Profitroom’s Booking Engine 360 has been named Best Tech Product (Over 100 Employees) at the Boutique Hotelier Awards 2026, recognising our continued commitment to building technology that helps hotels strengthen their direct booking performance and drive sustainable growth.
The award was presented in London, where the Boutique Hotelier Awards brought together some of the leading names, innovators and businesses shaping the future of independent and luxury hospitality.
For us, this win is about much more than technology.
It recognises the work of more than 350 Profitroom experts around the world, the partnerships we’ve built with thousands of hotels and resorts, and our shared ambition to create a stronger and more profitable future for hospitality.
Today, Profitroom supports more than 4,500 hotels and resorts globally, combining direct booking technology with industry expertise and a partnership-led approach.
At the heart of this latest recognition is Booking Engine 360 and a philosophy that has shaped its development for years: a hotel booking engine should do more than simply sell a room.
A hotel stay is an experience. It might include dinner, a spa treatment, a round of golf, a special package or any number of extras that make a property distinctive.
Booking Engine 360 is designed to bring those experiences together within a simple, intuitive direct booking journey, helping hotels showcase more of what they offer while building a stronger relationship with their guests.
That approach is delivering measurable results. Across our UK partner portfolio, guests booking directly generate an average booking value 132% higher than those booking through OTA channels, while also staying longer.
But while the technology has evolved, our focus has remained consistent: helping outstanding hotels succeed directly.
Patryk Luszcz, UK Regional Director at Profitroom, said:
“Winning Best Tech Product is an incredible recognition for the whole Profitroom team, but what makes it particularly meaningful is what sits behind the technology. We don’t innovate for the sake of innovation. Everything we build starts with the challenges hoteliers are facing and the opportunities we see to help them drive stronger, more profitable direct business.”
“A hotel isn’t simply selling a bed for the night. It’s selling an experience, and the direct booking journey should give guests the opportunity to discover and book that experience properly. Seeing that approach recognised by Boutique Hotelier is a very proud moment for us.”
Since 2008, Profitroom has continued to evolve alongside the hospitality industry, growing from our beginnings in booking technology into an ecosystem designed to help hotels increase direct reservations, maximise booking value, improve the guest experience and build stronger relationships with their guests.
That evolution continues today.
Guest expectations are rising, AI is beginning to reshape the way travellers discover and interact with hotels, and the digital experiences consumers encounter elsewhere are influencing what they expect when booking a stay.
For independent and boutique hotels, this creates both a challenge and an opportunity.
Their individuality is one of their greatest strengths, yet traditional online booking journeys can struggle to communicate everything that makes a stay distinctive. Closing the gap between the experience a hotel creates and the experience a guest can discover and book online continues to shape the development of Booking Engine 360.
And despite the pace of technological change, conversations with hoteliers remain central to that development.
“The relationship between hotels and their technology partners is changing,” Patryk continued. “Hoteliers don’t just need another supplier or another piece of software. They need partners who understand their business, listen to the challenges they’re facing and continue evolving alongside them.”
“Our hotel partners constantly challenge us, share their ambitions with us and help shape what we build next. That relationship is a huge part of what makes our technology better.”
The Boutique Hotelier Award adds to a growing list of industry recognition for Profitroom and Booking Engine 360.
In 2025, the platform was named Booking, Ordering and Payment Solution of the Year at The Caterer Supplier Awards.
Earlier this year, Profitroom also secured second-place positions across four categories at the 2026 HotelTechAwards, spanning Booking Engine, CRM & Marketing, Website Design and Digital Marketing Agency.
Being recognised again, this time by the UK boutique hotel sector, is another important milestone for Profitroom and the teams behind our technology.
But awards also provide an opportunity to look forward.
“Awards like this give us a moment to celebrate, but they also raise the bar,” Patryk said. “Hospitality is moving incredibly quickly and our job is to keep moving with it and, where we can, stay one step ahead.”
“Most importantly, this belongs to the people behind Profitroom and to the hoteliers who trust us with their direct business every day. There are so many people who have contributed to making Booking Engine 360 what it is today. It’s brilliant to see that collective effort recognised.”
As hotel technology enters its next chapter, Profitroom will continue investing in innovation that makes the booking journey simpler for guests and more powerful for hoteliers.
That means continuing to reduce friction in the direct booking journey, exploring the opportunities created by AI and personalisation, and ensuring hotels have the technology and expertise they need as guest behaviour continues to evolve.
There is plenty more to come.
But for now, being named Best Tech Product (Over 100 Employees) at the Boutique Hotelier Awards 2026 is a milestone worth celebrating.
And one we’re incredibly proud to share with our team and hotel partners.