HFTP Launches AI Learning Lab at HITEC 2026 to Cut Through Vendor Noise
The Hospitality Financial and Technology Professionals (HFTP) will host Workforce 20X: The AI Evolution, an interactive learning space at HITEC 2026 in San Antonio. The lab runs June 16-17 during exhibit hours at the Henry B. González Convention Center and lets attendees ask questions directly to hospitality leaders already using AI in their operations.
The initiative addresses a real problem in the industry. Michael Goldrich, co-chair of the HFTP AI Council and founder of Vivander Advisors, said hoteliers are "drowning in AI information" from vendors, headlines, and social media posts, creating decision paralysis. "Workforce 20X exists to cut through that noise," Goldrich said.
Nineteen experts on the HFTP AI Council designed the content, including Shannon McCallum, vice president of hotel operations at Resorts World Las Vegas. McCallum has seen AI reduce staff time on repetitive tasks, freeing teams to focus on guest interactions. She said many hospitality leaders feel intimidated about where to start with the technology.
The lab offers a sales-pressure-free environment where attendees can explore AI applications and hear from people who have implemented them. HITEC 2026 expects over 5,900 attendees and 370 exhibiting companies.
The event runs June 15-18. Learn more about AI for hospitality and events, or explore AI agents and automation for operational efficiency.
For details about Workforce 20X, contact HFTP Special Projects Liaison Caroline Palmer at caroline.parmer@hftp.org.
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