Series By Marriott Launch in Europe Plugs Midscale Hole
The launch shows Marriott pushing deeper into midscale with a brand built for portfolio deals, not just one-off conversions.
Luke Martin is Skift’s UK-based Jr. Hospitality Reporter, covering the dynamic world of hotels. Prior to joining Skift, Luke worked at GlobalData, where he covered a wide range of industries including hospitality, automotive, retail, and packaging.
Hilton Cuts Yotel Deal, Launches Select by Hilton
Hilton’s newest brand is aimed at bringing outside brands into its system without buying them outright. Yotel is the first test of that model.
Room00 Targets Italy and London in Expansion Drive
Room00’s new expansion plan sees its asset selection process adapt to each market. The company is not chasing a fixed hostel-hotel mix, but matching each property to the format that fits best.
UK Hotels Bounce Back, But London and Budget Offerings Underperform
A stronger second half helped the UK hotel market recover in 2025, but London lagged, and rising costs mean many operators are still struggling to grow profits.
Beckons Bets on Luxury Travelers Wanting Both Privacy and Place
Beckons is turning two established lodge operators into a bigger luxury platform, with strong high-end demand and rising owner interest helping support expansion in remote, experience-led stays.
Marriott Sees Middle East Travel Dip, Expands AI Tools
Marriott highlighted two forces shaping the hotel industry right now - geopolitical volatility and a race to build AI tools that keep travelers inside its direct channels.
Minor Hotels to Launch Wolseley in New York, Then Dubai
Minor is using Wolseley to test whether a storied restaurant brand can become a broader luxury platform, starting in New York and likely next in Dubai.
Hilton Launches AI Planner Tool To Meet Travelers’ Conversational Searches
Hilton’s new AI trip planning tool reflects how hotel groups are trying to stay visible while travelers increasingly use conversational prompts to plan and search trips.
Hyatt Tailors Luxury Offerings to Beat Fads and Trends
The luxury hotel boom is creating more sameness - Hyatt’s trying to avoid that trap with clear brand lanes for its luxury portfolio.
Accor Exec Warns AI Could Weaken Hotels’ ‘Human Connection’
Travel companies are increasingly using AI to facilitate travelers’ booking experiences, but overuse could end up over-standardizing brands and, crucially, eroding human connection.