Independent hotels often face unique challenges. Chief among them is distribution. Without the brand recognition and resources of larger chains, independent hotels must find creative and effective ways to not only attract and retain guests, but to convert these guests from “lookers to bookers”.
NB: This is an article from TCRM
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One of the most overlooked yet crucial aspects of this distribution strategy is the performance of the in-house reservation sales team. In today’s technologically advanced state of distribution, we sometimes forget that millions of people still prefer to call hotels to make reservations. The so-called “voice channel” is still an important part of the overall distribution strategy. Investing in the training of your reservation sales team, and potentially partnering with a professional call center, can significantly boost conversion rates, enhance guest satisfaction, and ultimately drive revenue growth.
The Critical Role of the Hotel Reservation Sales Team
The reservation sales team is often the first point of contact between a potential guest and your hotel. This initial interaction sets the tone for the guest’s entire experience, especially if they are a potential new guest. A well-trained sales team can not only secure bookings but also upsell rooms, promote special packages, and create a positive first impression that enhances the guest’s perception of your property.
For independent hotels especially, the impact of a high-performing reservations sales team cannot be overstated. Yet, too often, these teams are undertrained and underutilized, leading to missed opportunities and lost revenue. In fact, many hotels have done away with in-house reservations departments to cut costs or streamline operations, choosing instead to rely on their front desk teams to handle these duties. This can be a disservice to both the hotel and its guests.
The Downsides of Relying on Hotel Front Desk for Reservations
Overburdening Front Desk Staff
Front desk teams are already tasked with a wide array of responsibilities, from checking guests in and out to handling inquiries, resolving issues, and managing the day-to-day operations of the hotel. Adding the responsibility of managing reservations to their workload can lead to overwhelmed staff. When the front desk team is stretched too thin, the quality of service in all areas, including reservations, can suffer.
Also, front desk teams will almost always prioritize or place more importance on the person standing in front of them compared to a caller on the phone. Phone lines may go unanswered or be placed on hold for long periods of time when the front desk is busy. All of this can result in missed opportunities, lower conversion rates, and ultimately, lost revenue.
