2026 is the year of the brand evolution ...Middle East

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2026 is the year of the brand evolution
source : hospitality net ( Middle East ) () 43
In 2025, hospitality experienced its first true channel shift in consumer behavior since the introduction of smartphones. AI-driven booking channels and large language models (LLMs) moved from experimentation to influence, reshaping how travelers discover, evaluate, and choose hotels. This was not simply a new distribution channel, it was a fundamental evolution in how brand information is read, trusted, and acted upon.

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