One Moment Please...
Remove Component
Are you sure you want to remove this Site Navigation component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Content Block component? This action cannot be undone.
Case study · MINNeSTAY
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Built for guests, and the AI guiding them.
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
How a Minnesota property management company rebuilt its digital presence to serve both human guests and the AI systems increasingly guiding them, and found a new model for brand intelligence on the way.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Image component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
MINNeSTAY manages vacation rentals across Minnesota and western Wisconsin. minnestay.com
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
The challenge.
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
MINNeSTAY manages a portfolio of vacation rental properties across Minnesota and western Wisconsin. Their old site gave them limited control over the booking experience, no way to personalise content, and no visibility into how guests were actually engaging with it.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Meanwhile a growing share of travellers were starting their search in a chat window rather than a browser. So MINNeSTAY tested what those AI systems already knew about their brand. The answer came back thin.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
That exposed the real problem. AI tools answer broad travel questions well. Ask one to represent a specific brand and the response turns generic. Fixing that meant managing the brand's intelligence, not just its content.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Content is what you know. Analytics is what your guests are telling you. Together they are the foundation for genuine brand intelligence.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
“We partnered with Humble Good because we needed more control: a booking experience we could actually manage, clearer marketing levers, and better ways to surface the right content to the right guest. The new MINNeSTAY site delivers on all of that, especially with image sorting that helps guests quickly see what matters most, and it's set up to evolve with AI enhancements in guest Q&A and search.”
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Lance B., MINNeSTAY
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
The approach
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Three foundational ideas.
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Dual rendering: one source, two audiences
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
Every page renders in two formats at once. Visitors get a rich interactive experience. AI systems get structured plain text and markdown at dedicated endpoints.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Same source content, rendered natively for two different readers, so an assistant recommending a Minneapolis stay describes MINNeSTAY's properties with brand-accurate detail instead of a scraped snippet or an invented fact.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Analytics that see the full picture
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
The platform tracks guest journeys from first touch through booking, and extends that past human traffic. When AI systems query the content endpoints, those visits surface alongside everything else.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
So MINNeSTAY can trace a reservation back to whether the guest arrived through a search engine, a direct visit, or a chat assistant. For an operator deciding where the marketing budget goes next season, that is the whole question.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Semantic recall, from image search to agent
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
A semantic layer that understands content by meaning rather than metadata. Embeddings on every property photo mean a guest searching for a fireplace or a dock gets matching images from across the whole portfolio.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
That foundation is growing into natural language search, where someone asks for a cosy winter place with a hot tub and the platform blends intent against hard criteria like dates, location and availability.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
“Overall, it's a great platform to send paid traffic to, super interactive and engaging in a way that will give us great insight into user activity on the site. The ability to curate based on time of year or user is fantastic, and Google will likely give us some bonus points since our landing pages will be aligned with the user's search intent.”
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Josue G., Account Manager, Star Tribune Digital Marketing
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
What's next
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
What started as a website rebuild became an intelligence platform.
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
- Conversational web experiences: natural language with dynamically rendered, branded content, grounded in what the brand actually knows
- A guest understanding engine: data-derived personas and journey insight that inform content, pricing and the decisions around them
- A self-optimising loop where content drives interactions, interactions produce insight, and insight refines the content
Remove Component
Are you sure you want to remove this List component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
MINNeSTAY was the first.
Remove Component
Are you sure you want to remove this Heading component? This action cannot be undone.
We are bringing operators on with white-glove onboarding while the self-serve paths prove out. Tell us about your portfolio, or take a place on the waitlist.
Remove Component
Are you sure you want to remove this Text component? This action cannot be undone.
Get set up Join the waitlist
Remove Component
Are you sure you want to remove this Button Link component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Button Link component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Section component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Simple Footer component? This action cannot be undone.
Remove Component
Are you sure you want to remove this Content Block component? This action cannot be undone.