8 experiential travel trends hotels need to know about in 2026
Something fundamental is shifting in how people travel. People used to go on trips based on destinations alone but now they’re choosing based on feelings and energy. They’re choosing places that reflect who they are – or who they want to be. Across Europe and beyond, we’re seeing hospitality concepts evolve in response. Multi-use spaces, […]
20 of the most exciting European hybrid hospitality openings in 2026
As hybrid hospitality specialists, we have seen industry and investor interest in the concept grow exponentially over the past seven years. Demand from both investors and consumers has led to established hybrid hospitality brands expanding quickly as well as a significant rise in new hybrid concepts entering and dominating the market. So, what’s happening this […]
The 5 hotel marketing trends you can’t ignore in 2026: how search, social & AI are rewriting the rulebook
Marketing in 2026 feels like it’s standing at a crossroads. On one side, AI has flooded every channel with fast, cheap, machine-made content. On the other, audiences are pushing back and craving something more real. That tension is everywhere. In fact, the Association of National Advertisers couldn’t even choose between “authenticity” and “agentic AI” as […]
Download our new white paper: Beyond the Blend: Hybrid Hospitality as the Blueprint for Living, Working & Belonging
When we published The Future of Hospitality: Why 2021 Was the Year of the Hybrid back in 2020, the world was only beginning to grasp how profoundly travel, work and living were starting to blend. Two years later, our follow up paper Hybrid Hospitality Unpacked explored what happened next – how forward-thinking operators were turning […]
The ultimate guide to TikTok Travel Ads for hotels and hostels
Over the past few years, TikTok has completely reshaped online behaviour – from how we discover trends to how we make purchase decisions. But nowhere is that transformation more visible than in travel. For today’s traveller, TikTok is the new search engine, the new TripAdvisor, and – increasingly – the new booking platform. Whether a […]
TikTok x Booking.com: why this new travel feature changes the game for hotels
TikTok has officially entered the bookings chat. In a move that will accelerate the shifts we’re already seeing in the way people plan and book travel, TikTok has partnered with Booking.com in the USA to trial enabling in-app hotel bookings. That means users can now scroll from travel inspiration straight into hotel rooms, check availability, […]
20 of the best hybrid hospitality brands in the UK
UPDATED: August 2025 The UK is one of Europe’s most developed hybrid hospitality markets – home to everything from design-led aparthotels and extended-stay concepts to pod-style hostels and community-first hotels. In cities like London, Manchester, Edinburgh and Glasgow, a new generation of hospitality brands is redefining what it means to stay. These are spaces built […]
Healing trips, hot girl sabbaticals & group chat getaways: the female travel forecast is here
The travel landscape is shifting – and women are leading the charge. According to the latest research, women now make up two-thirds of the global travel population and are travelling more often, more independently and more intentionally. With women expected to control $34 trillion in assets by 2030, female travellers are reshaping what luxury and […]
How to launch a hybrid hospitality brand the right way in 2025
Hybrid hospitality has revolutionised the industry, causing a fundamental shift in how hospitality brands are built, operated and experienced. Across the world, the number of brands blending short stays with long stays, F&B with coworking, and wellness with community programming is growing fast. But launching a successful hybrid brand isn’t just about having a great […]
12 of the best hybrid hospitality brands in Denmark
Hybrid hospitality continues to redefine what it means to stay somewhere. Across Europe, we’re seeing a wave of accommodation concepts that blur the lines between hotel, hostel, coworking space, cultural venue, and neighbourhood hangout – and Denmark is no exception. Denmark is home to a new generation of hospitality brands that prioritise flexibility, connection, and […]
