Voice Channel Proves Key for High-Value Hotel Bookings
The voice channel is regaining strategic importance in hospitality for driving high-value sales, according to an industry podcast. Data from Revinate’s 2026 benchmark report shows that guests booking via phone are more likely to purchase add-ons or upgrades. The conversion rate for upsells on the voice channel is reportedly almost double that of purely digital bookings.
- The 2026 Hospitality Benchmark Report's findings are based on an analysis of 4.3 million guest calls, 2.8 billion emails, and 28 million reviews. - In North America, inbound call volume per room shows strong seasonal patterns, peaking at 16.1 calls in July and hitting a low of 8.9 in February. - Despite seasonal fluctuations in overall call volume, lead calls from potential guests with booking inquiries remain stable throughout the year, ranging from two to three calls per room. - The voice channel is particularly crucial for guests booking luxury travel or with complex itineraries who prefer personalized interaction with a reservation agent. - Outbound calls are a significant revenue driver, generating an average of $1,164 in incremental revenue per room in 2025. - The average booking value for reservations made through the voice channel is $1,570, which is higher than any other channel. - The expert featured in the podcast, Agnelo Fernandes, is the CEO of Cote Hospitality and is recognized as a thought leader in the luxury hospitality sector. - Artificial intelligence-powered voice agents are an emerging technology in hospitality, capable of handling routine inquiries, processing reservation modifications, and providing support in multiple languages.
