Case study – Guestline2021-03-19T15:49:00+00:00


By Trust Payments Feb 22, 2021
The client: Guestline

Time it takes to read: 5 minutes

The client

Guestline is the market-leading provider of advice and
services that enable hoteliers to better manage every
aspect of their operations. Guestline offers a
complete solution from till systems, check-in and
online room payments to stocktaking services.

In 2007, Guestline was looking for
ways to grow its revenue.

They realised there was an opportunity to broaden the
functionality of their Reslynx Property Management
System with a payment gateway to so its merchants
could reliably accept online payments.

Guestline was also keen to help hoteliers comply with
PCI regulations. ‘Because many hotel bookings are
made when the cardholder is not present, hoteliers
must be extra vigilant about PCI compliance,’
explained Andrew Williams, Product Strategy Director,

‘The way the Trust Payments
ecommerce gateway tokenises
card data was one of the key
reasons why we initially chose to
partner with them. Thanks to their
tokenisation, we managed to de-
scope some payments from the
PCI audit process which makes
life simpler for our merchants.’

Andrew Williams,
Product Strategy Director, Guestline.

The relationship was productive and profitable,
continuing on a referral partnership basis as Guestline
provided the Trust Payments gateway to its hoteliers
for 12 years.

The challenge – strategic
expansion to a full ISO

Trust Payments is one of just a few payment service
providers with its own acquiring service, meaning it
can offer a full end to end solution including using
ecommerce, POS terminals and acquiring. Guestline
took the strategic decision to re-position itself from a
partner to a full Independent Sales Organisation (ISO)
and, in September 2019, signed an agreement to offer
the full end to end Trust Payments solution set to its

Among the benefits are that Guestline could keep the
associated acquiring revenue they had previously
been passing to the banks.

‘When we went through the RFP process to become an ISO,
we had several members of the Trust Payments senior team in
the room with us,’ remembers Andrew. ‘That meant a lot to us.
The decision-making process was fast and we got a lot done
quickly. It was a different story with some of their competitors
whose senior people weren’t in the room – and in many cases,
they weren’t even in the UK.’

Andrew Williams,
Product Strategy Director, Guestline.

Guestline is known for its great customer service and
was keen to retain its close, direct relationships with
their hoteliers. So, unlike most other ISOs, Guestline
decided to provide customer services to its own
merchants rather than having Trust Payments perform
that role. Guestline would need help to develop the
necessary customer service skills and capabilities in-
house as well as learning how to most effectively sell
its new full suite of payment solutions.

The solution

The two organisations had always enjoyed a close
working relationship and, as part of its strategic
transition to becoming a fully-integrated ISO, Guestline
asked Trust Payments for some extra help.

Trust Payments put together an intensive training
course covering all aspects of its payment offering.
Training documents were prepared and departmental
courses were arranged across the business including
Sales, Operations and more. The two organisations
also partnered in marketing campaigns to support
Guestline in its transition to becoming an ISO.

By the end of their training, Guestline was providing
exceptional customer service from educating
merchants how to read their acquiring statement and
explaining pricing to customers all the way to (insert
example of more complex aspect of customer service.)

‘We value the flexibility of Trust
Payments’ technology which is
matched by the responsiveness
of the team at all levels,’ said
Andrew. ‘If we need to request an
enhancement, it can be signed-off
and executed quickly without lots
of tiers of approvals.’

Andrew Williams,
Product Strategy Director, Guestline.

Guestline can quickly access reporting on all its
hoteliers through single point reporting and data can
be pulled directly into their systems through Open ended APIs. Services such as pay by email link have been especially welcomed for table service during

The benefit – objectives
achieved and expectations

‘We came from the hospitality sector, not payments,’
said Andrew.

‘The support we received from
Trust Payments to make this
strategic transition from a partner
to a payments ISO was
outstanding – they held our hand
every step of the way.’

The Trust Payments and Guestline teams remain
closely aligned with review meetings every two days, a
weekly report as well as Quarterly Business Reviews.

Since becoming an ISO, Guestline has onboarded
nearly 200 hotels with its full suite of payment

Reflecting on their journey with Trust Payments,
Andrew recalls,

‘We had a strong relationship as a partner for many years and I
personally presented the Trust Payments’ ISO proposition to
our investors for their approval in 2019. They were bowled over
by it. We are delighted to still be working together as we
expand Guestline into new international markets.’

Andrew Williams,
Product Strategy Director, Guestline.


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