Vi & Co has partnered with Plum Guide and what that means for your returns. April 24, 2026 By VI&CO Team There is a version of short-term letting where your property appears on every platform that will take it - listed alongside thousands of others, competing on price, averaging down. And then there is another version entirely: one where your property is selected, positioned, and presented to the kind of guest who books based on quality rather than cost. That distinction is not incidental. It shapes your revenue, your reviews, your asset's reputation, and ultimately its long-term value. It is why Vi & Co has always been deliberate about where VI&CO properties appear - and why its new partnership with Plum Guide is something every landlord Vi & Co work with should understand. What Plum Guide actually is - and why it matters. Plum Guide is not another listing platform. It is, by design, one of the most selective short-term rental marketplaces in the world. Every property on Plum Guide has passed what the company calls the Plum Test - a rigorous assessment that evaluates over 150 criteria, from the quality of the mattress and the water pressure in the shower to the natural light, the neighbourhood character, and the overall experience of staying there. Fewer than 3% of properties assessed make it through. The result is a curated collection of genuinely exceptional homes - and a guest base that seeks them out precisely because of that curation. Plum Guide travellers are typically high-earning professionals, design-conscious families, and discerning couples who are willing to pay a meaningful premium for a property that has been independently verified as outstanding. They are not hunting for the cheapest available option. They are investing in the right one. For London landlords who want their property associated with quality - and who want to attract guests who treat a home with corresponding care - Plum Guide is, quite simply, one of the most valuable platforms to be on. What this partnership means for your property. All VI&CO-managed properties are now listed on Plum Guide, giving every landlord Vi & Co work with access to this exceptional audience without any additional effort on their part. That is the practical headline. But the implications run deeper than a new listing. Plum Guide's curation model means that appearing on the platform is itself a signal of quality. When a potential guest - or a prospective tenant, or a future buyer - encounters your property on Plum Guide, they are encountering it within a context that reinforces its value. The platform's brand does work on your behalf. It positions your asset not as one of many, but as one of few. This matters for revenue. Plum Guide guests book at higher nightly rates and tend to have longer, more considered stays. It matters for your reviews. Guests who choose a property based on quality rather than price arrive with realistic expectations and a genuine appreciation for what they are getting. And it matters for the long game - the slow, cumulative building of a property's reputation that, over time, supports everything from occupancy rates to resale value. The VI&CO approach: distribution with discernment. Vi & Co has always believed that where your property appears is as important as how it is presented. That is why VI&CO manages listings across Airbnb, Booking.com, and now Plum Guide - not because Vi & Co list everywhere indiscriminately, but because each of these platforms reaches a distinct and valuable segment of the guest market when managed correctly. Airbnb provides reach and flexibility. Booking.com captures corporate and international travellers. Plum Guide delivers the most quality-driven, premium audience in the short-let space. Together, under careful management, they create a distribution strategy that maximises both occupancy and the calibre of guest your property attracts. Its role is to ensure that your property performs consistently and beautifully across all three - that the photography, the copywriting, the pricing strategy, and the guest communication are calibrated to each platform's audience while maintaining a coherent, elevated standard throughout. Achieving Plum Guide selection requires exactly the kind of attention to detail and quality of presentation that VI&CO applies to every property Vi & Co manage. The partnership is, in that sense, a natural fit. What London landlords should be thinking about. The short-term rental market in London is not standing still. Guest expectations are rising. Platform competition is intensifying. Regulatory discussion continues to evolve. In this environment, the landlords who will see the strongest long-term returns are not those with the most listings or the lowest prices - they are those with the best-positioned assets and the most trusted management behind them. Being on Plum Guide is one expression of that positioning. It signals to the market that your property belongs in a more considered category of short-term rental: curated, quality-led, and professionally managed. For VI&CO landlords, this partnership is another way Vi & Co protect and elevate the value of the properties entrusted to Vi & Co. Because in a market full of listings, the properties that stand apart are the ones that perform.

Dubai, UAE - Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands, is expanding its award-winning loyalty programme, GHA DISCOVERY, to unique vacation homes through a new partnership with Plum Guide.