If you're like most hotel marketing and revenue leaders, chances are that one of your major near-term strategic goals is to drive more direct bookings and thus reduce the costs of customer acquisition. Certainly, this strategy calls for finding ways to drive traffic to your website and make it easy for them to book there right now. However, while many guests will book online, others prefer to first speak directly with a credible reservations agent. Generally, the higher the rate, the longer the stay, and the more they guest has a personal interest in the visit (such leisure guests) the more likely they are to call.