As we near the end of 2025 and look ahead to 2026, the industry naturally begins to wonder what the coming year will bring—how it will unfold, how it will challenge us and, ultimately, how it will define the next chapter of hospitality. For almost 30 years, December has marked the publication of our annual Green Book. It remains one of our most-anticipated and valued resources, offering not only ranked lists and company contacts, but also a comprehensive series of executive-driven reports. These insights deliver both hindsight and foresight. They help us close out 2025 with clarity and step into 2026 with ambition, strategy, optimism—and, yes, a healthy dose of realism.
A friendly reminder: All data in this issue is rooted in survey submissions. Throughout the year, we send notifications encouraging participation to ensure your inclusion. If your company is not featured in this year’s Green Book, but you’d like to be part of future editions, visit hotelbusiness.com.
The key 2026 Hotel Business issues to watch for inclusion in next year’s reports:
March: Brokers Report
April: Management Companies Report
May: Construction Report
June: Asset Management Report August: Owners & Developers Report September: Brands Report& Franchise Fees Update
October: Sources of Funding Report
As we prepare for 2026, we want to hear from you: What trends do you see? What opportunitiesare on the horizon? What challenges feel most pressing? Your insights shape our storytelling.
From my vantage point, here’s what captured my attention in 2025—and I’m keeping my eyes onheading into 2026:
Key 2025 trends already taking shape:
- Interiors that embrace bold personality through color, motif and handcrafted elements
- Guestroom and public-space design that supports the digital nomad lifestyle
- Elevated health & wellness offerings that nurture both mind and body
- Workforce upskilling to build retention, leadership pipelines and organizational culture
- Growth in experiential travel, including adventure travel and nature-anchored escapes
- Immersive cultural experiences that tap into the expanding outdoor economy
- The rising importance of personal storytelling, authenticity and brand-guest connection
- Continued exploration of how AI can transform operations, service, revenue strategy and personalization
Emerging 2026 hospitality trends to watch:
- AI-enhanced guest journeys: Hyper-personalized itineraries, predictive service and automated back-of-house efficiencies
- The evolution of sustainability: Regenerative travel models, zero-waste operations and material innovation in design
- “Third-space” hotel environments: Spaces that blend coworking, wellness and social activity into seamless all-day hubs
- Cyber-resilient hospitality: Heightened focus on data security, digital trust and AI-driven risk management
- Labor transformation: Skills-based hiring, microcredentialing and flexible staffing models supported by automation
- Revenue diversification: Membership models, subscription travel and non-room profit centers
- Biophilic immersion: Multisensory indoor-outdoor integration powered by tech and sustainable design
- Ultra-localized experiences: Hotels acting as community gateways, partnering with local artisans, outdoor recreation providers and cultural creators
Before we turn the page on 2025, I want to express heartfelt gratitude to our loyal readers andadvertising partners. As everyone in hospitality knows, this industry is built on relationships—andwe deeply value the ones we have nurtured with you over the years. We look forward to strengthening these connections and developing new ones in 2026.
Wishing you a wonderful holiday season and a successful, inspiring New Year!
