Pearson New International Edition International pcl tp indd 1

MANAGING FORECAST DATA
Occupancy
Line
Year
Month
Property
Change (%)
Comp set
Change (%)
Index
Change (%)
1
200Y
Oct.
47.8
47.5
65.0
3.2
73.5
43.0
2
200Y
Nov.
35.1
72.1
51.2
⫺
4.1
68.6
79.6
3
200Y
Dec.
27.9
72.2
41.4
⫺
3.7
67.4
78.8
4
200Z
Jan.
29.2
111.6
53.1
2.1
55.0
107.5
5
200Z
Feb.
39.0
54.8
59.3
⫺
5.6
65.8
64.1
6
200Z
March
45.0
45.6
61.6
7.1
73.1
36.1
7
200Z
April
51.7
39.7
52.6
⫺
8.5
98.3
52.9
8
200Z
May
36.4
⫺
10.3
53.8
⫺
17.2
67.7
8.3
9
200Z
June
43.7
43.3
54.6
⫺
6.7
80.0
53.6
10
200Z
July
38.4
⫺
8.8
47.9
⫺
11.3
80.2
2.8
11
200Z
Aug.
44.7
1.4
53.9
⫺
17.6
82.9
23.0
12
200Z
Sept.
40.8
⫺
20.8
48.7
⫺
15.2
83.8
⫺
6.6
13
200Z
Oct.
50.2
5.0
58.2
⫺
10.5
86.3
17.4
Three months—ending Oct.
14
200X
40.6
3.5
59.4
⫺
9.5
68.4
2.3
15
200Y
47.7
17.5
62.6
5.4
76.2
11.5
16
200Z
45.3
⫺
5
53.7
⫺
14.2
84.4
10.8
YTD—ending Oct.
17
200X
38
⫺
18.5
59.7
⫺
7.6
63.7
⫺
11.7
18
200Y
36.2
⫺
4.7
59.5
⫺
0.3
60.8
⫺
4.6
19
200Z
41.9
15.7
54.3
⫺
8.7
77.2
27
Twelve months—ending Oct.
20
200X
34.3
⫺
23.9
57.8
⫺
6.9
59.3
⫺
18.3
21
200Y
33.2
⫺
3.2
57.6
⫺
0.3
57.6
⫺
2.9
22
200Z
40.2
21.1
53
⫺
8
75.8
31.6
FIGURE 12
STR trend report showing occupancy data for the Altoona Hotel.
234

---

term competitive set is appropriate, because the management teams at competitive
hotels will use the data from STR and other sources to make strategic decisions to
best position their hotels for success.
TravelCLICK is a research organization that compiles external data about transient
guests. FOMs use the data to estimate room demand. The company was formed in
response to the ever-growing use of e-distribution channels.
FRONT OFFICE SEMANTICS
E-distribution channel:
Generic term used to indicate all electronic (e)methods of advertising and sell-
ing guestrooms. Also known as 
e-commerce.
Because individual travelers and travel professionals increasingly use the Internet
to book rooms, hotels and hotel companies must make strategic decisions about
partnering with and supporting specific GDS companies and individual travel-related
Web sites. In 2003, hotel bookings comprised one quarter of all consumer Internet
travel transactions and exceeded $10 billion dollars. Total hotel e-commerce (GDS
and Internet) sales exceeded $22 billion.
TravelCLICK’S “RateVIEW,” “Phaser,” and other reports assist FOMs in
comparing their room pricing (and availability) to that of their competitors.
TravelCLICK reports the advertised selling prices of rooms listed on nearly 100
individual and hotel company-operated sites on the GDS. In many cases, the
information about rates and availability is less than 24 hours old. TravelCLICK
reports include the following information:
•
Identification of top revenue-producing Web sites
•
Identification of top revenue-producing travel agents using the GDS
•
Listings of top feeder markets
•
Summaries of room rate
•
Patterns of arrival
•
Length of stay data
•
ADR data
•
Comparisons to data from hotel-selected competitive sets