CHIA Technology & Property Management Systems Flashcards

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

A Central Reservation System (CRS) is most critical for managing:

Answer: Booking pace, lead time, channel performance, and rate distribution across properties

A CRS manages inventory and rate distribution across all booking channels and is especially important for branded or multi-property hotel groups.