📅 Date: Wednesday, 4th November
⏰ Time: 4:30 pm – 7:00 pm followed by drinks and joint Networking with Connecting Future Leaders after the program
📍Hilton London Metropole, 225 Edgware Rd, London W2 1JU, United Kingdom
Registration will begin at 4PM

AI is evolving at a pace that makes it difficult to predict what the most pressing questions will be even a few months from now. That is why we are taking a slightly different approach to this Curate.

We are delighted to welcome back Dr. Peter O’Connor, whose research and teaching explore how digital technologies are transforming business. Peter will open the programme with:

Embrace AI, Secure Success: Hotel Distribution for the Next Decade

AI is reshaping how guests discover, choose and book hotels. From personalised recommendations to AI-powered search and agentic assistants, these developments are changing the customer journey and creating new opportunities for hotels to strengthen their visibility and competitive position.

Peter will explore what this means for hotel distribution and how leaders can prepare their businesses for the next decade through connected data, capable teams and a willingness to embrace change.

Following Peter’s presentation, Ben Jost, Founder & CEO at TrustYou and Chair of HSMAI Europe’s AI Advisory Board, will give a short presentation sharing what our AI Advisory Board has been working on so far, what has been achieved and what lies ahead.

Following the presentations and short panel talk these are the topics we will discuss at the Curate in 3 to 4 groups: 

AI and the changing distribution landscape
The implications of agentic commerce for existing intermediaries and direct booking strategies.

AI and the Guest Relationship
What practical steps can hotels take now to protect their commercial influence and guest relationships as AI becomes a booking intermediary?

Standing Out in an AI World
What can hotels actually do to improve their visibility and differentiation when AI influences recommendations?

Moving from Experimentation to Implementation
What is stopping hotels from turning AI pilots into measurable business results, and how can we overcome those barriers?

As always, Curate is designed for conversation. Expect an interactive executive forum where we can challenge assumptions, exchange perspectives and explore what the latest developments could mean across commercial strategy and the wider hospitality business.

About the Curate

The Curate is an exclusive benefit offered to Organizational Member companies of HSMAI Europe, which is By-Invitation-Only. The Curate events are held twice a year to help executives keep up with the rapid changes in the hospitality industry. Designed to identify, capture, and shape executive-level content, providing an opportunity for executives across different companies to discuss cross-disciplinary issues across the fields of culture & people, sales, marketing, distribution, revenue management, and innovation. This edition of the Curate will be a condensed but high-impact version lasting only 2 hours followed by networking.

For questions, contact us at postbox@hsmai.eu