Independent Hotels: The Digital Playbook.

A European Benchmark on AI, Digital Visibility, Technology and Direct Distribution

We’re excited to officially launch our new global study, “Independent Hotels: The Digital Playbook.”

Independent hotels are navigating an increasingly complex digital landscape. New technologies, AI-powered discovery, evolving guest expectations and a growing number of digital touchpoints are changing how hotels operate, market themselves and compete for direct business.

Independent Hotels: The Digital Playbook will provide a European benchmark on how independent hotels are approaching technology today — and where the biggest opportunities lie.

The study will explore the technologies shaping the independent hotel sector, from AI and automation to digital visibility, direct distribution, guest experience and future technology investments. Combining quantitative research with in-depth executive interviews, it will identify current practices, key challenges and the strategies independent hotels can use to strengthen their digital performance.

We are currently inviting sponsors to help shape this forward-looking initiative. As a sponsor, you can contribute to the study’s focus areas while gaining exclusive insights into the priorities, challenges and technology needs of independent hotels across Europe.

SAMPLE FOCUS AREAS

These preliminary areas will be further defined based on feedback from our sponsors.

• Hotel Technology & Tech Stack: Which technologies are shaping the future of independent hotels? The study will examine the adoption, integration and business value of core hotel systems and the wider connected technology ecosystem.
• Artificial Intelligence & Automation: How are independent hotels using AI today, and where do they see the greatest opportunities? We will explore practical AI use cases, automation strategies and future plans.
• Digital Visibility, Content & AI Discovery: How can independent hotels improve their visibility across search engines and AI-powered platforms? The study will look at the role of websites, digital content, structured data and AI-driven guest discovery.
• Direct Bookings & Commercial Performance: How can technology help independent hotels increase direct bookings, improve conversion and strengthen commercial performance while reducing dependency on third-party channels?
• Guest Experience & Personalization: How can technology and AI enhance the guest journey while maintaining authentic hospitality? The study will explore practical personalization approaches, digital guest engagement and service innovation.
• Digital Strategy & Future Trends: Where are independent hotels investing, what challenges do they face, and which digital trends will shape the industry over the next five years? We will assess strategic investment priorities, key barriers and emerging trends.

BENEFITS FOR SPONSORS

• Insights into market specifics, independent hotel needs and industry viewpoints
• Identification of key challenges and strategic priorities
• Understanding of technology adoption gaps and emerging opportunities
• Recognition of innovative and upcoming solutions
• Overview of actionable opportunities for serving key market requirements
• Strategic insights by hotel size, city vs. resort properties and star ratings
• Exclusive access to detailed benchmark analysis and market insights
• Publicity rights to use selected study findings for your own marketing and communications
• Extensive promotional activities through h2c’s website, social media, PR activities, webinars, events and partner network