Smith Travel Research

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Smith Travel Research, Inc.
Type Private
Industry Hotel
Founded 1985
Headquarters Hendersonville, Tennessee
United States
Area served Worldwide
Employees 154

STR (Smith Travel Research, Inc.) is an American company based in Hendersonville, Tennessee, that tracks supply and demand data for the hotel industry and provides market share analysis for all major hotel chains and brands in the United States, Canada, Mexico and the Caribbean. STR is associated with STR Global, RRC Associates, STR Analytics and


STR was founded in 1985 by Randy and Carolyn Smith in Lancaster, Pennsylvania.[1] The Smiths built the company with a focus on providing overall performance data and trends to the hotel industry. In the beginning, they developed a database with names, addresses and phone numbers of established hotel companies in the United States to create the Census Database. Randy Smith was contacted by Holiday Inn multiple times and urged to create a market share report. By 1988, the company launched the first Smith Travel Accommodations Report (STAR), a monthly report that includes data from hotels and measures each property’s market share performance against a self-selected competitive set.[2]

STAR currently tracks more than 32,000 hotels with over 3.8 million rooms.[3]

STR Family of Companies[edit]

STR Global[edit]

In 2008, STR combined its operations outside North America with Deloitte to form STR Global.[4] STR continues serving the North American markets, while STR Global caters to a global audience.

STR Global has its main office in London, with regional offices in Italy, Singapore, Tokyo, Jakarta, Sydney and Beijing.[edit]

STR launched in 2008. provides the global hotel industry with news coverage and hotel analysis that leverages its first access to data from the STR family of companies. This division comprises a multimedia website and collection of e-newsletters, including the Daily Update, Hotel Investment Barometer and Product Showcase. also hosts The Baird/STR Hotel Stock Index, a co-branded index created by Robert W. Baird & Co. and STR. The Index tracks the stock price movements associated with U.S. focused and domestically-based hotel companies. is based in Rocky River, Ohio.

STR Analytics[edit]

STR Analytics utilizes the STR database and cross-references it with other data to provide objective trend-based analysis and empirical data about the lodging industry.

STR Analytics is based in Boulder, Colorado.


  1. ^ American Hotel & Lodging Association. "Randy Smith to Receive ALIS Lifetime Achievement Award", August 21, 2009, accessed September 9, 2011.
  2. ^ Morabito, Andrea. "Randy Smith: Creating a New Standard." A Century of Hospitality. Ed. Len Vermillion. Yardley, PA: McNeill Group Inc., 2009. p.93.
  3. ^ Morabito, Andrea. "Randy Smith: Creating a New Standard." A Century of Hospitality. Ed. Len Vermillion. Yardley, PA: McNeill Group Inc., 2009. p.93.
  4. ^ Deloitte. "Global Hospitality Analysis: Frequently Asked Questions", June 24, 2009, accessed September 13, 2011.

External links[edit]