Paraty Tech shares key strategies to improve direct sales at the Revenue Incubator event
Revenue 17/10/2024
On October 11th we had the pleasure of attending "Calvià, Revenue destination. The art of hotel distribution" , an event organized by Incubadora Revenue and in which we were also part of the program, as participants in the discussion panel "Trends in direct sales" . Moderated by Sergio Barroso, CEO at Del Pintor Suites&Hotels, and accompanied by Joan Sanz, director at Bookline, we were able to share our experience and vision on several crucial topics related primarily to the voice channel, for the optimization of the performance of hotels and hotel chains in terms of direct sales. Below is a summary of some of the reflections that we addressed and shared with the audience during our intervention:
One of the most critical points we highlighted was the problem of missed calls. Hotels and hotel chains are often unaware of the volume of calls that are not answered and the cost this represents for their business. Every missed call is a lost sales opportunity, and without proper follow-up, these opportunities are diluted. We insist on the importance of implementing tools that allow hotels to not only record incoming calls, but also manage those that have not been answered. Technology can help reduce this "invisible cost" and maximize voice channel conversion.
During our presentation, we also highlighted the problems related to the quality of telephone service. After carrying out numerous quality audits in different hotels, we have found multiple cases where protocols of any kind are not established or followed. This includes an alarming lack of focus on sales during customer service, wasted sales opportunities by not sending quotes and a general lack of standardization of procedures. This lack of uniformity and preparation has a direct impact on reservations and agent productivity, but also on customer perception. Therefore, we proposed the implementation of more rigorous training and the creation of clear standards to ensure that every interaction with customers is geared towards converting each call into a sale .
Another recurring issue we see is the lack of effective integration of CRM systems into phone support processes. Staff often don’t have access to key information, such as who is calling, which prevents a more personalized and warm approach from the start. In addition, customer information is not properly recorded in the CRM, which means that the opportunity to follow up later or link these leads to loyalty programs is lost. To address this, we recommend a more seamless integration between phone systems and CRMs , so that agents can quickly recognize customers who call and personalize their service based on their history.
The incorporation of artificial intelligence (AI) for the resolution of frequently asked questions was also a key topic of discussion. AI’s ability to handle common and simple queries allows agents to focus on higher-value tasks. For example, frequently asked questions can be handled by chatbots or automated response systems, which can sometimes be mistaken for humans, and when AI detects a clear purchase intent, the call is automatically transferred to a specialized Ring2Travel agent. This not only optimizes the use of human resources, but also ensures that agents are fresher and can better focus on higher-potential sales opportunities, improving service efficiency.
Looking ahead, we highlight the growing importance of technology providers like us starting to offer comprehensive digital marketing consultancies as a key trend for 2025. It is no longer enough to focus exclusively on campaigns, for example, Google Ads, the strategy must be global. This involves integrating multiple channels and platforms to reach the customer at various points in their journey. We proposed the need for strategic consultancy that covers the entire digital ecosystem, from metasearch optimization to remarketing, through data analysis and the creation of relevant content.
Finally, we address Google's recent change in model for advertising on metasearch engines , which has gone from a CPA (Cost per Acquisition) model to a CPC (Cost per Click) one . This change represents a challenge and an opportunity for hotels, as they must now adjust their strategy to ensure that each click actually generates a return on investment. For hotels that depend on reservations through metasearch engines, adapting to this new model is crucial to remain competitive in the market and at Paraty Tech we are leading this migration by offering the possibility for hotels to continue working as they have until now, without hardly noticing the transition process, transferring the greatest risk from the client to the provider.
In summary, our intervention made it clear that part of the future success of hotels and hotel chains in terms of direct sales will depend largely on their ability to "do their homework" and adapt to the market changes imposed by global players, as well as to optimize their performance through a combination of technology, service quality and integrated marketing strategies . These are the pillars on which we believe competitiveness in the hotel sector must be built for the immediate future.
Missed calls: an invisible cost for hotels
One of the most critical points we highlighted was the problem of missed calls. Hotels and hotel chains are often unaware of the volume of calls that are not answered and the cost this represents for their business. Every missed call is a lost sales opportunity, and without proper follow-up, these opportunities are diluted. We insist on the importance of implementing tools that allow hotels to not only record incoming calls, but also manage those that have not been answered. Technology can help reduce this "invisible cost" and maximize voice channel conversion.
Quality of service: lack of focus, absence of protocols
During our presentation, we also highlighted the problems related to the quality of telephone service. After carrying out numerous quality audits in different hotels, we have found multiple cases where protocols of any kind are not established or followed. This includes an alarming lack of focus on sales during customer service, wasted sales opportunities by not sending quotes and a general lack of standardization of procedures. This lack of uniformity and preparation has a direct impact on reservations and agent productivity, but also on customer perception. Therefore, we proposed the implementation of more rigorous training and the creation of clear standards to ensure that every interaction with customers is geared towards converting each call into a sale .
CRM integration: a pending issue with significant consequences
Another recurring issue we see is the lack of effective integration of CRM systems into phone support processes. Staff often don’t have access to key information, such as who is calling, which prevents a more personalized and warm approach from the start. In addition, customer information is not properly recorded in the CRM, which means that the opportunity to follow up later or link these leads to loyalty programs is lost. To address this, we recommend a more seamless integration between phone systems and CRMs , so that agents can quickly recognize customers who call and personalize their service based on their history.
AI and FAQs: Human Resources Optimization
The incorporation of artificial intelligence (AI) for the resolution of frequently asked questions was also a key topic of discussion. AI’s ability to handle common and simple queries allows agents to focus on higher-value tasks. For example, frequently asked questions can be handled by chatbots or automated response systems, which can sometimes be mistaken for humans, and when AI detects a clear purchase intent, the call is automatically transferred to a specialized Ring2Travel agent. This not only optimizes the use of human resources, but also ensures that agents are fresher and can better focus on higher-potential sales opportunities, improving service efficiency.
Digital Marketing Consulting: A Trend for 2025
Looking ahead, we highlight the growing importance of technology providers like us starting to offer comprehensive digital marketing consultancies as a key trend for 2025. It is no longer enough to focus exclusively on campaigns, for example, Google Ads, the strategy must be global. This involves integrating multiple channels and platforms to reach the customer at various points in their journey. We proposed the need for strategic consultancy that covers the entire digital ecosystem, from metasearch optimization to remarketing, through data analysis and the creation of relevant content.
Metasearch engines: implications of the change in Google's model
Finally, we address Google's recent change in model for advertising on metasearch engines , which has gone from a CPA (Cost per Acquisition) model to a CPC (Cost per Click) one . This change represents a challenge and an opportunity for hotels, as they must now adjust their strategy to ensure that each click actually generates a return on investment. For hotels that depend on reservations through metasearch engines, adapting to this new model is crucial to remain competitive in the market and at Paraty Tech we are leading this migration by offering the possibility for hotels to continue working as they have until now, without hardly noticing the transition process, transferring the greatest risk from the client to the provider.
In summary, our intervention made it clear that part of the future success of hotels and hotel chains in terms of direct sales will depend largely on their ability to "do their homework" and adapt to the market changes imposed by global players, as well as to optimize their performance through a combination of technology, service quality and integrated marketing strategies . These are the pillars on which we believe competitiveness in the hotel sector must be built for the immediate future.
