Smith Travel Research, The Bench Meld To Boost Hotel Benchmarking

Lodging industry data provider Smith Travel Research has merged with London-based hotel data benchmarking provider The Bench in order to provide a benchmarking solution that will cover all global destinations.

The merger will allow the companies to combine Smith Travel Research's collection of research, generally recognized as the leader as far as U.S. hotel benchmarking, with the Web interface of The Bench, according to Jonathan Worsley, chairman and co-owner of The Bench. The Bench will adopt Smith Travel Research's data-processing procedures throughout its global reports. Together, the companies will be able to build participation in new cities and bolster existing markets, according to the companies.

Global performance metrics will be available on a daily, weekly and monthly basis and will provide what Smith Travel Research owner Randy Smith called a "one-stop shop for global hotel data."

"From Beijing to Berlin, our online daily benchmarking solution has received exceptional reviews from hotel operators," The Bench's Worsley said in a prepared statement. "There is a real need within the industry to provide a global solution to hotel benchmarking data, and we are delighted to now offer such a product by combining forces with Smith Travel Research."

Under the terms of the merger, announced in late September, Smith Travel Research will purchase a minority stake in The Bench, and The Bench will change its name to reflect its association with Smith Travel Research. Both services will keep their clients and separate sales offices, although Smith Travel Research will lend sales support to The Bench.