Abstract: Disclosed herein is an improvement to a reservation booking website for rental vehicle reservations wherein the functionality of managing customer profiles/accounts is expanded upon to provide customers with greater control over the profile data stored in their associated personalized accounts/profiles, particularly in connection with the “favorite” or “preferred” branch locations for rental vehicle reservations that are stored in the customer profiles/accounts. Also disclosed herein is an improvement to a reservation booking website wherein customers who plan to travel via general aviation (GA) are provided with a GA reservation creation path that is responsive to their GA travel needs. Also disclosed herein is an improvement to a reservation booking website for rental vehicle reservations wherein customers are provided with a streamlined ability to log into their customer profiles/accounts.