Sydney, Australia – New research by SiteMinder, the world’s leading hotel guest acquisition and revenue platform, reveals that 65% of hoteliers believe faster, fully integrated systems could unlock at least 6% more annual revenue—representing billions in opportunity across the $1.2 trillion global accommodation sector.
The August survey, which drew responses from 700 hoteliers across diverse roles and property sizes in key destination markets including the US, France, Spain, Mexico, Indonesia and Australia, examined hotel revenue management practices, technology adoption and the barriers facing the industry today.
When asked about the impact of being able to act instantly on market shifts—such as competitor rate changes, new flight routes or demand-driving events—the largest share (39%) expected a 6–10% uplift, 22% predicted a 11–15% rise, while 4% foresaw gains of up to 25%.
The survey also revealed key operational and technology trends that underscore the industry’s readiness for innovation:
- Speed-to-market is increasingly critical: Nearly all hoteliers (93%) say speed has grown in importance over the past year. Fifty-eight percent now consider it ‘business critical’, with 45% reporting they miss revenue opportunities at least weekly because they cannot act fast enough.
- Manual processes remain common: 36% report updating pricing monthly or less, and 79% spend over 11 hours weekly on tasks that could be automated.
- AI adoption is rising: 49% are actively seeking AI solutions, with 43% open to exploring AI-driven recommendations.
The release of the research coincides with SiteMinder’s Sync event in Sydney, where the company announced deepening relationships with the world’s leading Property Management Systems (PMSs). Cloudbeds, Mews, Oracle and RMS were unveiled as inaugural partners for SiteMinder UltraSync, the company’s next-generation connectivity capabilities designed to enable real-time, two-way updates to pricing, restrictions and reservations between SiteMinder’s platform and a property’s PMS. Through UltraSync, properties will gain greater control over their revenue strategy and the ability to respond faster to market opportunities.
Our research reinforces the vision we’ve been advancing within the industry for many years: the future of hotel revenue optimisation lies in seamless connectivity that eliminates manual processes and transforms insights into immediate action. With UltraSync’s unifying integration—built around a shared vision with our partners—hotels will have the ability to operate as dynamically as the markets they serve. Pricing decisions will flow automatically to the PMS, while reservation data will return to inform smarter strategies, transforming hours of manual work into instant, intelligent execution—empowering hotels to shape market dynamics rather than simply respond to them. Leah Rankin, Chief Product Officer at SiteMinder
The company also unveiled SiteMinder iQ, an AI engine purpose-built to transform its vast data ecosystem into actionable insights. Processing 130 million bookings across 260 million room nights annually, SiteMinder has access to the most comprehensive historical and localised forward-looking dataset in the world. SiteMinder iQ will serve as the intelligence backbone, powering smarter decisions at every touchpoint across the platform.
The overwhelming readiness for AI solutions in this research tells us the industry has reached a tipping point
, Rankin added. This combination of appetite for change and technological capability creates an unprecedented opportunity: a future where insights flow directly into action, enabling hotels to better find, convert and optimise their ideal guests at the right price.
Both SiteMinder UltraSync and SiteMinder iQ have been earmarked as central to the next era of SiteMinder’s Smart Platform, embedding seamless connectivity and enhanced intelligence more deeply within hotel revenue management.
About SiteMinder
SiteMinder Limited (ASX:SDR) is the name behind SiteMinder, the world’s leading hotel distribution and revenue platform, and Little Hotelier, an all-in-one hotel management software that makes the lives of small accommodation providers easier. The global company is headquartered in Sydney with offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London, Manila and Mexico City. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 125 million reservations worth over US$50 billion in revenue for its hotel customers each year. For more information, visit siteminder.com.
Zoë Lee
Senior Director of Corporate Communications
+61 2 9056 7415
