Certification in Advanced Hotel and Tourism Analytics (CAHTA)

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Data is fast becoming the lifeblood of any successful business. Within the travel industry, data analytics is essential to understanding traveler trends in order to provide convenient and exciting travel experiences. Hotel chains, for example, can use data analytics to create customised packages offering add-on services and discount coupons based on travel patterns. Tourism boards are also turning towards data analytics to understand tourism flows and uncover more investment opportunities for their destination.

The Certification in Advanced Hotel and Tourism Analytics (CAHTA) is a certification focused on data research for hospitality industry professionals geared towards revenue managers, general managers, corporate staff, and research professionals. Jointly offered by the Pacific Asia Travel Association (PATA) and STR, 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.



Participants will obtain real-world data analytics skills to grow their hospitality and tourism business, increase profits, and create maximum value for their shareholders. Specifically, they 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


Target Audience

Hotel managers, hotel company staff, tourism professionals, employees of consulting and investment firms as well as educators who teach related topics or students with similar career aspirations.



It is recommended that participants are experienced with PowerPoint and Excel, although that is not required. If experience is limited, they would be able to work in a group with other members that do have more experience with PowerPoint and Excel.

It is recommended that participants are familiar with basic hotel terminology and metrics (occupancy, average daily rate, market, chain). This material will be made available for participants to review prior to the training and there will be a quick review at the beginning of the workshop.


Registration Fees

  • Single registration
    PATA Members: USD699
    Chapter Members: USD899
    Skal Members: USD899
    Non-Members: USD1,099 
  • Group registration for 2 people or more
    PATA Members: USD500
    Chapter Members: USD700
    Skal Members: USD700
    Non-Members: USD900

For group registration, please email [email protected].


For enquiries and further information, please email [email protected].

Steve Hood
Vice President of Research

Duane Vinson
Vice President and the Assistant Director