2026 hotel trends
The pace of change in hotels is accelerating. In 2026, expect brands to go further and faster, finding new ways to generate revenue and stand out in an increasingly competitive landscape. Social media will continue to push hotels to think differently about their spaces, using unique experiences and bold concepts to capture attention and drive engagement.
From AI travel planning and luxury turning to the seas, to communal events and branded retail, hotels will be at the forefront of innovation and defining a new era of experiential dining, travel and experiences.
AI-Curated Travel
AI is quickly becoming the new travel companion, helping people plan itineraries, compare stays, and even suggest trips before they start dreaming them up. The more it is used, the smarter it gets at understanding preferences, budgets, and behaviour.
This shift will reshape how hotels are discovered. As AI becomes a kind of meta concierge sitting above traditional booking platforms, hotels will need to ensure they are part of that conversation. Being recognised by AI tools will rely on clean data, consistent listings, and creative content that gives algorithms something to work with and travellers something to connect to.
Behind the scenes, AI is becoming part of hotel life too. From reservations and concierge to rostering and forecasting, it’s helping teams run smoother and faster. For guests, it’s the small things like instant answers, smart recommendations, anticipatory service. The challenge will be keeping it human, using tech to make service feel more personal and faster.
Connection and Privacy
Younger travellers are not picking between connection and privacy, they want both. Some come for the energy and shared experiences, others for quiet moments and downtime. Most want the freedom to move between the two whenever it suits them.
This balance is shaping how hotels use their spaces. Supper clubs, sauna rituals, and group wellness are thriving, with communal experiences that bring people together without pressure. But there is just as much appetite for privacy, from private picnics and date nights to in-room dining that feels thoughtful rather than transactional.
It is a great mix for hotels. It opens the door to a wider audience and new kinds of experiences. The best properties will find ways to make connection easy, and solitude effortless.
Experiences That Earn Attention
Guests want more than a stay, they want something to talk about. In a world where social moments double as marketing, creativity is currency.
Hotels are using their spaces in new ways, from F1 showings nights and driveway dinners to lobby gigs and post dinner rituals. Club lounges and communal areas are evolving too, becoming places to connect rather than just pass through.
Collaborations will continue to drive this shift. Expect to see more hotels working with local makers, chefs, and musicians to create moments that feel fresh and genuine. When done well, these experiences go beyond content, they leave a feeling that lasts long after checkout.
Dinner Parties Continue to Grow
Social dining is on the rise, as friends and families look for ways to slow down and share time together somewhere new. At the same time, supper clubs and communal dinners are giving strangers a reason to meet and connect over food, wine and conversation. Hotels have always been places where strangers cross paths but rarely connect.
Expect to see more spaces reimagined for communal meals, from chef’s tables and long feasts to dinners that blend storytelling, local produce, and conversation. Hotels will refine how they host these moments too, with more flexible booking and pre-order options, incentives for larger groups, and creative menus designed for sharing. Group dining fills quiet nights, builds loyalty, and brings energy back into spaces that might otherwise sit empty.
Breakfaaaaaaaaast
For a long time, breakfast in hotels has been about efficiency — an early service window, a quick buffet, and out the door. That’s changing. Breakfast is becoming a ritual again, with guests expecting quality over quantity and more flexibility in how and when they dine. The time has come to breathe life back into this often-forgotten meal period — and for hotels, the opportunity to turn it into something much more rewarding.
IIndustry voices have already called it out as “having a moment,” with hotels rethinking how their mornings look, feel, and flow. With dynamic work patterns, late checkouts, and travellers leaning into more relaxed routines, extending breakfast hours or blending into a late-morning brunch just makes sense. It evens out service peaks, creates space for locals, and gives travellers more reasons to stay longer.
Brunch, in particular, is an opportunity that hotels are starting to reclaim. It sits in a sweet spot between convenience and lifestyle, giving guests and locals more flexibility to sleep in or indulge after the morning run. Done well, it turns a quiet morning into one of the most valuable parts of the day.
Supporting the Arts
Hotels have long been admired for their design, but few truly harness the creative power of the arts. In 2026, there’s a real opportunity for hotels to go beyond being beautiful spaces and become active supporters of artists, musicians, and creators. It’s not about art on the walls — it’s about collaboration, connection, and community.
This is a chance to give lobbies, lounges, and underused spaces a new purpose. A hotel can become a stage, a gallery, or a creative incubator — hosting intimate concerts, artist residencies, live painting sessions, and rotating exhibitions that reflect local talent. Beyond that, artists can inspire the experience itself — from menu design and cocktail storytelling to seasonal installations and themed stays that bring creative expression to life.
The arts have enormous cultural reach and loyal audiences. By partnering with artists and organisations, hotels can tap into that following, attract new markets, and build a deeper sense of place. Supporting the arts isn’t just good PR; it’s good business. It makes properties feel alive, gives guests something to talk about, and embeds the hotel within its local creative community.
Done well, it transforms the idea of a “stay” into something far richer — part experience, part exhibition, and part collaboration between hospitality and creativity.
Supporting the Arts
Hotels have always been admired for their design, but few truly tap into the creative energy of the arts. Looking ahead, there’s a real opportunity for hotels to move beyond being beautiful spaces and become genuine supporters of artists, musicians, and makers. It’s not about hanging paintings in a corridor, it’s about connection, collaboration, and giving creativity a home.
Lobbies, lounges, and those often-empty corners of a property can be so much more. They can host live sessions, art installations, pop-up exhibitions, or even short artist residencies that bring local stories to life. Some hotels are already inviting artists to influence the experience itself, from designing menus and inspiring cocktail recipes to shaping seasonal events and atmosphere.
Art has reach. It brings people together, sparks curiosity, and connects communities. By working with local creatives and arts organisations, hotels can give guests something genuinely unique and something worth sharing. Supporting the arts makes a space feel alive, attracts new audiences, and reminds us that hospitality and creativity have always belonged together.
The hotels that thrive in 2026 will be the ones that stay curious, keep creating, and never stop reimagining what a stay can be.
