For Places.
Hotels, restaurants, cafés, spas, experience venues — any place. You built something worth choosing. Selfe makes sure AI agents can find it, understand it, trust it, and book it.
Now in early access. Selecting launch partners.
You run the place. Selfe handles the AI
AI agents are choosing places right now. Selfe makes sure yours is found, understood, trusted, and chosen — without you lifting a finger.
Your four vitals.
Always running. Quietly.
Selfe works for your place — picking up mentions, backing claims, fielding agent questions. You check in. You make the calls that matter.
What Selfe gets done.
It works while you sleep. Here’s what it did.
Every action has a receipt. Every claim has a source.
One. Or one hundred.
Whatever you call your place.
From one place to a hundred. From a high street pub to a whole region. Selfe gets each one chosen.
For Destinations.
DMOs, tourism boards, regional bodies, place brands. You look after many places. Selfe gives each one a voice that AI agents can hear — and shows you the whole picture.
For Networks.
Chains, groups, franchises, multi-location operators. You manage many. Selfe applies your standard everywhere — brand consistency without the babysitting, local feel without local drift.
The way in.
Three steps to getting chosen.
We handle most of it. You make the calls that matter.
- June
- Mon10:00
- Tue11:30
- Wed14:00
01 · Book a demo.
Show us your place. We’ll show you your vitals — Found, Fit, Verified, Chosen — and what Selfe can do for you. 15 minutes. No slides.
- Analytics
- Booking
- Payments
- Reporting
02 · Connect your stack.
Booking engine, PMS, channel managers, payments. Plug in where you already work. Selfe gets live data. Nothing else changes.
- Chosen rate
▲ 12 this week
03 · Get chosen.
Selfe is live. It picks up mentions, backs your claims, fields agent questions, freshens your echo. You check in. You see the receipts. Bookings flow direct.
Already running. Already winning.
Real places. Real results.
Numbers and words from the early ones. More coming as launch partners run longer.
4.3x
More bookings
From AI-driven discovery vs cold OTA traffic. Across early launch partners.
20+ hrs
Saved per week
Across reviews, listings, and partner replies. Per place.
Zero lines
Of code
For your team to ship an Echo.
Three plans. Plain prices.
No hidden fees. Just Selfe doing its job.
Pick yours. Move up when you’ve outgrown it.
Place
One place. Hotels, restaurants, cafés, spas, experience venues.
£129/mo- Your four vitals: Found, Fit, Verified, Chosen
- Selfe works for you — picks up mentions, backs claims, fields agent questions
- Ask Selfe anything about your place
- Standard integrations (Mews, Apaleo, Stripe, Booking.com, Shopify, more)
- Email support
- MOST POPULAR
Group
Multi-place. Pub groups, hotel chains, DMOs, networks.
£549/mo- Up to 100 places
- Everything in Place, applied across your group
- Aggregate vitals across your portfolio
- Member echoes managed centrally
- Priority support
Sovereign
Fully isolated. For organisations where data sovereignty matters.
£1799/mo- Everything in Group, plus:
- Your own isolated data. Never shared.
- Your own rules. Write your own curation logic.
- Private deployment (cloud, private cloud, on-prem)
- SAML SSO + role-based access
- Dedicated Slack channel + SLA
- Custom integrations on request
- No place cap
Locked. Logged. Yours.
Your data, your rules. Receipts included.
We built the security before the product. Four things you’d ask about anyway.
Data autonomy.
Your data is yours. Never shared. Never trained on. Yours to take with you.
Private deployment.
Cloud, private cloud, or on-prem. Same product. Your perimeter, your call.
Transparent AI.
Every decision logged. Every claim cited. Replayable end to end.
Identity & access.
SAML SSO, RBAC, IP allow-listing. Your identity provider, plugged in.
By us. For you.
Built by people who’ve worked your world.
Years in hospitality. Years in AI infrastructure. The world’s shifting fast. AI is now choosing places, articles, brands. We built Selfe because nothing else was keeping up. And because we think you deserve tools that do.
Never still.
What’s shipping. From the team.
Fitter every week. Here’s what shipped.
What’s shipping.
All updatesEcho Renderer is live on the agent web
Your storefront, agent-readable, instantly. No code.
New Playbook: review triage
Auto-route reviews to the right Playbook based on tone, channel, and severity.
Compass + LiteAPI: signal-driven rate moves
When the Compass spots a demand shift, your rate Playbook fires before the noon ops huddle.
Selfe joins the MCP working group
We’re helping shape how agents talk to venues. Yes, your Echo is already there.
Got questions?
Got answers.
The ones we hear most often. Anything else, the demo’s the place.