UK: Discerningย traveller bookingย platform Plum Guide hasย implemented artificial intelligence [AI] inย aย move that is “revolutionising” the brand’s home acquisition process, boosting business efficienciesย and fuelling growth.ย
Theย AIย adoptionย hasย ledย toย Plumย Guide:
- “Doubling”ย theย amountย ofย homesย onย theย platformย in theย lastย year;
- “Quadrupling”ย revenueย perย headย ofย theย acquisitionย team;
- “Slashingย theย costย ofย addingย aย homeย byย 85 per cent”;
- And “acceleratingย theย numberย ofย homesย addedย perย personย byย 500 per cent”
While the integration of AI into Plum Guide’s processes was a gradual one, the company says that it is now yielding a match rate of 91 per cent between the creative director and creative AI. It has been able to do this by leveraging the learning from those homes that have previously passed [and failed] Plum Guide’s rigid criteria and by developing key engines, such as the capacity to tag rooms and differentiate by location and price point.
OpenAIย tools,ย likeย ChatGPT,ย haveย also revolutionised listing production, drastically cutting down the time it takes to create a listing. Home descriptions are so well-written and on brand that distinguishing them from human-written versions is challenging, however, human expertise remains an essential part of Plum Guide’s vetting process to ensure the best possible stay.
Recentย homeย namesย vetoedย byย theย vettingย teamย thatย hadย beenย generated through AI – ‘Spanish Swinger’ and ‘The Dustbin’ for example – demonstrate the need to leverage the very best of human intelligence and machine learning.
Plumย Guideย co-founder and CEO,ย Doronย Meyassed,ย sharedย theย insightsย atย Skift’s Short-Term Rental Summit in New York City this week. Emphasising the vital role that AI plays in the industry’s future, Meyassed underscores two main trends:
AI’s potential to expose mediocrity and the need for hyper-targeted offerings in the market: “The adoption of AI should not provoke wariness. Rather, it is revolutionising the industry. Embracing the change is integral to success and future growth,” said Meyassed.
He added: “Reviewsย eliminatedย terribleย experiences;ย AIย willย eradicateย theย mediocreย ones.”
Foundedย inย theย UK inย 2016, Plum Guide is now present in over 500 locations across 29 different countries. The brand is planning to expand its presence further, with 60 new destinations set to launch in key holiday locations this year.
The company also won two awards at the 2023 Shortyz Awards in April, for ‘Best sales & marketing campaign’ and ‘Best OTA / online accommodation booking platform’.
