Ask a general manager how they found their last guest messaging tool or housekeeping app and a growing share will say the same thing: it was in the PMS marketplace. The property management system has become the front door to the rest of the hotel tech stack, and the app store attached to it has become a discovery channel in its own right.

For a hotel tech vendor, that raises practical questions. Which marketplaces matter? How crowded are they? What does a listing actually do for pipeline? This comparison sets out the main options side by side, using the figures each operator has published, so you can decide where to invest partner effort first.

What a hotel tech marketplace is

A hotel tech marketplace is a directory where hoteliers browse, compare and connect third-party software, usually attached to a PMS or run as an independent review platform. There are two kinds. PMS marketplaces list apps that have a certified integration with one property management system, and the hotelier can often connect them from inside the PMS. Independent marketplaces list vendors across every PMS and category, with reviews and comparison tools.

The difference matters because the buyer is in a different state of mind in each. In a PMS marketplace, the hotelier has already chosen a core system and is looking to add to it. On an independent marketplace, they are often still building a shortlist. Both sit inside the wider buying journey described in our guide to how hoteliers buy software.

The main marketplaces side by side

Two things stand out. First, every PMS marketplace is crowded: even the smallest listed here has hundreds of apps. Second, the operators compete on openness and certification, not on traffic, so none of them publishes how many hoteliers browse the marketplace each month. Only Hotel Tech Report publishes a monthly audience figure.

Marketplace by marketplace

Mews Marketplace

The Mews Marketplace page leads with "1,000+ integrations. No connection fees." Mews passed that mark in November 2023, when Hospitality Upgrade reported that every integration is certified by Mews's Technical Partner Success team through registration, a certification call and a pilot at a live Mews property. The same announcement describes Mews as powering 15,000 customers across 85 countries.

For a vendor, the takeaway is that certification is a real project, not a form. You need a pilot property on Mews before you are listed, which means your first Mews customer is also your marketplace ticket. With more than a thousand apps listed, the listing itself will not stand out, so plan how you will be found within your category.

Oracle Cloud Marketplace and OHIP

Oracle's June 2025 press release says the Oracle Hospitality Integration Platform now features more than 1,200 partners actively building integrations, with over 650 live on the Oracle Cloud Marketplace. The same release reports more than a 31% year-over-year increase in properties using OPERA Cloud PMS in Oracle's last fiscal year, and 3,500 properties on OPERA Cloud Central.

The gap between partners building and integrations live is worth noticing: a large share of vendors are still in progress. The brands Oracle names in the release include Hyatt, Omni and Rotana, so this marketplace matters most if your ideal customer is a chain or a large full-service hotel.

Cloudbeds Marketplace

The Cloudbeds API page reports 450+ certified integration partners and 20,000+ properties in 150+ countries. It also says what partners get: certified partners receive co-marketing support, early access to new APIs and a dedicated partner success contact. That is more explicit than most operators about the go-to-market side of the partnership.

With 20,000+ properties on the platform, the marketplace suits vendors selling to independents and small groups at volume. Co-marketing is the part to push on. Ask what campaigns, webinars or newsletters are available to partners and what you need to qualify.

Apaleo Store

The Apaleo Store page describes 250+ apps and integrations. Apaleo positions itself around openness: it says it focuses on the core PMS and makes all APIs free and available for third-party apps, and it offers a partner kit with guidelines and collateral for demonstrating the integration. The page also promotes AI agents, such as sales, email and migration agents, as part of the store.

Apaleo's whole pitch is that the hotelier builds the stack app by app around a lean core PMS. That makes the store a place where the buyer expects to choose, which suits vendors with a clear point of difference in their category.

Hotel Tech Report

Hotel Tech Report calls itself the hotel industry app store. Its homepage says 250,000+ hoteliers use it every month, lists 80+ categories of hotel software and claims 60,000+ verified hotelier product reviews. It offers vendor match scoring and one-click quote requests from multiple providers.

Unlike the PMS marketplaces, it is where a hotelier compares you with competitors across every system. Reviews and category rankings carry the weight here. Our guide to how review sites shape hotel tech shortlists covers how to approach it.

Which marketplace fits which vendor

The rule underneath the table is simple: go where your customers already are. Before you commit partner effort, count how many of your current customers and open opportunities sit on each PMS. The marketplace with the biggest overlap is the first one to win, regardless of its headline app count. Our guide on whether to build an integration or partner helps you decide which builds to prioritise.

What a listing does not do

A marketplace listing is a shelf, not a salesperson. Three limits are worth stating plainly.

• It does not create demand. With hundreds or more than a thousand apps per marketplace, a hotelier has to be looking for your category before they find you.

• It does not replace references. A hotelier on Mews or Cloudbeds wants to know which properties on that PMS already use you. A listing with no reviews or named customers converts poorly.

• It does not own the relationship. The PMS controls the marketplace, the ranking and often the partner terms. Treat it as a channel you rent.

This is why integrations sell hotel software only when the sales team uses them: naming the integration in outreach, showing it in the demo and asking PMS partner managers for referrals.

How to work a marketplace as a channel

1. Pick one marketplace based on customer overlap and give it a named owner.

2. Complete the listing as you would a landing page: the problem you solve, the outcome in numbers you can prove, screenshots and a clear call to action.

3. Get at least two reviews or named reference properties on that PMS before you push traffic to the listing.

4. Meet the partner team each quarter. Ask about co-marketing slots, newsletters, events and referral routes.

5. Track marketplace-sourced leads separately in your CRM so you can see whether the channel earns its effort.

Marketplaces are one route into the hotel; partners and referrals are another. Our pieces on the partner programme for management companies and the wider hotel tech GTM strategy show how these channels fit together.

The takeaway

PMS marketplaces have become a real discovery route for hotel software, but they are crowded shelves. Mews lists 1,000+ integrations, Oracle has 650+ live on its marketplace, Cloudbeds has 450+ certified partners and Apaleo 250+ apps. Choose the marketplace where your customers already are, certify properly, fill the listing with proof and work the partner team like a channel. Use Hotel Tech Report for cross-PMS comparison at shortlist stage.

If you are not sure whether your marketplace listings are producing pipeline or just sitting there, a free revenue leak audit will show where discovery is leaking.

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