Join the IoH London Region on 6 February at 1 Lombard Street, Bank,  for a Hospitality Industry Breakfast networking event with Adam Hamadache FIH titled “The death of SEO? How hotels might win in the age of AI search”.

Our London Region’s latest industry breakfast is a unique opportunity to connect with fellow Institute of Hospitality members in the heart of the City of London.

Guests will enjoy a sociable start to the day with breakfast in the iconic 1 Lombard Street while hearing from our keynote speaker, Adam Hadamache FIH.

Adam is the visionary founder and CEO of Formula. A member of the Institute for nine years, and with a career deeply rooted in marketing and hospitality, Adam has spent years helping hotel brands transform their digital presence and increase their conversion rates. His journey began in marketing agencies, where he worked predominantly with hotels and hospitality clients.

Session Summary:

• How AI-powered search is reshaping the way guests choose hotels, restaurants, and experiences.
• Why traditional SEO tactics struggle when travellers ask AI for recommendations rather than browse lists.
• How conversational search engines evaluate hotels using authority, reputation signals, and guest value.
• What this shift means for direct bookings, brand visibility, and content strategy.
• Practical steps for hotels to create intent-led content that earns trust from AI systems.
• Insights into how AI interprets local relevance, reviews, pricing transparency, and brand expertise.
• A clear roadmap to help hospitality brands remain discoverable across AI assistants, search tools, and travel platforms

Expect valuable insights into the challenges and opportunities facing hotel distribution with the advent of AI, practical best practice ideas, and the chance to catch up with colleagues and friends.

With its convenient 08:00–09:30 format and unrivalled location directly outside Bank Station, this is a not-to-be-missed event.

Ticket prices: 
Members & guests £45