The Market Profile sheet is where you can store collected information about the subject's market regarding occupancy rates, daily rates, and revenue per available room, using information from either Smith Travel or CoStar. The information is organized by submarket so that the subtotals can form a market-wide basis. 

This guide will cover filling out the Market Profile sheet in the Hospitality Valuation Workbook. 

Prerequisites 

1. Subscription Tier: 
   • Enterprise: Included with the Subscription fee
   • Professional: Available as an Add-On
     • Please contact the Client Success Manager if you want to upgrade your subscription to access the Valcre Hospitality Workbook and Word Report template. 
2. Downloaded Hospitality Template from Valcre Online.
3. Smith Travel Retail or CoStar report
4. Set up the Hospitality Valuation Workbook in the Home sheet. 

Table of Contents

• Video
• How-to Guide
  • Market Data Summary

Video

How-to Guide

This tab is only necessary if you want these tables in your Word Report. If you are reporting on the broader markets, you only need to enter the following:

• Subject Submarket 
• Market lines 

As long as you have at least one submarket and major market in each table, you will have enough information for the tables on the following sheets. 

Market Data Summary 

This section allows you to provide an overall summary of the Market Profile and can be populated into your Word Template. As with all yellow fields in the Valcre Valuation Workbooks, you can manually type into this section as needed.

  

Step 1: Enter the Market-Wide Occupancy Rates

Obtain your Smith Travel Research or CoStar Report and enter the data provided by STR or CoStar into the Market Wide Occupancy Rates table. 

Pro Tip: Once you have your report, you can copy and paste the data into the Market Wide Occupancy Rates table if it is in Excel or CSV formatting. If you have a PDF that you cannot convert into Excel or CSV, you will need to enter the data manually.

 

Step 1.2: Review the data to form your conclusion

• The first set of years in each table-  is the data that tabulates the YoY change.

• The last two years summarize the first and the last year.

• Column E is a number you can control as a user based on your earliest available data.

Pro-Tip: You can hide columns if you don’t have multiple years of history. Hide the column by right-clicking on the column(s) you wish to hide and selecting Hide. As with any table, do not delete columns or rows; it will cause workbook errors to form and prevent their usage in the Word file.

 

Step 2: Enter your Market Wide Average Daily Rates

The submarket names input into the Market Wide Occupancy Rates table will be duplicated in the Market Wide Average Daily Rates submarket section. 

Step 2.1: Enter your historical Average Daily Rates | ADR

Step 3: Review the Market Wide RevPAR

The submarket and major market names input in the above tables will be duplicated in this section, and the required math for calculating the RevPar data is already stored in this table.  

Step 4: Add these tables to your Word file. 

If these tables are not already in the Word file, use the link names below each table: HMA_MetroOCC, HMA_MetroADR, HMA_MetroRevPar to insert them into your report using the Insert Link feature in the Word Report Template.

Once you have completed all the necessary information in the Market Profile sheet, you can move on to the Demand Driver Statistics Sheet for the Hospitality Workbook. 

For additional questions about the Market Profile sheet in the Hospitality Valuation Workbook, please get in touch with Valcre Support using the Online Chat using Valcre Online or Valcre Mobile.