Trends in hospitality for 2026+: What’s ahead for our industry?
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Yesterday, we had the pleasure of attending a discussion with Justyna Adamczyk – the longtime Editor-in-Chief of Gault&Millau’s Polish edition, also known from the TV program Ambasady Luksusu on Discovery TVN. She shared valuable insights into key trends shaping the luxury industry, and one thing is clear: Millennials and Generation Z are shifting their spending habits from material goods to experiences and emotions. How will this impact hospitality? What will guests expect in the years ahead?
1. Experiences are the new luxury
Hotel guests no longer expect just a comfortable stay—they seek something unique, an experience they cannot find anywhere else. Luxury is increasingly defined not only by service standards but by the ability to create emotions. The way guests feel during their stay determines whether they will return and recommend the hotel to others. Modern hotels must go beyond delivering high-quality services; they need to actively and thoughtfully craft memorable experiences. Every element, from the first interaction at the reception to the final moments in the lobby, should be designed to evoke positive emotions and a sense of exclusivity.
To ensure that every aspect of the stay meets the highest standards, continuous monitoring and analysis are essential. Guest experiences result from a combination of factors—service quality, atmosphere, cleanliness, check-in efficiency, dining experience, and even small interactions with staff. In a world where guests share their opinions on social media and booking platforms, no detail goes unnoticed. This is why regular guest experience audits have become an integral part of modern hotel management. They not only help identify weaknesses in service but also highlight the elements that truly enhance the hotel's brand value.
2. Personalization is not enough – hyper-personalization is the future
Basic personalization, such as a personalized welcome note in the room or a guest’s favorite drink on the table, is becoming the norm. Hyper-personalization takes this concept further by analyzing past stays, travel preferences, and even social media activity to tailor every aspect of the guest’s experience.
With modern CRM systems, hotels can automatically record guest preferences, such as pillow type, favorite dishes, or ideal room temperature, and use this data to customize their stay before they even arrive. This approach enhances the sense of exclusivity and makes guests more likely to return, knowing that their comfort is a priority.
3. Immersive experiences – a new standard
Modern technology is transforming the way guests experience hotels. Virtual reality (VR) and augmented reality (AR) allow for the creation of deep, engaging experiences that leave a lasting impression. Hotels can use VR to let guests explore the surroundings before they arrive or immerse them in a themed world designed specifically for the property. AR can enhance guest interaction through interactive hotel maps, digital guides to local attractions, or modern, engaging presentations of the hotel's history.
Beyond technology, sensory elements play a crucial role in shaping guest perception. Thoughtfully designed lighting, scents, music, and materials influence subconscious emotions, making a stay more relaxing and comfortable. These details enhance the overall experience, ensuring guests not only enjoy their visit but also remember it long after they leave.
4. "Money can’t buy" events – creating VIP moments
Exclusive events are one of the most effective ways to build loyalty and prestige among key clients. Research shows that the top 2% of the most engaged customers generate over 45% of revenue for global premium brands. This is why leading fashion houses such as Prada and Gucci organize private fashion shows, exclusive dinners, tastings, and other invitation-only events for their most valued clients. These initiatives not only strengthen relationships but also create a sense of belonging to an exclusive community, which in turn increases customer loyalty.
How can this trend be applied to hospitality? While individual guests rarely account for a significant portion of a hotel’s revenue, in the group and MICE segments, the impact of exclusivity is much more evident. Instead of limiting key client engagement to annual banquets, MICE teams can host smaller, exclusive events throughout the year. Their more intimate nature allows for greater personalization and deeper relationships. Examples include private dinners with the hotel’s executive team, wine and dining experiences curated by renowned chefs, meetings with artists, or exclusive industry networking events.
5. Co-creation – shifting from passive to interactive experiences
The modern approach to guest service goes beyond simply providing hospitality – hotels actively involve guests in designing their own experiences. Guests appreciate having control over their stay and the ability to tailor it to their preferences. Some hotels offer experience personalization even before arrival, providing interactive stay planning tools that allow guests to set their preferred room temperature, customize menus to meet dietary needs, and even plan their daily itinerary in advance.
This can also include the option to sign up for additional experiences, such as cooking workshops, yoga sessions, or lessons in local crafts. These activities not only enrich the stay but also create a deeper connection between guests and the hotel staff or local traditions. Such engagement strengthens the emotional impact of their visit and increases the likelihood of them returning.
6. Longevity and a holistic approach to well-being
A modern approach to hospitality increasingly combines comfortable relaxation with a focus on guests' physical, mental, and emotional well-being. The longevity trend is centered on creating spaces that promote regeneration and balance while also offering holistic wellness programs. Hotels can introduce yoga and meditation sessions, personal training, and dietary consultations, all tailored to meet the individual needs of guests.
The surrounding environment also plays a crucial role. Subtle music, natural scents, and harmonious interiors help create an atmosphere conducive to relaxation and tranquility. Avoiding synthetic fragrances sprayed above guests' heads and artificial materials in favor of natural products, such as organic fabrics, eco-friendly cosmetics, and delicate essential oils, enhances relaxation and genuinely improves guests' well-being.
7. NoLo – the rise of alcohol-free and low-alcohol experiences
More and more people are consciously reducing or completely giving up alcohol, driven by a focus on health and overall well-being. The NoLo (No Alcohol, Low Alcohol) trend is rapidly gaining popularity, especially among younger consumers who seek high-quality alternatives to traditional alcoholic beverages. This shift is fueled by growing health awareness, the desire to maintain energy and mental clarity, and the need to avoid the negative effects of alcohol.
Hotels can respond to this trend by offering a wide selection of alcohol-free cocktails made with natural ingredients, creative substitutes for classic spirits, and zero-proof beverage tastings. Events celebrating non-alcoholic drinks are also becoming increasingly popular, such as "Afternoon Tea", which can be experienced at SLS in Dubai (one of my personal favorite hotels) as well as in a growing number of luxury hotels across Europe. These elegant gatherings, held in hotel lobby bars, allow guests to indulge in a curated selection of fine teas, artisanal snacks, and exquisite desserts in a sophisticated setting. This experience serves as an alternative to evening cocktail hours, providing a refined social occasion that encourages relaxation and meaningful connections in an exclusive atmosphere.
How hotels are already using these trends today?
Luxury properties such as Hotel Crystal Mountain, Hotel Bania, Belmonte, and Leonardo are already implementing data-driven strategies and insights provided by Hotels Audit. What are the results?
✅ Building guest loyalty and increasing retention – Hotels that analyze guest expectations with Hotels Audit can not only personalize their services effectively but also significantly boost guest retention and drive more positive recommendations.
✅ Positioning the brand as a leader in innovation and quality – The analysis of over 1050 factors within the hotel allows properties to stay ahead of the competition by implementing targeted improvements. At the same time, it strengthens the hotel’s reputation as a brand that truly responds to the needs of its guests.
✅Enhancing perceived value and maximizing revenue – Research shows that guests are willing to pay 10-20% more for their stay when the offering is highly personalized and provides exceptional experiences.
✅ Standing out with a unique guest experience – Audits do not only highlight areas for improvement; they also help design unforgettable moments that encourage guests to share their experiences online, with family, and with friends.
If you want to experience a new level of luxury and guest engagement during your next stay, look for hotels that have completed the Guest Experience Program by Hotels Audit (Hotels Audit Certification). You can also ask about it at your favorite hotel.
Why do certified hotels offer truly exceptional experiences?
Because in each of them, we examine 1050 factors that influence the quality of a stay. We analyze every detail, from the way reception staff communicate, response times to emails, and problem-solving efficiency to the emotional experience and level of service throughout the entire stay—right up to the final farewell at checkout. Hotel teams implement improvements in all these areas to deliver an unmatched level of precision and guest satisfaction.
Trends for 2026 and beyond show that the future of hospitality is not just about luxurious interiors—it is about unique, engaging, and unforgettable experiences. Hotels that can effectively analyze guest needs and craft personalized stays will quickly become market leaders.
If you represent one of these hotels, reach out to me, and I would be happy to show you how we can help take your guest experience to another level!
Szymon Hardek - Business Development Manager