Case Study: All-Inclusive Resort Call Conversions
Luxury Travel Call Conversions
A boutique safari operator focused on African luxury vacation experiences substituted its dying brochure request program with pay per call marketing. Higher intent travelers willing to discuss itineraries right away were attracted through destination oriented call campaigns requiring numbers like 1 800 VICTORIA FALLS. The company instilled their call specialists with consultative selling techniques, generating an average call length of 14 minutes for serious inquiries. Managers were able to use real time call monitoring to step in where high value opportunities for, say, multi generational family trips or milestone celebration journeys became apparent.
High-Touch Booking Experience
The unique practice of the travel company was to send post call video messages from safari guides, cementing the personal connection made during the call. Another unique practice included dynamic offer presentation, tailoring package upgrades on demographics of the caller and browsing history. Over six months, the campaign generated 428 qualified calls that led to 265 bookings worth $2.1 million. The pay per call model converted at 62% versus just 8% from the web inquiry form, proof that travelers prefer personal consultation when facing such complex and high value trips.
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