Following the success of its pilot event in Edinburgh, Buell Hospitality has announced a new national series of workshops on AI.

The workshops are designed to help independent hotel owners and senior operators understand and harness the opportunities presented by artificial intelligence.

The first in the series takes place on April 29 at Another Place, Ullswater, The Lake District.

The AI in Hospitality Workshop Series, sponsored by The Full Range and Buyers Edge, will bring together industry leaders, technology specialists and hospitality experts to explore how AI can be applied practically across hotel operations, marketing, guest experience and commercial decision-making.

Roddy Watt, Founder of Buell Hospitality, said: “Artificial Intelligence is already reshaping many industries and hospitality will be no exception.

“Our aim with these workshops is not to overwhelm operators with technology, but to help them understand the practical opportunities AI presents – from improving operational efficiency to enhancing the guest experience.

“The response to our pilot workshop has been extremely encouraging and we are delighted to now take the programme to a wider audience across the UK.”

The workshops are specifically aimed at owners and senior management teams within the independent hotel sector, providing practical insight into how emerging technologies can improve efficiency, enhance guest engagement and support better-informed business decisions.

Each workshop will run as a focused one-day event, combining expert presentations, practical examples and open discussion in a collaborative small-group format.

Places are limited to 15 attendees per workshop. 

The workshops will explore a range of topics including:

• The practical applications of AI within hotel operations
• How AI can enhance digital marketing and guest communication
• The role of data in driving better commercial decisions
• Brand, design and guest experience in an AI-enabled world
• How hospitality leaders can adopt AI while keeping human judgement central

Workshop Agenda

Each workshop will run from 10:00am to 4:00pm and follow a structured agenda designed to balance strategic insight with practical application.

10:00 – 10:15 | Welcome & Context
Roddy Watt, CEO – Buell Hospitality

An opening session outlining why AI matters now for hospitality, key insights from Buell’s AI audit work, and how attendees can get the greatest value from the day.

10:15 – 12:00 | AI Foundations for Hospitality Leaders
Allan Nelson, CEO – For-Sight

A clear, non-technical explanation of AI for senior hoteliers, focused on leadership judgement rather than tools.

This session covers what AI is and is not, where it already exists across hotel operations, the importance of data quality and readiness, the difference between efficiency AI and opportunity AI, and the risks and guardrails leaders need to consider, including bias, hallucinations, data leakage and over-automation.

12:00 – 12:45 | Latest Technical Developments and Software Opportunities in AI
Barry Knight, CEO – The Full Range, a Buyers Edge company

A review of some of the latest AI-related technical developments and software opportunities relevant to hospitality, including practical developments emerging from the US market and their implications for operators.

12:45 – 13:30 | Lunch

An opportunity for attendees to continue discussion informally and reflect on the morning sessions.

13:30 – 14:00 | Brand in the Age of AI
Andrew Wolffe, Director of Branding – Genoa Black

Why AI does not remove the human touch, and how brand, tone and service standards must be deliberately designed into AI-driven guest and operational touchpoints.

This session explores myth-busting around AI in hospitality, how AI can amplify rather than dilute a brand, and how businesses can create brand-safe AI applications. 

14:00 – 14:45 | Staying Visible in an AI-Driven World
Craig Burns, Managing Director – Huckleberry Agency

A session focused on how AI is changing digital discovery, marketing visibility and trust.

Topics include the changing customer landscape, website and content readiness, management of third-party information and sentiment, SEO and generative discovery, and how hotel businesses can build a practical marketing roadmap in response. 

14:45 – 15:30 | Practical Integration Session

A facilitated discussion and light working session connecting data, brand, marketing and leadership.

Attendees will consider where AI could help most in their own hotel businesses, what inputs are currently missing, and where human judgment must remain central.

15:30 – 16:00 | Closing: Key Takeaways & Next Steps
Roddy Watt, CEO – Buell Hospitality

A closing session bringing the day together and focusing on action.

Key messages include the importance of leadership, data quality, brand consistency, visibility in a machine-influenced world, and the need to start small while staying human and in control.

Registration

If you would like to register for the 29 April 2026 event, please visit the website here.

The forthcoming workshop dates and locations are:

29 April 2026
Another Place, The Lake
Ullswater, Lake District

20 May 2026
South West England
Venue to be confirmed

9 June 2026
Murrayshall Country Estate
Scone, Perthshire

17 June 2026
The Blue Fin Building
110 Southwark Street
London SE1