PATA and STR to organise training programme on data analytics
The Pacific Asia Travel Association (PATA) in collaboration with STR will organise the “Certification in Advanced Hotel and Tourism Analytics (CAHTA) by PATA/STR” on November 19-20, 2018 at the PATA Engagement Hub, Bangkok, Thailand.
CAHTA is a certification focused on data research for hospitality industry professionals geared towards hotel revenue managers, general managers, corporate staff, research professionals, employees of consulting and investment firms and educators who teach related topics or students with similar career aspirations.
“Data is essential for any organization to stay competitive in today’s market, however it is meaningless without proper analysis and understanding. With more than 2.5 quintillion bytes of consumer data produced every day, it can be a daunting task to make any sense of it,” said PATA CEO Dr. Mario Hardy. “Our collaboration with STR to provide practical training in extracting quality data and analysis, is in alignment with our human capital development strategy in enhancing the tourism workforce and facilitating quality educational opportunities.”
Steve Hood, Vice President of Research, STR, USA, said, “We are excited to be teaming with PATA to deliver this workshop. No better way for a hotel or tourism industry professional to gain valuable hands-on experience analysing data to support critical business decisions.”
Speakers at the two-day training programme include Duane Vinson, Vice President and the Assistant Director, STR SHARE Center, USA and Steve Hood, Vice President of Research, STR, USA. The training provides a comprehensive, step-by-step tutorial on how to design and implement a professional-level research project – specifically a Market Study for a major destination city. Participants will gain practical skills in extracting and analysing data in order to identify historic trends and consumer patterns through foundational metrics and methodologies used by the hotel industry. Participants will also learn how to interpret and present analytic results through various methods of data visualisation. Finally, participants will gain hands-on practice by developing their own research project and presenting their findings to the group to complete the certification.
During the programme, participants will:
* Learn the STR Taxonomy of Data Familiarity: Organise, Recognise, Conceptualise, Analyse, Strategise, Visualise, Summarise and Publicise
* Gain experience in implementing a comprehensive Market Study for a city from conception to completion
* Practice applying the most popular types of industry data to create a professional-level research project
* Be able to personalise their research project based on their geographical area of interest
* Gain access to valuable current data to help them complete their research project
* Be awarded the PATA/STR Certification in Advanced Hotel and Tourism Analytics upon course completion
The registration fee is USD699 for PATA members, USD899 for Chapter members and USD1,099 for non-members. For full programme and registration, please click visit www.PATA.org/CAHTA-PATA-STR or email HCD@PATA.org.
Founded in 1951, PATA is a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research and innovative events to its member organisations, comprising 98 government, state and city tourism bodies, 19 international airlines and airports, 91 hospitality organisations and 70 educational institutions, as well as over a hundred young tourism professional (YTP) members across the world. The PATA network also embraces the grassroots activism our 36 Chapters and 20 Student Chapters across the world. Thousands of travel professionals belong to the 36 local PATA chapters worldwide, while hundreds of students are members of the 20 PATA student chapters globally. The chapters and student chapters organise travel industry training and business development events. Their grassroots activism underpins PATA’s membership in Uniting Travel, a coalition of the world’s major Travel & Tourism organisations dedicated to ensuring that the sector speaks with one voice and acts in unison on the major issues and includes ACI, CLIA, IATA, ICAO, WEF, UNWTO and the WTTC. The PATAmPOWER platform delivers unrivalled data, forecasts and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices anywhere in the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has official offices or representation in Beijing and London. Visit www.PATA.org.