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Over 6,000 hospitality executives convened in San Antonio for the HITEC conference to explore the efficacy of AI investments in the industry. While IDC predicts that AI agents will handle 30% of travel bookings by 2030, only a small fraction of hospitality businesses are fully equipped to integrate AI into their operations. The gap is largely due to fragmented data systems, which hinder AI's potential to personalize guest experiences and streamline operations. Although many hotels are adopting AI, a lack of strategic clarity and operational architecture often results in fragile implementations. The conference highlighted a shift from traditional SEO to AI-based search solutions, with 56% of travelers using AI for trip planning. Payment systems emerged as a critical competitive factor, as many hotels struggle with outdated infrastructure, leading to lost bookings and excessive reconciliation work. Effective AI and payment solutions are increasingly seen as vital, with the best technologies being those that enhance guest experiences without drawing attention to themselves.