Plus: Visibility in an AI market | Why brand drives choice
Optimism is having a moment. Supply numbers are up, and the industry expects travel demand and rates to stay strong in top markets.
But before you ride that wave, check your foundation. We’re unpacking why messy data around your amenities and rates might be silently killing your relevance with the algorithms. We also explore why the soft power of an authentic brand identity is actually hard currency.
The market may be getting bigger, but your margin for error is getting smaller.
New year, who dis? Turns out the "holiday slowdown" was just a rumor, as nearly 80% of U.S. markets posted revenue gains to kick off 2026. CoStar data reflects that Miami and Buffalo experienced massive spikes, giving the industry a nice little cushion to enjoy before facing the challenges of Q1.
Playing the long game. Regulus Collective is ditching the traditional management contract model for an "owner-rep" approach that promises to marry your creative vision with your capital stack—without the usual custody battle.
Do not disturb. Connectivity is starting to feel a lot like surveillance. If you're going to design a room with tech, make sure the "off" switch is the easiest thing to find.
Work it. Five tips for perfecting your video content in 2026.
Overachievers wanted. Cookie-cutter chains have nothing on the magic you’re making. Nominations are now open for the Independent Hotel of the Year, so get your submission in by February 9 before modesty gets the best of you.
Mars, but make it hotel-ish
Benjamin Uyeda and design studio Gry Space have touched down in Twentynine Palms, Calif., with a modular project that feels less like a hotel and more like a chic lunar colony. The Reset Hotel at the edge of Joshua Tree utilizes industrial shipping containers to frame the property amid the rugged terrain.
Why it matters: Strict material constraints may actually liberate the guest experience. By leaving 170 acres of the site wild and clustering the units into tight, intentional rows, the design forces a dramatic juxtaposition between the intentional quiet of the minimalist interiors and the sprawling, untamed land outside. Modular architecture at Joshua Tree National Park's first boutique hotel recedes into the background, allowing the landscape to do the heavy lifting. According to the Reset team, "It's an architectural approach that invites guests to slow down and let the desert in, both visually and emotionally." (Dezeen)
Above: A room at Reset Hotel Joshua Tree. (Courtesy)
Investors are eyeing the upside
New projections show nearly 99,000 U.S. hotel rooms are expected to open in 2026, with New York City alone adding about 4,850 rooms, with other top markets like Phoenix and Dallas following close behind. Supply is clearly accelerating in key markets.
Why it matters: A growing pipeline reflects optimism around travel demand, rate resilience and asset performance in top markets. Independent hoteliers: this is your prompt to reassess asset strategy, from renovation timing to exit planning. In markets attracting capital, clarity around brand identity and revenue mix is a real financial advantage. (Hotel Investment Today)
‘Hospitality is at a tipping point’
Mews’ “2026 Hospitality Industry Outlook” suggests that AI-driven search, booking and guest automation are on the cusp of becoming mainstream. AI is turning fragmented search and booking into continuous, conversational experiences—and fast.
Why it matters: The drumbeat is getting louder: Cleaning and structuring your content across channels is a revenue play, not just a housekeeping task, giving AI systems accurate fuel for recommendations that drive bookings. Rich, consistent facts about amenities, policies, rates and experiences signal relevance to algorithms and help protect your ADR. As generative and agentic systems start influencing visibility and conversion, your hotel’s digital presence matters more than ever. (PR Newswire)
"When you are welcoming someone into a hotel that has been owned and operated by a family for generations, you are welcoming them into someone’s home. There is no more authentic way to deliver hospitality.”
SHANNON KNAPP, CEO, LEADING HOTELS OF THE WORLD
Proudly independent
Leading Hotels of the World president and CEO Shannon Knapp has spent her career championing independent hotels that refuse to sand down their edges. In a conversation with hertelier founder Emily Goldfischer, Knapp’s perspective is a shot of adrenaline as we look toward the year ahead: Real differentiation, done well, compounds over time. At the Leading Hotels of the World, loyalty is built through recognition, personalization and respect.
Why it matters: Authenticity isn’t something you add when the market demands it; for Knapp, it grows through ownership, culture and care. Family ownership and true independence create an emotional gravity guests feel the moment they arrive; it's a sense of being welcomed into someone’s home, and that kind of connection is difficult to replicate or automate. (hertelier)
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Mint Pillow is curated and written by Jennifer Glatt and edited by Bianca Prieto.
