If you’re an independent hotelier, you’ve likely played the game: tweak your rates based on the season, check out what your competitors are charging, analyze pacing, maybe throw in some gut instinct—and cross your fingers that bookings roll in.
You are not the only one.
TakeUp is proud to announce its inaugural Voice of Independent Hospitality report, nearly 200 owners and managers of inns, B&Bs, boutique hotels, and glamping properties opened up about how they’re managing rates, marketing their properties, and navigating a rapidly changing hospitality landscape. Many are proud of their personalized service, and they should be. But they also share what keeps them awake.
What are the top two themes? Pricing strategy The following are some examples of how to get started: AI adoption. And if you’re not thinking about both right now, you might be missing out on major revenue—and time-savings.
The Price Dilemma – Is Manual Still the Way to Go?
More than half of property owners surveyed are still relying on manual pricing—adjusting rates based on the calendar, not demand signals. Another 50% of property owners are adjusting their rates based on what they see from their competitors. The catch is: If everyone follows each other, then who is leading the pack?
This approach is not effective on today’s market. Owners tell us that they’re stuck between wanting to charge the value of their property and being afraid they will scare away guests. The fear of losing customers is the biggest challenge that owners face when it’s time to set prices. That fear—combined with the hours spent each week reviewing rates—adds up to stress and missed opportunities.
There’s some good news. Those who use revenue management software report being significantly happier with their pricing processes. In fact, 94 percent of those who use software are happy with the way they manage rates. This is a stark contrast to those who rely on spreadsheets or instinct.
TakeUp is seeing a significant shift in the pricing approach of independent hoteliers. By switching from manual to dynamic pricing, which reflects the unique value of their hotel, they can better understand what guests will pay. And the impact is clear: operators using revenue management software not only feel more confident—they’re also seeing stronger revenue results.
The AI Curve: From cautious curiosity to confident action
You may be surprised: 79% feel positive about AI for hospitality. Many have already begun exploring AI in hospitality. Some are curious, but also cautious.
And sure, there are questions—about cost, control, integration. These are not signs of opposition. They are signs of thoughtfulness. Independent hoteliers have a deep concern for their guests and business. They won’t adopt technology because it is trendy. They are looking for tools that will make their life easier and not more complex.
This is exactly what AI technology in the hospitality industry has started to offer. At TakeUp, we believe AI isn’t here to replace human judgment—it’s here to enhance it. It can test prices 24/7, adapting to demand, and surfacing insights that take hours manually to uncover. It allows you to spend more time on what matters most: creating memorable guest experiences.
What’s next: from Reactive to proactive
Owners said they would invest in marketing and technology as well as property improvements. Here’s how to unlock it: smart AI powered pricing makes these investments more effective.
When you know the true value of your rooms—not just what others are charging—you can confidently market what makes your property special. No longer are you in a race for the bottom. You are showcasing yourself on your own terms.
You can also find out more about the following: Voice of Independent Hospitality report is packed with actionable insights like these—plus trends on marketing strategies, booking channels, and what’s driving loyalty among today’s travelers.
If you are ready to stop guessing and start growing, then this report will be your guide.
Download the full report Discover how your peers have embraced technology, taken back their time, and priced smarter.
Kelly Campbell
Marketing Director
TakeUp
