Over the years, we at TravelNet Solutions have analyzed hundreds of thousands of minutes of call meta data from ResortsandLodges.com through their featured hotels, resorts, bed and breakfasts, across North America and have gathered this list of Top 3 activities to increase reservation staff closing percentages. This list can help any property improve their closing percentage and increase the average booking. Every phone call counts and may equal potential revenue for a hotel, resort, lodge, inn, or rental management company.
1. No knowledge of promotions or events: Reservation staff without knowledge of property specials, promotions or events.
Our suggestion: With so many travel sites out there it is definitely not easy to manage that content. Communicate your marketing initiatives clearly to the front desk staff. The communication between the marketing team and the front reservation staff should be seamless. Every promotion and event must be communicated to the front desk.
2. Not engaging and asking first and or last name: In a random sampling, 60.5% of 36,000 calls, the reservation staff doesn’t ask for the name of the potential guest.
Our suggestion: Try the call script below. We see that when lodging properties ask for first and last name in the first 5-10 seconds, they can increase their closing percentage 100-300%.
3. Offering potential guests quotes: In a random sampling, 50.5% of 36,000 calls, the reservation staff doesn’t offer a quote to the potential customer when the call has been over 3 minutes.
Our suggestion: Try the call script below. We see that when lodging properties offer a quote or offer other travel dates the closing percentage can increase from 100-500%.
We have put together an opening 90 second script that we see drives the highest closing percentage. The first 15 seconds truly creates the optimal path to booking.
General Availability Incoming Call Script
Staff:
Thank you for calling Tanglewood Resort Lake Texoma’s premier family resort. My name is _________________ how may I help you?
Caller:I’d like to check your availability.
Staff: Have you stayed with us in the past?
Staff: Great! May I have your first and last name please?
Caller: John Smith
Staff: Thank you Mr. Smith (use the last name – Mr or Miss) what dates are you looking to visit?
Caller: Thursday through Sunday
Staff: And how many people are in your party?
Caller: 4
Staff: How many beds are you going to need?
Caller: 2
Staff: Excellent, and have you stayed with us before?
Caller: No
Staff: Welcome to Tanglewood.
Qualifying Questions:
- What brings you to Tanglewood, Golf? Romance? Getaway?
- Are there any special room types you’re looking for?
Caller: A weekend getaway with my wife.
Staff: Fantastic, maybe a little Couples Spa is in line? (Laugh, enjoy yourself and be friendly)
- Notify the caller of the type of rooms available and make a recommendation based on the best available room.
If no Availability: Recommend another travel date or room type.
“I’m sorry, but it appears we are sold out of that room type for this weekend – I have another great room similar to it I can recommend – or – if your travel dates are flexible, I believe we have some availability for the following week. That will be a great time to come to Tanglewood with Fall foliage in full effect. Let me take down your email quickly and I’ll send you a short video to really get a feel for the resort.” (or perhaps send a coupon or follow up information if available)
If availability: It looks like we do have your room available (say name) typically we sell these types of rooms quickly (or if you do only have a few left, let them know) would you like me to go ahead and make the reservation for you?
(Scenario 1)
Caller: I need to discuss with my wife.
Staff: Ok great no problem, if you’d like to make sure your room’s still available when you call back, I can go ahead and put a courtesy hold on it for you. (Put it on hold and then ask for the callers email address and correct phone number)
(Scenario 2)
Caller: Sounds good let’s book it!
Staff: Make the reservation.
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About Ryan Bailey
As Co-Founder and President of TravelNet Solutions, Inc, Ryan Bailey has been instrumental in TravelNet’s expansion from a first generation vertical travel site company into a diversified platform company. TravelNet Solution’s vertical sites connect thousands of travel companies to it’s loyal travel-minded communities that spans 65 countries around the world, with the United States, Canada, Europe and Asia leading the list. Ryan is responsible for TravelNet Solution’s top line revenue across all product lines on a worldwide basis. He also leads sales and marketing for TravelNet’s four product divisions, including the ResortsandLodges.com site – the world’s largest online resort and lodge destination marketplace that connects travel planners with hotels, resorts, lodges, vacation rentals, bed and breakfasts. The ResortsandLodges.com site is projected to generate over $100 million in business for travel companies in 2012. Under Ryan’s leadership, TravelNet Solutions has achieved profitable growth since 2004. With more than 10 years of experience in the digital travel industry, Ryan has spoken at several hospitality events and advised thousands of hoteliers on strategic digital planning, transient direct marketing, group direct marketing, and analytics. Ryan attended the University of Minnesota-Duluth before the company moved it’s offices to Minneapolis / Saint Paul area.
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