The 2026 Hotel Tech Reset: What’s Driving Decisions and What Comes Next
If there’s one phrase making the rounds in hospitality this year, it’s the “Great Hotel Tech Reset.” We saw analysts at Skift and Hospitality Technology pointing to operators moving beyond experimentation and toward strategic tech modernization, navigation of AI, platform consolidation, and ways to meet the demands in the guest experience.
On the ground, we’re seeing the same pattern play out across Affixify: hoteliers are diving into deliberate, feature-led evaluations to make confident choices. The reset isn’t about flashy innovation; it’s about clarity, outcomes, and connection.
Less Noise, More Intentionality
In the last two years, the hotel tech landscape ballooned with options like PMS upgrades, revenue management reboots, CRM/CDP integrations, AI-powered pricing tools, and more. But in 2026, the narrative has shifted:
Hoteliers are simplifying their stack, being concise in their needs and consolidating where they can for cost-savings.
Decision makers are demanding feature transparency, performance benchmarks, and real customer validation.
This is where Affixify steps in. With our pre-vetted feature catalog for the hospitality industry, we make decision fatigue a thing of the past and focus on the best fit connection.
PMS and Consultants for the Win
On Affixify, the two most-searched categories aren’t flashy point solutions; they’re Property Management Systems (PMS) and consultants. That pairing says everything. Hotels are re-evaluating their core operating system while simultaneously seeking expert guidance to get it right. Replacing a PMS is no longer a technical upgrade; it’s a strategic decision tied to operations, revenue, integrations, and guest experience. And the rise in consultant searches reinforces what we’re hearing across the industry: hoteliers want validation, context, and trusted partners to help navigate increasingly complex tech ecosystems, not just vendor demos.
Data & Integration, Not Just Functionality
Hoteliers are showing sophisticated appetite for systems that:
Share data seamlessly across CRM, RMS, and loyalty engines
Reduce manual work via open APIs and bi-directional syncs
Support real-time decisioning, not batch exports
One of our most searched features in Affixify continues to be integrations of all types, not because they’re trendy, but because teams want one source of truth for guest data, forecasts, and segmentation.
Partners & Ecosystems Win Trust
One of the most notable shifts? Consultants, integrators, and ecosystem validators are becoming the new influence node.
Buyers are:
Leaning on industry experts earlier
Cross-referencing consultant recommendations with actual vendor performance
Using third-party validation to cut through marketing claims
In short: meaningful human connections still matter even if the decisions are data driven.
So What Does the Reset Mean for You?
2026 is the year of thoughtful modernization. If you’re evaluating tech this year, focus less on feature checklists and more on:
Ecosystem fit: How does this system play with what you already have?
Feature alignment: What do you really need and which system delivers it?
Validation sources: Are you relying on data, consultants, AND real references?
This reset is a realignment of how decisions are made and why. And as we’ve seen through Affixify data, the hottest buyers aren’t window shopping. They’re mapping problems to features, validating fit, and moving with intent.
If you want help understanding what your peers are actively considering right now, or which categories are heating up fastest, let’s talk.