How travel and tourism organisations serve customers and meet their needs

Welcome to the World of Customer Service!

In the Travel and Tourism industry, the "product" isn't just a plane ticket or a hotel room—it is the experience. To make that experience great, organisations must understand exactly who their customers are and what they need. In this chapter, we will look at how businesses serve two very important groups: the people who pay for the holiday (external customers) and the people who make the holiday happen (internal customers).

Think of a hotel like a theater show. The external customers are the audience watching the play, and the internal customers are the actors, directors, and stagehands working together behind the scenes. If the actors aren't happy or trained, the audience won't enjoy the show!

1. External Customers: The Guests

External customers are the people who visit or use the services of a travel and tourism organisation. They are "outside" the company and pay money for the services.

Types of External Customers

Not every traveler wants the same thing. Organisations must categorise them to provide the best service:

1. Families and Individuals: This includes everyone from a solo backpacker to a large family reunion. Different age groups have different needs. For example, a toddler needs a high chair, while an elderly traveler might need a room on the ground floor.
2. Groups: These are people traveling together, such as educational groups (school trips) or hobby clubs. They usually need group discounts and a single point of contact.
3. Visitors with Language and Cultural Differences: Travelers from other countries may not speak the local language or may have specific cultural customs regarding food or behavior.
4. People with Specific Needs: This is a very important group. It includes:
    • Mobility and Access: People using wheelchairs or walking frames.
    • Sensory: People with visual or hearing impairments.
    • Dietary: People with allergies, or those who eat Halal, Kosher, or Vegan diets.

Meeting the Needs of External Customers

To keep these customers happy, organisations must provide:

• Products and Services: This includes the main product (the flight) and ancillary products (the extras, like travel insurance or car hire).
• Information and Advice: Customers need to know "What time does the bus leave?" or "Is this water safe to drink?"
• Assistance: Helping a traveler with heavy bags or showing someone how to use the self-check-in kiosk.
• Problem and Complaint Resolution: If a room is dirty or a flight is delayed, the organisation must fix it quickly and fairly to keep the customer's trust.

Quick Review: External customers are the "outside" visitors. They need the right products, clear info, help when they ask, and fast fixes when things go wrong.

Memory Aid: Remember the "Three A's" for external needs: Advice, Assistance, and Ancillary products!

2. Internal Customers: The Team

This is a concept that sometimes confuses students! Internal customers are the people who work within the industry. To provide great service to a tourist, the staff must first provide great service to each other.

Types of Internal Customers

• Staff Members: This includes your colleagues (people at your level), supervisors, and managers. If a chef doesn't "serve" the waiter by cooking the food correctly, the waiter cannot serve the guest!
• An Organisation’s Suppliers: The laundry company that brings clean sheets to a hotel is an internal customer. They need clear instructions and respect to do their job well.
• Staff of Partner Organisations: Think of an airport. The people working in the duty-free shops or the security guards are internal customers of the airport itself.

Meeting the Needs of Internal Customers

If an employee's needs aren't met, they will likely give poor service to the tourists. They need:

• Safe Working Environment: No one can work well if they feel they might get hurt. This includes proper safety gear and clean facilities.
• Training Appropriate to Job Role: You can't expect a receptionist to use a complex booking system if nobody showed them how it works!
• Knowledge of Procedures: Staff need to know the "rules of the house"—how to handle a fire alarm, how to dress, and how to check in a guest.
• Motivation: This is what keeps staff smiling. It comes from:
    • Job Satisfaction: Feeling proud of their work.
    • Incentives and Rewards: Bonuses, "Employee of the Month" awards, or extra time off.
    • Respect: Being treated kindly by managers and colleagues.

Don't worry if this seems tricky at first! Just remember: Internal service is the "fuel" that makes the external service "engine" run.

Did you know? Many top hotels have a "Staff Canteen" that is just as nice as the guest restaurant. Why? Because they know that if staff feel valued, they will treat guests better!

Summary Takeaways

• External Customers are the paying public. They have diverse needs based on age, culture, and physical ability.
• Internal Customers are the employees and partners. Their needs include safety, training, and motivation.
• Common Mistake to Avoid: Don't think of "internal customers" as just "employees." Remember that suppliers (like the food delivery truck driver) and colleagues are also internal customers!

Quick Quiz Prep:

Question: Why does a tour guide need "knowledge of procedures"?
Answer: So they can perform their duties safely and meet the organisation's standards, which ensures a consistent experience for the external customer.