One conference I look forward to each year is HITEC. The hospitality industry remains near and dear to me, and having the chance to connect with so many amazing innovators across the globe inspires me for what’s next.
From attending the sessions and talking with other hospitality innovators, six key themes continued to emerge:
- AI Integration: AI is no longer speculative; it’s quietly reshaping how hotels operate. Discussions emphasized the careful application of AI to enhance efficiency and personalization without sacrificing genuine human connection.
- Cybersecurity: Recognizing the expanding digital landscape, sessions focused on embedding security awareness deeply into hospitality culture—from frontline staff to senior management.
- Practical Ethics: A significant portion of the conversations focused on the responsible deployment of technology. Ethical use of AI, data privacy, and maintaining trust were central concerns. Additionally, there was a focus on how brands are investing in improved guest experiences with digital labor-oriented solutions, such as Agentforce.
- Data Integration and Access: Vendors showcased powerful data tools like Customer Data Platforms (CDP), data aggregation, and Customer 360 experiences. Easy access to data and making it actionable were clear differentiators among innovators. The industry’s openness has significantly improved, exemplified by platforms like Hapi, which centralizes data through open APIs, enabling robust innovation. AI’s potential hinges significantly on accessible and actionable data, and Hapi’s contribution here was notable. It was especially encouraging to see Luis Segredo, CEO of Hapi, recognized for his visionary work and inducted into the HFTP Hospitality Technology Hall Of Fame.
- Emerging AI and Agentic Use Cases: It was great to see many new companies driving innovation with AI and agentic workflows. While initial use cases heavily focused on guest communications and intelligent chatbots, the industry clearly anticipates a broader shift toward automation and agentic processes throughout hotel operations, from front desk management to backend systems.
- Next-Generation Loyalty Programs: Salesforce’s presentation of its new Loyalty Cloud platform highlighted the evolution of loyalty programs. The focus is shifting from simple points-based rewards to delivering deeply personalized, unforgettable guest experiences. One of my prior projects involved helping build an innovative loyalty program for a leader in luxury hospitality. We created a custom solution built on Salesforce to surprise and delight their guests. It was particularly encouraging to see Salesforce taking these previously bespoke innovations and integrating them into an accessible, mainstream product.
Beyond the sessions, HITEC once again felt like a grand reunion of hospitality technology colleagues. Every year, reconnecting with friends and colleagues creates a homecoming atmosphere, blending business discussions with personal connections. After a day full of engaging sessions, the HITEC spirit continued into numerous happy hours, parties, and dinner events. The theme of open integration carried into the evening, highlighted by Hapi organizing the popular “Hapi Bus,” which connected all evening events. More than just transportation, the Hapi Bus was a rolling party filled with engaging conversations, laughter, and an abundance of snacks and drinks—so enjoyable that many attendees chose to stay on board rather than hop off.
Finally, attending the Aquiva Labs-sponsored suite at the Fever basketball game was an exceptional experience, highlighted by a stellar performance from WNBA standout Caitlin Clark. Despite a few intense moments on the court, when Caitlin got poked in the eye and shoved to the ground by Sun players, the Fever’s teamwork and determination propelled them to an 88-71 victory over the Connecticut Sun – a fitting reminder that, as an industry, we achieve more wins when we collaborate and support each other.
My mind now continues to focus on what’s next. Beyond the hospitality industry, we are at an interesting intersection where all organizations are confronted with the reality that AI is here to stay, and those that fail to adopt a strategy will lose their competitive edge. We observe that, with concepts such as “limitless workforces” and “digital labor,” organizations are focusing on how agentic technology can help achieve revenue goals and ultimately deliver better customer outcomes.
If you’re considering how the limitless workforce fits into your organization, please get in touch!
Author
Nikolai Balba
CEO
