Independent Hotel Operators Face Digital Overload in Technology Decisions

Written by:

Rudi Davis

Date:

18 Sep 2025

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The explosion of hospitality technology options has created a “paralyzing” situation for independent hotels trying to build effective digital operations, according to a leading industry expert. Jennifer Barnwell, President of Curator Hotel & Resort Collection, says the complexity of choices is creating unexpected hurdles for boutique properties.

The Technology Maze

“If you need a property management system to run your hotel operation, there’s probably 20 or 30 choices for you,” Barnwell says. “You need a central reservation system or booking engine, maybe there’s 10 to choose from. You need a revenue management system, maybe there’s 15 or 20 to choose from.”

This proliferation of options, Barnwell argues, creates particular challenges for independent properties that don’t have corporate guidance on technology decisions. “In the independent boutique space, there’s obviously a set list of things that you need to operate. But then every choice, there’s so many choices within that choice, and then they stack upon each other.”

The Integration Challenge

The complexity isn’t just about individual systems, Barnwell notes. “There’s a few companies that do everything, but then you’re not really sure, do they do everything really well, or do they just do one thing and then they bought some others so that they can say they have everything under their one umbrella?”

This integration question becomes particularly critical as properties evaluate emerging technologies. Barnwell says her team conducts intensive reviews every 12-18 months to reassess technology choices. “We look at those we didn’t choose, what happened to them? Did they get purchased by someone else, or did they up their game?”

The AI Evolution

Beyond core systems, Barnwell says artificial intelligence is creating new opportunities, and new decision points, for independent properties. “We’re trying to figure out the right technology that’s really utilizing AI that’s kind of appropriate in our upper upscale, some luxury, indie boutique environment,” she explains.

Her team is currently evaluating AI solutions for specific operational challenges. “We are testing AI voice agents for internal phone calls… Sometimes the phone is just ringing a lot. The poor front desk gets a million phone calls, even though a hotel may have an app where everything is or a screen on the TV where all the information is.”

Solutions Through Scale

To help properties navigate these technology decisions, Barnwell says her organization has developed a collaborative approach. “We do all the analysis, we read the contracts and the invoices and do all the analysis, and then present to our members where the opportunities are.”

This shared evaluation process, she argues, allows independent properties to make more informed technology decisions while maintaining their unique character. “It’s about choice. We want to see it continue to evolve.”