The view from HITEC: What we learned at hospitality's biggest US tech event

Nearly 6,000 hospitality professionals descended on Indianapolis last week for HITEC 2025, and the energy was unmistakable. In an exhibition hall larger than 10 football fields, conversations seemed to swirl around the same question: how do we use technology to create better guest experiences without losing the human touch?

For the team at Nutmeg, it was the perfect debut.

Smart maps meet smart conversations

HITEC marked our first major US hospitality industry event, and the response confirmed what we've been building toward: hotels want guest solutions that work seamlessly behind the scenes.

"The conversations we had with hospitality leaders showed us just how diverse Nutmeg's applications can be," said Takashi Nakaguchi, Nutmeg co-founder and CEO. "From boutique properties looking to compete with larger brands to resort chains wanting to drive on-site, ancillary revenue, the need for AI guest portals is definitely there."

Walking the show floor, you'd see booth after booth of Property Management Systems (PMS), Revenue Management Systems (RMS), Central Reservation Systems (CRS), and guest messaging apps. But Nutmeg stood out for a simple reason: we're solving a different problem. While most hotel tech focuses on operations, we're focused on the guest journey itself—delivering smart maps and AI-enabled chat without requiring downloads or separate apps.

The difference resonated. Hotel operators kept coming back to the same pain points: guests constantly asking staff for directions, missing out on spa bookings and restaurant reservations, and leaving without discovering half of what the property offers. Traditional digital maps show locations but don't drive action. Generic guest messaging feels robotic and unhelpful.

Beyond navigation: the AI concierge advantage

The real excitement came when we demonstrated how smart maps and AI chat work together. This isn't about replacing human staff—it's about freeing them from repetitive questions so they can focus on creating memorable moments.

Mid-sized hotel chains were particularly interested in the revenue potential. When guests can easily discover and book spa treatments, make restaurant reservations, or schedule activities directly through an intuitive smart map, ancillary spending increases naturally. One operator told us they were "tired of watching guests walk past revenue opportunities because they didn't know they existed."

Related reading: Time is money: How guest dwell drives revenue

Stay planning features caught attention too. Instead of overwhelming guests with endless options, Nutmeg's platform helps them create personalized itineraries based on their interests and available time. Marketing leaders especially loved the automated, geo-targeted marketing capabilities—imagine sending spa promotions only to guests near the wellness center, or restaurant recommendations when someone's exploring the dining area.

Global resort brands saw different possibilities. For sprawling properties with multiple restaurants, pools, and amenities, wayfinding becomes a real challenge. Guests spend vacation time feeling lost instead of relaxed. An AI concierge that understands their preferences and can guide them seamlessly around the property changes everything.

The technology discussions were encouraging too. Hospitality leaders understand that today's guests expect the same digital sophistication they experience everywhere else. But they also know that downloading yet another app isn't the answer. Browser-based smart maps that work instantly on any device make sense in a way that proprietary apps simply don't.

The future feels personal

What struck us most about HITEC 2025 wasn't just the technology—it was the mindset. Hotel professionals are genuinely excited about using innovation to improve their guests' lives.

The education sessions were packed. Attendees weren't just passively listening; they were actively engaging, asking detailed questions about implementation, sharing their own challenges, and connecting dots between different solutions.

On the exhibition floor, the energy was similar. Buyers weren't just shopping for features—they were looking for partners who understand hospitality. They want technology that enhances human connection rather than replacing it.

The competitive market is defining what's next too. Hotels that can't offer personalized, seamless digital experiences risk falling behind. But the winners won't be the ones with the most apps or the flashiest technology. They'll be the ones who use innovation to amplify what hospitality does best: making people feel welcomed, understood, and cared for.

What HITEC taught us

Three days in Indianapolis reinforced something fundamental: the future of hospitality technology isn't about choosing between human service and digital convenience. It's about using intelligent tools to create space for both.

When an AI concierge can instantly answer questions about pool hours or spa services, front desk staff can spend time on what really matters—greeting arriving guests, handling special requests, solving unique problems. When smart maps help guests discover hidden gems on the property, they create opportunities for staff to share local knowledge and personal recommendations.

The most successful hotels will be the ones that understand this balance. They'll use technology strategically, not as a replacement for human connection but as a foundation that makes deeper connection possible.

Related reading: The AI advantage in hospitality for attractions and hotels

For Nutmeg, HITEC 2025 was exactly what we hoped for: validation that our approach resonates with an industry ready for smarter guest solutions. The conversations, the energy, and the genuine enthusiasm for innovation left us more convinced than ever that we're building something hospitality needs.

Ready to see how smart maps and AI-enabled chat can transform your guest experience? Learn more about Nutmeg's solutions for hotels and resorts.

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