STR is the leading global provider of competitive benchmarking, information services and research to the hotel industry. Our data reporting empowers hoteliers, as well as third parties affiliated with the hotel industry, to make sound decisions by providing actionable performance data. STR products and services also play a vital role in attracting investment capital to the sector by bringing transparency to market trends.
Randy and Carolyn Smith founded STR from their kitchen table in 1985, and to this day, the company remains a privately-held family business with a long-term vision. From our headquarters outside of Nashville, Tennessee, we currently gather performance data from over 50,000 hotels located in more than 160 countries. These properties use STR products, such as the STAR Report or Hotel Survey, to benchmark their hotel’s performance, versus a competitive set or market segment. We also have created several products to benefit non-hoteliers, including the Census Database, Pipeline Reports and Hotel Reviews.
In March 2008, STR formally expanded the hospitality benchmarking platform beyond North America through the creation of STR Global, a merger between STR, The Bench and Deloitte’s HotelBenchmark. Later that year, STR launched Hotel News Now, a website dedicated to reporting news in the international hotel industry. In 2009, STR continued its organizational expansion by establishing STR Analytics to create new, robust ways to report industry data, as well as provide more hands-on consulting to clients. STR Analytics works closely with clients on custom data analyses that are outside the scope of STR’s standard suite of products. In forming these new divisions, STR has become an all-encompassing source for information on the hotel industry. STR also hosts the Hotel Data Conference (HDC) in Nashville, an annual conference that brings hotel industry leaders together to discuss the latest trends and forecasts for the industry.
In 2014, STR launched its newest initiative, Sector Analysis, in response to demand for our benchmarking platform in other industries. Sector Analysis provides STR’s flagship information services products to industries outside of the hotel sector. In October 2014, STR announced its first new industry segment, the health club sector, through a strategic partnership with the International Health, Racquet & Sportsclub Association (IHRSA). In 2015, STR continued its expansion into new industry verticals by entering the self storage industry and beginning to track existing supply and development information.
To learn more about STR’s history, click here to view our timeline.
Tennessean Top Workplace
STR is a regular on the Tennessean's list of Top Workplaces, including earning a No. 1 ranking in the small business category in 2013.
2016 (midsize business category)
2014 (small business category)
2013 (No. 1 in small business category)