Credibility Comes from the Customer

At a recent tourism industry conference, the participants explored how effective partnerships could help boost travel to their region.

A long chain of ‘travel partners’ was involved, including national tourism boards, wholesalers, travel agents, airlines, hotels, taxis and transport companies, restaurants, tourist attractions, shopping malls, medical facilities, media representatives and even banks.

The panel discussion was lively. The airline suggested the media should lower advertising rates. The journalist said national tourism boards should provide more up-to-date information. Restaurants asked travel agents to pre-book special meals. Transport companies wanted to tie-in with tourist attractions to ensure all-day bookings.

And everyone wanted the media to run only glowing reports and attractive photographs to lure the tourists closer.

These industry professionals were so busy pointing to the others in the room, they missed the most important ‘travel partner’ of them all – a truly delighted tourist.

After all, which is more likely to influence your choice of a vacation destination? A colorful magazine advertisement? Or a colorful story from your next-door neighbor about his fantastic holiday in the land of his dreams?

Which do you find more credible? A commercial with actresses promising ‘smiles in the air’, or a candid comment from your colleague about the incredible service she receives aboard her favorite airline?

I wonder why the travel industry doesn’t put more emphasis on cultivating positive word-of-mouth from delighted customers as the most important and effective ‘promotional partners’?

For example, premium travelers often receive a basket of fruit and a signed ‘Welcome’ message from the hotel General Manager upon arrival. That’s so common it’s become expected.

How would the same traveler feel if he received a personal ‘Thank You’ note from the General Manager after returning home? Now that might make a difference!

How many airlines routinely say ‘Thank you for flying with us’ over the public announcement system, but never make personal eye-contact while wishing you a truly good day?

Most taxi drivers remember where you are going, but forget how to say ‘Thank you’ when you get there.

Every restaurant gives you a menu to read and a bill at the end of the meal, but how many give you a small coupon or voucher as you leave to invite you back?

Every tourist attraction and shopping mall has restrooms for your convenience, but how many are kept shining clean?


Key Learning Point