TOP NEWS

🌎 HEDONIST's global expansion of its scenario-based travel model reflects a shift in luxury travel. Instead of itineraries, trips revolve around narratives like historical moments or scientific expeditions, engaging travelers as participants. This model appeals to ultra-high-net-worth individuals (UHNW), prioritizing meaning, context, and memory over traditional luxury elements. As affluent travelers seek unique experiences, the luxury industry may increasingly adopt this approach, emphasizing depth and involvement in travel experiences.

☕ Lacoste launched its first permanent Café Lacoste in Paris, near its flagship store, following a successful Monaco pop-up. This 100-square-meter space, in partnership with Giraudi Group, features a menu by chef Thierry Paludetto, including club sandwiches and “L’Eau de Croco.” Experiential luxury, comprising 60% of global luxury spending, fuels this trend. Brand-led cafes serve as entry points and engagement hubs, mirroring similar moves by Yves Saint Laurent, Louis Vuitton, Dior, and others in retail-hospitality fusion.

💸 Feb 17, 2026, financial caution affects affluent travelers' hotel choices, as per Deloitte’s 2026 Travel Industry Outlook. Upscale hotels face reduced demand, particularly in upper-upscale and premium segments, while ultra-luxury remains stable. Gen Z and Millennials prioritize experiences and sustainability, influencing hotel demand. AI-driven booking shifts reduce traditional brand interactions. Regulatory pressure emphasizes transparent pricing. Hoteliers must adapt with clear value propositions to attract price-sensitive travelers.

🗺 Feb 17, 2026, affluent travelers favor authenticity, discretion, and local immersion over opulence in luxury hospitality. Research shows a shift toward "quiet luxury" with seamless service, local culture integration, and experiential offerings. Preferences include secluded locations, minimalist design, and invisible technology. Hotels focus on understated quality, personalized service, and authentic experiences. The trend signifies evolving guest expectations and a redefined luxury definition. Source: EHL.

🛁 Feb 16, 2026, India: The hospitality sector is booming due to AI events, trade, weddings, and spiritual tourism. Hotel demand surpasses supply, boosting room rates and expansion plans. Indian Hotels, Taj brand owner, anticipates this trend for 3-5 years, rapidly increasing capacity. Challenges include talent shortage and expansion in tier-two and tier-three cities. Growth focuses on mid-market and boutique segments to broaden market coverage. Demand drivers extend beyond business travel.

🚀 Booking.com's stock is experiencing a rapid decline, possibly due to the rise of AI in travel. The traditional OTA model (Guest → Google → OTA → Hotel) faces disruption as AI enables direct bookings and personalized, frictionless travel plans. Booking.com retains key advantages, including global inventory and payment systems, making it a potential infrastructure provider for AI agents. Operators should focus on direct bookings and data ownership to adapt. AI will reshape the travel industry, impacting margins and transparency.

🌐 Feb 13, 2026, Hyatt's AI investment shows measurable benefits in search, group sales, and efficiency. Conversational search redesign boosts conversion rates, while a branded ChatGPT app enhances discovery. AI tools review over 1.5 million RFPs, improving sales productivity by 20% and increasing revenue. Hyatt uses multi-model AI to maintain data control, focusing on quality. Competitors like Marriott and Hilton explore AI integration, assessing potential impacts on distribution and booking channels.

🏨 Mexico City, February 12, 2026: Shiji and ANCH, with partners like Amadeus and AWS, hosted the IT Assembly, gathering leaders from 32 hotel chains, covering 1,600+ properties and 250,000 rooms. The event emphasized digital transformation, highlighting AI, cybersecurity, and cloud systems. Investments yield returns in 14 months, boosting efficiency by 15%. Cybersecurity and digital payments were key themes, supporting Mexico's 300,000 hospitality jobs and aligning with ESG goals.

🎶 Smiling House Luxury Group integrates live music in chalets to enhance guest experiences, featuring local artists like singers, pianists, and DJs. The aim is to support local talent and offer authentic cultural connections. Future plans include curated access to local music events and personalized playlists. This strategy promotes creativity and unforgettable moments, using visual storytelling and artist collaborations to strengthen the brand's narrative and impact the travel community.

🏖️ In 2026, the hotel industry is embracing outdoor hospitality as a core growth platform. The global glamping market saw a 12.5% CAGR from 2020-2025. In fall 2025, Marriott Bonvoy launched its Outdoor Collection, and Google partnered with Ford to map the TransAmerica Trail. The U.S. celebrates its 250th anniversary with outdoor-focused travel in demand. Hoteliers are urged to enhance outdoor experiences, offering flexible accommodations and integrating local partnerships. Challenges include seasonality and staffing, demanding strategic planning.