Innovation Meets Hospitality: Highlights from HITT 2025 from Heleri Rande

Day 2 of HITT 2025 in Brussels spotlighted how AI, tech, and human-centric design can drive a regenerative future in hospitality. Kicking off with a creative tension exercise, discussions tackled the friction between high-touch service and high-tech solutions.

Key Insights:

AI & Leadership: Prof. Iis Tussyadiah introduced the AixS Leadership Model, urging leaders to design AI as a partner, not a replacement—aligning innovation with sustainability and trust.

Practical Tech in Hotels: Michael Struck (Ruby Hotels) stressed automation that solves real problems; Caroline Tivéus (Pandox) showed how in-house tools like the Go Green module tie sustainability to performance; Joop van Heekeren (citizenM) highlighted agile, API-first systems that balance innovation with global partnerships.

AI in Action: From VR training to agentic AI in hotel operations, demos revealed how immersive learning and smart automation can cut costs, boost engagement, and preserve guest experience.

Takeaway: HITT 2025 proved that the future of hospitality isn’t just about adopting new tools—it’s about shaping them with purpose, sustainability, and human dignity at the core.