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Are you prepared for the direct booking push? - Concentrix - Blog

Are you prepared for the direct booking push?

By Ashish A. Khullar
Director, Account Management and Sales
Travel, Tourism and Transportation Vertical Leader

Hospitality companies such as Marriott, Hilton and others are pushing to have customers book directly with them rather than through an online travel agency such Expedia or Priceline. Direct booking offers several benefits to hotel companies including commission savings, direct access to customers and access to data that improves conversion rates.

Customers also benefit, as companies offer incentives for direct booking, such as free Wi-Fi and waivers on cancellation fees.

Both parties benefit through direct booking, but there are several issues to consider when preparing for the shift:

  • Web usability and conversion: Several studies have shown conversion rates for online bookings are affected by web usability and ease of booking process.
  • Mobile accessibility: Customers are increasingly using smartphones and tablets to access websites for research, but they still go to a desktop or laptop to complete the transaction.
  • Information availability: Ease of information availability at the time of booking boosts the chances of conversion. A large percentage of potential bookings fail to convert to a sale because customers don’t have information such as current offers and promotions.
  • Shopping for rates: Customers spend a lot of time browsing sites to find the best deal and many site visits do not get converted because the customer continues bargain hunting.

Hospitality and other travel companies need to weigh the above factors and optimize their digital presence to ready themselves for the direct booking push. Issues to consider include:

  • Web analytics and optimization: Analysis of website user behavior and optimizing for ease of use is definitely the right step towards a higher conversion rate. Landing page optimization for content and layout helps customers find what they need quickly. Websites must be optimized for mobile access.
  • Information availability: Predicting what information your customers need and making that information easy to find will boost conversion rates.
  • Web chat: Having web chat is an easy way to let customers quickly ask for information.
    • Providing a “reactive chat” option enables customers to seek help when needed.
    • Better still, building a “proactive chat” on your website allows you to track the activity of customers online and proactively reach out to those who may be lingering. This interface also enables you to provide context-driven offers and promotions. Chat is a simple way to improve your conversion rates. An active interaction platform provides a better customer experience. This can also help convert customers who are shopping for rates by letting them know the benefits they get by booking directly.
  • Knowledge management: Static or smart knowledge management and FAQs provide good self-help capability. Making this interface intuitive and easy to use is critical.
  • Content marketing: The more time customers spend on your website, the better the chance they will buy something. Introducing engaging content, user reviews and other forms of relevant information will allow you to get a higher conversion percentage and keep the customers coming back.
  • Social marketing: As more people use social media, they are increasingly influenced by the experiences of their friends and family. Leverage social media to generate more traffic to your websites for direct booking. Social marketing and engagement capability is a necessity and comes at a relatively low cost. Leveraging best practices around these channels will help you market direct booking and direct more traffic to your site.
  • Maximize value from every interaction: Every interaction is a potential opportunity to increase revenue by upselling and cross-selling. Gearing up your booking channels for maximizing this return requires you to predict what the customer may need in that context of the trip he / she is making bookings for. Personalization and predictive/ prescriptive analytics enablement of your booking channels has been seen to yield upwards of 20% improvement in revenue and conversion rates.

Enabling and optimizing your digital capability with the customer in mind will drive more users to your website and drive more direct bookings. An orchestrated and thoughtful approach to your digital presence will determine the success of your direct booking push.


Publish Date: May 17, 2016 5:00 AM

2021 Buyers Guide IVR

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.
PH: +1 512-872-7565

Computer Data Services, LLC

Get the benefits of an expensive, on-premise telephone system without the high price tag and annoying maintenance.

- Never miss another phone call
- No more busy signals
- Feature rich
- Answer your calls from anywhere
PH: 216.662.5870


Virtual Switchboard
Megacall provides a fully customised Virtual Switchboard software for all companies (including IVR service). No matter the size of your business, our services adapt to the needs of each client.

Are you looking for a more effective way to communicate with your customers? Discover the advantages of using the IVR and how it can help in your communications.
PH: +34 952 667 511


MightyCall's IVR that will increase your business’s efficiency at a fraction of the cost of a secretary. Your auto-attendant is designed to:
- Greet callers
- Deliver necessary information
- Forward calls to the appropriate extension
- Take human error out of the system
PH: +1 (888) 256-8312

Nuxiba Technologies

Provide your customers with an effortless self-service experience. Easily create menus using predefined or custom prompts and data dips and route customers to live agents when needed.

Enable your customers to make payments and access information 24/7 at their convenience. Request a quote or live demo today.

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Performance Monitoring
PH: 1+480-435-9390

Teckinfo Solutions Pvt. Ltd.

IVR Edge
IVR Edge is a high performance, robust and scalable ivr system that works on various leading hardware such as Dialogic, Keygoe and Synway etc. It can handle the simplest of simple to the most complex of requirements to when it come to creating an IVR. Integration with any 3rd party database, be it for banking, telecom, insurance, travel, payment gateway etc can be handled with ease. Ideally suited to create Hosted IVR and virtual patching solutions with scalabilities that can range from 4 to 128 E1’s per setup with voice recording and CDR functionality. Integration with leading text to speech (TTS) and speech recognition ASR engines add to the flexibility and functionality.

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