Hoteliers Believe That Faster, Fully Integrated Systems Could Unlock More Annual Revenue

New research from SiteMinder, a leading hotel guest acquisition and revenue platform, highlights significant growth potential in the hotel industry, which is expected to reach £25 billion in value by 2025.

The August survey, which drew responses from 700 hoteliers across diverse roles and property sizes in key destination markets, including the US, UK, France, Spain, Mexico, Australia and Indonesia, examined hotel revenue management practices, technology adoption and the barriers facing the industry today. Of those surveyed in the UK, 48% expected a 6–10% uplift, while 23% anticipated gains between 11-15%.

56% of hoteliers in the US believe faster, fully integrated systems could unlock at least 6% more annual revenue – representing a major opportunity in an American accommodation industry expected to be worth over US$250 billion in 2025. When asked about the impact of being able to act instantly on market shifts – such as competitor rate changes, new flight routes or demand-driving events – the largest share (30%) of US hoteliers expected a 6–10% uplift, while further 26% foresaw gains of 11-15%.

Key findings from the research:

• Speed to Market Is Crucial: 93% of hoteliers agreed that speed has become increasingly important in the past year. 58% consider it ‘business critical’, and 45% reported missing revenue opportunities weekly because they cannot act fast enough.
• Manual Processes Still Common: Despite technological advancements, 36% of hoteliers update their pricing monthly or less, and 79% spend over 11 hours each week on tasks that could be automated.
• AI Adoption on the Rise: 49% of hoteliers are actively seeking AI solutions, while 43% are open to exploring AI-driven recommendations.

The timing of the research aligns with SiteMinder’s Sync event in Sydney, where the company unveiled new partnerships with leading Property Management Systems (PMSs), including Cloudbeds, Mews, Oracle, and RMS. These partnerships mark the launch of SiteMinder UltraSync, the company’s next-generation connectivity capabilities. UltraSync enables real-time updates to pricing, restrictions, and reservations, improving the speed and accuracy of revenue strategies.

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Leah Rankin, Chief Product Officer at SiteMinder, commented on the research findings: “Our research reinforces the vision we’ve been advancing within the industry for many years: the future of hotel revenue optimization lies in seamless connectivity that eliminates manual processes and transforms insights into immediate action.”

UltraSync allows properties to integrate their systems more efficiently, automating pricing decisions and returning reservation data to support smarter strategies. This will significantly reduce the time spent on manual updates, allowing hoteliers to act faster and optimize their revenue strategy in real time.

Furthermore, SiteMinder iQ, an AI engine built to transform vast data into actionable insights, was also unveiled. Processing 130 million bookings and 260 million room nights annually, SiteMinder iQ uses this data to power smarter decisions across the platform, enhancing hotel revenue management.

Rankin added, “The overwhelming readiness for AI solutions tells us the industry has reached a tipping point. This combination of demand for change and technological capability creates an unprecedented opportunity: a future where insights flow directly into action, enabling hotels to better find, convert, and optimize their ideal guests at the right price.”

Both UltraSync and SiteMinder iQ are central to the future of SiteMinder’s Smart Platform, driving seamless connectivity and advanced intelligence to help hoteliers unlock their full revenue potential.

As the UK hotel industry continues to recover and grow, the research emphasizes the importance of embracing advanced technology and integration to stay competitive in an increasingly fast-paced market.

The article Hoteliers believe that faster, fully integrated systems could unlock more annual revenue first appeared in TravelDailyNews International.