humanize the following text. The online booking system for hotels has emerged as a crucial aspect of the hospitality industry, propelled by the transformative impact of the internet (Law, Buhalis, & Cobanoglu, 2014). This system facilitates the reservation process, allowing customers to book accommodations remotely, thus reshaping the operational landscape for hotels worldwide. The proliferation of online booking systems has been accompanied by a surge in research interest, driven by the recognition of its multifaceted implications. One significant advantage of online booking systems, as highlighted by Guo, Li, & Law (2016), is the reduction in operational costs and enhanced efficiency for hotels. By automating the reservation process, hotels can streamline their operations and allocate resources more effectively. Moreover, the direct interaction between hotels and customers facilitated by these systems enables personalized services and fosters customer loyalty. From the customer's perspective, the convenience and flexibility offered by online booking systems are undeniable (Xiang, Du, Ma, & Fan, 2017). With just a few clicks, customers can access a wide array of accommodation options, compare prices, and make informed decisions. This accessibility enhances the overall booking experience, empowering customers with greater control over their travel arrangements. However, alongside these benefits, online booking systems also pose several challenges. One of the most pressing concerns is the issue of security and privacy (Li, Wang, & Wen, 2017). Customers are often required to divulge sensitive personal and financial information during the booking process, raising apprehensions about data protection and cybersecurity threats. Addressing these concerns is paramount to fostering trust and confidence among customers. Furthermore, the shift towards online transactions has diminished the traditional face-to-face interaction between customers and hotel staff, potentially leading to communication breakdowns or misunderstandings (Law, Buhalis, & Cobanoglu, 2014). Maintaining effective communication channels and implementing robust customer support mechanisms are essential for mitigating these challenges and ensuring a seamless booking experience. In conclusion, while online booking systems have revolutionized the hotel industry, they are not without their complexities. Future research should delve into strategies for enhancing security measures, improving user experience, and maximizing the potential of these systems to drive innovation in the hospitality sector