HFTP Announces Workforce 20X: The AI Evolution Learning Lab at HITEC 2026

Hospitality Financial and Technology Professionals (HFTP®) announces “Workforce 20X: The AI Evolution,” an interactive learning experience within the HITEC® 2026 exhibit hall. Hosted by the HFTP AI Council, this new initiative offers attendees a unique opportunity to explore how AI and advanced innovation are redefining how we will work within the future hospitality workplace.

Workforce 20X development and participation is coordinated by the 19 experts on the HFTP AI Council, co-chaired by Michael Goldrich and Shannon McCallum. This group offers a variety of experiences and knowledge on the topic of AI and other advanced technologies in multiple industries. This spectrum of understanding is key to ensuring the content remains highly relevant, actionable and aligned with current market demands.

HFTP AI Council Co-chair Michael Goldrich, founder and chief advisor with Vivander Advisors, said, “Most hoteliers I talk to are drowning in AI information. Every vendor, every headline, every LinkedIn post tells them something different, and the confusion is costing the industry real decisions. Workforce 20X exists to cut through that noise. The HFTP AI Council is bringing together people who have actually implemented this technology so attendees can ask the questions they have been afraid to ask and get honest answers in a room with zero sales pressure.”

As the world’s largest and most comprehensive hospitality technology event, HITEC (Hospitality Industry Technology Exposition and Conference) brings together leaders, innovators and professionals from across the globe to discover and share cutting-edge solutions. HITEC 2026 is June 15–18 at the Henry B. González Convention Center in San Antonio, Texas. This year’s event further cements HFTP’s dedication to driving industry advancement by introducing the Workforce 20X initiative directly within the HITEC experience.

Workforce 20X will offer a dedicated, interactive space for attendees to listen, ask questions and directly interact with AI-driven technologies. Open during HITEC exhibit hours on June 16–17, attendees will have the chance to meet face-to-face with those already engaged in this world to ask real questions and explore ideas openly.

HFTP AI Council Co-chair Shannon McCallum, vice president of hotel operations at Resorts World Las Vegas, said, “As a hotelier leveraging AI technology in a high-volume environment, I have witnessed firsthand the significant benefits this technology brings in terms of operational efficiency. It allows us to transition our team from mundane, repetitive tasks to engaging directly with guests, ultimately enhancing guest satisfaction.

However, many in our industry have yet to explore or implement AI, often feeling intimidated about where to begin. The HFTP AI Council is here to create a supportive environment where business leaders can gain insights from industry experts, legal professionals, and academics.”

HITEC North America is the world’s largest and longest-running hospitality technology exposition and conference. It offers a unique combination of top-notch hospitality technology education, led by industry peers and experts, and an unparalleled trade show showcasing the latest hospitality technology products and services. The 2026 event expects over 5,900 attendees and over 370 exhibiting companies. Registration is now open. Explore hotel options and book your accommodations near the convention center.

For more information about Workforce 20X, contact HFTP Special Projects Liaison Caroline Palmer ([email protected]).

About HFTP

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 publication of 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.