How hotels can adapt to ongoing industry trends and win over guests
By Courtney Messersmith
Many of the trends shaping hospitality in 2026 aren’t new. However, hotel guests are demanding something different from these same trends that have defined the industry for years. In 2026, the focus won’t be on what’s in vogue; rather, it will be on how quickly hotel owners and operators act on industry trends and choose to implement them, all while staying true to their brand. This list shows where hotels need to adapt to meet rising guest expectations and stay relevant in the year ahead.
- Where Digital Meets Personal
Gone are the days of bulky TVs and awkward gadgets that painfully stand out in a hotel room – like that alarm clock no one can figure out how to set. Guests want digital amenities that complement their daily grooves. Smart technology blended into the hotel room’s design will be a continuing trend next year. Think mobile check-ins, smart keys, or keyless room entry that create a smooth arrival experience. The Joseph, a Luxury Collection Hotel, even has in-room tablets that let guests quickly request forgotten toiletries or order room service, making small requests easier and more accessible.
But technology and AI can only go so far before losing the essence of hospitality. Hotels that thrive in 2026 will be those that carefully and intentionally balance technology with a human touch, so don’t replace front desk staff with only a kiosk for check-ins. - The Human Connection
While technology helped the industry during isolation, it’s also highlighted how much can be lost without face-to-face contact. Guests are looking for spaces that promote authentic connection, whether through casual conversations, group gatherings, or working alongside others in the hotel lobby or bar.
Providing opportunities for this kind of connection is essential for hotels to meet guest expectations. For example, some hotels offer evening social hours for guests to gather in the lobby and connect over drinks and a few snacks. Other properties are rethinking the lobby’s design and opting for flexible seating with couches and cozier settings rather than conference rooms. A lobby’s design plays a defining role in how guests interact with the space and one another. Details like millwork, furniture, and layout choices transform the space from a pass-through area into one that invites experiences to happen there.
For years, travelers wanted technology to replace human touchpoints. Now, they want technology to remove inefficiencies, not relationships. In a world where technology often replaces personal interaction, hotels that reintroduce moments of genuine connection will leave a lasting impression. - Activating Public Spaces
In 2026, hotel public spaces continue to serve double duty as work zones and gathering areas. The traditional lobby has evolved into a space where guests can answer emails in the morning, meet with colleagues in the afternoon, and spend time with friends in the evening.
Today’s hybrid travelers seek spaces to work, socialize, and relax without leaving the property. Hotels must provide environments where all of these activities can happen in one place. This shift reflects how travelers live today and the increasing expectation that hotels support productivity and leisure during a stay. Operators are adopting flexible layouts and modular furniture that can adapt to different daily needs to keep pace.
These changes set the stage for a broader movement toward the “third space.” Traditionally, hotels weren’t considered part of this category, but hybrid work has transformed travel and lifestyle trends. People are spending more time away from traditional offices and seeking environments that serve as an extension of home and work. Progressive hotel brands are realizing that they can fulfill this role by providing public spaces that are flexible, comfortable, and inviting.
The third space is becoming a key topic for the industry, and its significance will only increase in the coming years. - Personalized and Authentic Experiences
The cookie-cutter hotel era is over. Today’s guests want to feel like more than a transaction – they want to feel seen and special. To keep human connection alive, it’s important to use smart systems in their intended ways.
Imagine this: A guest walks into their room. The lighting and temperature are at their chosen preferences, a personalized note awaits them on the desk with a printout of local shows happening that weekend, and their mini fridge is filled with their favorite drinks.
This experience is created using technology, but the difference is how human it feels. Guests will feel like the front desk staff, not a system, remembered their preferences. It’s how to keep guests coming back.
Plus, in 2026, travelers will also seek authenticity instead of staying at mass-produced, generic hotels. They’re looking for properties that embody the character and spirit of the destination. When hotels emphasize the local context of a place, guests will feel more connected to that area. Imagine jazz softly filling the halls and breakfast bar beignets at a New Orleans property, or a live acoustic lounge set in Nashville. Guests want to immerse themselves in the local scene and are attracted to experiences rather than uniform, polished offerings. The lobby is designed to guide a personalized experience, reminding guests that every detail should tell the story of where they are.
In the past, hotel lobbies were mainly used for quick check-ins and check-outs or waiting for a ride to dinner. Today, that’s just a small part of what they offer.
If done right – meaning a space offers a personalized and authentic experience using technology and made common areas inviting for work and socializing – guests will want to “stay awhile” instead of “just passing through.” They’ll start their morning with coffee in the lobby while reading the daily news. They might have a drink at the bar while catching up on emails before meeting a coworker for dinner. When these spaces are comfortable and inviting, they become a place to connect rather than just a stop for room keys.
Courtney Messersmith is an account manager in Elkay Interior System’s Hospitality division, where she helps bring clients’ design visions to life. Over her eight years with EIS, a Silver Industry Partner, she’s worked in sales and project management, giving her a deep understanding of what it takes to make a project run smoothly from start to finish.
Image: Visual Generation/stock.adobe.com
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