July 20, 2017

CWT rebrands hotel division, plans midmarket booking tool


The new division - RoomIt by CWT - is working more like an outsourced tech startup than a travel management company division and that it will deliver aggregated and sorted hotel content to any booking tool.

As such, RoomIt can work with any tool chosen by a CWT client - such as Concur, KDS or CWT To Go - noted CWT president of hotels Scott Brennan. The company is in beta programs with Concur, Amadeus Cytric Travel & Expense and others. CWT plans for RoomIt to be deployed with the top five booking tools by the end of the year. RoomIt also is launching its own booking app.

RoomIt's primary function, for now, is as a content aggregation service that will broaden content choice but also personalize those choices to increase hotel attachment rates, which hang at 60 percent across CWT. "For every hotel, we'll hit multiple aggregators; we'll have GDS content, we may have a direct relationship with the brand and we'll have our own unique content that we've negotiated," said Brennan.

To sort through the vast quantity of rates, RoomIt operates on artificial intelligence-powered algorithms that sort content based on corporate preferred relationships, traveler preferences, previous booking patterns and other priorities.

Get the full story at BTN

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