Article
What’s My Brand?
The hotel industry in 2026 faces a critical inflection point where technology investment alone no longer guarantees competitive advantage. As AI adoption accelerates, sustainability mandates tighten, and traveler behaviors shift amid economic uncertainty, the defining factor becomes whether hotels have transformed their technology into meaningful guest experiences. This analysis explores how hospitality brands can bridge the gap between technological capability and customer-centric innovation.
Jeffer Mangels & Mitchell LLP