Due to necessity, independent hospitality operators are masters of marketing. With limited staff, budgets, and time, they juggle social media, email campaigns, OTA listings, reviews and advertising — often all at once. TakeUp’s The Voice of Independent Hospitality Report 202564% of property owner’s cite social media marketing as their main marketing channel. Another 50% of them rely on word-of-mouth and 44% use email marketing.
Here’s the tension. While property owners spend significant energy attracting visitors, They’re often flying blind. Marketing becomes a blind shot without a clear understanding of what guests want, what they are willing to pay and how the market performs.
This is where an intelligent Revenue Management System (RMS), can make a huge difference.
The New Marketing Advantage: Demand Data in Actual Time
RMS platforms have traditionally been viewed as tools for setting rates. Today’s top-of-the-line RMS platforms do so much more. They offer visibility into both. You can find out more about your property by clicking here. search demYou can also find out more about the following: and Search behavior in the market as a whole.
Pricing is not the only issue. Smarter and more strategic marketing is the key.
Imagine knowing when demand is starting to build in your area — before the bookings even show up on your calendar. Real-time insights allow you to launch campaigns based on actual guest intentions, rather than outdated assumptions.
Promote your best-value packages when travelers are actively looking. Instead of spending your marketing budgets on channels and timeframes where interest is already growing, you can direct them to those that are already experiencing an increase in interest. And most importantly, you can focus your messaging on the experiences that are truly resonating — the ones guests are actively drawn to — making your marketing not just more strategic, but more effective.
This means better ROI, less guesswork, and more targeted marketing.
Fewer channels, smarter moves
Many respondents are struggling with third party platforms. These include high commissions (49%), weak support (42%), or the loss of direct guest relations (40%). Their most enjoyable part of their jobs? Personal interaction with guests.
RMSs can reduce reliance on third party channels by helping owners forecast and price direct inventory with confidence. When your rates are aligned with what guests are willing to pay — and you know when and how to reach them — you can afford to focus on the channels you control, like your website or email list.
Market the Experience, not Just the Room
Our research shows that independent operators deeply value guest experience — 54% said they most enjoy personal interactions, while others cited managing special events, offering local recommendations, or upgrading property amenities.
It’s easy to miss the most important factors if you don’t have a clear understanding of what drives bookings.
If you emphasize pet-friendly amenities or family-focused services, you may find that demand increases. Bookings could increase significantly if seasonal promotions are tied to local events or festivals. You might even discover that certain room types are more popular at certain times of the calendar year.
These insights will help you to stop marketing generically, and instead start marketing. . You showcase the experiences that resonate — and know they’ll convert. AI-driven insights, from RMS and others, can help you to convert more customers. TakeUp, you can even test how different price points affect demand in real time — giving you the agility to market smarter.
Reaction to Strategy: Shifting the Focus
Marketing shouldn’t just be about filling beds — it should be about reinforcing the unique story and value of your property. Without insight, marketing is reactive. No wonder 38% say that revenue management takes too much time, and 36% are unsure about the optimal pricing.
The truth is that marketing pain and price pain are both sides of the coin. And the solution isn’t more effort — it’s better tools.
When you have a Revenue Management System that shows you the full picture — demand patterns, guest willingness to pay, competitor behavior, and revenue performance — you don’t just Price better. You market better. You Operate better. You Grow better.
Seeing the whole picture is key to marketing smarter
Independent property owners are investing heavily in marketing this year — it’s the top priority for 2025 according to The Voice of Independent Hospitality Report. Without the right tools, this investment can be a guesswork.
Smarter revenue management systems don’t only help you set higher prices. It helps you discover the real demand for your property and makes more strategic marketing decisions. This clarity drives bookings, strengthens your direct channels and creates an unforgettable guest experience.
You can find more information like this here. Download the complete PDF Voice of Independent Hospitality Report 2025 to see how others are navigating the same challenges — and what you can do next to grow with confidence.
Kelly Campbell
Marketing Director
TakeUp
