Ideas for Reservation Managers - Part 2
Challenge: Reservations agents may not relate to the life experiences of prospective guests
In order for agents to sell to the unique needs and wants of prospective guests, they first need to develop empathy and an understanding of what guests are looking for. Ironically, the guests who have the most unique “travel stories” are the most likely to engage with an agent vs. booking “self-service” style online. If your agent has never experienced the same life cycle events guests are going through, it will be hard for them to understand the special needs that person might have.
Solution: Train your team to think about “The Story” behind the call
First, have your staff brainstorm a list of the “call stories” playing out behind the guest room doors on sold-out nights. Birthdays, anniversaries, grandparents traveling for the first time with grandkids, the mom of a new-borne baby taking a first trip, single parent vacations, wedding guests, those attending funerals, people celebrating life events such as 5 years cancer free or having completing chemotherapy. Family reunions, baby showers, anniversary parties and – well yes – even divorce parties! Next, assign each agent to pick a “story” that reflects something they have not themselves experienced. You may even select photos in advance to represent the traveling party. The agent should spend time coming up with a detailed story their imaginary vacation.
Then assign each agent to contact a resort or VR company in a faraway destination, one that is similar to your own but that the agent is not likely to be familiar with so they can experience what it is like to truly need someone’s help. They agent should then research options online, make a phone call or two, send an email inquiry as well. Finally, they report back on their experiences. Did the agents they spoke to and corresponded with care about their “story?” Or did the person just provide the same basic info on rates and availability that they could have found themselves online? Ultimately, if they really were planning such a trip, would they book with that agent?
Challenge: Reservations agents may not see their hometown as some else’s dream vacation destination!
For most of us, we never fully come to appreciate the uniqueness of our own hometown until we move away for a while. What for us might be an everyday opportunity might be for an outsider part of the trip of a lifetime opportunity to:
Solution: Encourage reservations agents to see through the eyes of an outsider
Do all you can to foster a sense of place for those who know no other? Keep an eye out for any online reviews or comments that guests share about how they perceived your destination. Ask those from out of town, such as your family and friends, to speak to your agents about their perspective. Arrange tours and excursions with local area businesses, restaurants and attractions so that your staff can experience what the tourists do for fun. Create fun trivia contests about FAQ’s that callers and guests might ask about.
In summary, all too often the only training at that reservations agents receive is focused around using whatever property management system and other distribution apps / tech they need to use to do the “administrative” parts of their job. Be sure to start new agents out with the right perspective by first talking about sales basics such as “know your customer,” “know your product,” and selling to the customer’s “wants” not just their “needs.” By doing so, you’ll help your team grow your direct booking channels and outsell the costly third-party apps that try to siphon-off guest loyalty.
Doug Kennedy is President of the Kennedy Training Network, Inc. a leading provider of hotel sales, guest service, reservations, and front desk training programs and telephone mystery shopping services for the lodging and hospitality industry. Doug continues to be a fixture on the industry’s conference circuit for hotel companies, brands and associations, as he been for over two decades. Since 1996, Doug’s monthly training articles have been published worldwide, making him one of the most widely read hospitality industry authorities. Visit KTN at www.kennedytrainingnetwork.com or email him directly doug@kennedytrainingnetwork.com
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