From Missed Calls to a 30% Increase in Direct Revenue: The Case of Abama Hotels

How Strengthening the Contact Center During Peak Season Can Help Increase Sales Without Overwhelming the Team

During peak season, the phone rings more often. But the hotel staff can't always handle everything: reservations, changes, emails, internal requests, guests on-site, and new opportunities all coming in at the same time.

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And that’s where the risk lies: every missed call could mean a lost direct booking. Capitalizing on the “momentum” when the customer is ready to book is key.

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Through thinkIN, Roiback offers a service specialized in the hospitality industry, with agents trained in hotel call handling, industry-specific technology, and multilingual capabilities. The Contact Center Overflow service automatically routes calls that the hotel cannot handle to a specialized team, preventing the loss of sales opportunities.

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Abama Hotels, a luxury vacation resort in Tenerife, wanted to strengthen the role of the Contact Center within its direct sales strategy and turn it into a more strategic channel—not just for handling calls, but for providing better advice, driving more conversions, and delivering an experience aligned with its premium positioning. The result? We’ll tell you all about it below:

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The Challenge Facing Hoteliers During Peak Season

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During peak demand periods, hotels are faced with a high volume of calls and are limited by the staff they have on hand. In practice, this means leaving revenue untapped when customers are most likely to make a purchase.

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Many hotels face situations like these:

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  · Thereservations team cannot answer all calls in real time.

  · Customerscall before making a reservation because they have questions they need answered.

  · International marketsrequire a quick response.

  · Someusers leave the website because they don't want to wait.

  · There arepending budgets or reservations that no one has time to keep track of.

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At a premium hotel like this one, a call is more than just an inquiry. It could be a family looking for a villa, an international guest comparing options, or a high-value booking that needs one last push to close the deal.

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The Solution: Contact Center Overflow

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Roiback implemented the Contact Center Overflow service, provided by thinkIN, for Abama Hotels to supplement the in-house team during periods of high demand.  

The idea was simple: when the hotel doesn't follow through, the Contact Center steps in to ensure the opportunity isn't lost.

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The service helped:

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 · Answercalls during peak times.

  · Better meetinternational demand.

  · Reducefriction with the " Call Me Back" button.

  · Followup on pending reservations.

  · Improve conversion rates for phone calls.

  · Provideservice consistent with a luxury experience.

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Is it right for my chain?

This service may be particularly relevant if:

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 · You manageseveral properties.

 · You experienceseasonal spikes in call volume.

 · You operatein international markets.

 · Do you wantto increase direct sales without expanding your workforce?

 · Detectsmissed or abandoned calls.

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Real-life examples for any hotel

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1. That Monday in July when everything happens at once

The team is handling emails, booking changes, and customer calls. New inquiries for August are coming in, but there isn't enough capacity to respond to all of them.

With a good contact center overflow service, those calls aren't lost—they're routed to agents who are prepared to handle them, qualify leads, and maximize conversion rates for hotels.

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Result: More opportunities addressed without overburdening the internal team.

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2. Customers who need help before booking

A guest calls because he isn't sure whether to choose a suite or a villa. He is traveling with children, wants privacy, and needs to know what services are included in the stay.

The agent not only responds, but also provides advice, makes recommendations, and highlights the benefits of booking directly.

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Result: A well-handled call can lead to a higher-value reservation.

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3. The International Market That Doesn't Wait

Abama launched a dedicated line for the UK market, with calls routed directly to the hotel and overflow handled by the Contact Center.  

If a British customer calls after seeing an ad campaign and no one answers, they’ll likely continue shopping around or end up booking with a competitor. With overflow, calls are answered at the moment when the customer’s intent is strongest.

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Result: greater ability to attract international demand.

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4. A user who leaves the website because of a question

With the "Call Me Back" button, customers can request a call back if they don't want to wait or need to ask a question before making a reservation.

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Result: fewer abandoned carts and more recovered leads.

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What KPIs Can the Hotel Measure?

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The value of a service is best understood when measured using clear indicators. For example:

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 · Total numberof calls handled

  · Reservationsgenerated by the Contact Center

  · Impacton total revenue

  · Future Production

  · Customer satisfaction

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In the case of Abama Hotels, the results were:

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The key: trained agents and applied technology

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Success doesn't just depend on answering more calls. It depends on answering them better.

That's why the Contact Center team worked with:

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  · Individual mentoring of agents to improve closing rates and quality.

  · Ongoing training on the booking engine, payment methods, and new features.

  · AI-powered automated coding to better understand the reasons for lost sales.

  · Smart IVR, which routes each call to the appropriate agent.

  · "Call Me Back" button, to capture users who don't want to wait.

  · Market-specific strategies to strengthen international campaigns.

  · Generative AI applied to the hospitality industry, with solutions such as StayTalks, the conversational AI that is transforming hotel contact centers to automate processes, assist agents, and improve the quality of every interaction.

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Your chain could be the next success story

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The case of Abama Hotels shows that contact center overflow services are not just a solution for “taking calls.” They are a way to protect revenue during peak season, bolster the in-house team, and turn the phone into a true direct sales channel.

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Because when demand rises, the challenge isn't just to generate more interest.
It's about having the ability to address it, work on it, and convert it.

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During peak season, every call counts. And if managed well, it can become a hotel reservation center.

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