Sirma to Demonstrate Connected AI Systems at HITEC 2026
Sirma Group will exhibit at HITEC 2026 in San Antonio (June 15-18), showcasing AI agents and integration frameworks designed to connect fragmented hotel technology systems. The European technology company specializes in enterprise AI and digital transformation for hospitality operations.
At Booth 3529, Sirma will demonstrate Vela, its AI hospitality agent built on the Sirma.AI Enterprise platform. The company will also present specialized AI agents focused on hotel operations, maintenance, revenue optimization, and workflow automation.
Moving Beyond Isolated AI Initiatives
Sirma's approach addresses what the company identifies as a growing industry problem: siloed AI systems that don't communicate across hotel technology ecosystems. Rather than treating AI as a standalone tool, the company focuses on orchestration-connecting intelligent systems, data, and workflows across entire hotel operations.
The demonstrations will emphasize practical integration into real operational environments rather than experimental pilots. Sirma says this helps hotel teams reduce complexity and measure business impact.
The Travel & Hospitality 360 Connect Framework
Sirma's approach combines technical integration with operational expertise through its Travel & Hospitality 360 Connect framework. The model spans integrations, connectivity, AI for hospitality operations, optimization, and ongoing support.
Darko Bosancic, senior vice president of Travel & Hospitality at Sirma, said: "As AI adoption accelerates across hospitality, the industry is looking beyond experimentation toward practical, connected, and operationally valuable applications. At HITEC, we're looking forward to engaging hospitality leaders in meaningful conversations about their priorities, concerns, and ambitions."
What to Expect at HITEC
Visitors to Booth 3529 will see live demonstrations of how AI agents and automation integrate with existing hotel systems. Sirma's team will be available to discuss specific operational challenges and how connected AI might address them.
HITEC 2026 runs June 15-18 in San Antonio, Texas.
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