Legal Disclaimers for Travel Call Campaigns
Travel Call Conversion Benchmarks
Benchmarking travel pay per call performance is very destination and product type specific. Thus luxury cruise consultations average 4.2 minutes with a conversion to booked sailings at 22%. In contrast, mainstream cruise enquiries will have lower average call lengths of 2.8 minutes but will have a much higher conversion of 31%. This has mostly to do with the simpler nature of the purchase decision. For all inclusive resorts, 28% of their conversions occur during winter peak months, and only 19% conversion rates are recorded during the summer months, reflecting different traveller mindsets. African safari operators boast the longest average call durations at 7.1 minutes because the itineraries are complicated and thus require longer planning times, while luxury properties achieve conversion rates of 18%, compared to 12% for value oriented ones. The best comparisons are those that consider your performance against similar destinations and travel styles rather than against general industry averages.
Measuring Against Industry Standards
Advanced travel call centers are very different from the usual call center; they definitely have advanced and nuanced metrics apart from recording conversion rates. For example, booking value per call is a true measure of the campaign ROI because luxury tours’ connection average is 1,200 compared to that of 380 for standard packages. Call quality scores measure both sales effectiveness and travel accuracy for a better picture than conversion tracking alone. Cruise lines, for instance, measure upgrades in cabin categories per call to check for upselling and resort operators track attachment rates for amenity packages. The most advanced benchmarks consider seasonality and booking windows because a 15 percent conversion at wave season may actually outperform a 20 percent rate during off peak months when average booking values are held constant. It is also important to check the sources and method of the benchmarks as this varies significantly across various flight centers for different demographic categories and travel segments.
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