European hotels are wired but not wise
A new study shows most properties have the tech, but still lack strategy and profitability focus in revenue management
A new study by HES-SO Valais-Wallis of 1,500 hotels across six European countries (Jan–Apr 2025) shows that while most hotels use digital tools like PMS and channel managers, few apply them strategically. Revenue management adoption is patchy, and KPI tracking remains basic, leaving profitability insights underdeveloped.
Key takeaways
- Digital tools are common but fragmented: 75% use PMS, 63% use channel managers, yet more than 70 PMS brands hinder standardization.
- Revenue management is weak: Only 40% have a strategy; 44% use RMS, 33% still rely on Excel, 20% on consultants.
- KPIs focus on basics: Occupancy (82%), ADR (61%), and RevPAR (50%) dominate.
- Profitability KPIs are rare: GOPPAR (11%), NetADR (23%), EBITDA margin (22%).
Get the full report at HES-SO Valais-Wallis