STR Market Overview 2021

HSMAI BC Presents: STR Market Update


Join us on Tuesday, May 11th at 1pm PST / 4pm EST, for a market overview presented by Chris Crenshaw, CRME, Laura Baxter and Emile Gourieux from STR, Inc. Learn valuable insights about the Canadian market overall as well as forecasts on Canada and Vancouver specifically.  This presentation also includes a brief overview of their new Forward STAR reports and the opportunity for Q&A with the STR team.

HSMAI Members: Complimentary
Non-Members: $10

Emile Gourieux
is the Hotel Sector Business Development Executive for STR in Canada, Mexico and the Caribbean. STR provides clients with premium, global data benchmarking and analytics.
Emile is responsible for growing STR’s network of hotel partners and strengthening their overall data set.  Along with increasing the volume of room-related data, Emile also champions efforts to expand benchmark reporting in categories such as Food & Beverage, Guest Segmentation, and Operating Statistics so hoteliers will have the information they need to thrive.  As Emile always says, “success is in the numbers!”
Prior to joining STR, Emile managed luxury hotels on California’s Central Coast for nearly 15 years.  Most recently he was Director of Business Development at JPMorgan Chase where he designed marketing campaigns for hotels and resorts around the world.  He resides in Nashville, TN with his wife and daughter.

Laura Baxter is the Director of Hospitality Analytics – Canada at CoStar Group. She is based in Toronto and responsible for analyzing market data to uncover trends and draw insightful conclusions about the Canadian hospitality landscape. With over 20 years of experience, Laura has deep knowledge of the hospitality industry and an enhanced understanding of stakeholder interests.  

Prior to joining CoStar Laura managed business development for Carpedia Hospitality, leading the company’s expansion into new sectors and markets.

She also held positions in professional services including Senior Consultant in hotel real estate at Christie & Co, Analyst at Vision Hospitality Asset Management (now Colliers) in addition to consulting, marketing and bench-marking roles at Deloitte, UK.  

Laura holds a Bachelor of Commerce degree from the School of Hospitality, Food and Tourism Management (HFTM) at the University of Guelph and is currently the Vice President of the HFTM Alumni Association. She also completed a certificate in Hotel Real Estate Investment and Asset Management from Cornell University.

Chris Crenshaw is Vice President of Digital Data Solution for STR. In his role, Mr. Crenshaw is responsible for new product development and strategic integration for STR.  He brings a wealth of knowledge to the table with over fifteen years of Revenue Management related hospitality experience.
Prior to joining STR, Mr. Crenshaw served as Vice President of Market Intelligence for Loews Hotels and held several senior Revenue Management positions with Marriott International. He received his bachelor’s degree in Hospitality Management from Florida International University and an associate degree from the Culinary Institute of America.  Mr. Crenshaw has received numerous awards and accolades from Loews and Marriott and most recently was named one of the industry’s Top 25 Extraordinary Minds in Hospitality Sales, Marketing and Revenue Optimization of 2018 by HSMAI.  He is a Certified Revenue Management Executive (CRME)..

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Your HSMAI British Columbia Board

Glenn Widmer, President &Treasurer - Sabre Hospitality Solutions
Brandi Lasanen, CHBA, Past President - Hyatt Regency Vancouver
Michael Lau, CHBA, CRME, Vice President, Partnerships - Accor Hotels
Nick Warriner, Vice President, At Large - Expedia
Anthony Woo, Vice President, Digital Strategy - TravelClick
Ann Merenda, Vice President, Logistics - River Rock Casino Resort
Sheri-Lynn Walker, CRME, Vice President, Education - Atlific Hotels & Resorts
Jill Forbes, Vice President, Communication - Pinnacle Hotels
Clint Banda, CRME, Board Member at Large - Coast Hotels



The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry's leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue.
Please visit to learn more about HSMAI and to become a member of the HSMAI British Columbia chapter, or for more information about the British Columbia Chapter.