About Michael

Mike Snyman is Chief Commercial Officer at LogiGroup (Lodgico), founded about 10 years ago by Will Creedon — Australia's leading short-term rental operator managing roughly 3,500 holiday homes and 16 leased mid-tier hotels and motels across the East Coast, Great Ocean Road, Byron Bay, Queenstown, and New Plymouth. Backed by Sydney PE firm Next Capital, LogiGroup grows through acquisitions and a 15-person BDM team winning about 600 keys annually while integrating rent rolls in four to five days.

What we talked about

Two customers, one middle layer — Property owners are customer one; guests are customer two — LogiGroup earns management rights without balance-sheet property ownership.

Buy growth, don't just win it — Unlike organic competitors, LogiGroup acquires rent rolls, lifts inventory into its machine, and targets roughly 1,200 new keys per year.

Scaling breaks at every tier — At ~500 keys and again at ~1,500, processes, people, and PMS technology all hit ceilings — signaled by inconsistent NPS and owner churn.

36 brands, five marketers — Local brand equity stays post-acquisition; centralized Klaviyo and Iconosquare automation runs 450+ social posts and 25 EDMs monthly.

PMS migration to Guesty — Australia's trust-accounting regulations force co-building compliance features with a global PMS leader.

Self-service is the guest expectation — Banking-style digital journeys for owners and guests; AI for predictable check-in questions, not frontline replacement.

Sharpest moments

On scaling pain:

you get to a thousand five hundred keys and everything breaks again.

On operational inconsistency:

when you start to see across the board that there's inconsistencies in your service levels

On labor cost:

85 % of our cost comes from labor.

On AI timing:

we've got to kind of get to a point where we say, this is enough functionality for us.

On last-minute booking:

They're waiting until a week or two weeks before to book their holiday.

Key takeaways

• LogiGroup's asset-light model manages ~3,500 homes plus 16 leased hotels without owning real estate on the balance sheet.
• Growth via PE-backed acquisitions integrates in days when processes, people culture, and tech lift-and-shift are repeatable.
• Scaling short-term rentals breaks management layers and legacy PMS platforms predictably at volume milestones.
• Local brand names stay after acquisition — marketing ~15 of 36 brands while feeding only selected regions on paid media.
• A five-person marketing team runs massive volume through Klaviyo segmentation and Iconosquare scheduling, not headcount.
• Owner-facing key account managers drive 85% of costs — human trust trumps automation for retention.
• Guests now book closer to travel and expect banking-grade self-service; AI handles repetitive pre-arrival questions first.