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Presently, LLMs lack rich images and content, such as pictures of the rooms and amenities, that consumers generally require when making hotel reservations, Kletzel said., on the other hand, has quickly broadened in current years.

Beyond the visitor experience, agentic commerce has the potential to shift the way hotel companies' client service teams run and are structured, Klein said. Yes," Klein said.

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This year, numerous collection brand names that launched in 2025 will continue to expand. Additional new brand names and collaborations, especially in the lifestyle section, will likely debut as well, according to hospitality specialists.

Marriott's Outdoor Collection provides special accommodations in locations near national forests, deserts, ski locations and shorelines. Courtesy of Marriott International Wyndham Hotels & Resorts unveiled its Dazzler Select brand extension targeting independent hoteliers in the economy lifestyle sector. And IHG Hotels & Resorts touted its own upcoming upper-tier collection brand throughout third-quarter earnings.

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Hilton's Start Collection, particularly, has more than 60 hotels in the works across the U.S. and Canada, Kevin Osterhaus, president of lifestyle brands at Hilton, informed Hotel Dive. Outset is currently checking out possible 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 due to the fact that they use the very best of both worlds: Owners keep the special DNA of their residential or commercial property, while unlocking worldwide circulation, profits management, commitment and assistance. Guests get unique stays with the peace of mind of a trusted brand." "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 brands at Hilton From the guest viewpoint, independent store hotels are desirable due to the fact that they offer authentic experiences, Gabriel Perez, chief operating officer of lodging at The Indigo Roadway Hospitality Group, told Hotel Dive.

As for why the hotel companies are going after independents in the way of life segment, "it's not about the visitors. It's about developing sub-brands within their own brands to satisfy investors' requirements and to satisfy owner and designers' goals," Perez stated. This, in turn, puts even more pressure on hotel companies "to produce brand names, micro brands and subsets of brands in order to expand their footprint of existing assets," Davis stated.

Hilton's collection brands' "unique positioning and storytelling continue to drive interest throughout chain scales," Osterhaus stated. According to Bobby Molinary, Marriott's chief advancement officer for choose brands, interest in Marriott's new collection brand names comes amidst a difficult high-cost-of-construction environment that has made it "significantly challenging to develop new hotels." Series and Outdoor Collection, both conversion-friendly offerings, relate to an ownership neighborhood and developers who "are continuously trying to find methods to grow, and conversions represent a course 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 clearness instead of confusion." This year, Hilton plans to remain "very active in the way of life area through tactical collaborations, new signings and ongoing growth of our existing brand names," Osterhaus stated. Molinary expects Marriott rivals to start supplying some type of branding option in the outside space, specifically, as "it's a truly popular and growing space" with "a great deal of interest." Another growing space is the high-end segment.

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That pattern is expected to continue in 2026 as high-end customers drive travel spending and hotel reservations amid a wealth bifurcation at play in the industry. "High-net-worth tourists are expected to stay one of the most trustworthy drivers of worldwide travel costs next year," Giray Boran, handling director of BLG Capital, informed Hotel Dive.