Loews Vanderbilt Hotel - LOEWS VANDERBILT HOTEL Hosted by STR and Hotel News Now Presented by Loews Vanderbilt Hotel
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#hoteldataconf | August 12-14, 2014
LOEWS VANDERBILT HOTEL
NASHVILLE, TN
Loews Vanderbilt Hotel
pocket agenda sponsored by
Hosted by STR and Hotel News Now
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Save the date - Hotel Data Conference 2015
August 4-6, 2015 at the Omni Nashville Hotel
pocket agenda sponsored byDAY 1: TUESDAY, AUGUST 12, 2014
Pre-conference networking reception
hosted by Revcaster
SY M P H O N Y FOY E R 5:30 p.m. — 7:30 p.m.
DAY 2: WEDNESDAY, AUGUST 13, 2014
Sponsor networking
SY M P H O N Y FOY E R 8:00 a.m. — 7:00 p.m.
Breakfast buffet hosted by MaximRMS
SY M P H O N Y B A L L R O O M 8:00 a.m. — 8:30 a.m.
The state of the industry: High-flying performance
SY M P H O N Y B A L L R O O M 8:30 a.m. — 10:10 a.m.
Panelists: Vail Brown, STR; Adam Sacks, Tourism Economics; Guy Langford, Deloitte LLP; Jill Denning, U.S.
General Services Administration | Moderator: Ed Watkins, Hotel News Now
The remarkable journey has come full circle for the U.S. hotel industry as it is enjoying record performances
GENERAL SESSION
from many metrics. The Hotel Data Conference’s opening session will delve into the what, why and how the hotel
business—and the travel trade in general—have made strides to recover from the depths of a recession to reach
such lofty heights.
Why seasonally adjusted data should matter to you
SY M P H O N Y BA L L RO O M 10:10 a.m. — 10:30 a.m.
Presenter: Randy Smith, STR
Cash giveaway by M3 Accounting & Analytics
10:30 a.m. — 11:00 a.m. 30-minute break hosted by WhatCounts
Expand your revenue management toolkit
C A R M I C H A E L / M C T Y E I RE 11:00 a.m. — 12:10 p.m.
Panelists: Nicole Young, sbe; Kathleen Mallery, Carlson Rezidor Hotel Group; Sloan Dean, Ashford Hospitality
PANEL
Trust; Paolo Torchio, Sabre Hospitality Solutions | Moderator: Alicia Hoisington, Hotel News Now
Today’s revenue manager is doing more than pricing and budgeting based on historical data. Cutting-edge
revenue leaders are incorporating data from various departments at the hotel and analyzing emerging distribution
trends with one goal in mind: drive bottom-line profit for hotel owners.DAY 2 CONTINUED: WEDNESDAY, AUGUST 13, 2014
The transactions track: Buying, selling and developing hotels
KIRKL AND / CALHOUN 11:00 a.m. — 12:10 p.m.
Panelists: Mary Beth Cutshall, HVMG; Mark Rafuse, Noble Investment Group; Kate Henriksen, RLJ; Mitch Patel,
PANEL
Vision Hospitality Group, Inc.; Bashar Wali, Provenance Hotels | Moderator: Shawn Turner, Hotel News Now
Investors and developers are champing at the bit to get in on the action in the high-profile hotel industry. Panelists
will dissect the latest trends surrounding the buying and selling of hotels as well as what it takes to get a hotel
built in this environment.
The state of independents
S A RR AT T / K I S S A M 11:00 a.m. — 11:30 a.m.
Presenter: Lindsay Culbreath, STR
Independent hotels might not have the power of brands to call on, but don’t overlook this segment of more than
22,000 hotels in the U.S. This presentation will focus on the performance for each of the classes from luxury
PRESENTATION
through economy, taking a close look at their recovery cycles and their profitability. Does it pay to be independent?
Around the globe in 30 minutes
N E E LY 11:00 a.m. — 11:30 a.m.
Presenter: Elizabeth Winkle, STR Global
The hotel industry’s position around the world has never been stronger. STR Global’s overview will dive into hotel
growth, performance and outlook by country and region. It’s a quick-hitting 30 minutes, so buckle your seat belt
and hold on for a whirlwind high-level tour of the worldwide hotel industry.
Are niche segments really niches
S A RR AT T / K I S S A M 11:40 a.m. — 12:10 p.m.
Presenter: Karrie Keen, STR
With the rising popularity of boutique properties (especially among millennials), the debate surrounding
convention hotels and the backlash resorts received during the downturn, niche segments continue to be hot
topics in the industry. This presentation will look at how these segments have been performing compared to their
PRESENTATION
more traditional counterparts and what the future might hold.
Win, lose or draw: Grading the Top 25 Markets’ performance
N E E LY 11:40 a.m. — 12:10 p.m.
Presenter: Brad Garner, STR
The Top 25 Markets are an integral part of the hotel industry and its recent success. In this session attendees
will be taken on a data exploration tour of overall performance in this segment and examine individual market
winners, losers and those that maintained the status quo. Current gap analysis, recent supply implications and
group versus transient segmentation data will provide attendees with additional insights.DAY 2 CONTINUED: WEDNESDAY, AUGUST 13, 2014
Lunch hosted by Datavision pocket agenda
sponsored by
SY M P H O N Y B A L L R O O M 12:10 p.m. — 12:50 p.m.
Insights on the Economy
SY M P H O N Y BA L L RO O M 12:50 p.m. — 1:40 p.m.
Featured Speaker: Arthur B. Laffer, Laffer Associates
SPEAKER
Dr. Arthur B. Laffer, an economist who champions the idea that lowering tax rates could result in higher revenues,
will look at the current economic environment and offer thoughts on where it’s headed—short-term and long-
term—including application to the hotel industry. The former economic policy advisor to President Reagan will
also provide insight on how the government policy environment will affect economic and market performance
going forward.
1:40 p.m. — 2:00 p.m. 20-minute break hosted by WhatCounts
Get to know today’s guest
C A R M I C H A E L / M C T Y E I RE 2:00 p.m. — 3:10 p.m.
Panelists: Bill Carlson, Choice Hotels International, Inc.; Tom Trotta, Fusion; Chris Brogan, Hyatt Hotels; Jackie
Talbot, Hilton Worldwide; Maggie Lang, Kimpton Hotels | Moderator: Jeff Higley, Hotel News Now
In the age of the millennial traveler, hotels can no longer predict guests’ needs based on their demographics.
Instead, hoteliers must use creative ways to gather data about guests and then accurately analyze that data to
create marketing campaigns and personalize guest stays.
PANEL
The power of branding
K I RK L A N D / C A L H O U N 2:00 p.m. — 3:10 p.m.
Panelists: Michael Tall, Charlestowne Hotels; Craig Greenberg, 21c Museum Hotels; Chris Flagg, Crestline
Hotels & Resorts; Dianna Vaughan, Curio - A Collection by Hilton | Moderator: Stephanie Ricca, Hotel
Management
Hotel owners are faced with several significant decisions when they buy or build a property: Do I brand it and,
if so, with a traditional or soft brand? Panelists will explore the latest marketing, distribution and operational
considerations in making the right branding decision for a hotel.
The voice of the meeting planner
S A RR AT T / K I S S A M 2:00 p.m. — 2:30 p.m.
Presenter: Chris Crenshaw, STR
PRESENTATION
This session will look at how the economic crisis and subsequent recovery have shaped the preferences and
changed the focus of meeting planners. Based on the results of STR’s biennial survey of meeting planners,
attendees will discover how perceptions of a city, CVB or DMO, convention center, ancillary services and hotels
impact the site selection decision process and drive group business.DAY 2 CONTINUED: WEDNESDAY, AUGUST 13, 2014
Win, lose or draw: Grading the Top 25 Markets’ performance
N E E LY 2:00 p.m. — 2:30 p.m.
PRESENTATION
Presenter: Brad Garner, STR
The Top 25 Markets are an integral part of the hotel industry and its recent success. In this session attendees will
be taken on a data exploration tour of overall performance in this segment and examine individual market winners,
losers and those that maintained the status quo. Current gap analysis, recent supply implications and group
versus transient segmentation data will provide attendees with additional insights.
Pipeline in motion: Where are hotels being built?
N E E LY 2:40 p.m. — 3:10 p.m.
Presenter: Steve Hood, STR
This session will explore the evolving hotel development landscape. We’ll look at historical trends and what’s under
construction today. Trended supply and pipeline changes will be tracked and identified by scale, chain and market.
PRESENTATION
We’ll explore the “hot” brands and development areas and how they have changed over time.
A HOST of operating efficiencies
S A R R AT T / K I S S A M 2:40 p.m. — 3:10 p.m.
Presenter: Carter Wilson, STR Analytics; Joe Rael, STR Analytics
Revenues are rising and so are profits, but are we holding our expenses in check? Using the HOST Almanac as the
backdrop, we’ll look at property cash flows and determine if we are maintaining operating efficiencies. We’ll see
if revenue growth is flowing through to the bottom line, both on the macro level and at the departmental level.
3:10 p.m. — 3:30 p.m. 20-minute break hosted by WhatCounts
Mobile marketing mayhem
C A R M I C H A E L / M C T Y E I RE 3:30 p.m. — 4:40 p.m.
Panelists: Robert Cole, RockCheetah; Gautam Lulla, Travel Tripper; Martin Smith, Wyndham Hotel Group
Moderator: Jason Freed, Restaurant Hospitality
As mobile usage skyrockets and desktop usage flatlines, experts will attempt to clear up the clutter surrounding
the mobile and social media landscapes. Are you investing in the right areas? How much resources should
hoteliers put toward both platforms and is there a way to measure the return on those investments?
PANEL
Pay attention to the bottom line
K I RK L A N D / C A L H O U N 3:30 p.m. — 4:40 p.m.
Panelists: Lara Latture, The Hotel Group; Terri Haack, Terranea Resort by Destination Hotels & Resorts; Glenn
Squires, Pacrim Hospitality Services, Inc.; John Cottrill, Loews Hotels & Resorts
Moderator: Kim Bardoul, The Highland Group
Operating costs are rising for all hotels. Healthcare mandates and increases in the minimum wage are boosting
labor costs while marketing and technology expenses are chipping away at profitability. We’ll provide tips and case
studies showing how to best control mounting operational costs.DAY 2 CONTINUED: WEDNESDAY, AUGUST 13, 2014
F&B from top to bottom
S A R R AT T / K I S S A M 3:30 p.m. — 4:00 p.m.
Presenter: Chris Crenshaw, STR
Using STR’s newest data set of top line F&B metrics, along with data from the annual P&L HOST study, this
session explores the current state of F&B in the hotel industry. Examining the performance metrics and
long-term trends in F&B profitability, the presentation will identify future trends on which full-service
hotels will need to focus.
DMO boot camp: Understanding destination markets
P L AT I N U M 3:30 p.m. — 4:40 p.m. (extended session)
PRESENTATION
Presenter: Brittany Baldwin, STR; Brian London, Travel Industry Indicators
This discussion will focus on how destination marketing organizations can leverage data to spot areas of
opportunity. A case study will demonstrate key data points CVBs or DMOs can find useful in their strategic
planning—including hotel performance data, compression metrics, meeting planner insights, forecast tools and
custom studies. Although specifically designed for CVB and DMO representatives, any HDC attendee can benefit
from a more thorough understanding of destination markets.
Pipeline in motion: Where are hotels being built?
N E E LY 3:30 p.m. — 4:00 p.m.
Presenter: Steve Hood, STR
This session will explore the evolving hotel development landscape. We’ll look at historical trends and what’s
under construction today. Trended supply and pipeline changes will be tracked and identified by scale, chain and
market. We’ll explore the “hot” brands and development areas and how they have changed over time.
Development in transition: Where to build?
N E E LY 4:10 p.m. — 4:40 p.m.
Presenter: Steve Hennis, STR Analytics
Now that new hotel development is back in the limelight, we’ll look at viable markets and submarkets in position
to most likely to quickly absorb new supply. We’ll show where demand is abundant, performance is thriving—and
PRESENTATION
where building is more attractive than buying.
Reporting data in 2015: Preparing USALI’s 11th revised edition
S A R R AT T / K I S S A M 4:10 p.m. — 4:40 p.m.
Presenter: Robert Mandelbaum, PKF Hospitality Research; Brad Garner, STR
Become your controller’s best friend. Learn about USALI’s 11th edition changes, the effect on STR’s Data Reporting
Guidelines and the impact it could have on your 2015 RevPAR. Your controller will thank you.
Networking reception hosted by RoamingAround
SY M P H O N Y B A L L R O O M 5:00 p.m. — 7:00 p.m.
Dinner on your ownDAY 3: THURSDAY, AUGUST 14, 2014
Sponsor networking
SY M P H O N Y FOY E R 8:00 a.m. — 3:30 p.m.
Breakfast buffet hosted by Vantage
SY M P H O N Y B A L L R O O M 8:00 a.m. — 8:30 a.m.
Are we there yet? When the U.S. hotel industry will reach
its peak
GENERAL SESSION
SY M P H O N Y B A L L R O O M 8:30 a.m. — 10:00 a.m.
Panelists: Amanda Hite, STR; Mark Woodworth, PKF Hospitality Research; Katie Moro, TravelClick, Inc.; Daniel P.
Hansen, Summit Hotel Properties | Moderator: Patrick Mayock, Hotel News Now
Not only will leading number crunchers provide their outlook for the future of the hotel industry—the panel will
dissect the reasons behind the projections. These authorities will peer into their crystal balls to inform attendees
what they need to look for as the industry weaves its way through the current economic cycle.
10:00 a.m. — 10:30 a.m. 30-minute break hosted by WhatCounts
Balancing the hotel budget
CARMICHAEL / MCT YEIRE 10:30 a.m. — 11:40 a.m.
Panelists: Brian Gilchrist, Good Hospitality Services, Inc.; Ravi Patel, Hawkeye Hotels; Alise Deeb, LaQuinta Inn
& Suites; Courtney Russell, JHM Hotels | Moderator: Chuck Pinkowski, Pinkowski & Company
A lot of considerations need to be factored into developing accurate and actionable budgets for hotel properties.
We offer best practices in conducting the budgeting process, including tips on revenue and expense forecasting,
how the calendar and special events affect the process and tools to monitor the budgeting process throughout
the year.
PANEL
From revenue manager to revenue leader
K I RK L A N D / C A L H O U N 10:30 a.m. — 11:40 a.m.
Panelists: Isaac Collazo, InterContinental Hotels Group; Nolan Wrentmore, Aimbridge Hospitality; Marco
Benvenuti, Duetto; Lara Stabell-Gibb, OTO Development, LLC | Moderator: Patrick Mayock, Hotel News Now
STAR reports are critical but they only tell part of the story. Hotel revenue teams are increasingly using outside
analytics, from air traffic patterns to consumer booking behaviors, to forecast business and make relevant pricing
decisions. Learn how and where to arm yourself with the most applicable data … all while keeping it secure.
Two $500 Drawings SPONSORED BY M3 ACCOUNTING + ANALYTICS
Two $500 cash prizes will be awarded at the Hotel Data Conference. They will be
awarded during the Aug. 13 Opening Session and the Aug. 14 Closing Session.
Must be present to win.DAY 3 CONTINUED: THURSDAY, AUGUST 14, 2014
The changing online hotel leisure guest: Young, wireless,
free agents
S A R R AT T / K I S S A M 10:30 a.m. — 11:00 a.m.
Presenter: Scott Garner, Adara, Inc.
This comprehensive analysis of demographic and behavioral data of U.S. online hotel guests encompasses more
than 1 billion travel transactions from 70 companies. Data includes loyalty program membership, search and
booking activity, and mobile device use. It will present a thorough profile of the online hotel leisure guest and the
industry’s understanding of the implications for reaching and building loyalty in this increasingly dynamic market.
PRESENTATION
Not so top secret: The methodology behind GSA lodging
per diem rates
N E E LY 10:30 a.m. — 11:00 a.m.
Presenter: Jill Denning, U.S. General Services Administration
Learn more about how the U.S. General Services Administration uses hotel data to establish lodging per diem
rates each year. The GSA’s per diem program manager will walk attendees through the methodology behind setting
the rates and the relevant associated policies from the Federal Travel Regulation that every hotelier hosting
government travelers should know. The efforts of GSA’s Governmentwide Travel Advisory Committee, which
recently reviewed the methodology, will also be discussed.
Chain Scales 101: Right product, right place, right now
N E E LY 11:10 a.m. — 11:40 a.m.
Presenter: Bobby Bowers, STR
Participate in an overview of historical Chain Scale performance, development trends and what to expect moving
forward. Review examples of how hotel companies have evolved their brand strategies to deliver the optimal
guest experience and value, all while expanding their reach. Examine how the U.S. Chain Scale structure and
performance compares with other world regions.
PRESENTATION
Pricing in a social world: How consumers use price and
reputation when making a hotel purchase
S A RR AT T / K I S S A M 11:10 a.m. — 11:40 a.m.
Presenter: Kelly McGuire, SAS
Price alone does not drive all guests’ purchasing decisions. With an abundance of user-generated content (i.e.
ratings and reviews) available at the point of purchase, consumers now have access to a wealth of information
that they could use to assess value. This presentation will answer explore which information are consumers using,
and how hotels can benefit from it.
Lunch hosted by Cvent
SY M P H O N Y B A L L R O O M 11:40 a.m. — 12:10 p.m.DAY 3 CONTINUED: THURSDAY, AUGUST 14, 2014
Hot topics from an even hotter industry
SY M P H O N Y BA L L RO O M 12:10 p.m. — 12:40 p.m.
Panelists: Stephanie Ricca, Hotel Management; Patrick Mayock, Hotel News Now; Ed Watkins, Hotel News Now
PANEL
Moderator: Dawn Ray, Hilton Worldwide
Join this fact-paced luncheon discussion with journalists who cover the hotel industry to learn the hottest trends
and behind-the-scenes information. These reporters and editors will dish on the who’s, what’s, where’s, when’s,
why’s and how’s of an industry that’s moving at lightning speed.
12:40 p.m. — 1:00 p.m. 20-minute break hosted by WhatCounts
In my humble opinion. . .
C A R M I C H A E L / M C T Y E I RE 1:00 p.m. — 2:10 p.m.
Panelists: Adele Gutman, Library Hotel Collection; Brian Payea, TripAdvisor; Sam Trotter, Boutique Hospitality
Management | Moderator: Terence Baker, Hotel News Now
Guests are eager to share their opinion of your hotel online, particularly if they’ve had a polarizing experience. How
do you capture that information and use it to craft content ensuring your hotel’s reputation remains impeccable?
With the evolution of search and distribution, your efforts should go beyond standard online reviews.
PANEL
Will group business come back?
K I RK L A N D / C A L H O U N 1:00 p.m. — 2:10 p.m.
Panelists: Tom Faust, Omni Hotels & Resorts; Michael Dominguez, MGM Resorts International; Kate Keisling,
IDeaS; Brian Tkac, Hostmark Hospitality Group | Moderator: Samantha Worgull, Hotel News Now
While transient corporate and leisure business have rebounded strongly since the end of the recession, group
bookings have generally lagged. A group of experts will discuss why group business is down, when or if it will
return and how hotels can claim their fair shares of the available business.
Comp sets from all angles
PRESENTATION
S A RR AT T / K I S S A M 1:00 p.m. — 1:30 p.m.
Presenter: Alison Hoyt, STR Analytics
Take a dive into the analytics of comp sets with the latest data. See how we can statistically grade your comp set,
and see how properties just like yours are defining what it actually means to be a competitor.
pocket agenda sponsored byDAY 3 CONTINUED: THURSDAY, AUGUST 14, 2014
Chain Scales 101: Right product, right place, right now
N E E LY 1:00 p.m. — 1:30 p.m.
PRESENTATION
Presenter: Bobby Bowers, STR
Participate in an overview of historical Chain Scale performance, development trends and what to expect moving
forward. Review examples of how hotel companies have evolved their brand strategies to deliver the optimal
guest experience and value, all while expanding their reach. Examine how the U.S. Chain Scale structure and
performance compares with other world regions.
Action and reaction: Insights into economic activity and
hotel performance
N E E LY 1:40 p.m. — 2:10 p.m.
Presenter: Chad Church, STR
Understand how hotel data trends on the national and regional levels relate and react to other commonly available
data sets. This session will focus on economic drivers of hotel demand such as GDP, the stock market, housing and
manufacturing along with more regional conversations like the perceived impact of pot legalization in Colorado
and the impact of airlines moving into or out of a market.
PRESENTATION
Not so top secret: The methodology behind GSA lodging
per diem rates
S A R R AT T / K I S S A M 1:40 p.m. — 2:10 p.m.
Presenter: Jill Denning, U.S. General Services Administration
Learn more about how the U.S. General Services Administration uses hotel data to establish lodging per diem
rates each year. The GSA’s per diem program manager will walk attendees through the methodology behind setting
the rates and the relevant associated policies from the Federal Travel Regulation that every hotelier hosting
government travelers should know. The efforts of GSA’s Governmentwide Travel Advisory Committee, which
recently reviewed the methodology, will also be discussed.
2:10 p.m. — 2:30 p.m. 20-minute break hosted by WhatCounts
Information, insights and innovation: Other industries’
effects on hotels
SY M P H O N Y B A L L R O O M 2:30 p.m. — 3:45 p.m.
GENERAL SESSION
Panelists: Richard Garlick, J.D. Power; David Huether, U.S. Travel Association; Carter Wilson, STR Analytics;
Jordan R. Kayloe, Diio | Moderator: Jeff Higley, Hotel News Now
Experts will present outlooks and market trends from outside the hotel industry that will have an effect on every
hotelier’s bottom line. From moving people to the latest technological advances, this discussion will focus on how
what lies ahead and how it relates to the outlook for hotels.
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