GuestyVal

Every reservation is worth more than its nightly rate — the real margin lives in the upsells, the timing, and the relationship built with the guest before, during, and after the stay. In this panel, direct-booking advocate Damian Sheridan moderates a conversation with three operators attacking lifetime value from three different angles: Francois Gouelo (Enso Connect) on monetizing the guest journey end-to-end with AI, James Shaw (Forge Holiday Group) on capturing revenue at portfolio and destination scale, and Jasper Ribbers (Freewyld Foundry) on the pricing and timing decisions that quietly cap — or unlock — a reservation's true worth. Walk away with the concrete tactics top operators use to turn a single booking into a bigger, longer-lasting return.

Moderator: Damian Sheridan — Co-founder & CEO, Scale (Scale Rentals); Founder, The Book Direct Show. 22+ years in short-term rental, best known as a leading direct-bookings advocate.

Speakers:

• Francois Gouelo — Co-founder & CEO, Enso Connect (Gold sponsor). Enso is an AI-powered guest-experience platform that monetizes the guest journey end-to-end — inquiry through post-stay — now running across 17,500+ homes in 45+ countries.

• James Shaw — Chief Commercial Officer, Forge Holiday Group. Forge operates cottages, lodges, and holiday parks across the UK and recently partnered with Guesty to grow occupancy, visibility, and revenue at portfolio and destination scale.

• Jasper Ribbers — Head of Revenue Management, Freewyld Foundry. Runs a pricing and revenue-management practice reporting an ~18% performance lift for $1M+ operators; also hosts the Get Paid for Your Pad podcast.