Source Strategies

What Source Strategies does

Source Strategies is a privately held San Antonio-based data and analytics consultancy founded in 1987 by Bruce Walker that operates as the dominant provider of Texas-specific hotel market intelligence. The company maintains a proprietary database covering 98% of all Texas hotels (5,000+ properties), built primarily on Texas State Comptroller revenue records augmented by independent research, and offers 35+ years of historical performance data covering occupancy, ADR, RevPAR, room revenue, and property-level statistics.

Its product portfolio spans self-service digital access (the Texas Hotel Performance Navigator, launched in 2024), periodic published reports (the annual Texas Hotel Performance Factbook, the Texas Hotel Markets Report, and the quarterly Hotel Brand Report), and professional services (custom feasibility studies, custom market stats reports, appraiser packages, and litigation support/expert testimony). The firm authors more than 100 financial feasibility studies per year, claiming 94-99% accuracy rates verified against actual hotel performance.

Revenue is generated through a hybrid model combining low-friction transactional report sales ($150-$1,195), customized market analysis ($250-$850), bespoke feasibility studies at custom pricing, subscription-based Navigator access, and government consulting engagements. Customers are segmented across hotel developers, banks and lenders, hotel appraisers, hotel operators and brands (including Marriott, JW Marriott, Presidian, and Orion Hotels), legal professionals, and Texas state agencies (Office of the Governor, Texas Economic Development & Tourism, Texas Attorney General). The company is endorsed by the Texas Hotel & Lodging Association and is bootstrapped with no disclosed external funding.

Name

Source Strategies

Legal name

Source Strategies

Website

https://sourcestrategies.org

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Source Strategies is a San Antonio-based data and analytics firm founded in 1987 that provides comprehensive Texas hotel market intelligence — covering 98% of state properties — to developers, banks, appraisers, brands, and state agencies through reports, a digital platform, and feasibility studies.

Ownership category

akta.pro rank

Product category

Hospitality Market Intelligence

NAICS

Software Publishers (5132)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Business Intelligence, Reporting & Data Platforms (THALACAL)

akta.pro secondary industry

Hotel Pricing & Rate Shopping Intelligence (THALAIAB)

Keywords

• Hotel data analytics
• Hotel feasibility studies
• Lodging market intelligence
• Hotel market reports
• Hospitality data subscriptions

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Data Products (Subscription/One-time): Sale of published reports including the Texas Hotel Performance Factbook, Texas Hotel Markets Report, and Hotel Brand Reports. These are available as one-time purchases or potentially subscriptions for ongoing access.
2. Custom Market Stats Report: Custom market analysis reports sold at $250-$850 price points, providing tailored competitive set analysis and market understanding for specific clients.
3. Hotel Feasibility Studies: Custom feasibility studies for hotel development projects, providing financial projections and ROI analysis for banks, developers, and investors. The company authors over 100 feasibility studies annually.
4. Appraiser Packages: Specialized data packages for hotel appraisers providing individual hotel statistics and market data for valuation purposes.
5. Litigation Support: Expert testimony and data analysis services for legal proceedings related to hotel/motel projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Source Strategies provides Texas hotel market data, analytics, and feasibility studies to the Texas lodging industry. The company maintains a proprietary database covering 98% of all Texas hotels built on Texas State Comptroller revenue records, and delivers intelligence through the Texas Hotel Performance Navigator digital platform, annual Factbook, quarterly Hotel Brand Reports, geographic Markets Reports, and custom feasibility studies with documented 94-99% accuracy.

Product overview

Source Strategies operates as a data and analytics consultancy offering a portfolio of products centered on Texas hotel market intelligence. The core offerings include the Texas Hotel Performance Navigator (digital platform with search, filter, and export capabilities), the annual Texas Hotel Performance Factbook, the quarterly Hotel Brand Report covering 5,000+ properties, and the Texas Hotel Markets Report with geographic breakdowns. These are supplemented by analytical services including Hotel Feasibility Studies, Custom Market Stats Reports, Appraiser Packages, Hotel Litigation Support, and Custom Data Analysis. The company maintains a database covering 98% of all Texas hotels, with over 35 years of industry experience.

Differentiator

Problem solved

Functional benefit

Brands

• Texas Hotel Performance Navigator: Digital platform providing instant online access to Texas hotel performance data with search, filter, custom comps, and data export capabilities.
• Texas Hotel Performance Factbook
• Texas Hotel Markets Report
• Hotel Brand Report
• Custom Market Stats Report

Products and services

• Texas Hotel Performance Navigator A digital platform providing instant online access to Texas hotel performance data with search & filter functionality, custom competitive set analysis, and data export capabilities for hotel operators, developers, and lenders.
• Texas Hotel Performance Factbook Annual comprehensive report providing year-end Texas hotel performance data including occupancy, ADR, and RevPAR metrics for all hotels statewide, priced at $300-$1,195 depending on edition and format.
• Texas Hotel Markets Report Geographic breakdowns of hotel performance statewide, organized by city, county, and market with complete data analysis, priced at $650 per report.
• Hotel Brand Report Quarterly performance data report covering over 5,000 lodging properties in Texas, helping decision-makers analyze hotel brand performance, priced at $150 per issue.
• Custom Market Stats Report Customized competitive set analysis providing detailed market statistics for specific properties or geographic areas, priced at $250-$850 depending on scope and customization.
• Hotel Feasibility Studies Data-driven financial feasibility studies for hotel projects, providing long-term cash flow projections with 94-99% accuracy rates based on millions of consumer purchases and 10-year market histories, with custom pricing based on project scope.
• Appraiser Packages Tailored data packages for hotel appraisers providing individual hotel statistics and market data for property valuation assessments.
• Hotel Litigation Support Expert witness testimony and data analysis services for legal proceedings involving hotel properties, providing authoritative market analysis and expert testimony.
• TrueShare Market Reports Market share reports providing competitive intelligence on hotel performance relative to market benchmarks for Texas hotels.

Quantifiable outcome

• 94-99% accuracy rate in feasibility studies
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Texas Hotel & Lodging AssociationcoreStrategic or Co-development PartnerOfficial endorsement relationship. THLA officially endorses Source Strategies as a trusted provider of Texas hotel data and analytics for the industry.
• Office of the GovernorcoreStrategic or Co-development PartnerSource Strategies prepares Texas Hotel/Motel Quarterly Reports for the Office of the Governor, providing state-level hospitality industry data.
• Texas Economic Development & TourismcoreStrategic or Co-development PartnerCustom reports prepared for Texas Economic Development & Tourism to support state tourism initiatives and economic analysis.
• Texas Attorney GeneralcoreStrategic or Co-development PartnerProvides Texas Hotel/Motel Quarterly Reports for use by the Texas Attorney General's office in regulatory and legal matters.
• Texas State ComptrollercoreTechnology or IntegrationPrimary data source for Source Strategies' database. Reports are prepared based on Texas State Comptroller revenue records combined with independent research.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• STR (CoStar): Global hotel benchmarking and data intelligence leader offering STAR reports, market share, and feasibility-grade performance data. Most direct comparator to Source Strategies' Navigator and Brand Report offerings, but at national/international scale.
• HVS: Hotel Valuation Services conducts feasibility studies, appraisals, and consulting worldwide. Closely comparable to Source Strategies' feasibility study and appraiser package services, though operating across many geographies rather than Texas-only.
• HotStats: Hospitality performance benchmarking platform providing monthly P&L benchmarking, labor costs, and GOP data. Comparable in the BI/analytics layer and serves many of the same operator and lender customer segments.
• Lodging Econometrics: Tracks hotel development pipeline, brand performance, and construction activity across the US. Comparable to Source Strategies' Brand Report and development feasibility work, but at national scale with brand/pipeline focus.
• Pinnacle Advisory Group: Boutique hospitality consulting firm providing feasibility studies, market analysis, and asset management. Comparable service profile to Source Strategies' feasibility and consulting business at smaller scale.

Broad incumbents

• CoStar Group: Diversified commercial real estate data giant that owns STR and competes across hospitality intelligence, feasibility, and brokerage analytics. A much broader incumbent than Source Strategies but exerts pricing pressure on data subscriptions.
• CBRE Hotels: Global real estate services firm with a dedicated hotels practice providing valuation, feasibility, and consulting. Competes with Source Strategies for feasibility and appraisal work, especially for larger institutional clients.
• Newmark Valuation & Advisory: Commercial real estate valuation and advisory firm with hospitality capabilities. Competes in the appraiser package and feasibility segments served by Source Strategies.

Emerging players

• Kalibri Labs: Hotel benchmarking and booking-channel performance analytics for the US lodging industry. Overlaps with Source Strategies' data products but focuses more on channel/booking economics than property-level feasibility.

Others

• American Hotel & Lodging Association (AHLA): National industry trade body that publishes industry research, state-of-the-industry reports, and benchmarks. Functions as an industry/association peer to Source Strategies' role as Texas Hotel & Lodging Association's data partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sourcestrat
• Facebookfacebook.com/SourceStrategies
• LinkedInlinkedin.com/company/source-strategies

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Source Strategies