Singapore Hotel Association Partners STR

The Singapore Hotel Association (SHA) aims to expand and improve benchmarking and data analytics within the industry through a partnership with STR.

In March, Singapore experienced its worst month on record with an average occupancy of just 38.3% and RevPAR at Sin$81.35.

“The Singapore Hotel Association is delighted to partner with STR to bring benchmarking practices to 160 hotels and all future hotel members to come,” said Margaret Heng, SHA’s executive director & SHATEC’s chief executive. “STR’s accurate, reliable data and commitment to confidentiality is unrivaled in the industry. It is vital that the hotel industry is equipped with this data, and we are happy that STR can bring this to our members. We are confident that SHA members will benefit from benchmarking – not only understanding how their hotel is performing, but how they are performing against their competitors as well.”

STR maintains one of the world’s largest hotel performance data samples, comprising of 68,000 hotels and 9.1 million hotel rooms around the world.

“I’m excited for SHA hotel members to participate in, and make best possible use of, hotel data analytics and benchmarking practices,” said Bernard Kee, STR’s regional manager for Southeast Asia. “It is important that STR and SHA create a unified voice for hotel performance in Singapore. There are many benefits to single-point data collection, and STR is thrilled to share those benefits with the SHA.”

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