To think that the days of traditional reservations agents are dead is both exactly right and exactly wrong .

Technology may be moving at break-neck speed , but the trusted voice channel is still alive and well . The phones still ring — a lot . Over half of reservations are still booked via the phone , but it ’ s all more efficient now that travelers do much of their research online ( much of it via a mobile device ) before calling . Travelers are also keen on mobile click-to-call capabilities with 52 % reporting they will call directly from a search to make a hotel reservation , 50 % saying they will call to inquire about promotions via clickto-call , and 65 % reporting they will use it to make changes to their reservation ( The Role of Click-to-Call in the Path to Purchase ).

62 ILHA