revenue

The overarching theme for 2026 is execution. Efficiency and process optimisation will separate resilient hotels from those that struggle

The next phase of competitive advantage for hotels will be defined by profitability, channel intelligence, and a guided approach to direct bookings

Hotels that invest early in AI adoption, proactively monitor demand drivers, and rethink labour strategies will be best positioned

Hotels that succeed in 2026 will be those that embrace AI as a productivity tool, refocus revenue management on profit and redesign roles and career paths

For hotels, the issue is strategic uncertainty. In Google’s world you broadly know the rules. In the AI world, organic visibility is still opaque

The common thread across these predictions is structural change. Technology, economics, and distribution power are reshaping the industry

Hotels that thrive in 2026 will be those that operate leanly without eroding their value proposition. This does not mean cutting headcount indiscriminately

Hotels are seeing modest revenue growth, but margins are tightening. Rising labor costs, shorter lengths of stay, and OTA reliance are eroding profit

For hotels, this could mean asking fundamentally different questions of their data, moving from reactive analysis to proactive insight generation

Hotels that respond faster, personalize proposals, and move beyond static PDFs toward dynamic, tailored offers will gain a clear conversion advantage