Profitroom has shared a recap of its two days at the Independent Hotel Show London 2026, where its stand ran under the theme "The race to direct bookings starts here".
A racing theme
The company leaned into the motorsport idea on the show floor. Visitors were invited to play competitive rounds of Mario Kart, and the team handed out sweet treats and gifts throughout the event. Profitroom says the stand was busy across both days, with conversations involving hoteliers, partners and friends from across the industry.
The message behind the fun
Beyond the games, Profitroom used the event to underline a point it makes regularly to independent hotels: the race for the guest is changing. According to the company, winning more direct bookings is not only about driving traffic to a hotel website. It is about removing friction, building trust and creating a booking journey that gives guests every reason to book direct rather than through a third party.
Profitroom says it was valuable to hear first-hand about the opportunities and challenges hoteliers are currently facing, and thanked everyone who stopped by the stand, raced, picked up a treat or simply came to talk, as well as its own team for organising the presence.
Who was there
The post credits members of the Profitroom UK team, including UK Regional Director Patryk Luszcz, and acknowledges show organiser Montgomery Group.
Looking ahead
"The show might be over, but the race to direct bookings is only getting started," the company wrote, signalling that direct booking performance will remain its main focus with UK independent and boutique hotels.
Why it matters
The Independent Hotel Show is a key meeting point for the UK's independent sector. Profitroom's emphasis on friction-free booking journeys and trust reflects a wider push among hotel technology providers to help independents reduce reliance on OTAs and strengthen direct relationships with guests.
Originally published by Profitroom: Profitroom Brings 'Race to Direct Bookings' Theme to Independent Hotel Show London
