How must reservation options evolve to appeal to next-generation guests and stand up to the ever-increasing competition along the booking path? In this session, Stuart Waldron of the Open Travel Alliance will share insights into how the travel industry needs to address the demand for a cross-vertical platform that will create more seamless experiences for guests. Then hear from Sarah Searls of Choice Hotels who will provide insight into the Choice Hotels booking platform. Following the presentations, the executives will participate in a “fireside chat” to answer questions and discuss stumbling blocks, larger trends impacting reservations and more!