Why Hospitality Market Share Will Be Surging

Currently, LLMs lack abundant imagery and content, such as pictures of the rooms and features, that consumers normally demand when making hotel bookings, Kletzel said., 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 stated. Yes," Klein said.

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This year, several collection brands that launched in 2025 will continue to expand. Additional new brands and partnerships, particularly in the way of life section, will likely debut as well, according to hospitality specialists.

Marriott's Outdoor Collection provides special accommodations in destinations near national parks, deserts, ski locations and shorelines.

Strategic Steps for Hospitality Brand Scaling

Hilton's Outset Collection, particularly, 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. Beginning is currently checking out possible new locations in San Diego, Los Angeles and Virginia Beach, Virginia, in addition to markets in New Mexico and Colorado in 2026, Osterhaus stated.

"Collection brands are appealing since they provide the best of both worlds: Owners keep the special DNA of their property, while opening global circulation, revenue management, commitment and support. Kevin Osterhaus President of lifestyle brand names at Hilton From the guest point of view, independent shop hotels are desirable due to the fact that they provide authentic experiences, Gabriel Perez, chief running officer of accommodations 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 developing sub-brands within their own brands to please investors' needs and to satisfy owner and designers' goals," Perez stated. This, in turn, puts even more pressure on hotel companies "to produce brands, micro brand names and subsets of brands in order to broaden their footprint of existing properties," Davis said.

Hilton's collection brands' "unique positioning and storytelling continue to drive interest across chain scales," Osterhaus said. According to Bobby Molinary, Marriott's primary development officer for select brands, interest in Marriott's new collection brand names comes amidst a challenging high-cost-of-construction environment that has made it "increasingly hard to develop new hotels." Series and Outdoor Collection, both conversion-friendly offerings, relate to an ownership neighborhood and designers who "are continuously looking for ways to grow, and conversions represent a course for development," Molinary stated.

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This year, Hilton prepares to stay "extremely active in the lifestyle space through tactical collaborations, brand-new signings and ongoing growth of our existing brands," Osterhaus stated. Another growing space is the luxury section.

The Outlook of Global Brand Growth Milestones

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 market. "High-net-worth tourists are expected to remain among the most reliable chauffeurs of worldwide travel spending next year," Giray Boran, handling director of BLG Capital, informed Hotel Dive.