Reservations Reconfirmation Calls Present Opportunities To Build The Brand, Upsell, and Cross-Sell

As online bookings increase, the number of reservations inquiry calls decreases over time. Yet when you spend time at a busy front desk or in the reservations office, the calls continue to ring. Why? Many of those who book online still call the hotel directly to reconfirm their booking, especially if they originally booked at a third-party OTA website. Inbound reconfirmation calls occur more frequently at upscale hotels and destination resorts, where travelers are typically celebrating special occasions, traveling with large parties, and/or flying to their destinations. However, they also happen surprisingly often at all hotel types, including focused service.

For starters, simply using traditional telephone hospitality habits will create positive first impressions that set the tone for an excellent stay.

What’s more, this is an excellent opportunity to build stronger connections with your local “brand,” as well as to upsell accommodation types and to cross-sell revenue-generating amenities, experiences, and services.

Further, those working at upscale, luxury, and resort hotels should train their team to place outbound reconfirmation calls to all guests who book online for these reasons:

• First off, it’s an opportunity to demonstrate proactive, authentic hospitality by asking guests if they have any questions about the amenities, activities, or services; to ask for their arrival time; and to offer to notate any special needs or requests.

• Secondly, according to most revenue and distribution leaders I speak with, those who book online typically book lower-rated accommodation types, especially when they book with OTAs. By the time reconfirmation conversations happen, the original purchase amount has already been “spent” in the guest’s psyche, so now they are only looking at the additional incremental difference.

Leaders at luxury and upscale hotels and resorts offering revenue-generating outlets such as spa, golf, skiing, tours, specialty dining, and any hotel that offers multiple room types and suites should implement a proactive, outbound reconfirmation call program.

The following are training tips from KTN’s training workshops and webcam training classes.

Preparing Your Team To Properly Respond To Inbound Reconfirmation Calls

To begin with, remind the staff that phone calls are opportunities, not interruptions. Discuss the fact that with more and more automation throughout the guests’ “cycle of service experiences,” there are now far fewer opportunities to make a human connection and therefore, each is that much more important. Here are some training tips for inbound reconfirmation calls:

• Determine Familiarity: “While I am waiting for your reservation to load in my system, may I ask if you have stayed with us before?”
• Determine, and React To, The Reason For Travel: “May I ask what brings you to the (hotel name)?” React to any mention of special plans and let them know you will notate it on their reservation. (Remember to also train your front desk staff to read pre-arrival comments so they can use these details for personalized welcome experiences.)
• Answer questions knowledgeably. Enabling your staff to do so may require “experience the product” type training.
• Determine if the caller is open to suggestions and recommendations: “While I have you, Mr. Kennedy, may I just make a few recommendations for your stay with us?”
• Use needs-based suggestions, recommendations, and endorsements.
  – Since you’re here for your anniversary, I definitely suggest scheduling time to visit (or experience) our…
  – As you’re bringing your family, I recommend checking out our options for…
  – Our restaurant is amazing! It’s a great choice for a special occasion.

• Offer to check alternative accommodation types, especially for direct website bookings. The ideal time to do this is after you have established rapport, answered questions, and made some recommendations. Then simply say: “Before I let you go, Mr. Kennedy, can I just ask if you have a chance to check out our (view rooms, suites, etc.) yet? May I check availability for our upgraded room categories for you?”

Training Your Team To Place Proactive, Outbound Reconfirmation Calls

Without proper training, chances are that your front desk and reservations staff will feel uncomfortable when asked to place calls, even if they have extensive experience receiving them. Remind them that when done properly, these will feel like gestures of hospitality, then provide training so that they understand the finer points that will make them successful.

• Even if you reach their voicemail, it will make an impression. Use the same suggestions below to leave an articulate, hospitable voicemail.
• Do NOT say: “Hi, is this Douglas Kennedy?” This will immediately cause the caller to suspect it is a telemarketing sales call or perhaps even a scam.
• Immediately introduce yourself and identify your hotel or resort.
• Let them know you “Just wanted to reconfirm a few details…” to “Make sure we are ready to welcome you.”
• For security purposes, ask them to provide an identifier, then retrieve their booking and go over the key details.
• Afterwards, proceed with the suggestions listed above for inbound reconfirmation calls.

By training your team on the “why” and “how” covered here, they will be better prepared to create positive first impressions that build brand loyalty, while also generating additional revenue from upselling and cross-selling, and helping guests maximize their in-house experiences.

Doug Kennedy is President of the Kennedy Training Network, Inc. a leading provider of hotel sales, guest service, reservations, and front desk training programs and telephone mystery shopping services for the lodging and hospitality industry. Doug continues to be a fixture on the industry’s conference circuit for hotel companies, brands and associations, as he has been for decades. Since 1996, Doug’s monthly training articles have been published worldwide, making him one of the most widely read hospitality industry authorities. Check out his monthly webcasts at www.KTNwebcast.com or visit www.kennedytrainingnetwork.com.