According to Phocuswright and h2c’s Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties, independents will generate US$68.1 billion in room revenue this year. Although this represents less than 30% of all hotel revenue, that’s still a significant volume – bigger than car rental, tour and cruise combined. Despite their size, independent lodging suppliers operate at a disadvantage. Many lack the resources, tools and expertise to compete with chains and each other. Their makeup is quite fragmented (inns, B&Bs, resorts, hotels/motels), making it hard for properties to band together for the greater good and consolidate marketing and distribution. In many cases, independents are on their own when making important pricing and channel management decisions, and that often means being left behind. Get the full story at Tnooz