Part 2

Teamwork in Travel and Tourism

All travel and tourism organizations strive to ensure effective teamwork among their staff. A cohesive and happy team enhances the company's image and boosts efficiency, leading to greater commercial success through customer satisfaction.

Customer-Facing Roles

A customer-facing role involves direct interaction with customers. Customer expectations vary based on the role of the staff member.

  • Cabin Crew: Customers expect a friendly welcome, efficient service (drinks, food), and highly trained crew capable of handling emergencies. They do not want to be hassled with sales during the flight.

  • Hotel Receptionist: Customers expect a friendly, queue-free welcome, information about the hotel and its facilities, and prompt handling of requests (restaurant bookings, room issues, upgrades).

  • Travel Agent: Customers expect the agent to have product knowledge, provide holiday/transport recommendations, be efficient, accurately record details, and correctly calculate costs.

Friendly professionalism is essential in any customer-facing travel and tourism role.

Customer Communication, Expectations, and Satisfaction

To deliver excellent customer service, organizations must identify their customers, understand their diverse needs, and provide suitable products and services.

  • Example: A tour operator offers different holiday packages/excursions for students (clubbing) and middle-aged couples (escaping cold weather). Similarly, a theme park needs to cater to the varying needs of young couples and families with children.

Different Types of Customers and Their Specific Needs

  • Individual: Requires a single room.

  • Family Group (2 adults, 2 teenagers): Requires connecting rooms.

  • Wedding Party: Requires group bookings and special services (e.g., catering).

  • Organized Tour Group: Requires efficient check-in and group dining arrangements.

  • Regular Traveler: Requires express check-in and loyalty benefits.

  • Inexperienced Traveler: Requires detailed information and assistance.

  • Customer Who Regularly Visits the Hotel: Requires personalized service and recognition.

Understanding Disability

Some customers have special needs that require additional and sensitive customer service:

  • Mobility problems (e.g., wheelchair users)

  • Hearing impairment

  • Visual impairment

  • Speech difficulties

  • Intellectual or cognitive impairments

  • Mental health or emotional problems

Avoid making assumptions about disabilities, as they may not be visible or may be temporary.

Legal and Ethical Obligations

Organizations must provide accessibility and high service standards to customers with disabilities, partly due to legal requirements under the Equality Act 2010. This act mandates businesses to anticipate the needs of customers with disabilities as much as possible. Furthermore, customers with disabilities are entitled to the same service standards as all other customers.

According to Scope, an estimated 13.3 million people in the UK have a disability, representing a significant customer base.

Impact of Social Media

An organization's reputation depends on the service provided to all customers. Social media and review sites (e.g., TripAdvisor) allow customers to widely share their experiences.

Staff Training

Staff should be trained to interact appropriately with people with disabilities to avoid causing offense or patronization. Training courses may include:

  • Provisions of the Equality Act

  • Importance of accessibility

  • Creating accessibility statements and action plans

  • Effective communication techniques

  • Guidance on assisting customers with different disabilities

Tourism for All UK (TFA)

TFA is a charity promoting accessibility standards in tourism by collaborating with the government and the travel industry. It offers training courses for employees, endorsed by the Institute of Hospitality and the British Hospitality Association. Courses include 'First contact with disabled customers' and role-specific courses like 'Hotel Receptionist' and 'Amusement, Themed Parks and Attractions staff'.

TFA advises organizations on creating accessible environments, including physical changes like wheelchair ramps and staff training on understanding specific needs, such as those of dementia sufferers. The UK government's 'Accessible Britain' website offers advice and examples of good practice, like accessible walking trails, adapted bicycles, and accessible restaurants.

Clear and Respectful Communication

Excellent communication and interpersonal skills are essential in customer-facing roles, including written and verbal communication skills.

Verbal Communication

Verbal communication is frequent. Important aspects include:

  • Personal presentation (affects impressions)

  • Tone of voice (communicates feelings)

  • Body language (communicates feelings)

Face-to-face communication allows reading customer's body language and using materials like brochures. It can be one-on-one (travel agent and customer) or involve groups (welcome talk).

Telephone communication requires good listening skills, attention to tone of voice, and clear speaking. Always check for understanding, as non-verbal cues are absent.

Active listening involves demonstrating understanding through words, actions, and body language. Use responses like "I see" or "Oh dear" and ask clarifying questions to show engagement and build trust.

Non-Verbal Communication (Body Language)

Body language conveys feelings, often subconsciously. It includes posture, eye contact, head position, gestures, and facial expressions. Awareness of body language is crucial for conveying positive messages and building rapport.

Recognizing customer feelings through their behavior, body language, and tone of voice is vital for providing good customer service.