There’s a lot of uncertainty as to what to expect at this month’s Hospitality Industry Technology Exposition & Conference. This year’s edition of HITEC, which will be held June 22-25 at the Anaheim (CA) Convention Center, comes in the middle of the hotel industry’s biggest downturn in anyone’s memory. Who will show up? What vendors will be there, and what new ideas will they present? What new trends will be revealed by the event’s vast array of speakers?

A lot of smart hotel owners and operators who have access to cash or financing believe now is the right time to make capital investments in technology and other areas to leap ahead of the competition.

HITEC, which is sponsored and produced by Hospitality Financial and Technology Professionals, will showcase a wide range of computer-based hardware, software and systems covering all areas of hotel operations—from reservations and property management systems to telephones and guestroom entertainment and information and more. In addition, the conference will have a full schedule of general sessions, keynote speakers, panel discussions and a few social events. Here are some highlights:

• An extended exhibit hall schedule gives attendees up to 15 hours to visit vendor booths. Hours are 10 a.m. to 4 p.m. on Tuesday, June 23; 10 a.m. to 3 p.m. on Wednesday; and 10 a.m. to 2 p.m. on Thursday.

• While the conference’s 47 panel discussions and roundtables cover every imaginable technology topic, several cutting-edge themes receive extra attention. A number of panels explore the technology implications of hotel marketing through social media. Another hot topic, wireless technology, is the subject of several discussions, including a unique Wireless Convergence Forum. At this interactive session, which will be held from 9 a.m. to noon on Monday, June 22, participants will work together to build a complete converged wireless network.

• The opening (Monday) and closing (Thursday) general sessions both feature high-powered keynote speakers. On Monday afternoon, Travelocity founder Terry Jones will discuss the importance in building effective customer relationship strategies. Thursday afternoon’s closing session approaches hotel technology from a different angle. Doug Solomon, CEO of IDEO, will explore how thinking like a designer can be a useful problem-solving technique for the hospitality industry.

• For the first time in several years, HITEC won’t include the former Guestroom 2010 (now called Guestroom 20X) attraction. The exhibit, which displays the hospitality industry’s most innovative technologies for the guestroom, will appear every other year at HITEC. The next version will be unveiled at the 2010 HITEC, which will be held in Orlando. For more information on the project, go to www.guestroom20X.org.

• Attendees, vendors and speakers will have a chance to mingle at the opening reception immediately after Monday’s general session. The party will be held from 6 to 7:30 p.m. at the Anaheim Marriott.

For more information or to register for HITEC, go to www.hitec.org.