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click to call. A strategy and a technology that places a link in a search engine result displayed on a mobile device such as a smartphone that allows the user to immediately place a telephone call to the advertiser.
The strategy is used in the hotel industry in an effort to secure bookings directly with the hotel, before the customer has a chance to book through a third party, which would result in reduced revenue for the hotel.
In context . . .
"Clearly, hoteliers can benefit by offering click-to-call as an option for customers to quickly and easily connect with the hotel to make a reservation. As customers reach the critical booking phase, click-to-call makes the process of contacting a hotel simple and fast."
- John Smallwood, CEO, Travel Outlook
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