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?

Operations: processes and efficiency

Fighting burnout (personal or team-wide)

People: hiring, engaging & leading

Technology: adoption, integration, and performance

Differentiating our hotel or brand

Finding and capturing market opportunities

Revenue generation and profitability

Collaboration: working effectively with stakeholders

Guest experience: maintaining or exceeding expectations

N/A - Decline to answer

Other (please specify)

Question Title

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

Leveraging technology and optimizing operations

Enhancing food & beverage offerings

Sustainability and eco-friendly practices

Innovating in guest experience delivery

Driving revenue and profitability

Building and leading a strong team

Other (please specify)

N/A - Decline to answer

Question Title

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

Leadership (clarity on direction/strategy)

Technology (guest communication, staff efficiency, data insights)

Marketing, sales & revenue management

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

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

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

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

Enhancing guest-facing amenities and services

Sustainability initiatives

Optimizing pricing and revenue strategies

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

Facility and infrastructure upgrades

Marketing and sales

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?

Staffing and talent development

Facility and infrastructure upgrades

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

Enhancing guest-facing amenities and services

Marketing and sales

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

Sustainability initiatives

Optimizing pricing and revenue strategies

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.