STR Unifies Branding for Various Entities

Data benchmarking and analytics specialist STR has implemented an updated corporate brand that unifies the company’s global entities and aligns its expansion into additional market sectors.

STR, Inc. (Hendersonville, Tennessee), STR Global Limited (London, England) and STR Analytics (Broomfield, Colorado) are now integrated as a single global brand – STR.

Hotel News Now (Rocky River, Ohio), the digital news affiliate of STR, maintains its own brand entity.

“STR has experienced incredible growth since being founded by the Smith family in 1985,” said Amanda Hite, STR’s president and COO. “That growth has been made possible by the dedication of many, and today we set forth on serving our valued clients and partners for the next 30 years and beyond as one unified brand.

“Although many changes to the way STR looks will take place, our commitments to our clients and partners will remain the same,” Hite said. “We will continue to bring actionable performance data and insightful analysis that will help identify opportunities and make sound business decisions. And we are excited to apply our experience to advancing performance across other industries.”

With a foundation built in the hotel sector, STR has served for more than 30 years as the global leader in benchmarking, information services and analytics for the hospitality industry. Between the aforementioned entities, STR maintains a presence in 10 countries around the world with a global sample comprising more than 52,000 hotels and 7.1 million hotel rooms.

“Our company has grown considerably over the past several years,” said Robin Rossmann, managing director for STR. “The unification of our brands reflects our unique ability to provide comprehensive and consistent benchmarking solutions across the world. It also is symbolic of the way that we are leveraging our global scale to invest and continually improve our products for our clients.”

STR’s platform was formally expanded beyond North America in 2008 through the creation of STR Global. In 2009, the company continued its organizational expansion by establishing STR Analytics to create robust ways to report hotel industry data as well as to provide more hands-on consulting to clients. In 2014, STR launched a Sector Analysis division in response to demand for its benchmarking platform across other industries. STR also hosts the Hotel Data Conference each year in Nashville, Tennessee.

About STR

STR provides clients from multiple market sectors with premium, global data benchmarking, analytics and marketplace insights. Founded in 1985, 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. For more information, please visit