5 Ways to Drive, Capture, and Convert Reservation Demand for Greater Revenue Generation
(PRWEB) December 17, 2014 -- The direct channel is the top source of revenue for many full service hotels and resorts. According to an AHLA – STR study, more than 8 in 10 room nights were booked through the direct channel (voice channel). Further, according to a 2013 Marchex Institute study, despite the increase in travel searches conducted on mobile devices, consumers prefer to book stays with a reservation agent. Are you tracking your call center performance? If you are looking for ways to increase revenue, optimizing direct channel operations is a great way to start.
JC Resorts and Woodstock Inn, shared their strategies on how to optimize the direct channel for maximum return.
1. Professional Training Supercharges Direct Channel Conversion
Are your agents reservation takers or reservation makers? Agents who are professionally trained and coached in sales techniques significantly boost conversions at JC Resorts, says Lindsay Myers, Assistant General Manager at the Surf and Sand Resort in Laguna Beach, California; one of the company's four luxury properties. Myers manages JC Resorts’ call center. JC Resorts’ properties include Surf & Sand Resort, a Conde’ Nast Reader’s Choice Award winner; Rancho Bernardo Inn, a 2013 and 2014 Travel & Leisure World's Best; Temecula Creek Inn, a luxurious wine country escape; and Scripps Inn, a charming bed and breakfast in the heart of La Jolla, California.
JC Resorts installed the NAVIS Narrowcast reservation sales and marketing system in 2013. The information the NAVIS system captures about incoming calls lets agents personalize the conversation and quickly develop an informed, helpful relationship. A NAVIS Client Advocate (CA) provides on-site sales coaching for JC Resorts’ agents and regularly monitors performance to keep the call center on track with its sales goals and KPIs (Key Performance Indicators).
"NAVIS Narrowcast and sales training improved our agents' conversion rate by 9%,” says Myers. “The system records each agent’s calls. We listen selectively to calls and coach agents on how to improve their service and closing skills. This helps our team improve their performance and increase revenue for our properties.”
2. Collect Data on Incoming Calls for Outbound Sales
Even the best call centers miss calls periods. "If we miss a call, the last thing we want is for a caller to reach out to another property before we can follow up. Our reservation system captures inbound call information so we can return calls quickly," says Diane Walker, revenue manager for Woodstock Inn & Resort in Vermont. The 142-room luxury resort boasts an 18-hole Robert Trent Jones golf course, LEED certified spa, ski mountain, racquet and fitness center, and indoor/outdoor tennis.
Woodstock Inn installed the NAVIS system five years ago. "NAVIS Narrowcast gives us the names and numbers for missed calls so our agents can follow up quickly with an outbound call to convert the business," Walker said. She notes that Woodstock Inn rolls over calls to NAVIS RezForce, a professional reservation call center, to capture after-hours business with a "very high" conversion rate.
Follow-up on not-booked-leads yields positive results. JC Resorts’ Meyers said, "NAVIS Narrowcast allows our leisure sales agents to request and capture information from a guest that we do not convert on the first call. One of our properties generated $250,000 in increased outbound call revenue in one year. Guests value our personal, proactive follow-up to answer questions and provide information."
3. Increase Conversion with Accurate Performance Measurement
Accurate measurement of call volume, conversion and revenue generated by each call is the foundation for creating and attaining performance goals. "We increased ADR 7% across our properties. We evaluate call data to see which agents apply effective processes to meet conversion goals," explains Myers. "JC Resorts’ reservation system routes calls to specific agents based on skill level and the last person a guest spoke with."
4. Collect Call Metrics for Campaign Tracking and Optimize Staffing
Woodstock Inn uses the NAVIS system to assign a unique call-in number for each marketing campaign. That number appears on the NAVIS Narrowcast screen so agents are prepared to answer specific questions based on the campaign a caller is responding to. "The unique phone number lets us track booking revenue generated by each marketing campaign so we invest our marketing budget more effectively," says Myers. "Most PMS systems don't provide detailed call tracking and performance reporting," says Walker. "NAVIS Narrowcast interfaces with our property management system so we can see all stay revenue generated by call center conversions both on property and through RezForce. It is a huge benefit to understand which campaigns and promotions are most successful. We also use this data to staff our reservations office."
5. Reservation Agent Incentives and Training are the Secret Sauce
"Sales commissions are a huge motivator for our agents,” Walker said. “NAVIS helped us refine our 2014 commission plan to accomplish our performance goals." NAVIS professionals trained Woodstock Inn’s reservation agents to listen closely to guests and more effectively provide the information they requested. “The professional coaching definitely increased our conversion," said Walker.
About NAVIS
NAVIS sales and marketing solutions empower resorts, hotels, and vacation rental management companies to leverage the full profit potential of their direct channel. NAVIS hospitality clients drive more demand, capture more demand, and convert more demand with dramatic increases in revenue and RevPAR. With a laser focus on actionable, real-time CRM data from the direct channel, NAVIS uncovers new and often ignored revenue opportunities, including increased reservations productivity, greater marketing efficiencies, call center optimization, and greater visibility into their businesses. NAVIS clients outperform competitors, enjoy greater market share, higher NOI, and more revenue. Click HERE to find out what NAVIS can do for you.
Kelsie Redington, Online Marketing Specialist, NAVIS, http://go.meetnavis.com/?nck=vp1214, +1 866-976-3531, [email protected]
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