The property management system has evolved into the nerve center of modern hotel operations. In 2025, it’s not just the system that keeps rooms occupied and bills paid—it’s the platform shaping guest journeys, enabling staff productivity, powering revenue strategies, and syncing entire technology ecosystems.
HotelTechReport set out to quantify this evolution through a robust, global survey of experienced hotel industry professionals. Our dataset includes 450 vetted hotel operators. The team then narrowed responses to only those who met strict inclusion criteria: each respondent had a minimum of eight years in the industry, managed a property with more than 50 rooms, and had direct experience using at least two different hotel management software platforms.
The findings of this research offer a rare, statistically sound glimpse into how the hotel industry truly perceives its most critical software system. From implementation pain points to innovation wish lists, this report is your guide to where the PMS market stands—and where it’s headed.
According to the upcoming 2026 Hotel PMS Report Research Data, 60% of hoteliers evaluate just two or three PMS vendors before making a decision. That means by the time a vendor gets an email or demo request, the buyer has already ruled out dozens of others.
In this new landscape, the PMS buying journey happens before the sales call—shaped by peer recommendations, integration lists, and review credibility. For vendors, being absent from trusted marketplaces or partner directories now means being invisible to most prospective customers.
If You’re Not in the Top Three, You’re Invisible
The narrowing of the evaluation funnel reflects a broader change in hotel tech buying behavior: buyers are doing more independent research, leaning on online reviews, and trusting their peers.
With shorter evaluation cycles and tighter teams, GMs and IT leaders don’t have time for five demos and RFPs. They’re scanning integration directories, looking at who partners with their PMS, and reading real feedback from operators who look like them.
The message is clear: awareness and credibility determine consideration. Getting shortlisted isn’t just about being good—it’s about being visible, discoverable, and recommended by the right voices.
Ease of Use Beats Features Every Time
When asked what matters most in choosing a PMS, 25% of hoteliers ranked ease of use as their top buying criterion—ahead of price, ROI, or feature depth. Another 23% prioritized price and return on investment, while 17% highlighted integration capabilities.
The takeaway: hotels are tired of systems that require steep learning curves and constant training. The modern PMS buyer expects consumer-grade design—clean dashboards, intuitive workflows, and fast onboarding.
Ease of use isn’t a “nice to have” anymore; it’s a direct driver of ROI. Systems that help staff learn quickly, work efficiently, and make fewer mistakes deliver immediate payback—no complex reporting needed.
Reliability Is the New ROI
In a 24/7 industry, even a few minutes of PMS downtime can mean lost revenue and broken trust. It’s no surprise that 48% of hoteliers say they would consider switching PMS providers if system reliability declined, and 31% list poor customer support as a top trigger for leaving a vendor.
Reliability has become the new ROI metric. Buyers aren’t just asking, “What can your system do?” They’re asking, “Will it work when I need it most?”
The PMS used to be seen as a back-office tool. Now it’s the backbone of daily operations—connected to distribution, payments, guest communication, and more. When it fails, everything does. The next generation of PMS vendors are the ones investing in uptime transparency, robust cloud infrastructure, and proactive support before problems ever reach the front desk.
The PMS Marketplace Mindset
The PMS is no longer a standalone product—it’s the central hub of a hotel’s tech stack. That’s why 44% of hoteliers say integrations with CRMs and operations platforms are “very important,” and 45% want faster integrations and marketplace expansion in future PMS updates.
This marks a philosophical shift: PMS purchasing is becoming a platform decision, not a software decision. Hoteliers are evaluating the size and openness of each vendor’s ecosystem—how easily it connects to their POS, housekeeping tools, and BI dashboards.
The PMS vendors that win are those that embrace an open-API model and cultivate partner marketplaces. The more seamlessly a PMS integrates, the more indispensable it becomes.
Smart Systems Win Smart Buyers
Looking ahead, nearly half of all buyers—49%—say they want AI-driven recommendations and automation built into future PMS updates, and another 49% want enhanced guest personalization.
This appetite for intelligent automation signals the next frontier in PMS innovation. Hoteliers want systems that can anticipate guest needs, flag operational inefficiencies, and suggest revenue opportunities—not just report on them.
But AI only adds value when built on a foundation of reliability and clean data. The most forward-thinking vendors are already combining automation with usability—turning the PMS from a passive record keeper into a proactive business advisor.
Winning Starts Before the Demo
If PMS buyers are only evaluating a few vendors, how can providers ensure they make the shortlist? HotelTechReport’s data suggests a few clear steps:
- Lead with design and usability. Make every interaction intuitive—especially your demo and onboarding.
- Show your ecosystem. List integrations publicly and highlight real partner success stories.
- Earn trust early. Publish uptime metrics, case studies, and transparent customer support data.
- Speak the buyer’s language. Frame every feature in terms of staff productivity and guest satisfaction—not technical specs.
The PMS category has never been more competitive, but it’s also never been clearer what buyers want: simplicity, reliability, and intelligence.
The Bottom Line
The 2026 Hotel PMS Report makes one thing undeniable: the buying journey is getting shorter, but the expectations are getting higher.
Hoteliers are no longer looking for the most feature-rich system—they’re looking for the one that fits their operation and earns their trust from day one. In a market defined by speed, uptime, and integration, the PMS vendors who simplify complexity will continue to dominate the shortlist—and the future of hotel operations.
HotelTechReport is the premier global research platform for hotel technology, serving over 1.5 million industry professionals annually. The platform connects hoteliers with the best technology solutions to improve guest satisfaction and operational efficiency. HotelTechReport is the leading global platform for hotel software reviews, rankings, and buyer education. With over 60,000 verified hotelier reviews and a proprietary scoring system that emphasizes customer outcomes, HotelTechReport is relied on by hoteliers in over 150 countries to make informed technology decisions. The platform is structured to answer common buying questions such as “What’s the best PMS for my hotel?”, and is the most reliable source for hospitality technology research.
