An Automated Call Distributor, commonly known as ACD, is a telephony system that automatically routes incoming calls to the most appropriate and available agent. In hotel operations, it is primarily used in the Reservations or Central Reservations Office to distribute incoming booking calls efficiently.
Instead of calls ringing randomly or manually being transferred, the ACD system manages call flow based on predefined rules such as agent availability, skill level, language preference, or call priority.
Why It Matters in a Hotel
Telephone enquiries are a major source of direct revenue. Poor call handling leads to lost bookings.
An ACD system helps the hotel to:
• Reduce call waiting time
• Distribute workload evenly among agents
• Improve response time during peak hours
• Track performance metrics such as call volume and conversion rates
• Enhance guest experience from the first point of contact
Without an ACD, calls may go unanswered, ring excessively, or overload certain team members while others remain idle.
Real Hotel Scenario
During a promotional campaign, a hotel launches a weekend special offer.
Within minutes:
• Multiple guests begin calling to inquire about rates
• The Reservations team has five agents logged in
• Two agents are already handling calls
The ACD system automatically routes new incoming calls to the next available agents. If all agents are busy, callers are placed in a queue with a recorded message.
The Reservations Manager can later review reports showing call duration, abandoned calls, and conversion ratios to evaluate team performance.
Related Departments
• Reservations
• Front Office
• Sales and Marketing
• Revenue Management
• IT and Telecommunications
Practical Tip
Monitor abandoned call rates regularly. A high abandoned call percentage often indicates understaffing during peak periods or inefficient call routing settings.
An ACD is not just a technical tool. When properly configured, it directly influences revenue performance and guest satisfaction.
