Analyzing Restaurant Sector Share Data for 2026

Presently, LLMs lack abundant images and content, such as pictures of the spaces and features, that consumers generally demand when making hotel reservations, Kletzel said., meanwhile, has quickly broadened in recent years.

Beyond the guest experience, agentic commerce has the prospective to move the method hotel companies' customer service teams operate and are structured, Klein stated. Yes," Klein stated.

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This year, a number of collection brands that launched in 2025 will continue to broaden. Extra brand-new brands and collaborations, especially in the way of life sector, will likely debut too, according to hospitality professionals. In 2025, Marriott launched two collection brand names: Series by Marriott, playing in the high end area in the U.S., and Outdoor Collection, solely concentrated on outside accommodations in locations near national forests, deserts, ski locations and shorelines.

Marriott's Outdoor Collection uses unique lodgings in destinations near national forests, deserts, ski locations and coastlines. Courtesy of Marriott International Wyndham Hotels & Resorts revealed its Dazzler Select brand extension targeting independent hoteliers in the economy lifestyle section. And IHG Hotels & Resorts touted its own upcoming upper-tier collection brand during third-quarter earnings.

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Hilton's Beginning 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, told Hotel Dive. Outset is currently checking out 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 brand names are appealing because they provide the finest of both worlds: Owners keep the unique DNA of their property, while opening worldwide circulation, revenue management, loyalty and support. Visitors get one-of-a-kind stays with the reassurance of a trusted brand name." "As long as brand names are purpose-built and distinct in experience and rate point, they include clearness instead of confusion." Kevin Osterhaus President of way of life brand names at Hilton From the guest point of view, independent boutique hotels are preferable because they provide genuine experiences, Gabriel Perez, chief running officer of lodging at The Indigo Road Hospitality Group, told Hotel Dive.

As for why the hotel business are chasing after independents in the lifestyle section, "it's not about the visitors. It's about producing sub-brands within their own brands to please financiers' requirements and to satisfy owner and designers' goals," Perez stated. This, in turn, puts even more pressure on hotel business "to produce brand names, micro brand names and subsets of brands in order to broaden their footprint of existing properties," 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 neighborhood and developers who "are continuously looking for methods to grow, and conversions represent a path for growth," Molinary stated.

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This year, Hilton prepares to remain "very active in the way of life space through strategic partnerships, brand-new finalizings and ongoing growth of our existing brand names," Osterhaus said. 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 costs and hotel reservations in the middle of a wealth bifurcation at play in the industry. "High-net-worth tourists are anticipated to remain among the most reliable motorists of global travel costs next year," Giray Boran, managing director of BLG Capital, informed Hotel Dive.