Practical Steps for Securing More Direct Voice Reservations

Douglas Kennedy
7/14/2025

Despite the predictions of its demise, the voice reservations channel is alive and well. For decades now, pundits have predicted the death of voice as a booking channel. First it was the emergence of online travel agencies (OTAs), then the birth of the smartphone, then the emergence of the belief in imaginary “generations” based on birth year, which supposedly have homogenous attitudes about using technology. Yet the phones still ring.

Surely, the number of voice bookings has decreased significantly as online channels have grown, but smart leaders recognize that direct bookings save costly OTA commissions, allow for upselling of accommodation type and cross-selling amenities, services, and activities. Even for those who mark up rates to cover OTA commissions, a direct booking is still more valuable because you “own” the relationship. Most importantly, if callers hang up, they may pick another option from the online results.

The opportunities for voice bookings vary. For example, guests booking a condo on a beach filled with high-rise towers may be more likely to book at a company website or an OTA app, although a surprising number still call with “quick questions” that can be turned into bookings.

Alternatively, guests shopping for larger properties, nontraditional lodging such as cabins, and luxury homes are the most likely to call. Geographical location is also a factor; those booking fly-to destinations may call before committing to expensive airline tickets.

However, a prospective guest’s motivation for calling versus simply booking online is mostly affected by their travel situation or circumstance. In other words, the higher the rate, the longer the stay, the more people traveling, and, most importantly, the more emotionally engaged they are with their travel plans, the more likely they are to call at some point. 

Given that KTN provides remote call scoring of actual recorded conversations, pulled from whatever call recording platform is used by our diverse client list, we have the unique opportunity to listen in to what is actually being said these days. As a result, here are a few of the training tips from our KTN workshops and webcam training courses.

Revenue, Distribution, and Marketing Leaders:

• Post your phone number prominently on your website at both the desktop and mobile versions. Embed Google’s call conversion tracking feature. Don’t annoy callers with on-hold messages directing them back online to your website. 
• Recognize the interplay of voice and online distribution channels, and that many who book online have called first. For evidence, just pull about 20 website-direct bookings and then log in to the provider side for your 800 number and search for those phone numbers.
• Train your team that phone calls are opportunities, not interruptions. Most of today’s reservations agents also contend with administrative work, or they may be cross-scheduled for guest experience/guest service roles. As a result, many sound annoyed when answering time-consuming reservation inquiries and subsequently redirect callers back online.

Reservations Sales Training Tips for Those Answering Calls:

• Realize that today’s hot voice lead is disguised as “I just have a quick question about…” No one is simply interested in details about parking, pet policy, or specific amenities. When callers say “I just have a quick question about,” train your team to ask, “Now that I’ve answered your question, are there any dates I can check for you?” or “Can I double-check that rate?”
• Realize that with so many lodging options online, and dozens of pictures for even the most basic condo, today’s callers are overwhelmed and confused. It is not our job to tell them what’s available; it is our job to help them decide.
• Train your team to use updated probing questions. Rather than “Have you stayed before?” ask “May I ask if you’ve stayed before or if anything online caught your eye?” Many first-time guests have done extensive research and just need someone to reinforce their decision.  
• Recommend, suggest, and endorse. Once you’ve engaged callers with questions, you can then use these methods based on the caller’s stated needs. Example: “Since you mentioned you’re traveling for (situation/circumstance), I would definitely recommend this (location, building, or specific accommodation.” “Based on what you’ve mentioned, this one sounds like the perfect choice for you.”
• Use a storytelling selling approach to avoid sounding generic! Rather than giving only quantitative descriptions such as the number of bedrooms, square footage, bed size, and lists of amenities, use emotionally descriptive words that help them imagine what they will experience in the vacation home and/or community or area.
• Always ask for the sale. Remember, they called you, so don’t be shy to ask. If callers started by saying they don’t want to book, use this version. “Now I know you said you were just checking rates, but just to let you know availability is limited. I can lock that in now while you circle back to your travel companions.” Retarget voice leads. When callers still hesitate, offer to send a follow-up email with your contact information and a short personalized message.

Douglas Kennedy

Douglas Kennedy is the president of KTN and has been the lodging industry’s leading expert in hospitality sales and guest services training for over two decades. Over the years, he has conducted corporate-sponsored training for most of the major hotel brands. His monthly sales training articles inspire readers worldwide. You can email him at doug@kennedytrainingnetwork.com.