Maximizing hotel revenue through the voice channel: A missed opportunity

Every hotelier has received those familiar phone calls that start with, “I’ve got a quick question about….” Maybe it’s about room rates, parking, or whether the family dog can tag along. These calls, often viewed as routine, are golden opportunities to boost revenue and build stronger guest relationships. It’s time to rethink the voice channel and see it for what it truly is: A powerful tool that can elevate your hotel’s success.

But where do you start? And what are the necessary steps you need to take? In this article, we will cover what you need to know to maximize revenue through the voice channel.

The voice channel’s role in your hotel

Contrary to what some believe, the voice channel is not dead. In fact, it remains an essential part of the hospitality industry. While digital bookings are in vogue, many guests still prefer the convenience of a quick call to ask their burning questions. Instead of spending hours clicking through multiple web pages, guests can simply pick up the phone and get the information they need in one conversation.

Beyond convenience for your guests, the voice channel is a valuable revenue stream for your hotel. Revinate’s 2024 Hospitality Benchmark Report reveals that the voice channel generates the highest average booking value of any channel, sitting at a whopping $1,570 per booking. Nearly 50% of callers have a high intent to book, meaning failing to convert these leads is leaving significant money on the table. If your team isn’t closing these high-intent callers, you’re missing out on a major revenue opportunity. 

Voice channel performance metrics

To make the most of your voice channel, it’s essential to track key performance metrics. Here are some crucial metrics every hotelier should focus on:

Call scoring

Implement weekly call scoring to ensure agents are hitting key points, such as asking for the reservation. Focus on calls that didn’t convert to identify areas for improvement.

Call volume

Track call volume to ensure adequate staffing during peak times. Labor costs now account for nearly 33% of total revenues, making efficient staffing crucial for maintaining profitability.

Average handle time (AHT)

This metric tracks how efficient your agents are. Training and the right technology can help keep AHT under control without sacrificing quality.

Average wait time

Long wait times lead to abandoned calls. Using 24/7 services can help handle call overflow during busy periods.

Email capture rate

Ensure agents are capturing email addresses to enable follow-up marketing, particularly for non-booked calls. This simple act sets the stage for second-chance campaigns.

Call quality

Regularly monitor and record calls to evaluate call quality. Recordings are invaluable training tools for improving rapport and ensuring agents ask for bookings at the right moments.

Inbound and outbound conversion rates

Conversion rates are the lifeblood of your reservation sales team. On average, inbound calls convert at around 50%, while outbound conversion rates hover around 3.5%. Focusing on improving these metrics can drive serious revenue growth.

Integrating the voice channel with other marketing channels

Managing multiple marketing channels can feel overwhelming. However, it’s not about choosing one over the other but finding ways for your voice channel to complement other strategies.

For example, Hyatt Regency Lost Pines Resort and Spa leveraged Revinate’s Reservation Sales and Lead Nurture solutions, resulting in a 60% lead call conversion rate within a year and a 72% increase in room revenue per booked call. Additionally, many non-booked lead calls can turn into future reservations with effective follow-ups. On average, hotels receive 2.6 non-booked lead calls per room per month. With an average email capture rate of 69.3%, hoteliers can capitalize on these missed opportunities through email offers and automated follow-ups.

Email marketing, known for its scalability and automation potential, works hand-in-hand with the voice channel. While the voice channel excels in high-value, high-intent bookings, email marketing helps nurture broader audiences, building long-term relationships. Mastering both channels is the key to maximizing your hotel’s revenue potential.

3 voice channel strategies for success

To truly capitalize on your voice channel, start with empowering your reservation agents. Shift their role from order takers to proactive revenue generators by focusing on the following strategies:

1. Training for success

Train your agents to be active listeners who establish genuine connections with guests. A well-trained agent can anticipate guests’ needs and tailor their approach to sell the experience, not just the room.

2. Call scripts

Develop flexible, conversational call scripts that guide agents through key talking points without sounding robotic. This ensures they cover important details while allowing for personalization and natural conversation.

3. Maintaining a rich guest profile

Invest in a tool that captures callers’ information, such as name, email, phone number, preferences, and history with your property. These rich guest profiles can make securing a reservation that much easier when you can speak to a potential guest in a familiar way and tailor your offerings to their specific tastes.

By giving your reservation sales team the tools, knowledge, and support they need, you can increase conversion rates and build long-lasting guest relationships.

Unlocking revenue potential: Making the most of every guest call

In today’s competitive hospitality market, optimizing your voice channel is no longer optional — it’s a necessity. Every call represents a potential booking, and with the right tools and training, you can turn those inquiries into valuable reservations.

So, take a moment to evaluate your current voice channel strategy: Are you maximizing your opportunities, and are your agents equipped for success? If not, now is the time to invest in your voice channel. Your revenue — and your guests — will thank you.

Curious about the potential of the voice channel for your hotel? We reviewed 4.6 million calls from our North American customers to showcase its value. Dive into the insights and learn how the voice channel can drive bookings for your property in the 2024 Hospitality Benchmark Report – The Voice Channel.