New Delhi, 22 Jan : Les Roches releases its Spark research white paper on hospitality’s 2026 trends, Spark The State of Hospitality Report 2025–2026, authored by Dr. Francesco Derchi, Associate Professor, with Dr. Ivana Nobilo, Executive Academic Dean, and Dr. Rachel Germanier, Professor and Head of Faculty Development. The report identifies 2025 as the turning point where hospitality moves beyond recovery into structural, technology-driven transformation, with the global market surpassing 5 trillion and projected to grow 5.5–6.5% annually through the decade.
The study highlights three converging trends that will define competitive advantage in 2026 and highlights the urgent need for reskilled human talent to complement technology and deliver authentic guest experiences.
Trend 1: Asset-Light Expansion Major hotel groups are shifting from asset-heavy models to lean luxury and lifestyle concepts. Strategic moves such as IHG acquiring Ruby Hotels, Marriott investing in citizenM, and Hyatt acquiring The Standard confirm that brand power and operational efficiency not physical assets drive value creation (IHG Hotels & Resorts, 2025; Marriott International, 2025; Hyatt, 2024).Carlos Díez de la Lastra, CEO of Les Roches, explains: “Asset-light portfolios are now the growth engine. In 2026, success means scaling lifestyle concepts efficiently and leveraging technology to maximize margins.” Leaders must understand capital-light economics and tech-enabled operations, requiring advanced training in digital strategy and experiential design.
Trend 2: AI-Native Distribution Booking behavior is being reshaped by AI agents. Platforms like Mindtrip and Layla AI, alongside generalist tools such as Google Gemini and ChatGPT, demand API-ready connectivity and loyalty-driven offers (Alphabet Inc., 2025; OpenAI, 2025; Skift, 2025). By 2026, AI-enabled revenue management and cloud-native property systems will be mandatory infrastructure (Langham Hospitality, 2025; Marriott Tech Briefings, 2025). Dr. Francesco Derchi notes: “The challenge for 2026 is clear: optimize for AI agents with clean data, secure APIs, and loyalty propositions that earn the recommendation.” Hospitality professionals must acquire data literacy, AI integration skills, and digital marketing expertise to thrive in this new distribution ecosystem.
Trend 3: Robotics & Automation Robotics is moving from novelty to necessity. Delivery and cleaning robots are being deployed at scale, addressing labor shortages and improving margins . Market forecasts project ~25% CAGR to 1.84B by 2030 signaling industrial maturity. Dr.Rachel Germanier adds: “Automation frees staff for what matters most empathy and experience. Robots handle repetitive tasks, while people deliver the human touch that defines hospitality. “Leaders must learn automation management, robotics integration, and workforce redesign to balance efficiency with personalized service.
The Human Touch: Reskilling for Tech-Driven Hospitality While technology sets the stage, human talent remains the differentiator. Dr.Ivana Nobilo emphasizes: “At Les Roches, we prepare students to lead this transformation combining digital fluency with emotional intelligence and creativity. Reskilling is not optional; it’s the foundation for turning innovation into authentic guest experiences.”Carlos Díez de la Lastra concludes: “The next wave of success will be driven by convergence asset-light economics, AI-first distribution, and automatio anchored by reskilled human talent.
