Hilton
Has launched an AI travel planner.
HotelScaling — AI systems for independent hotels.
78%
of hotel chains already use AI in some part of their operation.
41%
of independent hotels do.
SourceTwo separate industry studies, different samples and methodologies. The figures are indicative of a gap, not a single like-for-like comparison. [Citation to be inserted]
78% of hotel chains already use AI.
Only 41% of independent hotels do.
The largest hotel groups are already automating guest communication, hotel discovery and operational work.
The gap is no longer theoretical.
Market movement
The biggest hotel groups are not waiting.
IHG
Has brought hotel discovery into ChatGPT and is introducing conversational AI search.
Marriott
Operates Ask Bonvoy for hotel and destination discovery.
What is your hotel's AI strategy?
63.4%
Nearly two thirds of independent-hotel bookings now come through OTAs.
OTA share increased again in 2025.
Distribution is useful.
Dependency is expensive.
- 63 arrive through an OTA
- 37 you own the relationship with
Commission, in cash
What does one indirect booking cost you?
One booking
€600
OTA commission
15–25%
Paid away
€90–€150
Move 20 such bookings direct each month:
€1,800–€3,000
less paid in OTA commissions, every month.
Not hypothetical revenue.
Existing demand captured more efficiently.
Operational drag
67%
of independent hotels say disconnected systems are a major concern.
1–2 workdays
per week
Properties can lose the equivalent of one to two workdays every week reconciling information across platforms.
Today — moved by hand
PMSBooking engineWhatsAppEmailCRMReviewsSpreadsheets
Connected — data moves once
PMS → booking engine → CRM
Guest messages → one inbox
Reviews and reports → no re-typing
You may already own most of the technology you need.
It just doesn't work together yet.
HotelScaling is not a PMS and not an all-in-one hotel platform. We connect and improve the systems you already run, where it makes commercial sense.
Run your hotel on numbers
Make your hotel measurable.
Large hotel groups don't manage guest communication, direct sales and operations by intuition alone. Neither should you.
Know where bookings come from.
See direct vs OTA demand and where guests drop out of the direct booking journey.
Know what happens to every enquiry.
Measure response time, unanswered conversations, recurring questions and booking intent.
Know what automation actually saves.
Track repetitive work removed from reception, conversions influenced and revenue opportunities supported.
Start with the metrics you can act on. Add automation where the numbers justify it.
Audit my hotelStart by measuring what matters.
How much of this already works in your hotel?
Guests can reach us 24/7.
Routine enquiries are answered automatically.
AI systems describe our hotel accurately.
AI discovery leads guests toward direct booking.
Our existing hotel systems exchange the data they need.
Past guests have a clear path to book direct again.
Six checks.
One hotel.
If you cannot check all six, let's find out which gaps are actually costing you money.
More direct bookings.
Fewer missed enquiries.
Less repetitive work.