Free live webinar for hoteliers
Why AI Recommends Some Hotels
(And Ignores Others)
AI is already deciding which hotels to recommend, compare and exclude. Learn how those decisions are made — and how to increase its confidence in yours.
Date
Thursday 6 August 2026
Sessions
11am · 2pm · 4pm UK
(12pm CET / 6am ET · 3pm CET / 9am ET · 5pm CET / 11am ET)
Reserve your place
Choose Your Session
Free · Thursday 6 August 2026 · Same content in each session. Times shown for UK, CET and ET.
Trusted by leading hospitality brands
Why it matters
Search Behaviour Is Changing Faster Than Most Hotels Realise
Customers are increasingly using ChatGPT, Google and other AI platforms to research, compare and choose where to stay.
Instead of presenting ten blue links, AI may recommend only a small number of hotels.
That means the question is no longer simply:
"How do we rank?"
It's becoming:
"How do we get recommended?"
The window for taking action is closing.
What you'll learn
By the End of This Webinar, You'll Know How To:
01
See What AI Sees
Understand the information AI uses to form an opinion about your hotel.
02
Understand Why It Recommends
Learn how AI evaluates businesses and decides which ones it trusts.
03
Identify the Missing Signals
Use the CARBS framework to recognise gaps across your content, authority, reviews, consistency and structured data.
04
Know What to Do Next
Leave with practical actions to improve how clearly your hotel is understood and represented.
Live example
See Why a Suitable Hotel Can Still Be Ignored
Adam will compare four hotels against a genuine customer request and reveal why three were recommended while another was omitted.
You'll see how a hotel can appear to be a strong match but still lose visibility because its suitability is less clear, consistent or externally reinforced.
- See how hotels are evaluated against a specific customer request
- Understand the difference between suitability and AI confidence
- Identify the signals that strengthen or weaken a recommendation
- Access a prompt to run the same assessment against your competitors
Who this is for
This Webinar Is for You If You:
- Own or operate a hotel
- Lead marketing for a hotel or hospitality group
- Want to understand how AI is changing hotel discovery
- Are responsible for SEO, content or digital strategy
- Want practical actions rather than another theoretical AI presentation
Your presenter
Webinar
6 August 2026
Presented by Adam Hamadache
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: the move from search rankings to AI recommendations.
Through keynotes and leadership workshops across Europe and North America, he translates complex technological change into clear, practical and commercially relevant insights — drawing on nearly two decades of experience in hospitality, technology and digital strategy.
Adam is the Founder and CEO of Formula, a specialist digital agency helping hospitality businesses adapt to the changing landscape of digital visibility and customer acquisition. His sessions leave audiences with a clearer understanding of what is changing, why it matters and what they should do next.
One question
Would AI Recommend Your Hotel — or Ignore It?
Join the free webinar and discover what influences that decision.