The 2026 independent hotel revenue benchmark
Direct-booking share, RevPAR trends and distribution costs across boutique properties — the numbers the chains usually keep to themselves.
Independents that actively manage their direct channel are pulling away from those that don't. The gap is widening — and it's measurable.
Each quarter we aggregate anonymized performance across the independent and boutique properties on HotelGauge to publish benchmarks owners can actually use. Here's the headline picture for 2026.
Direct share is the dividing line
The single clearest split in the data is between properties that actively market their direct channel and those that treat the OTAs as their marketing department. The former are growing RevPAR meaningfully faster and keeping far more of every dollar.
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