I found an obvious security flaw in the site of a regional business that serves 10's of thousands of customers a month - think a hotel room or airline ticket. Just change the sequential transaction id in the URL and you can see all the details of any transaction (with the exception of credit card number) for the past year. Even worse you can change any reservation before it is used.
What should I do? Is there a standard protocol about notifying the company before going public? Is there a group who I can report the flaw to who will notify the company? I am not any kind of security researcher and don't want to get accused of hacking
Generally speaking, as long as you didn't do any more than was necessary to confirm that the issue existed, you're not likely to be accused of wrongdoing; working with/via someone who is recognized in the field would diminish this possibility even further, since "hey, you guys are evil" tends to be defeated very quickly by "this guy has handled lots of issues like this and nobody has ever accused him of wanting anything more than to get the issues fixed".
Just be very careful to make sure that you don't ask for money in any way (including asking them to hire you as a consultant). The best of motives can be very quickly misconstrued when the word "blackmail" comes up.