2026 Hunter Hotel Conference Recap: The Industry Vibe

Several Innvision team members took the pulse of the hotel industry at last week’s Hunter Hotel Conference, and here we share what they learned. After decades at its previous venue, the conference took place for the first time at Atlanta’s 976-room Signia by Hilton. This change of scenery to a new, modern hotel was overwhelmingly positive.

The layout at the Signia, where the exhibit area enjoyed easy access and high visibility adjacent to the conference’s main stage, fostered a more integrated experience. This closer proximity created a primary nexus of activity, keeping the flow of traffic steady and the energy consistent throughout the day. In addition, the "Hunter Late Night" activities were a standout hit, offering a relaxed environment for deeper networking and a little bit of fun after the sun went down.

The Vibe: Positive, Yet Cautious

As is often the case at hotel investment conferences, the best phrase to describe the atmosphere was "cautious optimism." While the overall mood remained upbeat, conversations were grounded in the reality of 2025’s negative RevPAR growth and rising costs. But despite little clarity ahead due to a war in Iran and general ongoing geopolitical uncertainty, conversations with hotel owners and operators indicated that they are not ready to pull back.

Instead, hoteliers are getting more selective with their opportunities, replacing the exuberance of the pre-COVID era with a disciplined focus on growth and stability. Several hospitality leaders characterized what was happening in the marketplace, where higher interest rates and costs mean new construction projects are harder to pencil thana decade ago, as more normal. With regard to the market for existing properties, one panel of brokers proposed that now was the best time to buy a hotel that they had seen in over 30 years.

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Budgets, PIPs, and Pipelines

Conversations at the conference touched on how although recent new supply growth has been lower than the historical long-term average, brand conversions are at a record high. As a result, “Change of Ownership” PIPs (Property Improvement Plans) are popular these days, along with more traditional scheduled renovations. In both cases, hotel owners are seeking value, or “bang-for-the-buck” to ensure projects will deliver the necessary return on investment.

Discussions with owners revealed that this also applies to scheduled PIPs franchisors are enforcing to maintain brand standards for FF&E. There is some push-and-pull, as hotel owners facing lower profit margins attempt to balance keeping the brands happy with renovating their properties in a cost-efficient way.

Despite more expensive financing, it was clear that many hoteliers at the conference were moving forward, actively hunting for their next deals and the capital required to execute on their plans.

Shift to International

Perhaps the most exciting forward-looking discussions centered on the massive influx of international tourism heading to American soil. While inbound international travel in 2025 was down, especially from places such as Canada, forecasters expect it to grow slightly in 2026 and much more meaningfully in 2027.

With the FIFA World Cup on the more immediate horizon, followed by the Summer and Winter Olympics a little farther down the road, there is an opportunity coming for hoteliers who can think globally. The advice for hoteliers was to research which countries will be playing World Cup games in their markets and to tailor their hotel’s guest experience to encourage the fans of those teams to make extended stays and/or return for multiple games.

AI as a Utility

Discussions surrounding Artificial Intelligence indicate that it is no longer just a buzzword – it is becoming a practical tool. The focus in 2026 for AI in hotels will be on efficiency and guest satisfaction. Hospitality leaders talked about using AI specifically for dynamic pricing and forecasting, automating guest communication, and streamlining back-of-house operations.

Chris Nassetta, CEO of Hilton, encouraged hoteliers to consider how AI could digitize and automate hotel staff tasks that were manually intensive, while arming them with more data to better inform team members and improve service for guests.

Final Thoughts

The 2026 Hunter Conference reinforced that while the industry is facing rising costs, financing hurdles, and a complex economic landscape, the spirit of hospitality remains resilient. The normalization taking place means that success this year won't just come from building more – it will come from building and renovating smarter, leveraging new technology, and preparing for the global spotlight of international sporting events.

With our hands-on approach to design and procurement, Innvision can help you think about how to build or renovate smarter within your upcoming hotel project. Contact us to begin a conversation and explore your options.