1985 founders randy and carolyn smith headquarters hendersonville tennessee united states area served worldwide number of employees 200 website www.str.com str formerly known as smith travel research is an american company based in hendersonville tennessee that tracks supply and demand data for multiple market sectors including the global hotel industry . str provides market share analysis for major hotel chains and brands in north america europe asia pacific middle east and africa . str maintains a presence in 10 countries around the world with a corporate north american headquarters in hendersonville tennessee and an international headquarters in london england . contents 1 history 1.1 str global 1.2 str analytics 1.3 2016 rebrand 1.4 hotel news now 2 references 3 external links history edit str was founded in 1985 by randell a. smith and his wife carolyn smith in lancaster pennsylvania . 1 the smiths built the company with a focus on providing overall performance data and trends to the hotel industry . in the beginning they developed a database with names addresses and phone numbers of established hotel companies in the united states to create the census database . randy smith was contacted by holiday inn multiple times and urged to create a market share report . by 1988 the company launched the first smith travel accommodations report star a monthly report that includes data from hotels and measures each property s market share performance against a self selected competitive set . 2 str currently tracks more than 50 000 hotels with over 6.8 million rooms . 3 str global edit in 2008 as str sought to expand its services to markets outside the us hotelbenchmark a division of deloitte uk and the bench a daily benchmarking company combined businesses to form str global . 4 str continues serving the north american markets while str global caters to a global audience . str global s main office is in london with regional offices in italy dubai brazil singapore tokyo jakarta sydney and beijing . str analytics edit str analytics based in broomfield colorado utilizes the str database and cross references it with other data to provide objective trend based analysis and empirical data about the lodging industry . 2016 rebrand edit in march 2016 str announced that its family of companies including str inc. str global and str analytics are now united under one brand str . hotel news now edit str launched hotel news now in 2008 . hotel news now provides the global hotel industry with news coverage and hotel analysis that leverages its first access to data from the str . this division comprises a multimedia website and collection of e newsletters including the daily update tech impact report etc. hotel news now also hosts the baird str hotel stock index a co branded index created by robert w. baird & co. and str . the index tracks the stock price movements associated with u.s. focused and domestically based hotel companies.www.hotelnewsnow.com hotel news now is based in rocky river ohio . references edit american hotel & lodging association . randy smith to receive alis lifetime achievement award august 21 2009 accessed september 9 2011 . morabito andrea . randy smith creating a new standard . a century of hospitality . ed . len vermillion . yardley pa mcneill group inc. 2009 . p. 93 . morabito andrea . randy smith creating a new standard . a century of hospitality . ed . len vermillion . yardley pa mcneill group inc. 2009 . p. 93 . deloitte . global hospitality analysis frequently asked questions june 24 2009 accessed september 13 2011 . external links edit str str global hotelnewsnow.com str analytics hotel data conference retrieved from https en.wikipedia.org w index.php title str inc & oldid 738498985 categories companies based in tennesseetravel related organizationshidden categories articles created via the article wizard navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages bahasa indonesia edit links this page was last modified on 9 september 2016 at 09 11 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia foundation inc. a non profit organization . privacy policy about wikipedia disclaimers contact wikipedia developers cookie statement mobile view