What Freetobook does

Freetobook (trading name of US Booking Services Ltd, registered in Scotland, SC191330) is a Glasgow-headquartered SaaS provider of online booking management software for independent accommodation businesses. Founded in 1998 and operating from 100 Berkeley Street, Glasgow, the company serves hotels, bed and breakfasts, self-catering rentals, hostels, and glamping properties, with a stated customer base of 10,000+ properties across 100+ countries and 18,000+ channel manager connections. The company positions itself as an independent business serving other independents, contrasting its model with OTA-affiliated property systems.

The platform is built on a modular core-plus-add-ons architecture. The core freetobook Booking Management System provides a single diary, calendar syncing, rate and availability control, and commission-free direct booking capability. It is extended by optional modules: a Channel Manager integrating Booking.com, Airbnb, Expedia, TripAdvisor, Agoda, Hostelworld, HRS, and Hotels.com; Google Integrations (Google Zero free booking links and Google Hotel Ads); Payments via Stripe with PCI Level 1 compliance and Tap to Pay on iPhone; Guest Messaging across direct and OTA bookings; a Reputation Suite for Google and TripAdvisor reviews; Dynamic Pricing through RoomPriceGenie; the GuestAppy digital check-in and guest experience app; and the Bloom booking page engine. Vertical-specific editions exist for hotels, B&Bs, self-catering rentals, hostels, and glamping.

Revenue is generated through monthly subscription fees for the base platform plus add-on module subscriptions on a pay-as-you-use basis, with no commission charged on direct bookings and no long-term contracts (14-day termination notice). Distribution is primarily self-serve PLG via website sign-up, augmented by a dedicated switching service that has completed 3,500+ competitor migrations, UK-based human phone support, and multi-channel marketing including case studies, webinars, industry association partnerships, and social channels. The company is privately held with no recorded external funding, no parent company, and no acquisitions or divestitures in the available record.

Name

Freetobook

Legal name

US Booking Services Ltd.

Website

https://freetobook.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Freetobook provides modular, cloud-based booking management software for independent hotels, B&Bs, self-catering rentals, hostels, and glamping properties. Its subscription platform offers channel management, payments, guest messaging, dynamic pricing, and reputation tools to 10,000+ properties across 100+ countries.

Ownership category

akta.pro rank

Product category

Hospitality Property Management Software

NAICS

All Other Travel Arrangement and Reservation Services (561599), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Booking Engines & Direct Web Booking (THALACAD)

akta.pro secondary industries

Digital Check-in/Check-out & Keyless Entry (THALACAG), Hostel & Shared Accommodation Booking Platforms (Short-Stay Shared Inventory) (THAMALAK), Budget Limited-Service Hotels (THAGABAB)

Keywords

• Booking management software
• Channel manager system
• Hotel reservation platform
• Property management system
• Hospitality SaaS platform

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Subscription Software Fees: Monthly/annual subscription for access to booking management platform with modular feature tiers. No commission on direct bookings. Pay only for what you use model.
2. Optional Add-on Features: Additional paid features including Dynamic Pricing, Reputation Suite, Messaging, Google integrations available as add-ons to base subscription

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

Freetobook provides a cloud-based booking management and channel distribution platform for independent accommodation providers, including hotels, B&Bs, hostels, glamping sites, and self-catering rentals. The platform enables commission-free direct bookings, multi-OTA channel synchronization, integrated payment processing, automated guest messaging, dynamic pricing, and reputation management, sold via modular subscriptions with optional add-on modules.

Product overview

freetobook is an online booking management system provider for independent accommodation businesses, operating on a modular platform-plus-add-ons architecture. The core product is the freetobook Booking Management System, a cloud-based PMS that enables direct bookings, rate management, and availability control. This core platform is enhanced by a suite of optional modules including Channel Manager (connecting to OTAs like Booking.com, Airbnb, Expedia), Google Integrations (Hotel Ads and Zero), Payments (Stripe integration, Tap to Pay), Guest Messaging, Reputation Suite, and Dynamic Pricing (via RoomPriceGenie). The product also includes GuestAppy for guest digital experience and Bloom for modern booking pages. Vertical-specific versions exist for Hotels, B&Bs, Self-Catering Rentals, Hostels, and Glamping properties. The company offers switching/onboarding services and UK-based phone support as part of its customer success approach.

Differentiator

Problem solved

Functional benefit

Brands

• GuestAppy: Guest experience app providing digital check-in, messaging, and guest communication tools.
• bloom

Products and services

• freetobook Booking Management System
• Channel Manager Connects and synchronizes property listings across major OTAs (Booking.com, Airbnb, Expedia, TripAdvisor, Hotels.com, Hostelworld, HRS, Agoda) from one centralized dashboard, preventing double bookings.
• Google Integrations Enables properties to appear on Google Search and Maps with direct booking links, including Google Zero (free booking links) and Google Hotel Ads integration for increased direct booking visibility.
• Payments Integrated payment processing suite including Stripe integration, Tap to Pay on iPhone, automated billing, and secure PCI Level 1 compliant card processing for online transactions.
• Guest Messaging Automated and organized guest communication system for scheduling messages, using templates, and managing conversations across all direct and OTA bookings from one place.
• Reputation Suite Review management tool that helps increase the number and quality of reviews on Google and TripAdvisor, with automated review collection and response capabilities from a single dashboard.
• Dynamic Pricing Revenue optimization tool integrated with RoomPriceGenie that automatically adjusts pricing based on demand, occupancy, and market conditions to maximize accommodation revenue.
• GuestAppy Guest-facing digital experience application providing automated pre-arrival information, digital check-in, access codes, and seamless communication for a professional guest experience from booking to checkout.
• bloom Booking Pages Modern booking page engine with improved aesthetics and customer booking flow, designed to increase direct booking conversions through a streamlined user experience with multi-property and upsell support.
• Switching Service Migration and onboarding support service that helps accommodation providers switch to freetobook from existing booking systems, including data import, OTA connection setup, and training, with no downtime guaranteed during transition.
• New Owners Package Onboarding service for new accommodation business owners including a dedicated account manager, payment system setup, OTA transfer guidance, and training support.

Quantifiable outcome

• 96% of customers voted freetobook as very good or good for their business
• +7 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature9 records

Partnerships

One partnership is on record.

• EarthrhizeminorStrategic or Co-development PartnerCarbon offset partnership allowing accommodation providers to offer guests carbon offsetting options during booking. Properties like Warkworth Old Post Office offer guests the option to add carbon offset donations (e.g., £2) to their bookings with funds going to Earthrhize for ocean-bound plastic prevention initiatives. Easy 2-minute setup as an add-on on freetobook booking pages.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• eviivo: UK-based booking and property management platform targeted at independent B&Bs, guesthouses, and small hotels. Closest direct competitor by geography, customer profile, and SMB-focused go-to-market.
• ThinkReservations: Reservation system, channel manager, and booking engine designed for small hotels, B&Bs, and tour operators. Direct competitor in the SMB lodging booking-software category.
• SiteMinder: Channel manager and hotel commerce platform connecting properties to OTAs and direct booking channels. Direct overlap in channel management, the largest module within Freetobook's stack.
• Mews: Modern cloud-native PMS and hospitality operations platform. Increasingly competing for the same independent and boutique hotel segment with a more modern UX and aggressive pricing.
• Cloudbeds: All-in-one hospitality management suite (PMS, channel manager, booking engine) serving independent hotels, hostels, and B&Bs globally. Competes head-on across Freetobook's product surface.
• Little Hotelier: Cloud-based PMS, channel manager, and booking engine built specifically for small hotels, B&Bs, and hostels. Directly overlaps Freetobook's SMB accommodation target customer.
• ResNexus: Reservation and property management software for small lodging, including B&Bs, inns, and vacation rentals. Comparable SMB accommodation booking system with channel management capabilities.

Emerging players

• HotelRunner: Cloud-based PMS, channel manager, and booking engine for small and independent hotels with strong presence in EMEA and emerging markets. Overlaps Freetobook in functionality and customer profile.

Broad incumbents

• BookingSuite (Booking.com): OTA-affiliated software offering free or low-cost PMS/channel manager to Booking.com properties. A structural competitive threat given Freetobook's reliance on Booking.com as a distribution partner.
• Hostelworld: OTA focused on hostels that is both a partner (channel manager integration) and a competitive distribution channel for Freetobook's hostel customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/freetobook
• YouTubeyoutube.com/user/freetobook
• Facebookfacebook.com/freetobook
• LinkedInlinkedin.com/company/freetobook
• Instagraminstagram.com/freetobook

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Freetobook