San Francisco – Hapi, hospitality’s data connectivity partner, and Revinate, the industry’s leading customer data and direct booking platform, today released The Future of Hotel Data report, which examines how hotels manage data today, the challenges they face, and what’s needed to deliver the seamless, personalized experiences guests expect.
The research reveals that while hotels are eager to access data to enhance guest experiences and drive revenue, fragmented systems, inaccurate information, and limited integration remain major barriers. While the majority of hotel professionals work with data daily, nearly half (49%) struggle to access the data needed for critical revenue and operational decisions. Further, a staggering 40% cite disconnected systems as their biggest obstacle. Poor data quality emerged as the top barrier to personalization, with nearly one in five hoteliers reporting it prevents tailored guest experiences, putting guest satisfaction, loyalty, and upsell opportunities at risk.
The report also explores how AI and automation are poised to transform hospitality through dynamic pricing, real-time personalization, and operational efficiency. However, for AI and automation innovations to succeed, there’s a need for standardized, integrated, and trustworthy data foundations.
Data is the foundation for every company, but most hotels still struggle to access and connect it effectively. Hotels are sitting on vast amounts of underutilized data, and disconnected systems and poor data quality are holding them back from creating the personalized, frictionless experiences guests expect today. This report shows there’s a clear path forward: integrate systems, improve data accuracy, and embrace AI to unlock real-time insights. Hotels that can remove these technology barriers will operate more efficiently, drive loyalty, boost revenue, and ultimately gain a competitive edge in a tight market. Luis Segredo, Hapi co-founder and CEO
Key Report Findings
- Limited Access to Data: 49% of hoteliers struggle to access data, limiting their ability to make informed decisions that drive revenue and operational improvements.
- Top Data Barriers: 40% cite disconnected systems as their biggest obstacle, preventing seamless information flow across departments and hindering unified guest profiles. Other data challenges included inaccurate data (17.96%), disconnect between departments (13.77%), duplicate data (8.38%), lack of timely data (7.19%), and disconnect between properties (7.19%).
- Personalization Challenges: The inability to deliver personalized guest experiences was seen as a major point of contention. Nearly 1 in 5 (19.4%) identified personalization as one of the top areas impacted by data accuracy issues. A further 16.6% noted difficulty in identifying personalization opportunities.
- Data Accuracy Issues: Beyond personalization, communication lag times and service delays (18.8%) were also identified as top personalization challenges followed by ineffective marketing campaigns (18.2%). Data quality issues also hinder broader strategic efforts with 1 in 10 citing challenges rolling out enterprise-level initiatives and 14.8% struggling to fully understand the needs of guests.
- CRM and Loyalty Systems: 46.11% identified CRM and loyalty systems as priority areas for data quality improvements, which are seen as critical to strengthening guest relationships and increasing lifetime value. Other areas of improvement include sales, prospecting, and upselling (17.37%), operations (9.58%), and customer service (7.19%).
Future Opportunities
- Guest CRM & Loyalty Personalization: With nearly half of hoteliers identifying CRM and loyalty systems as top areas of data quality improvements, strengthening the data in these systems enables more personalized guest engagement, more effective promotions, and greater lifetime value.
- System Integration & Usability: Fragmented systems slow down operations and limit data insight. Hotels that invest in integrated, user-friendly platforms can unlock powerful real-time insights, reduce manual work, and create a foundation for advanced technologies like AI.
- AI for Personalization & Efficiency: AI can help enhance personalization, streamline operations, and automate decision-making. Hotels envision using AI to deliver real-time offers, optimize marketing, and improve service, but there are still concerns around trust and the human touch.
- Dynamic Pricing & Automation: Real-time data powers AI-driven pricing adjustments and operational automation. By identifying repetitive tasks and surfacing timely opportunities to upsell or engage guests, hotels can boost efficiency, conversion rates, and profitability.
Clean, connected data is the key to truly understanding the needs of guests and driving amazing marketing campaigns and delivering direct booking revenue. Looking ahead, hotels that transform fragmented data into connected data systems will be able to leverage guest intelligence data and gain a significant advantage. With the right technology, they can personalize every interaction, shift share to direct channels, and drive profitability in ways that weren’t possible before. The future belongs to hotels that harness their data to operate smarter, delight guests, and grow revenue. Bryson Koehler, Revinate CEO
Access the full Future of Hotel Data report to explore all findings and actionable recommendations.
Survey methodology
The research was based on a survey of nearly 200 hospitality professionals across brands, management companies, and properties globally, conducted between April 14 – May 7, 2025.
About Hapi
Hapi is hospitality’s connectivity partner, dedicated to simplifying the complex hospitality technology landscape by connecting hoteliers and solution providers at scale. Hapi removes long-standing data barriers, enabling hotels, hotel companies, and technology providers to access and utilize data in real-time. This empowers the creation of unique, personalized guest experiences that drive business success. Hapi serves over 14,000 hotels globally, including major brands like IHG Hotels & Resorts, Wyndham Hotels & Resorts, Sonesta Hotels, Rosewood Hotels, and Starwood Hotels and Resorts. Visit us at stayhapi.com to learn more about how Hapi transforms hotel data into real experiences.
About Revinate
Revinate is a direct booking platform that leads the hospitality industry in driving direct revenue and increased profitability.
Our products and our people combine to give hoteliers the superpowers they need to crush their goals. With Revinate, hoteliers shift share away from OTAs and drive tangible results across an individual property or a portfolio. Our industry-leading, AI-powered customer data platform collects, unifies, and synthesizes data to give hoteliers a foundational advantage.
Hoteliers gain critical intelligence — guest lifetime spend, stay preferences, ancillary revenue, and more. With Revinate’s Rich Guest Profiles™ data, hoteliers don’t need to guess who their most profitable guests are or struggle to drive conversions across email, voice, messaging, and digital channels.
Revinate’s direct booking platform and omnichannel communication technology powers 950+ million Rich Guest Profiles across 12,500+ hotels to drive over $17.2 billion in direct revenue.
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