Analyzing Fast Casual Market Growth Data for 2026

Currently, LLMs do not have abundant images and content, such as photos of the rooms and features, that consumers usually require when making hotel bookings, Kletzel said. When this is improved, including by brand names exposing their content to LLMs, that will be "a huge leap forward to getting consumers comfy." Hotel guest loyalty and brand trust, on the other hand, has actually quickly broadened over the last few years.

Beyond the visitor experience, agentic commerce has the potential to move the method hotel business' consumer service teams run and are structured, Klein stated. Yes," Klein stated.

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This year, several collection brand names that launched in 2025 will continue to broaden. Additional brand-new brand names and collaborations, particularly in the way of life section, will likely debut as well, according to hospitality professionals.

Marriott's Outdoor Collection offers unique accommodations in destinations near national forests, deserts, ski locations and coastlines. Courtesy of Marriott International Wyndham Hotels & Resorts revealed its Dazzler Select brand extension targeting independent hoteliers in the economy way of life sector. And IHG Hotels & Resorts touted its own forthcoming upper-tier collection brand during 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 brand names at Hilton, informed 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 stated.

"Collection brand names are appealing due to the fact that they offer the best of both worlds: Owners keep the distinct DNA of their residential or commercial property, while unlocking global distribution, earnings management, commitment and assistance. Visitors get one-of-a-kind stays with the peace of mind of a relied on brand name." "As long as brands are purpose-built and distinct in experience and price point, they add clearness instead of confusion." Kevin Osterhaus President of way of life brands at Hilton From the visitor perspective, independent store hotels are preferable since they use authentic experiences, Gabriel Perez, primary running officer of accommodations at The Indigo Roadway Hospitality Group, informed Hotel Dive.

As for why the hotel companies are chasing after independents in the way of life section, "it's not about the visitors. It's about creating sub-brands within their own brand names to please financiers' requirements and to please owner and developers' goals," Perez stated. This, in turn, puts even more pressure on hotel business "to create brand names, micro brands and subsets of brands in order to expand their footprint of existing assets," Davis said.

Hilton's collection brand names' "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 neighborhood and developers who "are constantly looking for ways to grow, and conversions represent a course for development," Molinary stated.

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This year, Hilton plans to remain "very active in the lifestyle area through strategic collaborations, new signings and ongoing growth of our present brands," Osterhaus stated. Another growing space is the high-end section.

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That pattern is anticipated to continue in 2026 as luxury consumers drive travel costs and hotel reservations amidst a wealth bifurcation at play in the industry. "High-net-worth travelers are expected to remain among the most trusted drivers of international travel costs next year," Giray Boran, handling director of BLG Capital, told Hotel Dive.