2026 hotel trends
The pace of change within hospitality is accelerating, but more importantly, it is becoming more intentional. As we look toward 2026, the brands that stand out won’t just be the ones moving faster; they’ll be the ones moving deeper, finding fresh ways to stand out in an increasingly crowded landscape. We’ve reached a point where it’s no longer enough for a hotel to be beautiful—it has to be interesting.
Social media continues to push us to rethink our physical spaces, challenging us to use bold concepts and unique experiences to capture attention in a world that rarely slows down. From the intuition of AI-led travel and the reclaimed luxury of a long, slow breakfast, to the intimacy of dinner parties and creative partnerships, hotels are finding new ways to truly connect. This next chapter of hospitality is deeply personal, inherently creative, and built entirely around the feeling of the experience.
AI-Curated Travel
AI is quickly becoming the ultimate travel companion, moving beyond simple searches to help people plan trips, compare hotels, and suggest destinations before they’ve even realized they want to go. The more we interact with these tools, the smarter they get—learning our rhythms, how we like to move through a city, and exactly what we might want to experience next.
For hotels, this shifts the focus of how they are discovered. Soon, it won’t just be about a polished website or a strong gallery of photos; it will be about how visible and "readable" a property is to AI. Clean information, consistent listings, and authentic storytelling will matter more than ever, helping algorithms make the right recommendations so that by the time a traveler finds you, it already feels like the perfect fit.
Inside the hotel, AI is already quietly streamlining the day-to-day, from optimizing staff rosters to managing bookings and speeding up service. Guests will adapt to these efficiencies quickly, leaning into the instant answers that make a stay feel effortless. The real challenge for us will be keeping the experience human—using AI to handle the logistics so we have more room to provide the warmth and intuition that technology can’t replicate.
Connection and Privacy
Travel in 2026 is defined by the luxury of choice. Guests no longer want to choose between social connection or total privacy; they want both, served in different doses depending on their mood. Some arrive for the collective energy of the lobby, while others are looking for a quiet corner to disappear into, and most want the freedom to move between the two as it suits them.
This balance is changing how we activate our spaces. We’re seeing a rise in communal opportunities like supper clubs, sauna sessions, and shared wellness rituals, but these are being balanced by deeply personal moments—think curated picnics in the park, elevated in-room dining, or nooks designed specifically for recharging. The hotels that get this right will make connection feel easy and privacy feel effortless.
Experiences That Earn Attention
Guests today are looking for more than just a room; they want a narrative they can inhabit and a story worth sharing. In a world where we’re constantly invited to turn our experiences into content, genuine creativity is the only thing that actually makes people stop and listen.
It’s about creating moments that feel curated rather than scheduled. Think of the shift from simply showing a sports match on a screen to hosting an F1 or Grand Slam activation—where signature cocktails and the energy of the court transform a lounge space.
We’re seeing this come to life through deeper, more intentional touchpoints. It’s the collaborative dinner where a guest chef or winemaker brings a new soul to the dining room for one night only, or the 'post-dinner ritual'—those small, thoughtful moments that ensure the magic doesn't just end when the dessert plates are cleared. Even the way we build partnerships is evolving; rather than standard retail, we’re seeing 'cultural takeovers,' like a neighborhood bookshop moving into a lobby. These aren't just PR opportunities; they are unfiltered, community-driven moments that make a guest feel truly seen. When we build these experiences, we aren’t just selling a stay—we’re inviting people into a lifestyle they want to return to.
Dinner Parties Continue to Grow
Social dining is finding a new life as friends and families look for ways to slow down and share time in a fresh environment. At the same time, supper clubs and communal tables are giving strangers a rare reason to actually connect over good wine and conversation. Hotels have always been places where paths cross, but we are finally learning how to turn those crossings into genuine connections.
Hotels are refining how they host these moments, offering more flexible booking options, incentives for larger groups, and creative menus designed specifically for sharing. Beyond the atmosphere, group dining is a smart way to fill quiet nights and bring a sense of soul back into spaces that might otherwise sit empty.
Breakfaaaaaaaaast
For too long, hotel breakfast has been a matter of efficiency—a narrow service window and a quick buffet before the checkout rush. That’s finally changing as breakfast finds a slower, more intentional rhythm built on quality over quantity.
With flexible work patterns and later starts, it makes sense to extend those hours and let breakfast naturally blend into brunch. It spreads out the morning rush, invites the local community in, and gives guests a reason to linger. Brunch sits in that sweet spot between convenience and lifestyle, giving people the permission to sleep in or indulge after a morning of exploring. Done well, it turns a quiet morning into one of the most valuable and memorable parts of the day.
Supporting the Arts
Hotels have always been admired for their design, but there is a fresh opportunity to move beyond being just "beautiful spaces" and become genuine supporters of the creative community. This isn't about hanging a few paintings in a corridor; it’s about collaboration and giving creativity a home.
Our lobbies and lounges can be so much more than transit points. They can be stages for intimate concerts, galleries for rotating exhibitions, or incubators for artist residencies that bring local stories to life. We’re even seeing artists influence the guest experience directly—shaping everything from menu design and cocktail storytelling to seasonal installations that change the entire atmosphere of a stay.
Art has a unique reach; it sparks curiosity and connects people in a way that traditional hospitality can’t always reach. By working with local makers and creators, hotels gain a deeper sense of place and a loyal new audience. The hotels that thrive in 2026 will be the ones that stay curious, keep creating, and never stop reimagining what a stay can truly be.
Ultimately, the hotels that thrive in 2026 will be the ones that stay curious, keep creating, and never stop reimagining the stay as something more than just a room—but as a lifestyle that guests are invited to belong to.
