Sponsored Research
2026 Independent Hotel Study
2026 The AI Opportunity Study
2025 AI & Automation Study
2024 Direct Booking Study
2023 Digital Hotel Operations Study
2022 Hospitality Distribution Study
2021 Automated Personalization Study
2020 Global IBE & Metasearch Study
2019 Global CRM Study
2018 Global PMS Study
2017 Global CRS Study
Custom Research
Phocuswright Partnership
DEEP INDUSTRY INSIGHTS, DRIVING SOUND DECISIONS
Important decisions require a solid information base and a reliable outlook into the future. h2c’s research services support hotel chains and travel technology providers with the strategic intelligence they need to stay competitive in a rapidly evolving market.
Our research is built around two complementary approaches:
Sponsored Research
Sponsored studies bring together multiple industry partners to explore major developments shaping hospitality technology and digital commerce. Based on primary research with hotel companies and industry stakeholders, our global studies provide independent market intelligence and authentic hotelier perspectives on strategically relevant topics.
The resulting reports contribute to industry-wide knowledge and provide sponsors with deeper insights into changing priorities, challenges and opportunities. Recent research areas include:
- AI & Automation
- Direct Booking Strategies
- Digital Hotel Operations
- Distribution & Technology
- Independent Hotels & Digital Strategy
View our Sponsored Research archive
Custom Research
Custom research helps hospitality technology companies and other industry stakeholders answer specific strategic questions with independent market intelligence. Each project is designed around the client’s individual objectives and remains confidential.
Depending on the business question, our research can combine market analysis, competitive intelligence, hotelier research, surveys, interviews and technology benchmarking. Typical projects include:
- Competitive benchmarking of hospitality technology solutions
- Hotelier and customer research
- Market and technology landscape analysis
- Product positioning and market perception
- Technology trends and emerging requirements
- Strategic market assessments
Learn more about our Custom Research Services
TURN MARKET INTELLIGENCE INTO BETTER DECISIONS
h2c research helps hospitality companies and technology providers look beyond assumptions and base strategic decisions on independent market intelligence and direct industry feedback.
- Understand Market Developments – Identify changing hotelier priorities, technology trends and emerging market requirements.
- Benchmark Your Position – Understand how your company, product or technology compares with relevant competitors and market expectations.
- Hear the Voice of the Hotelier – Gain direct insight into hotelier requirements, perceptions, challenges and investment priorities.
- Identify Opportunities – Discover gaps, changing needs and potential areas for product, positioning or market development.
- Support Thought Leadership – Use independent research to contribute credible insights and new perspectives to industry discussions.
SPONSORED RESERACH ARCHIVE
2026 Independent Hotels: The Digital Playbook
In 2026, our study explores how independent hotels across Europe use technology, AI, digital visibility and direct distribution to strengthen their performance.
2026 The AI Opportunity Study
In 2026, we are taking a deeper look at how today’s AI delivers better stays, stronger teams, and smarter operations.
2025 AI & Automation Study
Our 2025 global study examined how hotel chains are adopting AI and automation, where they see the greatest opportunities and which challenges are slowing progress.
2024 Hotel Direct Booking Acceleration Study
Our 2024 study looks at direct booking strategies and tactics, as well as emerging trends.
2023 Digital Hotel Operations Advancing the Customer Experience
The focus of our 2023 study is the digitalization of hotel operations and the required smart systems for the best customer experience.
2022 Hospitality Distribution Study
Future distribution management and required tech stack systems are analyzed in our 2022 study.
2021 Automated Personalization Study
What is the status of Automated Personalization in the hospitality industry? This question was the main impetus for our 2021 study.
2020 IBE & Metasearch Study
What are the decision driving factors of hotels acquiring a new Internet Booking Engine? One of the many questions answered in our Global Study.
2019 CRM Study
CRM is more than e-mail communication. Find out more of our key findings in our publicly available report.
2018 PMS Study
In 2018 we analyzed the state of the PMS Market. Do market dynamics call for a PMS strategy change?
2017 CRS Study
In our first study we looked at the CRS Market, required CRS functionalities, integration capabilities, challenges and benefits of employing a CRS solution.
FREQUENTLY ASKED QUESTIONS
What hospitality technology research does h2c provide?
h2c conducts independent research on hospitality technology, AI and automation, digital distribution, direct booking, digital operations and changing hotelier priorities. Our research includes global multi-sponsor studies as well as customized research projects.
Does h2c provide custom research for hospitality technology companies?
Yes. h2c develops custom research projects for hospitality technology providers and other industry stakeholders. Projects can include market research, competitive analysis, customer and hotelier research, technology landscapes and strategic market assessments.
Can h2c benchmark hospitality technology solutions against competitors?
Yes. h2c conducts competitive benchmarking vs. a competitive set to help hospitality technology companies understand how their solutions compare with relevant competitors in areas such as functionality, positioning, market requirements and other defined evaluation criteria.
Can h2c help technology companies understand hotelier requirements and market perception?
Yes. Through primary research, interviews, surveys and market analysis, h2c helps technology providers understand hotelier priorities, requirements, perceptions and changing technology needs.
Does h2c conduct sponsored hospitality research?
Yes. h2c conducts multi-sponsor industry studies on major developments affecting hospitality technology and digital commerce. Sponsors receive access to in-depth market intelligence and can participate in research initiatives addressing strategically relevant industry topics.
