Forge Holiday Group signs strategic partnership with Guesty

New booking channels for Sykes Holiday Cottages and Forest Holidays parent

Forge Holiday Group has announced a new strategic partnership with short-term rental management platform Guesty.

The Sykes Holiday Cottages and Forest Holidays parent company will use Guesty’s technology to expand its distribution capabilities, unlocking a network of new booking channels and introducing its UK accommodation portfolio of cottages, holiday parks, and lodges.

Forge will gain access to more than 60 additional booking channels, with real-time updates, synced calendars and consistent content across every platform which it says will create new opportunities to reach domestic and international travellers each year.

Guesty’s automation, integration coverage, scalability tools and performance analytics will support Forge as it seeks to continue to grow its brands, maximise occupancy and deliver stronger commercial returns for property owners across its portfolio.

James Shaw, chief commercial officer at Forge Holiday Group, said: “Our partnership with Guesty is about building for the future - giving our teams the tools to expand into new channels and market segments, connect with new customers, and continue delivering exceptional experiences at scale.

“Guesty’s platform enables us to work smarter and faster, while maintaining local expertise and personal service with our key partners and owners.”

Robin Clifford, sales director at Guesty, added: “Forge is the most forward-thinking hospitality group in the UK - consistently ahead of the curve in both technology adoption and AI innovation.

“At Guesty, we’re leading the evolution of software for the STR sector, embedding AI across our platform to drive performance, efficiency, and exceptional guest experiences.

“Forge’s commitment to innovation and growth aligns deeply with our mission, and we’re proud to support them as they strengthen their portfolio and unlock new opportunities for both owners and guests.”