When Richard and his business partner Stephen purchased a derelict nightclub in Selby following the COVID-19 pandemic, the original plan was to transform the space into a large HMO (house in multiple occupation). But a surprise opportunity changed everything.
“We also acquired the building behind it, a 14th-century monument,” Richard explains. “That changed the scale of what we could do, and we decided to pivot. Instead of an HMO, we’d bring something Selby lacked: a quality boutique hotel.”
Fast forward to 2025, and the result is Abbots Boutique Hotel, a stylish 15-bedroom property in the heart of Selby with plans already underway to expand further.
For Richard, a background in finance, and Stephen, a former joiner turned property developer, the move into hospitality was a bold one.
“Literally, the only thing I knew about hospitality was staying in hotels occasionally,” Richard laughs. “It’s been a baptism of fire. We’ve had to learn about catering, laundry, maintenance, you name it.”
One thing they didn’t want to struggle with was their booking system. Richard turned to hospitality forums on Facebook and asked for advice: “I said, ‘What’s the most user-friendly platform for someone who’s not tech-savvy?’ Well over half the replies said freetobook, so we went with it. I’ve never regretted it.”
Richard admits he was nervous about launching a new system in the middle of a building project, but the guidance from freetobook and a training session from Account Manager, Heather made all the difference.
“It went live on day one, and that’s when we looked at freetobook and said, right, what do these buttons do then?” he laughs. “We’d already had training with Heather, which was thorough and great, but there’s nothing like the real thing. And the bookings from day one just went mad!”
The system’s ease of use quickly won him over, especially as someone who doesn’t consider himself particularly tech-savvy. More than that, it was the people behind the technology that impressed him.
“I emailed Heather at 9pm one night with a question, and she replied within 10 minutes. That kind of personal contact is incredible and rare these days.”
With their feet now firmly under the table, Richard and Stephen are considering the next steps, including the possibility of adding a residence bar to even further enrich the guest experience.
“We’re just taking time to get everything running smoothly before we expand, but we’re already thinking ahead.”
They’re also beginning to explore Dynamic Pricing through freetobook’s integration with RoomPriceGenie, aiming to increase revenue.
Would Richard recommend freetobook to other new hoteliers?
“100%, without hesitation. I’ve never used another system, but I’ve never even considered switching either. That says it all.”
Abbots Boutique Hotel is proof that with the right system and the right support, even a hospitality newcomer can build something exceptional from day one. With freetobook, Richard turned a challenge into a success story. And for him, that’s just the beginning.
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