Travel Marketing Tips

Friday, 24 May, 2006 0

Have you ever wondered, ‘How effective is my marketing?’ Are you spending money to get ‘the word out,’ yet your sales aren’t what you would like?

Many in travel industry overlook the foundation of our business. Travel is a service industry.

Harry Beckwith, author of Selling the Invisible, says it best: ‘Before you write an ad, rent a list, or dash off a press release – fix your service.’

The following nine steps to customer service success will help tour organizers and operators, lodge and B&B owners, agents, and destinations achieve happy guests who will give you valuable testimonials, referrals and repeat business. Focus on improving these key steps and smile all the way to the bank.

The Nine Principles of Customer Service for the Travel Industry

1) Be a Good Listener – Most important, listen to your customers’ concerns and complaints, as well as their praise. Discover what it is they want. Well-written guest surveys are invaluable for getting feedback, testimonials, and referrals.

2) Exceed Expectations – Under-promise and over-deliver on a consistent basis with exceptional service. This is what they’ll remember and tell their friends about. It is amazing how small details can make a big impression. That first contact can set the tone and significantly impact a purchasing decision.

3) Practice Safety – Clients want to know the destination and activities are safe. They will feel more at ease during real or perceived risks if they have been educated about their new activities or environments in advance. Let them know that there is generally nothing to worry about if they respect the environment and heed your advice.

4) Provide Great Food – Guests must eat well, never be hungry, and have adequate water and drinks. If meal service is going to be delayed, provide a little snack to tide guests over.

5) Cater to Sleep Needs – Guests need and want comfortable and peaceful sleep. Make sure everyone is comfortable with his or her bedding. Separate late evening social areas from sleep areas by distance and/or trees or a hill. Hand out earplugs if necessary.

6) Think Comfort – Provide first world standards when possible. Bathroom breaks and bathing are important on a regular basis. Give people every opportunity for comfort: hammocks, beach chairs, portable toilets, whatever you can provide. Make sure everyone has adequate water, as well as appropriate clothing and footwear.

7) Be Sensitive to Capabilities – Never exceed physical or mental capacities of guests. Always ask groups and individuals if they are comfortable with the activity and exertion level before and during the activity. Be sensitive to the slowest as well as strongest in the group.

8) Be Fun – Make sure your staff is there for the guests and not for themselves. Good storytellers, jokesters, and musicians can distinguish your staff and company from other companies.

9) Provide Information – Assume that guests know little or nothing about their surroundings. Be prepared to talk about the plants, animals, birds, trees, fish, etc. Include information about local culture, economy, and history, too.

The best investment you can make is in your staff satisfaction, knowledge and motivation. I call staff your internal customers. How can they deliver excellent customer service if they themselves are not excited about your destination or company? Make your staff happy and your guest we’ll be happier too.

Plus as mentioned before, happier guests’ tip more, give more referrals and come back more frequently. Everybody wins!

By Tim Warren.
Since 1994, Tim has provided travel and tourism marketing, business and strategic planning, training, books, articles and professional development resources for the travel and industry travel associations (http://www.adventurebizsuccess.com)