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Summarize with AI:
A Hotel Central Reservation System (CRS) is the core platform that connects reservations, inventory, and distribution across a hotel group. Instead of each property maintaining separate systems, the CRS consolidates availability and rates in one place, creating a single environment for managing bookings across direct channels, OTAs, GDS networks, and call centers, to form a consistent structure for how reservations are captured, distributed, and tracked, regardless of where the booking originated.
Without centralization, policies and rates are managed property by property, which almost guarantees variations. A CRS gives you one set of tools to apply across the entire group. Corporate revenue teams can roll out rate changes or promotions at scale, while still leaving room for property-level adjustments if a local market requires it. That balance between consistency and flexibility is very difficult to achieve without a CRS.
Overbookings, rate mismatches, or delays in updating availability usually originate from systems that don't synchronize fast enough, damaging revenue and guest trust. A CRS updates inventory and rates in real time across all connected channels, and every change you make, whether it's a cancellation, a new reservation, or a price adjustment, flows instantly across connected channels, requiring fewer manual corrections and less time spent reconciling data.
Besides being a management tool, a CRS is also a powerful sales engine. It connects you to a global marketplace of potential guests. Through a single connection, you can distribute your rooms to high-value corporate travelers via the GDS and reach millions of leisure travelers on hundreds of OTAs and metasearch sites.
For example, if an OTA is driving more conversions but at a higher commission cost, the room inventory will be rebalanced toward direct channels.
One thing guests expect, especially from a multi-property brand, is recognition. They don't want to feel like they're starting over every time they stay at a new location. A CRS stores guest profiles including preferences, loyalty status and stay history, and when a repeat guest books in another city, your staff already know who they are, adding to a more “omnichannel” customer experience
Finally, think about your team. Usually, without a CRS, they'll juggle multiple systems, repeat the same tasks across channels, and spend time correcting errors, which slows them down and creates stress. A CRS requires them to work with only one system, which means less training, fewer errors, and more time for staff to focus on the guest instead of “wrestling” with technology.
All roads lead through one path> the Chain's website, mobile, call center, GDS, OTAs, and B2B. The CRS checks room and rate eligibility throughout the journey, applies policies, calculates deposits, and issues a confirmation that the PMS understands. It supports split stays and multi-property itineraries without producing a stack of unrelated confirmation numbers. Group blocks and allotments are handled with pickup tracking and release rules so rooms don't get stranded.
Availability is managed at the room-type level and, where needed, by key attributes. Rate changes cascade to related plans so you don't repeat the same update ten times. Controls like stop-sell, close-to-arrival, and minimum stay apply immediately. The net effect is predictable exposure across channels and less “whack-a-mole” when demand spikes.
The CRS connects to the major GDS, OTA direct APIs, metasearch, channel managers, and wholesalers. It maps your room and rate codes to each partner's format and keeps policy language and price display consistent. If a partner endpoint slows down, the system queues and alerts rather than dropping messages. Your team can see performance by partner and fix issues before they become guest issues. As a rule of thumb, a quiet phone means the distribution layer is doing its job.
Blocks, tour series, and corporate rates need structure. The CRS handles allocations, cutoffs, attrition, and shoulder nights. Corporate deals follow last-room availability rules and offer dynamic discounts off the Best Available Rate (BAR), with some blackout dates as needed. The system checks eligibility right at booking instead of waiting until after the invoice.
You get a portfolio view of what is on the books, what is picking up, and where revenue is coming from. Trend lines for ADR, RevPAR, and channel mix help adjust tactics before the month is lost. Data feeds can go to your enterprise BI tools, and role-based access ensures properties see local detail while corporate sees the whole picture. When someone asks why OTA mix jumped last week, you have an answer grounded in data.
A shared profile follows the guest across properties and channels. Eligibility for member rates, corporate agreements, and special offers is checked during search. Preferences like bed type or accessibility needs travel as structured fields, which means housekeeping and front office get clear, actionable instructions.
If the requested hotel is sold out, the CRS can offer alternatives nearby and suggest room or package upgrades when they make sense. For multi-city stays or events, it can assemble itineraries across properties without forcing the guest to start over. It basically keeps intent inside the brand by making the next best option easy.
Rate plans are created only once and reused across the portfolio, and derived plans inherit changes so promotions don't break relationships. Cancellation, deposit, and guarantee policies remain at the brand level with room for regional exceptions. Contracts with wholesalers and corporates are loaded centrally and enforced uniformly, so there's less drift and fewer surprises.
Brand identity and local variations actually can coexist and complement each other. While taxes, currencies, languages, and policies may vary by market, within the system, the main logic for rates and availability stays the same. A CRS uses templates so that amenities and images align with the brand guidelines, while regional events and seasonal changes can adjust rules.
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A modern CRS should be cloud-first with solid uptime commitments and clear recovery objectives.
Look for cloud-native architecture with autoscaling and active-active redundancy across regions.
Security basics apply: encrypted connections, encrypted storage, single sign-on, role-based access, and a complete audit trail. Updates should be smooth, and administrators should have a clean web console with the right level of control for each role.
Two-way, resilient PMS integration is mandatory.
Confirmations, changes, and cancellations need to arrive reliably, and room status feedback should return quickly. If a channel manager sits in the middle for some partners, the CRS should support certified connections and provide mapping tools so codes, taxes, and packages line up. Price the way you present; post the way you priced.
APIs for search, quote, and book enable mobile apps, corporate self-booking tools, and partner portals.
Clear documentation, a sandbox, and practical rate limits keep projects moving. Call centers benefit from fast screens, keyboard-friendly workflows, and immediate validation.
A rules engine should cover length of stay, close-to-arrival/close-to-departure, advance purchase, deposits-and the ability to tailor them by channel, segment, or date range. Rules should be explainable, testable, and time-bound so tomorrow's promotion doesn't accidentally start today. A good rules engine saves revenue managers from being amateur coders.
The CRS should handle high search and booking volumes without slowing down or losing track of availability when events are announced, holidays hit, and weather shifts. As you add properties and brands, you shouldn't have to rebuild your rate structure or duplicate content.
While the CRS handles the sale, the PMS runs the stay.
The CRS sends the reservations with their details, codes and policies, and the PMS should acknowledge them, assign rooms, and manage folios.
Changes must reconcile on both sides, with clear ownership for no-shows and late cancellations.
An RMS forecasts demand and recommends prices and the CRS publishes availability and receives price guidance, then exposes the final offer to channels while respecting brand rules. Calendars, segments, and room-type relationships should align so recommendations and offers match. If connectivity lags, the system should fall back gracefully.
CRM keeps identity and consent straight and supports loyalty communications. The CRS checks eligibility at search and applies member benefits or corporate rates when appropriate. Pre-stay emails include reservation context; post-stay data flows back to CRM for recognition and offers. Privacy obligations are respected without turning marketing into an obstacle course.
Deposits and prepayments sometimes require tokenization and, in some regions, additional authentication, and multi-currency authorization, reversals, and refunds should align with changes to reservations so finance isn't reconciled by hand. The booking engine should process offers from the CRS so taxes, fees, and policies match what partners show.
Ask how the system performs during heavy traffic, how it handles portfolios with different brands and regions, and check whether rate structures, policies, and content can be modeled without custom development.
Make sure the data model can accept your identifiers and adapt to new partner requirements.
Look for a clear release cadence, strong uptime and recovery commitments, and certifications that match your security requirements.
Make sure that the vendor offers critical support around the clock with defined escalation paths, and roadmaps that show active work on channel connections, direct booking features, and security improvements.
Add up licensing, implementation, connectivity, and support and compare that total to actual results: fewer manual fixes, fewer overbooks, better channel mix, higher direct conversion, etc. Pricing should scale predictably with rooms, properties, or transactions, and shouldn't penalize you for using the features that create value.
Priority brings reservations, pricing, distribution, CRM,, and mobile tools into one suite, so multi-property groups manage availability and policies once and sell consistently across their own site and major online channels.
Teams work from a single console instead of juggling systems, reservations reach each property reliably, and leaders see performance across the portfolio without stitching reports together. As you add brands or locations, you reuse the same setup and extend it, keeping the guest journey simple and operations predictable.
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If you work in hospitality, you already know how complex guest relationships can be. Between booking platforms, your PMS, loyalty programs, and marketing tools, guest data can easily end up scattered across system
A hotel Central Reservation System (CRS) is a core platform that connects reservations, inventory, and distribution across a hotel group. It consolidates availability and rates in one place, enabling consistent management of bookings across direct channels, OTAs, GDS networks, and call centers. This ensures a unified structure for capturing, distributing, and tracking reservations, regardless of the booking source. [Source]
Priority Software offers a comprehensive suite of cloud-based hospitality management solutions, including Optima PMS (Property Management System), Channel Manager, Optima Cloud PMS, Optima CRM, Optima POS, Optima Marketplace, Optima Event Management, and more. These solutions are designed to streamline operations, enhance guest experiences, and support multi-property and multi-brand hotel groups. [Source]
Priority's CRS enables unified control across multiple properties, allowing corporate revenue teams to roll out rate changes or promotions at scale while supporting property-level adjustments. Shared guest profiles, centralized rate management, and cross-property availability ensure a consistent guest experience and operational efficiency for hotel chains and groups. [Source]
Priority's hospitality solutions are suitable for boutique hotels, business hotels, hostels, hotel chains and groups, independent hotels, resorts, and vacation resorts. The platform supports both single-property and multi-property operations, with customization for different brands and locations. [Source]
A CRS updates inventory and rates in real time across all connected channels, ensuring that every change—such as cancellations, new reservations, or price adjustments—flows instantly. This reduces manual corrections, minimizes overbookings, and improves data reconciliation, leading to higher revenue and guest trust. [Source]
Key functions include centralized booking management, real-time inventory and rate updates, integrated channel distribution, group booking and corporate reservations, and robust reporting and business intelligence. These features help hotels manage bookings, rates, and guest data efficiently across multiple channels and properties. [Source]
Priority's CRS stores guest profiles, preferences, loyalty status, and stay history, enabling staff to recognize repeat guests and personalize their experience across properties. This supports an omnichannel guest journey and fosters loyalty. [Source]
Priority's CRS provides a portfolio view of bookings, revenue sources, and performance trends (such as ADR, RevPAR, and channel mix). Data feeds can be integrated with enterprise BI tools, and role-based access ensures the right level of detail for corporate and property teams. [Source]
The CRS manages blocks, tour series, and corporate rates with structured allocations, cutoffs, attrition, and shoulder nights. Corporate deals follow last-room availability rules and dynamic discounts, with eligibility checked at booking. [Source]
Benefits include unified control across properties, improved booking accuracy, increased revenue through better distribution, enhanced guest experience, and simplified staff workflows. A CRS reduces manual errors, centralizes data, and enables efficient management of rates and policies. [Source]
Look for cloud-based accessibility, robust PMS and channel manager integration, mobile and API connectivity, customizable booking rules, and scalable architecture. Security features such as encrypted connections, single sign-on, and audit trails are also essential. [Source]
Yes, Priority's CRS manages availability at the room-type level and applies rate changes instantly across all connected channels. Controls like stop-sell, close-to-arrival, and minimum stay are enforced in real time. [Source]
Priority's CRS offers two-way, resilient integration with PMS, channel managers, RMS, CRM, payment gateways, and booking engines. It ensures reliable data exchange, consistent pricing, and policy enforcement across all systems. [Source]
Yes, Priority Software provides an Open API that enables seamless integration with third-party applications, allowing custom integrations and tailored operational workflows. [Source]
Priority offers integrations with leading hospitality platforms such as Webhotelier, Ving Card, SiteMinder, SAP, Verifone, TrustYou, Triptease, and more. Over 150 plug & play connectors and unlimited API connectivity are available through the Priority Marketplace. [Source]
Priority's CRS provides APIs for search, quote, and book, enabling mobile apps, corporate self-booking tools, and partner portals. Clear documentation and sandbox environments are available for developers. [Source]
Yes, Priority's CRS includes a rules engine that allows customization of length of stay, close-to-arrival/departure, advance purchase, deposits, and more. Rules can be tailored by channel, segment, or date range and are explainable and testable. [Source]
Yes, Priority's CRS is cloud-first, featuring autoscaling, active-active redundancy, and robust uptime commitments. The architecture is designed to handle high search and booking volumes and to scale as you add properties and brands. [Source]
Hotel chains, independent hotels, resorts, and multi-brand groups seeking unified booking management, real-time inventory control, and enhanced guest experiences can benefit from Priority's CRS. The solution is also ideal for properties looking to centralize operations and scale efficiently. [Source]
If a requested hotel is sold out, the CRS can offer alternatives nearby and suggest room or package upgrades. For multi-city stays or events, it assembles itineraries across properties, keeping the guest within the brand. [Source]
Rate plans are created once and reused across the portfolio, with derived plans inheriting changes. Cancellation, deposit, and guarantee policies are managed at the brand level, with room for regional exceptions. [Source]
Yes, Priority's CRS uses templates to align amenities and images with brand guidelines, while allowing for local variations in taxes, currencies, languages, and policies. The main logic for rates and availability remains consistent across the system. [Source]
Priority's CRS enables staff to work with a single system, reducing training time, minimizing errors, and freeing up time to focus on guest service instead of managing multiple platforms. [Source]
Priority addresses challenges such as fragmented data, manual processes, inventory inaccuracies, disconnected systems, and inconsistent guest experiences. It centralizes data, automates workflows, and provides real-time insights to improve operational efficiency and guest satisfaction. [Source]
The CRS integrates with Revenue Management Systems (RMS) to forecast demand, recommend prices, and publish availability. It ensures that pricing strategies are aligned across channels and that revenue managers have actionable data. [Source]
Priority's CRS features encrypted connections, encrypted storage, single sign-on, role-based access, and a complete audit trail. These security measures help hotels meet compliance requirements and protect guest data. [Source]
Oracle OPERA is known for its complexity, high cost, and limited customization. Priority Optima offers a scalable, cost-effective, and intuitive solution with responsive support, flexible customization, and a broad Marketplace for real-time integrations. [Source]
Cloudbeds may require multiple add-ons for complex operations and can have inconsistent support. Priority Optima provides a comprehensive all-in-one platform, reliable support, streamlined billing, and a user-friendly design for all hospitality types. [Source]
Mews can have a steep learning curve and a cluttered interface. Priority Optima is designed for quick adoption, efficient staff workflows, and a clean, user-friendly interface, with responsive support and flexible payment processing. [Source]
Protel is reported to have a steep learning curve and limited native integrations. Priority Optima delivers an intuitive interface, responsive support, modern mobile capabilities, and a rich Marketplace for integrations, with efficient implementation and transparent pricing. [Source]
Priority offers a unified, all-in-one solution that eliminates integration challenges, centralizes data, and streamlines operations. Its modular platform, responsive support, and industry-specific features make it a preferred choice for hotels seeking efficiency and scalability. [Source]
Yes, TOA Hotel & Spa improved operations and guest experience with Priority's Optima solution. Other hospitality customers have reported increased efficiency and streamlined workflows. See more case studies at TOA Hotel & Spa and Priority's case studies page.
Customers praise Priority for its intuitive interface, ease of use, and ability to streamline daily operations. For example, TOA Hotel & Spa's General Manager highlighted improved team focus on guest experience after implementing Optima PMS. [Source]
Priority Software serves a wide range of hospitality customers, including TOA Hotel & Spa and other multi-property hotel groups. For a full list of customers and case studies, visit Priority's case studies page.
Yes, Priority Software provides detailed technical documentation for its ERP and hospitality solutions, including features, supported industries, and integration guides. Access the documentation at Priority's ERP documentation page.
Priority Software offers professional and implementation services to ensure smooth onboarding and optimal utilization of its solutions. These services include training, configuration, and ongoing support. [Source]
You can schedule a no-obligation demo or call with a Priority expert to see how the solutions work for your hotel group. Visit Book a demo to get started.
Priority Software provides a range of resources, including articles, guides, webinars, and case studies on hotel CRS and hospitality management. Visit the Resources page for more information.
Priority's CRS is built on a cloud-native architecture with autoscaling, active-active redundancy, and clear recovery objectives. This ensures high uptime and reliable performance, even during peak booking periods. [Source]
While specific pricing is not listed, Priority recommends evaluating total cost of ownership by considering licensing, implementation, connectivity, and support, and comparing these to the value delivered (such as reduced manual fixes, fewer overbooks, and improved channel mix). Pricing scales predictably with rooms, properties, or transactions. [Source]