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HITEC 2025: Record-Breaking Attendance, Start-up Momentum, and a Look Ahead to San Antonio
3 min read
At HITEC 2025 in Indianapolis, we caught up with Frank Wolfe, CEO of Hospitality Financial and Technology Professionals (HFTP), to reflect on a highly successful edition of the conference. With record-breaking numbers, exciting innovation from new exhibitors, and a packed exhibition floor, this year’s event confirmed HITEC’s role as the global stage for hospitality technology. We also looked ahead to 2026, which will bring the event to San Antonio, Texas.
According to Frank Wolfe, this year’s HITEC was a major success. The energy was high, and feedback from both attendees and exhibitors was overwhelmingly positive. A large number of new visitors and returning veterans contributed to a dynamic and inspiring atmosphere.
Yes, Wolfe confirmed that roughly 20 to 25 percent of the exhibitors were new to the show. The event completely sold out, with a waiting list forming from day one. Ten new companies have already signed up to exhibit at next year’s edition.
Several, in fact. The event featured what was likely the largest exhibition floor in its history, potentially even surpassing the dot-com boom era of 2001. The opening night party at Lucas Oil Stadium drew a record crowd of nearly 2,700 participants, adding to the celebratory mood.
The E20X start-up programme saw its strongest group of participants to date. Eight companies made it to the final round, and investor interest was notably high. Wolfe expects that two or three of these companies will secure funding soon.
A company called Levee won both the People’s Choice Award and the Judges’ Choice Award, a first in the history of E20X. Their facial recognition product for housekeeping staff helps identify cleanliness issues and maintenance needs in rooms, streamlining operations and improving room turnover speed.
Planning is already well underway, with around 65 percent of the exhibition floor for 2026 already sold. HITEC will head to San Antonio, Texas, with the event set along the scenic Riverwalk, one of the top tourist destinations in the United States. The team is already anticipating another record-breaking year.
Hospitality Financial and Technology Professionals (HFTP®), established in 1952, is a hospitality nonprofit association headquartered in Austin, Texas USA with an offices in the EU. HFTP is recognized as a group supporting the finance and technology segments of the hospitality industry with an international network of members and stakeholders. HFTP offers expert networks, educational resources, career development programs, research, leadership opportunities and conferences and events. HFTP produces international events throughout the year, including the world's largest hospitality technology tradeshow and conference brand: HITEC. In addition, it oversees the hospitality-specific Pineapplesearch.com® and the Uniform System of Accounts for the Lodging Industry (USALI), Hotel-Online and Hospitality Upgrade Magazine. For more information about HFTP, visit www.hftp.org.
Information Technology Events & Conferences
I drive the strategic evolution of Hospitality Net’s content ecosystem, with a sharp focus on emerging technologies, AI convergence, and visionary leadership. My work spans conducting in-depth interviews with C-level disruptors at flagship events (ITB, HITEC, CIO Summits, Innovation Summits, and leading academic institutions like EHL), crafting critical essays on the convergence of hospitality, technology, and strategic foresight, building AI-native editorial frameworks, and guiding the platform’s transformation into a global beacon at the intersection of innovation, education, and technological acceleration.
Graduate of ETSU with a degree in Health Admin. & attended graduate school there in the Counseling Program. In 1992, awarded the Certified Association Executive Designation (CAE). In 2000, honored by Lodging Magazine by being included in the “75 Profiles in Leadership” edition, a who’s who of individuals in hospitality. In 2002, received the HFTP Paragon Award for significant contributions to HFTP for finance and tech education in hospitality. frequently speaks and writes about finance, technology, security, social media, volunteer organizations/strategy, and travel issues to audiences in more than 30 countries including two regular columns. been featured in both mainstream & industry publications including Convene Magazine, Association Management Magazine, Fortune Magazine, MeetingTech Online, Hotel Management, Hotel Yearbook, Hospitality Upgrade, Boardroom and Hotel Yearbook.. In June 2010 was recognized as a "Technology Trailblazer" by Hotel Business Magazine and featured by Boardroom Magazine in an exclusive cover story interview. He has been honored as a 'Champion of Technology Education', Valued Partner, CEO of the Year, and in 2018 Most Influential Hospitality Association CEO. He has appeared on several television network interviews including CNN, CBS, ABC, NBC, TVAsia, and Bloomberg. Current/Previous Director and Advisory Positions include International Hotel & Restaurant Association, American Hotel & Lodging Association, Hilton College - University of Houston, University of Delaware, University of Central Florida Rosen Hospitality School, Texas Society of Association Executives, and WayfareVC. Instructor for the Academy of Assn. Management on topics including assn law, finance & technology. 2011 Inductee into the International Hospitality Technology Hall of Fame. In 2020, appointed as Adjunct Senior Research Fellow at the Emirates Academy of Association Management and inducted as a Fellow of the Institute of Hospitality. In 2023, recognized as a business thought leader/innovator by Forbes.
7301 Ranch Rd 620 N, Ste 155-193
Austin, TX 78726-4537
United States
Phone: 1 (512) 249-5333
www.hftp.org