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Currently, LLMs do not have rich images and material, such as images of the spaces and amenities, that consumers normally demand when making hotel bookings, Kletzel said. When this is improved, consisting of by brands exposing their content to LLMs, that will be "a huge leap forward to getting consumers comfy." Hotel visitor loyalty and brand trust, on the other hand, has rapidly broadened in recent years.

Beyond the guest experience, agentic commerce has the potential to move the method hotel business' customer support groups operate and are structured, Klein said. "Will there be some corporations that discover the opportunity to lower personnel? Yes," Klein said. But brands that believe in great customer experience and service will find out that AI could help their agents "get involved in more complicated, more business-critical discussions that help grow the company." In 2025, Hyatt lowered staff by around 30% throughout its guest services and support teams "in response to the evolving nature of visitor questions and shifting service requirements," per the company.

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This year, several collection brands that released in 2025 will continue to expand. Extra brand-new brands and partnerships, particularly in the lifestyle sector, will likely debut as well, according to hospitality experts. In 2025, Marriott launched two collection brands: Series by Marriott, playing in the upscale area in the U.S., and Outdoor Collection, exclusively focused on outdoor lodgings in destinations near national parks, deserts, ski areas and shorelines.

Marriott's Outdoor Collection provides distinct lodgings in destinations near national forests, deserts, ski locations and shorelines. Thanks To Marriott International Wyndham Hotels & Resorts revealed its Dazzler Select brand name extension targeting independent hoteliers in the economy way of life segment. And IHG Hotels & Resorts touted its own forthcoming upper-tier collection brand name throughout third-quarter profits.

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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 presently exploring possible new locations 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 due to the fact that they offer the finest of both worlds: Owners keep the unique DNA of their home, while unlocking worldwide circulation, income management, loyalty and support. Visitors get unique stays with the peace of mind of a relied on brand." "As long as brands are purpose-built and distinct in experience and cost point, they add clarity rather than confusion." Kevin Osterhaus President of lifestyle brands at Hilton From the visitor point of view, independent store hotels are preferable since they provide genuine experiences, Gabriel Perez, primary running officer of lodging at The Indigo Road Hospitality Group, informed Hotel Dive.

As for why the hotel companies are chasing after independents in the lifestyle section, "it's not about the visitors. It's about developing sub-brands within their own brands to please investors' requirements and to satisfy owner and developers' objectives," Perez said. This, in turn, puts even more pressure on hotel business "to develop brand names, micro brand names and subsets of brand names in order to expand their footprint of existing properties," 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 constantly looking for ways to grow, and conversions represent a path for development," Molinary said.

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According to Osterhaus, "As long as brand names are purpose-built and unique in experience and cost point, they include clarity rather than confusion." This year, Hilton plans to remain "extremely active in the way of life space through strategic partnerships, new finalizings and continuous growth of our present brands," Osterhaus stated. Molinary expects Marriott rivals to begin offering some type of branding option in the outdoor area, particularly, as "it's a truly popular and growing space" with "a great deal of interest." Another growing area is the luxury segment.

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