The hotel
FMA Coliving is a coliving and short-term rental operator in the city of Salta, Argentina. Its portfolio brings together seven properties —DFC, Usina Studio, Platform 7 3/5, District A, Cañada Suites, Joy Tower and Porto— and more than 230 fully equipped apartments.
The offer goes beyond lodging: pools, gyms, shared spaces and breakfast build an experience designed around community, with stays that range from a weekend to several months.
Fernando Martínez, its executive director, leads a team that serves very different guest profiles at the same time: tourists, corporate travelers and digital nomads who stay for weeks.
The challenge
With seven buildings and more than 230 units, a single WhatsApp line concentrated every kind of inquiry: weekend availability, monthly rates, which building sits near what, parking, pets, invoicing. Every answer required knowing which property the guest meant.
The team covered extended business hours, 9 a.m. to 9 p.m. Anything arriving at night or on a Sunday waited until the next day, and in short-term rentals that delay usually means a booking closed somewhere else.
Fernando was not looking to make service cheaper but to scale it: he wanted to optimize every process while keeping the level of service that sets FMA apart. Any automation that sounded robotic worked against that.
The WeSpeak solution
FMA added WeSpeak as the first line of service on WhatsApp. The assistant answers instantly, around the clock, working from the knowledge base of all seven properties: which unit has which amenity, which one is downtown and which is in San Lorenzo Chico, how long stays work.
Handoff became explicit. The AI closes informational and transactional exchanges; anything needing human judgment —a corporate negotiation, a special case— reaches the team with the conversation already in context.
Automation was built on what FMA already had running: self-service booking and its own technology stack. WeSpeak came in as the missing conversational layer, not as a replacement for the system.
Results
The 9 p.m. to 9 a.m. window stopped being a hole. Inquiries that used to wait until the next day are answered on the spot, and the team starts the morning with conversations already advanced instead of a piled-up inbox.
Service quality held, which was Fernando's condition: guests get clear answers in the brand's tone, and the team steps in where it genuinely adds value.
For Fernando the takeaway is bigger than FMA's own operation. Conversational AI stopped being a future promise and became part of how the company is run every day.
The story, told by their team
We believe this is the future, that it's part of what companies need to adopt.
