WESTFIELD CENTER OH — April, 2025 —TakeUpThe Voice of Independent Hospitality 2025, the first annual report from, an AI-powered revenue optimization tool built for independent hotels across the nation, is based on the results of a survey of over 200 owners and managers of independent bed and breakfasts and boutique hotels.
Bobby Marhamat is CEO of TakeUp. He said, “Independent hospitality businesses are an important part of the tourism industry, but their unique challenges are often ignored in research.” This report aims at amplifying the voices of independent hospitality properties and providing insights into how these owners are navigating an ever-complex marketplace.
Key Findings of the Research
- Revenue Management: Majority of independent properties (51% still use manual adjustments to seasonal prices, and 50% base their pricing decisions on the rates set by competitors.
- Technology Adoption: Despite stereotypes that technology is not welcome in the hospitality sector, 79% respondents had positive attitudes about AI and automation. 34% of respondents were actively looking for AI-based solutions.
- Distribution Challenges: Booking.com, Airbnb and Expedia are all third-party platforms. High commission fees (49%) and inconsistent customer service (42%) were the most common complaints.
- Marketing Channels Social media dominates (64%) marketing strategies. This is followed by email marketing (44%), word-of mouth marketing (50%) as well as Google Ads (16%).
- Time Allocation Most property owners dedicate a lot of time to managing pricing and revenues. In fact, 76% devote between 1-6 hours per week.
- Guest Experience: Property management is rated as most enjoyable when it involves personal interaction with guests (54%) or creating special events for them (53%)
The research found contrasting dynamics within the industry. While 81% expressed optimism for the future, respondents continue to struggle with balancing operations demands and their passions for hospitality.
Marhamat notes that “what we are seeing is a segment at a pivotal time.” “These independent owners of property are extremely resilient and forward thinking. They are open to new ideas that will help them to succeed but won’t sacrifice the special touch that makes their property so special.
Looking ahead, the report found that marketing/advertising (44%), property upgrades (42%), and guest experience improvements (40%) top the investment priorities for 2025, with technology/automation investments (37%) following closely behind.
You can download the complete “Voice of Independent Hospitality in 2025” report at https://share.hsforms.com/2KApR6eDhTkCueDOcuyXWCgcxpho
