Abama Hotels

About Abama Hotels

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Abama Hotels is a luxury vacation resort in Tenerife that combines accommodations, fine dining, leisure, sports, and wellness into a comprehensive, high-end experience. More than just a hotel, it offers an ecosystem of experiences designed for travelers seeking privacy, exclusivity, and highly personalized service.

The resort features two 5-star properties: Las Terrazas de Abama Suites, with a tranquil concept centered on modern suites, and Los Jardines de Abama Suites & Villas, which focuses on privacy, villas with private pools, and suites. Its offerings are rounded out by a wide range of dining options, golf, tennis, padel, wellness, and family-friendly services such as Kids Camp, solidifying its position as a leader in the luxury vacation segment.

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The challenge

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Abama Hotels had a clear goal: to exponentially increase the contact center’s share of its direct sales and make it an increasingly strategic channel compared to other distribution channels. The objective was not merely to handle more calls, but to transform the contact center into a channel for customer acquisition, consultation, and conversion capable of delivering the level of service expected of a luxury product.

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To do that, I needed:

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• Prevent missed calls and lost business opportunities during periods of high demand.

• Boost telephone conversion rates with agents who specialize in the Abama product.

• Provide service that delivers a premium experience, starting from the very first interaction.

• Respond more quickly to markets that are more price-sensitive and have shorter booking lead times.

The challenge was to transform the contact center into a skilled extension of the hotel's sales team—one that was flexible, efficient, and focused on direct sales.

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The solution

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Roiback implemented the Contact Center Overflow service—offered by thinkIN—for Abama Hotels with a comprehensive approach: not just as a call center service, but as a tool to drive conversions, strengthen the brand experience, and increase the importance of the direct channel.  

The solution helped supplement the hotel's in-house staff during periods of high demand, ensuring continuous, specialized service focused on direct sales.

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The strategy was based on four key drivers:

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• Backup coverage during peak times
  Specialized support when the in-house team could not handle the full volume of calls.

• More efficient international lead generation
  Launch of a dedicated line for the UK market, with direct call forwarding and overflow to the Contact Center.  

• Reduced friction in the booking process at
  Implementation of the "Call Me Back" button on the website to make it easier to contact interested users and prevent them from abandoning the site.  

• Greater focus on conversion
  Tracking pending reservations, extending the follow-up window from 24 to 48 hours, along with ongoing training and mentoring for agents.

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As a result, the Contact Center evolved from a support resource into a commercial extension of the resort, capable of serving, advising, and closing deals with the level of service required by a luxury hotel experience.

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Results

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The implementation of the Contact Center Overflow service had a very positive impact on Abama Hotels' key performance indicators.

The results reflect a significant improvement in both volume and operational efficiency:

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In addition, the Customer Satisfaction Index stood at 4.79 out of 5, with an 18% response rate to satisfaction surveys, confirming the perceived quality of the service.

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These figures demonstrate how a specialized, flexible, and conversion-oriented contact center model can serve as a key driver for accelerating growth in the direct channel, especially for high-value hotel products where personalized service is crucial.

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