How Hotels and Guesthouses Use Multiple Local Phone Numbers

For hotels, guesthouses, and B&Bs, the phone remains one of the most powerful booking channels. Industry data shows that phone calls convert at close to 50% — dramatically higher than website booking engines — and generate up to six times more revenue per channel when properly managed. Yet up to 40% of incoming calls to hospitality properties go unanswered.

At the same time, the UK's PSTN switch-off in January 2027 means every property relying on traditional copper phone lines needs to move to a digital alternative. Virtual local numbers offer a solution that addresses both challenges: better call handling today and future-proof phone infrastructure for tomorrow.

The Direct Booking Imperative

Online travel agencies (OTAs) like Booking.com and Expedia currently hold around 55% of the hotel booking market. For every reservation made through an OTA, the property pays a commission of 15% to 25% of the room rate. On a £120 per night room, that's £18 to £30 lost on every booking.

Direct bookings — whether through a property's website or by phone — eliminate that commission entirely. UK hospitality saw direct bookings grow by 7% year-on-year in 2025, driven by brand loyalty and the desire to deal directly with the property.

The phone plays a central role in this. Guests call for reasons that websites can't easily handle:

• Complex enquiries Multi-room bookings, accessibility requirements, pet policies, wedding party blocks, and special occasion arrangements all benefit from a human conversation.
• Upsell opportunities A phone conversation allows staff to suggest room upgrades, dinner packages, spa treatments, or late checkouts — driving ancillary revenue that OTA bookings rarely capture.
• Building the relationship early The guest experience begins with the first phone call. A warm, professional voice answering a local number sets the tone for the entire stay.

Why Local Numbers Matter in Hospitality

Hotels and guesthouses are inherently local businesses. Guests choose accommodation based on a specific destination — a weekend in the Cotswolds, a business trip to Manchester, a family holiday in the Lake District. The phone number a property displays is part of the location signal.

For independent hotels, boutique properties, and guesthouses, a local area code is particularly important. It tells the guest that when they call, they'll likely speak to someone at the property who knows the area, can recommend restaurants, and can describe the room they'll be staying in. That personal, local touch is exactly what differentiates independent properties from faceless booking platforms.

Research consistently shows that people are far more likely to answer and make calls to local numbers than to non-geographic or mobile numbers — a critical factor when you need to confirm bookings, chase deposits, or communicate check-in details.

Using Multiple Numbers for Multiple Properties

Hotel groups and owners with properties across different locations face a specific challenge: each property needs to appear local to its own destination, while the business may be managed centrally.

Consider a small hotel group with three properties:

Each property has its own local number that guests see on the website, directory listings, and Google Business Profile. But all three can route to the same central reservations team during office hours, with overflow to the property manager's mobile at other times.

Separate Numbers for Different Departments

Larger hotels and properties with multiple services benefit from using different local numbers for different functions. This improves call routing and provides clearer data on enquiry sources.

Each number uses the same local area code, reinforcing the property's location. Calls are routed to the right team immediately, reducing the frustrating experience of being transferred between departments. And each number's call history shows exactly how many enquiries each department is receiving — valuable data for staffing decisions.

Tracking Seasonal Campaigns and Marketing Channels

Hospitality marketing is highly seasonal. A Lake District hotel runs different campaigns for half-term family breaks, autumn walking weekends, and festive Christmas packages. Virtual numbers make it possible to measure which campaigns generate phone bookings.

Never Missing a Booking Call

With phone bookings converting at nearly 50%, every missed call is potentially a lost reservation. For a guesthouse or small hotel without dedicated reception staff, managing calls during busy check-in periods, housekeeping rounds, or simply when the owner is off-site can be a real challenge.

Virtual numbers come with call handling features designed for exactly this situation:

• Call forwarding If the front desk doesn't answer within a set number of rings, the call automatically forwards to a manager's mobile, a duty manager, or even an external call answering service. The guest never hears an empty ring.
• Time-based routing Route calls differently at different times. During the day, calls ring the reception desk. After 10pm, they go to a night manager's mobile or to a voicemail with check-in instructions and an emergency contact number.
• Voicemail to email When no one can answer, a professional greeting invites the caller to leave a message. The voicemail is emailed as an audio file, so the reservations team can listen and call back promptly — even from a mobile phone between tasks.
• Call distribution Ring multiple team members simultaneously or in sequence. If the receptionist is busy at check-in, the call cascades to the reservations manager, then to the duty manager. Someone always picks up.

Preparing for the 2027 PSTN Switch-Off

The UK's Public Switched Telephone Network (PSTN) — the traditional copper phone line infrastructure — will be permanently switched off on 31st January 2027. For hotels and guesthouses that still rely on analogue phone lines, this is a deadline that cannot be ignored.

The impact goes beyond just the reception phone. Many hospitality properties have PSTN-dependent systems including:

Virtual phone numbers operate over the internet, not over copper lines. By moving your property's main booking numbers to virtual local numbers now, you eliminate one of the biggest PSTN dependencies well ahead of the deadline — with no disruption to guests or existing marketing materials.

Real-World Scenarios

Getting Started

Setting up virtual local numbers for a hotel or guesthouse is straightforward:

The Bottom Line

Phone calls remain the highest-converting booking channel in hospitality. For hotels, guesthouses, and B&Bs, every unanswered call is a potential direct booking lost to an OTA — along with the 15–25% commission that goes with it.

Virtual local numbers give hospitality businesses the tools to capture more of these bookings: professional local presence in every destination, intelligent call routing so no enquiry goes unanswered, clear data on which marketing drives phone bookings, and future-proof infrastructure ahead of the 2027 PSTN switch-off.