Smartwill Adds Reservation Function to 'BoCRM' for Hospitality Sector Through Integration with 'TL-Lincoln'
CRM consulting firm Smartwill Inc. has added a member-exclusive reservation function to its proprietary CRM system, 'BoCRM,' for accommodation providers. This new feature is enabled through an integration with the 'TL-Lincoln' reservation and sales management system. The integration allows hospitality businesses to increase direct bookings and implement more effective CRM strategies by unifying reservation and member data. The feature will be rolled out sequentially starting in March 2026.
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- 📰 Published: May 19, 2026 at 19:00
- 🔍 Collected: May 19, 2026 at 10:31
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Smartwill Inc., a provider of CRM consulting services and digital solutions, announced it has implemented a member-exclusive reservation function for its CRM system, 'BoCRM,' by integrating it with the accommodation reservation and sales management system 'TL-Lincoln.'
This initiative enables accommodation providers to strengthen their direct booking channels for members, aiming to increase the ratio of direct reservations. It also allows for continuous CRM initiatives by leveraging integrated reservation and member data. The feature is scheduled for a sequential rollout to companies using BoCRM starting from March 2026.
## Background
In the hospitality industry, key challenges include the growing burden of commission fees from reliance on Online Travel Agencies (OTAs) and the difficulty in implementing comprehensive CRM strategies due to fragmented reservation and member data. Smartwill has been addressing these issues by supporting businesses with BoCRM, focusing on 'balancing member experience improvement with business profitability.'
In response to the growing demand from accommodation providers to enhance member-focused initiatives, Smartwill added the member reservation function to BoCRM. The integration with 'TL-Lincoln' establishes a seamless customer experience from booking to post-stay communication.
## Development Details
The project involved integrating 'TL-Lincoln' with 'BoCRM' to create a dedicated booking environment for members. Key achievements include:
- Establishing an environment to utilize member information and reservation-related data held by the accommodation provider.
- Implementing a member-exclusive reservation function to improve convenience during booking.
- Designing member contact points geared towards increasing the direct booking ratio.
- Building an operational foundation that facilitates continuous CRM strategies using reservation data.
This allows for a smoother booking experience for members, while enabling operators to increase direct bookings and advance their CRM strategies through data utilization.
## Future Plans
Smartwill plans to continue optimizing customer contact points through BoCRM to support the strengthening of member bases and profitability in the hospitality industry. Beyond just improving booking channels, the company will focus on advancing CRM strategies using customer data to contribute to the business growth of its clients and enhance the overall customer experience.
## About BoCRM
BoCRM is a system equipped with the essential CRM functions of 'collection, management, analysis, and utilization' of customer information. Developed based on Smartwill's expertise from consulting over 100 companies on CRM strategy, it features an intuitive and user-friendly design for on-site staff. It is primarily offered to facility-based service businesses such as hotels, golf courses, and beauty salons.
This initiative enables accommodation providers to strengthen their direct booking channels for members, aiming to increase the ratio of direct reservations. It also allows for continuous CRM initiatives by leveraging integrated reservation and member data. The feature is scheduled for a sequential rollout to companies using BoCRM starting from March 2026.
## Background
In the hospitality industry, key challenges include the growing burden of commission fees from reliance on Online Travel Agencies (OTAs) and the difficulty in implementing comprehensive CRM strategies due to fragmented reservation and member data. Smartwill has been addressing these issues by supporting businesses with BoCRM, focusing on 'balancing member experience improvement with business profitability.'
In response to the growing demand from accommodation providers to enhance member-focused initiatives, Smartwill added the member reservation function to BoCRM. The integration with 'TL-Lincoln' establishes a seamless customer experience from booking to post-stay communication.
## Development Details
The project involved integrating 'TL-Lincoln' with 'BoCRM' to create a dedicated booking environment for members. Key achievements include:
- Establishing an environment to utilize member information and reservation-related data held by the accommodation provider.
- Implementing a member-exclusive reservation function to improve convenience during booking.
- Designing member contact points geared towards increasing the direct booking ratio.
- Building an operational foundation that facilitates continuous CRM strategies using reservation data.
This allows for a smoother booking experience for members, while enabling operators to increase direct bookings and advance their CRM strategies through data utilization.
## Future Plans
Smartwill plans to continue optimizing customer contact points through BoCRM to support the strengthening of member bases and profitability in the hospitality industry. Beyond just improving booking channels, the company will focus on advancing CRM strategies using customer data to contribute to the business growth of its clients and enhance the overall customer experience.
## About BoCRM
BoCRM is a system equipped with the essential CRM functions of 'collection, management, analysis, and utilization' of customer information. Developed based on Smartwill's expertise from consulting over 100 companies on CRM strategy, it features an intuitive and user-friendly design for on-site staff. It is primarily offered to facility-based service businesses such as hotels, golf courses, and beauty salons.