The word script puts people off because it suggests reading aloud. The scripts that convert are structures: a reliable order of moves that leaves room for a real conversation. They work for consultants and they work for voice agents, because both need the same thing — a clear path from hello to a booked trip.
A script is a structure, not a monologue
Four moves, every time: open and set expectations, discover what the traveller actually wants, recommend something specific, and close with a next step. Each move has a purpose and a handful of phrases that work; none of them should be recited.
Discovery questions that do the heavy lifting
Open questions first, then narrowing ones. 'Tell me about the trip you have in mind' surfaces the things a form never captures — the anniversary, the nervous flyer, the teenager who needs wifi. Follow with the practical set: dates, flexibility, who is travelling, budget range, what would make it a disappointment.
Handling the 'I'm just looking' caller
Most callers are. Do not push for the booking; push for the next conversation. Offer to send two or three options by email, hold a price where you can, and book a specific time to talk again. A callback with a name on it converts far better than 'call us when you're ready'.
Measure the script, then change it
- Conversion by stage: how many calls reach a recommendation, how many reach a close
- Talk ratio: the traveller should be speaking at least half the time during discovery
- Drop-off points: where callers end the conversation
- Time to first recommendation
The same structure works for AI
A voice assistant should follow exactly the same four moves, and you should QA its transcripts against the same metrics. The advantage is consistency: once the structure is right it is right on every call, at 2 a.m. as well as 2 p.m.
Great scripts are heard as conversations. The structure is invisible; the outcome is not.
