Someone's asking AI for the perfect place to stay right now.
Selfe is how places book guests from AI.
We make every hotel, restaurant, and experience bookable, however people find them
100K+ Echos and counting. Places AI Agents can actually understand, trust and book.
So what, now what?
Bookings from AI. Guests who asked for somewhere like you ... and got you.
Whether it's "worth it" isn't really the question. Can you afford to be the place AI skips? For less than a coffee a day to have your own app on ChatGTP, you don't have to find out.
Sign up, that it. We handle the rest.
Built for individual places and extended for the organisations that bring them together.
Owners and Managers
Your own AI agent. Bookable by ChatGPT, Claude, whatever's next. No developers needed.
from £60 / month
Destination Marketers
Make your entire region AI-bookable and support hundreds of partners all from one platform
from £200 / month
Aggregators and Portfolios
Your whole portfolio, bookable by AI. One connection. Guests recognised across every property.
from £250/ month
Tech and Enterprise
Connect into the AI platform built for travel. Selfe adds value to any part of your solution.
Custom pricing
Owners, your place might already be connected!
We're creating 100K+ Echos each week.
Check if yours is ready, or sign up to go live in days.
Getting Started
Talk to us
A quick conversation to understand your setup and see if we're the right fit for each other.
Check the specs
Our open specs are on GitHub showing exactly what we need to work together.
Connect
Use the SDK to connect to Selfe in a few easy steps. Most teams are live in days.
Bonus: Run a pilot
Start with a subset of venues. See how it works before you commit to scale.
The infrastructure behind AI booking
Building with technology partners and destinations
Built on open standards. Building them too
Our SDK gets you connected. Our work on Open Standards for A2A and trust protocols is shaping how the whole industry connects.
Frequently asked questions
They see your venue recommended in their AI conversation with reasons why it fits what they asked for. Then they book, right there.
We connect to 75+ booking systems. If yours isn't on the list yet, talk to us.
No. Online Travel Agencies (OTAs) are marketplaces that charge commission for access to customers. We're infrastructure, making you bookable by AI agents who already have the customers.
Commission pays for customer acquisition. AI agents already have the customers — billions of people asking where to go. We charge a subscription plus a small transaction fee when bookings complete. That covers infrastructure, not distribution. Think Stripe, not Booking.com.
We're a SaaS platform. Venues pay a subscription and a small transaction fee when bookings complete, not commission on your revenue. Our incentive is more bookings to the right guests, not bigger bookings to the wrong ones.
We've designed this so individual venues don't need one and most go live without any developer involvement. For curators and enterprise - feel free to get in touch or contribute via our Github.
You do. Your Echo is your identity, not ours. We help build and maintain it but you own it.
You'll see bookings come through straight to your systems!
