Five Vendors Worth Watching at HITEC 2025
Every year, HITEC arrives on a version of the same promise: that the next wave of hospitality technology is here and ready to move the industry into the upper echelons of digital transformation. But this year, the biggest question leading into the event is less about technology and more about integration. How do you build a hotel operation that doesn’t just run efficiently — but responds intelligently? Not just to occupancy data and RevPAR targets, but to the inevitable complexities of a guest-facing experience that places real-time demands on your staff, and the operational gaps that tend to appear exactly when you can least afford them.
The irony is that most hotels already have the technology to do this. They have the PMS, the revenue management tools, the CRM, the reporting layer. What they often don’t have is a platform that makes those systems work together — that surfaces the right information to the right person at the right moment, without requiring someone to manually stitch it together first. That’s the operational layer that tends to get glossed over in the booth conversations and the keynote decks: not the absence of technology, but the continued fragmentation of it.
Infor Hospitality will be at HITEC this year with that question squarely in mind — and so will a number of vendors whose work speaks directly to it. Here are five worth putting on your agenda:
1. Laasie: Loyalty That Actually Earns It
The math on traditional loyalty programs has never quite added up for guests. Points accumulate quietly, expiration dates arrive quietly, and the ultimate goal of a loyalty program – brand affinity – doesn’t exactly announce itself. Rather, it builds momentum slowly (and quietly) over time.
The hospitality industry has long been inundated with providers offering largely similar iterations of the same offer. Laasie is approaching it from a different premise entirely by asking the question: what if loyalty isn’t something you program into a guest, but is something you create in the moment?
Using AI and behavioral data, Laasie dynamically generates personalized rewards in real time — calibrated to individual guests rather than broad membership tiers. It’s the difference between a loyalty program that says “you’ve earned it” and one that says “we know what you actually want.”
For operators already thinking about how to close the gap between their tech stack and their guest relationships, Laasie remains a promising leader in that conversation.
2. Owner Relations Technology: The Back Office That Keeps Stakeholders in the Loop
Not every hospitality challenge lives on the guest-facing side of the operation. For property managers and hoteliers overseeing branded residences, condo hotels, fractional properties, or HOA communities, there’s an entirely separate layer of complexity — and an entirely separate audience that needs to be kept informed and confident.
Owner Relations Technology, founded in 1992, has spent over three decades building specialized accounting and communication software for exactly this space. Their platform addresses the reporting, transparency, and accountability demands that come with shared ownership models — problems that most hospitality software wasn’t designed to solve.
If your property type falls outside the clean lines of a traditional hotel, this is a vendor whose depth of experience in a niche market is worth your time.
3. PAS: Back Office Automation, Done Properly
Much of hospitality’s digital transformation happens behind the curtain, buried within the operational ecosystem that underpins the entire operation of a hotel. And as any hotelier can surely tell you, the goal of automating a hospitality back office sounds straightforward enough — until you’re the one responsible for the configuration, deployment, and ongoing management of the systems that make it work.
That’s precisely where most technology projects lose steam: not in the vision, but in the day-to-day execution.
PAS has carved out a specific and valuable lane here. They configure, deploy, and manage industry-leading back office and accounting solutions for hospitality organizations worldwide, with a focus on helping properties become both fully automated and fully paperless. The expertise they bring to implementation and ongoing management is where operational gains are actually realized or entirely lost.
4. RealTine Reservation: Ancillary Revenue, Finally Systematized
Ancillary revenue has always been one of hospitality’s more compelling opportunities, but it’s also an industry segment that has routinely underperformed. The challenge hasn’t been anchored to demand or inventory; instead, what’s often missing is the operational infrastructure to surface that inventory at the right moment, to the right guest, without creating more manual work for staff who are already stretched.
RealTine Reservation approaches this as a platform problem. Their single revenue management system automatically handles the promotion and sale of activities, amenities, F&B, poolside seating, cabanas, parking, and other spaces — from pre-arrival through check-out. The platform integrates with POS, PMS, and payment gateway systems, meaning it fits into existing infrastructure rather than requiring a separate operational layer.
For properties where ancillary revenue is treated as a nice-to-have rather than a managed line of business, this is a segment worth reconfiguring.
5. SHR (An Access Hospitality Company): AI-Powered Distribution, Built for Scale
Distribution strategy has grown significantly more complex over the past decade, and the gap between properties that manage it well and those that don’t will only continue to widen. SHR — now part of Access Hospitality — has built a fully integrated platform designed specifically to address that complexity at scale.
Their offering brings together a central reservation system, booking engine, CRM, and revenue tools under one connected platform, supported by AI to optimize performance across each layer. For multi-property groups and larger operations in particular, moving from disconnected tools to a distribution strategy that is managed from a single, intelligent platform is where the real competitive edge lives. SHR also offers digital marketing services, which rounds out the picture for operators who want technology and reach working together.
The Bigger Industry Picture
What connects these vendors is a shared problem: hospitality operations have accumulated enough point solutions over the years that the challenge is no longer finding technology that does something. There is no shortage of modern solutions to choose from, and many of them pack a serious transformational punch if implemented efficiently.
The challenge hoteliers and operators face today is finding technology that works together, surfaces the right information at the right moment, and actually makes staff and guests’ experiences better.
That is the precise integration challenge Infor Hospitality is built around. But the goal was never integration for integration’s sake. Great hospitality has always started with great people, and the role of technology is to make sure those people have exactly what they need, exactly when they need it, to maximize human connection and experience. Another dashboard constantly tearing staff attention away from guests doesn’t accomplish this. An intelligence layer that’s already done the work — before anyone had to ask — does.
Infor Hospitality Agentic Platform connects front office, revenue management, sales, finance, and operations into a single layer that partners like these can plug into rather than operate alongside in isolation. The result is a staff that’s ready – not just reactive – and guests who feel the difference, even if they never know why.
If you’re at HITEC this year and thinking seriously about what your stack looks like in two or three years, we’d welcome the conversation. Let’s connect at HITEC! Find us at the Infor booth #1042, or visit to find out more.
