Forward STAR
Forward STAR is a forward-looking benchmarking dataset produced by STR (now part of CoStar) that provides hotels with aggregated, anonymized occupancy, ADR, and RevPAR data for future dates based on reservations currently on the books across a competitive set. It extends the traditional STR Report — which reflects historical, already-realised performance — into the upcoming booking window, typically covering the next 90 days or more.
Why it matters
The standard STR Report tells a revenue manager how a hotel performed relative to its comp set last week or last month. Forward STAR answers a different and equally important question: how is competitive demand building for future dates right now?
By comparing a hotel's internal pace data against Forward STAR figures for the same future dates, revenue managers can:
- Identify pickup gaps early — if the comp set is building occupancy for a specific weekend faster than the subject property, a pricing or visibility issue may need addressing before the date closes out.
- Validate pricing decisions — strong forward demand across the comp set supports rate increases; weak forward demand signals caution.
- Spot compression events — unusual spikes in comp-set forward occupancy may indicate a citywide event or group block that the hotel's internal data does not yet reflect.
Forward STAR is particularly valuable when combined with internal pace reporting and demand calendar tools to form a complete picture of the competitive environment ahead.
Related
- STR Report — the historical benchmarking counterpart showing realised performance
- Pace Report — a hotel's internal view of how reservations are accumulating toward future dates
- Comp Set (Competitive Set) — the peer properties whose aggregated data populates the Forward STAR report
- STLY (Same Time Last Year) — a historical reference point often layered alongside Forward STAR for context
- Demand Calendar — internal planning tool that visualises demand signals across the booking horizon