hotels, great management—including revenue management—is the key to profitability. On this panel, hear from resort experts about how they approach revenue management, operations and challenges.
  • 2:15 PM - 2:40 PM

    Banquet boom or bust? A dash through F&B data [-]
    Data Dash
    Arlington
     
    As banquets & catering goes, so goes the F&B department. This dash through the F&B data warehouse will cover analyses on banquets & catering trends, F&B revenue per group roomnight and profit contribution by revenue source.
  • 2:15 PM - 3:15 PM

    The new loyalty currency [-]
    Panel
    Symphony A
     
    Hotel brand loyalty programs are as robust as ever. More than just points redemption machines for guests, loyalty programs are powerful data sources for hoteliers—if you know how to use them. This panel discussion brings together hoteliers who can talk about best practices for mining data from loyalty programs. What’s available, what’s most helpful for your property to know, and where do they see loyalty evolving in the future.
  • 3:15 PM - 3:40 PM

    Afternoon Networking Break
    Networking
    Sponsor Area
     
  • 3:40 PM - 4:40 PM

    Spotlight on supply: Around the world in 60 minutes [-]
    Data Dive
    Symphony D
     
    International travel wasn’t the only thing surging this past decade. So too was hotel development, as hoteliers raced to meet demand in markets far and wide. But how are these locales faring after coronavirus put the brakes on travel across borders? In this Data Dive, we’ll traverse the globe and explore the impact of performance post supply spike, drawing conclusions from troves of historical data and expert analysis.
  • 3:40 PM - 4:40 PM

    Turning reviews into revenue: Data’s role in guest feedback: [-]
    Panel
    Symphony C
     
    Today’s consumers leave more online reviews than ever before, but they’re spread out across multiple channels, from Trip Advisor to Yelp to social media. Learn in this panel discussion how hoteliers apply data analysis and technology to guest feedback in order to spot trends, isolate problems and respond intelligently. You’ll leave with tips and tricks to help navigate through feedback so it can help improve your business.
  • 3:40 PM - 4:40 PM

    Plunging into the P&L: The current state of profitability and how hotels are adapting [-]
    Data Dive
    Symphony E
     
    With demand (and revenues) down and many expenses still on the rise, profitability is being pinched from the top and bottom of the profit-and-loss statement. This Data Dive will explore this new normal with never-before-seen data from STR’s new monthly P&L benchmarking program. Attendees will leave armed with the knowledge they need to successfully strategize within a pivotal budgeting season.
  • 3:40 PM - 4:40 PM

    Grow your group business in 2021 and beyond [-]
    Panel
    Symphony A
     
    Now’s the time to get your group business in order for 2021. This panel will identify trends affecting group business at this point in the year and the cycle, and offer tips for how you should budget this year in order to reap the group benefits next year and beyond.
  • 3:40 PM - 4:05 PM

    Tipping the (chain) scales [-]
    Data Dash
    Belle Meade
     
    This session will compare performance among the seven chain scales with extra emphasis placed on the performance of branded vs. independent properties. We will explore how each chain scales reacts and behaves differently during different periods including down cycles, recessions and natural disasters—but also during recovery, growth and expansion cycles. You will come away from this session with a strong understanding of performance across all seven chain scales and the factors that can and will affect that performance.
  • 3:40 PM - 4:05 PM

    Renovation impact on RevPAR [-]
    Data Dash
    Arlington
     
    You take a lot into consideration when developing a renovation strategy, like seasonal timing, cost per key, scope and business interruption. But one of the toughest data points to identify is the revenue upside a property could realize post-renovation. Using troves of historical performance data, we examine how various investments into your property can affect its future potential to help you develop stronger ROI calculations.
  • 4:15 PM - 4:40 PM

    The long-term impact of short-term rentals [-]
    Data Dash
    Arlington
     
    Is the growth of boutique hotels, soft brands and aparthotels due to the prominence of the short-term rental industry? This session will dissect the different types of short-term rentals, their growing influence, and how hoteliers are responding. Following that, we’ll dive into case studies of short-term rentals in select markets to better understand how they perform in relation to hotels.
  • 4:40 PM - 4:55 PM

    Wine Down Break Sponsored by TravelNet Solutions
    Networking
    Sponsor Area
     
  • 4:55 PM - 5:50 PM

    "Wine" down with the bosses: Sponsored by TravelNet Solutions [-]
    General
    Griffin Ballroom
     
    Join us during happy hour as some of the industry’s top executives tackle the key trends affecting the hotel industry. This lively, informal and revealing conversation will give you new insights on a variety of topics, ranging from industry performance, looming threats, career-path advice and more.
    Moderator:  
    Jan Freitag, Senior Vice President, Lodging Insights, STR
    Panelist:  
    Amanda Hite, President and CEO, STR
  • 5:50 PM - 7:00 PM

    Networking Reception Sponsored by OTA Insight
    Networking
    Sponsor Area
     

Day 3 August 14, 2020

  • 7:30 AM - 8:30 AM

    Breakfast on August 14, 2020
    Networking
    Griffin Ballroom
     
  • 9:45 AM - 10:15 AM

    Networking Break
    Networking
    Sponsor Area
     
  • 10:15 AM - 11:15 AM

    Advancing analytics in your hotel: [-]
    Panel
    Symphony C
     
    Analysis just doesn’t cut it anymore. In an increasingly competitive landscape, the savviest operators are turning to advances in analytics to draw meaningful insights from data to enable better decision-making across all areas of their hotels. This panel of experts will share their best practices across multiple areas within analytics, including descriptive, predictive and prescriptive analytics, Big Data analytics, web analytics and more.
  • 10:15 AM - 10:40 AM

    Repeat U.S. pipeline overview [-]
    Data Dash
    Arlington
     
    "Hotel development in the U.S. continues to remain active with more than 200,000 rooms under construction—hovering at levels just below prior peak. In this session, we break down the pipeline by segment and market, look at how it compares to existing supply and talk about how sustainable it is given changing conditions in 2020. Want a deeper look at changes to inventory in the U.S. hotel census? Check out our Data Dash titled “Hotel inventory: The complete (and dynamic) picture.” "
  • 10:15 AM - 11:15 AM

    Hotels 2025 [-]
    Panel
    Symphony A
     
    As forecasting gets more sophisticated, it’s not enough to only look ahead to the next year. This panel will jump five years into the future, as panelists discuss macro trends that will have longer-term impacts on the hotel industry by the year 2025. Touching on everything from RevPAR to design to brands and guest profiles, this interactive panel will take an informative—and fun—look into the crystal ball so you can start preparing now.
  • 10:15 AM - 11:15 AM

    Capitalizing on compression: US compression night analysis [-]
    Data Dive
    Symphony D
     
    For decades, high-demand nights have been a boon for hoteliers, yielding significant pricing premiums over their non-compression counterparts. But with new supply entering the market, additional competition from non-hotel accommodations, and an unprecedented drop-off in demand during the coronavirus pandemic, has the power and frequency of compression nights faded? We’ll answer those questions and more during this deep dive into compression as we draw from hotel performance data, accommodation inventory and expert insight from an industry practitioner.
  • 10:15 AM - 11:15 AM

    US real estate outlook [-]
    Data Dive
    Symphony E
     
    While hotels are one of the more compelling pieces of the larger commercial real estate puzzle, they’re still just part of the pie. In this Data Dive, we broaden our view to account for the full CRE picture by leveraging millions of data points from STR parent company CoStar Group. Topics of analysis include transaction activity, cap rates, vacancy rates, pipeline data and more for the office, industrial, retail, and apartment sectors—and how hotels compare from the perspective of a multi-asset-class portfolio owner.
  • 10:50 AM - 11:15 AM

    Soft brands. Strong performance? [-]
    Data Dash
    Belle Meade
     
    Join us as we dash through the cozy confines of soft brands to explore their proliferation and performance over time. Topics to be covered include the timeline of soft brands introduced in the past decade, soft brand performance by chain scale and market, pipeline and conversion activity, and how soft brands perform relative to traditional brands and independents alike.
  • 11:25 AM - 12:25 PM

    If you build it, will they come? How new convention center hotels affect market performance [-]
    Data Dive
    Symphony D
     
    Markets of all sizes are building or expanding convention center hotels in a bid to lure group business. But does the new product translate into new demand? In this Data Dive, we’ll provide the answer by analyzing hotel performance across several markets with and without convention center hotels. The session also will incorporate results from the 2019 DestinationMAP survey to show how meeting planners view the importance of convention center hotels when selecting a destination for a meeting or event.
  • 11:25 AM - 12:25 PM

    Ramp-Up 2.0: Ramp-up case studies [-]
    Data Dive
    Symphony E
     
    This session builds off 2019’s popular ramp-up Data Dash session to reveal even deeper insights about hotel ramp-up periods. Join us as we examine properties that have recently opened, changed brands, changed classes, or closed and reopened after major renovations to determine the average ramp-up period. We’ll also analyze how ramp-up varies by markets, class and product types, as well as discuss specific case studies to help you with your next pro forma.
  • 11:25 AM - 11:50 AM

    Repeat The Top 25 markets: Going for gold (Repeating session) [-]
    Data Dash
    Arlington
     
    Twenty-five markets may compete for the honor, but only one can take the gold in each competition. This session will reveal who stands atop the podium—and who earns silver and bronze—across a number of contests including key performance indicators by market, market grading, forecasts by market, supply pipeline and more.
  • 11:25 AM - 12:25 PM

    Unlock the revenue-generating power of your lobby [-]
    Panel
    Symphony A
     
    Today’s hotel lobbies have evolved into well-designed, comfortable gathering spaces. As a result, hoteliers from all segments are activating lobbies large and small in innovative ways to generate revenue, ranging from day-to-evening F&B, work spaces, partnerships and more. Hear from speakers about how they’re doing it, and the revenue strategy behind a well-activated lobby.
  • 11:25 AM - 11:50 AM

    Turning weekday / weekend data into wins [-]
    Data Dash
    Belle Meade
     
    A natural strategy during downturns is to modify pricing by day of the week, focusing on where you believe you have the best opportunity to maximize revenue. Typically, this will be the days where your demand, and therefore occupancy, are the strongest. In this dash, we’ll explore weekday and weekend data to identify helpful trends and tidbits to bolster your revenue strategy.
  • 11:25 AM - 12:25 PM

    Dissecting disruptors in the blurring accommodations landscape [-]
    Panel
    Symphony C
     
    The lines that once defined a “hotel” as a “hotel” are blurring as more and more players enter the accommodations arena. During this lively discussion, panelists will highlight the most recent entrants who are threatening to steal your lunch. They’ll also discuss how hoteliers are responding with innovative concepts of their own, from shared room configurations to sell-by-bed models to home sharing platforms and more.
  • 12:25 PM - 1:00 PM

    Lunch on August 14, 2020
    Networking
    Griffin Ballroom
     
2019 
Speakers

Below are our 2019 speakers. We will begin posting 2020 speakers in the coming months once available.

2020 
Location

We are happy to announce the 2020 Hotel Data Conference will be held at the JW Marriott Nashville.