Key Takeaways
- Independent accommodation providers are increasingly using practical AI tools to enhance efficiency as the market becomes more competitive.
- PwC predicts 1.5% RevPAR growth and 1.2% occupancy growth for the UK hotel sector in 2026, despite ongoing cost pressures.
- A survey shows 41% of independent hotels currently use AI, while 16% plan to adopt it, focusing on guest-facing tools.
- Larger hotel chains struggle with data integration and scaling AI due to legacy systems, with only 7% having a company-wide AI strategy.
- Independent operators can adopt targeted technologies rapidly, enhancing personalized guest experiences on Independent Accommodation Day.
As Independent Accommodation Day takes place today, 24 March, industry data suggests independent accommodation providers are increasingly turning to practical AI tools to improve efficiency and stay competitive in a more demanding market.
The shift comes as PwC’s latest hotels forecast says the UK hotel sector enters 2026 with “a sense of resilience and renewed confidence,” supported by strong international demand, event-led travel and a steady recovery in domestic leisure. PwC forecasts 1.5% RevPAR growth and 1.2% occupancy growth across the UK regions in 2026. But, it also points to ongoing cost pressure, tighter margins and softer rate growth, increasing the need for operators to find new efficiencies.
Against this backdrop, industry research suggests independent operators are responding by adopting practical, guest-facing AI tools that are easier to deploy, quicker to deliver value and better suited to agile operating models than the more complex rollouts seen at larger chains.
A survey of 1,485 hotels across six European markets by the Institute of Tourism at HES-SO Valais-Wallis found that 41% of independent hotels are already using AI, and a further 16% plan to adopt it. The study found independents are deploying guest-facing tools, such as content generation, chatbots, and review analytics, while chain hotels lean towards back-office applications, including revenue management and predictive analytics.
The same research also found that larger and more complex hotel groups struggle with data integration and organisational inertia as they try to scale AI across their operations.
This finding aligns with wider industry research from hospitality consultancy h2c. Its global study of 171 hotel chains, representing over 11,000 properties, found that while 78%of hotel chains are already using AI, most initiatives remain experimental, and only 7%have a company-wide AI strategy. The report suggests chains face greater barriers to scaling AI due to integration challenges with legacy systems.
These findings show that independent operators are more agile at adopting targeted technologies that boost efficiency without losing the personalised guest experiences that set them apart.
That agility is central to Independent Accommodation Day, created by eviivo – a property management system used by more than 28,000 boutique hotels, B&Bs, inns, vacation rentals and other accommodation providers — to celebrate independently owned and operated accommodation businesses worldwide and their vital role in tourism and guest choice.
Victoria Thomson, Owner of Brambles of Inveraray, a boutique and luxury accommodation on the west coast of Scotland, said:
“Independent properties like ours can move fast when new tools emerge, and that’s what we’re seeing with AI. We were quick to adapt new AI-powered guest communication tools capable of instant but curated responses, for both prospects and in-house guests, and we’re excited to scale them up across other areas of operations. It’s a powerful way to work more efficiently while still keeping the personal touch that makes staying at Brambles of Inveraray so unique.”
Séverine Meyrueis, Owner of Kerkeys, an agency specialised in supporting accommodation owners in Provence, said:
“We are already seeing benefits from using AI in the day-to-day management of an accommodation business. It helps make bookings and communication with guests much smoother, allowing owners and managers to organise themselves better behind the scenes. The biggest difference is that owners spend less time behind desks and more time with their guests, ensuring their stay is as pleasant as possible.”
Ruth Whitehead, COO of eviivo, said:
“Independent Accommodation Day celebrates the energy, resilience and entrepreneurial spirit that define independent accommodation. From boutique hotels and B&Bs to inns and vacation rentals, these businesses are shaped by the people behind them, their passion, personality and commitment to making guests feel genuinely welcome. eviivo is proud to have long supported the independents and championed the vital contribution they make to the hospitality industry. They have always been agile and quick to adapt, and increasingly, we are seeing them embrace emerging technologies like AI to operate more efficiently while continuing to deliver the thoughtful and distinctive hospitality that makes independent stays more special.”
