New trends in the hotel industry in 2026

New trends in the hotel industry in 2026

8 January 2026

Between 2025 and 2026, the hotel industry will not undergo a sudden revolution, but rather a profound transformation. The tools, discourse and trends are often the same, but their role is changing. Whereas 2025 was marked by overt innovation, measured performance and visible modernisation, 2026 will be more mature in its approach, focusing on real utility, meaning and value created for both the customer and the establishment. This change is evident in the use of technology, the design of the customer experience, the integration of sustainability and the importance given to the human factor. These are all concrete developments that are redefining what it means to offer a quality stay today.

In 2025, the technology was visible. In 2026, it became useful.

By 2025, many hotels had invested in digital tools to modernise the guest experience : check-in kiosks, mobile apps, connected rooms. These devices responded to a clear need for efficiency and fluidity, but they were often perceived as additional ‘gadgets’.

In 2026, the logic changes. Establishments use these same technologies in a more targeted way. For example, instead of offering a general-purpose app that is rarely used, some hotels rely on AI to analyse the habits of their regular customers: arrival time, temperature preferences, type of breakfast. As a result, the room is ready before the customer even makes a request, and staff can focus on hospitality rather than technical management.

What changes is not the tool, but its use and the value it creates.

In 2025, the focus was on offering a pleasant stay. Customer satisfaction was based mainly on traditional criteria: comfort, cleanliness, speed of service and booking flexibility. In 2026, the focus is on offering a genuine experience. Hotels are seeking to leave a more lasting impression. An urban establishment, for example, no longer settles for offering a beautiful room and a spa. It offers short, structured programmes: a ‘reconnection’ weekend, a sleep-focused stay, or a mini wellness retreat integrated into a business trip. Guests leave with the feeling that they have experienced something useful, not just pleasant.

The stay becomes meaningful, which profoundly changes the perception of value.

Sustainability : from the 2025 display to the 2026 strategy

In 2025, many hotels communicated their commitments: eliminating plastics, changing linen on request, serving local products at breakfast. These actions responded to growing expectations, but often remained isolated. In 2026, sustainability is shaping choices. Some establishments are completely overhauling their catering offerings to work exclusively with regional producers, reducing both their carbon footprint and their logistics costs. Others are redesigning their buildings or renovations to sustainably reduce energy consumption.

The difference is clear : sustainability is no longer a marketing argument, but a lever for performance and credibility.

The human factor, the big winner in 2026

In 2025, staff shortages prompted many hotels to automate as much as possible. In 2026, the situation is more nuanced : without committed teams, the customer experience suffers. Some hotels are now investing in continuous training, team autonomy and versatility. A receptionist also becomes a local advisor, while a floor manager participates in designing new customer experiences. This involvement strengthens both internal motivation and perceived quality.