Independent Hospitality Consultant. EU-Registered. Gulf-Based.
James Alcock. CEO. GM. Consultant. EU-registered. Globally available.
About Better Atlas Consulting
About Better Atlas
Better Atlas is the consulting arm of James Alcock — a veteran hospitality operator based in Doha. With 30+ years of frontline and executive ops experience, he works quietly inside luxury hotels to rebuild the guest experience from the inside out.
Rooted in European service values and Gulf-scale expectations, Better Atlas blends systems design, AI integration, and on-the-ground presence to fix what actually matters: performance on the floor.
On-the-Ground Hotel Audits
We don’t market, coach, or rebrand; we observe. Better Atlas steps inside as a silent guest to pressure-test your hospitality systems, uncover operational gaps, and expose what your guests won’t say—but feel.
Trusted by leaders who don’t want compliments. They want the truth.
Contact Us
Let’s Get Real
Better Atlas doesn’t do call centers or cold pitches. If you’re ready for a grounded conversation about what’s actually happening inside your hotel or F&B venue, drop us a line. We’ll take it from there.
Better Atlas Consulting - Based in the Gulf.
