45% of B2B buyers have used artificial intelligence in purchasing
45% of B2B buyers used artificial intelligence in their last purchase, and 67% prefer to buy without a sales representative. Meanwhile, HITEC 2026 gathered more than 6,100 participants.
45% of B2B buyers reported using artificial intelligence in their latest purchases, while 67% said they prefer to buy without engaging with a sales representative. These figures have raised questions about the future of hospitality trade shows.
Nevertheless, the HITEC 2026 exhibition attracted more than 6,100 participants — interest in trade shows remains; what is changing is the behavior of buyers at trade shows.
According to Deloitte research, the share of those planning their travel with artificial intelligence rose from 8% to 24% in 2025. In a GBTA survey of 270 travel managers, 62% reported staffing shortages.
Wyndham is adding more than 40 luxury boutique hotels to its Registry Collection brand and reaching 129 million loyalty program members.
For the Azerbaijani market, this means more online research and fewer direct sales meetings when choosing suppliers and technology. For hotel and restaurant chains in Baku, providing clear information through digital channels is becoming the primary way to capture the decision-making buyer.