WHITE PAPER

Private Equity Management in Hospitality

25-MINUTE READ | APRIL 2025

WRITTEN BY

Victor Dzhagatspanyan

Business Development
Specialist

Tigran Manvelyan

CTO MiceDesk
(Advisory)

In brief

Fragmentation is the hidden cost of growth. As hotel portfolios expand through mergers, franchising, and third-party brand partnerships, they accumulate incompatible systems that undermine performance, personalization, and visibility.

A centralized data lake is the key to regaining control. Unlike traditional data warehouses, data lakes can ingest and normalize both structured and unstructured data from legacy PMSs, CRMs, and booking engines.

Data unification powers future-ready hospitality. With a flexible architecture in place, hotel operators can automate reporting, optimize pricing, personalize guest experiences, and enable scalable innovation.

Read the full report

By the numbers

Across the hospitality sector, operators are moving from patchwork automation to fully integrated AI-driven systems. Voice remains a powerful sales channel—when enhanced with intelligence.

Our research highlights:

€8.6 billion

in European hotel transactions in 2024 were driven largely by PE firms—up 315% year over year.

40%

IT infrastructure cost reduction achieved by Wyndham Hotels after centralizing its system architecture.

1–2% RevPAR uplift

across portfolios is possible through unified pricing, guest targeting, and group sales automation.

The challenge

Each new acquisition brings incompatible systems—Protel here, Opera Cloud there, plus siloed CRMs and revenue tools—making cross-property coordination impossible.

Franchise agreements often restrict access to guest data, leaving operators blind to customer behavior and loyalty

Reporting depends on manual workarounds like spreadsheets and emails, slowing decision-making and hampering accuracy.

Why now is the time to act

Fragmented infrastructure kills scale.

Without a unified data strategy, hotel groups face rising complexity, delayed decision-making, and limited scalability.

Integration is possible—even with legacy systems.

With data lakes, RPA, and modern ingestion methods, operators can centralize insights without replacing existing tools.

Growth depends on visibility and orchestration.

Unified data infrastructure turns reactive management into proactive execution, powering performance at scale.

A roadmap to data-driven hospitality at scale

In the next 3 months

Audit existing PMS, CRM, RMS, and POS systems to understand the degree of fragmentation across your portfolio.

Identify key operational blind spots where data silos delay reporting or block revenue insights.

In the next 12 months

Launch a centralized data lake that connects modern APIs, legacy PMS platforms, and third-party tools via ETL and RPA.

Enable real-time dashboards and KPI tracking across all properties, with aligned performance definitions.

By year two

Use unified data to automate dynamic pricing, group sales handling, and sustainability tracking.

Deliver personalized guest experiences across properties through centralized guest profiles and behavior-based segmentation.

Where more work is needed

Hotel brand companies need to rethink their data and technology foundations. Traditional tools and isolated systems are no longer enough. To unlock the full value of guest data, brands must build:

Data consolidation. Operators must unify data across PMS, RMS, and CRM platforms—whether cloud-native or legacy.

Guest identity resolution. Build holistic guest profiles that span properties and brands, even in franchised setups.

Automation infrastructure. Replace manual processes with intelligent systems that trigger actions based on real-time data—from pricing updates to ESG alerts.