The hospitality industry is in the midst of a shift—and independent property owners are feeling it.
In our Voice of Independent Hospitality 2025 report, nearly 200 owners and managers of boutique hotels, inns, B&Bs, and glamping properties shared how they’re navigating everything from pricing strategy to AI adoption. The big takeaway? Most operators are still relying on manual, reactive pricing—and many are cautiously exploring AI but unsure how to get started.
Here’s what we learned—and why now is the time to rethink your approach.
If you’re adjusting your rates based on the seasons, your competitors, or your gut—you’re not alone. In fact, 51% of the property owners we surveyed said they manage pricing manually, and half adjust based on what nearby properties are charging.
But here’s the problem: if everyone is pricing off each other, who’s actually setting the standard?
This kind of reactive pricing can limit revenue, especially in today’s fast-moving market. Owners told us they fear losing bookings if they raise rates too high—but at the same time, they’re spending hours each week manually updating prices and still unsure if they’re hitting the mark.
We’re seeing a clear shift in how independent hoteliers approach pricing. When they move from manual methods to dynamic pricing tools that reflect their property’s unique value, they gain something far more powerful than control: insight into what guests are truly willing to pay.
And the results speak for themselves. Operators using revenue management software report higher satisfaction and are seeing stronger revenue performance. It’s a shift from guessing what might work to knowing what does.
The good news? Independent hoteliers are ready for change. 79% of respondents said they feel positive about AI in hospitality, and over a third are actively seeking AI-powered solutions to improve operations and pricing.
Still, there’s hesitation—mainly around cost, integration, and whether it means giving up too much control. That’s why it’s so important to choose technology partners that understand the unique challenges of independent hospitality and offer solutions that enhance, rather than replace, the operator’s role.
When implemented thoughtfully, AI isn’t about automating away the human touch. It’s about making smarter, faster decisions—and giving you time back to focus on delivering unforgettable guest experiences.
Read what independent operators are doing with pricing, AI, and marketing—plus what’s holding them back. Your must-read playbook for staying competitive.
At TakeUp, we believe independent hospitality is one of the most exciting—and underserved—sectors in travel. That’s why we conducted this research: to give owners real insight into what’s working, what’s not, and where there’s opportunity to grow.
Whether you’re fine-tuning your pricing strategy, exploring AI, or just trying to reclaim some hours in your week, this report is packed with data and ideas to help.
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