Independent Hotel Show Amsterdam Continues to Grow with a Focus on the Future and Technology

The well-attended event was officially opened by Adam Hamadache FIH, Founder & CEO of Formula. In his keynote, he shared a strategic vision on the role of AI, search, and digital transformation within hospitality. Drawing on years of experience in scaling hotel brands worldwide, he demonstrated how hoteliers can strengthen their digital visibility through data-driven strategies, generate more direct bookings, and reduce their reliance on OTAs. His message was not about a single tool or trend, but about building future-proof systems and organisations capable of adapting to a rapidly evolving digital landscape.

HOLOGRAM RECEPTIONIST

AI’s impact was also clearly visible during the trend tour, which guided visitors past standout brands on the exhibition floor. Among them was an innovative telephone service enabling real-time communication in the guest’s native language. The tour also showcased how a hologram receptionist can assist guests remotely with check-in, a service increasingly adopted by hotels. New this year was the introduction of a dedicated Tech Tour, offering a deeper dive into technological developments. From automation to guest experience, the tour provided insight into how digitalization is fundamentally reshaping the hotel industry.

HOTEL ALLIANCE NETHERLANDS

Another key development was the launch of the Hotel Alliance Netherlands. This new initiative aims to give Dutch hotels a stronger, unified voice in a rapidly changing landscape. By bringing together hoteliers, partners, and sector expertise around current and future themes, the alliance seeks to create greater cohesion, stronger advocacy, and a more prominent position for hotels within political debate, the economy, and society.

PRE-EVENT

The sixth edition introduced several new elements. For the first time, a kick-off event was organised on the evening prior to the show. At the Robuust Amsterdam store, designers and hoteliers gathered for an informal evening with bites and DJ beats, a setting that immediately set a creative and collaborative tone. In addition, the Hotel Influencers 100 was presented for the first time: a list recognising hoteliers who made a significant impact on the industry over the past year. The announcement followed the Independent Hotel Show Amsterdam Awards ceremony, where leading independent hotels, hoteliers, and designers were put in the spotlight. These additions highlight how the event continues to evolve and innovate.

POWER BREAKFAST

The second day began with a Power Breakfast, where Dirk Beljaarts, former Minister of Economic Affairs, engaged in discussion with hoteliers about the growing role of independent hotels in a political and economic context. The seminar program addressed current topics such as the changing expectations of Gen Z - not only as guests but also as employees - ​ as well as regenerative hospitality, a movement focused on giving back to the world, for example by supporting nature or acting as a hub within the local community.

In addition to in-depth content, the show offered ample opportunities for networking and collaboration. In the Members Suite, invited guests could meet in a calm and private environment to connect and schedule meetings, a valuable complement to the dynamic exhibition floor.

KEY DECISION-MAKERS

With its strong focus on innovation, inspiring speakers, and new initiatives, the Independent Hotel Show Amsterdam reaffirms its position as a leading platform for the future of independent hospitality. The event attracted key decision-makers and managers from independent hotels across the Netherlands, Belgium, and surrounding countries, underlining its international relevance. In addition to Amsterdam, the Independent Hotel Show also takes place in London, Munich and Miami. The next Amsterdam edition is scheduled for March 2 and 3 next year, while the upcoming European edition will be held in Munich on September 16 and 17.
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​www.independenthotelshow.nl/en