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Hoops, Hospitality & High Tech: Game-Changing Innovation Takes Center Court in Indianapolis
- Suzanne Bagnera and Emily Penfold Dailey
- Jul 7
- 6 min read
Indianapolis played host to an unforgettable week of hospitality excellence as four powerhouse conferences converged downtown—set against the electric backdrop of the WNBA’s Indiana Fever and the Pacers’ NBA Finals run, with a slam-dunk welcome reception at Lucas Oil Stadium. Nearly 6,000 global professionals packed the Indiana Convention Center for HITEC 2025, the world’s largest and longest-running hospitality technology conference, produced by HFTP®. Attendees explored the latest in hotel tech from 360+ exhibitors, participated in visionary sessions on AI, cybersecurity, and digital transformation, and networked with leaders from over 60 countries.
Upstairs, HSMAI’s 2025 Commercial Strategy Conference brought together 900+ sales, marketing, and revenue optimization experts to tackle commercial performance through cross-functional collaboration, AI-driven personalization, and integrated team strategy. iHITA’s academic technology conference deepened the dialogue with research-based perspectives on tech implementation and innovation, bridging the gap between theory and practice. Meanwhile, ICHRIE’s (International Council of Hotel, Restaurant, and Institutional Educators) annual conference united educators, graduate students, and scholars to explore cutting-edge hospitality and tourism education, curriculum design, and industry-academic partnerships.
Together, these co-located events created a dynamic, full-court press of ideas, innovation, and inspiration—driving the hospitality industry forward from every angle.
AI Whitewashing: Buzz vs. Impact
But let’s call out the elephant in the room: AI whitewashing—a recurring theme no one could ignore this week. As Glenn Haussman and Max Spangler pointed out in their HITEC 2025 conversation—everything’s been AI-washed this year, with vendors stamping the “AI” label on every solution without grounding it in real impact (watch it here). Yes, educational sessions across HITEC, HSMAI, iHITA, and ICHRIE delivered solid baseline rundowns—like machine learning vs. large language models vs. generative AI—but most stopped at definitions.
We’re excited for what’s to come: San Antonio will host HITEC, HSMAI, and IHITA together again in 2026, with ICHRIE returning to its July dates in Las Vegas. And despite a few unexpected twists—including a surprise tornado sheltering experience—we left inspired, informed, and energized for what’s next.
We need to push further: this isn’t a fad (remember when people thought social media wouldn’t last?); it’s a transformation. To that end, Suzanne Bagnera and Dale Gomez are leveling up the industry with their Advanced Hospitality Technology: Integrating AI and Machine Learning course starting this September (use our exclusive discount code: hertelier@20%). Feedback makes it crystal clear: we must move from AI awareness to AI fluency, embedding these tools thoughtfully, responsibly, and with measurable ROI.
Smarter with Data: Fueling AI Innovation in Hospitality
Artificial intelligence may be the buzzword of the moment, but as industry leaders emphasized all week, smart AI starts with smarter data. At the HSMAI Commercial Strategy Conference, that message came through loud and clear in the breakout session, “Data Through the Firehose.” Panelists Katie Moro (Amadeus), Kristi White (Groups360), and Jennifer Hill (Kalibri) spotlighted rapid changes in traveler behavior and how data must evolve to meet those demands. Booking windows are compressing to 15–60 days, with 20% of stays now booked just 1–7 days out. Business-class airfare is up 17% YoY, while economy fares decline, and global travel from Japan is surging—presenting new challenges for revenue, personalization, and pricing strategies.
Meanwhile, in the same session, Kalibri’s Kelly Klocke emphasized that trust in data is now a leadership imperative. “It’s not just about having the numbers—it’s about empowering teams to act on them,” she noted. This aligned with the week’s broader AI theme: technology without critical thinking or reliable inputs risks collapse. In fact, HSMAI President Brian Hicks and Dimple Jethani (Aramark Destinations) shared a warning—citing a recent MIT study showing that people using large language models to write content demonstrated reduced brain activity, and 80% couldn’t recall their own words. A sobering reminder that actual intelligence must come first.
Benu Aggarwal (Milestone) delivered some of the conference’s most compelling AI-related metrics: hotel searches driven by AI surged 535% year-over-year, with large language model referrals doubling month-over-month. Branded search is fading as intent-based AI queries rise, signaling a foundational shift in digital strategy. “The consistency of your data,” Aggarwal said, “is now the holy grail of AI success.”
This message carried into other sessions, too. At iHITA, Suzanne Bagnera moderated “Empowering Teams Through Tech: AI, Efficiency & Elevated Guest Experiences,” with Sue Graves, Rich Tuckwell-Skuda, and David Thompson of myma.ai. The panel explored how AI can reduce friction points like phone call volume and onboarding fatigue while boosting guest experience and employee satisfaction. The key theme: AI should relieve pressure—not create more. But it only works when it’s built on clean, well-organized, and actionable data.
Headliner Spotlight: Todd “The Economist”
A highlight for HITEC: Todd Buchholz, a distinguished economist, Harvard professor, and former White House economic adviser, provided a macroeconomic lens on today’s challenges.
From inflation and interest-rate strategies to shifting consumer spending, Todd’s insights mapped out what hoteliers and restaurateurs should expect in booking flows, operational margins, and investment approaches. His analysis offered much-needed clarity in uncertain economic times—helping hospitality leaders prepare for what’s next.
Students: Hospitality’s Future
Eighteen student volunteers from varied colleges—three from FIU—powered this year’s HITEC events. All called the experience “among the most valuable” of their academic careers, praising opportunities to network, explore technology firsthand, and gain real-world insight. Their experience included a back-of-house training tour followed by exclusive access to meet and engage with the HFTP Board of Directors—a favorite experience expressed by many board members. Every single volunteer can’t wait to come back next year.
Rebuilding the Pipeline
At the 2025 ICHRIE Conference, the session “Filling the Seats: A Collaborative Approach to Addressing Hospitality Program Enrollment” sparked wide industry interest with its preliminary findings on student’s enrollment in hospitality degree programs. Delivered in partnership with the American Hotel & Lodging Association Foundation Working Group, the session was co-presented by Foundation member Kimberly Guy and committee members Suzanne Bagnera, Michelle Millar, and Craig Rapp. Drawing from a nationwide survey of hospitality deans and directors, the discussion sparked a conversation to the most cited drivers of decline. Stay tuned for more comprehensive data and action steps as the Working Group of the AHLA Foundation explore deeper alignment between education and industry to rebuild a stronger talent pipeline.
Connecting the Dots: Hospitality’s KIT for the Future
At this year’s ICHRIE Conference, the session “Connecting Academia and the Hospitality Industry: Integrating Knowledge, Innovation, and Technology (KIT)” spotlighted the powerful synergy between education and industry. Moderated by Dr. Ajay Aluri of the HFTP Advisory Group, the panel featured Katie Lee (CIO, AKA Hotels and Hotel Residences), Lyle Worthington (Hospitality Startup Executive), Michael Blake (VP of IT, KemperSports), and Shannon McCallum (VP of Hotel Operations, Resorts World Las Vegas). Together, they explored how academia and hospitality leaders can align around emerging technologies, artificial intelligence, critical thinking, and hands-on experience to prepare the next generation of hospitality professionals.
One of the greatest strengths of this year’s co-located ICHRIE and HITEC conferences was the seamless opportunity for cross-industry engagement. The KIT session exemplified this by fostering real dialogue between educators and executives. Additionally, several HITEC education sessions featured academic voices—whether moderating, presenting solo, or contributing as panelists—further reinforcing the importance of collaboration in shaping the industry’s future.
Better Together: Unlocking the Full Power of Co-Located Conferences
At the heart of every great conference is connection—and this year, across HITEC, HSMAI, iHITA, and ICHRIE, those moments of connection were abundant. Whether at sponsor-hosted afterparties, zoo visits, or live concerts, networking happened everywhere—from grand ballrooms to quiet corners. At the Cogwheel & Hopper happy hour, members of the Female Founders in Hospitality (FFiH) community came together in a spirited gathering, forging new collaborations and reigniting existing partnerships. And when a tornado warning on Thursday brought attendees into the basement for safety, serendipity struck—bridging professionals from HSMAI and HITEC in unexpected, meaningful dialogue.
The co-location of four major hospitality conferences brought palpable energy to downtown Indianapolis. The industry’s depth, innovation, and collaborative spirit were on full display. Yet some attendees noted room for even more synergy. Signage between events was limited, and badge restrictions sometimes prevented crossover into sessions or exhibit halls—missed opportunities in a week defined by shared purpose. While iHITA upheld its integrated access tradition with HITEC, other events remained more siloed. Going forward, intentional coordination in scheduling, signage, and access could unlock even more value for attendees.
Still, this year’s gathering reminded us that the best connections often happen between the sessions. With a bit more intentional design, future co-located events can transform proximity into partnership—and conversation into impact.
We’re excited for what’s to come: San Antonio will host HITEC, HSMAI, and IHITA together again in 2026, with ICHRIE returning to its July dates in Las Vegas. And despite a few unexpected twists—including a surprise tornado sheltering experience—we left inspired, informed, and energized for what’s next.
