Demand 360
Demand 360 is a forward-looking market intelligence product from CoStar (formerly STR) that provides hotels with aggregated, anonymised data on future demand in their competitive market. Unlike traditional STR benchmarking reports — which are backward-looking — Demand 360 combines actual on-the-books reservations from participating properties with forward-looking search and booking signals to give revenue managers a view of uncaptured market demand before it materialises.
Data inputs typically include:
- Group pace: contracted group room nights on the books across the comp set
- Transient search activity: anonymised search-and-book signals from OTA and metasearch platforms
- Segment trends: breakdowns of corporate, leisure, and wholesale demand patterns by market
Results are displayed at the market and comp-set level, allowing hotels to benchmark their own booking pace against aggregate demand without accessing competitors' individual property data.
Why it matters
Revenue managers rely on Demand 360 to answer questions that historical data cannot: Is my current pace ahead of or behind the market? Is there a demand surge coming that I haven't priced for yet? This forward visibility enables more confident pricing decisions — particularly around compression pricing, rate floor adjustments, and length-of-stay restrictions in the weeks before a high-demand period.
Demand 360 is particularly valuable in:
- Event-heavy markets where spikes are predictable but magnitude varies
- Seasonal resort destinations managing shoulder-period yield
- Newly competitive supply environments where adding new hotels distorts STLY comparisons
Access typically requires a subscription through the STR/CoStar platform and participation in the data-sharing pool.
Related
See Forward STAR for the related CoStar product covering future on-the-books pickup benchmarking, STR Report for the foundational backward-looking benchmark, STLY (Same Time Last Year) for historical pace comparison, and Unconstrained Demand for the concept of total potential demand irrespective of available supply.