George Bernard Shaw once said, “The single biggest problem in communication is the illusion it has taken place.”
The rise of digital/mobile means of research and booking has spiked an exponential growth in written and visual communications—and with it an increased likelihood that the communication isn’t really taking place, that it’s missing the mark.
Many hotels have perceived travellers’ embrace of online research/booking as a shift away from voice (phone). However, a dive into the revenue potential of OTA, phone, and website bookings demonstrates lucrative reasons to encourage the voice (phone) channel rather than focus entirely on the web.
A review of NAVIS hotel and resort clients shows that on average phone reservations result in 27% higher ADR than OTA reservations and a 37.8% increase in total guest spend over OTAs.
Part and parcel to this increased spend is the ability to form a relationship with the guest. Creating profitable repeat guests hinges on creating positive relationships, and this begins with the guest experience launched by reservations agents. The potential to increase the lifetime value of a guest is exponentially higher when the guest has a personal connection to the property.
Drive the voice channel
The voice channel is often perceived as the backup. Marketing tactics should include strategies to drive the direct voice channel. Mobile click-to-call and click-to-chat offers opportunities to drive calls where experienced agents can sell the experience, increasing ADR and ancillary revenue.
Market to profitable guests
Technology can track essential guest data, such as spend per channel, behaviours, and preferences, and can be utilised to outreach to the most profitable guests at the most profitable times of the year.
After hours and overflow calls account for as much as 24% of missed calls, that’s lucrative business ending up at the competitor’s property. Ensure the phones are being answered at all times, whether in-house or with an overflow service.
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