SAN FRANCISCO, CA, USA (March 2025) — Revinate, a global leader in hospitality technology, released its highly anticipated annual Hospitality Benchmark Report.

The 2025 Hospitality Benchmark Report features data from January 2024 through December 2024, consisting of over 2.4 billion emails, 23 million text messages, 24 million guest reviews, and 5.9 million calls from hotels worldwide.

This is the 10th consecutive edition of the Hospitality Benchmark Report and is Revinate’s third consecutive year of launching a unified report encompassing various guest communication channels — email, text, voice, and web.

In this year’s report, hoteliers will discover the true value of guest records containing email addresses and phone numbers globally and across North America, Europe, the Middle East and Africa, and Asia Pacific. They can also expect to see revenue data benchmarks as they adopt direct booking strategies and shift share away from OTAs.

From the average booking value of reservations made through the voice channel to room nights booked from a cart abandonment campaign or after guests engage with a newsletter, the report guides hoteliers to understand the importance and value of different marketing tactics that result in direct bookings and ancillary revenues.

Key findings

• Globally, hotels added $9.85 in revenue for every correctly captured email address and $8 for every guest phone number. Hotels in North America captured more revenue per email address and phone number.
• 21% of database records around the world contained an OTA-masked email, representing immense opportunities for hoteliers to unmask these guest email addresses and convert guests to direct bookers.
• In 2024, hoteliers globally earned an average of $941 in upsell revenue — marginally more than they did in 2023. Hoteliers in North America pulled the average up by winning $1,208 in upsell revenue, compared to $836 in EMEA and $872 in APAC.
• With the voice channel, hoteliers in North America earned an incremental $1,748 in revenue per room per year from outbound calls.

The report also includes data across hotel room counts, hotel star ratings (where applicable), and different regions within Europe and Asia Pacific. This enables hoteliers to benchmark themselves within their category, which is highly beneficial and provides them with on-point performance metrics in their region.

“Our 2025 Hospitality Benchmark Report was crafted to arm hoteliers with the insights needed to drive direct bookings. They can navigate trends, optimize performance, and exceed guest expectations,” explained Karen Stephens, Chief Marketing Officer at Revinate. “We’re excited to provide hoteliers with detailed metrics and actionable insights to support their ongoing success.”

The report presents an opportunity for hoteliers to translate data into action. Different sections of the report contain customer stories, best practices, and more, enabling hoteliers to unearth successful strategies and get inspiration from their peers. With these insights, hoteliers can adjust their daily business decisions to drive revenue and enhance guest satisfaction.

Access the 2025 Hospitality Benchmark Report here. 

About Revinate

Revinate is a direct booking platform that leads the hospitality industry in driving direct revenue and increased profitability.

Our products and our people combine to give hoteliers the superpowers they need to crush their goals. With Revinate, hoteliers shift share away from OTAs and drive tangible results across an individual property or a portfolio. Our industry-leading, AI-powered customer data platform collects, unifies, and synthesizes data to give hoteliers a foundational advantage.

Hoteliers gain critical intelligence — guest lifetime spend, stay preferences, ancillary revenue, and more. With Revinate’s Rich Guest Profiles™ data, hoteliers don’t need to guess who their most profitable guests are or struggle to drive conversions across email, voice, messaging, and digital channels.

Revinate’s direct booking platform and omnichannel communication technology powers 950+ million Rich Guest Profiles across 12,500+ hotels to drive over $17.2 billion in direct revenue.

Media Team
Media team | Revinate
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