Recently, Hotel Executive Magazine invited eStara to start contributing to the publication as members of its Editorial Board. Over the course of the next year, we'll be sharing our thoughts on how leaders in the Hotel marketing field can use technology (like click to call) to help them increase online sales conversions and improve customer satisfaction.

Here's an excerpt from our first article:

Recently, the Red Lion hotel brand re-launched its website. As part of that redesign, the company incorporated a “click to call” button as a way for consumers to initiate a web-based conversation from key pages within the site. Potential bookers could talk to a Red Lion guest service agent, either via telephone or an internet-connected PC. Calls could be automatically directed to the appropriate person or department based on the page in which the inquiry is made including reservation agents, national sales, and the company's loyalty program service agents.

"We want our guests to 'Stay Comfortable' and everything about the site is built around ease of use and helping customers get all the information they need at exactly the moment they need it," explained Barry Hughes, Vice President, Marketing and Distribution. "Consumers continue to shift their research and booking activities to the web and our new site gives them a comprehensive toolset to make the best and most informed decision possible - all in one place."

For Red Lion, the online experience was an important way to provide their customers with unequalled access to rates and information. Adding this key feature was a big part of them helping to achieve that.

In a recent study of online consumers, Jupiter Research found that 73 percent of online consumers preferred phone-based customer service to FAQs, Online Chat or e-mail. For consumers who spent $500 or more online in the past six months, Jupiter found they were much more satisfied with the phone than any other customer service touch points.

Does this mean you should abandon your self-service web strategy? Of course not, but you should make it so that your website can enable customers to complete a transaction whether it be online or offline.

Pegasus Solutions recently introduced a suite of voice reservation services for individual hotels, chains and groups in need of either full-service or supplemental call answering. As part of that service, they are providing a feature that allows hotels to integrate their website with a Pegasus call center. Users are connected instantly with a live reservation agent. The consumer can choose to speak directly through his or her computer using Voice over IP (VoIP) technology or through any traditional telephone by simply entering their phone number and receiving an immediate call back.

The company recognizes that while the web channel is important for hotels, it’s still important to provide consumers with choices. According to Jimmy Suh, vice president of distribution and revenue management for Kimpton Hotels, “This simple addition to our website is helping us increase our online business and helps us convert curious lookers into guests."