Hotels are sitting on a goldmine of untapped potential – and many are completely unaware of it. Technology investment is at an all-time high, and the opportunity to convert data into revenue has never been greater. But not many hotels know how to tap into that data, and even fewer have insight into the industry’s overall health. That’s why Revinate has published our 2026 Hospitality Benchmark Report – our annual study of how well hoteliers are performing worldwide. Based on hotel industry statistics from thousands of properties, the report shows that hoteliers like you already have the power to understand which capabilities and information can drive real business outcomes – all from the tech stack you already have.

Last year, many properties across regions saw declines – an $11-per-room drop in monthly incremental revenue in North America and a 19% decline in email revenue globally. Yet, hotels in the Asia-Pacific region managed to increase email revenue per contact by 24% and phone revenue by 29%. The difference in performance lies in strategic execution.

With a utility belt full of tools, the real hotel heroes know when and how to use them. APAC’s success with lower data quality (64% emai/53% phone capture rates vs North America’s 84% email/56% capture rates) but superior email monetization ($11.79 vs. North America’s $10.36 email value) shows that thoughtful engagement beats high-volume approaches every time. These hotels have cracked the code: When everyone’s inboxes are flooded with noise, you can win with personalized messages that guests can’t ignore.

So while it’s easy to think of declines as revenue lost, sometimes declines are really just revenue hiding in plain sight. Guests are already in your database. Data is already in your system. It just takes the right vision to see the connections and turn guest data into direct revenue.

16% engagement: Failure or focus?

Globally, only 16% of guests respond to hotel text messages. Most hoteliers might see that number and panic, but consider this: Out of 100 guests, you know exactly which 16 have an interest in your offers and services. It’s not a failure metric but a filter for the most valuable guests in your system. They’re responsive, engaged, and significantly more likely to book direct, spend more during their stay, and return for future visits.

Southern Europe gets this. Despite operating under strict GDPR constraints and facing broader regional challenges (12.4% average engagement, 5.2% monthly opt-outs in EMEA), properties in Southern Europe achieved 23-24% growth in monetization. Instead of shouting at everyone in the room, they targeted conversations with the right people.

The shift required is a simple one: Stop measuring success by how much outreach you’re doing, and start measuring how targeted that outreach is. North America sends 996 messages monthly, but saw engagement decline from 22% in January to 17% by December. Hyper-segmentation – breaking your database into 4 to 7 strategic segments based on behavior, preferences, and booking history – has been proven to drive 4x more revenue than batch-and-blast approaches.

Your most engaged 16% represent your best opportunity. The question is whether your tech stack is designed to identify them, understand their preferences, and engage them at exactly the right moment with an offer they can’t refuse.

See how your engagement rates compare. Download the full 2026 hotel industry report →

The hidden cost of fragmented hotel data

Most properties run their tech stack in silos. PMS, CRM, dining, golf, spa. Each platform does its job effectively – but they’re all operating on different frequencies with no coordination. As a result, it’s becoming increasingly difficult for hotels to recognize their guests across the hotel tech stack, increasing the challenge of building complete guest profiles.

For example, North America dropped from 12% to 11% complete profiles year-over-year. EMEA fell from 9% to 8%. Meanwhile, OTA email masking accelerated to 34% in EMEA and 22% globally. When you have platforms that don’t communicate with each other, it’s like assembling a team of superheroes but never actually getting them in the same room. Everyone’s fighting their own battles with no shared strategy, no unified intelligence, and no way to leverage each other’s strengths.

Hotel performance benchmarks by region and property size

These hotel performance indicators reveal success patterns worth replicating, whether you’re 12 rooms in Sydney or 1200 rooms in Toronto:

Regional dynamics: APAC vs. North America hotel performance proves that precision targeting beats volume approaches every time — aikido over brute force. Despite lower data quality (64% email/53% phone capture rates), APAC generates superior monetization through strategic execution. North America is doing something right with its 84% email capture rates, creating the foundation for targeted engagement. EMEA faces the toughest challenges – high OTA dependency, declining engagement, strict privacy regulations (GDPR) – yet top-performing hotels are breaking through by doubling down on integration and focus.

Property size: The smallest properties (1-50 rooms) are outperforming everyone on data capture with a boutique approach: 81% email collection and 39% database growth. These scrappy underdogs maximize every advantage because they have to. Every touchpoint counts when you’re working with limited inventory. On the other end, properties with 250+ rooms achieve 71% email capture and 26% growth. Their challenge isn’t collection – it’s activation at scale. Bureaucracy might be a hurdle, but size can also grant access to different superpowers worth leveraging, like sophisticated segmentation and automation capabilities.

Class breakdown: Luxury properties lead email capture at 82%, which makes sense given their clientele and service model. But Upper Midscale is showing the most hunger right now, with 56% database growth in EMEA. They’re ambitious and fighting for every competitive edge they can get. They can’t win on prestige or price, so they’re winning on execution.

Where does your property rank? Get region-specific benchmarks →

From operational speed to hotel revenue growth

Here’s where the benchmark report data becomes particularly instructive. Hotels have made huge gains in operational efficiency. Automation now handles 31% of guest messages at 100x the speed of staff — 1.8 seconds versus three minutes. That’s created enormous capacity for teams to focus on high-value interactions where hospitality instincts matter.

Yet, lead conversion declined in 9 of 12 months year over year. Summer months converted at just 44-46% despite maximum volume.

Being fast isn’t enough if your commercial strategy is missing. Technology has done its job by  automating and streamlining operations to give your staff more time to do what they do best. But you’re still losing half of your potential bookings during peak travel season.

With operational capacity as good as solved, the real opportunity gap lies in how you deploy the data that you have to maximize revenue. Consider what happens when your systems actually talk to each other:

Your PMS captures a reservation from an OTA with a masked email. Your CDP automatically recognizes this is a repeat guest based on phone number and previous stays at your property on the other coast. It unmasks their real email from historical data and adds their preference for early check-in, room on a high floor, and interest in spa services. Your marketing automation immediately triggers a pre-arrival email with a personalized upsell offer for a spa package and room upgrade. Your messaging system sends a text the morning of arrival confirming their early check-in preference. Your front desk staff sees the complete profile when they arrive.

That’s the superpower of integration. And that’s when revenue starts to grow.

Your hotel data integration roadmap

The benchmark data makes one thing clear: Data volume is a liability without an integration strategy. While competitors continue layering disconnected systems, you have the chance to create unified intelligence that captures disproportionate advantage.

The path forward isn’t complicated:

• Audit whether your systems are truly integrated or just installed
• Prioritize profile completeness over database growth – a smaller database with rich profiles generates more revenue than a massive database with 10% completeness
• Shift from volume to precision in your outreach
• Bridge your operational efficiency to commercial outcomes with clear workflows and playbooks
• Most importantly, track the right hotel KPIs: revenue per contact, conversion rates by segment, lifetime guest value, and direct booking contribution

Ultimately, your tech stack should give your team superpowers – the ability to know guests deeply, engage them precisely, and convert relationships into loyalty and revenue. The hotels winning right now aren’t the ones with the most tools or the most data. They’re the ones who’ve built integrated platforms that create unified guest intelligence and deploy it strategically every step of the way.

Take the next step

The full 2026 Hospitality Benchmark Report contains detailed competitive intelligence across regions, property sizes, and hotel classes – giving you the precise benchmarks you need to understand where you stand and where your growth opportunities lie.