I think this industry is ripe for disruption. For decades the primary services (operations, marketing, customer service, etc) have been primarily focused on, or positioned towards, owners. Which makes sense because it's their asset and they're signing the contract.
However, as the industry becomes more competitive and more tech-savvy and experience-focused travelers begin to make up the bulk of guest reservations, I'm betting we see some transition from "property managers" to "hospitality brands". The services might be the same, but the positioning and primary audience would be entirely different. Owners might pay to work with these boutique companies not just for their basic PM services, but for the audience and revenue they can consistently bring in a competitive environment due to the brand they've created.
This is the road my company is headed down. Some of it's still unknown and aspirational, but I do think there will be opportunity ahead.