Hapi and Actabl Launch The Future of Hotel Data Survey to Benchmark Industry Readiness for AI, Real-Time Insights, and Smarter Operations
Global survey invites hotel brands, management companies, and property teams to share how they access, use, and trust data across the enterprise
The research initiative will explore data access barriers, AI readiness, and operational challenges across hotel departments to inform a 2026 industry report.
Photo by Actabl
Hapi and Actabl have launched The Future of Hotel Data Survey 2026, an industry-wide research initiative to understand how hotel organizations use data today, where challenges persist, and how ready the industry is for what comes next.
The survey will inform the 2026 edition of The Future of Hotel Data report, a collaborative industry resource developed by Hapi, Actabl, and HotelData.com. This year’s research will explore how hotel teams across regions, departments, and company types access data, act on insights, manage operational performance, and prepare for AI-driven decision-making.
As hotels continue to adopt new systems across revenue, operations, finance, labor, guest experience, sales, and marketing, many teams still face barriers that limit the value of their data. The survey asks hospitality professionals to weigh in on challenges such as disconnected systems, poor-quality data, lack of timely access, manual reporting, forecasting confidence, labor visibility, unified guest profiles, and AI readiness.
The survey is open to professionals working across hotel brands, management companies, and properties, including teams in sales, marketing, IT, revenue management, operations, finance, HR, front office, and customer experience. Responses will help provide a clearer picture of how hotel teams are using data, where friction remains, and what improvements could have the greatest impact on profitability, cost control, guest experience, and scalable operations.
“Hotel companies have more data than ever, but access alone does not create better decisions,” said Jacki Brown, Head of Marketing at Hapi. “This survey will help the industry understand where data still gets stuck, where teams lose time preparing it instead of using it, and what it will take to make hotel data more connected, trusted, and actionable.”
“Hotel leaders cannot build better budgets, control labor costs, or improve operational performance if their data is fragmented, delayed, or hard to trust,” said Sarah McCay Tams, Head of Research & Editorial at Actabl. “By capturing input from teams across the industry, this research will help define where hotels stand today and what they need to move toward more confident, real-time decision-making.”
Participants who complete the survey will receive early access to the report. Selected responses may also be featured in the final publication as Hotel Data Champions. As a thank you, participants will be entered for a chance to win one of two $500 Visa gift cards.
The survey takes approximately five minutes to complete and is available here:
https://tub5pvvz.forms.app/future-of-hotel-data-2026
About Actabl
Actabl is the leader in hospitality business intelligence, labor management, and hotel operations management software that provides actionable insights to above-property leaders and on-property leaders. Actabl brings together four powerful hospitality tech solutions to maximize profits for hotel operators. Actabl’s integrated solutions include ProfitSword’s business intelligence technology, Hotel Effectiveness’ complete labor optimization, Alice’s hotel operations management platform, and Transcendent’s advanced asset management and CapEx. With a global team of 300+ employees boasting more than 1,000 years of combined hospitality experience, Actabl serves the technology needs of more than 12,000 properties in hospitality markets around the world.
About HAPI
Hapi is hospitality’s connectivity partner, dedicated to simplifying the complex hospitality technology landscape by connecting hoteliers and solution providers at scale. Hapi removes long-standing data barriers, enabling hotels, hotel companies, and technology providers to access and utilize data in real-time. This empowers the creation of unique, personalized guest experiences that drive business success. Hapi serves over 15,000 hotels globally, including major brands like IHG Hotels & Resorts, Wyndham Hotels & Resorts, Sonesta Hotels, Rosewood Hotels, and Starwood Hotels and Resorts. Visit us at stayhapi.com to learn more about how Hapi transforms hotel data into real experiences.
Media Contact
Sarah McCay Tams
Head of Research & Editorial [email protected]