Relationship building
September 2005
Every aspect of tourism has its primary basis in the concept of relationships and relationship building. This basic rule applies to all aspects of the industry, from frontline personnel to tourism security professionals. In fact, if we use tourism security departments as an example of tourism relationships we learn that the principal primary reason that these fail is that they have never developed the proper networking and relationships necessary to create a safe environment. The importance of relationship building then is essential in every aspect of the tourism and travel business.
There is also a clear relationship between good service, a clean and well-cared for environment, and safety and security. The stronger the relationship between security, clean environments and good customer service, the greater that chances that a particular tourism center will succeed. The month of September is often considered a shoulder-season for many tourism centers. This is a good month, then, to review relationships. Where do we fail in building tourism relationships with our fellow citizens, with our fellow tourism professionals and with our customers? What factors hurt relationship building and how can relationships add value to our product? This month’s Tourism Tidbits provides a few factors to consider.
- Ask yourself how you can develop relationships that add value to your total tourism product. Many regions involved in tourism and travel see themselves as the ultimate destination rather than part of a tourism process. Nothing could be further from the truth. For example, an airline is more than a business unto itself: it is also part of a much greater industry, the travel industry. When airlines fail to consider their relationship to hotels and restaurants, they not only fail to add value, but also may be decreasing the value of the total product. How does your tourism component add to the total travel/vacation experience?
- Think of relationship building as being multi-directional. Develop relationships within your organization and outside of your tourism organization. Work with city and national governments, build relationships with the local populations. Within your organization, look at which components need the extra money rather than fighting only for your own budget. Tourism is an industry that does not have to have a zero-sum budget. As your tourism product grows, everyone can share in a larger economic pie. In a similar fashion, all tourism professionals, no matter what their specialty, ought to be asking how he/she is part of the total marketing package, how s/he can cut costs, produce more for less and create more satisfied customers.
- Know that communication needs to go not only between ranks, but also between the tourism entity and the public. Tourism is, in essence, a communication business built on relationships. In tourism, we communicate not only between the staff and client, boss and customer, but also within the tourism framework. For example, a tourism security program that does not communicate its ideals and goals to the community is bound to fail. In a like manner, tourism professionals who are extroverted and loquacious have a higher chance of success. Too many tourism professionals and tourism entities have hidden behind technology rather than engage in creative conversations. Nothing upsets an already upset customer than lodging a complaint and then being asked to go through a series of telephone menus. Bottom line, whenever possible, communicate face to face rather than via a machine.
- Never forget that relationships are built on trust. If you promise to do something, do it. Forgetting to accomplish a task is not an excuse, but rather a means to hurt the carefully built business relationships upon which tourism is based. The fact that terms such as “credible tourism” had to be developed tells us that one of the great problems in tourism is that we often fail to deliver the promised results. Let people know the truth and never forget that nothing frightens the public more than not knowing.
- Nothing builds a brand more effectively than integrity. The visitor industry is a volunteer industry in the sense that no one has to take a vacation or go on a pleasure trip. Tourism sells experiences that people choose to do rather than are forced to undertake. Tourism brands that are both consistent and honest demonstrate a sense of integrity. Think through products that have become brands. In almost all cases, they demonstrate consistency and a sense that the customer receives fair value for his/her money.
- Let people hear from you even when you are not selling. Tourism is a relationship business, yet many tourism businesses permit us to hear from them only when they want to sell something. For example, Southwest Airlines sends happy birthday wishes to its frequent customers. The underlying message is that we care about you, not just as a customer but as a person. Check in on your customers during off season, maintain a birthday list or find another way to let people know that you care.
- Develop a relationship with yourself. Often tourism professionals need to take a few minutes out to remember that theirs ought to be a fun industry. The stress of modern life combined with modern travel often means that tourism professionals live with a great deal of stress. When we combine the stress that our clients undergo along with tourism professional stress, an explosive situation can develop. Remember that your private problems are not your guests’ problems. No matter what personal difficulties you may be having at home, leave those problems at home. Try to create some balance in your life. All too often tourism professionals work hours that are too long and often under difficult conditions. Tourism professionals are human beings too. You can deal with your guests/customers stress best after you have first dealt with your own.
