Celebrating Iain and Emma’s Quarter Century at freetobook!

2001 was a very different time for travel.

Online booking had just begun; most holidaymakers visited their local high-street travel agent before booking their chosen destination. Budget airlines made holidays abroad accessible, while 9/11 changed air travel forever.

2001 was also the year that Iain and Emma Stewart, our co-Director and Accounts Manager, joined freetobook.

In the 25 years since, they’ve helped the company not only survive the shift to online booking; but to shape it. Under their leadership, freetobook has supported thousands of independent hoteliers to get more direct bookings – despite the boom of the big Online Travel Agents (OTAs).

We chatted with Iain about the last quarter century and how it’s changed travel technology – and himself.

Supporting small businesses

Helping independent property owners has always been a core freetobook principle. “I think it’s from a sense of fairness; everyone should have access to similar essential business tools,” says Iain. “If that’s achieved, then you have a more productive society, which should then lead to healthier and happier communities.”

It’s when this happens that Iain feels most proud.

“When I read our customer feedback, it’s addictive. Hearing that we’ve had a significantly positive impact on their businesses and even their lives is something I can always look back upon and share with pride.”

“If you can help create a solution that makes someone happy, why wouldn’t you?”

The digital shift

At the freetobook office, stories swirl about the old ways of booking accommodation. If you ran a hotel back then, you’ll remember just how manual everything was. Guests booked rooms in person or via phone, fax, or teletext; tourist boards used coloured pegs to track availability; and travel agents visited exotic hotels on research trips.

Now, almost everything is done online. 90% of guests use Google to search for accommodation. Social media influences where travellers go next. More recently, AI agents will soon be able to book your next holiday.

freetobook’s online booking diary and features like OTA channel management, Google connections, and guest apps help independent hoteliers keep up.

As our name suggests, a core part of the freetobook system is free. “We provide a way to manage your business and take bookings for free,” explains Iain. “A B&B anywhere in the world can sign up, set up, and be taking bookings on their website all within an hour – at no cost.

Additional features are competitively priced. We should be able to bring down some of hoteliers’ main business costs, like the cost of payments or of acquiring new customers.”

This is something that hasn’t changed over the years.

“Ultimately, your values don’t really change in life. Mine haven’t, and neither has the company’s,” reflects Iain.

Freetobook’s unique company culture

Beyond technology, building the right team has been integral to freetobook’s success. “We hire people that want to join freetobook for the right reasons,” says Iain. “To learn, to grow, to help, to share and ultimately be a part of something bigger than them.”

Walking into the freetobook office, with its office dogs, greenery, and onsite gym, you get a sense of this unique company culture. “I never see freetobook as “different”, we’re just who we are. The culture is 100% a result of the people here – they define and evolve it.”

With brothers Iain and Craig as co-Directors, it’s no secret that freetobook’s a family business. What’s it like for Iain and Emma to work together as a couple? “There are real benefits because you understand the challenges and frustrations each of us have with work. You can support each other better,” says Iain.

“However, I do try to have boundaries with regards to when we discuss business. We also have very different roles so that helps,” he warns.

The next 25 years

Did Iain ever imagine he’d still be working at freetobook 25 years later? “I don’t think I ever really looked that far into the future,” he admits, before offering advice to other business owners. “To keep going, it helps to keep your feet firmly on the ground and question if what you are doing is good enough and how could it be better.”

People will always want to travel, of course. It’s why freetobook, and all the properties who use our system, can keep going. “25 years feels good if not a little surreal,” admits Iain.