How independent hotels are preparing for the future

Led by technologies such as AI and robotics, as well as the ubiquitous need for responsive, high-speed connectivity, the hospitality industry is experiencing radical change. This is seen in both the ways they serve guests and how they satisfy their expectations. In all this, independent hotels are well positioned to take the lead.

When it comes to innovation, independent hoteliers often lead the way. An immediate understanding of the needs and wants of their specific clientele is a critical component for their survival. So is the ability to adapt to change.

Today’s typical traveler is evolving quickly, becoming younger and more tech-savvy. They travel for business, but also with an eye to enjoying themselves while on their journey, an exciting hybrid known as “bleisure travel.” They expect an experience that will cater to their expectations, surprising and delighting them all the while.

According to HotelTechReport, the global bleisure tourism market was valued at $594 billion in 2023 and is estimated to grow to $3.3 trillion by 2033. Among other findings, 83% of business travelers report having taken a bleisure trip in the past year.

How can independent hotel operators make the most of this exciting market?

Personalization is the new normal

For many guests today, having a clean room and a quick check-in is no longer enough. According to Hotel Business.com, today’s hotel guests commonly expect personalized service: “Nearly half (45%) are willing to pay more for unique or high-quality experiences, while only 11% look for the lowest possible rate.”

The ability to deliver such personalization depends on technology that builds a highly detailed profile of individual guests, delivering a service experience they will appreciate and reward with return business. Does the guest have specific room or communications preferences? Do they like a room that is cool or warm? Do they have a pet, a favorite restaurant or online work needs?

Personalization incorporates all these and other data points to enhance and expand the guest experience. It is a way to make a hotel stand out as a destination. At the same time, it can enhance value for hotel operators by encouraging guests to spend more on what they want.

Building a network for the AI era

The increased use of data in personalization is part of a larger transformation of hospitality centered around AI. Independent hotels can better differentiate themselves by utilizing AI to identify patterns in guest behavior and cater more directly to their anticipated needs and desires.

According to a 2025 report, “the hotel of 2035 will be powered by AI technology, a modern technology infrastructure and seamless connectivity.” Hyper-personalized offers, chatbots and sustainability initiatives that reduce carbon footprints are among the AI benefits anticipated.

For independent hotels, the time to shift into an AI future has already begun. Fast, reliable fiber connectivity will play a key role; so will a WiFi network that eliminates dead spots and keeps guests connected. Advances in the Internet of Things and contactless technologies have the potential of allowing fuller autonomy for guests, and with it, stronger engagement.

According to the 2025 report, 58% of guests believe AI improves the booking experience as well as the stay. AI technology offers the potential to unlock critical behavior insights while automating reservation and housekeeping processes for greater efficiencies in cost as well as time.

Flexible pricing is expected and wanted

Another critical way independent hotels utilize data to their advantage is with pricing. While seasonal pricing is a traditional means of helping hotel managers maintain profitability and robust occupancy rates throughout the year, the use of property management systems (PMS) and hotel tech stacks fueled by high-speed data help independent hoteliers to be nimble and focused on their price strategies.

Pricing models can be tailored for different demographics, which often have clear preferences for the type of stay they want and how much they will pay for it. A PMS built around fast connectivity, security and cloud access offers independent hotels a way to harness data as part of a successful strategy.

Keeping pace with market changes is not only economically desirable; it’s also expected by the guests themselves. According to Hotel Business.com, 87% of travelers surveyed expect to encounter dynamic pricing.

Independent hoteliers need to use this acceptance wisely by using data to glean the right analytic insights and then channeling it to a network that is responsive, lag-free and capable of routing traffic as needed.

How Spectrum Business can help

The U.S. hospitality industry is on the upswing, and independent hotels are poised to reap sizable profits by taking a long view. One way of doing this is to find the right technology partner to transform data-driven insights into positive results.

Spectrum Business understands the unique challenges faced by independent hotels today. We offer complete hospitality technology solutions, including communications, TV and networking with 24/7/365 support.

Hoteliers working through their 2026 budgets and technology roadmaps can get a head start on their strategy by downloading the Spectrum Business Hotel Technology Budgeting Checklist.