Implementing online reservations at 10th Mtn. Division
By Ben Dodge, Executive Director, Tenth Mountain Division Hut System
[Editors note: Many hut systems struggle with clunky online reservations systems. Tenth Mountain Division Huts designed their own and have successfully upgraded it to handle online reservations. Thanks to Ben for this first piece in a series of “Operational Notes” to share hut management practices and innovations. — Sam Demas]
Tenth Mountain Division Huts decided in late 2013 to add the capability to book hut trips online, in addition to booking by phone. This decision was based on feedback received from hut visitors who stated their preference to book online because they were familiar and comfortable with online commerce, and to book anytime they wanted including evenings and weekends.
The intent was to integrate online booking so that it would be consistent with the website’s appearance and functionality, and integrate seamlessly with the current reservations software including back office functions. 10th Mountain was (is) fortunate that Evan Gull, the gentleman who wrote the software for its reservation program was willing to write the software for the online booking. Evan wrote the software and web design was provided by Patrick Essig, 10thMountain’s web designer.
The intent was, quite simply, to replicate the process that took place with phone reservations in terms of the information provided and its sequence. Everyone in reservations and membership participated in the process to “wire-frame” (sketch) the various components based on their experience. It was decided early on that it would be important to meet the needs/preferences of most visitors (90% – 95%) but not all. Credit, refunds, and discounts, for example, continue to be handled over the phone because it’s not cost-effective to design the software to do these things at this time.
It was decided to use email addresses as the unique identifier rather than usernames and passwords – again, to increase convenience. Associated improvements include:
revising and integrating electronic waivers (which had been available for many years, but now they could be required as part of the check-out process);
membership booking privileges; and
purchasing maps, guide books, and other retail items important to their trip at the one pay portal.
After quite a bit of internal and external testing, the site went live in early December 2014 and it was very well-received. Approximately half of all reservations are now completed online and more than half the revenue from user fees is coming in online. There have been no malfunctions of the site.
10th Mountain conducted manual screening of online reservations for the first several months to confirm that people were making good booking decision. Screening was gradually reduced to only multi-hut/multi-night trip. 10th Mountain continues to revise the content and the design of planning information available on its website to aid trip planning.
Customer service has improved in a couple ways: people can book on their own; and people who prefer to call in have a greater likelihood of getting through. This has not resulted in less staffing, but has allowed the crew more time to work on other projects that further 10th Mountain’s mission.
Participation in 10th Mountain’s lottery (held in March for the following winter season) increased by 15%. Overall hut use (relative to the same date one year prior) increased by 5%. Future improvements may include a more complete integration of the online store and a more convenient and productive way to accept donations.
by Ben Dodge, Executive Director, Tenth Mountain Division Huts, ben@huts.org