Higher Reservation Conversion – Part 2: Sell The Experience
May 23rd, 2011I know it may come as a surprise, but your reservation agents could be scaring your perspective guests away by doing what we call “Feature Flooding.” This usually occurs when an agent doesn’t understand what the guest truly wants. Basically, the agent hasn’t asked enough questions to uncover why that guest is coming to your location. So, they read…and read…and read features or amenities from the property page right under their nose.
It happens a lot, and not just with new agents. The real danger is that they are not identifying any of the deep visceral reasons that a guest might be coming to the location. Reasons like…enjoying a challenging game of golf with their brothers on one of your three championship courses, or lounging poolside all afternoon soaking up the sun and enjoying world class cuisine, or how about snorkeling and exploring the sea with their kids. We vacation to create unforgettable moments, not to enjoy amenities.
A room is a room is a room. OK, I know that’s not entirely true but the big reason your guests are coming is for the experience. Sell it, not the features.
Brise Carpenter
Client Advocate
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