Abstract: A computer-implemented method for an online travel agent to book hotel rooms over a computer network may comprise generating at least one collection of hotels and presenting the generated at least one collection of hotels to potential guests over the computer network; accepting, over the computer network, bookings from at least some of the potential guests to a selected one of the presented at least one hotel collection; grouping potential guests having booked a selected collection of hotels and sharing at least one common guest characteristic into a mob; conducting a reverse auction with participating ones of the plurality of hotels of the selected collection of hotels for bookings of the mob, and awarding the bookings of the mob to the participating hotel of the selected collection of hotels having won the reverse auction.