This course is with the Cornwall Hospitality Collective and is free of charge.
Forget everything you thought you knew about SEO. Guest behaviour has changed, Google’s rules have changed, and the old playbook just doesn’t work anymore. In this fast-paced session, Adam Hamadache, CEO of Formula, breaks down how independent hotels can thrive in the age of AI-powered search.
We’ll look at what’s really going on behind the scenes at Google, how zero-click searches are reshaping the booking journey, and what hotel marketers need to do right now to stay visible and drive direct bookings. You’ll leave with a clear action plan for adapting your digital strategy, without relying on gimmicks, guesswork or generic content.
THIS SESSION IS DELIVERED BY ADAM:
Adam is the founder of Formula, a digital growth agency that works exclusively with pioneering independent hotel brands. With over 12 years of hands-on experience growing hotel revenue through smarter digital strategies, he’s a aan international speaker on how guest behaviour, search trends, and AI are reshaping the booking journey.
Formula is intentionally small, proudly senior, and growth-obsessed—partnering with no more than 20 hotels at a time to deliver clarity, impact and measurable results. Adam’s work has helped ambitious hotels reclaim direct bookings, reduce OTA dependence, and align their marketing with how guests actually make decisions today.
Known for cutting through fluff and focusing on what drives performance, Adam brings a commercial, no-nonsense perspective to digital marketing for the modern hotelier.
