In a time when most hotel markets face uncertainty, if no softening, in the demand for transients, Revenue Generation Managers can help hotel operations leaders to focus on generating additional revenue from these segments. Here are a few opportunities and the corresponding actions.
Focus On Voice. Leaders are still believing the myths that voice distribution is dying, that older guests with less tech savvy will only call, and that Millennials or Gen-Z travelers, who grew up using smartphones, hate to speak to a customer support representative. But smart Revenue Generation Managers understand that the decision whether to book online versus call is based upon the circumstances.
The more complex the travel plans are, the greater the likelihood that they will call.
When you speak to the front desk staff at any type of lodging property, whether it is a branded or moderately priced one, they will say that they often receive calls from direct inquirers, starting with a variation of “Hello, Are you really at the Hotel? Oh good. I’m thinking of staying there and I have a question…” Similarly, there is an interplay of voice and online channels. Some guests book online first, and then call.
Steps to take:
- Display your phone number on the desktop and mobile versions of your website.
- Add a line to your website that says “Call for in-house reservations” if you are handling reservations on site.
- Offer a small reward, like “bucks for reservations” – ideally cash – to encourage front-desk and reservation staff to view themselves as order makers vs. order takers. You will spend far less on commissions from OTAs and call center fees.
- You can use a provider of phone numbers that offer call tracking in order to track the number of calls generated from various digital sources, such as social media campaigns and email blasts.
- Use a system that “tags” calls according to the type of call, such as “sales” or “service” by assigning a code. Call tagging is available from some phone providers. You can do this by pressing a specific number. Alternatively, certain PMS systems let staff track searches by date/rate.
- Call tags should be used to identify any calls from people who are calling to inquire about rates, amenities or services. This is because nobody will call “just to see if a price is right” or just to ask how much parking costs unless they’re planning to stay.
- Retarget voice leads. Of course, you want to train your team to offer to secure the sale, and if resisted, to create urgency (“Availability is limited… the rate could change…”) and to remove barriers (“You can always cancel until…”). Some callers may not be ready to make a booking for any reason. They may need to share details or book flights with their traveling companions. The staff should say “Okay then, let me grab your e-mail address so that I can send you an email with my contact information.” What is your email address?
- It takes your staff only a minute to download a template and add a few personalized sentences. Then, they can send a message that capitalizes on the relationship.
- You can also ask your staff to track leads on Excel, then send an email or call them a few days after to check what else they can do to get the chance to host a visit.
OTA Questions are Leads.
In most cases, hotels lose a lot of OTA reservations. According to experts I have spoken to, this number can range anywhere between 20% and 40%. Train your staff to customize their responses to the questions they receive from OTAs, after booking but before arrival. This will encourage guests to stay and not cancel.
- Check out the current reply messages being sent by your group. If a sender asks, “Can we park an RV or motorcycle trailer?” Chances are, your team’s standard response is “yes.” This is a great opportunity for them to connect with you personally, like: “Hello Douglas!” Chris is the person at the front desk. I’m Chris at the front desk. We can accommodate your motorcycle trailer during your stay. Yes, we can accommodate your motorcycle trailer. You can contact us on site if you have any questions or concerns. “We are looking forward to having you as our guests.”
- This might look like a lot to type, but only the Bold/Italics part is customized, while the rest is copied from a pre-made template.
Channel Conversion.
Revenue Generation Managers are aware that direct bookings are the most lucrative because they save on commissions, and the property “owns” guest contact records for future promotions.
- Use copy on your website, in social media and email marketing to state, “Call us directly for our lowest rates and exclusive phone-only offers.”
- Most OTA’s do not allow hotels to undersell them via digital channels. A solution that works is offering slightly lower “phone-only” rates, an upgraded rate, a guaranteed location or room type, or a bonus amenity.
- By saying, “Train front desk staff to collect email addresses during registration for future email campaigns” What is the best way to get in touch with you? If they ask for an email, it may be to send a receipt or notify them of a lost item.
- Encourage front desk staff at hotels that cater to frequent business travelers to offer to rebook their guests upon departure. “Douglas. I’ve got all your information here. Can I rebook and block your room on your next visit?”
Do this simple exercise to convince your operational associates how important such action steps are. Divide your transient revenue from last year by the number of transients. Calculate the ROI potential if your team can secure just one additional booking for each day of the year. The actual ROI is higher, but this figure should be enough to get everyone’s interest.
