“HITEC continues to be the premier gathering place for hospitality technology professionals worldwide,” said Frank Wolfe, CEO, HFTP. “The innovation, collaboration and knowledge-sharing demonstrated throughout this year’s event highlights the industry’s commitment to leveraging technology to enhance guest experiences, improve operational efficiency and drive business growth.”
Over four days, attendees gathered to discover emerging technologies, engage with industry experts and explore innovative solutions shaping the future of hospitality. The event featured an exhibition floor spanning 85,000 net sq. ft. and showcasing more than 400 exhibiting companies representing every major segment of hospitality technology, from AI and data analytics to property management systems (PMS), guest engagement platforms, payment technologies and cybersecurity solutions.
“It is so interesting to see the new up-and-coming technology, see new integration partners and our customers and prospects,” commented exhibitor Katie Adgent, VP, marketing, Reeco. “It’s the best of all the world coming together in one location.”
A new feature on the show floor was Workforce 20X: AI Innovation Lab hosted by HFTP’s AI Collective. This interactive learning experience was designed to be a supportive, judgment‑free space to learn about AI. Emerging AI tools, expert presentations and supporting information were showcased to offer a comprehensive view of how AI implementation reshapes daily workflows and drives operational efficiency.
The HITEC 2026 experience began on Monday with a lineup of educational programming and a headliner panel featuring hospitality leaders discussing the trends, challenges and opportunities shaping the industry’s future. Throughout the week, attendees participated in expert-led sessions examining the growing role of AI, automation, cloud-based technology, cybersecurity, revenue optimization, digital guest engagement, payments and data-driven decision-making across hospitality operations.
A highlight of the conference was Tuesday’s headliner presentation by keynote speaker, entrepreneur and author James Taylor. His presentation explored the intersection of human creativity and emerging technologies, providing practical strategies for fostering innovation, adapting to rapid technological change and leveraging AI to build more agile organizations. Through real-world examples and research-backed insights, Taylor challenged attendees to rethink how hospitality organizations can embrace innovation while maintaining a human-centered approach to service.
The conference also showcased the next generation of hospitality innovation through the Entrepreneur 20X (E20X) startup pitch competition, which brought together emerging hospitality technology companies that presented groundbreaking concepts and solutions before a panel of judges and industry attendees. Stayfull was the Judges’ Choice Winner, and Abra Hospitality was the People’s Choice Winner.
Also recognized during the event were three individuals who have excelled in the industry: Bob Gilbert with the HFTP Award of Merit, Mary Gerdts with the Hospitality Technology Hall of Fame and Steven Gay with the CHTP of the Year.
A recurring theme throughout the conference was the growing impact of AI on hospitality operations and guest experiences. Across sessions, exhibits and industry discussions, attendees explored how AI-powered technologies are transforming guest communications, personalization, predictive analytics, revenue optimization and operational efficiency. The conversations reflected an industry increasingly focused on balancing technological advancement with exceptional hospitality.
Two more HITEC events will take place later this year: HITEC Paris at EquipHotel Paris on Nov. 2-5, and HITEC Tokyo at the Hospitality Tech EXPO on Dec. 2-4.
The next edition of HITEC North America will take place June 28–July 1, 2027, in Orlando.
Tags: Frank Wolfe HITEC
