Unique Challenges And Opportunities For Independent Hotels
It’s an exciting time for independent hotels. While they face more competitive pressure than they ever have, independents now have a wealth of technology solutions and analytics at their fingertips, if they’re willing to invest strategically. Independents are also in a unique position versus larger brands to deliver outstanding service levels as they continue to build up their guest databases.
OTAs dominate online sales
When you look at the market by room supply, according to Phocuswright, independent hotels make up about 1/3 of total room capacity in the U.S. and about 2/3 of room supply in Europe. There are many regional nuances, but an important trend across all markets is that OTAs continue to dominate online sales. In 2015, OTAs represented 71% and 52% of online sales in Europe and the U.S., respectively.