(30 June 2021)
Fáilte Ireland, the
national tourism development authority, has selected STR to help
it measure and report
hotel performance in the country.
STR will administer a monthly survey based on
internationally recognized methodology and will gather
intelligence from hotels across the Republic of Ireland to chart
performance and recovery of the sector.
Data collected will be
provided back to hotels for use as a free benchmarking and
management tool with metrics such as occupancy percentage, ADR and RevPAR.
The research will also track source market
trends (guest origins), which will provide useful intelligence and
insights on the guest profile for Ireland’s hotels.
Plus, the data will enable Ireland to benchmark performance
internationally by utilizing common methodology that allow
like-for-like comparisons with other destinations.
“We are excited and proud to partner with Fáilte
Ireland in providing the country’s hotels with ongoing performance
data and insights,” said Sarah Duignan, STR’s director of client
relationships. “This will strengthen STR’s presence in Ireland,
but more importantly, deliver new and timely insights that will
inform hotel revenue management and business decisions. The
reports will be crucial in maximizing growth opportunities for
Ireland’s tourism recovery, and we will be able to hit the ground
running as many hotels across Ireland already work with STR and
are familiar with our data. We will expand the monthly survey
across all 26 counties.”
Research will commence on 1 July 2021, with industry
reports scheduled to commence in August 2021.
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