ID90 was founded in 2006 to help airlines address the complexity of airline employee "staff" or "pass" travel. One of the major benefits/perks of working for an airline is the ability to fly for free (or for a nominal amount) on a space-available basis for leisure travel purposes. While commercial ticketing systems and online booking capabilities evolved rapidly in the late 1990s and early 2000s, the systems used for staff travel lagged far behind, due to both the additional complexity involved in staff travel ticketing and the lack of prioritization of these systems by airline IT departments. As a result, staff travel was often handled either manually with employees calling into the customer service call centers, or by clunky quasi-automated systems being used by the carriers. ID90 offered an alternative to these antiquated in-house systems by creating a modern online ticketing platform that could be used by any airline (and quickly customized for their staff travel rules) to provide airline employees the ability to book pass-travel tickets via online and mobile devices.

With the transition to a new leadership team in 2011, ID90 began to evaluate ways to leverage its beachhead in employee air ticketing in order to sell addition travel products into this base of 20M frequent and active leisure travelers (2M airline employees worldwide and 18M airline retirees, family members and designated buddy pass riders). The company was able to secure access to hotel and cruise inventory offered at extraordinary discount levels (average savings of 20% vs. Expedia and 25% vs BAR) due to the closed-group nature of its offering and the ability to direct deals to highly desirable travelers. ID90 now has a rapidly scaling ancillary sales business, with y/y revenue growth of 83% for hotels, 108% for rental cars and 243% for cruises through the first 3 months of 2016.

In 2013, ID90 was approached by Interline Travel & Tour, Inc., a competitor in the airline employee space about a potential combination. Interline operates a series of online/offline travel agencies in the US, Europe and Canada and markets directly to airline employees through SEM, email, direct mail and print collateral distributed into airline employee workplaces. Interline focuses on all-inclusive resorts and cruises and leverages inbound website lead gen and outbound calling and mailings to drive sales. It wasn't until late 2015, that ID90 and the owners of Interline came to an agreement whereby ID90 would purchase the Interline business to become the leader in the airline employee leisure travel market. ID90 would benefit from Interline's 500k member database and strong brand recognition, while Interline's business would be accelerated with ID90's modern online booking platform, more robust marketing and BI capabilities and more extensive inventory.

With the success of ID90's launch of hotel and cruise bookings via their unique B2B2C customer acquisition channel, the company began experimenting with the idea of offering the same discounted inventory to other "closed groups" including companies, associations and other member groups. The company launched this activity formally under a separate brand, called Trebeca. During 2015 the company signed up 70 clients including Sabre, Active Network, Raymond James, DogVacay, Adara and Marchex, for whom Trebeca has created white label employee travel portals for employee leisure travel (offered as an employee benefit at no cost to either the employee or employer). Based on this early traction and very strong booking/monetization activity through portals deployed with early customers, ID90/Trebeca has begun to build out a lead generation and sales and market capability to drive new client enrollments more aggressively in 2016.