Regulators Investigate Hotel Data Sharing Through STR Benchmarking Platform

Competition authorities are examining whether the sharing of hotel performance data through industry benchmarking platforms may influence pricing decisions across competing brands, raising questions about transparency and competition in the global lodging sector.

By HNR News Staff Reporter

Regulatory Review Targets Hotel Industry Data Practices

Competition regulators are examining how hotel companies use industry benchmarking data to inform pricing strategies, raising broader questions about transparency and competition in the lodging sector.

The review centers on the use of performance data platforms that aggregate information from hotels across multiple markets. These systems typically collect and analyze metrics such as occupancy, average daily rate (ADR), and revenue per available room (RevPAR), providing participating properties with comparative insights into market performance.

Industry participants have long relied on such benchmarking tools to monitor trends and evaluate their competitive positioning. However, regulators are now assessing whether the sharing of detailed performance data across competitors could potentially influence pricing behavior in ways that affect market competition.

“When rival businesses share competitively sensitive information – including through a third-party data analytics provider – this reduces the uncertainty competing businesses normally have about how each other will act,” the UK Competition and Markets Authority said in announcing the investigation. “This can affect how strongly companies compete because it makes it easier for them to predict what each other will do and coordinate their behaviour.”

The Role of Benchmarking Platforms in Hotel Revenue Management

Benchmarking platforms have become a standard component of hotel revenue management. By pooling anonymized performance data from participating properties, these systems provide market-level insights that help operators adjust rates, forecast demand, and evaluate performance relative to their competitive set.

Platforms such as STR, now part of the CoStar Group, aggregate hotel performance data from tens of thousands of properties worldwide. The information allows hotels to compare their occupancy levels, pricing trends, and revenue performance with similar properties within defined competitive markets.

Revenue managers typically use these insights alongside other indicators, including forward booking pace, local event calendars, airline capacity trends, and historical demand patterns, to inform pricing decisions.

While the data provided through benchmarking services is generally aggregated and anonymized, regulators are examining whether the availability of detailed market performance information could influence pricing decisions across competing hotels.

Industry Response and Historical Context

Industry participants emphasize that benchmarking platforms have long operated within established competition guidelines and are widely used across multiple sectors.

A spokesperson for CoStar, the parent company of STR, said the company was surprised by the regulatory interest in the long-standing industry data platform.

“We are surprised at the CMA’s interest in a long-standing hotel data analytics and benchmarking platform that for decades has been used by companies and government entities alike to better assess market dynamics,” the company said.

Benchmarking services have historically been designed to aggregate data from multiple properties in ways intended to prevent the disclosure of individual hotel performance while still providing meaningful market insights.

However, regulators in several jurisdictions have increased scrutiny of data-sharing practices across industries as advances in analytics, artificial intelligence, and pricing algorithms have made it easier to identify patterns and respond quickly to competitive signals.

Industry observers say the growing sophistication of analytics tools is one reason regulators are paying closer attention.

“Perhaps it’s not so much about the sharing of the data, but the fact that today so much more can be done with that data,” hospitality consultant Patrick Angwin noted in commentary on the issue. “The level of analytics and AI processing power to identify trends and similarities wasn’t possible even five years ago.”

Potential Implications for Hotel Operators

For hotel companies, the outcome of the regulatory review could influence how performance data is shared and used across the industry.

Benchmarking platforms have become deeply embedded in hotel operations, and many companies rely on these reports to evaluate market conditions and refine revenue management strategies. Any regulatory changes affecting how data is collected, aggregated, or distributed could require adjustments to existing pricing practices.

At the same time, access to reliable market intelligence remains critical for operators navigating increasingly complex demand patterns and competitive environments.

As the review continues, the discussion highlights the broader challenge regulators face in balancing competitive markets with the operational benefits of shared industry data.