The trends, the takeaways, and where to start implementing.
From June 16–19, 2025, nearly 6,000 hospitality professionals came together in Indianapolis for HITEC—the world’s largest and most influential hospitality technology conference. With over 360 exhibitors, packed keynotes, and next-gen innovations from both budding startups and established players, HITEC 2025 wasn’t just a tech showcase—it was a strategic compass for the future of hospitality.
Here’s a distilled recap of the six most critical themes and five industry-shaping trends that emerged from it.
Six Shaping Themes in Hospitality
1. AI Integration — Beyond the Chatbot Era
AI is no longer an experiment or a buzzword—it’s core infrastructure.
While chatbots are now table stakes, the conversation at HITEC 2025 centered on agentic processes that enable “limitless workforces.” AI is automating workflows from RFP responses to dynamic pricing and inventory optimization. The focus is shifting toward agentic processes, where “digital labor” drives efficiency without sacrificing personalization.
2. Cybersecurity is Now Everyone’s Job
As tech adoption grows, so does vulnerability. A single security breach can devastate guest trust and brand reputation.
With more and more guest data flowing through digital touchpoints, trust only begins with guaranteed safety and protection. Cybersecurity is no longer the IT department’s side project—it’s a boardroom priority. HITEC emphasized the importance of embedding security awareness into the DNA of hospitality operations, from front desk staff to senior leadership.
3. Practical Ethics in the AI Era
Responsible innovation took center stage. There was widespread consensus that trust is the currency of modern hospitality. From ensuring ethical automation to maintaining human oversight, the industry is prioritizing building trust over blind tech adoption.
4. Data Integration & Real-Time Access
AI is only as powerful as the data it runs on. Actionable, accessible data emerged as the baseline for personalization, smarter revenue strategies, and stronger loyalty.
This year’s standout tech included open API platforms like Hapi, which centralize disparate hotel data to unlock 360° guest insights.
In fact, Luis Segredo, CEO and co-founder of Hapi, was inducted into the HFTP Hospitality Technology Hall of Fame for his visionary work in this space.
5. Emerging AI and Agentic Use Cases
From AI agents that replace operational checklists to automation that handles planner inquiries in real time, the rise of new agentic tech was hard to ignore. Companies like Levee won big at HITEC’s E20X pitch competition for their real-time task execution agents.
These solutions have moved beyond novelty applications like chatbots to overhaul workflows, replacing manual processes with efficient, scalable systems. From check-in automation to backend analytics, HITEC showcased how these agentic technologies are becoming the backbone of hotel operations.
6. Loyalty Programs Get More Personal
Loyalty is evolving from points-based rewards to deeper personalization. The focus has shifted to delivering deeply personalized and unforgettable guest experiences that create emotional connections beyond transactional relationships.
Platforms like Salesforce Loyalty Cloud showcased how today’s programs reward guests with meaningful, memorable offerings—and not just free stays.
Five Broader Industry Trends to Watch
1. Economic Strategy in Uncertain Times
Economist Todd Buchholz, a keynote speaker and former White House advisor, reminded attendees that chaos is the new normal.
Buchholz emphasized strategies for creating prosperity despite economic turbulence, focusing on adaptive responses to changing economies, interest rates, consumer expectations, and international travel patterns. He insisted that hospitality leaders must balance agility with long-term vision.
2. Market Volatility & Consolidation
PwC’s 2025 mid-year outlook reported an 85% drop in hospitality M&A deals due to capital market instability and high borrowing costs. Yet, targeted acquisitions in luxury and experience-driven markets continue, with operators refining portfolios to prioritize digital capabilities.
U.S. Hotel occupancy slightly declines by 0.7% to 65.3%, while the average daily rate (ADR) increases by 0.8% to $162.72, maintaining overall revenue per available room (RevPAR) stability (+0.1%).
3. Demand Surges from Major Events
Major events like the NBA Finals between the Oklahoma City Thunder and Indiana Pacers drove hotel search demand up by 45% in Oklahoma City and 29% in Indianapolis. These spikes underscore the need for real-time demand insights and dynamic pricing to maximize revenue during high-demand periods. HITEC highlighted how data-driven tools enable hotels to seize these opportunities and optimize performance.
4. Collaboration >> Competition
From panels to pitch contests, the spirit of HITEC felt like a “grand reunion.” The prevailing message? Innovation thrives in ecosystems, not silos.
The conference reinforced that the industry achieves “more wins when we collaborate and support each other.” This collaborative approach goes beyond just feel-good networking—it’s a strategic necessity for navigating complex challenges together and accelerating innovation across the entire hospitality landscape.
5. Continued Strategic Development and Renovation
Despite economic uncertainty, the industry is investing in growth. Examples include the Hyatt Centric Chicago O’Hare’s modern renovation, the luxurious Wolfe’s Hotel in Moab, Utah, and the new Margaritaville Hotel Kansas City. The approval of The Bellevue Hotel in Newport, Rhode Island, a 91-key luxury boutique set for 2027, reflects confidence in experience-led assets that cater to evolving traveler preferences.
What This Means for You—And How Hippo Video Fits In
At Hippo Video, everything we build is designed to help hospitality leaders scale the human touch with the power of AI video. What HITEC showcased on the big stage—we help you implement on the ground.
Here’s how we align with 2025’s biggest themes:
AI-Powered RFP Automation
Tired of manual follow-ups and untracked PDF proposals? Hippo Video auto-generates video proposals and dynamic deal rooms from any incoming RFP—email, Cvent, or web. Our AI decodes requests, adds personalization, and turns cold responses into warm conversions.
Multilingual Virtual Tours & AI Avatars
Guests and planners can now experience your property in over 30+ languages, guided by digital AI hosts. Whether it’s a virtual venue walkthrough or upselling during check-in, Hippo Video helps you build emotional connections—before anyone even steps foot on your property.
Video ChatBots and 24/7 Support
Our smart video chatbots handle FAQs, provide proposals, or even run live Q&A—so your team focuses on high-value tasks while automation handles the rest.
Post-Stay Engagement & Testimonial Collection
Drive loyalty and reviews with personalized post-stay videos and seamless guest testimonial workflows. Happy guests make great marketers—we just make it easier for them to tell the world.
Deep Analytics, Measurable Impact
Track every interaction: who watched your video, when they dropped off, and what clicked. Make smarter follow-ups with our real-time engagement data.
Our Results
| 30–40% Less Manual Work | 3X RFP Engagement | 1.6X Increase in Lead Volume |
| 80% Reduction in Proposal Clarifications | 60% Faster Deal Closures | 66% Boost in Net Promoter Score (NPS) |
Final Word
HITEC 2025 made one thing clear: the future of hospitality belongs to those who can combine personalization with automation, data with empathy, and innovation with execution.
If you’re ready to lead in this new era—we’re ready to help you scale it.
As you plan for the second half of 2025, let’s explore how you can leverage video automation to boost productivity, increase bookings, and wow your guests—without increasing headcount.
Experience how AI video can turn your workflows, proposals, and guest journeys into moments that matter and stand out. Book a Demo with Hippo Video 🎥Â