AA Hotel Services joins forces with global data company


AA Hotel Services has partnered with STR Global, a provider of global hotel data to provide performance data to hotels within the AA scheme.

Any establishment within the AA will now have access to data to help them better grow their business, including Average Room Rate, Revenue per available room and occupancy percentage, all of which can be assessed by region, time, or hotel style.

STR Global gathers performance data from more than 18,000 hotels, comprising more than 3m rooms, and now all of this information will be on offer to the thousands of establishments under the AA umbrella, from hotels and restaurants to guest accommodation, campsites and self-catering properties.

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The data will be available with all AA inspection results from January 2016.

Simon Numphud, head of AA Hotel Services, who announced he is to step down in December last year, commented: “We are constantly looking at ways to provide enhanced benefits to our members, and the service that STR Global offers is a superb addition. We believe the data will truly help all of our hotels improve their competitiveness and service.”

Thomas Emanuel, STR Global’s director of business development said: “This partnership will provide more hoteliers across the UK, especially those in the independent segment, with access to STR Global’s benchmarking services. The data we provide is confidential, reliable, accurate and actionable, and our comprehensive reports will empower AA Hotel Services members to strategise and compete within their respective markets.”