{"id":17387,"date":"2026-10-02T18:39:57","date_gmt":"2026-10-02T16:39:57","guid":{"rendered":"https:\/\/www.bto.travel\/hotel-revenue-phone-the-missing-piece-in-revenue-management\/"},"modified":"2026-10-23T15:33:40","modified_gmt":"2026-10-23T13:33:40","slug":"hotel-revenue-phone-the-missing-piece-in-revenue-management","status":"publish","type":"post","link":"https:\/\/www.bto.travel\/en\/hotel-revenue-phone-the-missing-piece-in-revenue-management\/","title":{"rendered":"Hotel Revenue Phone: The Missing Piece in Revenue Management"},"content":{"rendered":"
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Hotels track almost everything: website visits, booking engines, OTAs, conversions, and campaigns. But when a potential guest calls, much of the information contained in the conversation is lost. Today, speech-to-text and AI can transform those calls into useful data for revenue management, marketing, and training. In this article, Nicola Zoppi, scientific coordinator of BTO\u2019s Hospitality track, previews one of the topics that will be addressed at Stazione Leopolda as part of the program dedicated to the hospitality sector. <\/em><\/em><\/p>\n\n

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We track every click, every website visit, and every step taken in the booking engine. Then the phone rings. A guest asks about availability, price, room type, amenities, or terms and conditions. The front desk answers, the call ends, and, in most cases, all that information is lost. <\/p>\n\n

“It’s like having a booking engine without analytics. <\/strong>Except that no one complains about it.”<\/strong><\/h4>\n\n

Yet, the person calling is often a highly qualified lead: they\u2019ve already looked into the hotel, compared options, and probably checked prices online.<\/p>\n\n

The problem is that the phone is rarely treated as a true sales channel<\/strong>.<\/p>\n\n

How many calls turn into reservations? How many are missed? Why? How much revenue does the phone generate? Which requests come up most often? <\/p>\n\n

The point isn’t to record more phone calls. <\/strong>It means stopping throwing away what’s inside them.<\/strong><\/h4>\n\n

Today, speech-to-text technology and artificial intelligence<\/strong> make it possible to transform a conversation into structured information: requested dates, number of guests, room type, proposed price, objections, and the outcome of the call. The phone call becomes data<\/strong>. And once it becomes data, it can finally be incorporated into revenue management. <\/p>\n\n

New KPIs<\/strong> are emerging: Call Conversion Rate, Revenue per Call, Lost Revenue by Phone\u2014but above all, the reasons for failed conversions are becoming clear. This is perhaps the most interesting aspect. <\/p>\n\n

KPI<\/strong><\/td>WHAT MAKES IT VISIBLE<\/strong><\/td><\/tr>
Call Conversion Rate<\/td>The channel conversion rate that no one calculates.<\/td><\/tr>
Revenue per Call<\/td>How much is a phone call really worth\u2014and how do you determine the right size for the reception area?<\/td><\/tr>
Lost Revenue from Phone Calls<\/td>The revenue that passed through the switchboard has been lost. That figure brings the room to silence. <\/td><\/tr>
Reasons for Failure to Convert<\/td>Price, availability, minimum stay: a breakdown of lost sales.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

For example:<\/p>\n\n