Evaluating Leading Franchise Models for 2026

Currently, LLMs do not have abundant images and content, such as images of the rooms and features, that customers typically require when making hotel bookings, Kletzel stated., on the other hand, has actually quickly expanded in current years.

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

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This year, numerous collection brand names that introduced in 2025 will continue to expand. Additional brand-new brands and collaborations, especially in the way of life segment, will likely debut too, according to hospitality specialists. In 2025, Marriott launched 2 collection brand names: Series by Marriott, playing in the high end area in the U.S., and Outdoor Collection, specifically focused on outside lodgings in destinations near national forests, deserts, ski areas and coastlines.

Marriott's Outdoor Collection uses special accommodations in locations near national forests, deserts, ski locations and coastlines. Thanks To Marriott International Wyndham Hotels & Resorts unveiled its Dazzler Select brand extension targeting independent hoteliers in the economy way of life section. And IHG Hotels & Resorts touted its own forthcoming upper-tier collection brand during third-quarter revenues.

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Hilton's Start Collection, specifically, has more than 60 hotels in the works throughout the U.S. and Canada, Kevin Osterhaus, president of way of life brands at Hilton, told Hotel Dive. Outset is currently checking out 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 brands are appealing because they offer the best of both worlds: Owners keep the unique DNA of their residential or commercial property, while opening worldwide distribution, earnings management, commitment and support. Visitors get one-of-a-kind stays with the peace of mind of a trusted brand name." "As long as brand names are purpose-built and unique in experience and cost point, they include clarity rather than confusion." Kevin Osterhaus President of lifestyle brand names at Hilton From the guest perspective, independent store hotels are desirable since they offer authentic experiences, Gabriel Perez, chief running officer of accommodations at The Indigo Road Hospitality Group, informed Hotel Dive.

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

Hilton's collection brand names' "distinct positioning and storytelling continue to drive interest throughout chain scales," Osterhaus said. 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 development," Molinary said.

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According to Osterhaus, "As long as brands are purpose-built and distinct in experience and rate point, they include clarity instead of confusion." This year, Hilton plans to stay "really active in the way of life area through strategic partnerships, new finalizings and ongoing development of our present brands," Osterhaus said. Molinary expects Marriott competitors to start supplying some kind of branding service in the outside space, specifically, as "it's a really popular and growing area" with "a great deal of interest." Another growing area is the high-end segment.

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That pattern 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 one of the most reputable motorists of worldwide travel spending next year," Giray Boran, managing director of BLG Capital, told Hotel Dive.