Analyzing Restaurant Sector Share Trends for 2026

Currently, LLMs do not have abundant images and material, such as photos of the spaces and features, that consumers usually require when making hotel bookings, Kletzel said., meanwhile, has rapidly expanded in current years.

Beyond the guest experience, agentic commerce has the prospective to shift the method hotel business' consumer service groups run and are structured, Klein stated. Yes," Klein said.

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This year, numerous collection brand names that released in 2025 will continue to broaden. Extra brand-new brands and collaborations, particularly in the lifestyle segment, will likely debut also, according to hospitality experts. In 2025, Marriott introduced 2 collection brand names: Series by Marriott, playing in the upscale space in the U.S., and Outdoor Collection, exclusively focused on outdoor lodgings in locations near national parks, deserts, ski locations and shorelines.

Marriott's Outdoor Collection uses distinct accommodations in locations near national forests, deserts, ski areas and coastlines. Courtesy of Marriott International Wyndham Hotels & Resorts revealed its Dazzler Select brand extension targeting independent hoteliers in the economy lifestyle segment. And IHG Hotels & Resorts promoted its own upcoming upper-tier collection brand name during third-quarter earnings.

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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, informed Hotel Dive. Beginning is currently exploring 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 due to the fact that they offer the very best of both worlds: Owners keep the unique DNA of their property, while unlocking global circulation, revenue management, loyalty and support. Guests get unique stays with the reassurance of a trusted brand name." "As long as brands are purpose-built and distinct in experience and rate point, they add clarity rather than confusion." Kevin Osterhaus President of way of life brands at Hilton From the visitor point of view, independent store hotels are desirable due to the fact that they use genuine experiences, Gabriel Perez, primary operating officer of lodging at The Indigo Roadway Hospitality Group, told Hotel Dive.

As for why the hotel companies are chasing independents in the way of life segment, "it's not about the visitors. It's about creating sub-brands within their own brands to satisfy financiers' needs and to satisfy owner and developers' goals," Perez said. JLL's Davis echoed that sentiment, informing Hotel Dive that the market is at the point of, if not past the point of, brand name saturation, as "public business [are] under a tremendous quantity of pressure for net unit development." This, in turn, puts even more pressure on hotel business "to create brands, micro brands and subsets of brand names 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. According to Bobby Molinary, Marriott's primary development officer for choose brands, interest in Marriott's brand-new collection brands comes amidst a difficult high-cost-of-construction environment that has made it "progressively difficult to build new hotels." Series and Outdoor Collection, both conversion-friendly offerings, refer to an ownership neighborhood and developers who "are constantly searching for ways to grow, and conversions represent a path for development," Molinary stated.

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This year, Hilton prepares to stay "very active in the way of life space through strategic partnerships, new finalizings and continuous growth of our current brand names," Osterhaus stated. Another growing area is the luxury section.

Why Fast Casual Brand Share Is Surging

That trend is anticipated 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 anticipated to stay one of the most dependable motorists of international travel spending next year," Giray Boran, managing director of BLG Capital, informed Hotel Dive.