In the ever-evolving tourism industry, chatbots have emerged as a powerful tool for enhancing customer service and driving online sales. While the time-saving benefits of chatbots are substantial, another crucial aspect that businesses often ponder is the return on investment (ROI) that can be achieved through their implementation. In this article, we will delve into the ROI of tourism chatbots, highlighting their conversion potential and explaining how to calculate the ROI based on key statistics.
One important statistic to consider is the conversion rate of chats into bookings. On average, 10% of chats result in a successful booking. This means that chat interactions have a significant impact on the overall sales generated by a tourism company. By providing personalized recommendations, answering customer queries promptly, and offering a seamless booking experience, chatbots play a pivotal role in driving conversions and increasing revenue.
Approximately 40% of chat enquiries occur outside of traditional business hours, which are typically 9 am to 5 pm. This statistic highlights the importance to tourism businesses of providing round-the-clock customer support. By leveraging chatbots, businesses can ensure that potential customers receive immediate assistance, even during non-business hours. This availability significantly improves customer satisfaction and enhances the chances of converting enquiries into bookings.
To determine the ROI of a tourism chatbot, follow these steps:
Step 1: Estimate the number of chats you can expect to receive per month. Currently, the average number of website visitors that interact with chat sits at around 1.5% so we will use this as a starting point, however, many operators experience up to 3% of website visitors chatting.
Number of website visitors/month X 0.015 = Approx number of website chats per month
Step 2: Determine the percentage of chats that will convert to bookings. As mentioned earlier, the average conversion rate is around 10% so we will use that here, however, it can get as high as 40% for some operators.
Number of website chats per month X 0.10 = Approx number of chatbot-generated bookings/month
Step 3: Determine the average price of an online booking for your business. This information can be found in your reservation system or you can make an educated guess from your knowledge of your audience.
Step 4: Multiply the number of chatbot-generated online bookings by the average price of an online booking to calculate the total revenue generated through chat interactions in a month.
Average price of an online booking per month X Number of chatbot generated bookings per month = Total revenue generated by chatbot per month
Step 5: Calculate the ROI by subtracting the monthly subscription fee from the total revenue generated. Divide the result by the monthly subscription fee and multiply by 100 to obtain the ROI percentage. (note that USD pricing has been used for this article)
Up to 40 chats per month
((Total revenue generated by chatbot per month - 90)) / 90) X 100 = ROI
Up to 80 chats /month
((Total revenue generated by chatbot per month - 150)) / 150) X 100 = ROI
Up to 200 chats/month
((Total revenue generated by chatbot per month - 300)) / 300) X 100 = ROI
Up to 500 chats/month
((Total revenue generated by chatbot per month - 450)) / 450) X 100 = ROI
Let's consider a tourism company that receives 100 website chats per month, resulting in an estimated 10 chat influenced online bookings (10% conversion rate). The average booking cost of their tours or experiences is $100. Assuming a monthly subscription fee of $300 for implementing and maintaining the chatbot, the calculation would be as follows:
10 bookings X $100 (average cost) = $1,000 (total revenue generated)
ROI = (($1,000 - $300) / $300) * 100 = 233%
In this example, the tourism company achieves an ROI of 233%, indicating that their investment in the chatbot significantly outweighs the cost and yields substantial returns.
The ROI of tourism chatbots is a crucial consideration for tourism businesses looking to optimize their financial performance. By effectively converting a portion of chat interactions into bookings, chatbots prove their value in driving online sales and revenue growth. The ability to provide prompt assistance outside of traditional business hours further enhances their conversion potential. By implementing chatbots and capitalizing on their conversion and revenue-generating capabilities, tourism companies can unlock significant financial benefits. Investing in chatbot technology not only improves customer service and operational efficiency but also yields substantial returns on investment. Embracing this innovative tool can propel businesses forward in the competitive tourism industry, leading to increased profitability and sustained success.
