HITEC 2025 was a showcase of energy, optimism, and cutting-edge hospitality innovation, but behind the buzz and product demos was a thoughtful reflection on where the industry is headed. While progress on the guest-facing front continues to be exciting, there’s growing recognition that the post-transaction experience is equally critical to long-term success.
This year’s conversations brought to light both opportunities and challenges, many of which revolve around how hospitality brands manage revenue, data, and guest relationships after the payment is made. As the industry refocuses on trust and responsiveness, the ability to bridge gaps between systems and teams is emerging as a defining factor.
What stood out most was the urgency to modernize backend operations, especially in the areas of payment systems, dispute resolution, and operational efficiency. It’s clear that the hospitality leaders who embrace connected, scalable solutions will be best positioned to deliver a consistent and trusted experience across the full guest journey. The industry is no longer just competing on amenities or booking ease. It's competing on how well it manages what happens after.
Here are the 8 insights that stood out to us at CBG and what they signal for what’s next.
It’s no secret that hotels are aiming to reduce OTA dependency by encouraging direct bookings. The benefits are clear - better margins and stronger guest relationships. Yet the journey doesn’t end with a booking confirmation. Many properties are still seeing high post-booking abandonment due to limited engagement or unclear communication.
This gap suggests an opportunity to build trust well beyond the checkout page. Whether it’s through tailored messaging, clear payment summaries, or proactive updates, guest confidence can be reinforced at every stage. With the right tools, hotels can enhance the post-booking experience, helping reduce cancellations and mitigate unnecessary disputes.
AI is making hotel operations more intelligent - from pricing engines to smart room features. But when it comes to managing risks, particularly fraud and disputes, adoption has lagged. These are areas where AI’s ability to analyze large volumes of data quickly and accurately could have had a significant impact.
Forward-thinking brands are beginning to apply AI to dispute response and fraud pattern recognition. Rather than relying solely on human teams, they’re using intelligent models to surface anomalies and automate evidence gathering. It’s a shift that promises faster, more accurate outcomes while freeing up teams for more strategic tasks.
The operational model is shifting. Most properties now operate with reduced staff, placing more pressure on the systems supporting them. Every manual workflow, whether it’s resolving a chargeback or issuing a refund, becomes a potential point of delay.
In this environment, efficiency is not just a preference but a necessity. Automated workflows that assist with case management or response deadlines help teams stay ahead without adding complexity. Smarter tooling becomes the quiet backbone that lets properties deliver seamless guest service even with limited personnel.
Despite many advances in hospitality tech, system integration remains a challenge. Data silos between PMS, RMS, POS, and CRM platforms make it harder to investigate issues or prevent revenue leakage. Important details often live in separate systems, limiting visibility and slowing response times.
Greater connectivity offers a path forward. By linking guest, transaction, and communication data, teams gain a fuller picture of every interaction. This kind of visibility can help prevent disputes and help teams respond faster, all without requiring wholesale tech replacements.
Conversations at HITEC 2025 signaled a shift in how fraud and chargebacks are perceived. These are no longer just operational hurdles. They’re now viewed as revenue risks. And while not all fraud is preventable, response readiness can definitely make a measurable difference.
Leading brands are making chargeback prevention and resolution part of their revenue protection playbook. They’re adopting clear processes, using analytics to spot trends, and employing platforms that scale with transaction volume. The goal is to reduce losses, reclaim revenue, and protect guest relationships with minimal friction.
Legacy systems still serve many hospitality properties, but their limitations are becoming way more apparent, especially when speed matters. Guests today expect near-instant responsiveness. A delayed refund or a confusing receipt can erode trust and lead to disputes.
Instead of overhauling entire platforms, many properties are exploring lighter, modular upgrades, especially for payment processing and communication touchpoints. Embedding tools that enhance agility at key interaction points can help modernize the guest experience and make it much more efficient without disrupting existing infrastructure.
A full booking calendar or long waitlist may suggest success, but monetization opportunities can still be missed. Without a way to engage prospects during the wait or route them to alternative offerings, value is left on the table.
Smarter engagement between booking and arrival can turn waitlists into revenue streams. Personalized outreach, cross-promotions, and targeted offers help merchants maintain interest among customers and optimize guest flow. For brands, the challenge isn’t just demand, but it’s basically what they do with it.
HITEC 2025 also revealed that today’s travelers are willing to share preferences and feedback, but many properties aren’t translating that data into better experiences. Personalization often ends at the welcome email, and transactional interactions remain pretty generic.
The potential lies in tying the guest data to every step of the journey, especially when it comes to payments. Whether it's tailoring refund language, optimizing alerts, or surfacing helpful reminders, small touches are sure to make a big impact. When data works across departments, it strengthens both service and revenue outcomes for businesses.
HITEC 2025 reaffirmed that while the industry is innovating fast, many of hospitality’s biggest opportunities still lie behind the scenes. Guest expectations continue to rise, but so do the tools available to meet them.
For brands ready to close experience and revenue gaps, the path forward is clear: invest in post-transaction resilience, connect the systems thoughtfully, and build smarter workflows that help you scale. Because the next wave of competitive advantage won’t come from booking volume alone, instead it will come from what happens after the swipe.