Why hotel designers aren't impressed by 'calming' white choice as Pantone's 2026 color of the year
Every year in December, Pantone releases its color of the year. In recent years, the selections have been a neutral brown, a soft peach, a vibrant magenta and even a periwinkle blue. But this year, the company's color of the year selection was Cloud Dancer — a calming hue of white, a color notoriously challenging for hotel design.
Molly Forman, interior designer at Washington, D.C.-based boutique design firm //3877, said that Pantone's annual announcement always generates buzz in the greater design industry and among her hospitality clients. But she said the response to this Pantone color choice has been mostly opposition to incorporating the color into hotel design.
"Light, white colors in hotels are very, very difficult," she said. "We're designing for durability. We need longevity."
While it's unlikely Cloud Dancer will be a central color in a hotel's design, it could make a great accent or wall color in the right case. Laura McKoy, chief creative officer at Omni Hotels & Resorts, said she's worked on a few projects recently that have sought out white wall colors so as not to contrast with the breathtaking views surrounding certain resorts.
McKoy mentioned hotels such as the Omni Scottsdale Resort & Spa at Montelucia, Omni La Costa Resort & Spa and Omni Pontoque Resort at Punta de Mita, expected to open outside Puerto Vallarta in 2027. At those resorts, "the landscaping is so stunning that we wanted the room to kind of be a retreat from that," she said, "and when you looked out the window, that you were seeing all the colors on the landscaping and the walls were not competing."
Another hotel McKoy said recently incorporated white into its design is the Omni Parker House in Boston. The 551-key historic hotel has a smaller room layout, so in the recent renovation, the hotel painted the guestroom walls a white color to make the space feel more open.
When McKoy saw the Pantone announcement, she thought it didn't really seem like a color, rather more of a background design choice. She said designers are always searching for the ideal shade of white that doesn't have too much of an undertone one way or the other or that doesn't pull too much from other colors.
"We're all looking for that perfect white. Is Cloud Dancer that perfect white for this year?" she asked.
Both Forman and McKoy agree that regardless of what color Pantone picks each year, they take the selection with a grain of salt when it comes to hotel design. Hotels need to be designed timelessly and avoid trends in general. But Forman said she does glean important information from trend announcements like this one. The selection of Cloud Dancer and the reasoning behind it resonates with what she's seeing hotel guests want.
"The importance to us, especially in hotels, is actually more on, oddly enough, the psychological end," she said. "It tells us a little bit more of a story about how people are feeling or what people are thinking."
In its explanation of the selection, Pantone said that Cloud Dancer "serves as a symbol of calming influence in a frenetic society rediscovering the value of measured consideration and quiet reflection."
Presenting calm and serenity is a hotel design trend Forman has seen a lot during the second half of this year.
"Everybody wants this sense of of relaxation and this sense of visual comfort within the space somewhere. And so I think for that reason, psychologically, it very much makes sense," she said.
But there are other design elements that can accomplish this while still maintaining durability that white textiles would not be able to provide, Forman said. She added hotel design might trend toward more neutral colors with textiles with multiple textures.
"I think we're going to see potentially spaces that have a little bit less contrast in them. Or taking a single-color, monochromatic approach or a single-tone approach to color use," Forman said.
All of this falls in line with another trend Forman has been seeing in design: quiet luxury, which originated in the fashion world before expanding to other types of design. She hopes to see this trend evolve to include more twists of "integrated whimsical elements into it" in the new year, she said.
But hotel guests shouldn't expect to see more white — Cloud Dancer or otherwise — in hotels following the Pantone announcement.
"It's important from a contrast perspective," Forman said. "But I think largely in the hospitality field — although we love our white beds — cleanability is still paramount, and an all-white anything is just very hard to sell in hotels."
Y2K never had the injurious impact many thought it would, but it was around the turn of the century when hoteliers stumbled and let the proverbial barbarians through the gate, causing an irreversible way in which customers book travel.
For more than two decades, hoteliers have fought an uphill battle against digital giants that promised exposure but delivered dependence. First came the online travel agencies, or OTAs, Expedia, Booking.com, Google Travel and the like, convincing hotels that partnership meant progress. Search engines exacerbated it. Now, a new force has entered the arena: natural language.
Ask ChatGPT: “Find me a boutique hotel in Charleston,” and the results don’t come from a neutral marketplace. They come from the data and partnerships of whoever integrated first—usually the biggest players, with the deepest pockets. It’s a reality that Brad Brewer, founder of Brewer Digital Marketing and Agentic Hospitality, is determined to change.
Brewer is a former web architect turned AI strategist and his aim now is to shape how hotels communicate online and interact with artificial intelligence. His company builds the underlying infrastructure connecting hotel data and content to search engines and AI platforms. He also contributed to Schema. org, the framework Google would later adopt to help the internet understand products, pricing and offers in a structured, machine-readable format. In 2015, his work was featured in the Semantic Technology Institute at the University of Innsbruck, where students used his Schema.org generator to create real-world hospitality applications—an early academic validation of his structured data technology.
Brewer is now taking on his next challenge with gusto: defending hotel independence. In his corner are tech innovators who believe guest relationships and data ownership belong to the people who actually host the guests. Opposite him are the likes of Sam Altman, CEO of OpenAI, and other digital titans of travel. They’re not wearing hotel uniforms; they’re donning algorithms. Together, they represent the new gatekeepers of discovery—the code that determines what travelers see, what they pay and who profits.
FAIR AND TRANSPARENT
Brewer’s concern is simple: OpenAI’s partnerships with OTAs could recreate the same dependency cycle that once defined online travel. Without safeguards, such as Europe’s Digital Markets Act, he warns that hotels will again pay for visibility in AI-driven recommendations. “If AI assistants become the new travel agents—and they already are—independent hotels could disappear from AI search results entirely,” Brewer said.
It’s why Brewer created Agentic Hospitality’s Travel Operating System (TravelOS MCP), which connects hotels directly to AI ecosystems without relying on intermediaries. It lets hotels feed real-time rates content and availability into natural language assistants, such as ChatGPT, ensuring visibility and fair competition. Hotels pay a flat licensing fee rather than ongoing commissions—a model Brewer said returns control to the people running the properties. “Hotels need to embed themselves directly into TravelOS MCP to ensure visibility and fair competition,” he said. “Otherwise, they’ll face the same fate they did in the early 2000s: dependence on middlemen who control data, ranking and guest access.”
BUILDING THE AI SUPERHIGHWAY
Altman isn’t trying to destroy the hotel industry; he’s trying to rebuild the internet through natural language. In his world, AI is the new interface for everything—search, commerce and travel. Soon, travelers won’t browse websites or apps; they’ll simply converse with an assistant that plans, books and personalizes every trip. It’s frictionless and intelligent, but only for those with access to the system’s pipelines. “To make that experience seamless, AI has to decide which hotels—and which offers—make the cut,” Brewer said. “Right now, that data still flows through the same gatekeepers controlling availability and rates.”
Altman calls OpenAI’s model neutral. Brewer disagrees, saying its ecosystem favors those who integrate first—usually the giants with the deepest pockets. It’s an existential moment, Brewer argued. “If that’s the future,” he said, “independent hotels don’t stand a chance.”
Brewer’s approach is a parry of sorts that seeks to level the playing field through an open infrastructure that makes hotel data portable and accessible across AI ecosystems—not locked inside one platform— allowing hotels to be found, understood and booked directly without gatekeepers or control from big tech. It also empowers suppliers: hotels maintain control of their digital presence in the AI era and connect directly to assistants through open protocols, like TravelOS MCP, cutting out unnecessary intermediaries. Last, decentralized distribution. Rather than a single assistant deciding outcomes, Brewer envisions a network of agentic, interoperable hotel endpoints where AI works for the hotelier, not the middleman, and guests own their data while shedding loyalty overload.
REDEFINING THE RULES
Brewer’s fight isn’t over market share; it’s a battle over who shapes the digital marketplace itself. Altman’s north star is efficiency—fewer clicks, greater personalization, more predictive power. In Altman’s model, control naturally flows upward toward a few powerful AI ecosystems that mediate every interaction between brands and consumers. It’s clean. It’s convenient. But it’s centralized.
Brewer’s north star is equity— open data, fair discovery and independent ownership. In this countermovement, Brewer foresees a future where natural language is the connector, not the controller. He believes hotels should own their own data, shape their own offers and plug directly into natural language ecosystems on equal footing with the OTAs and tech giants. His vision decentralizes power: hotels reclaim agency, guests regain choice and the AI acts as an enabler, not a gatekeeper.
Both visions have merit: Altman’s offers convenience and simplicity for travelers; Brewer’s offers sustainability and fairness for hotels. The future of hospitality may depend on finding a balance between the two.
STANDING OUT
In a world where most hotels look identical online, Brewer’s strategy for visibility is bold, but practical. His concept, “Hotel Rich Cards,” transforms a hotel’s plain-text search result into an interactive, AI-ready experience—complete with live pricing, ratings and imagery.
“Stop blending in. Start standing out,” Brewer said. “Hotels that keep hiding behind generic listings will stay on defense, ducking blows from the OTAs and AI gatekeepers. But those who learn to throw clean, data-driven, direct punches will own the guest’s attention.”
Hotel Rich Cards are Google-powered, Schema-driven structured data that transform a hotel’s plain-text search result into something eye-catching. Instead of a lonely link buried under Expedia listings, a hotel appears on the results page as a bold, interactive ChatGPT App card, complete with images, star ratings, live pricing and the unique property story.
2026: THE YEAR OF NATURAL LANGUAGE SEARCH
This fight is not about technology. It’s about truth, access and fair play. As the gatekeepers guard their corners with algorithms and paywalls, Brewer continues to rally those who see what’s at stake: an open, equitable web where hotels own their relationships, not rent them.
Brewer said he believes natural language search marks travel’s next great shift—no dropdowns, booking widgets or endless forms. The web is evolving from search engine to conversation. Soon, travelers will simply say, “Find me a luxury spa weekend in Napa Valley,” and receive personalized results with real availability—instantly.
Through Agentic Hospitality, Brewer is seeking to help hotels step into that future with a platform that connects them directly to the engines of natural language discovery, turning static websites into conversational, context-aware experiences. The interface has evolved— from graphical to mobile to natural language. This time, the web is listening.
“Hospitality isn’t a subscription,” Brewer said. “It belongs to the people who live it, breathe it and serve it every day. The fight for ownership isn’t over—it’s just begun.”
Omni Hotels & Resorts has opened Omni Fort Lauderdale Hotel, following a ceremonial ribbon cutting held on Thursday. The hotel welcomed its first guests as part of the expansion of the Broward County Convention Center District. The opening was completed in partnership with Broward County, Visit Lauderdale and developer Matthews Southwest.
“Today’s opening marks an exciting new chapter for Broward County and Omni,” said Kurt Alexander, president of Omni Hotels & Resorts. “We are deeply grateful to the Broward County Board of Commissioners for their vision and leadership, as well as to our construction, design, and development partners whose collaboration brought this hotel to life – marking Omni’s proud return to South Florida after more than 20 years.”
The hotel is located on the Intracoastal Waterway and includes 801 guest rooms with 82 suites, seven dining venues, a Mokara Spa, a fitness center and more than 120,000 square feet of meeting and event space. Amenities also include a pool deck and proximity to Port Everglades Cruise Terminal and Fort Lauderdale-Hollywood International Airport.
Omni Fort Lauderdale serves as the anchor hotel for the convention center district expansion. The project addresses demand for on-site convention accommodations and is intended to support large-scale events. The development is expected to generate more than $450 million for the local economy and create more than 3,000 full- and part-time jobs.
“It is with immense pride that we open our doors and welcome our first guests to Omni Fort Lauderdale,” said Gayla Guyse, general manager of Omni Fort Lauderdale. “Our prime waterfront location, exceptional amenities, and seamless integration with the convention center uniquely position us as a premier meetings and leisure destination on a global scale. This allows us to drive meaningful economic impact, continue to create professional opportunities for our community, and deliver the award-winning service that defines the Omni experience.”
The building was designed by Nunzio Marc DeSantis Architects, with Balfour Beatty serving as design builder and Stantec as architect of record. Interior design was completed by EoA Group. The design concept was inspired by Florida landscapes and references the historical journey of the Barefoot Mailmen, with spatial elements intended to reflect movement from land through waterways to open water.
Meeting and event facilities include more than 120,000 square feet across multiple levels. Additional space includes the Port Everglades Ballroom, breakout rooms and outdoor terraces connected to the convention center.
Dining operations are led by executive chef Cristian Mosquera. The hotel includes Fair Ketch, Reef 76 Kitchen & Bar, Ibis Sky Lounge, Hidden Key, Tide Coastal Kitchen and Leeward Market. An additional Italian chophouse is scheduled to open in 2026.
Wellness amenities include the Mokara Spa, which spans more than 8,500 square feet on level 10 and features treatment rooms, a Hammam, a steam room and a relaxation lounge. A fitness center and pool deck are located nearby, completing the hotel’s wellness and recreation offerings as the property begins operations within the convention center district.
On the fourth night of my hike on the John Muir Trail, I finally turned my phone on. I’d kept it off for days to save my single battery pack, but I was also homesick. I’d only ever done long-distance hiking with my dad, and now I was deep into a 120-mile trek with six strangers. It felt silly to admit as a grown woman, but two weeks in the American backcountry without my dad felt lonelier than I’d expected.
I kept my phone off for the first three days. With only one battery pack and a desire for some early separation, I didn’t want to waste power on unproven tech. The rhythm of hiking creates its own kind of meditation: one foot in front of the other through Jeffrey pines and meadows of shooting stars.
But on night four at Palisade Lakes, after we’d hauled freshly resupplied packs weighing 40-plus pounds up the brutal Golden Staircase, the length and intensity of our trip really sank in. The next day, we’d be coming up on Mather Pass, and I was intimidated to say the least.
I hunched over my phone in my tent and tentatively turned off airplane mode, curious to see what would happen. I was part of T-Mobile’s beta testing group for T-Satellite with Starlink, a service that uses satellites to deliver connectivity where cell towers can’t reach.
During my hike, the beta service offered only text messaging, and a flood of texts poured in, along with a wave of emotion. There were encouraging messages from friends, and most importantly, from my dad.
I texted him about conquering the Golden Staircase, about my aching shoulders, and the alpine lakes that made it worthwhile. His response came through about a minute later. Pride, encouragement, and the reminder that I was capable. The next morning, I woke ready for Mather Pass.
Unlike Apple’s satellite system, which requires manual reconnection each time, T-Satellite stayed connected as long as I remained in the dead zone. A small satellite icon appeared in my menu bar with the banner “You’re messaging by satellite.” From there, texting worked almost normally.
According to a T-Mobile representative, “Once you are out of reach of a tower, your phone will switch to T-Satellite. You don’t need to hold your phone up to stay connected, it just works.”
The service uses 650 Starlink satellites integrated directly into T-Mobile’s network, making it compatible with most smartphones made in the last four years.
For me, messages were sometimes sent instantly, and other times, took a minute or two. On exposed passes like Mather and Pinchot, the service was consistent. In valleys or heavier tree cover, it slowed but still went through. I could even text from inside my tent at camp without needing to stand in an open meadow pointing my phone skyward (a necessity for my hiking buddies who only had Apple’s satellite capabilities).
The most striking contrast came at a moment on Mount Whitney’s summit. We stood at 14,505 feet, the highest point in the contiguous U.S. Suddenly, we had actual cell service, at the very top of the mountain. A friend FaceTimed her parents, and another hiker cried as she called her husband. After days of satellite texting my way through the backcountry, watching the video calls felt almost surreal. I tried to FaceTime my dad, too, but in a twist of connection irony, he was out of cell service while on his own day hike.
The lack of connectivity in the backwoods can be a boon that brings revelations and peace, but it can also often cause tragedies.
“T-Satellite raises the baseline for backcountry safety by giving people a lifeline on the device they already carry,” says a T-Mobile representative. “With Text to 911 capabilities and use of essential apps off the grid, hikers have more ways to stay connected and get help if they need it.”
I was traveling with two guides from Wildland Trekking, so emergency support wasn’t top of mind. But had I been hiking solo, T-Satellite would have brought my family and me a sense of relief. Now that the service has expanded to include AllTrails integration, it’s even more of a safety net.
T-Satellite is included on specific T-Mobile plans or available for $10 monthly on 60+ devices, but whether it’s worth it comes down to how you want to move through the backcountry. If you crave complete disconnection, you might not want it. But if you’re like me, someone who finds comfort in the option of staying connected even from remote places, it offers a sense of security. I can keep my phone on airplane mode when I want that disconnection, but turning it back on and accessing support is just a few buttons away.
The backcountry experience is evolving with technology, but I hope that adding satellite connectivity doesn’t diminish the wildness. I hope it expands accessibility and allows us to move through it with less anxiety.
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