HFTP Launches AI Learning Lab at HITEC 2026 for Hoteliers
Hospitality Financial and Technology Professionals (HFTP) will host Workforce 20X: The AI Evolution, an interactive learning space at HITEC 2026 in San Antonio, June 15-18. The lab gives hoteliers a chance to explore AI implementation with industry practitioners in a sales-free environment.
The HFTP AI Council, a 19-member group of practitioners and advisors, is developing the initiative. Co-chairs Michael Goldrich of Vivander Advisors and Shannon McCallum, vice president of hotel operations at Resorts World Las Vegas, are leading the effort.
Cutting Through Vendor Noise
Goldrich said most hoteliers face information overload on AI. "Every vendor, every headline, every LinkedIn post tells them something different, and the confusion is costing the industry real decisions," he said. "Workforce 20X exists to cut through that noise."
The lab will operate during exhibit hours on June 16-17 at the Henry B. González Convention Center. Attendees can ask questions directly to people who have already implemented AI tools in hotels.
From Back-Office Tasks to Guest Interaction
McCallum said AI has freed her team from repetitive work, allowing staff to focus on guest engagement. But many hoteliers haven't started, often intimidated by where to begin.
"The HFTP AI Council is here to create a supportive environment where business leaders can gain insights from industry experts, legal professionals, and academics," she said.
Event Details
HITEC 2026 expects over 5,900 attendees and more than 370 exhibiting companies. Registration is now open.
For more information about Workforce 20X, contact HFTP Special Projects Liaison Caroline Palmer at [email protected].
Learn more about AI for Hospitality & Events and AI Agents & Automation to prepare for implementation.
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