Beyond the Call – 5 Ways Contact Centers Shape Commercial Success

Insights from HSMAI’s 2025 Contact Center Benchmarking, developed by the HSMAI Contact Center SIG Steering Committee

HSMAI’s Contact Center Special Interest Group Steering Committee recently analyzed findings from its annual benchmarking survey, drawing on data from 23 participating hotel companies to identify emerging trends, compare performance metrics, and advance best practices across the contact center landscape. 

This article highlights the five essential insights every commercial leader should know about contact centers, backed by industry insights and benchmarking data from HSMAI’s Contact Center SIG. Integrating contact centers into your commercial strategy unlocks powerful advantages—from boosting direct bookings and upsells to enhancing guest perception and delivering a unified omnichannel experience. 

 1.  Revenue Engines…the hidden powerhouse

• Contact Centers are profit centers, not cost centers.
• Agents actively sell, upsell, and cross-sell premium rooms, ancillary services, and experiences.
• Direct bookings through contact centers often have higher conversion rates and lower acquisition costs than digital channels. 

#1 Priority is Revenue Generation  

• 65% of companies ranked revenue generation as their top business objective; 91% ranked it first or second.
• Key revenue drivers are direct bookings, upsells, and ancillary sales.  

Revenue-Focused KPIs 

• Bookings – Measures the number of reservations or sales completed.
• Conversion / Sales Conversion – Tracks the percentage of inquiries converted into bookings or sales.
• Revenue / Revenue Booked / Revenue Generation – Direct measure of total revenue generated by the contact center.
• Revenue per Call / Handled Call / Lead / Talk Time Second / Hour – Evaluates revenue efficiency per interaction or time unit.
• ROAS – Assesses revenue generated relative to marketing spend.
• Web Direct Revenue – Revenue attributed to direct bookings through web channels influenced by contact center efforts.
• YOY Increases – Tracks growth in revenue compared to the previous year.
• Period-over-Period Conversion – Measures improvement in conversion rates over time. 

 2.  Brand Influencers…turning conversations into conversions 

• Contact centers are often the first point of guest interaction, shaping brand image.
• Personalized service builds loyalty and repeat business.
• Well-informed agents can enhance marketing campaigns and strengthen brand visibility. 

65.4% of contact centers engage in more than 200,000 guest conversations each year. Each interaction is a chance to drive revenue and create memorable experiences that strengthen brand trust and loyalty. 

 3.  Untapped Market Intelligence…converting feedback into strategy

• Agents hear guest feedback, trends, and concerns first, playing a critical role in handling complex, urgent, or sensitive issues where customers value real-time, human interaction.
• They provide insights on pricing, guest needs, and sales best practices.
• Regular check-ins with contact center teams help optimize promotions and processes. 

A strong majority (84.6%) of participating companies conduct root cause analysis for repeat contacts or escalations in some form. Most (53.8%) do so as needed, reflecting a reactive approach, while 30.8% follow a structured cadence (weekly, monthly, or quarterly).  

However, 15.4% do not perform any root cause analysis, highlighting a potential gap in proactive problem-solving and operational insight. A more structured, proactive approach to root cause analysis could transform contact centers into a rich source of insights, driving both operational improvements and revenue strategies. 

Customer Contact Channels supported by participating companies  

The dominance of voice and email channels, paired with largely reactive analysis practices, highlights an untapped potential: contact centers are uniquely positioned to serve as strategic intelligence hubs. By implementing structured processes to capture and act on guest feedback, companies can transform these centers from service-focused operations into engines for market insights, pricing strategies, and sales optimization. 

 4.  Advance Communication…transforming campaigns into performance 

• Stay Ahead of Disruptions – Early communication keeps schedules on track and operations running smoothly.
• Align for Impact – Cross-team coordination ensures agents are ready and messaging is consistent.
• Plan to Win – Proactive communication drives confident upselling, better service, and higher conversions.

Tight Scheduling = Limited Flexibility 

 Contact centers operate on highly structured schedules, often in 15-minute intervals, to manage staffing, call volumes, and service levels. This means any sudden changes—such as new promotions, pricing updates, or campaign launches—can disrupt workflows and negatively impact customer experience. 

Why Advance Notification Matters 

Proactive communication on marketing campaigns and promotions empowers agents to: 

• Deliver faster service by having the right information upfront, reducing wait times.
• Maximize upsell opportunities with confidence and preparedness, improving conversions.
• Maintain consistent messaging that strengthens trust, reinforces brand credibility, and a better customer experience.  

Cross-Department Coordination 

 Timely communication between marketing, sales, revenue, and contact center teams ensures: 

• Agents are trained and ready before campaigns go live.
• Schedules can be adjusted to handle anticipated spikes in volume.
• Customer experience remains seamless, with accurate and consistent information. 

From Benchmarking Report – Scheduling and advance communication matter:  

With 61.5% of companies adopting flexible or hybrid scheduling models, contact centers have the adaptability to adjust agent hours and coverage to help support operational efficiency and employee needs. However, this flexibility only delivers full value when paired with timely communication across all teams. 

 5.  Evolving Operation Models…balancing in-house and hybrid approaches 

• Hybrid Models Are Rising – Nearly half of contact centers now use hybrid operations, blending in-house and outsourced resources for flexibility and scalability.
• Customization Is Key – The shift toward tailored models reflects a move away from one-size-fits-all, enabling organizations to align operations with strategic priorities.
• Balancing Priorities Drives Success – Operational diversity allows businesses to optimize business goals, turning contact centers into strategic assets.

The near-even split between in-house only (48%) and hybrid models (48%), with just 4% fully outsourced, reflects an emerging shift in contact center operations. Hybrid models are increasingly common, combining elements of internal and external resources to address different needs. 

Strategic Opportunity: The coexistence of in-house and hybrid models signals a shift toward operational customization. This trend enables organizations to design approaches that align with their priorities – balancing cost efficiency, service quality, and agility to support overall business goals. 

HSMAI’s 2025 Contact Center Benchmarking reveals that contact centers are far more than service hubs – they are strategic drivers of commercial success. From generating revenue and shaping brand perception to unlocking market intelligence and enabling seamless campaign execution, contact centers sit at the intersection of guest experience and business performance. 

Contact centers hold untapped potential to influence revenue, reputation, and strategy. The opportunity lies in moving from reactive operations to proactive, connected, and insight-driven models that align with evolving business goals. 

TWO CALL TO ACTIONS:  

1. Register for the HSMAI Contact Center SIG All Members virtual meeting  

Tuesday, December 9 @ 12-1pm ET

Registration is FREE for HSMAI Members – $49 for Non-members 

• Hear CEO insights from Brian Hicks, HSMAI CEO & President
• Explore key learnings from 2025 and strategic priorities for 2026
• Gain perspectives from contact center leaders managing both in-house & outsourced operations 

2. Join HSMAI’s Contact Center Special Interest Group to connect with hospitality and travel leaders, exchange best practices, and gain access to exclusive events, insights, and networking opportunities focused on reservations, service, loyalty, and guest experience – all at no additional cost for active HSMAI members. 

Free for HSMAI members: Log in to MY HSMAI, select “update your interests”, and select “Special Interest – Contact Center.” 

This article originally appeared on HSMAI.