HFTP AI Collective Unveils Strategic Roadmap at HITEC 2026
Plan includes thought leadership, certificate and standards
HFTP launches its AI Collective Roadmap at HITEC 2026, including a practitioner-focused AI certificate program due Fall 2026, an industry AI portal, and a framework for AI data standards.
Photo by HFTP
Hospitality Financial and Technology Professionals (HFTP®) today announced the HFTP AI Collective Roadmap at HITEC 2026. The AI Collective is a group of 30+ industry AI experts, including 10+ associations liaisons engaged in a collaborative effort to develop resources for the industry as it moves forward to new technology frontiers, specifically in the area of artificial intelligence.
As a leading global resource for the hospitality industry, particularly in finance and technology, HFTP is expanding its commitment to innovation and professional development through the AI Collective.
“Most AI education talks down to operators or floats above them. We built the Collective the other way around, from the floor up,” said HFTP AI Collective Co-Chair Michael Goldrich, founder and chief advisor at Vivander Advisors. “The certificate, the portal, the Innovation Lab all answer one question a GM or a controller actually asks on a Tuesday: what do I do with this and where does it create value? That practitioner lens is what the industry has been missing.”
The group’s inaugural initiative is the Workforce 20X: AI Innovation Lab at HITEC this week, set to offer attendees a unique opportunity to explore how AI and advanced innovation are redefining how we will work within the future hospitality workplace.
“The HFTP AI Collective is an educational environment designed specifically for industry professionals eager to explore the world of AI,” said HFTP AI Collective Co-Chair Shannon McCallum, vice president of operations at Resorts World Las Vegas. “Given the rapid pace of technological advancement, our Collective offers a wealth of resources, drawing from a diverse pool of academics, industry operators, legal advisors, and seasoned technology experts. Together, we aim to empower the hospitality industry with the knowledge and insights necessary to navigate this evolving landscape.”
Introducing an Industry-Focused AI Certificate
A cornerstone of the AI Collective’s roadmap is the development and launch of a new AI certificate program tailored specifically for hospitality professionals. Unlike traditional academic or theoretical coursework, this certification will be delivered from a practitioner’s perspective, ensuring relevance to real-world applications.
This practitioner-first approach ensures that certificate holders will gain practical skills that can be implemented immediately, rather than generalized or abstract concepts. Set to launch Fall 2026, the course developers are requesting industry input.
Advancing Thought Leadership Across Multiple Platforms
Beyond education, the AI Collective is placing a strong emphasis on thought leadership and knowledge sharing. HFTP will leverage its established media platforms, Hospitality Upgrade, Hotel Online and Clubs Online, to deliver timely, relevant editorial content focused on AI trends, insights and applications.
Additionally, HFTP is developing a new industry AI portal, which will serve as a centralized hub for credible, unbiased content, applicable to individuals across varying technical backgrounds.
Establishing Foundational Standards for AI in Hospitality
Recognizing the lack of established standards in AI implementation, the AI Collective is also working to build a framework for industry-wide best practices.
One initial focus is the development of standards for how hospitality businesses structure and present their data and information. The standard defines how a property structures its data so AI systems can discover business offerings, interpret operational data in context and represent services to customers and stakeholders with accuracy.
The initiatives announced at HITEC 2026 represent just the beginning of the AI Collective’s efforts. Through these efforts, HFTP is reinforcing its position as a trusted leader in guiding the hospitality industry through technological transformation.
About Hospitality Financial and Technology Professionals (HFTP)
Hospitality Financial and Technology Professionals (HFTP®), established in 1952, is a hospitality nonprofit association headquartered in Austin, Texas USA with offices in the EU and India. 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 publication of the Uniform System of Accounts for the Lodging Industry (USALI®), Hotel Online® and Hospitality Upgrade Magazine. Through its combined websites, the association has more than 140,000 site visitors a month. For more information about HFTP, visit www.hftp.org.
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Eliza Selig
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