Sirma Group Holding (Sirma), a European technology group specializing in enterprise digital transformation and AI, will bring its hospitality expertise and enterprise AI vision to HITEC 2026 in San Antonio, where the company will engage hotel leaders in conversations around the future of operational intelligence, connected ecosystems, and real-world AI adoption in hospitality.
At Booth 3529, Sirma will showcase how hospitality organizations can move beyond fragmented systems and isolated AI initiatives toward connected, enterprise-wide intelligence. Building on the company’s recent industry thought leadership around the growing risks of siloed AI in hospitality environments, Sirma’s approach focuses on orchestration across the entire hotel technology landscape – enabling intelligent systems, data, and workflows to work together securely and meaningfully.
The company will present Vela, Sirma’s AI hospitality agent built on the Sirma.AI Enterprise platform, alongside a broader portfolio of specialized AI agents focused on areas such as hotel operations, maintenance, revenue optimization, and workflow automation. Rather than showcasing AI as a standalone novelty, Sirma’s demonstrations will focus on helping hospitality organizations understand how intelligent automation can integrate naturally into real operational environments to support teams, simplify complexity, and unlock measurable business value.
With decades of experience delivering complex integrations and enterprise solutions for the hospitality industry, Sirma combines deep technical expertise with a strong understanding of hotel operations and ecosystem challenges. This hospitality-first approach continues to shape the company’s Travel & Hospitality 360 Connect framework – an end-to-end services model spanning integrations, connectivity, AI enablement, optimization, and long-term operational support.
“As AI adoption accelerates across hospitality, the industry is looking beyond experimentation toward practical, connected, and operationally valuable applications,” said Darko Bosancic, SVP Travel & Hospitality at Sirma. “At HITEC, we’re looking forward to engaging hospitality leaders in meaningful conversations about their priorities, concerns, and ambitions; and exploring how enterprise AI can help address real business challenges across the hotel ecosystem.”
Visitors can meet the Sirma team and explore live hospitality AI demonstrations at Booth 3529 during HITEC 2026, taking place June 15–18 in San Antonio, Texas.
