Events Per Read
The Events Per Read tab allows you to see how different brand groups compare with one another in a normalized manner. The data in this tab is calculated by taking the total number of distinct events that have occurred at each property and dividing them by the number of times Knowland has successfully collected data at that property over the given time period.
Filter the Events Per Read tab by event year and month, hotel brand group (the 5 defaults are shown in the screenshot above), hotel chain scale, hotel brand, hotel market, and hotel region.
The data provided can be viewed as an aggregate of the full time period selected (as seen above) or as a year-by-year view (as seen below). To view the data by year, change the “View by Year” selection to “True.”
This tab can also be viewed by group industry segment. To see how selected hotels are performing based on the average number of corporate events they hold when Knowland collects data, change the “Select a View” dropdown to “Corp Events Per Read.” The views available for selection are Events Per Read, Corp Events Per Read, Govt Events Per Read, SMERF Events Per Read, Assoc Events Per Read, and Social Events Per Read (events without an industry group segment associated, such as a wedding or Bar Mitzvah).
Click any bar or region header on the top graph to filter the bottom 2 graphs further. Clicking on that item again will remove the filter from the bottom 2 graphs.
Top 50 Hotels (Chart and Map)
Based on your selected view and filters, the 2 bottom visualizations will display up to the top 50 hotels within the selected criteria, based on their Events Per Read number. The bar chart on the left is a scrollable list of the hotels, sorted by their individual Event Per Read count. The map on the right displays the locations of those hotels; and the area of their circle represents their Event Per Read count relative to the rest of the top 50 hotels. Hovering over a hotel on either the map or bar chart will highlight that hotel on the other visualization.
Events Per Read Explained
The Events Per Read metric is a sampling of total events based on Knowland’s collection data. Knowland has not historically collected every event at every hotel on every day. Instead, certain hotels are read on scheduled days of the week for varying periods of time.
Events Per Read is also a way to normalize hotel data. By counting each attempted read of a hotel as equal to all others, the fact that some groups of hotels are much larger than others (or were read more frequently) becomes irrelevant. What is measured is how many events on average occur when Knowland shows up to each hotel to collect data.
Knowland strives to continually collect the most valuable information for the hospitality industry as a whole, and continuously monitors and updates methodology to fairly represent markets, brands, and sizes of hotels.
The simplest way to interpret the Events Per Read metric is that anything under 1.0 means that, on average, within the selected data set, this hotel (or hotel group) is less than 100% likely to have an event when read. Conversely, an Event Per Read metric of 2.0 would mean that on average there are 2 distinct events read at the hotel every time it’s read. This metric accounts for the fact that sometimes Knowland reads a hotel and no events are posted.