01
Webinar Slides
A copy of the keynote deck covering Google's shift from ranking pages to recommending brands.
Webinar Resources — Summer 2026
Google's Biggest Change
in 25 Years.
Download the webinar slides, join the AI Visibility Masterclass waitlist, or request more information about a Digital Tidy-Up.
Choose your next step
Get the slides and choose your next step.
Complete the form below and select which resources or follow-ups you would like.
01 — What you'll get
Three ways to move forward.
02
AI Visibility Masterclass
Join the waitlist for Formula's upcoming training programme on how hotels can become the brands AI recommends.
03
Digital Tidy-Up
Request more information about our focused project to clean up the digital signals AI platforms use to understand and recommend your hotel.
02 — Why this matters
Search is changing.
Google is becoming less interested in ranking pages and more interested in understanding brands. For hotels, this means the next competitive advantage is not just traffic — it is recommendation visibility.
The old search journey
Travellers did the research themselves — searching, comparing, clicking through pages of results before choosing where to stay.
The new search journey
AI researches, filters and recommends before the guest ever visits a website. The shortlist is built for them, not by them.
What changes for hotels
To be ranked, Google needs to understand your website. To be recommended, AI needs to trust your brand.
Hosted by
Adam Hamadache FIH
Adam Hamadache is the Founder of Formula, a specialist hotel growth agency working with independent and luxury hotels on commercial performance, direct revenue and AI-driven discovery. He has spent 17+ years working with hotels — first as a Hotel Director, then advising operators on the commercial decisions that move the numbers.
He is the host of The Hotel Growth Podcast and a recognised voice on how AI is changing the way guests discover, compare and choose hotels.
An international speaker on driving growth for hotels, Adam regularly takes the stage at industry events across the UK, Europe and North America.
Selected speaking engagements
- Global Revenue Forum
- ·HITEC
- ·Independent Hotel Show
- ·Xenia
- ·Institute of Hospitality
Option 01
AI Visibility Masterclass.
A structured online course to master AI search visibility — on your own schedule, at your own pace.
Join the waitlistA few weeks away
Be first in line when doors open to the founding cohort.
At your own pace
Do it yourself, step by step — modules you can revisit whenever you need.
Apply it directly
Every lesson is designed to be applied to your hotel the same week you learn it.
Built on
The C.A.R.B.S. framework — Customer clarity, Authority mentions, Reviews, Brand consistency and Strengthened machine readability.
Option 02
Digital Tidy-Up.
We work alongside you to assess your digital presence and produce a clear, prioritised action plan — rooted in the CARBS framework.
Only 3 available per month
Request more information01
Assess
Full audit of your current digital presence — website, listings, reviews and how AI is already describing you.
02
Analyse
Apply the CARBS framework to identify the gaps holding back your AI visibility and recommendation share.
03
Implement
A clear, prioritised action plan delivered in 3–4 weeks — ready for your team, or ours, to execute.