Case Study: Freedom Destinations

About Freedom Destinations

Freedom Destinations is a UK based travel company specialising in tailor-made holidays to some of the world’s most iconic and inspiring places. From once-in-a-lifetime trips across Australia and New Zealand to safari adventures in Africa and scenic rail tours in North America, they help travellers design unforgettable holidays built around their interests.

Founded over 20 years ago, Freedom Destinations combines in-depth destination expertise with highly personal service. Every vacation is carefully curated by dedicated travel consultants, many of whom have lived or travelled extensively in the regions they cover. The first touchpoint often begins online, where globetrotters explore destinations, before moving to a phone consultation. During these one-to-one conversations, which can span several interactions, Freedom Destinations consultants work closely with customers to understand their vision and build a bespoke trip that goes far beyond the brochure. This hands-on guidance is central to their reputation for creating memorable getaways.

The challenge: making payments as smooth as the reservation phase

Naturally, payments need to match the effortless, high-touch style Freedom Destinations is known for. Customers often complete their booking during a call with their consultant, while others prefer to receive a secure link to pay at their leisure. Freedom Destinations needed a payment system that could be embedded into the customer journey, which is primarily conducted over the phone, with consultants providing customised guidance throughout the reservation phase.

It’s no secret that the travel industry has gone through a major transformation over the last years. Customer expectations have shifted, travel arrangements are more custom-made and payments need to be flexible, secure and responsive. At the same time, regulatory demands around payments have grown significantly more complex, placing considerable pressure on travel businesses.

Freedom Destinations was looking for a payment provider who understood this new landscape, with expertise in the travel sector, capable of offering personalised support and managing high-value payments efficiently, even during peak times.

"With consumer behaviour shifting and regulations tightening, we were under growing pressure to adapt and manage payments more efficiently. We knew we needed a payment provider who would not only equip us with the right tools but could keep pace with how the travel industry was evolving. That’s what drew us to emerchantpay."

Jackie Baker, Accounts and Administration Manager, Freedom Destinations

The solution: enabling a service-first payment journey

To accelerate their consultative model, Freedom Destinations chose emerchantpay in 2021 as a payment partner that could match their values and way of working. Over the past four years, the relationship has grown steadily, with emerchantpay responding to their ongoing needs and optimising payments at every stage of the customer lifecycle.

How emerchantpay supports Freedom Destinations

• Virtual terminal for MOTO and Pay by link: emerchantpay’s virtual terminal (VT) allows Freedom Destinations to securely process payments taken over the phone (MOTO / mail order telephone order). For customers who prefer to pay after their phone consultation, the team can instantly send a secure, branded payment link via email or SMS. This flexibility ensures customers can finalise holiday plans in the way that feels most comfortable to them, without compromising security or compliance.

• All-in-one processing and settlement: emerchantpay provides a holistic, end-to-end payment solution thanks to a robust payment gateway and acquiring capabilities. This means Freedom Destinations benefits from simplified operations, reducing complexity and admin around their payment management. It also ensures faster, more reliable settlement of funds, helping the business maintain strong cash flow and minimise administrative overhead. Moreover, customers can pay using major credit or debit cards in their local currency, with all transactions settled seamlessly in GBP, Freedom Destinations’ preferred currency.

• Built-in fraud prevention and compliance: emerchantpay’s advanced fraud prevention suite is designed to safeguard every transaction without disrupting the booking flow. The real-time rule-based risk engine detects and stop suspicious activity in its tracks, protecting their customers as well as their business revenue. With PCI DSS Level 1 certification and seamless 3D Secure (3DS) authentication built into emerchantpay’s suite, holidaymakers benefit from a safe and frictionless payment journey.

• Expert support from a dedicated relationship manager: At the heart of the alliance is a dedicated payments expert who acts as an extension of the Freedom Destinations team. With deep knowledge of the travel sector and a clear understanding of their business model, emerchantpay’s one-to-one approach offers strategic guidance, quick responses to queries, proactive advice on optimising payment flows and tailored assistance during busy periods or when new requirements arise.

Whether navigating peak seasons, implementing new processes or simply needing a quick check-in, Freedom Destinations knows they have someone on their side who understands their goals and is always just a call away. It’s a collaboration built on understanding and trust.

"Since working with Freedom Destinations, our relationship has grown from day one. They trust us to guide and enable their payment journey. It's a privilege to be their first point of contact, whether it's for guidance, optimisation or simply making things easier during their busiest times."

Victory Airiohuodion, Relationship Manager, emerchantpay

The impact: higher acceptance, stronger fraud management and fewer headaches

Since integrating with emerchantpay, Freedom Destinations has seen tangible improvements that directly advance their business goals and customer satisfaction.

• Strong approval rates Customers can easily book their holiday with Freedom Destinations, reducing friction and lost sales. By offering fast payment options through both phone and Pay by link, the company consistently secures high approval levels. In a sector where abandoned bookings are common due to complex payment flows, this outcome reflects the efficiency and reliability of their checkout. By removing potential hiccups at a critical point in the journey, Freedom Destinations builds trust from the very first transaction.

• Resilient fraud prevention and risk management With advanced fraud prevention measures in place, Freedom Destinations has maintained a strong layer of protection that keeps both customers and revenue safe. emerchantpay’s anti-fraud tools detect and block suspicious activity before it becomes a problem, minimising exposure to fraud and reducing organisational strains. Furthermore, the real-time rule-based risk engine monitors transactions as they happen, applying parameters to identify anomalies and halt suspicious activity before it escalates. This proactive approach safeguards transactions, reinforces customer trust and bolsters the company’s long-term stability.

• Greater operational efficiency and increased customer satisfaction Simplified payment processes, combined with a dedicated Relationship Manager, mean the Freedom Destinations team spends less time resolving payment issues and more time focusing on delivering exceptional travel escapes. This efficiency, alongside seamless integration that reduces administrative burdens and streamlines reconciliation, also contributes to smoother payments for customers.

"At emerchantpay, we understand the unique challenges travel businesses face when it comes to payments. Our partnership with Freedom Destinations showcases how the right payment framework can not only simplify operations but also elevate the customer experience. We're proud to power their growth with secure, seamless and truly global transactions."

John Harris, SVP Business Development, emerchantpay

"emerchantpay has been a reliable and knowledgeable partner in helping us manage payments efficiently, especially in a sector as dynamic as travel. Their platform aligns with our business model and gives us the flexibility to take secure payments quickly, either during a consultation or by sending a payment link. What really stands out is the personal support we receive from our Relationship Manager, who understands our needs and is always there when we need them."

Jackie Baker, Accounts and Administration Manager, Freedom Destinations

Looking ahead

By working with emerchantpay, Freedom Destinations has strengthened its ability to shape trusted, personal and flexible interactions with travellers. With the right payment tools and travel-specific capabilities in place, the team can focus on what matters most: helping people explore the world with confidence.

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