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Presently, LLMs do not have rich images and content, such as photos of the spaces and amenities, that consumers normally require when making hotel reservations, Kletzel said., meanwhile, has quickly broadened in current years.

Beyond the guest experience, agentic commerce has the potential to shift the method hotel business' consumer service groups operate and are structured, Klein said. Yes," Klein stated.

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This year, a number of collection brand names that launched in 2025 will continue to expand. Extra new brand names and collaborations, especially in the way of life sector, will likely debut as well, according to hospitality professionals.

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

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Hilton's Start Collection, specifically, has more than 60 hotels in the works across the U.S. and Canada, Kevin Osterhaus, president of way of life brand names at Hilton, told Hotel Dive. Start is currently checking out possible new places in San Diego, Los Angeles and Virginia Beach, Virginia, as well as markets in New Mexico and Colorado in 2026, Osterhaus said.

"Collection brand names are appealing because they offer the finest of both worlds: Owners keep the distinct DNA of their property, while unlocking global circulation, income management, commitment and assistance. Kevin Osterhaus President of lifestyle brand names at Hilton From the guest point of view, independent boutique hotels are preferable due to the fact that they use authentic experiences, Gabriel Perez, chief operating officer of lodging at The Indigo Road Hospitality Group, informed Hotel Dive.

As for why the hotel companies are chasing after independents in the way of life sector, "it's not about the visitors. It's about creating sub-brands within their own brands to satisfy financiers' requirements and to satisfy owner and designers' objectives," Perez said. JLL's Davis echoed that sentiment, telling Hotel Dive that the industry is at the point of, if not past the point of, brand saturation, as "public business [are] under a remarkable quantity of pressure for net unit development." This, in turn, puts a lot more pressure on hotel business "to create brands, micro brands and subsets of brands in order to expand their footprint of existing properties," Davis stated.

Hilton's collection brands' "distinct 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 continuously looking for methods to grow, and conversions represent a course for growth," Molinary said.

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This year, Hilton prepares to remain "extremely active in the lifestyle area through strategic partnerships, brand-new signings and ongoing development of our present brands," Osterhaus stated. Another growing area is the high-end segment.

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That trend is expected to continue in 2026 as high-end customers drive travel spending and hotel reservations amid a wealth bifurcation at play in the market. "High-net-worth travelers are expected to stay one of the most reputable motorists of global travel spending next year," Giray Boran, handling director of BLG Capital, told Hotel Dive.