Become the hotel AI recommends.
An on-demand video course you work through at your own pace. Understand how AI sees your hotel, identify what is holding back its visibility, and build a practical 90-day improvement plan across ChatGPT, Google and other AI-powered discovery platforms.
- 100% online, on demand
- Work at your own pace
- Around 2–3 hours of video
- Start and stop whenever you like
Individual access from £97 · Hotel team access from £147 · No live sessions or fixed schedule
Hotels & hospitality businesses
Independent hotels, boutique groups, resorts and hospitality operators who need to be discoverable by the next generation of travellers using AI to plan trips.
AI already describes your hotel
ChatGPT, Google and other AI platforms are recommending hotels every day — often based on outdated, incomplete or wrong information. Traditional SEO advice doesn't fix it.
A 90-day plan you can execute
A clear benchmark, a completed CARBS assessment, prioritised visibility fixes, and a practical 90-day roadmap you can start straight away.
A four-part online course, in the right order.
Pre-recorded video lessons you take in your own time — your progress saves automatically, so you can pick up exactly where you left off. Every module connects to a workbook exercise or prompt so you're always doing the work, not just watching videos.
- 01Part One
Understand the shift
Modules 1 to 3: how discovery is changing, how AI describes your hotel today, and where the visibility opportunity sits.
- 02Part Two
Understanding your AI Shadow
Module 4: run your AI Shadow™ Assessment and see exactly how AI currently sees your hotel.
- 03Part Three
The CARBS Assessment
Module 5: score your hotel across the five CARBS pillars and pinpoint the gaps holding your visibility back.
- 04Part Four
Preparing your AI visibility roadmap
Module 6: turn your findings into a prioritised, practical roadmap you can start acting on.
The CARBS Framework.
Five pillars that determine whether AI can find, understand and confidently recommend your hotel.
- CCustomer clarity
- AAuthority mentions
- RReviews
- BBrand consistency
- SStructured data & technical health
Everything you need to act — nothing you don't.
Videos, workbooks, prompts and templates that connect together. Practical, specialist, and made specifically for hotels.
- Full on-demand video course, structured in the correct order
- Lifetime-style access — learn at your own pace, revisit any time
- The CARBS Framework and assessment workbook
- The complete prompt library, versioned and copy-ready
- Downloadable workbooks for every practical module
- Templates and tool links to run each exercise
- Personal progress tracking and lesson resume
Two ways to join.
Prices shown excluding VAT — VAT is calculated and added at checkout. Payment is processed securely by our payment provider.
Launch pricing ends 30 September. From 1 October the regular price is £197 for Individual Access and £247 for Hotel Team Access.
Individual Access
- One named learner
- One hotel
- Full course access
- Personal progress tracking
- All workbooks, resources and prompts
Secure checkout · Apple Pay & Google Pay where available · VAT handled at checkout
Hotel Team Access
Recommended- Up to five named learners
- One hotel or hospitality business
- Separate login and progress for every learner
- One team administrator
- All workbooks, resources and prompts
- Add extra seats later at £25 each
Secure checkout · Apple Pay & Google Pay where available · VAT handled at checkout
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Built by Formula.
Adam Hamadache FIH is a keynote speaker, advisor and entrepreneur helping leadership teams understand one of the most significant shifts in customer behaviour of the last 25 years: how customers find, evaluate and choose businesses when answers come from AI rather than a list of websites.
Through keynotes and leadership workshops across Europe and North America, and drawing on nearly two decades in hospitality, technology and digital strategy, Adam translates complex change into clear, commercially relevant action — focused on AI visibility, customer discovery, and moving from being ranked by search engines to being recommended by AI.
He is Founder and CEO of Formula, a specialist digital agency helping hospitality businesses adapt to the changing landscape of digital visibility and customer acquisition. This masterclass distils the same approach into something hotels and teams can act on themselves.
Trusted by hotel leaders.
“In an industry overwhelmed by hype and buzzwords, Adam brings clarity. He helps people understand what is changing, why it matters, and what they can actually do about it.”
Annemarie GubanskiFounder & CEO, Taktikon“Everyone left with actionable insights on AI to add to their hotel's marketing plans — clear, engaging and backed by excellent data.”
Emma VandoreIndependent Hotel Show London“When AI is in the mix, I'm proud to say 'I just don't know enough'. Adam was SO clear and concise, backed by hotelier-specific knowledge. We've implemented his Formula for four months — watch, listen and learn from him.”
Michael Wood FIHGeneral Manager & Director, Hempstead House Hotel & Spa“Adam's session on being present online and the role of SEO in the world of AI gave our GMs knowledge and confidence in their future approach.”
Anna HalesSouthampton Region Hoteliers Association“Clear insights for the hospitality industry — current consumer behaviour and where the growth opportunities are. Highly recommended.”
Stefan Micevski MBA FIHGeneral Manager, Marriott Leeds Hotel“Adam helped our hospitality businesses find practical ways of using AI. Everyone wanted the rest of their teams to hear from him.”
James Cavanagh-ShaddockCo-Founder, Cornwall Hospitality Collective
Questions, answered.
- Is this a live course or self-paced?
- It's entirely self-paced. All lessons are pre-recorded videos you can watch on demand — there are no live sessions, no fixed start date and no schedule to keep up with. Your progress saves as you go, so you can stop and resume whenever suits you.
- Who is this course for?
- Hotels and hospitality businesses — owners, marketers and operators — who want to understand how AI describes their property and improve it.
- How long does it take?
- Not long. There's around two to three hours of video in total, and most people work through the whole programme in a couple of days — but you can spread it over as long as you like.
- Do I need technical skills?
- Not to produce the strategy. However, there are certain points, certain recommendations that may crop up that may involve a developer, but you'll be provided with step-by-step instructions to be able to delegate that accordingly.
- Does the Hotel Team licence cover multiple properties?
- One licence covers one hotel or hospitality business. Additional properties need their own licence.
- Can I add more seats later?
- Yes. Extra learner seats can be added at £25 per seat, up to the licence limit set for your team.