ISHIR has assisted companies within the travel and hospitality industry to successfully solve both business and technology challenges by leveraging innovative use of technology. Internet has increased the pressure on companies to provide direct connectivity into their latest offers, reservation systems to provide real time availability and booking, and to cut costs through operation efficiency and raise top line revenues in the competitive industry. Globalization has increased travel across borders and travelers are beginning to take buying decisions in their own hands and decreasing dependence on travel agents. When consumers plan trips and vacations, they use a wide variety of internet resources to research and book travel, hospitality and entertainment options. And since they sometimes make decisions on impulse, the quality and timing of offers is critical in reaching them.