What is the meaning / definition of CRO in the hospitality industry?
CRO stands for: Central Reservations Office.
It is a system that allows reservation agents to receive reservation requests by phone and to handle them immediately.
CROs display availability of hotels and allow reservation agents to easily and fast find the suitable property for the client they have on the phone. Therefore, sophisticated search options have to be included.
It is also known as Central Reservation Center. Bigger Hotels or Hotel chains have their own, in-house “call center” for direct bookings.
The reservation itself is usually confirmed via a CRS and/or PMS.