Independent properties accelerate the use of AI in a more demanding market by 2026 | News
With Independent Accommodation Day taking place today, March 24, industry data suggests that 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 hotel forecast sees the UK hotel sector entering 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 RevPAR growth of 1.5% and occupancy growth of 1.2% in the UK regions by 2026. But it also points to continued cost pressures, tighter margins and softer rate growth, increasing the need for operators to find new efficiencies.
Against this backdrop, industry research shows that independent operators are responding by adopting practical, guest-centric AI tools that are easier to deploy, deliver value faster, and better suited to agile business models than the more complex rollouts seen at larger chains.
A survey of 1,485 hotels in six European markets by the HES-SO Valais-Valais Tourism Institute found that 41% of independent hotels are already using AI, with a further 16% planning to adopt it. The research shows that independent companies are deploying guest-facing tools such as content generation, chatbots and review analytics, while hotel chains are leaning towards back-office applications including revenue management and predictive analytics.
The same study also found that larger and more complex hotel groups are struggling with data integration and organizational inertia as they attempt to scale AI across their operations.
This finding is consistent with broader sector research from hospitality consultancy H2C. The global survey of 171 hotel chains, representing more than 11,000 properties, shows 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 that chains face greater barriers to scaling AI due to integration issues with legacy systems.
These findings show that independent operators are more flexible in adopting targeted technologies that increase efficiency without losing the personalized guest experiences that differentiate them.
That flexibility is at the heart of 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 lodging providers – to celebrate independent lodging companies worldwide and their critical 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 change quickly as new tools emerge, and that’s what we’re seeing with AI. We’ve quickly adapted new AI-powered guest communications tools capable of immediate but careful responses, for both potential clients and internal guests, and we’re excited to scale them into other business areas. It’s a powerful way to work more efficiently while still providing the personal touch that a stay in Brambles of Inveraray so unique.”
Séverine Meyrueis, owner of Kerkeys, an agency specialized 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 better organize themselves behind the scenes. The biggest difference is that owners spend less time at their desks and more time with their guests, making their stay as pleasant as possible.”
Ruth Whitehead, COO of eviivo, said: “Independent Accommodation Day celebrates the energy, resilience and entrepreneurial spirit that defines independent accommodation. From boutique hotels and B&Bs to guesthouses and holiday homes, 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 a long-standing support of independent businesses and champions the vital contribution they make to the hospitality industry. They are always have been agile and adapted quickly, and we increasingly see them embracing emerging technologies such as AI to work more efficiently while continuing to provide the thoughtful and distinctive hospitality that makes independent stays more special.”
