STR
STR, operating as CoStar with STR Benchmark, is a hotel benchmarking solution that integrates revenue, expenses, profit, and property lifecycle insights.
Profile
Provides data and analytics for hotel performance benchmarking.
STR, operating as CoStar with STR Benchmark, is a hotel benchmarking solution that integrates revenue, expenses, profit, and property lifecycle insights. Founded as part of the Society of Thoracic Radiology (STR) before pivoting to hospitality analytics, the company now serves as a critical data provider for the hotel industry. STR Benchmark offers competitive intelligence and portfolio analysis tools, leveraging a directly-sourced dataset covering 94,000 hotels and 12 million rooms globally.
The platform is particularly noted for its integration of top-line and bottom-line metrics, enabling hoteliers to optimize operational efficiency and investment decisions. Recent updates include enhanced forecasting capabilities, with Q2 2026 U.S. RevPAR growth projections revised upward to +2.8% due to stronger-than-expected performance in early 2026. The company operates under CoStar Group, which acquired STR in 2019, and continues to expand its market position as a go-to resource for hotel performance benchmarking.
Who buys this
- Hotel brands seeking competitive intelligence
- Hotel operators optimizing revenue and operations
- Hotel owners making investment decisions
- Real estate investors analyzing hospitality markets
- Development firms evaluating new hotel projects
Strengths and what to watch
Strengths
- Largest directly-sourced dataset in the industry (94,000 hotels, 12 million rooms)
- Integration of revenue and profitability metrics for holistic analysis
- Strong forecasting accuracy with regular updates (e.g., Q2 2026 RevPAR projections)
Watch for
- Dependence on hotel participation for data quality
- Competition from emerging AI-driven analytics platforms
- Potential integration challenges with CoStar's broader real estate data ecosystem
Recent moves
Key Information
- Founded
- 1985
- Employees
- 639
- Headquarters
- Hendersonville, Tennessee
- Country
- United States
Frequently Asked Questions
What is STR Benchmark used for in the hotel industry?
STR Benchmark provides hotel performance analytics, tracking 94,000 hotels globally. It combines revenue, expenses, and profit data to help operators optimize efficiency, owners make investment decisions, and brands analyze competition. The platform is known for integrating top-line and bottom-line metrics with forecasting capabilities like RevPAR projections.
How does STR Benchmark compare to other hotel analytics tools?
STR Benchmark differentiates through its directly-sourced dataset covering 12 million rooms, the largest in hospitality. Unlike generic analytics platforms, it specializes in integrating operational and financial metrics, offering both benchmarking and forecasting—like its Q2 2026 RevPAR growth projection of +2.8% for U.S. markets.
What types of hotels use STR Benchmark data?
STR serves hotel brands needing competitive intelligence, operators optimizing revenue, owners evaluating investments, and developers assessing new projects. Its data helps across property lifecycles—from daily operations to long-term portfolio strategy—with metrics validated by participation from major chains and independent properties worldwide.
How accurate are STR's hotel market forecasts?
STR's forecasts, like its Q2 2026 U.S. RevPAR projections, are frequently updated based on performance trends. The company revises assumptions quarterly, as seen in its June 2026 update citing stronger-than-expected results. Its methodology combines historical data with current participation from 94,000 properties.
What happened to STR after CoStar acquired it?
Since CoStar's 2019 acquisition, STR expanded as a benchmarking subsidiary while maintaining its hospitality focus. The integration brought access to broader real estate data but preserved STR's specialized hotel analytics, now branded as STR Benchmark under CoStar Group's commercial real estate portfolio.
Can small hotel operators benefit from STR Benchmark?
Yes, independent operators use STR Benchmark to compare performance against local competitors and chains. The platform's profit-and-loss metrics help optimize pricing and expenses, though data quality depends on market participation. Its global coverage includes boutique properties alongside major brands.
Sources
- www.costar.com — Company overview and product description
- www.costar.com — Recent forecasting updates and market analysis
- thoracicrad.org — Historical origin as Society of Thoracic Radiology
- www.costar.com — Methodology for revenue and profitability analysis