What makes Formula so different?
20 Clients Max
Every client gets 100% of our focus
No Juniors
We’re a team of senior, experienced professionals
The Hotel Growth Formula
Our unique strategy designed for the age of the ‘messy middle’
About Us
We only work with independent hotel brands, unconstrained by corporate “brand rules".
Driving growth and profits for local businesses is more our style.
We only work with a maximum of 20 clients
Every client deserves 100% of our focus.
We only employ senior professionals
Let the corporate brands cover the costs of inexperience, our clients don’t have that luxury.
About Formula – Digital Done Differently
At Formula, we don’t just help hotels market better – we help them grow smarter in an ever-changing digital world.
Founded on the belief that hotel marketing should be smarter, not bigger, Formula exists to rethink the way independent hotels grow online. For years, hotels have been held back by fragmented, one-size-fits-all marketing strategies that don’t match the way guests actually book. We chose to change that.
At a Glance
- Official name: Formula
- Legal name: Formula Ltd
- Address: 1 Primrose Street, London, EC2A 2JN, UK
- Phone: +44 (0)20 8088 3631
- Email: info@thisisformula.com
- Founded: 2012
Company type: Independent, privately owned marketing agency
About you
You’re an aspiring hotel brand
- Not a branded hotel
Your product is unique, the experience you offer guests is exceptional.
Costs just seem to get bigger
You’ve seen your costs increase and are demanding more from your marketing budget.
It’s tough to find the right agency
You find it frustrating to work with agencies that don’t really “get” your brand. Or worse, don’t take the time to truly experience your product.
You just feel stuck
You need a digital partner that complements the way that you work.
Sound familiar?
Our Story
Formula was founded on a bold idea:
hotel marketing should be smarter, not bigger.
For years, we watched hotels struggle with fragmented, one-size-fits-all marketing strategies that didn’t match the way guests actually book. The industry has changed, guest behaviour has evolved, but the way hotels (and marketing agencies) approach digital growth isn’t keeping up. That’s when we made a decision—to rethink everything.
We chose to stay small so we could focus 100% on growing the businesses of a select 20 hotel brands at a time—not chasing agency growth at the expense of our clients. We chose to only hire senior professionals, because we believe hotels deserve to work with experts who “get it”—not junior account managers learning on the job. And we chose to ditch long-term contracts, because great work speaks for itself.
With over 12 years of experience growing hotel brands, we developed The Hotel Growth Formula—a data-driven, non-siloed approach that aligns marketing efforts with how guests actually book hotels today.
In a world where guest decisions are being made in the “Messy Middle”, Formula doesn’t just help hotels market “better”, we help them to grow smarter.
Our Story
Formula was founded on a bold idea:
hotel marketing should be smarter, not bigger.
For years, we watched hotels struggle with fragmented, one-size-fits-all marketing strategies that didn’t match the way guests actually book. The industry has changed, guest behaviour has evolved, but the way hotels (and marketing agencies) approach digital growth isn’t keeping up. That’s when we made a decision—to rethink everything.
We chose to stay small so we could focus 100% on growing the businesses of no more than 20 independent hotel brands at a time. We only hire senior professionals because hotels deserve to work with experts who “get it” – not junior account managers learning on the job. And we ditched long-term contracts because great work speaks for itself.
With over a decade of experience, we created The Hotel Growth Formula – a data-driven, integrated approach that aligns digital marketing with how guests actually book in today’s “messy middle”.
Today, we’re proud to support independent hotels with smarter strategies that drive visibility, bookings, and long-term growth.
Our Team
If we’re selective about the brands we work with, we’re even more selective about our team.
Jessica
Nina
Aleks
Charlotte
Melanie
Rose
Ami
Adam
Adam is the founder and CEO of Formula, with years of experience boosting hotel brands’ digital presence and conversion rates. He started his career in marketing agencies, working with hotel clients, especially in publishing. After gaining experience, Adam founded his own agency to focus on delivering results for these clients. A stint as a hotelier deepened his industry insight, and in 2013, he founded Formula (formerly DHM).
Twelve years later, Adam remains dedicated to uniting great people, creating remarkable work, and wowing clients. His passion for the hotel industry drives Formula, and he thrives on pushing boundaries. Outside work, Adam is busy raising his young family and training for races, though he jokes that parenting requires ultra-marathon stamina.
Adam’s passion and expertise continue to drive Formula’s growth in hospitality.
Read moreJessica
Jessica leads the team at Formula, bringing years of experience in client services and agency management. After earning a degree in English and Communications, she gained experience in client-facing roles across advertising and digital sectors. Over time, she shifted from client services to helping agency founders run their businesses, and now co-leads Formula with Adam.
Jessica and Adam first teamed up in 2007, and after nearly 20 years, they’ve reunited at Formula, reflecting their strong working relationship and shared vision.
Outside of work, Jessica is passionate about health and fitness, from morning workouts to evening swims and dog walks with her family. Her strategic thinking, hands-on experience, and care for clients and her team ensure everything at Formula runs smoothly and purposefully.
Read moreNina
Nina is the backbone of Formula, overseeing operations with precision and efficiency. With a degree from Leeds University, she quickly moved into agency work, leading client services and project management teams with ease. Her past roles, including Client Services Director and Head of Projects, honed her ability to keep everything running smoothly and proactively.
At Formula, Nina ensures the agency runs like clockwork, keeping projects and clients on track. Her organizational skills and ability to solve challenges make her a key part of the Senior Leadership Team.
Outside of work, Nina enjoys spending time with friends, walking her dog, Beau, and hosting family and friends with her latest culinary creations. Her experience and calm approach keep Formula running smoothly, allowing the team to focus on delivering great work.
Read moreAleks
Aleks is the heart of our client services team, bringing passion, knowledge, and genuine care to every project. As a Senior Account Manager, she always puts the client first, solving issues and delivering the best solutions with ease.
Fluent in five languages and experienced in brand marketing, Aleks has a strong passion for learning, especially in digital marketing. She’s always eager to grow through industry knowledge and collaboration.
Outside of work, Aleks loves exploring new cultures and dancing Salsa in London. Her curiosity and warmth shine through in every client interaction, making them feel heard and supported.
Read moreCharlotte
Charlotte is our Senior Client Lead who brings over 15 years of client services experience. With a background in advertising she has worked at a number of the industry’s most respected agencies delivering advertising campaigns for both International and UK brands. From global brand campaigns to multi-market rebrands she has been pivotal in bringing the best out of the teams she works with to always deliver results for her clients and the agency.
At Formula, Charlotte focuses on working closely with clients by getting a real understanding of their business and the opportunities for success. By working as a true partner she ensures projects that are delivered bring real, tangible results to their businesses.
Outside of work, Charlotte loves spending time in nature with her family or challenging herself in a Reformer class. Her warm, focused approach makes her a natural fit for Formula and a trusted partner for every client she supports.
Read moreMelanie
With 18 years’ experience across the full marketing mix, Melanie has built a career specialising in digital channels and customer experiences. She’s worked in client services and project management roles for global agencies including McCann and AKQA, partnering with major brands such as Unilever, De Beers and Heineken, as well as a range of luxury clients.
Her career spans leadership positions — including a director role at influencer marketing platform Traackr — and independent consultancy for organisations like the World Gold Council, MBDA, and a range of startups.
Read moreRose
Rose leads SEO at Formula as our Senior Strategist, bringing extensive search experience and a sharp analytical mind. With a B2B background, she crafts tailored strategies that exceed clients’ digital marketing goals, using her passion for SEO and AI to optimize every campaign.
A strategist at heart, Rose stays ahead of digital trends and refines SEO techniques. Outside of work, she enjoys podcasts, books, and spending time with her two cats. Rose’s dedication to learning and strategy makes her a valuable asset to the team and clients.
Read moreAmi
With nearly two decades of hands-on experience across hotels, hospitality and digital marketing, Ami brings a rare blend of commercial focus, creativity and data-driven strategy to every project she touches. She is at her best solving complex challenges, crafting performance-led campaigns, and pushing for meaningful results across paid media, email marketing, influencer marketing, social media and content.
With 19 years in web and digital marketing – and 13 of those dedicated specifically to accommodation and hospitality – Ami understands the nuances of the industry inside out. She believes there is always a solution, even if it means approaching things from an unexpected angle.
Read moreOur Clients & Projects
We’ve worked with aspirational hotel brands including Berwick Lodge, Pettifers Hotel, Native, Hintlesham Hall, White Hart Hotel, and Cottage in the Wood.
Formula’s headquarters are based in London’s tech district.
Address: 1 Primrose Street, London, EC2A 2JN
Phone: +44 (0)20 8088 3631
Email: info@thisisformula.com
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