Our Story
Built from the kitchen table
Guido Freire
Founder & CEO
AI Researcher · Data Science MSc
I've seen hospitality from the inside. The reality of combing through emails for hours every morning. Airbnb, GetYourGuide, Viator, direct bookings. It's the same story everywhere.
The thing that got me: ask many of these businesses a simple question: “How many guests did you serve last month?”, and they can't tell you. Everything is scattered across inboxes, spreadsheets, and sticky notes.
I figured if I could build clinical trial data infrastructure for large pharmaceutical companies, I could probably parse a dinner reservation.
Turns out I could. Now I'm helping operators get their time back, 3+ hours every day, so they can focus on guests, not admin.
The Journey
Growing Up
Hospitality roots
Grew up around cooks and dinner parties. Learned early that great hospitality is about people, not paperwork.
2023
MSc in Data Science
Completed my Master's in Data Science, diving deep into AI, and extracting meaning from messy, unstructured data.
2024
Pharma consulting
Built clinical trial data infrastructure for large pharmaceutical companies. Learned how to design systems that handle complex, high-stakes information at scale.
The breaking point
Seeing operators spend hours every day managing bookings across 12+ platforms. There had to be a better way.
2025
First prototype
Built the first version of BookSmart. Early users were saving 3+ hours every day from day one.
2026
Growing fast
Early access launch. Now trusted by 5 agencies and serving 2,000+ travellers every month.
Today
Just the beginning
Building the future of hospitality operations.
Our Mission
To give hospitality professionals their time back so they can focus on creating unforgettable experiences, not managing spreadsheets.
Ready to save hours every week?
Join the agencies already using BookSmart to streamline their bookings.