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Currently, LLMs lack rich imagery and content, such as pictures of the spaces and amenities, that customers typically demand when making hotel reservations, Kletzel said. When this is improved, including by brand names exposing their material to LLMs, that will be "a huge leap forward to getting consumers comfy." Hotel visitor loyalty and brand trust, on the other hand, has quickly expanded in recent years.

Beyond the guest experience, agentic commerce has the potential to move the way hotel companies' client service teams run and are structured, Klein said. Yes," Klein stated.

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This year, several collection brands that launched in 2025 will continue to expand. Extra new brands and collaborations, especially in the way of life section, will likely debut as well, according to hospitality professionals.

Marriott's Outdoor Collection provides unique lodgings in destinations near nationwide parks, deserts, ski locations and coastlines. Thanks To Marriott International Wyndham Hotels & Resorts revealed its Dazzler Select brand extension targeting independent hoteliers in the economy way of life sector. And IHG Hotels & Resorts promoted its own upcoming upper-tier collection brand name during third-quarter incomes.

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Hilton's Outset Collection, particularly, has more than 60 hotels in the works throughout the U.S. and Canada, Kevin Osterhaus, president of lifestyle brands at Hilton, told Hotel Dive. Start is currently exploring possible new areas 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 since they provide the very best of both worlds: Owners keep the distinct DNA of their residential or commercial property, while unlocking international distribution, revenue management, commitment and assistance. Visitors get distinctive stays with the peace of mind of a trusted brand." "As long as brand names are purpose-built and unique in experience and cost point, they include clarity rather than confusion." Kevin Osterhaus President of lifestyle brands at Hilton From the visitor point of view, independent store hotels are desirable since they offer 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 going after independents in the way of life sector, "it's not about the visitors. It has to do with producing sub-brands within their own brands to please investors' needs and to satisfy owner and developers' goals," Perez said. JLL's Davis echoed that sentiment, informing Hotel Dive that the industry is at the point of, if not past the point of, brand name saturation, as "public companies [are] under a tremendous amount of pressure for net unit development." This, in turn, puts a lot more pressure on hotel business "to develop brand names, micro brand names and subsets of brands in order to broaden their footprint of existing properties," Davis stated.

Hilton's collection brands' "unique positioning and storytelling continue to drive interest throughout chain scales," Osterhaus said. Series and Outdoor Collection, both conversion-friendly offerings, pertain to an ownership community and developers who "are continuously looking for ways to grow, and conversions represent a path for development," Molinary stated.

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This year, Hilton plans to remain "very active in the way of life area through strategic partnerships, brand-new signings and ongoing development of our current brand names," Osterhaus stated. Another growing space is the high-end section.

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That pattern is anticipated to continue in 2026 as high-end consumers drive travel costs and hotel reservations in the middle of a wealth bifurcation at play in the industry. "High-net-worth tourists are expected to remain one of the most reliable drivers of international travel spending next year," Giray Boran, handling director of BLG Capital, informed Hotel Dive.