Every December, I spend time reflecting on the year, what we built, what we learned, and how the landscape evolved around us. I’ve kept this habit since before The Percentage Company existed, but this year’s reflection seems to carry a different weight.
2025 was a defining year not only for us as a company but for the entire hospitality and event technology ecosystem across Thailand and Southeast Asia. It was a year of shifting expectations, accelerating digital adoption, and a decisive move away from old, fragmented systems toward more connected, intelligent, and scalable solutions.
This review highlights that journey, our breakthroughs, the insights we gained, the challenges we overcame, and the direction we are taking going into 2026.
The Year Our Platform Evolved Into a Complete Ecosystem
When we founded The Percentage Company, our ambition was never to build a standalone tool or another disconnected component in a hotel’s tech stack. Our vision was far more comprehensive: to create the digital infrastructure that powers both the commercial and operational performance of hospitality and event businesses. And in 2025, this vision became reality.
The Percentage App transformed from a robust booking engine solution, into a full-stack operating ecosystem used by hotels, serviced apartments, co-living operators, event venues, tour providers, villa portfolios, and hybrid business models.
Operators were no longer using our platform as one tool among many; they were orchestrating their entire customer lifecycle within it, from reservations and payment workflows to long-stay billing, CRM, marketing automation, digital experiences, invoicing, and reporting.
For the first time, hospitality and event operators could manage their entire business inside our unified environment.
Integration became essential, not optional
If one industry trend defined 2025, it was the growing frustration with fragmented systems.
Hotels and event venues told us repeatedly that juggling multiple platforms was no longer sustainable. Labour shortages made manual reconciliation more costly. Data inconsistencies created operational risk. And outdated tools slowed down performance at a time when speed and clarity had become essential.
Operators began asking a simple but powerful question: “Why can’t all of this just work together?”
In response, we expanded integrations with PMS platforms, POS systems, accounting tools, event management systems, and payment providers, while also ensuring these integrations operated as part of a seamless workflow rather than isolated sync points.
Tasks that previously required multiple logins and manual data handling could now be completed within one fully connected ecosystem. This change wasn’t merely operational, it reshaped the culture of how our clients teams worked.
Rebuilding Our Booking Engine for Today’s Guest Journey
A major milestone of 2025 was the complete rebuild of our booking engine architecture. Guest expectations have transformed rapidly, demanding:
- instant and mobile-first performance
- personalised journeys
- frictionless checkout flows
- flexible pricing and stay models
- integration with experiences and add-ons
Our new booking engine was designed with these realities at its core.
A New Standard of Speed
Mobile-first markets like Thailand made speed an essential competitive advantage. Faster load times across Asia-Pacific directly boosted conversion rates, especially among travellers researching on mobile devices with inconsistent connectivity.
Flexibility Built Into the Core
The market in 2025 saw explosive growth in long-stay travel, hybrid living, and group bookings. Guests increasingly sought the ability to customize their stay with add-ons, experiences, and multi-room options.
The rebuilt engine supports:
- adaptive monthly and seasonal pricing
- intelligent bundling and upsells
- multi-room and multi-rate booking flows
- integrated experience and package sales
This new level of flexibility empowered operators to unlock new revenue streams and meet evolving guest expectations without relying on external systems.
Scaling Across Hotel Groups and Multi-Venue Portfolios
Nothing demonstrated platform maturity more clearly than our successful deployment across multi-property hotel groups and multi-venue organisations. Managing one property is challenging; managing twenty, thirty, or forty requires deep coordination and real-time clarity.
In 2025, several groups consolidated their operational and commercial workflows within The Percentage ecosystem, enabling:
- portfolio-wide reporting and analytics
- centralised reservations teams
- consistent branding and pricing across locations
- unified guest communication
- cross-property lifecycle marketing
For many of these groups, it was the first time they had a single, reliable source of truth across their entire portfolio. This achievement wasn’t theoretical, it was measured in efficiency gains, revenue uplift, and improved guest satisfaction across real operations.
What 2025 Taught Us
A year of rapid growth also comes with important lessons, and 2025 taught us three major ones.
1. Agility matters more than feature count
While our platform continued to expand its capabilities, the true differentiator was agility. The hospitality market changes quickly, labour conditions shift, demand patterns evolve, digital behaviour fluctuates, and operators face sudden new challenges.
Our ability to respond rapidly, ship improvements, and evolve alongside our clients became a key competitive advantage.
2. Practical automation wins over theoretical AI
AI has dominated global conversation this year, but the hospitality industry remains grounded in practicality. Operators don’t want gimmicks or “nice-to-have” automations, they want technology that directly reduces operational workload.
The most valuable innovations were those that removed manual tasks, prevented errors, simplified reporting, and enabled teams to focus on guest experience rather than administration.
3. Deep integration beats shallow, isolated features
The tools that made the biggest impact in 2025 were those integrated deeply across the ecosystem. A feature connected to payments, CRM, invoicing, and reporting is far more valuable than a standalone widget.
Hotels and venues increasingly want fewer tools, not more, and they want those tools to operate in harmony.
Where We’re Heading in 2026
If 2025 was the year of consolidation and platform unification, 2026 will be the year of intelligence, expansion, and experience-driven innovation.
Advancing AI-Powered Insights
In 2026, we will look to introduce more predictive analytics, natural-language reporting, and intelligent segmentation models designed to make revenue, marketing, and operational decision-making significantly faster and more accurate.
General managers will be able to ask questions like, “How did our ADR compare to the forecast last month?” and receive instant insights. Revenue teams will see automated pricing recommendations. Marketing teams will identify their highest-value segments without manual analysis.
These features aim not to replace expertise, but to amplify it.
Supporting the Rise of Flexible Living
Flexible living, co-living, serviced apartments, hybrid accommodation, corporate housing, is becoming one of the fastest-growing segments in Asia. To support this shift, our 2026 roadmap includes:
- automated recurring billing
- subscription and membership programs
- resident lifecycle CRM
- multi-month and multi-property itineraries
- corporate long-stay workflows
Our aim is to deliver the world’s best digital guest and resident experience for flexible living operators.
Treating Infrastructure as a Core Product
As the platform grows, infrastructure becomes a strategic advantage. In 2026, we will continue strengthening hosting reliability, API performance, redundancy systems, and integration depth to ensure operators have the stability and scalability required in a modern digital environment.
The Vision for 2026: A Unified Guest & Participant Journey
Our long-term vision has always been clear: to enable guests and participants to move through their entire journey, whether for accommodation, events, tours, long-stays, or subscriptions, within a single ecosystem.
By the end of 2026, our goal is that a guest will be able to:
- discover a property or event
- book rooms, long-stays, experiences, or tickets
- check in digitally
- manage payments effortlessly
- receive personalised upsells
- participate in loyalty or subscription programs
- remain engaged long after their stay or event
All without needing to jump between multiple systems. This unified journey will define the next generation of hospitality and event technology, and we are fully committed to building it.
Closing Thoughts
Looking back, 2025 was a transformative year for The Percentage Company. What stands out most is not the sheer number of features we launched or the integrations we deployed, but the increasing clarity of purpose: to help operators run smarter, simpler, and more profitable businesses.
To our clients, partners, and team members, thank you for trusting us, challenging us, and pushing us forward. To every hotelier, event organiser, and flexible-living operator navigating a rapidly changing landscape: we are building for you, and we are excited for what’s ahead.
Here’s to 2026, a year of intelligence, integration, and transformation.
Written By: Edward Kennedy
Co-Founder & Director at The Percentage Company. I started working on websites in 1997 and have been a full-time techie since 2001. I’m committed to leveraging the latest technologies and digital marketing techniques to drive efficiency & improve online sales for our hotel clients. I have a 20+ year track record of success in growing independent hospitality & real estate brands.
