Orlando, Florida, August 2014-The American Hotel & Lodging Educational Institute (AHLEI) and STR (Smith Travel Research) have collaborated on a new professional designation, the Certification in Hotel Industry Analytics (CHIA). The Certification in Hotel Industry Analytics is the only hotel-related certification for industry professionals focused on analytics. It provides recognition that the holder has a thorough knowledge of the foundational metrics, definitions, formulas, and methodologies used by the hotel industry. Core content areas for the CHIA include:
- Hotel Industry Analytical Foundations
- Hotel Math Fundamentals
- Property Level Benchmarking (STAR Reports)
- Hotel Industry Performance Reports
Preparation for the certification is done through an online program that includes quiz questions to help candidates gauge their comprehension and target their preparation activities. The online training materials include case scenarios, sample reports, industry “tricks of the trade,” analysis examples, quizzes, discussion questions, and application exercises. Content is global in scope.
Steve Hood, senior vice president of research for STR, has conducted CHIA training sessions around the globe for both academic and industry groups. In the United States, 64 managers from Best Western International in Phoenix, Arizona, were the first to pilot the industry version of the CHIA. A team of La Quinta general managers also went through the training and certification earlier this year, as did groups from Carlson Rezidor and Intercontinental Hotel Group.
“I’ve been incredibly surprised at the response to having a certification focused on analytics and the STAR Report, from both schools and the hospitality industry,” said Hood. “Everywhere we go around the world, people are excited about understanding the metrics used by the hotel industry and learning how to better analyze industry reports.”
The CHIA is a knowledge-based certification with no “time in position” requirement. After enrolling, candidates have six months to complete the online coursework and complete the 50-question exam. Those who achieve a score of 70 percent or higher will earn the certification. While preparation can be done individually, one- and two-day facilitated training workshops are available for an additional fee.
For information, visit www.ahlei.org or call 1.800.349.0299 or +1.407.999.8100.