Hotel technology and reservation systems .: Challenges facing the lodging industry Hotel automation in transition Marketing chaJlenges must be met The hotel mdustry is currently the most Jnderautomated sector of the mternatiOnal travel mdustry In comparison to the alrlmes,ts reservation systems are often archaic and a high proportion of bookmgs are stili received at mdlvldual properties direct by or telex. ThiS relative underautomatlon prevents :ne collectIOn of consumer data essential to developmg effective marketing strategies, and the development of management. A number of chains Hilton and Sheraton - are now m improvmg their reservation systems. The 31rlme CRS vendors are also to establtsh jomt programmes with hotels. So far t.he chams have been reluctant to partiCipate. However, Cavia's mcorporatlon of Hilton International and likely expansion by Murdoch of Utell and a related Videotext system is iii