Join our IoH Northern Ireland Region on 18 September The Bedford, Belfast, for a FREE Hospitality Industry Breakfast networking event with Adam Hamadache FIH titled “The AI Discovery Shift – How Hospitality Businesses Win Visibility in the New Search Era”.

Following the success of IoH London Region’s industry breakfast with Adam last year, we are bringing the event to Belfast!

Guests will start their day with breakfast and the opportunity to connect with hospitality professionals in the heart Belfast before hearing from speaker, Adam Hadamache FIH.

Adam is the visionary founder and CEO of Formula. A member of the Institute for ten 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.

Session Summary:

• Why traditional hotel marketing is being disrupted by AI-powered search, recommendations and “zero-click” discovery
• How platforms like Google, OpenAI and AI assistants are changing how guests find and choose hotels
• Understanding your hotel’s “AI Shadow” — what AI currently says about your brand, reputation and guest experience
• The new rules of visibility: reviews, authority mentions, structured content and brand consistency across the web
• Practical ways to improve your chances of being recommended by AI tools before your competitors are
• Why hotel websites may receive less traffic in future — but potentially convert at much higher rates
• What hotel leaders should prioritise now to protect direct bookings, reduce OTA dependency and stay commercially competitive over the next 3–5 years

Ticket prices: 
Members & guests FREE!