In an increasingly digital hospitality landscape, the push for direct bookings has never been stronger—and for good reason. Booking directly through a hotel’s website or call center is a win/win for both guests and hotels; It not only saves guests money by avoiding OTA fees but also empowers hotels to retain more revenue, build lasting guest relationships, and gain valuable data insights. But here’s something that often goes unmentioned: even the best direct booking strategy can fall short if calls go unanswered.
The Cost of a Missed Call
It’s estimated that hotels miss up to 40% of incoming phone calls, and when it comes to high-intent potential guests, that’s a revenue leak hotels simply can’t afford. Every missed call could be a missed reservation, a missed upsell opportunity, or worse—a frustrated guest who decides to book elsewhere.
This isn’t just a service gap—it’s a revenue failure. Each unanswered call is not only lost topline potential but also a lost opportunity to realize the booking’s full value, including upsells, packages, or loyalty engagement.
Some guests may leave a voicemail, but in many cases, they don’t. And if they do, they expect a prompt response. Silence can leave a poor first impression, signaling a lack of responsiveness that can negatively impact your brand perception.
Direct Bookings Drive Revenue—If You’re Ready to Receive Them
Booking direct means keeping more of your revenue in-house, cutting OTA commissions, and creating a deeper connection with your guests from the very first interaction. But that only works if your systems and your team are prepared to deliver.
In many cases, a converted voice reservation can generate a higher average daily rate (ADR) and better ancillary spend compared to OTA bookings, making these calls some of the most profitable touches in the booking funnel.
At Topaz Services, we help hotels capture every opportunity that comes through their phone lines. Our US-based reservation sales associates are trained not just to answer calls, but to convert them into bookings with confidence and care. We achieve conversion rates of over 70%, and our clients consistently experience exceptional ROI from direct voice reservations.
Technology-Backed Confidence
What sets Topaz apart? It’s the combination of people-powered service and technology-enabled performance. Our agents don’t just answer phones—they’re equipped with intuitive, real-time access to your cloud PMS, rates, and availability, allowing them to act as an extension of your team. Topaz can easily integrate with Stayntouch, SHR/Windsurfer, Vertical Booking, Opera OHIP, and Mews. These integrations and our technology empower our agents to deliver informed, seamless, and personalized service, building trust from the very first “hello.”
And when agents feel confident, callers feel it too. That’s why we prioritize both the agent’s experience and the guest’s experience. The result? Higher conversion rates, increased revenue, and guests who arrive already feeling like VIPs.
A Frictionless Guest Journey Starts with the First Contact
Today’s travelers are budget-savvy, digitally fluent, and hungry for personalization. Booking directly gives them access to flexible payment options, loyalty perks, and exclusive experiences they won’t find on OTA listings. However, all of that potential is lost if the guest can’t reach you or doesn’t feel well taken care of when they do.
Topaz Services ensures that every call is an opportunity, not a liability. From the moment a guest reaches out, we ensure they’re met with hospitality, clarity, and ease, creating a frictionless booking path and a strong foundation for loyalty.
Rethinking Revenue: It Starts with Connection
Direct bookings are one of the most powerful levers hotels have to enhance profitability, minimize distribution costs, and foster long-term guest value. But optimizing that revenue channel isn’t just about better digital marketing or offering the lowest rate—it’s about making sure every guest interaction is seamless, responsive, and conversion-ready.
Voice reservations are often overlooked in the digital-first playbook, yet they remain a vital piece of the revenue puzzle. With nearly half of calls going unanswered in some hotels, there’s a significant opportunity being left on the table.
By combining advanced technology with trained reservation specialists, Topaz Services bridges that gap, ensuring that every inquiry is treated like the revenue opportunity it is. In an industry where guest expectations and margins are both rising, aligning operational execution with revenue strategy has never been more important.
For hotels serious about growing direct bookings, strengthening guest relationships, and unlocking missed revenue, it starts with answering the call—literally and strategically.
Editor’s Note: At TCRM, we believe that maximizing revenue is a team sport, where pricing strategy, channel optimization, and operational responsiveness must work in concert. That’s why we’re proud to spotlight partners like Topaz Services, who help hotels capture voice channel revenue that others leave behind.
