CHIA CHIA Technology & Property Management Systems 2

Question 1

What type of data does STR (CoStar Hospitality) primarily provide to hotel operators?

Accepted Answer

Competitive benchmarking data including occupancy, ADR, RevPAR, and market share (MPI, ARI, RGI)

Answer

STR aggregates performance data from participating hotels to produce STAR Reports showing how a hotel's KPIs compare to its competitive set.

Question 2

In hotel revenue management, a 'booking window' refers to:

Accepted Answer

The time elapsed between when a reservation is made and the guest's arrival date

Answer

Booking window (also called lead time) analysis helps revenue managers understand when different market segments book and adjust pricing strategies accordingly.

Question 3

What is 'metasearch' in the context of hotel digital distribution?

Accepted Answer

Platforms like Google Hotel Ads and TripAdvisor that aggregate and compare rates from multiple booking sources

Answer

Metasearch engines display rates from multiple sources side-by-side, allowing hotels to bid for placements and drive direct bookings.

Question 4

The 'look-to-book ratio' is a metric that measures:

Accepted Answer

The number of website searches or page views relative to the number of actual bookings completed

Answer

Look-to-book ratio = total searches or sessions ÷ completed bookings; a high ratio may indicate friction in the booking funnel.

Question 5

What does 'channel attribution' in hotel digital analytics determine?

Accepted Answer

Which booking channels and marketing touchpoints contributed to a guest's confirmed reservation

Answer

Channel attribution helps hotels understand the true cost and value of each distribution and marketing channel in the booking journey.

CHIA - Certified in Hotel Industry Analytics Practice Test

CHIA - Certified in Hotel Industry Analytics Practice Test

CHIA CHIA Technology & Property Management Systems 2