Adam Hamadache is the visionary founder and CEO of Formula. With a career deeply rooted in marketing and hospitality, Adam has spent years helping hotel brands transform their digital presence and increase their conversion rates. His journey began in marketing agencies, where he worked predominantly with hotels and hospitality clients. At a time when physical newspapers still dominated everyday life, Adam gained invaluable experience working within the publishing sector — an era that taught him the power of media in shaping public opinion.
After honing his skills across marketing and publishing, Adam took the entrepreneurial leap to start his own agency. His passion for the hospitality industry, combined with a growing expertise in digital marketing, led him to create an agency dedicated to delivering measurable results for hotel clients. A stint as a hotelier himself further deepened Adam’s understanding of the industry’s unique challenges and opportunities.
In 2013, Adam founded Formula (formerly DHM), bringing together his vision for smarter, more impactful hospitality marketing. Over a decade later, Formula continues to embody his mission: to unite amazing people, create remarkable work, and consistently wow clients.
My Role at Formula
As CEO, Adam leads Formula with a relentless focus on results, innovation, and industry expertise. His deep passion for hospitality remains at the heart of everything the agency does. Adam thrives on pushing boundaries — always seeking new ways to help hotel brands stand out and succeed. Under his leadership, Formula has grown into a trusted partner for hotels looking to elevate their digital marketing and drive meaningful business growth.
Adam is also a strong believer in nurturing talent. His ability to inspire and bring out the best in his team has been a key factor in the agency’s continued success. Every project is approached with Adam’s signature drive to exceed expectations and deliver “wow-worthy” results for clients.
Career Highlights
Adam’s career highlights include successfully launching Formula after years of agency-side experience, growing the agency into a recognised name within hospitality marketing, and bringing real-world hotelier insights into his digital strategies. His unique blend of practical hotel experience and digital marketing expertise has enabled Formula to deliver exceptional outcomes for hotel brands across the UK and beyond.
Outside of Work
Away from the office, Adam leads an energetic life as a father to a young family — a role he often jokes requires even more stamina than his endurance sports training! When he’s not navigating the challenges of parenthood, Adam can often be found lacing up his trainers and preparing for marathons and HYROX events. He credits his sporting pursuits with helping him maintain the resilience and determination that drive both his personal and professional life.
Quick Fire Q&A
- Favourite way to recharge: Long-distance running.
- Secret talent: Ultra-marathon-level patience (essential for both business and toddlers!).
- What keeps you motivated: Seeing clients succeed and watching the Formula team thrive.
