The New Frontier of Hospitality: Optimizing for AI and Direct Bookings with Adam Hamadache

In this episode of The Thoughtful Entrepreneur Podcast, host Josh Elledge sits down with Adam Hamadache, the CEO of Formula Digital, to discuss the radical evolution of how travelers find and book accommodations. As AI-powered search tools like ChatGPT and Perplexity begin to act as digital concierges, traditional SEO is no longer enough for independent hotels to remain competitive. Adam shares his expertise on how hospitality brands can bridge the gap between classic search engine visibility and the emerging world of AI optimization, ensuring they capture guest attention and drive high-value direct bookings in an increasingly automated marketplace.

Mastering the Shift from Search Engines to AI Engines

The traditional playbook for hospitality marketing is being rewritten as AI platforms move from simple chatbots to fully integrated booking interfaces. Adam explains that the modern definition of SEO has expanded to include "AI Visibility," which requires a website to be easily "readable" by large language models that suggest travel itineraries and specific properties to users. For independent hotels, this means the technical health of a website—specifically the implementation of structured data and schema markup—is now just as important as the aesthetic design. If an AI tool cannot instantly identify a hotel's amenities, pricing, and location through its backend code, that property essentially ceases to exist in the eyes of the digital concierge.

Beyond the technical hurdles, Adam emphasizes that the human element of reputation remains a primary data point for AI recommendations. These intelligent systems don't just look for keywords; they synthesize guest reviews, consistent business information, and topical authority to determine which hotels are "trustworthy" enough to recommend. Maintaining absolute consistency across directories and actively managing online reviews are no longer just administrative tasks—they are the fuel that powers an AI’s decision to put a property in front of a potential traveler. By treating online reputation as a core SEO asset, hotels can significantly lower their reliance on expensive third-party booking platforms and recapture their profit margins.

To help hospitality leaders navigate these changes, Adam highlights the importance of creating "content hubs" that establish a property as a local authority. Instead of thin, disconnected blog posts, hotels should focus on interlinked, comprehensive guides that answer every possible question a traveler might have, from wedding logistics to local hidden gems. This depth of information signals to both Google and AI bots that the brand is an expert in its niche, resulting in higher rankings and more personalized user experiences. As the hospitality industry moves toward hyper-personalization, those who invest in these foundational digital strategies will be best positioned to thrive in the era of AI-driven travel.

About Adam Hamadache

Adam Hamadache is the CEO and founder of Formula Digital, a specialized agency dedicated to driving digital growth for independent hotels. With a deep background in hospitality marketing and technology, Adam is a recognized expert in helping hotel brands increase direct bookings and optimize their online presence for the next generation of search.

About Formula Digital

Formula Digital is a hospitality-focused digital agency that helps independent hotels compete with major chains by leveraging advanced SEO, AI optimization, and direct booking strategies. The agency also developed Score Plan AI, a proprietary tool that allows hotel owners to benchmark their visibility across AI platforms and search engines.