One of the biggest issues is the isolation between the booking engine and hotel website. The CRS generally speaks only to the booking engine, and this segregation creates a less-than-ideal booking experience, one that is out of sync with how modern travelers book travel. Today’s traveler visits at least 38 sites before booking, usually to compare price. But CRS systems provide room rates only after a traveler has put dates into the booking engine. In some cases, the website and booking engine are visually different, creating a clunky transition between the two. If users click away from the booking engine to browse the website again, their previous date inputs are lost and they have to restart their rate search again. The central reservation system we know today needs to evolve. Hotels must treat the CRS, booking engine, and website as a singular e-commerce entity—a dynamic system designed not just to play the role of the reservationist, but also the role of the salesperson. In short, the CRS of today must be conversion-driven. Get the full story at Travel Tripper