Without the use of telephone tracking, you’re probably unaware just how many potential bookings you are missing, especially if your hotels typically serves a clientele of a more mature disposition!
When we work with a new client, the first thing we do is to set up telephone tracking. We do this to find out two things
- How many calls (and sales) are being missed?
- What is making the phone ring?
The first point is pretty obvious – miss too many calls, you need to fix that.
The second point, however, provides the real insight, especially when you’re running marketing campaigns and you’d like to know how effective it has been.
Well, telephone tracking costs £1 per month and helps you to answer both of those questions.
It’s best used when you have a different, local number across all your marketing channels. Namely:
Google Knowledge Panel
Now the point is all these numbers are redirecting to the same, central number, often sat on reception, or to a reservations team. But they’re all different numbers so you can clearly see which is making the phone ring most!
More often than not, your website will be performing best, but let’s say you decide to have a go some local press advertising, or local radio advertising. In order to be able to identify whether these forms of advertising were worth the money, you really ought to know whether they made the phone ring!
Now, of course, telephone tracking shouldn’t be used as the only metric for success, but it will give you a helpful idea as to whether it’s worth your investment again.
Not only that, you’ll want to know how many of those calls were missed as the lines were engaged or everyone was too busy to answer the phone. Telephone tracking gives you real-time reports of who called, and why they couldn’t get through.
For all you know, that was a wedding enquiry worth over £10,000 to the hotel!
The company we use for our telephone tracking is Invoco – local UK numbers cost £1 per month to rent and the setup is instantaneous.
More details here: https://www.invoco.net/
Let’s beat those OTAs together