MICE-Contact News Archive

PATA and STR to organise training programme on data analytics

Jul 04, 2018

The Pacific Asia Travel Association (PATA) in collaboration with STR will organise the “Certification in Advanced Hotel and Tourism Analytics (CAHTA) by PATA/STR” on November 19-20, 2018 at the PATA Engagement Hub, Bangkok, Thailand.

CAHTA is a certification focused on data research for hospitality industry professionals geared towards hotel revenue managers, general managers, corporate staff, research professionals, employees of consulting and investment firms and educators who teach related topics or students with similar career aspirations.

“Data is essential for any organization to stay competitive in today’s market, however it is meaningless without proper analysis and understanding. With more than 2.5 quintillion bytes of consumer data produced every day, it can be a daunting task to make any sense of it,” said PATA CEO Dr. Mario Hardy. “Our collaboration with STR to provide practical training in extracting quality data and analysis, is in alignment with our human capital development strategy in enhancing the tourism workforce and facilitating quality educational opportunities.”

Steve Hood, Vice President of Research, STR, USA, said, “We are excited to be teaming with PATA to deliver this workshop.  No better way for a hotel or tourism industry professional to gain valuable hands-on experience analysing data to support critical business decisions.”

Speakers at the two-day training programme include Duane Vinson, Vice President and the Assistant Director, STR SHARE Center, USA and Steve Hood, Vice President of Research, STR, USA. The training provides a comprehensive, step-by-step tutorial on how to design and implement a professional-level research project - specifically a Market Study for a major destination city. Participants will gain practical skills in extracting and analysing data in order to identify historic trends and consumer patterns through foundational metrics and methodologies used by the hotel industry. Participants will also learn how to interpret and present analytic results through various methods of data visualisation. Finally, participants will gain hands-on practice by developing their own research project and presenting their findings to the group to complete the certification. 

During the programme, participants will:

  • Learn the STR Taxonomy of Data Familiarity: Organise, Recognise, Conceptualise, Analyse, Strategise, Visualise, Summarise and Publicise
  • Gain experience in implementing a comprehensive Market Study for a city from conception to completion
  • Practice applying the most popular types of industry data to create a professional-level research project 
  • Be able to personalise their research project based on their geographical area of interest
  • Gain access to valuable current data to help them complete their research project
  • Be awarded the PATA/STR Certification in Advanced Hotel and Tourism Analytics upon course completion

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By: MC Media Group International Global Office Berlin | Editor-in-Chief Werner Kreis

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