Multiple record management functionality can be used for bulk PNR creation. The multiple record management functionality can take a structured input file containing travel requests and process the requests, such as by a set of client-specific rules, to create shell PNRs with the air segments and profile information included. The multiple record management functionality can also provide a reporting capability to detail the outcome of individual requests or a set of requests. Preference-driven bookings can be made based on a customer-defined overall value proposition. Bookings can be made for non-profiled travelers.