I’ve lost count of the “top trends for 2026” lists in my feed.🚩 So instead, here's my take: anti-trends — the things I believe still make the difference in hotel performance. Not what's in. Not… | Thijs de Boer | 10 comments

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I’ve lost count of the “top trends for 2026” lists in my feed.🚩

So instead, here’s my take: anti-trends — the things I believe still make the difference in hotel performance. Not what’s in. Not what’s out.

1️⃣ Break the silos
I’ve seen too many hotels where revenue, marketing, and operations work in isolation. Whether it’s acting too late, or trying to achieve different vanity metrics. It always means another missed opportunity that skipped our books.

2️⃣ Protect data quality
I love tech — AI and BI— but none of it matters if the data underneath is messy.“𝘎𝘢𝘳𝘣𝘢𝘨𝘦 𝘪𝘯, 𝘨𝘢𝘳𝘣𝘢𝘨𝘦 𝘰𝘶𝘵,” a phrase coined in the early 1960s by IBM programmer George Fuechsel, still holds true today.

3️⃣ Think total revenue, not just rooms
Packages, F&B, experiences — guests don’t buy a bed, they buy into the experience.
That’s where profitability often hides.

4️⃣ Never go on autopilot
Automation helps, but intuition still wins.
I make it a habit to check in with my gut. It’s rarely wrong.

5️⃣ Stop copy-catting
Just because the hotel next door does it, doesn’t mean it’s right for you.
Benchmarking is useful. But smart thinking and implementation is where the difference is made.