Delivery of Customer Service » Making Reservations

What you'll learn this session

Study time: 30 minutes

The importance of reservation systems in travel and tourism
Different types of reservation methods and systems
Key steps in making effective reservations
How to handle special requests and requirements
Common reservation problems and solutions
How technology has changed the reservation process

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Introduction to Making Reservations

Reservations are a critical part of the travel and tourism industry. They allow customers to secure services in advance and help businesses manage their resources effectively. Making reservations is often the first direct interaction a customer has with a tourism business, so getting it right is essential for good customer service.

Key Definitions:

Reservation: An arrangement to have something (like a room, table, or ticket) held for someone's use at a future time.
Booking: The act of arranging for a reservation.
Confirmation: Written or verbal verification that a reservation has been made.
Itinerary: A detailed plan for a journey, including times, dates and places.

📅 Why Reservations Matter

For customers, reservations provide peace of mind knowing their accommodation, transport, or activity is secured. For businesses, reservations help with planning staff levels, managing inventory and forecasting revenue.

💲 Business Benefits

Effective reservation systems reduce no-shows, maximise capacity, create customer databases for marketing and improve cash flow through deposits and advance payments.

Types of Reservation Systems

The travel and tourism industry uses various reservation systems depending on the sector and size of the business. Understanding these systems is essential for anyone working in customer service.

📱 Manual Systems

Traditional paper-based systems or simple spreadsheets. Still used by small businesses like local B&Bs or tour guides.

💻 Computerised Systems

Software specifically designed for managing bookings. Examples include hotel Property Management Systems (PMS) and restaurant booking software.

🌐 Global Distribution Systems

Worldwide computerised networks that connect travel providers with travel agencies. Major systems include Amadeus, Sabre and Travelport.

The Reservation Process

Making a reservation involves several key steps. Whether you're working at a hotel reception desk or in a call centre for an airline, the basic process remains similar.

Step 1: Gathering Customer Information

The first step is collecting all necessary details from the customer:

Full name and contact details (phone number, email)
Dates and times required
Number of people
Type of service needed (room type, seat class, tour package)
Any special requirements or requests
Payment information (if required)

Step 2: Checking Availability

Once you have the customer's requirements, you need to check if what they want is available:

Search the reservation system for the requested dates
Identify suitable options that match their needs
If the exact request isn't available, prepare alternatives to offer

Step 3: Confirming the Booking

After finding available options and the customer makes their choice:

Enter all details accurately into the system
Process any required payments or deposits
Assign a booking reference number
Send confirmation to the customer (email, text, or printed)

Step 4: Managing the Reservation

The process doesn't end once the booking is made:

Record any updates or changes requested by the customer
Send reminders as the date approaches (if appropriate)
Prepare for the customer's arrival
Handle any cancellations according to policy

Case Study Focus: Premier Inn's Reservation System

Premier Inn, the UK's largest hotel chain, uses a centralised reservation system that connects their website, app and call centre. Customers can easily check availability across all locations, make bookings and manage their reservations online. The system also remembers customer preferences for future stays. During busy periods like school holidays, their system automatically adjusts pricing based on demand, a practice known as 'dynamic pricing'. This helps them maximise occupancy and revenue while giving customers flexibility in choosing when to book.

Handling Special Requirements

A key part of excellent customer service is accommodating special needs and requests during the reservation process.

🛠 Accessibility Needs

Many customers have specific accessibility requirements that must be noted during booking:

Wheelchair accessible rooms
Ground floor accommodation
Hearing or visual assistance
Special assistance for flights

🍽 Dietary Requirements

For bookings involving food service, it's essential to record:

Food allergies and intolerances
Religious dietary restrictions
Vegetarian, vegan, or other preferences
Children's meal requirements

Common Reservation Problems and Solutions

Even with the best systems, problems can occur. Good customer service means being prepared to handle these effectively.

❌ Overbooking

Problem: More reservations than available capacity.

Solution: Arrange alternative accommodation or service of equal or higher standard at no extra cost. Provide transport if needed.

🔁 System Failures

Problem: Computer system crashes or network issues.

Solution: Have backup systems and manual procedures ready. Keep customers informed about delays.

💭 Double Bookings

Problem: Same room/seat assigned to multiple customers.

Solution: Identify who booked first, offer upgrades or alternatives to the other party with appropriate compensation.

Technology and the Future of Reservations

Technology continues to transform how reservations are made and managed in the travel and tourism industry.

Current Trends

Mobile Bookings: More customers are using smartphones to make reservations on the go.
AI Chatbots: Automated systems that can answer questions and make simple bookings.
Voice Assistants: Systems like Alexa or Siri that can make reservations through voice commands.
Blockchain: Being explored for secure, transparent booking records.

Benefits of Technology in Reservations

24/7 booking capability without staff costs
Reduced human error in the booking process
Better data collection for personalised service
Integration across multiple platforms and services
Real-time updates and notifications

Top Tips for Making Effective Reservations

Listen carefully to understand exactly what the customer needs
Repeat back the details to confirm accuracy
Be clear about policies regarding deposits, cancellations and changes
Provide a written confirmation with all relevant details
Ask about special requirements rather than waiting for customers to mention them
Know your inventory so you can suggest alternatives if first choices aren't available
Follow up with reminders or additional information as appropriate

Summary

Making reservations is a fundamental skill in the travel and tourism industry. It requires attention to detail, good communication and knowledge of various systems. When done well, the reservation process sets the tone for a positive customer experience and helps businesses operate efficiently. As technology continues to evolve, the methods may change, but the core principles of good reservation management remain the same: accuracy, clarity and customer focus.

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