By Humphrey Carter
Copyright majorcadailybulletin
66% of Spanish hoteliers expect a 6% increase in their annual revenue by adopting faster and fully integrated connectivity systems. This is revealed in a global study by the hotel distribution and revenue management platform SiteMinder, which highlights technology as a key factor for growth in the sector, which is projected to exceed 25 billion euros this year in Spain.
The report, conducted in August with the participation of 77 Spanish hoteliers among the 700 surveyed globally, analyses revenue management, technology adoption and current challenges in the sector. Forty-five per cent of Spanish hoteliers estimate that an immediate response to market changes, such as variations in competitor rates or new high-demand events, could generate a revenue increase of between 6% and 10%. In addition, 18% anticipate growth of 11% to 15%, while 3% could reach 16% or more.
Speed to market has become ‘fundamental to the business’ for 58% of professionals, who recognise that a lack of speed causes them to miss out on revenue opportunities at least once a week.
Despite interest in technology, the study notes that manual processes persist: 79% of hoteliers spend more than 11 hours per week on tasks that could be automated. However, the adoption of Artificial Intelligence (AI) is booming, with 49% actively seeking AI solutions and 43% willing to explore recommendations.
“Our research reinforces the vision we’ve been advancing within the industry for many years: the future of hotel revenue optimisation lies in seamless connectivity that eliminates manual processes and transforms insights into immediate action. With UltraSync’s unifying integration—built around a shared vision with our partners—hotels will have the ability to operate as dynamically as the markets they serve.
“Pricing decisions will flow automatically to the PMS, while reservation data will return to inform smarter strategies, transforming hours of manual work into instant, intelligent execution—empowering hotels to shape market dynamics rather than simply respond to them,” said Leah Rankin, Chief Product Officer at SiteMinder.
