STR a data benchmarking and analytics specialist, has renewed its preferred partnership with the Pacific Asia Travel Association (PATA), a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism in the Asia Pacific region.

“I’m very excited to continue this partnership between STR and PATA,” said Bernard Kee, STR’s regional manager for Southeast Asia. “This collaboration outlines strategic cooperation that reinforces the values of the Asia Pacific’s visitor economy and promotes the importance of data and analytics in the hotel industry. Together, we will set professional standards for the rest of the region to follow.”

With the partnership, PATA will benefit from STR’s reporting sample and marketplace insights, covering more than 8,700 hotels in the Asia Pacific region. In turn, STR will receive opportunities to drive further awareness of its range of products and services for hotels across the region.

“As more hotel operators continue to understand the benefits of using data and analytics to improve their strategies, the higher level of professionalism we will see across the region,” Kee said. “Through working with PATA, STR will receive many opportunities to educate businesses on the value of our data and how it can help them strategize and compete within their markets.”