Analyzing Fast Casual Sector Growth Trends for 2026

Presently, LLMs lack rich imagery and content, such as photos of the rooms and amenities, that customers generally require when making hotel bookings, Kletzel stated. When this is enhanced, including by brand names 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 actually quickly broadened in recent years.

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

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This year, several collection brand names that released in 2025 will continue to broaden. Extra new brand names and collaborations, particularly in the way of life section, will likely debut as well, according to hospitality specialists. In 2025, Marriott released two collection brand names: Series by Marriott, playing in the upscale area in the U.S., and Outdoor Collection, exclusively concentrated on outside accommodations in destinations near national parks, deserts, ski locations and shorelines.

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

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Hilton's Beginning Collection, particularly, has more than 60 hotels in the works throughout the U.S. and Canada, Kevin Osterhaus, president of way of life brands at Hilton, informed Hotel Dive. Outset is currently exploring possible new locations in San Diego, Los Angeles and Virginia Beach, Virginia, along with markets in New Mexico and Colorado in 2026, Osterhaus said.

"Collection brand names are appealing due to the fact that they provide the finest of both worlds: Owners keep the distinct DNA of their residential or commercial property, while unlocking global circulation, income management, loyalty and assistance. Visitors get one-of-a-kind stays with the peace of mind of a relied on brand." "As long as brand names are purpose-built and unique in experience and cost point, they add clarity instead of confusion." Kevin Osterhaus President of lifestyle brand names at Hilton From the guest viewpoint, independent store hotels are preferable due to the fact that they provide genuine experiences, Gabriel Perez, chief running officer of lodging at The Indigo Roadway Hospitality Group, told Hotel Dive.

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

Hilton's collection brands' "distinct positioning and storytelling continue to drive interest throughout chain scales," Osterhaus said. Series and Outdoor Collection, both conversion-friendly offerings, pertain to an ownership neighborhood and developers who "are constantly looking for methods to grow, and conversions represent a path for growth," Molinary said.

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This year, Hilton prepares to remain "really active in the lifestyle space through strategic partnerships, brand-new signings and ongoing growth of our present brands," Osterhaus said. Another growing area is the luxury section.

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That pattern is anticipated to continue in 2026 as luxury consumers drive travel costs and hotel bookings amidst a wealth bifurcation at play in the industry. "High-net-worth travelers are anticipated to remain one of the most trustworthy chauffeurs of global travel spending next year," Giray Boran, handling director of BLG Capital, informed Hotel Dive.