Roomkey.com is garnering 14 million to 16 million visits per month and has connected with more than 50,000 hotels since its inception nine months ago, says CEO John F. Davis III. In this interview, Davis hinted at plans to improve personalization for affiliated hotels. "We've got some really clever ideas coming out this fall that will make us a unique site. It has to do with frequent guest programs. ... We can add to the personalization if we can interact with those programs," Davis said.

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