Key Insights from TakeUp’s New Report Identify Independent Hospitality Challenges and Opportunities in 2025
TakeUp, an AI-powered revenue optimization platform, recently published its first annual “The Voice of Independent Hospitality 2025” report. This report offers key insights into the state of independent hotels in the United States. The findings come from a survey of nearly 200 owners and managers of various properties, including bed and breakfasts, glamping sites, boutique hotels, and independent inns.
Bobby Marhamat, CEO of TakeUp, emphasizes the importance of this research. He states that independent properties are crucial to the tourism sector. Yet industry research often overlooks their specific issues. This report aims to give these owners a voice and understand how they navigate the market.
Key Findings for Independent Hoteliers
The report reveals several important trends and challenges:
Revenue Management: Many independent properties (51 per cent) still use basic, manual seasonal price adjustments. A significant number (50 per cent) also base their pricing on what competitors charge. Meanwhile, 76% spend 1–6 hours per week on revenue and pricing. The report shows that dynamic pricing and tools that adjust prices based on real-time demand aren’t yet widespread, even though they could help reduce time spent on manual tasks and improve revenue.
Technology Adoption: Contrary to the idea that small operators resist technology, there’s a positive shift in attitude toward new technological opportunities. 79 per cent of respondents have a positive view of AI and automation in hospitality, and 34 per cent are actively seeking AI solutions. This finding suggests a growing acceptance of technology to improve operations. This includes property management systems (PMS) with integrated automation features that streamline tasks, increase control, and free up time.
Distribution Challenges: There are significant concerns with high commission fees from third-party booking platforms like Booking.com, Airbnb, and Expedia. 49 per cent of respondents cited this as a pain point. Inconsistent customer service from these platforms also poses a challenge (42 per cent). Third-party bookings remain essential, but frustrations are high. Owners are looking for ways to improve direct bookings and reduce platform dependency.
Marketing Channels: Social media is the dominant marketing channel, with 64 per cent of properties using it. Word-of-mouth (50 per cent) and email marketing (44 per cent) are also important. However, only 16 per cent of them use Google Ads. Diversify your marketing efforts to reach a wider audience. Many independent properties are stretching their marketing dollars with marketing tactics leaning heavily on direct, low-cost channels. Many rely on their own networks and storytelling to reach guests.
Guest Experience: Personal interactions (54 per cent) and special events (53 per cent) are the most enjoyable parts of property management. But it’s a balancing act. Operational demands take time, and many are looking for more innovative ways to manage their business.
Balancing Optimism and Challenges
The report also uncovers a contrast. While 81 per cent of respondents are optimistic about the future, they face challenges in balancing operations with their passion for hospitality.
Marhamat from TakeUp notes that the sector is at a turning point. He sees independent property owners as resilient and forward-thinking. They are open to new approaches but want to keep the personal touch that makes their properties unique.
Investment Priorities for 2025
Looking ahead, independent hoteliers want growth but not at the cost of the personal service that sets them apart. Going forward, they plan to invest in:
- Marketing and advertising (44 per cent)
- Property upgrades (42 per cent)
- Guest experience improvements (40 per cent)
- Technology and automation (37 per cent)
What This Means for You
If you run an independent property, this report reflects your reality—and your opportunities.
- Are you still doing manual pricing? It might be time to test automated tools.
- Relying on OTAs? Consider how you can shift bookings back to your own site.
- Thinking about AI? You’re not alone—and it doesn’t need to be complicated.
Download the full report from TakeUp here:
“The Voice of Independent Hospitality 2025”
About TakeUp
TakeUp provides an AI-powered revenue optimization platform for independent hotels. The platform uses machine learning to deliver dynamic pricing that adapts to market conditions. It integrates with property management systems to help hotels maximize revenue and simplify operations. You can find more information here.
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