Make AI useful in the real world.
We help tourism businesses use AI, improve digital systems and create more efficient ways of working—without losing the human service that makes them distinctive.
Practical help with AI, people and digital systems.
Practical AI & workflows
Find valuable uses for AI, improve repetitive processes and introduce controlled workflows with appropriate human oversight.
Training & team adoption
Give your team the confidence, guidance and working practices needed to use AI effectively and responsibly.
Digital systems & strategy
Improve websites, booking systems, integrations, distribution and the wider digital foundations supporting your business.
Advice grounded in running tourism businesses.
Hoop was built from real experience: managing enquiries, bookings, websites, suppliers, distribution, guests and teams inside active tourism companies. That means we start with the commercial and operational problem—not with a fashionable piece of technology.
Start small. Prove the value. Build from there.
01 · Understand
We examine the work, the customer journey, the systems and the commercial objective before recommending anything.
02 · Prioritise
We identify the small number of changes most likely to save time, reduce friction or strengthen sales and service.
03 · Implement
We help put the right tools, safeguards and working habits in place—then build only when the evidence supports it.
Digital change with a tourism operator’s perspective.
Selected projects across tours, visitor experiences and travel services—combining websites, booking journeys, content and practical commercial thinking.
Fab 4 Tours
Tourism website, booking journey and digital sales support.
Positioning & customer journeyAncestry Concierge
Service positioning, digital experience and customer journey.
Visitor experience & contentNewcastle Castle
Visitor-facing content and practical destination perspective.
Practical thinking from inside tourism businesses.
Evidence-led guidance on where AI and digital change can genuinely help—and where judgement, relationships and operational experience still matter more.
Where AI can actually help a tourism business—and where it cannot
A grounded guide to useful applications, poor-fit tasks, human review and choosing a sensible first experiment.
Tourism experience first. Technology with purpose.
Tourism experience first. Technology with purpose.
I’m Alex Jacobs, a tourism business owner, destination specialist and digital consultant. I created Hoop because smaller tourism businesses need practical guidance from someone who understands both the technology and the realities of delivering for visitors.
No technology for technology’s sake. The aim is work that is clearer, faster and more useful—for your team and your customers.
What is taking too much time in your business?
A useful first conversation begins with the problem—not with AI.