State of the Hotel Industry Survey 2024-2025

Welcome - Let's get your perspective

This survey is designed to gather insights from hotel industry professionals like you to understand the current challenges, priorities, and opportunities across the industry. The survey will take less than 5 minutes. In exchange for participating, you will receive an exclusive summary of aggregated insights, allowing you to compare your perspectives with industry peers and gain actionable ideas to guide your planning and strategic priorities for 2025. Let's get into it!

Question Title

* 1. Which best describes the type of company you work at?

Corporate: Brand

Corporate: Management Company

Corporate: Ownership/Investment Group

Corporate: Asset Management

Corporate: Vertically Integrated Brand (Owner/Operator)

Hotel Property: Franchise Owner/Operator

Hotel Property: Management (GM, Department Heads, etc.)

Hotel Property: Frontline Team (Front Desk, Housekeeping, F&B Staff, etc.)

Technology Provider

Other

Question Title

* 2. What's your biggest day-to-day challenge right now?

Finding and capturing market opportunities

Technology: adoption, integration, and performance

Fighting burnout (personal or team-wide)

Guest experience: maintaining or exceeding expectations

Collaboration: working effectively with stakeholders

People: hiring, engaging & leading

Differentiating our hotel or brand

Operations: processes and efficiency

Revenue generation and profitability

N/A - Decline to answer

Other (please specify)

Question Title

* 3. What part of hospitality excites you the most right now?

Innovating in guest experience delivery

Building and leading a strong team

Leveraging technology and optimizing operations

Enhancing food & beverage offerings

Sustainability and eco-friendly practices

Driving revenue and profitability

Other (please specify)

N/A - Decline to answer

Question Title

* 4. What resources/support would most help your hotel or business succeed in 2025?

Marketing, sales & revenue management

Leadership (clarity on direction/strategy)

Technology (guest communication, staff efficiency, data insights)

Property improvements (renovations, infrastructure, guest-facing upgrades)

People (more staff, better talent, training & development)

Other (please specify)

N/A - Decline to answer

Question Title

* 5. What investment do you believe would provide the highest return on investment in the next year for your hotel or business?

Staffing and talent development

Marketing and sales

Technology and automation (e.g., operational tools, guest-facing solutions)

Sustainability initiatives

Facility and infrastructure upgrades

Optimizing pricing and revenue strategies

Enhancing guest-facing amenities and services

Data and analytics (e.g., business intelligence, predictive forecasting)

Other (please specify)

N/A - Decline to answer

Question Title

* 6. What investment do you believe would provide the highest return on investment over the next 5 years for your hotel or business?

Sustainability initiatives

Staffing and talent development

Technology and automation (e.g., operational tools, guest-facing solutions)

Data and analytics (e.g., business intelligence, predictive forecasting)

Marketing and sales

Optimizing pricing and revenue strategies

Facility and infrastructure upgrades

Enhancing guest-facing amenities and services

Other (please specify)

N/A - Decline to answer

Question Title

* 7. How do you feel about the role of AI in hospitality right now?

Very positive: I want to see significantly more AI adoption.

Somewhat positive: I want to see more AI but in targeted areas.

Neutral: I’m comfortable with the current level of AI use.

Somewhat negative: I think AI should be used less in hospitality.

Very negative: I don’t think AI has a place in hospitality.

Not sure / decline to answer.

Question Title

* 8. How likely are you to recommend a career in hospitality to your friends?

1 (very unlikely)

10 (very likely)

Clear

i We adjusted the number you entered based on the slider’s scale.