Confession: I used to think trade shows were glorified networking events, more about lukewarm coffee than cutting-edge ideas. But a trip to Indianapolis for HITEC 2025 turned me into a believer. Picture nearly 6,000 passionate innovators descending on a city known more for racecars than revenue management systems—an eclectic mix that crackled with the promise of real, world-changing solutions. From starry-eyed start-up founders queuing up for badge pickups to seasoned hoteliers swapping stories over spicy shrimp, this year's event was far more than your standard industry schmooze-fest: it was a full-blown hospitality tech revolution.
The Attendance Surge: Why 6,000 People Flocked to HITEC 2025
HITEC 2025 attendance reached unprecedented heights, with nearly 6,000 hospitality professionals gathering in Indianapolis for what became a landmark event in the world of hospitality technology. This record-breaking attendance not only set a new standard for the international hospitality conference but also reflected the industry’s renewed enthusiasm for in-person collaboration and technological innovation.
The opening night party at Lucas Oil Stadium was a clear indicator of the event’s energy, drawing a record 2,700 attendees. This vibrant kickoff set the tone for the days ahead, as a diverse mix of first-time participants and seasoned industry veterans created a dynamic and positive environment. Attendees ranged from travel planners and hoteliers to B2B agents, Destination Management Companies (DMCs), executives, investors, and start-up founders. This blend of backgrounds fostered a highly engaged and collaborative atmosphere, which many described as both inspiring and productive.
Research shows that HITEC 2025’s record-breaking attendance was more than just a numbers game; it was a testament to the global appeal and impact of the conference. Professionals from over 60 countries converged in Indianapolis, making the event a true international hospitality conference. The scale of participation highlighted the industry’s appetite for reconnecting face-to-face and exploring the latest advancements in hospitality technology.
A significant factor behind this surge was the influx of new exhibitors. Approximately 20 to 25 percent of the companies on the exhibition floor were first-time participants, leading to a sold-out floor and even a waiting list from day one. This diversity of exhibitors brought fresh perspectives and innovative solutions, reinforcing HITEC’s reputation as a launchpad for cutting-edge hospitality technology.
Frank Wolfe, CEO of Hospitality Financial and Technology Professionals (HFTP), captured the spirit of the event, stating:
"The positive feedback from both attendees and exhibitors has been nothing short of remarkable."
The event’s broad reach and dynamic networking opportunities allowed attendees to connect with industry leaders, innovators, and peers from across the globe. As studies indicate, such large-scale gatherings play a crucial role in driving forward-thinking conversations and fostering strategic partnerships within the hospitality sector.
HITEC 2025’s record-breaking attendance and the vibrant mix of participants underscore its position as the premier platform for hospitality technology, setting the stage for continued growth and innovation in the years to come.
The Fresh Faces Factor: New Exhibitors & Start-Up Buzz
HITEC 2025 in Indianapolis stood out as a landmark event, not just for its record-breaking attendance, but for the remarkable influx of new exhibitors and the vibrant energy brought by hospitality technology startups. Research shows that approximately 20 to 25 percent of all exhibitors were first-timers at HITEC, a figure that speaks volumes about the event’s growing appeal as a launchpad for hospitality technology innovation.
This surge of new exhibitors at HITEC had a direct impact on the atmosphere and opportunities available throughout the conference. The exhibition floor was completely sold out, and demand was so intense that a waiting list was established by the end of the first day. As Frank Wolfe, CEO of HFTP, put it:
“We had so many new exhibitors that we sold out the exhibition floor and had a waiting list by the end of day one!”
The presence of these new companies did more than just fill booths. It diversified the range of technology solutions on display, introducing attendees to fresh ideas, products, and partnerships. This diversity is crucial, as it keeps the industry moving forward and ensures that established players and newcomers alike are exposed to the latest trends and disruptive technologies.
The hospitality technology startups were especially prominent during the E20X start-up pitch competition. Eight innovative companies took the stage to present their solutions to judges and attendees, highlighting the sector’s ongoing transformation. Notably, the company Levee made history by winning both the People’s Choice and Judges’ Choice Awards for their facial recognition technology designed to streamline housekeeping operations—a clear example of hospitality technology innovation in action.
The momentum from HITEC 2025 is already carrying forward. At least ten new companies have committed to exhibiting at HITEC 2026, demonstrating that the excitement and demand for new voices in hospitality tech are only increasing. The immediate sell-out and waiting list for exhibition space underscore the event’s reputation as the go-to platform for innovators and decision-makers to connect, collaborate, and shape the future of the industry.
In short, the arrival of new exhibitors and the buzz around start-ups were central to HITEC 2025’s dynamic environment, fueling both immediate excitement and long-term momentum for hospitality technology advancement.
A Pitch to Remember: E20X Competition and Game-Changers Like Levee
The E20X start-up competition at HITEC 2025 stood out as a powerful showcase of innovation, drawing attention from across the hospitality sector. This year, eight forward-thinking start-ups reached the E20X finals, each presenting their solutions to a panel of judges and a room full of industry professionals and investors. The atmosphere was electric, with investor engagement reaching new heights—an indicator of the growing importance of the E20X start-up competition as a launchpad for hospitality technology trends in 2025.
One company, in particular, captured the spotlight: Levee. Making history, Levee became the first start-up to win both the People’s Choice Award and the Judges’ Choice Award in the same year. Their winning solution? A facial recognition technology designed specifically for hospitality housekeeping. This innovation helps hotels identify cleanliness issues and maintenance needs more efficiently, streamlining room turnover and improving operational effectiveness. As research shows, facial recognition technology in hospitality is gaining traction, reflecting broader industry trends toward automation, personalization, and enhanced security.
The impact of Levee’s double win goes beyond the awards themselves. It signals a clear appetite within the industry for process-boosting innovations that address real-world challenges. Attendee sentiment was so positive that many believe two or three of the E20X finalists are likely to secure funding in the near future. This level of excitement and investor interest underscores how the E20X competition has become a barometer for the next wave of hospitality technology.
Frank Wolfe, CEO of Hospitality Financial and Technology Professionals (HFTP), summed up the event’s significance:
“This year's E20X program showcased the strongest cohort of start-ups we've ever seen.”
The competition’s growing prestige is also attracting increased attention from media and technology stakeholders. With a record number of new exhibitors at HITEC 2025 and a sold-out exhibition floor, the event’s synergy with start-ups, brands, and investors is stronger than ever. The presence of cutting-edge solutions like Levee’s facial recognition technology for hospitality housekeeping demonstrates the tangible impact of tech advancements and sets the tone for future developments in the sector.
As the E20X start-up competition continues to evolve, it remains a vital platform for identifying and accelerating the hospitality technology trends that will shape the industry in 2025 and beyond.
Beyond the Expo Floor: Why Community, Networking, and Real-World Impact Matter
While HITEC 2025 dazzled attendees with its record-breaking exhibition floor and cutting-edge technology, the true value of the hospitality technology conference extended far beyond the latest gadgets. At its core, HITEC thrives on the strength of its community, the quality of its networking opportunities, and the real-world impact created by shared knowledge and collaboration.
This year’s event, produced by Hospitality Financial and Technology Professionals (HFTP), brought together nearly 6,000 professionals from over 60 countries. The diversity of attendees—from executives and investors to start-up founders and operational leaders—created a dynamic environment for hospitality technology networking. Research shows that these connections are not just fleeting; they often lead to partnerships and friendships that last well beyond the conference itself.
Events like the opening night party at Lucas Oil Stadium, which set a new attendance record with almost 2,700 participants, provided a relaxed space for industry professionals to connect on a personal level. Meanwhile, educational sessions and panel discussions fostered genuine knowledge-sharing between established leaders and emerging talent. This blend of formal and informal networking opportunities at HITEC is what sets the event apart from other industry gatherings.
HFTP’s ongoing commitment to hospitality technology education is evident through initiatives such as Pineapplesearch.com, the Uniform System of Accounts for the Lodging Industry (USALI), and Hospitality Upgrade Magazine. These resources empower members to stay informed and adapt to the rapidly evolving hospitality landscape. As Frank Wolfe, HFTP CEO, stated:
“HITEC remains the premier international platform connecting leaders and innovators in hospitality technology.”
The synergy between collaboration, education, and technology is what makes HITEC uniquely influential. The event is not just about showcasing new products; it’s about building a global network that drives industry standards and advances best practices. Attendees leave with more than just business cards—they gain access to a supportive community and a wealth of resources designed to help them succeed.
In the end, the real selling point of HITEC is its emphasis on human connection, shared mission, and ongoing learning—well beyond the shiny gadgets and wild booth giveaways. This focus ensures that the impact of the hospitality technology conference is felt long after the expo floor closes, shaping the future of the industry for years to come.
Looking Ahead to HITEC 2026 in San Antonio: Can the Energy Keep Building?
As the dust settles on HITEC 2025’s record-breaking hospitality industry technology exposition, all eyes are turning to the next chapter: HITEC 2026 San Antonio. The momentum from Indianapolis is already fueling anticipation, with preparations well underway and an impressive 65% of the 2026 exhibition floor already sold. This early demand signals not just another successful event, but the possibility of surpassing even this year’s historic achievements.
San Antonio’s iconic Riverwalk will serve as the scenic backdrop for HITEC 2026, offering a unique blend of culture, hospitality, and innovation. The city’s reputation as a top destination is expected to attract an even more diverse and international crowd, reflecting the growing global reach of hospitality technology innovation. Organizers report that both new and returning exhibitors are securing their spots early, eager to showcase the latest advancements and connect with industry leaders.
Frank Wolfe, CEO of HFTP, captured the excitement best:
“The anticipation for San Antonio is already off the charts—we expect even bigger things next year.”His words echo the sentiment shared by many in the industry, as HITEC’s influence continues to expand. Research shows that events like HITEC are no longer viewed as isolated networking opportunities; instead, they have become springboards for year-round collaboration, learning, and strategic partnerships. This shift is evident in the ongoing engagement between brands, start-ups, and stakeholders across the hospitality sector.
For those interested in participating, partnering, or advertising, platforms like DMCFinder are available to facilitate connections and maximize opportunities. The early momentum for HITEC 2026 suggests that the event will not only maintain but amplify the innovation-driven energy seen in 2025. As the hospitality industry continues to evolve, HITEC remains at the forefront, driving progress and setting new standards for what a hospitality industry technology exposition can achieve.
In conclusion, HITEC 2026 in San Antonio is poised to build on the remarkable legacy of its predecessors. With strong pre-sale activity, a world-class location, and a commitment to hospitality technology innovation, the stage is set for another transformative gathering. The journey from Indianapolis to San Antonio is more than a change of scenery—it’s a testament to the enduring power of connection, creativity, and progress in the global hospitality community.
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