Published: December 2, 2025 at 8:45 am
Forge Holiday Group, which owns Sykes Cottages and Forest Holidays, has entered into a partnership with channel manager Guesty.
At the core of the new partnership is Guesty’s channel manager, which is purpose-built for high-volume operators managing complex, multi-channel distribution.
James Shaw, chief commercial Officer at Chester-headquartered Forge Holiday Group said: “This is a big step forward for us.
“As we continue to scale Sykes Holiday Cottages, Forest Holidays and Bachcare, the ability to broaden our distribution, reach new audiences and unlock new channels is critical.
“Guesty’s tech gives us exactly that – smarter connectivity, more automation, and access to 60+ additional booking platforms with real-time accuracy across every touchpoint.”
Robin Clifford, EMEA 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 recognises the power of combining strong distribution with operational excellence and the right technology partner.
“Their commitment to innovation and growth aligns deeply with our mission, and we’re proud to support them as they scale, strengthen their portfolio, and unlock new opportunities for both owners and guests.”