Free live webinar for hospitality businesses
Becoming the AI Recommendation
What makes AI choose one hospitality business over another?
Your next customer may decide for or against booking your business before ever seeing your website. AI is becoming the first impression, the comparison tool and the route towards booking — learn how to become the business it recommends.
Date
Wednesday 7 October 2026
Sessions
11am · 2pm · 4pm UK
(12pm CET / 6am ET · 3pm CET / 9am ET · 5pm CET / 11am ET)
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Choose Your Session
Free · Wednesday 7 October 2026 · Same content in each session. Times shown for UK, CET and ET.
Trusted by leading hospitality brands
Why it matters
AI Doesn't Search. It Judges.
Half of all Google searches now feature an AI Overview, and only 30.5% of searches result in a click to an external website. ChatGPT has become a travel distribution platform, and AI Mode has started booking hotels.
Instead of presenting ten blue links, AI evaluates hundreds of signals and recommends only a handful of businesses — the ones it trusts.
That means the question is no longer simply:
"How do we rank?"
It's becoming:
"How do we get recommended?"
In an AI-driven discovery world, ambiguity is invisibility.
What you'll learn
By the End of This Webinar, You'll Know How To:
01
Understand the AI Search Shift
What changed in the last 2 years, 12 months and 90 days — and what to expect in the next 18 months.
02
See What Shapes Your AI Shadow™
AI is already forming an opinion about your business — whether you know it or not. Learn what feeds it.
03
Reduce Ambiguity, Build Confidence
Use the CARBS framework — Customer Clarity, Authority Mentions, Reviews, Brand Consistency, Structured Data — to fuel your AI visibility.
04
Know What to Prioritise
Leave with practical actions that increase AI's confidence in recommending your business.
Live example
See Why a Suitable Hotel Can Still Be Ignored
Adam will ask AI to recommend a luxury Lake District hotel with a spa, excellent food, dog-friendly rooms and good walking nearby — then reveal why three hotels were recommended while a fourth, on paper a perfect match, was omitted.
Not inferior. Just less legible to AI. You'll see exactly which signals strengthened or weakened each recommendation.
- See how four hotels are evaluated against a genuine customer request
- Discover why three were recommended — and one was omitted
- Understand the difference between suitability and AI confidence
- Take away 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 or hospitality business
- Lead marketing for a hotel or hospitality group
- Want to understand how AI is changing customer discovery
- Are responsible for SEO, content or digital strategy
- Want practical actions rather than another theoretical AI presentation
Your presenter
Webinar
7 October 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
Will AI Recommend Your Business — or Your Competitor's?
Join the free webinar and discover what makes AI choose one hospitality business over another.