Independent accommodations accelerate AI use in a more demanding 2026 market

As Independent Accommodation Day takes place today, 24 March, industry data suggests independent accommodation providers are increasingly turning to practical AI tools to improve efficiency and stay competitive in a more demanding market. The shift comes as PwC’s latest hotels forecast says the UK hotel sector enters 2026 with “a sense of resilience and renewed confidence,” supported by strong international demand, event-led travel and a steady recovery in domestic leisure. PwC forecasts 1.5% RevPAR growth and 1.2% occupancy growth across the UK regions in 2026. But, it also points to ongoing cost pressure, tighter margins and softer rate growth, increasing the need for operators to find new efficiencies.

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