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customer service

3 Big Reasons Hotels Need To Track Inbound Phone Calls

July 25, 2016


We all know how important it is to monitor data from digital marketing campaigns that boost hotel direct bookings. However, usually those analytics only track online activity and engagement. One of the best ways to bridge the gap between your online and offline marketing activities is by tracking your phone calls using simple new digital tracking technology.

Travelers often want to know more about the experience they’re about to embark on. And, they want to interact with someone on your hotel staff or reservation center to get the answers. This is especially true at resorts or destination properties, where it is extremely common for guests to call and want to speak with someone personally before pulling out a credit card to make a reservation.

Here are three key reasons to start using digital tracking technology to analyze phone calls for your call center or reservation agents:

1. Listen and Win

You may already have sufficient intelligence about your guests. However, call tracking offers even more powerful insights to understand them like never before. Most phone tracking vendors now enable management to “listen in” to recordings of any/all calls. What makes this feature so impactful is that you are hearing from the guest firsthand, using their own voice and words to express their concerns and wants. This insight will show you how customers are actually interacting with your hotel—in their own words—and what is needed to win the guest’s trust.

2. Monitor Your Reservations Team

Taking #1 a bit further… by “listening-in” to recorded phone calls, you can see how well your guest service team deals with guests and what needs improvement. How is your guest services team handling simple and complex inquiries? How are they conveying your hotel’s unique experience over the phone? Are they up-selling properly and easing the guest along towards booking a reservation? The idea is to boost conversion rates and guest satisfaction by fine-tuning your guest engagement and customer-facing experiences.

3. Measure Your Marketing

If you’re only measuring your digital results, you’re missing a significant KPI of success: phone calls!  Again, simple new technology is readily available and allows you to attach a custom phone number to each of your hotel marketing campaigns – both offline and online – and see which are driving the most phone calls. You can apply phone tracking to a variety of assets including PPC, social advertising, display advertising, press releases and marketing videos. Even your hotel website can have its own number to gauge how much phone traffic it generates. You can track which numbers/campaigns are generating more calls and the length of the calls.

 About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit:

Friday Freebie: One Simple Way To Reduce Booking Abandonment

July 8, 2016


Welcome to the Friday Freebie!

Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more direct bookings. This week’s freebie: Increase your chances of converting online visitors by allowing them to contact you when and how it’s convenient for them, not you.

Those of us in hospitality know that customer service is gold. Every hotelier’s guest experience relies on their staff pulling off remarkable service from arrival to departure. However, most hotels fail to offer customer service in two vital, revenue-producing areas: when customers are on your hotel website and within your hotel’s direct booking engine.

In an age of instantaneous communication, it’s an aging practice to simply tell your online visitors to “call us with any questions” or “have a question? Email us.” Modern consumers are multitaskers and don’t have the time or patience to call and talk with your reservation agent. Nor do they want a response to their email a day later.

The best solution is to offer online chat on your website and in your booking engine for any questions they have in real-time. And, trust us, they DO have questions and probably plenty of them. Don’t make them search for answers on your website or inconvenience them by asking them to stop what they’re doing to call you. Most likely, guests will make their own assumptions, create their own reasons not to stay with you, and just move on to your compset.

Online chat allows you to address their needs right away, clearing away any uncertainty they may have about booking. Plus, it establishes a trusting relationship, which allows them to feel more comfortable about any purchase decisions with your hotel.   

Get More: Want More Bookings? Get Chatty

 About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit:

Fort Lauderdale
New York