Why HITEC 2025 Felt Like a Turning Point: Education, Innovation and the Guestroom of 2075

What was the overall feeling on the show floor this year?

Justin explained that this year felt like a breakthrough moment for HITEC. After the challenges of the post-Covid years, attendance was strong, and the feedback from exhibitors was overwhelmingly positive. Many shared that it had been one of their best events in recent memory, which was a source of pride for the entire team.

How was the education program received this year?

Education is a personal passion for Justin, and he was proud of the continuous improvements made to the program. Clear learning outcomes and course descriptions helped attendees know what to expect, and many sessions were standing room only. Unsurprisingly, any session about AI was extremely popular, but what stood out most was the diversity of thought presented across different talks.

What types of AI sessions stood out for you?

Justin highlighted two contrasting approaches to AI. One vision focused on AI writing its own prompts and planning full guest journeys with minimal human input. The other, presented by a speaker from Bolt Farm, looked at AI as a way to deepen human connection. This second perspective made a big impression on Justin, who said it changed how he thinks about AI despite already teaching the topic at a global level.

Can you tell us about your upcoming book?

Yes, Justin is working with Ian Millar from Switzerland on a new book titled Guestroom 2075. It is a forward-looking update to the earlier Guestroom 2050, and it imagines what the hotel room of the future might look like. The HITEC show floor served as the perfect live focus group, where ideas from real innovators and exhibitors helped shape the future content of the book.

When will the book be published?

The book is scheduled for release in time for HITEC 2026 in San Antonio. Justin and Ian plan to use the insights gathered from this year’s event to create a practical yet visionary outlook for hoteliers and technologists preparing for the decades ahead.

What can we expect from HITEC 2026?

Next year’s HITEC will be held in San Antonio, Texas, a city Justin describes as ideal for combining daytime sessions with meaningful networking in the evening. He emphasised the importance of informal connections made outside of the official agenda. The Riverwalk, with its vibrant nightlife and social spaces, will provide a great backdrop for those conversations that often leave a lasting impact.