For independent hotels
Every good hotel has something guests can't get anywhere else. ValuNova helps you define it, make sure the right guests find it across every channel and see that your team delivers it every stay.
Sound familiar?
Running an independent hotel in the UK has rarely been harder. Costs are up, rate growth is thin and the way guests find and book hotels is changing fast.
Our costs keep rising but our rates can't keep up.
Wages are up and business rates relief has gone. Holding GOP means every room night and every guest has to work harder.
The OTAs own too many of our guests.
Commission eats margin, OTA bookings cancel more often and guests who find you on an OTA rarely come back to book direct.
Guests are finding hotels in ways we can't see.
Travellers now ask AI tools and social platforms where to stay. Hotels without a clear, well described identity simply don't get recommended.
We don't always deliver what we promise.
With tight staffing, consistency is hard. Review scores dip, repeat guests fall and the team is not always sure what the hotel really stands for.
Sources: CoStar (UK RevPAR Q1 2026; wage cost impact), MMGY Travel Intelligence Portrait of European Travellers 2026 (AI use), published OTA commission ranges.
What good looks like
The hotels holding their ground share a few things in common.
How we help
We start with your proposition: who your hotel is for and why they should choose you over the comp set. Get that right and your channels, your offers and your team all work harder.
| The challenge | What we do | What it moves |
|---|---|---|
| Looking like the rest of the comp set | Define a clear identity and proposition: who you are for and why they should book you. | ADRConversionReview scores |
| Too much OTA dependency | Give guests a clear reason to book direct and align your website, offers and rate strategy behind it. | Direct mixDistribution costNet RevPAR |
| Hard to find in search and AI | Make your identity clear and consistent across your website, OTA listings, Google and AI tools. | VisibilityLook to bookDirect demand |
| Soft midweek and shoulder season | Build packages and propositions for the right segments in your weaker need periods. | OccupancyRevPAR |
| Low spend per stay | Design F&B, package and upsell offers that fit your guests and feel like part of the stay. | TRevPARSpend per guest |
| Inconsistent delivery | Map the guest stay, set standards around your proposition and bring the team with you. | Review scoresRepeat guest rate |
| Rising operating costs | Apply practical AI and automation to routine guest requests and admin so staff focus on guests. | Labour costGOPPARService levels |
Every recommendation comes with a clear business case, so you can see what each change should return before you commit.
How it works
Every hotel is different, so the work starts with the issue that matters most to you, whether that is rate, direct bookings, guest experience or all three.
A thorough review of what drives your performance: reviews and guest feedback, website and booking path, OTA listings, search and AI visibility, pricing, comp set and the stay itself.
Clear, prioritised recommendations and a practical plan, with the business case behind each one. That could be a sharper proposition, a direct booking plan or a set of quick wins.
As much or as little support as you need to put the plan into action, from hands-on delivery with your team to regular check-ins.
Why work with me
I spent years on the buying side of travel at British Airways Holidays, TUI, lastminute.com and Virgin Holidays, deciding which hotels were put in front of travellers and why. I know what makes a guest choose one hotel over another.
You work with me directly from start to finish. No handoffs and no junior team.
Not a hotel? We also work with tour operators, travel agents, transport and attractions.
View the travel page →Get in touch
A short conversation is usually enough to see whether I can help and where to start. Or request a free assessment of one of your hotels and we'll send it within five working days.
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ValuNova Consulting Ltd · Registered in England and Wales no. 17266840 · Registered office 19 Queen Street, Caversham, Reading RG4 7RB