Intro – 00:00:04: Welcome to the Hotel Moment podcast presented by Revinate, the podcast where we discuss how hotel technology shapes every moment of the hotelier’s experience. Tune in as we explore the cutting-edge technology transforming the hospitality industry and hear from experts and visionaries shaping the future of guest experiences. Whether you’re a hotelier or a tech enthusiast, you’re in the right place. Let’s dive in and discover how we can elevate the art of hospitality together.

Karen Stephens – 00:00:37: Hello, and welcome to the Hotel Moment podcast. I’m your host, Karen Stephens, the Chief Marketing Officer of Revinate. And today on the podcast, we have a special treat for you. So today, we are going into artificial intelligence, and it’s not just a discussion about artificial intelligence with an industry expert. It is actually an entire podcast with two bots who are speaking to each other about the voice channel. 

So here at Revinate, we have a lot of different products. One of those is our Res Sales application, which is all about the voice channel. And we also have a lot of thought leadership here. So one of our premier pieces that was just released a few months ago — a month ago, in fact — is called the Voice channel conversion playbook for hotels. And it’s really an essential piece of literature if you’re a reservations team, if you’re running a team to understand how to drive conversion on that channel. And what we did was we fed that playbook into an AI application, more specifically our Vice President of Brand Marketing here at Revinate, Sanjana Chappalli, fed that in. And then she tweaked those bots to have a conversation. 

So you’re going to hear two bots have a conversation based on this playbook. Now, just to back up a little bit, I think AI is something that we’ve all been thinking about. It’s here to stay. I think the question is, how far is it going to go? The concern is always, is it going to replace humans? And certainly in hospitality, there’s all different levels of AI. Some of those applications are already live today, and they’re great for efficiency. Revinate, we obviously have AI in our products already, and we’re going to continue to grow that. So if you talk about reservation agents in particular, “What is the value of having AI help prompt that agent to make sure they’re offering the right package at the right time to the right guests?” So that is a question that we definitely are going to move forward with. But then even farther, “Could you actually replace the agent altogether?” My personal opinion is no, that humans will always want — there’s a nuance there with that human-to-human touch. But here’s a little experiment. You can hear how that goes. It goes with the podcast. And then we would love to hear your opinion on how you feel about this. And I guess my first question to you would be, if I hadn’t just told you that these were two bots, would you even know that? So here you go. Experiment underway. And we will catch you next time on the podcast. Thank you.

AI-Generated voice male – 00:03:04: Welcome back, everybody, to another deep dive. This time, we’re going to be diving into the “Voice channel conversion playbook for hotels” – really going to try to extract some of those golden nuggets to help you all out there. And we’re talking about the voice channel in the hospitality industry.

AI-generated voice female – 00:03:18: Yeah, it might seem a little counterintuitive in today’s digital world, but picking up the phone is far from obsolete when it comes to driving revenue for hotels.

AI-generated voice male – 00:03:27: Yeah, I was actually really surprised to see that. I think we all assume everything is online these days. So why is the voice channel still relevant when we think about something as big as a hotel booking?

AI-generated voice female – 00:03:35: Well, for starters, think about the complexity of travel planning these days. Travelers often have very specific needs, whether it’s finding a hotel that accommodates a large family and, you know, caters to dietary restrictions or offers accessible rooms. Sometimes those nuances just get lost in the sea of online filters and options. And you know, a simple phone call can cut through all that noise and provide clarity and reassurance.

AI-generated voice male – 00:03:59: Right. It’s like having a personal travel concierge.

AI-generated Voice female – 00:04:01: Yeah.

AI-generated voice male – 00:04:02: Someone who can help you sort through the options.

AI-generated voice female – 00:04:04: And this desire for personalized service is even more pronounced in the luxury travel market. Think about it. If you’re spending a significant amount of money on a hotel stay, you want to feel confident that you’re making the right decision. A voice conversation allows for that human connection, that feeling of being understood and catered to, which is essential in the luxury segment.

AI-generated voice male – 00:04:25: Right. That makes sense.

AI-generated voice female – 00:04:26: Yeah.

AI-generated voice male – 00:04:26: And the playbook really hammers home the point that these voice interactions can translate into serious revenue. In fact, there’s a whole chapter dedicated to voice channel conversion, a direct line to greater revenue.

AI-generated voice female – 00:04:36: And for good reason, the data speaks for itself. The voice channel boasts the highest average booking value of any channel, with an impressive $1,570. That’s significantly higher than online bookings.

AI-generated voice male – 00:04:48: Wow. That’s a number hoteliers can’t afford to ignore. But how do they actually make sure those calls are turning into bookings? What strategies can they implement to maximize conversion rates?

AI-generated voice female – 00:04:58: Well, the first step is a mindset shift. We need to move away from thinking of reservation agents as simply order takers and start empowering them to be revenue generators. This means providing them with the training and tools they need to actively engage with guests, uncover their needs, and offer personalized recommendations that enhance their stay and drive revenue.

AI-generated voice male – 00:05:20: So instead of just saying, “Yes, we have a room available on those dates,” the agent should be thinking, “Okay, this guest is traveling with their family. And to mention they have young children. Perhaps I should suggest our family suite with access to the kids club and water park.” That would create a more memorable experience for them and increase revenue for the hotel.

AI-generated voice female – 00:05:38: It’s about training agents to be active listeners, to ask open-ended questions that uncover the why behind a guest’s request. For example, instead of just asking, “What dates are you looking for?” They could say, “Tell me a little bit about your trip. What brings you to our city?” That opens up the conversation and allows the agent to tailor their recommendations accordingly.

AI-generated voice male – 00:05:56: It’s about making those connections — understanding what the guest truly values.

AI-generated voice female – 00:06:00: And this approach is already being implemented by some savvy hotels with remarkable results. For instance, Hyatt Regency, Lost Pines Resort and Spa focused on empowering their reservation agents through targeted training programs. They saw a 60% lead call conversion rate. Which is phenomenal.

AI-generated voice male – 00:06:18: Wow, that’s impressive. So they’re not just answering the phone and taking orders. They’re having conversations, building rapport, and ultimately driving revenue. What other strategies can hoteliers use to ensure they’re maximizing the potential of every call?

AI-generated voice female – 00:06:31: Upselling and cross-selling are essential tools in the reservation agent’s arsenal. But it’s not about pushing products or services that are irrelevant to the guest. It’s about identifying opportunities to enhance their experience based on their individual needs. Let’s say a business traveler mentions they need a workspace. The agent could suggest upgrading to a suite with a dedicated work area or offer access to the hotel’s business center. These are valuable add-ons that enhance the guest’s stay and generate additional revenue for the hotel.

AI-generated voice male – 00:06:58: Right. It’s a win-win situation, right? The guest gets a more tailored experience, and the hotel benefits from increased revenue.

AI-generated voice female – 00:07:05: Exactly. And it all comes back to that human connection, that ability to understand and anticipate the guest’s needs. Another crucial aspect of maximizing conversion is crafting flexible call scripts that guide agents through conversations while allowing for personalization. We don’t want robotic interactions. We want authentic conversations that build rapport. These scripts should include prompts for asking open-ended questions, uncovering guests’ motivations, and naturally weaving in requests for contact information.

AI-generated voice male – 00:07:35: So it’s about finding that balance between structure and spontaneity.

AI-generated voice female – 00:07:38: Precisely. And capturing those email addresses is crucial for building a database for future marketing efforts. This allows hotels to nurture leads and stay top of mind with potential guests.

AI-generated voice male – 00:07:49: Right. It’s like planting seeds for future bookings. You might not get an immediate conversion, but by capturing that contact information and nurturing the relationship, you’re increasing the likelihood of securing a booking down the line.

AI-generated voice female – 00:08:00: And remember, even seemingly simple questions can be leads in disguise. For example, if someone calls asking about parking, it could be an opportunity to inquire if they already have a reservation and, if not, to offer assistance with booking one.

AI-generated voice male – 00:08:14: So it’s about maximizing every interaction, no matter how brief it might seem. Every call is a potential revenue-generating opportunity.

AI-generated voice female – 00:08:22: Absolutely. And hotels are proving this to be true. Take the Islamorada Resort collection, for example. They utilized data and analytics to fine-tune their voice channel operation and saw a jump from a 55% to an 86% conversion rate.

AI-generated voice male – 00:08:35: Wow. Incredible. They more than doubled their conversion rate by using data to make informed decisions about their voice channel strategy. It sounds like data and analytics are crucial for success in the voice channel.

AI-generated voice female – 00:08:46: They absolutely are. And it’s not just about tracking basic metrics like call volume and average handle time. It’s about digging deeper into the data to understand what’s driving those numbers. Are certain agents consistently achieving higher conversion rates? If so, what are they doing differently? Are there specific times of day or days of the week when calls are more likely to convert? Analyzing this data can provide valuable insights for optimizing the voice channel operation.

AI-generated voice male – 00:09:12: It’s about using data to tell a story, a story that helps us understand the guest journey and identify opportunities to improve the experience.

AI-generated voice female – 00:09:19: And technology can play a significant role in this process. Platforms like Revinate Reservation Sales offer features like intelligent agent routing, real-time performance feedback, and integration with other hotel systems — allowing agents to access comprehensive guest profiles and personalize interactions.

AI-generated voice male – 00:09:36: It’s amazing how technology can enhance the human touch rather than replacing it.

AI-generated voice female – 00:09:41: Absolutely. It’s about using technology to empower our agents to deliver exceptional guest experiences.

AI-generated voice male – 00:09:47: This has been a really enlightening look at how the voice channel is thriving in the hospitality industry. We’ve learned that it’s not just about answering the phone. It’s about creating connections, building relationships, and ultimately driving revenue. It seems like many hotels are already achieving remarkable success with their voice channel strategies. And I’m eager to delve deeper into what’s making them so effective.

AI-generated voice female – 00:10:08: I’m happy to share more insights. There are so many inspiring success stories out there, and they all highlight the power of the voice channel when it’s used strategically.

AI-generated voice male- 00:10:16: Let’s dive into those success stories and uncover the key takeaways that our listeners can apply to their own hotels.

AI-generated voice female – 00:10:23: Picking up where we left off, let’s talk about a specific example that showcases the power of a well-executed voice channel strategy. Remember that impressive $1,570 per room per year figure we mentioned earlier? Well, that’s the average revenue boost hotels are seeing from outbound lead calls alone.

AI-generated voice male – 00:10:41: Yeah, that number really stuck with me. It’s a testament to the fact that the voice channel isn’t just about reacting to incoming calls. It’s about proactively reaching out and converting those almost-bookings into confirmed reservations.

AI-generated voice female – 00:10:52: Yeah, exactly. And one hotel that is absolutely nailing their outbound calling game is Ambiente Sedona. They implemented a strategic outbound calling campaign that resulted in an astounding 1,800% increase in outbound revenue. 

AI-generated voice male – 00:11:07: 1,800%. That’s not just a boost. It’s a complete transformation of their outbound sales efforts. What’s their secret? How did they achieve such remarkable results?

AI-generated voice female – 00:11:16: Their success boils down to two key factors — targeted communication and staff incentives. First, they really honed in on their target audience. They analyzed their guest data to identify potential guests who had shown interest but hadn’t yet booked, focusing on those who had abandoned online booking processes or inquired about specific dates without confirming. This allowed them to personalize their outreach and make sure they were connecting with the right people at the right time.

AI-generated voice male – 00:11:40: So it’s not about making random cold calls. It’s about strategically targeting those guests who are most likely to convert.

AI-generated voice female – 00:11:47: Exactly. And the second element of their success was incentivizing their reservation team. They implemented a bonus system that rewarded agents for every direct booking secured through outbound calls. This created a win-win situation. The hotel generated more revenue, and the agents were motivated to go the extra mile.

AI-generated voice male – 00:12:06: That makes so much sense. It lines everyone’s goals and creates a culture of proactive salesmanship. It’s brilliant.

AI-generated voice female – 00:12:11: It really is. And it highlights the fact that investing in your team and empowering them to succeed can have a huge impact on your bottom line. But it’s not just about outbound calling. It’s about maximizing every interaction within the voice channel, whether it’s an inbound or outbound call.

AI-generated voice male – 00:12:26: Right. It’s about recognizing that the voice channel isn’t just about closing deals. It’s about nurturing relationships and building a pipeline of potential guests. Even those calls that don’t result in an immediate booking can be incredibly valuable if they’re handled correctly.

AI-generated voice female- 00:12:41: Absolutely. And one of the most effective ways to do this is through capturing valuable guest data during those initial calls. This isn’t just about getting their name and email address. It’s about understanding their motivations, their travel preferences, and any specific needs they might have.

AI-generated voice male – 00:12:57: So, for example, if a family calls to inquire about a summer vacation, the reservation agent should not only capture their contact information but also make a note of the fact that they have young children who are interested in swimming and that they’re traveling with a pet.

AI-generated voice female – 00:13:11: That kind of detailed information is gold when it comes to nurturing leads. The next time the hotel sends out a promotional email or runs a targeted campaign, they can tailor their messaging to appeal specifically to families with young children — highlighting their kid-friendly amenities and pet-friendly policies.

AI-generated voice male – 00:13:28: It’s all about personalization, isn’t it?

AI-generated voice female – 00:13:29: Yeah.

AI-generated voice male – 00:13:29: Showing potential guests that you understand their needs, and that you’re not just sending out generic marketing blasts.

AI-generated voice female – 00:13:35: Absolutely. And those detailed notes can also be incredibly valuable for future interactions. Imagine that same family calls back a few months later to make a booking. If the reservation agent has access to those previous notes, they can greet the family by name, ask about their children, and even inquire about their pet — creating a sense of familiarity and personalized service.

AI-generated voice male – 00:13:56: It’s like picking up a conversation where you left off, rather than starting some scratch each time. It creates that feeling of a genuine relationship.

AI-generated voice female – 00:14:03: Precisely. And those seemingly small details can make a big difference when it comes to building loyalty and encouraging repeat bookings. Remember, hospitality is all about human connection.

AI-generated voice male – 00:14:14: And that brings us back to the idea that reservation agents aren’t just order takers — they’re relationship builders. They need to be trained to be active listeners, to ask open-ended questions, and to genuinely engage with guests in a way that makes them feel valued and understood.

AI-generated voice female – 00:14:30: Couldn’t have said it better myself. And this focus on nurturing relationships isn’t just limited to inbound calls. Outbound calling campaigns can be equally effective in re-engaging with potential guests who might have shown interest but haven’t yet taken the plunge.

AI-generated voice male – 00:14:43: You mentioned earlier that outbound call campaigns can generate significant additional revenue for hotels. Can you elaborate on that?

AI-generated voice female – 00:14:51: Of course. Remember, the average monthly conversion rate for outbound lead calls is 3.5%, which translates to an additional $1,717 per room each year. Those numbers might seem small at first glance, but when you multiply them by the number of rooms in a hotel, it can add up to a substantial revenue boost.

AI-generated voice male – 00:15:10: And what types of guests should hotels be targeting with these outbound calls?

AI-generated voice female – 00:15:14: There are several possibilities. Hotels can reach out to guests who abandoned their online booking process. Perhaps they got distracted or had second thoughts. They can also follow up with guests who inquired about specific dates but didn’t confirm a reservation. And they can even proactively contact past guests who haven’t stayed in a while, offering them special promotions or incentives to return.

AI-generated voice male – 00:15:33: It’s about being proactive and staying top of mind with potential guests.

AI-generated voice female – 00:15:37: Exactly. And the key to successful outbound calling campaigns is personalization. Just like with inbound calls, agents need to have access to detailed guest profiles so they can tailor their conversations and offers to individual needs and preferences.

AI-generated voice male – 00:15:52: It’s not about making cold calls. It’s about rekindling warm connections.

AI-generated voice female – 00:15:56: And just like with any sales effort, it’s important to track the results of outbound calling campaigns and make adjustments as needed. Are certain offers resonating more than others? Are there specific times of day or days of the week when calls are more likely to convert? Analyzing the data can provide valuable insights for optimizing campaigns and maximizing return on investment.

AI-generated voice male – 00:16:16: It’s all about being data-driven and constantly refining the approach. And this brings us back to the idea that technology can be a powerful ally in voice channel optimization.

AI-generated voice female – 00:16:25: Absolutely. Platforms like Revinate Reservation Sales can be game changers when it comes to managing both inbound and outbound call campaigns. They provide tools for intelligent call routing, real-time performance tracking, and personalized communication, empowering agents to deliver exceptional guest experiences and drive revenue growth.

AI-generated voice male – 00:16:44: And let’s not forget about the importance of incentivizing staff. We talked about Ambiente Sedona’s success in boosting their outbound revenue through a bonus system for agents who secure direct bookings. That kind of recognition and reward can go a long way in motivating staff and creating a culture of proactive salesmanship.

AI-generated voice female – 00:17:01: Absolutely. When everyone is working towards the same goal and feels valued for their contributions, it creates a positive and productive work environment. And that ultimately translates into a better experience for guests.

AI-generated voice male – 00:17:11: This whole conversation has really shifted my perspective on the role of the voice channel in today’s world. It’s clearly not a relic of the past. It’s a dynamic and evolving tool that, when used effectively, can be a major revenue driver for hotels. But I’m realizing that there’s a whole other layer to this that we haven’t even touched on yet. Data and analytics.

AI-generated voice female – 00:17:32: You’re absolutely right. We can’t just rely on intuition or anecdotal evidence. We need to be tracking key metrics, analyzing the data, and using those insights to continuously improve our voice channel strategy.

AI-generated voice male – 00:17:43: So let’s talk about those key metrics. What should hotels be monitoring to gauge the effectiveness of their voice channel efforts? So we’ve covered how hotels are successfully leveraging data to supercharge their voice channel strategies. But it strikes me that even with all the data and technology in the world, the human element is still at the heart of hospitality.

AI-generated voice female – 00:18:04: You’re absolutely right. Data can guide us. Technology can empower us. But ultimately, it’s the human connection that creates those memorable experiences that guests crave. So how do we ensure that our voice channel strategy is truly human-centric? How do we move beyond just training agents on procedures and empower them to become those hospitality ninjas we talked about — the ones who effortlessly anticipate needs and exceed expectations? It all starts with fostering a culture of genuine care and empowerment. We need to shift the mindset from viewing reservation agents as just order takers to seeing them as brand ambassadors, as the frontline representatives of the hotel’s values and commitment to exceptional service.

AI-generated voice male – 00:18:42: I like that, brand ambassadors. It elevates their role and emphasizes the importance of those personal interactions.

AI-generated voice female – 00:18:48: And that shift in mindset needs to be reflected in everything from the hiring process to the training programs to the daily interactions between managers and agents.

AI-generated voice male – 00:18:56: So concretely, what steps can hotels take to cultivate this culture of empowerment and genuine care?

AI-generated voice female – 00:19:02: Well, for starters, the hiring process should focus on identifying individuals who are not only skilled communicators but also genuinely passionate about hospitality. Look for those who have a natural inclination to help others who are empathetic and attentive listeners.

AI-generated voice male – 00:19:16: So it’s not just about finding someone who can follow a script. It’s about finding someone who genuinely cares about creating a positive experience for the guest.

AI-generated voice female – 00:19:25: Precisely. And once you’ve found those hospitality stars, it’s crucial to invest in their development. Training should go beyond just teaching them about hotel amenities and booking procedures. It should focus on developing those all-important soft skills like active listening, empathy, problem-solving, and the ability to build rapport.

AI-generated voice male – 00:19:44: Those are skills you can’t learn from a manual. They require a different kind of training, a more immersive and interactive approach.

AI-generated voice female – 00:19:50: Absolutely. Role-playing is incredibly effective. It allows agents to practice handling different scenarios, experiment with different approaches, and receive constructive feedback in a safe and supportive environment. It’s like a dress rehearsal for real-life guest interactions.

AI-generated voice male – 00:20:05: And allows them to build confidence and develop those improvisational skills that are so crucial when you’re dealing with unpredictable guest requests.

AI-generated voice female – 00:20:15: Exactly. And we can also use call shadowing, where new agents listen in on experienced agents handling calls, learning from their techniques, and observing how they navigate different situations. It’s a form of mentorship that allows new agents to learn by example.

AI-generated voice male – 00:20:29: It’s about creating a culture of shared learning and continuous improvement.

AI-generated voice female – 00:20:34: And we should also encourage ongoing coaching and feedback sessions where agents can discuss their challenges, share their successes, and receive guidance from their supervisors. It’s about creating a continuous feedback loop that allows agents to constantly refine their skills and improve their performance.

AI-generated voice male – 00:20:49: And this focus on development shouldn’t stop after the initial training period. It needs to be an ongoing investment. 

AI-generated voice female – 00:20:55: Absolutely. The hospitality industry is constantly evolving, and guests’ expectations are always changing. We need to equip our agents with the tools and knowledge they need to stay ahead of the curve and consistently deliver exceptional service.

AI-generated voice male – 00:21:08: It’s about creating a learning culture where agents are encouraged to seek out new information, share best practices, and constantly strive to improve their skills.

AI-generated voice female – 00:21:17: And beyond training, it’s also crucial to empower agents to make decisions and take ownership of the guest experience. This means giving them the authority to resolve issues, offer personalized solutions, and go above and beyond to exceed expectations. If a guest calls with a special request, the agent shouldn’t have to go through layers of approval to make it happen. Trust your agents to make sound judgments and to act in the best interests of your guests.

AI-generated voice male – 00:21:42: Empowerment breeds confidence, and confidence leads to exceptional service. When agents feel trusted and valued, they’re more likely to go the extra mile and deliver those wow moments that create lasting positive impressions.

AI-generated voice female – 00:21:54: It’s about creating an environment where agents feel comfortable using their judgment, taking initiative, and truly owning the guest experience.

AI-generated voice male – 00:22:00: And that sense of ownership is what ultimately sets exceptional hotels apart. It’s about empowering your team to create those genuine connections that turn a one-time guest into a lifelong advocate for your brand. So as we wrap up this deep dive into the world of the voice channel, I’m struck by the fact that it’s so much more than just a communication tool. It’s a powerful instrument for building relationships, fostering loyalty, and ultimately driving revenue. It’s about understanding that every phone call is an opportunity to create a connection, to make a guest feel valued, and to build a lasting relationship that extends far beyond that initial interaction.

AI-generated voice female- 00:22:37: Beautifully said. It’s about recognizing that in the world of hospitality, the human touch is still paramount. And the voice channel provides that direct line to creating those meaningful connections that lie at the heart of exceptional guest experiences.

AI-generated voice male – 00:22:49: Thank you for guiding us through this fascinating deep dive. I feel like I’ve gained a whole new appreciation for the power of the voice channel and the incredible potential it holds for hotels.

AI-generated voice female – 00:22:58: It’s been my pleasure. I hope your listeners feel empowered to reevaluate their own voice channel strategies and uncover those hidden opportunities to create more meaningful guest connections and drive revenue growth.

AI-generated voice male  – 00:23:09: Until next time, keep those conversations flowing. And remember, every call is a chance to create a connection that lasts.

Outro – 00:23:20: Thank you for joining us on this episode of Hotel Moment by Revinate. Our community of hoteliers is growing every week, and each guest we speak to is tackling industry challenges with the innovation and flexibility that our industry demands. If you enjoyed today’s episode, don’t forget to subscribe, rate, and leave a review. And if you’re listening on YouTube, please like the video and subscribe for more content. For more information, head to revinate.com/hotelmomentpodcast. Until next time, keep innovating.