Recognition & Loyalty
The power of endorsement and word of mouth is enormous in the tourism industry. You can spruik the benefits of your business as much as possible in brochures and websites, but it is only when others start talking about you and telling their friends that you know you are well on your way to success.
Exemplary customer service is the key to word of mouth – not just creating a satisfied customer, but creating one that is delighted with what they have received.
It is said that it can cost up to ten times more to attract a new customer than it does to retain an existing one. However, even established tourism businesses continue to spend large amounts of advertising dollars chasing the more elusive ‘butterflies’, than spending even a small amount on ensuring customer satisfaction so that people will not only come again, but they become ‘ambassadors at large’ for your business.
Today’s high level of internet use makes it easy to stay in touch with your past customers. Legislation means that you need to seek their permission before sending them email bulletins or offers, but most people are happy to receive communication that has a strong benefit to them. Don’t tell them how good you are or they will hit the ‘unsubscribe’ button very quickly. Make sure that your communication is brief, full of interesting, useful news, plus offers tangible benefits to them.
If you haven’t already done so, seriously consider becoming an accredited tourism business through the Australian Tourism Accreditation Program. The self-completion application form, coupled with an external verification process, not only helps you to think through many aspects of business planning, but provides another set of objective eyes to keep your product looking good and operating well. Accredited businesses are able to use the nationally recognised tick symbol. There is also a Green Rating system available through AAA Tourism.
Case study (135kb): A business that has used the accreditation program to focus their thinking and to make significant improvements to their operation as a result.
The annual Victorian Tourism Awards is another valuable tool to not only regularly assess your business performance, but by gaining recognition through the awards, it can provide invaluable exposure and consumer credibility. Tourism Victoria administers the process and conducts seminars to assist operators to understand what is required.
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