Think Live Update Summer 2026: Everything New in ThinkReservations

Before my time at ThinkReservations, I owned The Chadwick Bed & Breakfast — so I know what it's like when your whole operation lives in your head, and I know the feeling when a piece of software finally takes something off your plate. That's the standard I hold every product announcement to.

This week, Richard Aday, our CEO, and I got to make a lot of those announcements on the very first episode of Think Live Update— our new quarterly series where we connect with you, live on camera, to share product news, industry trends, and your questions answered in real time. The full recording is now available on demand.

And one thing I'm especially proud of before we dig in: ThinkReservations was named 2026 Hotel PMS of the Year by Travel Tech. That award belongs to all of you — your feedback is what pushes us to keep building. So let me walk you through what we announced, and why I think each piece matters for your property.

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One guest, one journey, one platform

We opened the show with a story instead of a feature list, because features only matter in context. Refuge Inn is a 70-unit property in Virginia competing against thousands of nearby rooms, many of them big-brand chains. Since moving their website and booking engine to ThinkReservations and ThinkWeb, their revenue is up 23% over the same period, largely driven by direct online bookings. Working with our ThinkMarketing Team, they took OTA share from over 20% down to 8% without losing revenue or occupancy. And their first seven email campaigns brought in $33,000 in trackable, direct reservations.

None of that came from one silver-bullet feature. It came from a connected ecosystem — website, booking engine, payments, messaging, marketing, and accounting all speaking to each other. Everything we announced builds on that idea.

Quotes: Capture the Guest Who Isn't Ready Yet

Every innkeeper knows this call. A guest loves the property, but they're not quite ready to commit. Until now, that usually meant losing them.

The new Quotes module changes that. You can now create a quote just like a reservation, set an expiration date, decide whether to hold the room, and send the guest a payment link by email and text message*. They accept by entering their own card — no reading numbers over the phone — and the quote converts to a confirmed reservation automatically.

It's live today for every property at no additional cost. Enable it under Settings → Feature Flags.

*To text a quote, you must also be using ThinkMessenger in combination with ThinkReservations PMS.

An Open API: Your Data, Working for You

Here's one for the operators who've ever thought, "I wish I could just pull my own numbers the way I want them." Now you can. Our new public API lets you put your ThinkReservations data to work — build custom reports, your own dashboards, even update rates programmatically. You stay in control the whole time: access runs through restricted keys you manage yourself, with permissions you choose, automatic expiration, and instant revocation. And a key can never touch payment data — that's locked down at the platform level. If you work with a developer, send them to https://developers.thinkreservations.com.

Hyper-Personalization: Messages That Know Your Guest

A returning guest should never get greeted like a stranger. We've added new filters to your email and text templates — repeat-guest status, custom attributes, the room or room type they booked, and more — so a single template can say "Welcome back, Sarah" to your regulars and still greet a first-timer perfectly: one template, every guest feeling known.

ThinkPayments and the New Credit Card Portal: Simplifying Payments

Since launching in April, ThinkPayments has given guests Apple Pay, Google Pay, and Buy Now, Pay Later right in the booking engine — with transparent pricing, no hidden fees, and payouts in two business days.

The newest piece is the Credit Card Portal. When a reservation has no valid card on file — say, after switching payment processors — you can now send guests a secure link by email or text to update their card themselves. No awkward phone calls. And it works with any payment processor, not just ThinkPayments.

ThinkWeb: Website Translations & AI Discoverability

ThinkWeb had the biggest news of the day, so let me take these one at a time.

Your ThinkWeb site can now be translated into more than 10 languages, automatically, with search engines fed properly so you rank in localized results. You can adopt the automatic translations or fine-tune any string yourself.

We've also re-architected ThinkWeb for AI discoverability. When travelers ask an AI assistant for "a pet-friendly inn for a family of four," we want your property to show up. ThinkWeb now exposes the structured data AI platforms look for, renders a markdown version of every page, and publishes an llms.txt file that teaches AI agents how to navigate your site and check availability. If that’s as confusing to you as it is to me, the short version is: when a guest asks an AI assistant where to stay, your property is now built to be the answer. All of it is live for every ThinkWeb customer today.

And guests can now filter your search results by category, occupancy, and price — smart filters that only appear when they're useful.

PriceLabs: The Right Price for Tonight

As an innkeeper, "what should tonight cost?" used to keep me up at night. Seasonal rates meant money left on the table in both directions — underpriced when demand surged, overpriced when it didn't.

Our new revenue management partner, PriceLabs, prices more than 30,000 hotel rooms every day across 150 countries. It pulls your data from ThinkReservations every four hours, analyzes it against fresh market and competitor data, and updates your rates automatically up to 730 days out — always within the minimum and maximum guardrails you set. Nobody takes your rates away from you. It's automation with control, and it's transparent about how every recommendation is made.

The trial is 30 days free, no credit card, and there's no ThinkReservations fee for the integration. You can start your plan at https://hello.pricelabs.co/signup

ThinkAccounting: The Books, Handled

ThinkAccounting isn't software — it's a dedicated team of hospitality accountants, led by Tyler Otto of Specialized Accounting, keeping your books current to USALI standards with your ThinkReservations data flowing in daily. Rooms, food and beverage, retail, add-ons — each to its own account, automatically, with a monthly reporting package that shows how your property really performed. If your books are eating your evenings, this is for you.

What's Next

We'll be back with Think Live Update in November, and the second annual ThinkGrowth conference — our two-day virtual event with our biggest releases and deepest education — is coming in early February 2027.

You don't have to adopt everything at once. Just take the next step that solves your next problem. Watch the full show, including the live Q&A, on demand below:

Watch Think Live Update On Demand

And if something in the show made you think "we should be using that" — reach out. We've been where you are, and we'd love to help.

E Scot Fuller is the Director of Product Advocacy at ThinkReservations and a 20-year hospitality veteran.