We have spoken about putting ourselves in the shoes of our visitors.
Well, consider an independent traveller family driving past your destination later than they expected. They are tired and just want to get to bed and get over a frustrating day. They stop at the tourist information office and are dismayed to find no guidance on available accommodation. They drive on, hoping for better information at the next town, and bearing a poor brand impression of your town. They may even have posted their frustration with your town.
It is important that you call your tourist information office every day between 15h30 and 14h30 to update them on the rooms you have available at your establishment.
Imagine yourself arriving late with an irritable partner and screaming kids. Make sure you let them know about your availability. When they arrive, deal with them with empathy regarding their tough day and turn them into your promoters.