Independent hospitality operators are marketing masters by necessity. With limited staff, budgets, and time, they juggle social media, email campaigns, OTA listings, reviews and advertising — often all at once. In TakeUp’s The Voice of Independent Hospitality Report 2025, 64% of property owners cite social media as their primary marketing channel, with another 50% relying on word of mouth and 44% using email marketing.
But here’s the tension: while property owners are spending significant energy attracting guests, they’re often flying blind. Without clear insight into what guests are searching for, what they’re willing to pay, and how the market is performing, marketing becomes a shot in the dark.
That’s where a smart Revenue Management System (RMS) changes the game.
The New Marketing Edge: Demand Data in Real Time
Traditionally, RMS platforms were seen as rate-setting tools. But today’s best-in-class RMS do much more. They provide visibility into both your property’s search demand and the broader market’s search behavior.
This isn’t just about pricing. It’s about smarter, more strategic marketing.
Imagine knowing when demand is starting to build in your area — before the bookings even show up on your calendar. With real-time insights you can launch campaigns that align with actual guest intent, not outdated assumptions.
You can promote your highest-value packages at the exact moment travelers are actively searching. Instead of spreading your marketing dollars thin, you can redirect them to the timeframes and channels where interest is already increasing. And most importantly, you can focus your messaging on the experiences that are truly resonating — the ones guests are actively drawn to — making your marketing not just more strategic, but more effective.
That means less guessing, more targeting, and better ROI.
Fewer Channels, Smarter Moves
Many respondents report struggling with third-party platforms, citing high commission fees (49%), weak customer support (42%), and loss of direct guest relationships (40%). Meanwhile, their most enjoyable aspect of the job? Personal guest interaction.
A good RMS can help reduce dependency on third-party channels by helping owners confidently forecast and price their direct inventory. When your rates are aligned with what guests are willing to pay — and you know when and how to reach them — you can afford to focus on the channels you control, like your website or email list.
Marketing the Experience, Not Just the Room
Our research shows that independent operators deeply value guest experience — 54% said they most enjoy personal interactions, while others cited managing special events, offering local recommendations, or upgrading property amenities.
But without real visibility into what drives bookings, it’s easy to misread what matters most.
You might discover that demand increases when you highlight pet-friendly stays or family-focused amenities. Seasonal promotions tied to local festivals or events could be driving a meaningful uptick in bookings. You may even find that certain room types perform better during specific times of the year.
With these insights, you stop marketing generically and start marketing intentionally. You showcase the experiences that resonate — and know they’ll convert. And with AI-driven insights from RMS’s like TakeUp, you can even test how different price points affect demand in real time — giving you the agility to market smarter.
Shifting from Reaction to Strategy
Marketing shouldn’t just be about filling beds — it should be about reinforcing the unique story and value of your property. But without insight, even the best marketing becomes reactive. It’s no wonder 38% of operators say revenue management is too time-consuming, and 36% admit they’re uncertain about optimal pricing.
Here’s the truth: marketing pain and pricing pain are two sides of the same coin. And the solution isn’t more effort — it’s better tools.
When you have a Revenue Management System that shows you the full picture — demand patterns, guest willingness to pay, competitor behavior, and revenue performance — you don’t just price better. You market better. You operate better. You grow better.
Marketing Smarter Starts with Seeing the Full Picture
Independent property owners are investing heavily in marketing this year — it’s the top priority for 2025 according to The Voice of Independent Hospitality Report. But without the right tools in place, that investment can feel like guesswork.
A smarter revenue management system doesn’t just help you set better prices. It helps you understand your property’s value, uncover real guest demand, and make more strategic decisions about where and how to market. That’s the kind of clarity that drives bookings, strengthens direct channels, and creates unforgettable guest experiences.
Want to see more insights like these? Download the full Voice of Independent Hospitality Report 2025 to see how others are navigating the same challenges — and what you can do next to grow with confidence.
Kelly Campbell
Marketing Director
TakeUp
