Identifying High-ROI Business Investments in 2026

Currently, LLMs do not have rich images and content, such as pictures of the rooms and amenities, that customers generally demand when making hotel bookings, Kletzel said., on the other hand, has rapidly broadened in recent years.

Beyond the guest experience, agentic commerce has the possible to shift the way hotel companies' consumer service teams operate and are structured, Klein stated. Yes," Klein said.

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This year, numerous collection brand names that introduced in 2025 will continue to broaden. Extra brand-new brands and partnerships, especially in the lifestyle section, will likely debut as well, according to hospitality specialists.

Marriott's Outdoor Collection provides unique accommodations in locations near national parks, deserts, ski locations and coastlines.

Strategic Steps for Restaurant Brand Expansion

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. Outset is currently checking out possible brand-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 since they offer the finest of both worlds: Owners keep the distinct DNA of their home, while unlocking international circulation, profits management, loyalty and assistance. Guests get one-of-a-kind stays with the reassurance of a trusted brand." "As long as brands are purpose-built and distinct in experience and rate point, they add clearness rather than confusion." Kevin Osterhaus President of lifestyle brand names at Hilton From the guest viewpoint, independent shop hotels are preferable because they provide authentic experiences, Gabriel Perez, chief running officer of lodging at The Indigo Road Hospitality Group, told Hotel Dive.

As for why the hotel companies are chasing after independents in the way of life section, "it's not about the guests. It's about creating sub-brands within their own brand names to satisfy investors' needs and to satisfy owner and developers' objectives," 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 business [are] under a remarkable amount of pressure for net system growth." This, in turn, puts a lot more pressure on hotel companies "to produce brands, micro brand names and subsets of brands in order to expand their footprint of existing possessions," Davis said.

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 designers who "are continuously looking for ways to grow, and conversions represent a course for development," Molinary stated.

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This year, Hilton prepares to stay "extremely active in the way of life space through tactical collaborations, brand-new finalizings and ongoing growth of our current brand names," Osterhaus stated. Another growing space is the high-end section.

Evaluating Leading Investment Models for 2026

That trend is expected to continue in 2026 as luxury consumers drive travel costs and hotel bookings amidst a wealth bifurcation at play in the market. "High-net-worth tourists are expected to remain among the most reputable drivers of worldwide travel costs next year," Giray Boran, handling director of BLG Capital, informed Hotel Dive.