This session explores how Historic Hotels members can harness the power of data to build winning business strategies for 2026. We will discuss how to uncover hidden opportunities, inspire collaboration, and make confident decisions using the latest enhancements in STR’s continuously evolving platform. The session will emphasize the importance of market intelligence and data-driven planning to stay competitive in a dynamic hospitality landscape. Remember: It is impossible to take advantage of an opportunity you don’t know exists.
 

What You Will Learn:
 

Latest Enhancements: Discover the newest features available to STR Benchmark license holders that elevate data usability and strategic planning

Workforce Engagement: Learn techniques to foster collaboration, attract new talent, and improve employee retention

Beyond the Comp Set: Explore the most popular product areas outside the traditional STAR Comp Set for deeper market insights

Smart Data Planning: Build a research strategy that avoids data overload and focuses on actionable intelligence