How PureServiced made the leap to AI-powered hospitality with Boom

Renata - wehome.es | Boom
Company
PureServiced
Location
Plymouth, England, UK
Portfolio
71 properties under management, including a guest house and two pop-up hotels
Founded
2017
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“We’re a hospitality business. Things change every day. We need to react every day. Our software provider wasn’t keeping pace, and we were starting to feel the pain.”

Simon Pyne
Owner, PureServiced

In the coastal city of Plymouth, England, PureServiced has quietly built a reputation as the city’s largest property management company. With 71 properties under management, plus a guest house and two pop-up hotels, founder Simon Pyne has led the company through consistent 30% year-over-year growth.

But behind the scenes, PureServiced was outgrowing the very systems that had gotten them there.

“We’re a hospitality business. Things change every day. We need to react every day. Our software provider wasn’t keeping pace, and we were starting to feel the pain.” - Simon Pyne

PureServiced needed a partner that could help them work more efficiently while maintaining the high-touch service their guests had come to expect.

The Problem: Growth Outpaced by Legacy Tech

By early 2024, Simon and his team had hit a wall.

Their existing PMS, while functional, lacked the innovation and agility required to support a growing operation.

Three issues in particular were weighing on the business:

  • Guest communication had become time-consuming and repetitive.
  • Scheduling works and managing maintenance was difficult to streamline.
  • Reviews and guest feedback required constant monitoring.

The company had no clear way to scale without adding more to their workforce. To make matters more pressing, labor costs were increasing across the UK, making it harder to justify growing the team just to stay operational.

‍“It’s a people-heavy business, and we were hitting a ceiling,” Simon explained. “We needed a way to grow without adding too much overhead.”

The team did their homework, narrowing down their options to some of the biggest names in the industry.

They were literally about to sign with another PMS when a face-to-face meeting with Boom at the SCALE UK changed their course entirely.

The Solution: A Platform Designed for People and Progress

After seeing a demo of Boom at the conference, Simon and his team knew they had found something different.

“It wasn’t like anything we’d seen before. The AI guest communications really stood out. It immediately caught our attention.” - Simon Pyne

They chose Boom for several key reasons:

  • A modern guest communication system that works across WhatsApp, SMS, email, and other channels
  • AI messaging that adjusts tone and format based on guest preferences and company brand
  • A visual sentiment tracker that flags when a guest might be unsatisfied, helping the team step in early
  • A flexible system that supports both traditional in-person touchpoints and more modern, self-service models

Since implementing Boom in early 2025, PureServiced has gradually adopted more of the platform’s capabilities, currently using around 70 percent of the system. The platform has helped reduce repetitive tasks and enabled their team to focus on higher-value work.

“We’re not looking to replace people. We want to give them better work. Boom helps us get the routine stuff out of the way so our staff can do more meaningful things.” - Simon Pyne

The flexibility also supports PureServiced’s hybrid guest experience model. While some guests prefer self-check-in and zero contact, others appreciate a warm, in-person welcome after a long drive.

Boom gives them the ability to serve both types of travelers with the same level of efficiency.

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Why Simon Recommends Boom

Making the switch to a new PMS is a major step for any operator, especially when it involves thousands of bookings and conversations already in progress. For Simon, the way Boom handled the transition was a key part of the experience.

“They’ve been with us every step of the way,” Simon said. “It’s a big company in terms of what they build, but small enough to care. There’s always someone ready to help.”

The support didn’t stop after implementation. When PureServiced asked about integrating a specific smart key locker system that wasn’t widely supported, Boom began exploring ways to make it work.

“They never say no. They always look for solutions. That attitude makes a big difference.”

Simon believes that Boom is built for hospitality teams that want to grow with intention. The technology is strong, but the people behind it are what sealed the deal.

“We would absolutely recommend Boom to other operators. They’ve got a really positive way of approaching things, and there’s always someone there to help and make sure you understand what you’re doing. They’re a big company, but still small enough to give you that personal support when you need it. Moving your core software is a big job, but Boom has held our hands every step of the way. And when something doesn’t go quite right, they work hard to fix it, and they do.”

Simon Pyne
Owner, PureServiced

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