To Sell Experiences Not Just Rooms

To Sell Experiences Not Just Rooms, Build A Hotel Value Pyramid

When you listen to reservations sales calls these days it is easy to recognize that most of the conversation is focused exclusively on the room or accommodation. What I hear most often is sales agents who are obtaining the caller’s dates, number of people, and number of beds needed. They click enter and then read back the list of room types and rates. Little or no information is offered about the overall experience of being a guest. My regular readers know I refer to this as “website search support.”

Ironically, today’s callers are more likely than ever to have already been online prior to calling; many are online while on the phone. Chances are they have already seen the same list of room types and rates the agent is listing.

Instead, today’s reservations and front desk agents should be first trying to find out more about the caller’s travel plans and “the story” behind their call. Agents should be trying to find out if the caller is interested in details about the overall experience by asking a question like this:

• “As I’m checking our rates for your dates, are there any questions I can answer for you about our location or amenities and services?”

This question will help unmask the caller and prompt them to reveal the question or concern that caused them to call instead of just booking online. Your agents will then find out what the caller needs to know. Now all they will need is a sales model that will help them understand the importance of conveying the value of the overall experience of being a guest.

When I was designing a new hotel reservations program recently, it occurred to me that a pyramid was the perfect sales model for what we need to do to establish value during reservations conversations. Many of us think of a pyramid simply as a smooth geometric shape. Yet the ancient pyramids had steps and were built to be climbed.

Although I’ve not yet been to Egypt, I actually did have had a chance to climb the steps a pyramid years ago when I was visiting the Mayan Pyramids near Cancun, Mexico. Although I did not make it to the top that time, I would love to try again one day! Similarly, helping callers walk up the steps of the Hotel Value Pyramid will assist them in their quest for a place to stay, and will assist us in our quest to grab more bookings right now versus letting them go back online, possibly to someone else’s website.

There are three levels on the Hotel Value Pyramid. The foundation, which is the destination and location; the mid-level, which includes the amenities, services, and outlets in or nearby the hotel, and finally, the accommodation itself to top-off the pyramid.

To get the most calls converted into confirmations, just be sure to establish value

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