Challenges facing independent hotels highlighted at WTM 2015
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The findings of a significant study into the future of independent accommodation providers will be exclusively revealed this Wednesday at World Travel Market in London. 
The session, entitled The Independent US and European Lodging Market: Lost Opportunities? will use recent research undertaken by Phocuswright and h2c, a technology provider to the independent hospitality industry.
Michaela Papenhoff, Senior Market Analyst, Europe at Phocuswright Inc, and Managing Director of h2c, will present the key findings during the session, providing insight into how independents are faring and what their future looks like.
In researching the report, called Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties, the authors compared market size, marketing tactics and partnerships, distribution practices, technology employments and other key trends among independent properties in Europe and the US.
Papenhoff said: “The independent lodging markets in Europe and the US are huge, complex and underserved.
“They are also unique – with independents representing 75% of hotels in Europe but only 25% in the US. There are hundreds of thousands of non-branded properties competing for share in both markets and their distribution and marketing strategies are not fully understood.
“By shedding light on the challenges and preferences of independent properties, the study passes on a better understanding of their wants and needs.”
World Travel Market London, senior director, Simon Press said: “Independent accommodation providers stand out from the crowd by offering something different. Often they’re pioneers – at the forefront of the latest in hotel services and quick to react to new trends and new requirements among guests. Yet they are constantly in danger of being squeezed out by the bigger players.
“There is room for both in the worldwide travel industry. This report is sure to stir debate on the future, challenges and opportunities that face the independent hotelier.”
The Independent US and European Lodging Market: Lost Opportunities? seminar will take place on Wednesday, from 12.30-13.30 in South Gallery 21 and 22.
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