2026年酒店及泛服务业展望

Hospitality Outlook2026 Table of Contents 34Media contacts Foreword Today, perhaps more than ever, the way we work is changing. Technologicaladvancements, generational culture shifts and new customer and employee expectationsare having a huge effect on hospitality. At EHL, we believe that successful businesses donot simply adapt to these changes but spearhead them. As research by EHL faculty and industry experts shows, change presents both achallenge and an opportunity: to innovate and experiment, to create holistic systems thatplace people and planet at the center, and to harness new technologies to empowerstaff and guests. In other words, to reshape our workplaces for the better. One such opportunity is presented by AI agents, the new frontier of artificial intelligence.These autonomous systems can anticipate needs, make decisions and execute complextasks, freeing up staff to concentrate on what matters most in hospitality – the humantouch. Change is also afoot in food, as sustainability and technology drive a transformation inhow food is sourced, prepared and experienced. The foodservice industry is in a uniqueposition to lead this global shift towards more meaningful food experiences. Meanwhile,increasing consumer appetite for immersive travel experiences is generating creativenew offerings that engage the senses and resonate emotionally. Our relationship with sustainability is changing, too. Net zero is no longer enough; toreally make an impact, companies must actively give back to their communities andecosystems – a net positive approach that can be both purposeful and profitable. At the heart of all this is the notion of human-centricity. As the industry faces anincreasing labor shortage, human-centric leadership is more important than ever as weseek to make the workplace more attractive for employees and reshape hospitality tomeet the challenges – and opportunities – of the future. Facts & Figures 1 IN 8 JOBSGLOBALLYIN 10 YEARS 371 MILLIONEMPLOYEESWORLDWIDENOW $4.9TRILLION The global hospitalitymarket grew from $4.67trillion to $4.90 trillion in2024 (Source: HospitalityGlobal Market Report2024) Within the next decadehospitality jobs areexpected to compriseone in eight jobs globally,totaling more than 460million (Source: WTTC) The hospitality sectoremploys approximately371 million peopleworldwide (Source:WTTC) $7,011.13BILLION BY2029 $9.9 TRILLIONIN TRAVELSPENDING 5.3%ESTIMATEDANNUALMARKETGROWTH The projected growthof the global hospitalitymarket is set to soar to$7,011.13 billion by 2029(Source: HospitalityGlobal Market Report2024) Travel & Tourismcontributed just over$9.9 trillion to the globaleconomy in 2023.In the next decadeinternational visitorspending will reachabout $ 2.9 trillion (CAGR3.4%) and domesticspending will grow to $7.7trillion with a CAGR of3.3% (Source: WTTC) Future projectionsestimate the market willgrow at a compoundannual growth rate(CAGR) of 5.3% (Source:Hospitality Global MarketReport 2024) 10.3% OFWORLD’SECONOMY Travel & tourismcontributes $11.7 trillionto the global economy,accounting for 10.3%of global GDP (Source:WTTC) AI Agents inHospitalityAI AGENTS IN HOSPITALITY Driving Innovation,Well-Being, and PersonalizedGuest Experiences In a survey of 86 primarily US-basedtravel executives, cited in the 2025 reportRemapping Travel with Agentic AI fromMcKinsey & Company and Skift Research,26% of respondents indicated thatimplementing AI reduced their operationalcosts, 30% said it sped up decision-making,and 33% reported improved customerpersonalization. In addition, 36% observedhigher-quality outputs and 59% notedincreased employee productivity. Overall,a majority of participants stated that AIadoption over the past three years hadcontributed to more than 6% annual revenuegrowth and the same percentage in annualcost savings. Artificial intelligence (AI) is everywherenowadays. There is no conference or experttalk where AI does not take center stage.In the hospitality industry, the use of AItools is gaining importance and graduallybecoming a practical resource that, ifused correctly, can support staff, improveoperations, and enhance the well-being ofboth employees and guests. The success of these tools depends not onlyon thorough staff training and integrationinto operational ecosystems but also ona clear intention: to use AI to empoweremployees rather than replace them.By taking this approach, the hospitalityindustry can harness AI-driven systems toreduce operational strain, free up staff formeaningful guest interactions, and createmore resilient workplaces where peoplethrive – ultimately improving the guestexperience. AI IMPLEMENTATION INHOSPITALITY STILL LIMITED While the potential of AI in hospitality issignificant, adoption remains relativelylimited. A 2025 survey of 170 Europeanhospitality businesses conducted byHES-SO Valais found that most AIapplications in use today focus on real-time revenue management (42%), guestpersonalization (38%), and