• In 2026, hotel industry operators are rethinking their business model, evolving from accommodation spaces to experience-centric ecosystems, in response to changes in guest consumption behavior.
This was one of the conclusions of the new edition of Intimate Roundtable Conversations, organized at the end of February by the Hospitality Culture Institute, under the theme "Hotel 2026: From accommodation to experience".
The event brought together over 50 leaders and professionals from the hotel industry, who applied their analysis to the transformations the sector is going through.
The guests of the edition were:
• Alexandra Pârvu – Sales & Marketing Hotel Representative, REPCEE
• Teodora Saitos – Revenue & Strategy Director, Euforia Retreat & Spa
• Ioana Dăncănăț – General Manager, Matca Hotel Relais & Châteaux
• Alexandru Pițu – Operational Manager, Casa Timiș Wellness and Spa Resort
• Ana-Maria Duduleanu – Co-Founder & Events Planner, Blue and Origins
The discussions addressed topics such as the repositioning of hotels in the experience economy, the integration of wellness and gastronomy components into the main offer, the pressure on costs and the need for operational efficiency, but also how technology and data can support a revenue strategy adapted to an increasingly volatile consumer behavior. Among the key conclusions of the debate are:
The hotel as a destination, not just as infrastructure
Participants emphasized that differentiation no longer comes exclusively from design or location, but from the coherence of the concept and the hotel's ability to create memorable contexts with the help of gastronomy and events, to wellness and integrated local experiences.
Dynamic pricing approach in an unpredictable context
Demand volatility and changes in booking behavior are forcing hotels to adopt a dynamic pricing approach and constant data analysis. Quick decisions and flexibility are becoming essential competitive advantages.
The guest experience starts before check-in
Communication, branding and consistency of message online decisively influence the choice of a destination. Hotels are encouraged to build a clear identity and develop long-term relationships with guests, not just one-off transactions.
Standardization and operational efficiency
In the context of margin pressure and staff shortages, operators are looking for a balance between personalization and well-defined processes that ensure consistency and cost control without compromising the experience.
“As the hotel industry matures, it becomes clear that there are no universal solutions anymore. Each hotel is looking for its own balance between experience, efficiency and strategic positioning. That is why face-to-face meetings, in which industry leaders openly discuss the real challenges and the difficult decisions they make, become essential. Only through honest dialogue and exchange of know-how can we build sustainable models for the coming years,” said Florin Maxim, founder of the Hospitality Culture Institute.
About Intimate Roundtable Conversations
Intimate Roundtable Conversations is the Hospitality Culture Institute's applied think tank – a strategic, small-group dialogue format that brings together relevant HoReCa leaders, entrepreneurs and professionals to analyze, in depth, the high stakes of the industry. Each edition is built around a theme with real impact, explored from complementary perspectives: operational, entrepreneurial, investment and consumer.
To foster genuine exchange of ideas and positions, the meetings are conducted under Chatham House rules, giving participants the freedom to use the insights gained without publicly attributing opinions or quotes. This approach creates the necessary framework for honest, relevant and solution-oriented conversations with direct value for the evolution of the hospitality ecosystem.
The Hospitality Culture Institute (HCI) is the European research and leadership platform that studies how gastronomic culture, hospitality and services shape human behavior and economic value. HCI uses hospitality as a living laboratory for the experience economy, bringing together leaders, researchers and decision-makers to build sustainable, human-centered business models.
Article source: Press Release Hospitality Culture Institute
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