Graham Donoghue: The journey to 30,000 rentals – and why AI will majorly disrupt the STR industry

This interview first appeared in the Host Planet Playbook. Download your free copy here.

Name: Graham Donoghue

Location: Chester, UK

Company: Forge Holiday Group (home of Sykes Holiday Cottages, among other brands)

Portfolio: 30,000+ across UK and Ireland

Where are you based, and how many properties do you manage?

I’m based in Cheshire, right in the middle of the UK. As a group, we manage around 30,000 properties nationwide, from the tip of Scotland to the south coast of England.

You’re the CEO of Forge Holiday Group, which owns Sykes Holiday Cottages and other short-term rental brands. How did you scale from a few thousand properties to 30,000?

The company was founded in 1991 by a mother and son as a small family business. By 2015, it had grown to around 5,500 properties. That’s when I joined, alongside private equity investment. Since then, we’ve grown through a mix of organic expansion – onboarding 4,000–5,000 properties a year – and around 20 acquisitions, which helped us reach new regions much faster.

How do you maintain a local, personal touch at that scale?

It’s all about trust and results. We’ve kept around 40 offices across the UK and preserved local brands and teams. If you used to deal with Helen in Devon, you’re still dealing with her today.

What makes your brands stand out in a competitive market?

We do what we say we’re going to do. When we give income projections to owners, we back them up – and deliver what we promise. That builds real trust.

We also offer the benefits of scale – strong marketing reach, operational efficiencies, and expert support on tax, regulation, and beyond. Owners get real people to speak to, backed by a powerful machine working behind the scenes.

Plus, we don’t stand still. We’re constantly investing – in tech, branding, social, AI, and more. That drive to improve makes us attractive to both owners and staff.

Speaking of tech, you’ve been vocal about the role of AI in the industry. How are you using it?

Our goal is to give every person in our business a 30% productivity boost through AI – like giving them a superpower. We’re embedding AI across the business: from internal AI agents handling repetitive tasks, to training programmes, and even “AI parties” to get people comfortable with the tools. Over 50% of our team already uses AI regularly. It frees up our people to focus on creativity, relationship-building, and solving problems. I see this as the next seismic shift – like when the internet or mobile tech took off. But this time, the use cases inside our business are clear and immediate.

How do you think AI will impact the short-term rental industry as a whole?

Massive disruption is coming. We’re already seeing it in how people search and plan travel. Instead of typing “dog-friendly cottage in Cornwall,” users are now asking ChatGPT or similar tools detailed questions – and getting sophisticated answers.

In our world, the journey is: plan, book, enjoy. We’re strong on booking, OK on planning, and not great at enhancing the “enjoy” phase. AI will stitch all three together into a seamless, concierge-like experience – but at scale.

The winners will be the companies who combine smart AI integration with human capital. It’s not either/or. It’s both.

So how can property managers ensure they’re “seen” by AI tools like ChatGPT?

Visibility in AI search results will soon be as important as SEO on Google.

AI models don’t crawl the web like traditional search engines. They rely on citations, structured data, and contextual content. That means companies need to rethink how they present their listings and images.

For example, we now use AI tools to scan and tag metadata across hundreds of thousands of images. Instead of generic names like “Property 123,” we embed rich, descriptive tags. What used to take four months now takes four days.

So, what should property managers be doing right now?

Focus on structured, AI-friendly content:

• Add proper metadata to listings and images.

• Use natural, descriptive language that conversational models understand.

• Ensure your brand and properties are being cited across multiple sources – news sites, review platforms, blogs.

There’s already a “visibility gap” forming between those who are adapting and those who aren’t. Even smaller brands can punch above their weight if they do this well.

What advice would you give to smaller property managers or hosts trying to grow?

Be relentless about execution. Set high standards and meet them. Owners want to know they can rely on you. And don’t ignore technology – it’s not optional anymore. Also, invest in your people. Culture, training, and leadership are more important than ever. And finally – don’t forget the guest. The best marketing is still a great stay that leads to repeat bookings and word of mouth.

What’s your most memorable holiday letting moment?

The times we’ve gifted stays to families or individuals facing trauma or end-of-life situations through charities like Time Away and the Clocktower Fund. Getting heartfelt postcards from them reminds me how impactful this work is.

Who in the short-term rental industry has helped you the most?

Many people. Early on, Simon Lehmann was a great guide, especially for US expansion.

What’s the ultimate goal for the Forge Group?

Our focus is on creating value through exceptional service and smart, sustainable growth – not just scale. We already have an international portfolio but are prioritising quality in the UK market, where supply is strong, but demand is the challenge. To stay steady, we need to onboard about five properties daily, managing 15% annual supply loss, always aiming for quality growth as opposed to growth for its own sake.

Quickfire Questions

PMS: In-house system.

Dynamic pricing tool: In-house system, called Prism.

Essential tech: Letter – AI dictation app.

Pets: 100% yes.

Hot tubs: 100% yes.

Self-check-in or personal welcome: Both, depending on the guest and property.

Phone call or AI response: Both, depending on the context.