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Mountain Travel Research Program |
Did you know that MTRiP… |
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The Mountain Travel Research Program (MTRiP) is the premier provider of lodging performance benchmarking to mountain resorts throughout the western United States. Relied upon for everything from tracking year over year performance and anticipating lift ticket sales to scheduling ski instructors and bus drivers, MTRiP data gives destination marketers, town councils, property managers and everyone in between the information necessary to accurately evaluate the past and make smart, savvy decisions for the future.
MTRiP’s travel research programs for mountain destinations include three primary components: destination lodging performance measurement solutions, market intelligence and comparative evaluations. Combined with MTRiP’s unique forward-looking reporting and non-traditional lodging inventory, this information delivers one of the most comprehensive pictures of a destination’s performance available.
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Specializes in non-hotel properties commonly found at mountain resorts and over 300 lodging properties from 17 western U.S. mountain destinations, 10 eastern U.S and Canadian destinations and 3 beach and golf destinations currently submit data to MTRiP. |
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Uniquely collects data for future months based on reservations on the books and provides a “crystal ball” for their clients and the best forecasting and budgeting tool available for mountain destinations. |
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Is “in the know” by constantly monitoring travel trends and regional & national economic indicators that affect the mountain resort industry and offers access to this data and analysis to subscribers. |
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About Us
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What they’re saying about us
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At MTRiP, we believe knowledge is power, and we are committed to delivering comprehensive market intelligence to destination resort communities. Our wide range of research and analysis gives you a thorough examination of your lodging performance as well as overall market conditions impacting tourism-dependent businesses. In addition, our specialized reports and related services work with you to understand, interpret and apply the data in a way that turns our research into your results. Together, this all-inclusive approach provides what "you ought to know" to successfully manage your business and plan for the future.
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“We’ve been working with MTRiP since its inception and through its impressive evolution. With its broad support and forward-looking orientation, MTRIP’s Reservation and Occupancy Outlooks are unique and the closest things to a crystal ball that is out there for the mountain travel industry.”
Chris Cares
Principle
RRC Associates
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Who We Are
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MTRiP is the research arm of the Advisory Group, which provides marketing services to destination resorts around the country. Established in 2004, we are a leading supplier of lodging metrics and market intelligence for the mountain travel industry. Lodging properties, destination marketing organizations and municipalities of the premier mountain resorts in the western United States rely on our comprehensive data collection and information services for everything from tracking and comparing reservation activity to staffing decisions to measuring the effectiveness of promotional campaigns and events.
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What We Do
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Part compass and part crystal ball, our unique combination of data, market information and consulting services explain what's happening right now and what to expect going forward for your business, destination and the overall mountain travel industry.
Each month, lodging properties from hotels to condominiums to property management companies submit their previous and advanced reservation data to us via a secure web portal. We crunch the numbers to produce a variety of reports designed to give you a detailed and comprehensive picture of performance at the property, destination and industry-wide level for the past, present and future. Individual property data is always kept completely confidential.
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Who We Work With
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We usually collaborate with the local destination marketing organization to create a travel research program that will enable both individual properties and the overall destination to measure performance by examining lodging and advanced reservations data.
Our research and production services are performed in partnership with RRC Associates, a Smith Travel Research company, and our reports complement STR's hotel-centric reporting system. Our data include non-hotel property management companies and the vacation rental inventory prevalent in many destination resort communities, giving destinations a more complete overview of transient lodging activity, and with it, the ability to better understand the related tourism impacts.
We also work closely with the Central Reservations Association of Destination Resorts (CRADR), enhancing the network of information and data available to our subscribers and ourselves.
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The Process
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Data Collection
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All of our work at MTRiP begins with comprehensive data collection. Here’s how the process works:
To establish a travel research program in a given destination, we typically work through the local destination marketing organization, or in some cases, the town government or ski company. With the help of these organizations, we then reach out to lodging outlets around the area, from large hotels to property management companies to condominiums.
Each month, these lodging properties submit their historic and advanced reservation data to us via a secure web portal. We crunch the numbers to produce a variety of reports designed to give a detailed picture of the lodging community’s collective performance for the past, present and future. When combining individual property data to build the destination-wide view, individual property data is always kept completely confidential.
We then aggregate all 15 of our reporting destinations to create a snapshot of the destination mountain travel industry’s performance in the western United States. This “industry-wide” view is used by anyone from investors to suppliers to journalists to put a finger on the pulse of destination mountain travel, as well as by each participating destination to compare their performance to that of the competition.
Once this data is collected, many different report options are available for destinations and for properties.
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MTRiP takes pride in quick report turn around so that clients can make important decisions based on the most updated data possible. Property data is submitted through our secure web portal by the 5th of every month. The numbers are crunched and destination wide reports are available by the 10th and competitive evaluations are available by the 15th.
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What they’re staying about us
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"Through the data collected in MTRiP, our destination can get a forecast of the future occupancy levels across various distribution channels and property types for the North Lake Tahoe region. This resource has become one of the tools used to help fine tune our various marketing and sales efforts."
Andy Chapman
Director of Tourism
North Lake Tahoe Resort Association
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“Our Central Reservation Association uses the MTRIP system and its metrics to collect and report the business of our members and an aggregated CenRes channel view. The results have become a key benefit of membership in our association and helps us better serve our respective communities”
Dirk Beal
Director of Sales
Deer Valley Resort
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Destination Lodging Performance Measurement Solutions
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What our clients think
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MTRiP’s reports help mountain destinations measure and evaluate their lodging performance.
Thanks to unique reporting methods that include inventory “on the books,” MTRiP reports display performance both six months in the past, as well as six months into the future. More accurate than a forecast since guests have already booked the rooms for their vacation, this enables everyone from restaurateurs to front desk personnel to town facility managers to plan more efficiently for upcoming arrival patterns.
Additionally, since we collect data from non-hotel lodging outlets such as property management companies and vacation rental units, destinations receive a more complete overview of transient lodging activity. With this comes a better understanding of related impacts on tourism.
Our destination performance solutions fall into four major categories:
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"MTRiP fills a critical data gap for our resorts; and it has become one of the data points we most anticipate each month. Any major resort that is not participating fully in MTRiP must not understand what MTRiP provides or must not understand their business."
Chris Jarnot
Sr Vice President/Vail Resorts Inc.
Chief Operating Office/Vail Mtn
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The Foundation
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Our foundational product, Reservation Activity Outlook, is focused on tracking reservation activity (past and present) and sets the stage for measuring performance in any destination. These detailed reports gauge occupancy, average daily rate and RevPAR at the destination-level, showing data for the previous six months as well as the upcoming six months. For more detailed information, please click on the link to the right.
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RESERVATION ACTIVITY OUTLOOK
SAMPLE REPORT
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Daily Occupancy
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Designed to take the pulse of your destination, our Daily Occupancy Report (DOR) zeros in on occupancy at the daily level. Professionals throughout your destination will rely on the DOR to pinpoint peak periods of demand. Marketers can better refine and target campaigns, restaurants can create staff schedules and resort retailers can order inventory based on the peaks and valleys portrayed in the DOR.
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DAILY OCCUPANCY REPORT
SAMPLE REPORT |
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Extension Reports
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Specialized reports examine important aspects of your destination marketplace including a thorough investigation of your transient bed base and a collection of school break information from school districts and universities from around the country to help you identify and prepare for demand surges. These are just a couple of tools that are a must for any Destination Marketing Organization or ski company’s tool box.
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TRANSIENT INVENTORY STUDY
SCHOOL BREAK CALENDAR
EXECUTIVE SUMMARY
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Comparative Evaluation
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It’s the survival of the fittest in today’s tourism industry and knowing how you stack up to the competition is more important than ever. We pride ourselves on empowering destinations to compare themselves to other competitors. We work with 15 different mountain destinations in the western United States and can provide comparative evaluations to individual destinations, competitive sets or the whole “MTRiP universe”. |
MULTI DESTINATION COMPARATIVE
CLIENT LIST
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Property Comparative Reports
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Essential for any lodging property, MTRiP’s Property Comparative reports (a.k.a. “Prop Comp”) deliver a detailed picture of how your property compares…both to your own past performance and the competition. With this important information, property managers can effectively evaluate their performance, get a better gauge on their market positioning and plan for the future.
Lodging properties (traditional hotels, condos and property management companies) who already submit their data to MTRiP as part of a destination-wide Reservation Activity Outlook program are eligible to participate in our Prop Comp reports. Choose your “comp set” of 3-5 other properties from a list of MTRIP participating properties, either within your destination or another destination. Each month, we crunch the numbers and display your property-specific occupancy, ADR and RevPAR compared to the aggregate of your Comp Set, for both historic actual data and the upcoming six months based on reservations on-the-books. As always, all individual property data is kept strictly confidential.
Available reports include a comparison of your property’s performance (occupancy, ADR and RevPAR) to:
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Compare Your Property’s Performance to:
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Your Past Performance
Year-over-year comparisons of occupancy, rate and RevPAR in an easy to read and easy to digest format
Sample Report
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Your Destination’s Performance
Compare your property’s performance to the overall performance of all MTRiP properties within your destination
Sample Report
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A Comp Set – Aggregated
This report gives you an opportunity to choose properties similar to yours and compare your performance to theirs, either within your destination or other destinations.
Sample Report
Comp Set Properties
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A Comp Set – Individualized
Using the same data as the above report but formatted differently, this report shows you the individual performance of your competition. Although the individual property data will be anonymous, you will be able to see how you compare in occupancy and ADR.
Sample Report
Comp Set Properties
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A Comp Set – Daily Level
For properties who currently submit their daily occupancy data to MTRiP as part of their destination’s existing program, we can compare your occupancy performance to an aggregated comp set of properties of your choosing.
Sample Report
Comp Set Properties |
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Prices for the various Prop Comp reports start at $500 per year. Please contact Katie for more information
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Market Intelligence
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Subscription Information
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While we understand that numbers are important, they don’t always tell the whole story. To provide some “context for the content,” we bundle the latest news and information about the economy and mountain travel industry to keep you completely in the know. A powerful combination of industry lodging performance metrics, overall economic trends and relevant news, our market intelligence serves as the ideal complement to our data collection, allowing mountain travel businesses and their staff to keep up with a constantly changing industry.
MTRiP market intelligence includes the following components. For more detailed information, click here.
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These Market Intelligence items are available on a subscription basis. Most data submitting properties receive access through their destination wide program. Individual subscriptions are available for purchase.
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Travel News Talker
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Our Clients are fans…
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 Collected and updated almost daily, the Travel News Talker section of our website brings the most relevant economic, travel and mountain resort news articles together in one convenient location.
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“MTRiP’s daily Travel News Talker and monthly Econometrics are the best, quickest way to stay on top of the rapidly evolving market conditions. As the MTRiP sponsor for Aspen/Snowmass, we’ve included it in our resort package for all subscribers as an additional benefit of their participation. A better informed business community results in better results for all.”
Bill Tomcich
President
StayAspenSnowmass
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Econometrics |
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We monitor a variety of economic indicators impacting destination
tourism, ranging from national economic and travel information to local sales and lodging tax data. Econometrics are updated monthly by the 10th of each month.
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Mountain Market Briefing
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MTRIP in the News
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 Published monthly for MTRiP subscribers, the Mountain Market Briefing fuses numbers with narrative to explain the bigger picture behind industry-wide lodging performance and economic trends impacting destination mountain travel. The Briefing is published by the 15th of each month.
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MTRiP data and editorials have been published in various media outlets including the Wall Street Journal, The New York Times and The Denver Post. Check out our Media Center to see our most recent articles.
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Mountain Travel News
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