All consumer bookings will belong to a Virtuoso adviser -- one with whom the consumer has worked previously or one who has signed up for a paid lead-generation program. In addition to enabling consumers to book about 900 hotels on Virtuoso's website, advisers are also given the same ability, which is useful for independent contractors who don't use a GDS, said Matt Elliott, director of Virtuoso.com. Virtuoso decided to create its booking technology in-house after reviewing more than 20 vendors and finding no solution meeting the consortium's needs, said Elliott. The research process began about 18 months ago. Get the full story at Travel Weekly