Annual Survey Results: The State of Hospitality Tech 2025

The HYB Annual Tech Survey, conducted in May 2025, gathered 264 global responses from hotel companies, tech providers, consultants, and other industry stakeholders. This research was conducted with a goal to better understand the current state of hotel technology – what's working, what's not, and where the industry is headed next.

  • 45% of hotel companies consider themselves tech-mature, yet 23% rated their maturity at 3 or below, highlighting a sharp divide in digital readiness.
  • PMS and CRS are near-universal, while advanced tools like CDPs remain rarely adopted (under 10% usage).
  • Budget allocation for technology remains modest, with most companies spending under 10%, and 15% being the most common figure.
  • When evaluating new tech, ROI, guest experience, and integration ease are the top priorities—while AI and automation remain secondary concerns.
  • Integration, fragmentation, and lack of industry standards are the most commonly cited frustrations by both hotel operators and tech vendors.
  • Hotels are willing to innovate but they’re stuck in a tech jungle with no clear path forward. Both hoteliers and vendors will continue feeling like they’re solving a puzzle with mismatched pieces.
  • Both hoteliers and vendors want collaboration but the ecosystem is misaligned. Vendors blame each other and the legacy tech stack. Hotels blame integration limitations and outdated systems. Everyone blames fragmentation.

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The Hotel Yearbook 2025 - Technology Edition

The HOTEL Yearbook Technology 2025 delves into the transformative power of data in the hospitality industry, exploring how the "everything-data decade" is reshaping the landscape. This year's edition brings together perspectives from global hotel brands, technology providers, consultants, and academics to answer a critical question: How can hotels harness technology to drive real, sustainable success?
www.hotelyearbook.com/edition/technology-2025.html