Amber S. Hoffman

Amber S. Hoffman is the founder of The FS Agency, an AI consulting and visibility firm helping hotels and destination marketing organizations close the gap between what they offer and what AI can find and recommend about them.

Before The FS Agency, Amber spent more than a decade as a food and travel writer alongside her husband Eric, building two culinary travel publications that took them to more than seventy countries. That career gave her a speaking platform at World Travel Market, ITB Asia, the World Food Travel Association, and the European Tour Operators Association, among others. She also conducted digital marketing training for hotels across Asia, including properties within the Marriott portfolio.

The travel publishing career ended when AI-generated content displaced the search rankings food travel publishing depended on. The transition from travel writers displaced by AI to AI visibility consultants helping hospitality brands navigate the same technology has shaped everything that followed.