50% of hoteliers lack access to critical data to drive revenue

Hapi, a strategic data connectivity partner for hospitality, and Revinate, a leading customer data & direct booking platform, have released The Future of Hotel Data, shedding light on how hotels are managing data today, the barriers they face, and the innovations needed to deliver a personalized guest experience.

Despite the industry’s strong interest in leveraging data to enhance guest experience and drive revenue, hotels remain trapped in fragmented systems and poor-quality information. According to the survey, nearly half of professionals (49%) struggle to access the data they need to make critical business and marketing decisions, with 40% citing disconnected systems as the biggest barrier.

Poor data quality is emerging as the key factor hindering personalization: nearly 1 in 5 hoteliers say they are unable to deliver personalized experiences due to inaccurate or duplicate data, resulting in lower satisfaction levels, reduced loyalty and missed opportunities to increase revenue through additional services.

“Hotels are sitting on vast volumes of untapped data. System disconnects and poor data quality prevent them from delivering the modern, frictionless experiences that customers expect today,” notes Luis Segredo, co-founder and CEO of Hapi, emphasizing that the solution lies in integrated platforms, improved accuracy and the use of artificial intelligence (AI).

Indeed, the report highlights AI and automation as the next big opportunity for the industry, offering dynamic pricing, real-time personalization and operational efficiency. But for such technologies to deliver, a robust, reliable database is required. “Hotels that transform their fragmented data into connected systems will gain a powerful advantage in a competitive marketplace,” says Revinate CEO Bryson Koehler.

Key findings include:

• 49% struggle to access data.
• 40% say disconnected systems are a major barrier.
• 19.4% say a lack of accurate data is impacting personalization.
• 46% see CRM & loyalty systems as a priority for improving data quality.

Looking ahead, the report suggests three directions: investing in data integration and easy-to-use platforms, empowering CRMs with clean, unified data for personalized campaigns, and leveraging AI tools for smarter real-time decision-making.

As the digital transition accelerates, those hoteliers who choose to improve their data not just for reporting but also for predictive and proactive action – will be the ones who will strengthen loyalty, increase direct bookings and shape the new, smarter face of global hospitality.