A New Era of Hospitality

10 trends shaping the hotel industry in 2026

By Cathleen Draper

Hotels are no longer just spaces to rest one’s head – they’re evolving into destinations featuring tech-forward, personalized experiences and touchpoints that meet modern guest expectations. From the rise of “bleisure” travel to eco-conscious designs and operational optimization, here’s a look at 10 trends reshaping the hotel industry in 2026.

1. Artificial Intelligence Takes the Wheel
   AI is no longer an emblem of the future – it’s an accessible necessity of the present. AI-powered tools continue to shape hotel operations, and they’re entering the arena of guest interactions. Today, AI enables the contactless check-in experience guests increasingly look for, powering facial recognition technology, mobile apps, and digital room keys. Before, during, and after their stay, guests can receive automated communication tailored to their personal preferences thanks to AI-driven insights. And chatbots embody a digital reservation manager, front desk attendant, and concierge in one. They handle inquiries, room-service orders, reservations, recommendations, and service requests – 24/7/365.
   
   
2. A Personal Touch
   McKinsey’s Next in Personalization report found that 71 percent of consumers expect personalized interactions. Hotels increasingly tailor the guest journey based on a wealth of accumulated data, which AI-powered tools can sift through, analyze, and synthesize into actionable insights. Hotels on the forefront of individualization allow guests to opt-in to the experience, from using a mobile app to pick their preferred room, request extra pillows, or opt for early check-in. Other personalized touches include a mini bar stocked with their favorite beverage or discounts and offers for local attractions or the hotel spa.
   
   
3. The Future is Here
   Interconnected rooms are the thing of the immediate future. Tablets serve as a control center, allowing guests to adapt lighting, temperature, and in-room entertainment to their liking. With the power of voice command technology, they can close the blinds, request housekeeping, and order room service and extras. Smart thermostats and Internet of Things (IoT) devices, powered by sensors, detect when rooms are unoccupied and adjust lighting and HVAC use to save energy and reduce costs. Plus, these same devices can connect to a hotel’s tech stack, accessing guest profiles and automatically setting the lights and thermostat to a traveler’s ideal before they set foot in the room, furthering the personalized experience.
   
   
4. Health is Wealth
   Today’s travelers seek stays that rejuvenate them, fit into their wellness routines, and enhance their health. Hotels can incorporate wellness into their guest experience and design. Air purification and noise reductions systems, circadian lighting, and smart beds with temperature controls and sleep-tracking ensure guest comfort and well-being. Spas, fitness centers, and in-room wellness amenities, such as yoga mats, access to fitness programming, and exercise equipment, are on the top of guests’ wish-lists. Meanwhile, biophilic design brings the outside in, channeling health and vitality while simultaneously improving air quality.
   
   
5. Going Green
   According to a Booking.com survey, 83 percent of travelers indicated sustainable travel is important to them, and it’s a priority for investors, too, making green initiatives a business imperative and competitive advantage. Hoteliers are incorporating upgrades and amenities that reduce usage, waste, and costs, such as: LED lighting and occupancy-based controls, energy management systems, rooftop solar panels, low-flow fixtures, laundry water recycling systems, locally sourced menus, and sustainably made furniture. Typically, these upgrades pay for themselves in just a few years.
   
   
6. It’s About the Experience
   Travelers are seeking more than a standard stay; instead, they’re hunting for both a sense of connection to the place they’re visiting and a unique experience they can’t find anywhere else. Guests are prioritizing stays that offer authenticity and weave in the destination’s story, from glamping to boutique hotels in heritage buildings. To tap into the expectation for experience, hoteliers can offer menus rooted in the local cuisine, designs inspired by the region and its history, and curated, choice-driven value-adds, such as cooking classes, wine tastings, pop-ups with local artists, and neighborhood walking tours.
   
   
7. Silos No More
   In 2026, tech integration is key. Siloed systems inhibit owners and operators from gaining invaluable insights that help improve operations, revenue, the guest experience, and employee well-being. Moving from disparate systems to cloudbased, integrated solutions eliminates silos and provides holistic and real-time visibility into occupancy, maintenance, and staffing needs. Modern property management systems serve as a central hub and connect to customer relationship management systems, point of sale, and revenue management systems. AI analytics synthesize the non-stop flow of information, providing consolidated and actionable insights for hoteliers to leverage.
   
   
8. The Rise of “Bleisure” Travel
   According to travel management platform Routespring, 40 percent of business travelers extend their work trips for leisure travel, giving rise to a mixed-purpose stay. And remote workers continue to take “workations,” working from a destination they also hope to explore. To provide the flexibility and community “bleisure” travelers look for, hoteliers are creating dedicated workspaces, including adaptable in-room stations, co-working zones, and meeting rooms. Strong Wi-Fi is key, and early check-in and late checkout meet these travelers where they’re at. Packages that offer discounted rates for long stays or experiences that provide a seamless transition between work and play help bleisure travelers unplug, unwind, and make the most of their trip.
   
   
9. Winning Loyalty
   Falling in line with travelers’ desire for personalized, unique experiences, loyalty programs are quickly evolving beyond free nights and discounted stays. Rather, hotels are offering meaningful and instant perks for returning customers, ones that enrich their travel experience. Offers for curated local excursions, exclusive access to events or lounges, discounts on room service or the hotel bar, spa packages, and customized upgrade offers based on past stays keep guests coming back.
   
   
10. Resilience is Everything
    Rising operational costs – from labor to insurance to energy – unpredictable economic conditions, and worker shortages will persist as some of the key challenges hoteliers face next year. In 2026, hoteliers should invest in their operational resilience. AI-driven technology can identify cost-saving opportunities and inefficiencies, while workforce management software streamlines staffing and scheduling decisions based on forecasted occupancy. Predictive maintenance tools and analytics dashboards help hoteliers stay ahead of the curve, and business intelligence and revenue management software provide real-time insights so owners can adjust pricing and maximize revenue based on demand.

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How to Implement a Chatbot

Chatbots alleviate pressure on staff and improve the guest experience by providing immediate assistance for routine inquiries and services. Here are some key steps owners and operators must take before adding these virtual, human-like assistants to their tech stack.

1. Define the chatbot’s role, whether it will handle reservations, provide customer service and support, collect feedback, or serve as a virtual concierge.
2. Determine if the chatbot will live on your hotel’s website, a mobile app, or operate via text message.
3. Integrate the chatbot with property management, central reservation, customer relationship management, and channel manager systems, enabling realtime access to data and guest profiles.
4. Outline the guest touchpoints where a chatbot can assist and relevant conversation flows. Develop content and scripts and give the chatbot a voice that matches your brand’s.
5. Train the bots and your staff. For AI-powered chatbots, prepare data and scripts for the system to learn from. Educate staff on how the chatbot works, how to monitor its responses, and how to handle the hand-off when a bot can’t answer a question.
6. Implement a consent protocol to ensure guests have buy-in when sharing data and strictly adhere to privacy and data protection laws

Image credit: Hurca!/stock.adobe.com