The study shows that an adequate booking center service allows to increase the average reservations price up to 60%. On average, one out of every four calls received by a hotel is potentially revenue-generating.
Roiback, specialist and leader in the management of the direct channel of hotel sales, has published new information on how hotels can increase their direct channel sales. According to the Majorcan tech company a key factor to boost hotel direct sales is to have a specialized booking center service, however the company informs that one the most common errors is the lack of such service.
According to their figures, Roiback has reported that sales through the telephone channel can increase the conversion rate by 35%, as well as cross-selling and up-selling, thus enabling the price to be adapted and to increase the profit up to 60% of the average reservation price. However, the company underlines that 6 out of 10 hotels do not have an appropriate booking center.
Rebeca Gonzalez, Managing Director of Roiback, highlighted that “one out of every four telephone contacts with the hotel is a potential revenue generator, either as a new reservation or modification. For this reason, it is an important channel of the direct sales that we should streamline as much as possible, but, by contrast, many hotels -especially the small ones- neglect it”. In addition, Gonzalez added: “To offer a good telephone booking service is very expensive and it requires a great specialization. That’s why many hotel chains outsource this service to specialized booking centers.”
The study of the Palma-based company has shown that the more calls are answered, the more sales are made. At the same time, it increases the conversion ratio and reduces cancellations up to 20%. Likewise, upgrading opportunities are better leveraged, allowing the hotel to increase its revenues and the client to receive a better and more personalized service.
According to the company’s experts, the optimization of the telephone channel would not only increase revenues, but also reduce costs, since resources are streamlined with advanced technology and all customers are adequately attended while the extra cost of personnel, among other indirect costs, are avoided. In addition, they emphasize that in order to maintain a homogeneous quality service it is important to have an experienced team that prepares monitoring reports to allow improving both qualitative and quantitative figures.
“At Roiback, as experts of the direct channel, we offer to our clients the option to hire a booking center service, which allows them to increase sales, reduce costs and improve the quality of their service. This service offers a 24/7 attention in any language, uses advanced contact center technology which allows the prioritization of queued calls, call me back, web support chat, among others; and it conducts an advanced analysis and reporting system,” informed Gonzalez.
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
