Different types of Tourists

In the hospitality industry, you will be introduced to a lot of different people. As tourists, they become your customers. Certain businesses cater for certain types of tourists. Travelling Mystery Guest helps you to identity the different tourist types, which assists you in understanding the requirements.

  1. Incentive tourists:

This group includes people who didn’t initially plan on visiting your destination For example, a worker has accomplished his sales target and he is rewarded with a dinner for two. Since they had no intention of coming to you, they won’t particularly have a set expectation. This is a good opportunity to wow a customer. These people view this rewards as inspiration to work harder, and therefore it could be a good idea to build customer loyalty by adding a personal sentiment to their experience. Example: a bottle of wine with a personalized congratulations message.

  1. Business tourists:

These people travel purely for business reasons. If you manage an accommodation service and you want to lure business travelers, providing them with conference rooms is probably the best way. Bring their work place to where they are staying rather than being dependent on meeting facilities near you to bring in customers. When you have facilities available, offer them everything they may need. Water and juice in the room, lunch at a specific time and any other service they might require. These people are not specifically there to enjoy luxury but they don’t want to struggle while they are busy working. Try and provide as much as possible, especially transport and internet services.

  1. Leisure tourists:

This group is on holiday purely for relaxation and luxury. When accommodating some of these travelers, it would be a golden opportunity to up sell all the services your business provides. If you don’t have a spa or relaxation facilities, be sure to equip these visitors with enough information of where they can find them. Don’t fuss around these customers, but be sure to provide them with everything they might need. It would be good to offer them something extra, for example, drinks served by the pool.

  1. Sport or recreation tourist:

These tourists either take part in sports or they are there to watch sports. When you are aware of a sports event near you and the customers have informed you that they will be attending, it could be a good opportunity to provide some extra services. They might be returning at a late hour or leaving early in the morning. Ask them if they have any special preferences, for example food at a certain time. Also try to take part in their experience by wishing them luck or saying you hope they enjoy the event.

  1. Special Interest Tourist

This group is visiting because of a certain passion. It will be good to stay informed about events near your destination and interests in your location. For example, people who are staying at your lodge during a bird watching trip. This tourist type often plans their travelling very well, so you might be informed about their activities before they arrive. Always accommodate their arrival time and the reason they are visiting. As with sport tourists, you can take part in their trip by asking about their experience.

Written by: Alicia Redelinghuys 

Resources:

The different types of tourists in tourism industry, online, accessed 10/02/2017, also available at www.hotelresortinsider.com

 

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10 Steps to creating your own customer journey map

Do you sit with information about your guests, but you don’t know how to use it? Do you sometimes wonder which areas of service you should focus on? We’ve got the solution for you!

Customer Journey Mapping

Customer Journey Mapping

A customer journey map is a tool which will assist you in identifying what your customers experience at your establishment, what their likes and dislikes are, and which areas of customer service you should focus on. It’s something that any company in the tourism and hospitality industry should spend time on, as that is the one thing that will help you to get to know your customers better. You will be able to identify the different touch points between the guest and your establishment and the guest’s experience at each touch point. The ideal get-to-know-your-guest tool.

Here are ten easy steps put together by Travelling Mystery Guest to assist you in creating your own basic customer journey map. This map can become quite intense if you really put some effort into it – the steps below are just some guidelines to put you on the road: (PS – we also offer workshops on this topic. Contact us for bookings.)

  1. Before you start jotting down the map, you need to have a meeting with all relevant stakeholders of the business in order to decide which questions need answering, which business decisions you’re facing and what you hope to learn from the map. Then decide on a framework to work from. With the different touch points as a framework, you will be able to identify all the different areas where guests interact with your establishment during their customer journey.
  2. Gather intelligence. This part is the difficult part, as this is where you need to gather as much data as possible in light of your objectives. If you want to know which social media pages your guests prefer to use, you will need to do online research, interview your guests, delve through previous surveys that has been done and observe followers online. It is also here where you need to identify your different target markets, i.e. business tourists, leisure tourists, kids, etc.
  3. Put the information that you’ve gathered in a visual form. Remember: You need to visualize it from your guest’s perspective – focus on what the guest is doing, thinking, feeling, interpreting and buying. These will eventually form your touch points on the map.
  4. List general patterns that are relevant to the specific guests’ journey through your establishment (i.e. they mostly book via a travel agent, they mainly eat breakfast very early in the morning, they always ask for two point plugs, they usually book single rooms, etc.)
  5. Now identify additional journeys that represent other types of guests (i.e. the journey of a business guest and the journey of a leisure guest) and repeat steps 1 – 5.
  6. Identify areas where the customer journey between different target markets starts to differ. Also identify the “road blocks” that impact different customer groups in different ways.
  7. Add moments of truth (detailed interactions) at each touch point. For example: At the touch point, Company Website, the moment of truth would be that the website needs to provide ample information, needs to lead customers to additional pages like Facebook and the blog, needs to be easy to navigate, etc. These are things a guest would expect from your website. It will shape their perception of your establishment and perhaps even convince them that they need your service.
  8. From the moments of truth, you need to identify the areas where your company is not living up to standard. Spot the areas where you see opportunities for better engagement with your guests.
  9. After looking at the current customer journeys of your different target markets, now also create a map of the ideal customer journey. Ask yourself where the opportunities lie to exceed your guests’ expectations.
  10. Socialize your map with the relevant stakeholders. Consider the differences between the current customer journey map of your establishment and the ideal customer journey map and from there develop a road map for improvement. Be sure to include all relevant departments of the business in this map discussion in order to ensure that everyone understands the mission: exceeding customer needs.

Thanks to my sources: Antje Helfrich and Marc Steiner from Openview.