| Lodgify | directbook.uk | Myma.ai | |
|---|---|---|---|
| What it is | Subscription software: channel manager, PMS and template website builder | Done-for-you service: a person hand-builds your booking website | AI platform for hotel guest communication (chat, voice, email) |
| Price | $14–$62/month billed annually, depending on plan; scales with property count | £1,999 one-time; £9.90 concept demo credited toward the build | Enterprise pricing (not public); built for hotel chains |
| Who builds the website | You do, from templates | We do, by hand, from your photos and details | Nobody, it does not build websites |
| Booking fee on direct bookings | 0% (you pay the subscription instead) | 0% (you pay the one-time build fee instead) | Not applicable |
| Channel manager (Airbnb / Booking.com sync) | Yes, built in | No, works alongside your existing freetobook or eviivo account | No |
| Best for | Hosts who want software to run themselves and do not mind DIY | UK B&B and holiday let owners who want a finished site without lifting a finger | Hotels and chains automating guest messaging |
Prices checked October 2026. Annual-billing figures above are from Lodgify's comparison page (Professional $42, Ultimate $62); Lodgify's pricing page shows different figures under different plan conditions, so check the plan that matches your property count before comparing. Lodgify's monthly billing is higher than annual (Basic $18, Starter $33, Professional $58, Ultimate $85 per month). Currency conversions are approximate.
Myma.ai comes up in these comparisons, so let us be clear: it is an AI guest-communication platform for hotels. It handles chatbots, voice agents and email assistants. It does not build websites and does not take bookings through a site of yours. If your goal is a direct booking website for a B&B or holiday let, Myma.ai is simply a different category.
Lodgify's current ads lead with annual-plan discounts, up to 50% off the Ultimate plan. Those discounted annual prices are the ones already used in the table and the maths above, so the comparison is not hiding them. A discount lowers the rent; it does not change what the rent buys. A Lodgify website lives on Lodgify's platform and templates, and it closes when the subscription ends. A hand-built site is yours: the files, the domain and the content stay with you whichever tools you use later.
Whichever route you take, most UK hosts keep their OTA listings. Your own website gives direct-search and repeat guests somewhere to book with you at 0% commission; the OTAs keep sending discovery traffic. Neither Lodgify nor directbook.uk asks you to leave the platforms.
See what a hand-built direct booking site looks like before you pay the full build.
Order a £9.90 concept demo