Fáilte Ireland Hires STR to Measure Hotel Performance

Fáilte Ireland, the national tourism development authority, has selected STR to help it measure and report hotel performance in the country.

STR will administer a monthly survey based on internationally recognized methodology and will gather intelligence from hotels across the Republic of Ireland to chart performance and recovery of the sector.

Data collected will be provided back to hotels for use as a free benchmarking and management tool with metrics such as occupancy percentage, ADR and RevPAR.

The research will also track source market trends (guest origins), which will provide useful intelligence and insights on the guest profile for Ireland’s hotels.

Plus, the data will enable Ireland to benchmark performance internationally by utilizing common methodology that allow like-for-like comparisons with other destinations.

“We are excited and proud to partner with Fáilte Ireland in providing the country’s hotels with ongoing performance data and insights,” said Sarah Duignan, STR’s director of client relationships. “This will strengthen STR’s presence in Ireland, but more importantly, deliver new and timely insights that will inform hotel revenue management and business decisions. The reports will be crucial in maximizing growth opportunities for Ireland’s tourism recovery, and we will be able to hit the ground running as many hotels across Ireland already work with STR and are familiar with our data. We will expand the monthly survey across all 26 counties.”

Research will commence on 1 July 2021, with industry reports scheduled to commence in August 2021.

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