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Presently, LLMs do not have abundant images and material, such as photos of the spaces and features, that customers typically demand when making hotel bookings, Kletzel said., meanwhile, has quickly expanded in current years.

Beyond the guest experience, agentic commerce has the possible to shift the way hotel business' client service groups run and are structured, Klein said. "Will there be some corporations that find the chance to lower staff? Yes," Klein said. However brands that believe in terrific consumer experience and service will find out that AI might help their agents "get involved in more complex, more business-critical conversations that help grow business." In 2025, Hyatt minimized staff by around 30% across its guest services and assistance groups "in reaction to the progressing nature of guest queries and moving service needs," per the business.

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This year, numerous collection brands that introduced in 2025 will continue to expand. Additional new brands and partnerships, particularly in the lifestyle section, will likely debut also, according to hospitality experts. In 2025, Marriott released 2 collection brand names: Series by Marriott, playing in the upscale area in the U.S., and Outdoor Collection, exclusively concentrated on outside accommodations in destinations near nationwide parks, deserts, ski locations and shorelines.

Marriott's Outdoor Collection offers distinct lodgings in destinations near nationwide parks, deserts, ski areas and shorelines.

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Hilton's Outset Collection, specifically, has more than 60 hotels in the works throughout the U.S. and Canada, Kevin Osterhaus, president of lifestyle brand names at Hilton, told Hotel Dive. Beginning is presently exploring possible brand-new places in San Diego, Los Angeles and Virginia Beach, Virginia, in addition to markets in New Mexico and Colorado in 2026, Osterhaus said.

"Collection brand names are appealing since they offer the best of both worlds: Owners keep the distinct DNA of their home, while opening worldwide circulation, earnings management, commitment and support. Kevin Osterhaus President of way of life brand names at Hilton From the visitor perspective, independent store hotels are desirable since they provide genuine experiences, Gabriel Perez, chief running officer of lodging at The Indigo Roadway Hospitality Group, told Hotel Dive.

As for why the hotel business are chasing after independents in the lifestyle sector, "it's not about the visitors. It's about producing sub-brands within their own brand names to please financiers' requirements and to please owner and developers' goals," Perez said. JLL's Davis echoed that belief, telling Hotel Dive that the market is at the point of, if not past the point of, brand name saturation, as "public business [are] under a significant quantity of pressure for net system development." This, in turn, puts even more pressure on hotel companies "to produce brands, micro brand names and subsets of brand names in order to expand their footprint of existing possessions," Davis stated.

Hilton's collection brands' "distinct positioning and storytelling continue to drive interest across 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 course for development," Molinary said.

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

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That trend is anticipated to continue in 2026 as high-end customers drive travel costs and hotel reservations in the middle of a wealth bifurcation at play in the industry. "High-net-worth tourists are anticipated to stay among the most trustworthy motorists of global travel costs next year," Giray Boran, managing director of BLG Capital, informed Hotel Dive.