Les Roches has released its Spark research white paper, The State of Hospitality Report 2025–2026, outlining the key trends set to shape the global hospitality industry in 2026. The report identifies 2025 as a pivotal year in which hospitality moves beyond recovery into a phase of structural, technology-led transformation.
The study highlights three converging trends driving competitive advantage: the rise of asset-light expansion models, the shift towards AI-native distribution, and the growing adoption of robotics and automation. It also stresses the urgent need for reskilled human talent to complement technological advancements and deliver meaningful guest experiences.
According to the report, leading hotel groups are increasingly prioritising brand strength, operational efficiency, and lifestyle-led concepts over asset-heavy ownership models. At the same time, AI-powered booking platforms and data-driven distribution are reshaping how travellers discover and book hotels, making digital fluency and clean data infrastructure essential. Robotics and automation are also becoming mainstream, helping address labour shortages while allowing staff to focus on personalised service.
Les Roches emphasises that while technology is transforming operations, people remain at the heart of hospitality. The report concludes that future success will depend on the convergence of innovation and human skills—combining digital expertise, emotional intelligence, and creativity to meet evolving guest expectations.
