HFTP Launches AI Council to Establish Industry Standards and Expertise

Group to develop ethical AI standards that prioritize data privacy and guest trust, participation exclusive to HFTP membership.

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February 9, 2026 (Austin, Texas) — Hospitality Financial and Technology Professionals Association (HFTP?) today announced the formation of a new AI council dedicated to navigating the complexities of artificial intelligence (AI) within the hospitality sector. This strategic group will focus on establishing industry standards, acting as a knowledge hub, and providing expert guidance to professionals navigating the rapidly evolving AI landscape.

The council will concentrate on high-level governance, education, and best practices. The group aims to serve as a definitive resource for the industry, ensuring that hospitality organizations can adopt AI technologies ethically, effectively, and with confidence.

Participation is exclusive to HFTP’s global members with no involvement fee collected, which promotes a diverse and unbiased perspective. Meetings will be conducted virtually, ensuring broad participation and ongoing engagement from the worldwide membership.

Primary objectives for the council include the development of ethical AI standards that prioritize data privacy and guest trust. The group will also curate a repository of relevant case studies to highlight successful strategies and lessons learned from across the business world. Additionally, the council plans to host educational webinars designed to demystify AI concepts for finance and technology professionals in the hospitality field.

Leading this initiative are newly-appointed co-chairs Michael Goldrich and Shannon McCallum.

Michael Goldrich is founder and chief advisor of Vikander Advisors, who excels in digital and AI strategies, driving transformative growth. His expertise in generative AI establishes him as a prominent figure in this fast-growing field. He developed a five-step process to guide companies in AI transformation.

Shannon McCallum is vice president of hotel operations at Resorts World Las Vegas. She is recognized for her exceptional leadership in hotel operations and her commitment to advancing operational excellence within the hospitality industry. With a proven track record of implementing innovative hospitality solutions, McCallum has driven transformative changes that enhance guest experience, streamline processes, and set new standards for service and efficiency. McCallum also serves as secretary on the HFTP Global Board.

Both chairs bring extensive industry experience and a forward-thinking approach to technology adoption. Their leadership will be instrumental in guiding the council as it creates frameworks for AI readiness and advocates for responsible innovation.

“As AI continues to reshape the business landscape, our members need a reliable compass to navigate these changes,” said HFTP CEO Frank Wolfe, CAE. “This council is not about building the tools, but about building the understanding and the guardrails necessary to use them well. It is a vital step in our commitment to serving the industry by providing the foresight and standards that will define the future of hospitality technology.”

The council will also work to answer pressing industry questions regarding AI trends and vendor evaluation, positioning itself as a neutral, expert voice amidst the noise of the current tech market. By focusing on education and standardization rather than product creation, HFTP ensures its members have the unbiased support needed to make informed strategic decisions.

Although a council framework has begun, HFTP is still accepting volunteer forms to serve.  If you are an AI expert and would like to participate, submit your interest via this council volunteer form.

About HFTP

Hospitality Financial and Technology Professionals (HFTP?), established in 1952, is a hospitality nonprofit association headquartered in Austin, Texas USA with an offices in the EU. HFTP is recognized as a group supporting the finance and technology segments of the hospitality industry with an international network of members and stakeholders. HFTP offers expert networks, educational resources, career development programs, research, leadership opportunities and conferences and events. HFTP produces international events throughout the year, including the world’s largest hospitality technology tradeshow and conference brand: HITEC. In addition, it oversees the publication of the Uniform System of Accounts for the Lodging Industry (USALI), Hotel Online and Hospitality Upgrade Magazine. For more information about HFTP, visit www.hftp.org.