Someone's asking AI for the perfect place to eat right now.
Selfe is how places book guests from AI.
We make every hotel, restaurant, and experience bookable, however people find them
Everything a place needs to be booked by AI. Built and managed by Selfe.
Known
Trusted
Connected
Booked
We're building 100K+ Echos a week. Each one turns a place into its own AI agent — distinct from your website, your listings, your existing systems.
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. Build with us
We're leading on open standards for Agent to Agent hospitality and our SDK gets you connected fast
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!
