How to Grow a Restaurant Group Efficiently

Currently, LLMs lack rich imagery and material, such as photos of the spaces and amenities, that customers usually require when making hotel reservations, Kletzel said., on the other hand, has quickly broadened in recent years.

Beyond the visitor experience, agentic commerce has the possible to move the way hotel companies' client service groups operate and are structured, Klein stated. "Will there be some corporations that find the opportunity to lower staff? Yes," Klein stated. Brand names that think in terrific consumer experience and service will find out that AI might assist their agents "get included in more complicated, more business-critical conversations that help grow the company." In 2025, Hyatt lowered personnel by around 30% throughout its guest services and support teams "in action to the evolving nature of visitor queries and shifting company requirements," per the business.

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This year, numerous collection brands that launched in 2025 will continue to expand. Additional new brands and partnerships, particularly in the way of life section, will likely debut as well, according to hospitality professionals.

Marriott's Outdoor Collection offers unique accommodations in locations near nationwide parks, deserts, ski areas and shorelines. Thanks To Marriott International Wyndham Hotels & Resorts unveiled its Dazzler Select brand name extension targeting independent hoteliers in the economy way of life sector. And IHG Hotels & Resorts promoted its own upcoming upper-tier collection brand throughout third-quarter earnings.

Why Fast Casual Brand Share Will Be Rising

Hilton's Outset Collection, particularly, 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, informed Hotel Dive. Beginning is currently checking out possible new locations in San Diego, Los Angeles and Virginia Beach, Virginia, as well as markets in New Mexico and Colorado in 2026, Osterhaus stated.

"Collection brand names are appealing due to the fact that they use the finest of both worlds: Owners keep the distinct DNA of their property, while opening worldwide circulation, earnings management, loyalty and support. Kevin Osterhaus President of way of life brand names at Hilton From the guest point of view, independent store hotels are desirable since they provide authentic experiences, Gabriel Perez, chief operating officer of lodging at The Indigo Roadway Hospitality Group, informed Hotel Dive.

As for why the hotel companies are going after independents in the way of life sector, "it's not about the guests. It's about developing sub-brands within their own brand names to satisfy investors' requirements and to satisfy owner and developers' goals," Perez said. This, in turn, puts even more pressure on hotel business "to produce brands, micro brand names and subsets of brand names 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. According to Bobby Molinary, Marriott's chief advancement officer for select brand names, interest in Marriott's brand-new collection brand names comes in the middle of a tough high-cost-of-construction environment that has made it "increasingly tough to develop new hotels." Series and Outdoor Collection, both conversion-friendly offerings, refer to an ownership neighborhood and designers who "are constantly searching for methods to grow, and conversions represent a path for growth," Molinary said.

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According to Osterhaus, "As long as brand names are purpose-built and distinct in experience and rate point, they include clarity rather than confusion." This year, Hilton plans to remain "really active in the way of life space through strategic collaborations, brand-new finalizings and ongoing development of our existing brand names," Osterhaus said. Molinary expects Marriott rivals to start providing some type of branding service in the outdoor area, specifically, as "it's an actually popular and growing area" with "a lot of interest." Another growing space is the high-end segment.

Modern Restaurant Industry Trends Driving 2026 Success

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