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Currently, LLMs lack abundant images and material, such as photos of the rooms and facilities, that customers generally require when making hotel bookings, Kletzel stated., on the other hand, has actually rapidly expanded in recent years.

Beyond the guest experience, agentic commerce has the potential to shift the method hotel business' customer care groups run and are structured, Klein said. "Will there be some corporations that discover the opportunity to lower personnel? Yes," Klein said. However brands that think in fantastic client experience and service will discover that AI could help their agents "get included in more complex, more business-critical discussions that help grow business." In 2025, Hyatt reduced personnel by around 30% across its guest services and assistance teams "in response to the evolving nature of guest inquiries and moving company requirements," per the business.

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This year, a number of collection brands that launched in 2025 will continue to broaden. Additional brand-new brands and partnerships, especially in the lifestyle sector, will likely debut as well, according to hospitality professionals.

Marriott's Outdoor Collection provides unique lodgings in locations near national parks, deserts, ski areas and shorelines.

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Hilton's Outset Collection, particularly, has more than 60 hotels in the works across the U.S. and Canada, Kevin Osterhaus, president of lifestyle brand names at Hilton, informed Hotel Dive. Start is presently exploring possible new locations in San Diego, Los Angeles and Virginia Beach, Virginia, along with markets in New Mexico and Colorado in 2026, Osterhaus said.

"Collection brands are appealing because they use the finest of both worlds: Owners keep the special DNA of their residential or commercial property, while opening international circulation, profits management, loyalty and assistance. Visitors get unique stays with the peace of mind of a relied on brand." "As long as brand names are purpose-built and unique in experience and rate point, they add clearness instead of confusion." Kevin Osterhaus President of lifestyle brands at Hilton From the visitor perspective, independent store hotels are desirable because they use genuine experiences, Gabriel Perez, primary running officer of accommodations at The Indigo Roadway Hospitality Group, informed Hotel Dive.

However, when it comes to why the hotel companies are going after independents in the lifestyle section, "it's not about the guests. It's about producing sub-brands within their own brand names to please financiers' needs and to satisfy owner and developers' goals," Perez stated. JLL's Davis echoed that sentiment, informing Hotel Dive that the industry is at the point of, if not past the point of, brand saturation, as "public companies [are] under an incredible quantity of pressure for net unit growth." This, in turn, puts much more pressure on hotel business "to create brands, micro brands and subsets of brands in order to expand their footprint of existing assets," Davis stated.

Hilton's collection brand names' "unique positioning and storytelling continue to drive interest throughout chain scales," Osterhaus stated. Series and Outdoor Collection, both conversion-friendly offerings, pertain to an ownership community and developers who "are constantly looking for ways to grow, and conversions represent a path for development," Molinary stated.

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According to Osterhaus, "As long as brands are purpose-built and unique in experience and price point, they include clearness instead of confusion." This year, Hilton prepares to remain "very active in the way of life area through strategic partnerships, new finalizings and continuous growth of our current brand names," Osterhaus stated. Molinary expects Marriott rivals to start supplying some type of branding service in the outdoor space, particularly, as "it's a really popular and growing space" with "a lot of interest." Another growing area is the high-end segment.

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That pattern is expected to continue in 2026 as high-end consumers drive travel spending and hotel bookings amid a wealth bifurcation at play in the market. "High-net-worth tourists are expected to remain one of the most reputable motorists of international travel costs next year," Giray Boran, handling director of BLG Capital, informed Hotel Dive.