-
Image Credit First Hospitality
As the hospitality industry anticipates the challenges and opportunities of 2026, First Hospitality is positioning itself at the forefront by prioritizing transparency, technology, and strategic planning. The company aims to navigate the evolving travel landscape by leveraging real-time analytics and operational discipline to enhance long-term performance.
Technological Advancements and AI Integration
A significant trend shaping the future of hospitality is the integration of AI-driven technologies in search and decision-making processes. Tools such as Google’s AI Overviews, ChatGPT, and Perplexity are transforming how travelers discover and choose hotels. Alec Schraegle, Senior Director of Digital Marketing at First Hospitality, highlights the dual nature of this shift as both an opportunity and a challenge for hotels. To address this, First Hospitality is implementing a range of tools and resources to help its properties adapt to these changes.
The GEO Playbook is a comprehensive guide designed to help hotels understand AI-driven search tools and improve their visibility. It provides clear steps, best practices, and tactical recommendations to adapt to evolving search behaviors. Additionally, First Hospitality is enhancing operational efficiencies through First Analytics, a suite of real-time performance tools that offer data-rich insights to property leaders, enabling them to respond swiftly to market shifts.
Labor Market Dynamics and Workforce Retention
In response to ongoing labor market challenges, First Hospitality is focusing on employee retention and recruitment to maintain service quality. The company achieved over 150 internal promotions in 2025 and reduced the time-to-fill for key leadership roles to under 30 days. With a Glassdoor rating of 4.3/5, First Hospitality is committed to fostering a stable and motivated workforce.
Revenue Management amidst Economic Trends
First Hospitality is navigating macroeconomic conditions that affect traveler behavior, including cautious consumer spending and reduced corporate travel. Despite industry forecasts predicting minimal RevPAR growth, First Hospitality anticipates modest growth driven by strong ADR performance. The company’s sales teams have demonstrated success by increasing occupancy and RevPAR index, leveraging local market intelligence to negotiate higher rates while remaining competitive.
Dining Innovations and Guest Experience
Danny Py, Vice President of Restaurants and Bars at First Hospitality, identifies “mindful indulgence” as a defining trend for 2026. Guests are increasingly drawn to low-alcohol and spirit-free cocktails, as well as menus that elevate everyday dining experiences. Hotels like The Lively Hotel in Oklahoma City are early adopters of these trends, offering craft mocktails and “everyday luxury” small plates.
The rise of the “value economy” is reshaping traveler expectations, with guests prioritizing meaningful local connections and personalized experiences. First Hospitality is embracing this shift by enhancing guest touchpoints across its lifestyle portfolio. At The Hancock Hotel in Findlay, Ohio, guests receive a personalized welcome with local treats and handwritten notes.
Housekeeping Teams as Brand Ambassadors
Housekeeping teams are evolving into ambassadors of wellness, safety, and sustainability. As labor shortages persist, these teams are adopting new efficiencies through technology and enhanced training. This approach not only elevates the guest experience but also aligns with First Hospitality’s “People First” culture.
Conclusion
First Hospitality’s strategic focus on technology, workforce stability, and personalized guest experiences positions it to thrive in the dynamic hospitality landscape of 2026. By integrating AI advancements, adapting to labor market trends, and enhancing guest interactions, the company aims to navigate economic uncertainties while maintaining a competitive edge.
