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As we edge closer to 2026, one question keeps surfacing in hospitality circles: where is our industry headed?

As the year wraps up and inboxes go quiet (or at least pretend to), it’s time to zoom out (Pun intended). 😍

This article summarizes key findings from Accenture’s recent report, "Me, my brand and AI: The new world of consumer engagement - Building resilient relationships between consumers, brands and AI in times of uncertainty." The research surveyed over 18,000 people across 14 countries, and the findings reveal a fundamental shift in how consumers discover, choose, and book travel experiences. For travel and hospitality professionals, the message is clear: AI isn’t just changing marketing tactics. It’s changing who makes the booking decisions.

Artificial Intelligence (AI) is rapidly moving from buzzword to business reality. It is reshaping industries from finance to healthcare. In hospitality, though, many hotel operators remain cautious, and with good reason.

In today’s landscape, where shifting guest expectations for a blended balance of autonomy and connection and advancing technology and digital concierge tools continue to influence the evolution of the hospitality sector, the question is no longer whether hotels should adopt these tools – but rather how and when can they strategically implement them in a way that enhances, rather than simply dilutes, the human connection? This will allow hotels to seamlessly blend hardware – these advancing technologies – with software – the thoughtful and personalized hospitality guests seek out.

When I started in sales, I believed what most rookie reps do: Know your product, Handle objections, Pitch with confidence, Close with urgency.

By its very name, mastery implies a consummate passion for perfecting one’s craft through a combination of keen observation and in-the-field practice. It’s a process, and when it comes to maximizing direct bookings this means you must be ever vigilant to new trends and open to testing new approaches.

Every December, the industry puts out predictions. Most are safe. Most are vague. Most are easy to agree with because they do not require anyone to change what they do on Monday morning.

The history of all-inclusive travel dates back nearly 100 years: Holiday camps in the U.K. pioneered the idea in the 1930s, and in 1950, the first “modern” resort utilizing the approach opened in Spain (it was a destination with tents and straw huts)—with others soon to follow.

One fascinating hospitality trend that often goes underappreciated is how regions that are experiencing high growth in travel numbers are accompanied not only by new hotel developments but also poignant industry innovations that are emulated elsewhere in the globe. And oftentimes, this innovation is led by intrepid family owners and operators who are guided by their passion rather than simply the numbers on an income statement.