Ian Simmonds had a background in airlines having worked for 23 years with TAA, Australian Airlines and Qantas. He left Qantas and started two businesses: Hospitality Industry Marketing Services (consultancy services to the hospitality industry) and Interactive Databases (software development). He also consulted to hotels on their sales and marketing activities. In 2001, Mr Simmonds established Levart, which evolved as a result of developing the content management system for the travel industry with the additional option of a booking functionality providing immediate confirmations.