Travel and Tourism - iGCSE

2017-19
Year 11

Unit 03: Customer Care and

Working Procedures
3 - Learning Outcomes
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2.1 – LEARNING OUTCOMES

 ALL WILL – Have at least a clear idea of
what is business staffing, is and why it is
necessary.
 MOST WILL – Be able to recognise the
characteristics of good staff and what to look
for in employees.
 SOME WILL – Use this knowledge to discuss
the benefits and disadvantages of staffing,
how to get the most from staff and how to
lead a team.
1 – Assessment Objectives
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AO1 Knowledge with understanding

 Candidates should be able to:
A. Recall, select and present relevant factual information.
B. Demonstrate and apply knowledge with understanding of the correct use
of the following in the travel and tourism industry:
i. commonplace terms, definitions and facts
ii. major concepts, models, patterns, principles and theories.
AO2 Investigation and analysis of evidence
 Candidates should be able to:
A. Collect evidence from both primary and secondary sources, under
guidance or independently, and be aware of the limitations of the various
collection methods.
B. Record, classify and organise relevant evidence from an investigation in
a clear and coherent form.
C. Present the evidence in an appropriate form and effective manner, using
a wide range of appropriate skills and techniques, including verbal,
numerical, diagrammatic, cartographic, pictorial and graphical methods.
D. Apply knowledge and understanding to select relevant data, recognise
patterns and analyse evidence.
1 – Assessment Objectives
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AO3 Interpretation and evaluation

 Candidates should be able to:
A. Communicate their ideas and opinions in an
accurate, concise and logical manner.
B. Present reasoned explanations for phenomena,
patterns and relationships.
C. Understand the implications of, and draw
inferences from, data and evidence.
D. Discuss and evaluate choices, and make
reasoned decisions, recommendations and
judgements.
E. Draw valid conclusions by a reasoned
consideration of evidence.
1 – Assessment Objectives
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Relationship between assessment objectives and components

Assessment Paper 1 Paper 2 Paper 3 Approx. %

objective Core Paper Alternative to Coursework total
% Coursework % Qualification
%
AO1
Knowledge with 40 40 40 40
understanding
AO2
Investigation
and analysis of 35 35 35 35
evidence
AO3
Interpretation 25 25 25 25
and evaluation
1 – Grade Descriptors – Grade A
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To achieve a Grade A, a candidate will be able to:

• Recall, select and present relevant factual information and
communicate ideas and opinions in an effective, accurate, concise
and logical manner
• Demonstrate consistently accurate use of travel and tourism
industry terminology, including commonly used definitions,
concepts, models and patterns
• Use knowledge and understanding to select relevant examples,
recognise patterns and trends, and to analyse evidence
• Present thoroughly reasoned explanations for phenomena,
patterns and relationships
• Understand the implications and draw valid inferences from data
and source materials
• Discuss and evaluate choices, and make reasoned decisions,
recommendations and judgements
• Draw valid conclusions by a reasoned consideration of evidence
1 – Grade Descriptors – Grade C
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To achieve a Grade C, a candidate will be able to:

• Recall, select and present relevant factual information and
communicate ideas and opinions in a mostly accurate and logical
manner
• Demonstrate sound use of travel and tourism industry terminology,
including commonly used definitions, concepts, models and
patterns, although with some omissions
• Use knowledge and understanding to select some relevant
examples, to recognise some patterns and to attempt analysis of
some evidence
• Present valid explanations for phenomena, patterns and
relationships
• Understand some implications and draw some valid inferences from
data and source materials
• Discuss and evaluate some choices, and attempt reasoned
decisions, recommendations and judgements
• Draw sound conclusions by a consideration of some of the evidence
1 – Grade Descriptors – Grade F
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To achieve a Grade F, a candidate will be able to:

• Recall, select and present some factual information and
communicate ideas and opinions with some accuracy and structure
• Demonstrate some use of travel and tourism industry terminology,
including commonly used definitions, concepts, models and
patterns, although with significant omissions
• Use knowledge and understanding to select some examples, to
recognise some patterns and to attempt limited analysis of evidence
• Present limited explanations for phenomena, patterns and
relationships
• Understand some implications and draw some inferences from data
and source materials
• Discuss or evaluate a limited number of choices, and attempt
decisions, recommendations and judgements which may not always
be fully appropriate
• Draw limited conclusions by a superficial consideration of some of
the evidence
1 – Scheme of Assessment
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Candidates take:

Paper 1 2 hours
This question paper comprises four scenario-based questions which require candidates to provide short answers.
The scenarios are set in an international travel and tourism environment, although some provision is made for
candidates to refer to local examples.
(60% of total marks)

and either: or:

Paper 2 2½ hours Paper 3

Alternative to Coursework Coursework Investigation* (Centre-based assessment) This is an
This question paper comprises scenario- investigation which is directed towards the contents of Unit 6, and
based questions, which require should allow candidates to apply their knowledge and skills of this
candidates to provide short answers. area of the travel and tourism industry.
It is based primarily on the contents of It requires a basic understanding of the principles of the marketing
Unit 5. and promotion of visitor services. It explores the ways in which the
Candidates should have a broad services that are available to visitors and tourism providers, through
understanding of the principles of tourist boards and tourist information centres, can be promoted and
marketing and promotion, and of the ways developed for international travel and tourism.
in which marketing and promotion are The candidate’s report should be no more than 3000 words, in
used within the travel and tourism addition to relevant annotation and illustrative material. Candidates
industry. will be expected to: demonstrate the ability to collect both primary
and secondary evidence; analyse, investigate and draw conclusions
from this; and present their findings in a structured report.
(40% of total marks)
(40% of total marks)
3 – Customer Care and Working Procedures
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3.1 - Deal with customers and colleagues – “the moment of truth”

a) Importance of following customer care policies
b) Necessity of good teamwork and training
c) Importance of courtesy, tact and diplomacy recognised when
dealing with customers and any specific needs
d) Procedures for handling complaints
3.2 - Identify the essential personal skills required when working
in the travel and tourism industry
e) Awareness of the need for essential personal and interpersonal
skills in particular job roles
f) Importance of personal presentation, clear speech, numeracy and
literacy skills
g) Awareness of applications of technology:
• computerised reservation systems
• other information technologies, such as: telephone, telex, video
text, facsimile, Internet
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3.3 - Follow basic procedures when handling customer enquiries,

making reservations and payments
a) Customer’s requirements correctly interpreted upon receipt of an
enquiry (in person, in writing, by telephone/fax/email)
b) Simple reservation file prepared following set procedures, including
use of diary for further action required
c) Simple receipt issued and payments recorded
3.4 - Use reference sources to obtain information
d) Timetables, travel brochures and tariffs used to obtain accurate
information
e) Itinerary drawn up to meet customer’s requirements
f) Use of computerised information systems and relevant technology to
obtain information (Worldspan, Sabre, Galileo, World Wide Web)
g) Exchange rate lists devised and used
3.5 - Explore the presentation and promotion of tourist facilities
h) (a) Range of promotional methods and their use identified (e.g. visual
displays for shop window, advertisements, leaflets, brochures,
Internet)
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Think of instances when you have Introduction

been a customer. Was the service that ► Tourism is very much a
you received good or bad? Did the
service encounters that you
people industry.
experienced match these basic Whenever someone visits
customer service concepts? a destination for leisure or
• Reliability: the ability to perform the business, stays for a day
THINK ABOUT

promised service dependably and or several nights, the

accurately; welcome they receive
• Responsiveness: the willingness to when they arrive and the
help customers and provide prompt quality of the service they
service; experience during their
• Assurance: the knowledge and stay will strongly influence
courtesy of employees and their the memories they take
ability to convey trust and
away.
confidence in dealing with a
► Therefore, good customer
request;
• Empathy: the caring, individualised service matters to
attention provided to the customer. everyone.
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Introduction
► Tourism and hospitality professionals are dependent on
contact with, and reception of, the public. Such contact means
that there must always be some degree of availability toward
the client, with individual employees having the opportunity to
use their initiative and to generally display a strong sense of
personal responsibility.
► In fact, employees in the tourist transaction play an
intermediary role between the industry’s structure and its
clientele. This role is particularly decisive achieving the results
desired by both sides.
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Introduction
► It is important to remember that welcoming, guiding, assisting and
serving the tourist opens up potentially complex interactions in the form
of personal contacts, conversations and exchanges of view. Customer
service is an elusive concept that is extremely difficult to measure and
evaluate. Nevertheless, it is the lifeblood of the travel and tourism
industry. So we must ask ourselves, ‘What is customer service?’
► In todays competitive marketplace, service is the most important thing
that a company has to sell. It is the key differentiating point between
businesses selling the same or similar products.
► You can now undertake the following activity with a group of friends,
family or fellow students.
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A
Activity 1
Ask your group to give examples of good and bad customer service they have
experienced.
Then discuss why these situations were either good or bad. You might then consider the
effect these experiences had on you as consumers and consider the following points:
• Would you use the organisation again?
• Would you tell others of your experiences?
• What sort of customer service would you expect to receive?
The group can then be asked to identify some of the
consequences of poor customer service, such as:
• customers not getting the information they need;
• loss of income to the organisation because of cancellations or customers not returning;
• increased costs to organisation if they have to attract
repeat business or new customers;
• high staff turnover because employees do not feel valued;
• inefficient and unhappy workforce;
• not meeting customer needs or expectations, therefore
fewer customers visiting the organisation;
• lack of customer loyalty - no incentives to return, or products stale, as
well as changing trends and organisation not keeping up to date with these;
• poor public image - effect of negative publicity on organisation.
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Dealing With Customers

► The term customer service is used to embrace all elements of
customer- organisation contact. It includes the concept of
customer care or caring for customers that is, all the related
aspects in looking after customers when they interact with the
organisation. Customer service includes all direct and indirect
contact with the customer. There are many different situations
in which customer service is provided, example:
 receiving and passing on messages,
 dealing with dissatisfied customers,
 offering extra services.
 dealing with problems,
 providing information,
 providing assistance,
 keeping records,
 giving advice,
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Service Task
►Fig
3.1 – The nature of the service
task being performed and
The moment of what it involves
truth
Feedback Translation

Service
Encounter
The service
delivery system for The service standards
the task at hand expected, both by the
customer and the provider

Service Delivery Service

Standards Standard
Translation
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Dealing With Customers

► Without appropriate customer care, many businesses would have
ceased to exist. It is, therefore, very important that all travel and tourism
organisations react in appropriate ways to the fact that there is now
widespread public recognition of the power wielded by the consumer in
deciding where and when to buy.
► Every time a customer interacts with a travel and tourism organisation
and experiences any of its operational procedures, it can be thought of
as a moment of truth.
► The actual service encounter between a
customer and an employee is the
moment of truth and, as is shown on Fig.
3.1, this encounter brings together three
sets of factors that influence customer
service delivery and the overall customer
experience. We can now apply this
framework to the customer service ▲Fig 3.2 – Customer
scenario shown in Fig. 3.2. Service Scenario
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A
Activity 2
Look carefully at Fig. 3.2 and attempt the following:
• Describe the nature of the service task being
performed by the member of the cabin crew.
• Suggest what the expected service standards
are for both the passenger and the airline.
• Explain how the member of cabin crew will try to
put these into operation.

Deal with customers and colleagues

► One of the characteristics of the travel and tourism industry is that it
caters to all types of customers, from those barely able to afford the
product to the wealthy, and from the downright rude to the most
honourable of people.
► Other customer types can be segmented based on factors such as age,
sex and ethnic origin. Contact between customers and the business is a
complicated issue. There are a number of external and internal ways in
which communication is made.
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Importance of following customer care policies

► Most organisations will have a customer service policy which describes
their strategy for looking after customers. The policy will emphasise how
highly the organisation values their customers.
E
Example
► To illustrate this point, the mission statement of the
Mandarin Oriental Hotel Group clearly states:
“Our Mission is to completely delight and satisfy
our guests. We are committed to making a
difference every day; continually getting better
to keep us the best.”
► Furthermore, the Groups guiding principles give further emphasis to
‘delighting our guests’ with the following statement:
We will strive to understand our client and guest needs 3 by listening to their
requirements and responding in a competent, accurate and timely fashion.
We will design and deliver our services and products to address their needs.
In fact, we are committed to exceeding their expectations by surprising them
with our ability to anticipate and fulfil their wishes,
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Importance of following customer care policies

► The term ‘customer is king’ is often used to describe the value
which an organisations places on their customers.
► The aim of any customer service policy will be to make customers
feel satisfied and valued so that they will want to return. Staff
working in a hotel organisation must be made aware of the policy,
as this will help them to understand the benefits of good customer
service both for themselves and for the company.
► Many companies now organise specialist-training courses in
order to ensure that the staff provides the best possible service to
their customers.
► In order to improve an organisations standard of customer care
and to achieve customer satisfaction all staff must be made
aware of the customer care policy and should both understand
and appreciate why it is an essential part of the operation of the
company.
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Customer service standards

► A key ingredient of providing excellent
customer service is the need for
standards. There are broadly two types of
standards: operational and competence.
► Operational standards tend to specify
what has to be done or said, for example:
 Receptionists wear name badges and
are encouraged to smile and make eye
contact with guests as they approach
the desk and use their names
whenever possible.
 Telephones should be answered before
the third ring, with a greeting followed
by the name of the hotel or the internal
department.
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Competence standards
► Competence standards are designed to describe the action an
individual needs to follow to perform a task competently; they
specify the ‘how’. For example, to present a positive personal
image to customers, employees should:
 Always treat customers in a courteous and helpful manner,
even when in stress.
 Consistently maintain standards for appearance and
behaviour.
 Ensure equipment and supplies used in transactions with
customers are available, up to date and in good order.
 Actively seek opportunities for improving working
relationships with customers.
 Ensure that own behaviour consistently conveys a positive
image of the organisation to current and potential customers.
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Competence standards
► Let us now have a look at some examples
of how these standards might apply to
hotel staff working in a hospitality
environment, such as the one shown in
Fig. 3.3.
► Bar staff will help set up the bar area, stock
the shelves and refrigerators so drinks are
available and at the correct temperature for
service, prepare garnishes, serve drinks,
take payment, clear tables, possibly wash
Source: Cambridge 0471 PI
glasses (in a machine, generally), and clear Q4 image June 2010
up after service. ▲ Fig. 3.3 – Bar Staff
► Hotel guests may wish to charge their
drinks to their room bill, rather than pay
cash. The choice of drinks in a hotel is
often wide and cocktails can be a popular
choice.
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Competence standards
► Bar staff need a good memory to be able
to describe the taste of all the drinks
served and the skill to blend, whisk, or
shake the more exotic drinks.
► They may also dispense wines and other
drinks to restaurant and room service
staff. Good customer skills are important
and it is important to work in a safe,
hygienic manner.
► High standards of personal presentation Source: Cambridge 0471 PI
and hygiene give the right impression to Q4 image June 2010
the customers. ▲ Fig. 3.3 – Bar Staff
► In some properties, bar staff will also
serve drinks (which may include teas and
coffees) to guests in the lounge, by the
pool, and in their room.
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E
Example
► The word concierge has French origin and it
means ‘keeper of the keys’. Basically this
profession dates back to medieval France,
when individuals were employed to look after
homes and castles and were given the
responsibilities of fulfilling the requests of
guests.
► A concierge works in the lobby of a hotel, Source: Cambridge 0471
P1 Q4 image June 2010
providing personal service to a hotels
customers and visitors while managing aspects of the
Source: lobby’s0471 PI
Cambridge
presentation and overall appearance. Q4 image June 2010
► Concierges are expected to have excellent knowledge of the hotel’s
surrounding area because they are often required to recommend
restaurants, theatres and other attractions to hotel guests.
► Since the role of a concierge is highly visible, the importance of
personal presentation is highly stressed.
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E
Example
► A large number of concierge duties and
responsibilities could be done by the hotel
receptionist using the Internet, but neither the
Internet nor the hotel receptionist could replace
the concierge or give the level of personal
customer service that guests have come to
expect.
► The main concierge duties will include the Source: Cambridge
following: 0471 P1 Q4 image
 Provide directions about visiting the local area. June 2010
 Take care of guests’ essentials and belongings.
 Suggest restaurants, shopping locations, spas, health services
and other places of interest for the guest in the area
 Arrange reservations for dinners, concerts and shows
 Handle guest messages and act promptly to the issues concerned
 Act as travel consultant advising on packages and special offered
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Necessity of good team work and training

► In the past thirty years or so, team working has grown in
importance. Until recently, roles at work were well-defined.
► In the traditional organisation, for example, there was a strict
division of responsibilities and most job titles conveyed exactly
what people did. However, with advances in technology and
education, employers began to place a growing emphasis on
versatility, leading to an increasing interest in the concept of team
working at all levels.
► The gradual replacement of traditional hierarchical forms with
flatter organisational structures, in which employees are expected
to fill a variety of roles, has also played a part in the rise of the
team.
► Hotels are a good example of travel and tourism organisations that
rely on teamwork and a well trained staff. Furthermore, because of
the various departments or customer service environments that
exist, each area will have its own staff team.
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Necessity of good team work and training

► Working for a major hotel group provides many opportunities for
employment in areas such as:
 Front Office (reception, reservations, guest relations, concierge,
communications)
 Housekeeping (rooms and public areas, laundry and linen room)
Sales and Marketing (sales, marketing, loyalty club, e-marketing)
 Kitchen (hot kitchen, cold kitchen, pastry, butchery, artistry)
 Food and Beverage (operational and administrative, conference and
banqueting)
 Accounts (finance, purchasing, cost control,
information technology)
 Human Resources (employee welfare,
training, recruitment)
 Quality Department
 Engineering
 Leisure and Recreation (golf, gym, marina,
beach and pools etc.)
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Necessity of good team work and training

► Travel and tourism organisations have introduced team-working for a
variety of reasons, including:
• to introduce multi-skilling and employee flexibility.
• to respond to opportunities and threats and to fast changing
environments,
• to improve quality of products and services,
• to increase employee motivation,
• to speed the spread of ideas,
• to improve customer focus,
• to improve productivity.
► There are benefits for employees too.
The most commonly-quoted outcomes
are greater job satisfaction and
motivation, and improved learning. But
the introduction of team-working
needs skillful management and
resources devoted to it, or initiatives
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Necessity of good team work and training

► The key benefit of team work and staff training is improved operational
efficiency and this can be illustrated by reference to the work of a
hotels housekeeping department.
► The job and duties of an individual room attendant will vary and the
work depends on the style of hotel. For example, it may take an hour or
longer to service a luxury suite, with a sunken Jacuzzi, while in a hotel
where the rooms are more basically furnished and similar in style, room
attendants will be expected to do 15 or more during their shift. High
standards of cleanliness are much valued by the guests.
► A methodical approach is essential to achieve this, to avoid spreading
bacteria from dirty surfaces to those that have just been cleaned and to
complete all the tasks. Hygiene is important to prevent risks to health,
as are safe working methods when using cleaning materials,
equipment, and when lifting or moving.
► When finished, the room should look clean and welcoming to the guest;
everything in place, supplies of soap, drink making items, etc.
replenished, the mini-bar restocked and so forth.
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Necessity of good team work and training

► Another concern is security: of the staff, the guests, and the property of
guests and the hotel. The room attendant will have a key or key card to
let them into all the guest rooms in their area, and they will be expected
to keep this with them at all times when they are on duty.
► At regular intervals, special cleaning tasks have to be done, such as
shampooing furniture and carpets or damp dusting high surfaces.
► In some hotels, the room attendants work in teams, so that one person
strips the beds, another cleans the bathrooms, the beds are made
together, and so on.
► Self-checking may operate, which
means that they are responsible for
checking their own rooms (subject to
spot checks by the floor or head
housekeeper). The room attendants
or head housekeeper also need to
liaise with reception so that they know
when rooms are available to re-let.
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Necessity of good team work

and training
► All staff requires training
and some organisations
deliver these themselvc on
an in-house basis or send
their employees on
appropriate courses.
► A typical customer service
course would combine
trainer presentations and
interactive sessions where
attendees share ideas and
their personal experience.
Such training courses will
address issues such as the
following:
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Necessity of good team work and training

► Other types of training will focus on the
mastery and development of specific job role
functions and service standards.
► For example, a luxury 5-star hotel will offer a
personal butler service for their more
demanding guests. Clearly, employees
working as butlers will require considerably
more skills than regular room attendants.
► Butlers provide a range of special services to guests including such
things as the care of the wardrobe, unpacking, the pressing of clothes
and shoe cleaning.
► Butlers will also be responsible for the detailed servicing of rooms, the
selection of the guests favourite newspapers, magazines and drinks
tray items. They will also arrange items like bath oils, candles, pillow
selection etc. Thus, butlers will focus always on the expectation of the
guest and on the subtlety and smoothness of the service they provide.
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Necessity of good team work and training

► Potential butlers, therefore, require training to develop in them the
understanding and grace required to effortlessly carry out all tasks
required in a luxury hotel. Employees without experience will need
to be trained to the required standard and receive encouragement
to develop constancy in their attention to detail. Thus, appropriate
training for butler customer service should focus on issues such
as:
 the guest - differing profiles, cultures and expectations;
 Butler department operational structure, reporting lines, job
descriptions, systems and procedures;
 personal presentation and demeanour;
 social skills, tolerance, telephone skills,
body language and movement;
 team work and communication - how to
deal with crisis or anger;
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Necessity of good team work and training

 related departments with emphasis on communication;
 appreciation of standards and the world of luxury in
international travel;
 key tasks - from unpacking and packing, treatment of
clothes, shoes, valuables etc. to shopping, presentation of
rooms and flower arranging;
 the recording of preferences - likes and dislikes;
 pre-arrival preparations for all guests;
 all necessary paperwork;
 examine the process of the guest
cycle - arrival, stay and departure;
 other service tasks - from serving
early morning tea to formal dinners;
 security issues.
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Importance of courtesy, tact and diplomacy recognised, when dealing

with customers and any specific needs
► Travel and tourism organisations have many opportunities to interact
with their customers and we have already seen that each of these
encounters can be regarded as a ‘moment of truth’.
► For example, a guest staying at a hotel will experience such moments
throughout the various stages of the guest cycle. In this cycle, the
guest experiences the hotels delivery of customer service during the
following four stages:
• reservation
registration/check- in
• occupancy
• check-out and history.
► In order to achieve a high standard of customer satisfaction, all
hotel/guest interactions must take place in a manner which recognises
the importance of courtesy, tact and diplomacy when dealing with
particular requests. We can now look at some of the ways in which this
can happen throughout the guest cycle.
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Importance of courtesy, tact and

diplomacy recognised, when dealing with
customers and any specific needs
► At the pre-arrival stage, the hotel must
create for every potential guest a
reservation record and doing this initiates
the hotel guest cycle.
► Moreover, this reservation record helps to
personalise guest services appropriately
by making sure that particular needs are ▲ Fig 3.4 – Reception Desk
being met in terms of date, room type and
meal plan.
► Fig. 3.4 shows a hotel reception desk and
this I is the type of environment that is
associated with I the arrival stage of the
guest cycle. At check-in, the receptionist
determines the guest’s reservation status
(i.e. pre-registered versus walk-in guests).
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Importance of courtesy, tact and diplomacy recognised, when

dealing with customers and any specific needs
► The guest then completes a registration record. The registration
record includes the following personal and financial items:
 Name and Surname of the guest along with billing address,
telephone number and other details such as car registration
number,
 Passport number or other identification,
 Any special needs or requests,
 Credit card details,
 Guest signature.
► The receptionist is likely to be the person who first greets the guest
on arrival at the hotel. A good first impression can be created by the
welcome the guest receives, the business-like appearance of visible
front line staff and the appearance of reception area itself.
► Clearly, the ability to speak a foreign language will be of great
importance when dealing with international guests.
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A
Activity 3
In order to illustrate that all employees in travel and tourism organisations
have to deal with a variety customers and colleagues, an investigative
study visit can be made to a local organisation, such as a large hotel, to
gain first hand knowledge of operational procedures. Ideally the visit
should contain opportunities to:
• see a variety of job roles in operation;
• identify customer care policy being used;
• see how job(s) are organised;
• obtain clarification about what is expected of employees;
• find out the ways in which operational procedures/working practices
have been influenced by factors such as legislation or other
government controls, example Health and Safety etc.
On the basis of information collected and by means of further research,
you should be able to identify:
• the internal and external customers of the organisation,
• how the needs of different visitor groups are being met by the
organisation.
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Dealing with customers and any specific needs

► Reception or front desk staffs needs to have good administrative skills so
that they are able to deal with reservations accurately and efficiently.
They must deal with the guest in an appropriate manner making sure that
none of the sensitive details provided by the guest are mislaid or left in
public view.
► During the occupancy stage, the guest experiences the full range of hotel
services. Guest purchases at different revenue outlets are electronically
transferred and posted to appropriate guest accounts and these are
maintained at the front desk for settlement on or before final departure.
► At the departure stage, the guest leaves the hotel having settled their
account. In general, a proper checkout occurs when the guest:
 vacates the room,
 receives an accurate statement of the guest account and pays any
outstanding amount,
 returns room keys and leaves the hotel.
► All guest details and the history of their stay remain on the hotel’s
database for future reference, in the anticipation of repeat business.
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Procedures for Handling Complaints

► Complaints should be dealt with as quickly as possible irrespective of
their seriousness.
► A complaint is very often a misunderstanding. It is important not to
make the customer feel guilty that he or she has wasted the
company’s time.
► Complaints normally arise after a sale has taken place, but
nevertheless it is more economical to deal with the complaint
properly and retain a happy client than having to advertise for a new
client.
► The complaints can come in a variety of forms
such as face to face, the phone or by post.
► The complaint may not be directed
specifically at the person who answers
the complaint but as a representative of
the business, that person may have to
deal with it. Dealing with Complaints
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Procedures for Handling Complaints

► When dealing with complaints there are a number of factors to take
into account:
1. It is important to listen carefully to the customer. There are
genuine complaints and those which are not, but whatever the
nature of the complaint, the sales assistant, receptionist or
whoever is dealing with the customer at that time should listen
carefully and keep an open mind.
2. Staff should never argue with the customer. The aim is to solve
the problem in some way or the other and getting involved in an
argument will not achieve this aim. Indeed, it is likely to make thing;
a lot worse. If the individual staff member cannot find a solution to
the problem they should refer the issue to a supervisor/manager.
3. It is always important to agree the solution with the customer.
This will mean that the customer is fully aware of what will happen
and will, at least, have had the opportunity to give their basic
approval to the solution.
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Procedures for Handling Complaints

4. a) The member of staff should apologise in general terms for
the inconvenience caused. However, if it seems that the complaint is
genuine, then an apology should be quickly forthcoming.
This apology should, in the first instance, be of a general nature,
particularly so if the person dealing with the complaint is a junior within
the organisation. A more specific apology could follow later possibly by
letter or in person.
b) It is important to let the customer know that the matter will be
fully investigated and put right. In some case, the nature of the
complaint is obvious and there should be a refund made or an
alternative provided. If necessary, the matter should be fully investigated
and action should be taken based on the results.
c) Staff should always try to see the problem from the customer s
point of view. This is not always easy but a good employee will
understand the frustration of the customer and that maybe the customer
finds it difficult to complain. It may be that a sympathetic hearing is all
the customer wants and that the matter can be finalised there and then.
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Procedures for Handling Complaints

► It is vital to make sure that what has been promised actually gels done;
otherwise the complaint and the discussion that has taken place will
mean nothing which will make matters worse.
► Similarly, it is very important to make sure that you record details of the
complaint and any action taken for future reference. It may be that the
same person will come back again and will deal with another employee.
► Also, complaints will be monitored by the
organisation as they give a clear indication of
the current state of customer service standards
and highlight areas in need of improvement.
► When these various operational procedures are
running smoothly in an organisation, customers
will be well served and the business will grow.
► The following case study is about Jumeirah
Hotels and Resorts which are regarded as
amongst the most lucrative and innovative in the
world.
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Case Study 1: Jumeriah Hotels and Resorts

► Jumeirah Hotels and Resorts have won : numerous
international travel and tourism awards. The company
was founded in 1997 with . the' aim to become a
hospitality industry leader' by establishing a world class
portfolio of luxury hotels and resorts.
► Building on this success, in 2004, Jumeirah Group
became a member of Dubai Holding - a collection of
leading Dubai- based businesses and projects - in line
with a new phase of growth and development for the
Group.
► Jumeirah now manages 11 hotels of which 8 are in Dubai.
The company is also looking to expand from the Gulf
region to other resort islands in the US Virgin Islands, the
Maldives, Majorca and Thailand.
► The group has another 11 hotels under construction. The
group is in talks in the Philippines and Shanghai to
establish vocational institutions that would train hotel staff Jumeirah Group
for its expanding stable of hotels
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Case Study 1: Jumeriah Hotels and Resorts

► In China, Jumeirah will open its first hotel in Shanghai early next
year, and hopes to eventually open ten more in the mainland.
► “to be a world class luxury international hotel and hospitality
management company, committed to being the industry leader in
all of our activities through dedication to our stakeholders;
colleagues, customers, business partners and owners”.
► It aims to achieve this by:
 Making customers its first priority and striving constantly to
exceed their expectations;
 Applying their Hallmarks, Guiding Principles and Core
Standards in their day-to-day activities;
 Leading by example and role-modeling a culture of excellence
in everything they do;
 Providing consistently superior and innovative products and
services.
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Case Study 1: Jumeriah Hotels and Resorts

► All members of staff are expected to follow the
company's Hallmarks, which are the
foundation of Jumeirah’s success, and are at
the heart of everything the company does.
These Hallmarks are:
 “I will always smile and greet our guests
before they greet me;"
 “My first response to a guest request will
never be no;
 “I will treat all colleagues with respect and
integrity.”
► Being one of the worlds most luxurious
hospitality and hotel groups, the company
attempts to ensure that its salaries and
benefits are competitive and that they attract
the top talent needed to deliver the service
that exceeds guests’ expectations. Jumeirah Group
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Case Study 1: Jumeriah Hotels and Resorts

► The company currently employs over 10,000 members of staff from over
90 different countries including locations in Asia Pacific, CIS, Central
Asia, Western and Eastern Europe, South America, Africa, USA and the
Middle East. There are many benefits available to every employee at
Jumeriah including:
 Competitive based salary benchmarked against relevant markets.
 Tax-free salaries (UAE only)
 Award winning accommodation and utilities (UAE only);
 Medical cover and dental cover;
 Free meals (at home and at work UAE only);
 Discounted accommodation, food and beverage worldwide;
 Flexible working hours;
 Retirement plans at select levels;
 Social activities to ensure that staff work in a fun environment;
 Extensive learning and development opportunities for everyone to
learn and grow; Short and long term incentives.
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Identify the essential persona! skills required

when working in the travel and tourism industry
► It is a very important customer service principle
that you never get a second chance to make a
good first impression.
► At the start of this chapter it was pointed out that
the welcome one receives when they arrive and
the quality of the service they experience during
their stay strongly influences the memories that
one takes away about a particular establishment.
► Furthermore, the way that an employee presents
himself or herself to customers is directly relevant
to both that persons enjoyment within the
business and the success of the organisation
represented.
► Every employee, in some form or the other,
represents the business even though sometimes,
they are rarely seen by customers.
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Identify the essential persona! skills required when working in the travel
and tourism industry
► A good example of the need for appropriate personal skills is the role of a
tourist guide. Tour guiding usually refers to the activity of accompanying a
group of visitors around a particular site, town or part of a region, giving
information on the history or geography of that area, pointing out items of
interest and generally being responsible for conducting the group
efficiently.
► The tourist guides main role is to escort groups or individual visitors from
abroad or from the guides own country around the monuments, sites and
museums of a city or region interpreting, inspiringly and entertainingly, in
the visitor s own language the cultural and natural heritage and
environment.
► Most countries with considerable inbound tourism have seen fit to legislate
and make tourist guides undertake examinations leading to a qualification
recognised by the relevant regional or national Tourist Authority.
► We will now look at some of the most significant personal skills required by
front line staff working in the travel and tourism industry.
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Source: http://www.touristguides-
europe.Org/docreps.html#eng
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Awareness of the need for essential personal and interpersonal skills

► Staff not only represents an organisation but are part of the team
responsible for attracting sales and hence, income. It is very important
that staff therefore present a positive image. It is important that the
customers are not offended by a persons appearance.
► The mode of dress and the physical appearance of the individual should
match the nature of the work done. Front line members of staff must
have interpersonal skills as these are the skills that we all use to interact
or deal with others. Interpersonal skills are sometimes also referred to
as communication skills, people skills and/or soft skills.
► How we deal with others can greatly influence
our professional and personal lives, improving
these skills builds confidence and enhances
our relationships with others. People with good
interpersonal skills have learnt to identify which
are the best ways of interacting with others in
different situations. Source: Cambridge 9395
P1 Q1 June 2010
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Awareness of the need for essential personal and interpersonal skills

► Fig. 3.5 shows a member of staff working in a highly visible ‘front of house’
job role. Door attendants/commissionaires are employed by hotels, theatres,
restaurants, exclusive retail stores and public venues such as museums and
exhibition spaces. They are usually based at the venues main entrance and
welcome guests and customers as they arrive and make sure that they leave
the building safely. They are expected to deliver a superior customer service.
A door attendant/commissionaire should:
 be capable of providing a high standard of customer service,
 have stamina to remain standing for lengthy periods of time,
 have excellent communication and organisational skills,
 have a friendly, approachable and polite manner,
 be confident in dealing with any
challenging behaviour from customers/guests,
 be able to work well alone and in a team.
 have a responsible and reliable attitude,
 have a smart personal appearance,
 be willing to help people,
 be observant, Source: Cambridge 9395 P1 Q1 June 2010
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A
Activity 4
Customer’s first impression of the staff is the first impression of an
organisation, and these impressions matter. The appearance and body
language are also very important. The organisation wants their customers
to get a good first impression, so that they enjoy dealing with the staff and
are more likely to buy the goods and services of the organisation and give
them their repeat business. Consider yourself a staff member and try to
answer the following questions:
1. Why do you think that ‘first impressions’ of your appearance is
important to a customer?
2. What does ‘body language’ mean and can you give an example of it?
3. How do you think that the way you present yourself to customers can
influence their enjoyment and why?
4. How do you think that the way you present yourself to customers can
influence how happy you are in your work and why?
5. How do you think that the way you present yourself might affect your
chances of promotion at work and why?
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Importance of personal presentation, clear speech, numeracy and

literacy skills
► The travel and tourism industry is a service industry. All customer
service encounters will, therefore, involve either face to face meeting or
some other form of direct communication. These moments of truth are
frequently the basis on which the quality of the overall service provision
will be ultimately judged.
► Frontline staffs have a key role to play in this and so many organisations
specify how employees should present themselves to the public.
► Many international hotels, employing
workers from many different countries,
issue quite extensive codes of conduct
for their staff. As all staff members act as
representatives of the hotel company,
they are expected to take pride in their
personal appearance, dress and general
grooming. Cleanliness and personal
hygiene are job requirements.
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Awareness of the need for essential personal and interpersonal

skills
► We can now look at some typical requirements for both male and
female members of staff:
 Uniforms are provided and should be clean and freshly pressed;
 Ladies wearing skirts must also wear flesh coloured tights;
 Jewellery limited to wedding band for men and one pair of non-
dangling earrings for women;
 No visible tattoo or piercing;
 Clean, short well-cared for fingernails;
 Hair should be clean and well kept at
all times with no extreme styling;
 Do not use excessive perfume.
► Such grooming standards act as general
guidelines and individual units or
departments may have more specific
standards based on their particular operational requirements.
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Awareness of the need for essential personal and

interpersonal skills
► Good communication skills are important for all
staff because of the many daily interactions that will
take place with both customers and colleagues.
► Communication is a two way process which can
require the basic elements of speaking, listening,
reading or writing. One could say that
communication takes place when messages of
various kinds are sent and received; so the
communication process involves senders and
receivers of messages.
► There are several mediums that can be used to
send messages to the receiver - verbal, letter, fax,
telephone, electronic mail etc.
► Although a message may be transmitted, there is
no guarantee that the receiver will get the
message. The receiver also needs skills such as
being able to listen and concentrate.
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Awareness of the need for essential personal and interpersonal skills

► In any working environment there can be other barriers to effective
communication such as:
 Language problems - such as accent, if one of the parties comes from a
different part of the country or abroad;
 Prejudice - the sender may have already got pre-set views and is not
prepared to listen;
 Cultural differences - the receiver may receive the message correctly
worded but due to cultural differences take the message to have a different
meaning;
 Complexity - if the message is too long or technical, it may not be properly
understood;
 Concentration - if the receiver has his/her mind on other matters, the
message may not be properly understood.
► Everybody working in the travel and tourism industry will, at some time have
contact with customers. This may be face to face, over the telephone in writing.
The staff will need to know how to communicate with customer and use different
skills in different situations.
► When communicating with customers you will need to use appropriate language,
pitch and tone of voice, pauses and silences and appropriate body language.
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E
Example
► The two members of hospitality staff shown
here help to illustrate the importance of
personal presentation, clear speech,
numeracy and literacy skills in a variety of
ways.
► Both members of staff are in uniform and
their personal presentation is fully appropriate
for this customer service environment.
► They have correctly interpreted and
understood the service request and the tray
in view at the bottom right hand corner of the
photograph shows a drink ready to be
served.
► The order has been noted on the service pad
and prices will be calculated when the
customer asks for the bill.
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Awareness of the need for essential personal and

interpersonal skills
► Such waiting staff play a key role in advising guests
about the food and drinks that are available. In some
venues, they are also responsible for greeting guests,
showing them to their table, taking orders and at the
end of the service, collecting payment. They may have
their own cash float, an at the end of the service, will
be responsible for handing over the sessions takings.
► High standards of personal presentation and hygiene
are expected. The staff must be careful not to touch the
food, or the surfaces of the cutlery or glassware, that
will come into contact with food or drink or the guests
mouth.
► Working safely, so that they avoid accidents, is another
must. Finally, at the close of the business for the day,
the staff will have to help prepare the venue for the
next service and clear away when all the guests have
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Awareness of applications of technology

► Most travel and tourism organisations have
adopted developments in ICT to aid the efficient
running of their business operations.
► The advent of computerised reservation systems
and other information technologies, such as
telephone, telex, video text, facsimile, internet
etc. have contributed tremendously to the growth
and expansion of the travel and tourism industry.
► The last decade has seen the rapid expansion of
Internet-based service provision; and this 24/7
availability has transformed customer interaction
with hotels and other types of service providers.
► Many hotels make use of new technology to
streamline their operating procedures within and
between various departments and these have
resulted in improvements to both customer
service and profitability.
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Awareness of applications of technology

► There are a range of technological
applications and, depending on the nature of
the particular department, it is common to see
the following aspects used by most providers:
 A website allows online booking and acts
as a marketing tool.
 Databases aid direct marketing, and
 Finance systems help to streamline
payments, accounts and stock control.
► Such applications increase efficiency in both
front and back of house situations and allow
organisations to become more competitive.
► This benefits customers as well as the staff. A
majority of customers like the ease and
convenience of using the Internet for booking
travel arrangements.
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Awareness of applications of technology

► In particular, they like the instant
reservation/payment confirmation and the 24/7
availability of the service. The adoption of new
technology has had great benefits for both
producers and consumers.
► To maximise operational benefits, staff will have to
be trained in all aspects of the systems being
used, and therefore many organisations will
provide professional development opportunities
for their various employees.
► OPERA is the MICROS property management
system used in many large hotel chains such as
Hyatt Hotels and Resorts and the InterContinental
Hotels Group. It is the successor to the popular
Fidelio PMS (Property Management System).
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Awareness of applications of technology

► Opera can essentially be the only
management software a hotel needs, as it
can handle reservations, customer profiles,
housekeeping management, maintenance
logs, cashiering, accounts, agent
commissions and other items such as
minibar systems or guest pay per view TV.
► Arrivals and in-house guests are served
using the front desk features of the
property management software. This
technology handles individual guests,
groups, and walk-ins, and has features for
room blocking, managing guest messages
and wakeup calls, and creating and
following up on inter-department memos.
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Follow basic procedures when handling customer enquiries,

reservations and payments
► Customer satisfaction is affected by customer expectations about the
service they will receive. If the customer service they receive is different
from what they expected, there is always a danger that customer
satisfaction will be lower than expected.
► Therefore, many organisations try to deliver the same customer service,
time after time, so that the service customers receive matches their
expectations and gives them
customer satisfaction.
► Customer service procedures are
the routines and detailed steps an
organisation uses to deliver its
customer service. Some
organisations have formal
procedures in writing and use those
to train their staff and to monitor
service.
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Customer’s requirements correctly interpreted upon receipt of an

enquiry
► All travel and tourism organisations will attempt to meet the various
needs of the customers. Most suppliers of goods and services will
try to match availability with customer requirements. For example,
when hotel reservations are being made, there should be an easy
and efficient booking service that includes the following:
 Prospective clients are told clearly what is included in the
prices quoted for accommodation, meals and refreshments,
including service charges, taxes and other surcharges.
 Other information which may have an impact on the guests’
stay, such as smoking policy, refurbishment work in progress,
planned functions/events etc., should also be provided.
 Where operational policy dictates that certain facilities need to
be pre-booked (spa treatments, dinner etc.) these should also
be mentioned at the time of booking.
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Customer’s requirements correctly interpreted upon receipt of

an enquiry
 Advance warning should be given if the restaurant is to be
closed or likely to become fully booked soon.
 Full details of the hotel’s cancellation policy should be provided if
there is one. This especially includes information about charging
credit cards for cancellation or changes to the booking.
 Information about deposits if required should also be
mentioned, including details of how the deposit is taken and
whether or not it is refundable on cancellation.
 Clear explanation of charges for additional services or available
facilities including cancellation terms should be made available.
 Information about any unacceptable types of payment, example
credit cards etc. need to be clearly stated.
 Information and full details about any fees charged for the
acceptance of credit cards should also be provided.
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Simple reservation file prepared following set procedures,

including use of diary for further action required
► We have already learned about how the guest cycle operates in the
context of a hotel. Once a booking has been made, the reservation
department is equipped with a software package (such as Opera),
which is interfaced and connected with the central reservations
office.
► Moreover, the reservation department can automatically generate
letters of confirmation, produce requests for guest deposits and
handle pre-registration activities
for all types of guests.
► They can also generate daily
expected arrival lists, and occupancy
and revenue forecast lists.
► On the day of the arrival, various
reservation records can be
transferred to the individual hotels
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Simple receipt issued and payments recorded

► Until the 1960s, nearly all travel and tourism organisations operated
using manual business systems. This was comparatively labour
intensive as all forms, procedures and different kinds of calculations
were done manually.
► During the 1980s, we saw
a technological revolution
that still continues.
Nowadays, most
organisations operate a
fully automated system
and the production of
invoices, receipts and
payment records can be
automatically generated at
fixed points.
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Use reference sources to obtain information

► There is a wide range of organisations which provide information for
anyone who wants to travel to virtually any destination in the world.
► Travel organisations can be categorized in terms of whether they are
primarily marketing or non marketing. Marketing organisations include
tour operators, tourist boards and the overseas marketing departments
of the destinations themselves.
► While any information about a destination can be of use to a particular
individual, it is always worth remembering that the primary objective of
marketing and promotion departments
is to attract tourists who are able to
spend money on their product or in
their destination.
► The amount of information that is
currently available about most
destinations for most travellers usually
far exceeds what is required. For most
individuals, the problem is where to start.
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Use reference sources to obtain information

► Most people planning a leisure trip will visit a local travel agency. Here
they will find a wide range of brochures which are often arranged
according to the type of holiday.
► There may be a section on cruises, sections arranged by country, types
of packages such as villas and self-catering breaks etc., and special
interests such as skiing, coach tours and a host of others.
► There will also be brochures produced by transport providers such as
ferry companies or airlines giving details not only of their transport
services, but also of their
particular range of
inclusive tours. British
travel agents distribute
between six and ten
brochures per person
booking a holiday.
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Use reference sources to obtain information

► Travellers wanting to know more about particular destinations have a
number of options. Travel agency staff should have immediate access to
a selection of guides and manuals such as the OAG Flight Guide, the
OAG Cruise and Ferry Guide, OAG Gazetteers, OAG Holiday Guides
and the OAG Guide to International Travel.
► They would be able to refer to these to answer specific questions about
particular destinations.
► Travel employees cannot be expected to know the answer to every
question, but they should know where to look in order to obtain
appropriate information. For example, the OAG Gazetteers contain
independent reviews of resorts and accommodation in six volumes
covering the following:
 Mediterranean Hotels;
 Mediterranean Apartments;
 European Cities or North America;
 Long Haul;
 Ski, Lakes and Mountains.
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Use reference sources to obtain information

► Internet research of holiday destinations is now commonplace and
millions of people frequently investigate aspects of their domestic and
overseas travel in this way.
► Many people have access at work, home or via a third party, and most
travel and tourism organisations maintain a website for information
storage and to service the increasing trend of on-line bookings.
► The amount of data available is extremely large and information about
most destinations in the world can be found at the click of a mouse.
► However, some sites are more
useful than others and surfing
the net can easily become a
very time consuming process.
It is for this reason that face to
face contact with a travel
advisor remains popular with
the members of the travelling
public.
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Timetables, travel brochures and tariffs used to obtain accurate

information
► Many travel and tourism professionals will have to demonstrate
the ability to use a selection of brochures and timetables to obtain
information when dealing with clients’ requests. To illustrate the
main tasks involved, consider the following activity.
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A
Activity 5
ARABIAN NIGHTS TRADING buys various types of merchandise from suppliers in
the Middle East and sells them from its shop in the Arab Street shopping district of
Singapore. Mr. Mirza Bin Mejren is co-owner of the business together with his
partner, Mr. Hamad Al-Sayegh who lives in Dubai. The company is growing and
there are plans to expand the Singapore operation.
You work as Mr. Mirza Bin Mejren’s Personal Assistant. One of your main duties is
to make all business meeting arrangements.
Mr. Bin Mejren has an important business presentation to make at a meeting on
8th October this year. He has asked you to attend to the following matters.
 The booking of a return business class flight from Dubai to Singapore for Mr. Al-
Sayegh to arrive on 7th October and return on 12th October.
 Finding a business class hotel that is near both Arab Street and a Mosque and
reserve a room for 5 nights. Reserving a meeting room in the hotel to be used
for the presentation on 8th October and arranging the hire of appropriate audio-
visual equipment.
 Arranging appropriate airport transfers for Mr. Al-Sayegh.
You are required to surf the Internet for information on Dubai flights to Singapore,
business hotels and transportation.
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Itinerary drawn up to meet customer’s requirements

► An itinerary refers to a detailed plan for a journey, giving details of
dates and timings, methods of travel, accommodation etc.
► To help illustrate what this involves, you should attempt to
complete the following itinerary based on your research for the
previous scenario.
► Your itinerary should include full details of all travel and
accommodation arrangements specified by Mr. Mirza Bin Mejren.
You may use the mentioned template or any other suitable format.
► Having selected the venue for
the business meeting and made
travel arrangements for Mr. Al-
Sayegh, write a memo to your
boss, Mr. Mirza Bin Mejren,
justifying your choice of flight,
hotel and transfers.
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Use of computerised information systems and relevant technology to

obtain information
► The travel marketplace is a global arena where millions of buyers (travel
agents and the public) and sellers (hotels, airlines, car rental companies,
etc.) work together to exchange travel services.
► Among the ‘shelves’ on which buyers search for travel services are
worlds global distribution systems and the Internet distribution systems.
► These systems have become electronic supermarkets linking buyers to
sellers and allowing reservations to be made quickly and easily.
Nowadays, more travel is sold over the Internet than any other
consumer product outlet.
► The Internet is a perfect medium for selling travel and tourism
destinations as it brings a vast network of suppliers and a widely
dispersed customer pool together into a centralised market place.
► Computer Reservation Systems (CRS) are used globally within the
travel industry to book a range of travel products such
as flights, hotels, car hire etc. These are also CRS GDS
known as Global Distribution Systems (GDS).
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These are:
► Worldspan is a provider of travel technology
and content and a part of the Travelport GDS
business. It offers worldwide electronic
distribution of travel information, internet
products and connectivity, and e-commerce
capabilities for travel agencies, travel service
providers and corporations.
► Its primary system is commonly known as a
Global Distribution System (GDS), which is
used by travel agents and travel related
websites to book airline tickets, hotel rooms,
rental cars, tour packages and associated
products.
► Worldspan also hosts IT services and
product solutions for major airlines.
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► Sabre is a global distribution system owned by

Sabre Holdings group, a global travel technology
company serving airlines, hotels, travel retailers
including online and offline travel agents, travel
buyers such as corporations and travellers, and
car, rail, cruise and tour operators.
► The company is organised into four business
units:
1. Travelocity/lastminute.com (online travel
agency),
2. Sabre Travel Network (global distribution
system providing travel information to
agencies, corporations and travelers),
3. Sabre Airline Solutions (provides airline
technology such as reservation systems and
revenue management) and
4. Sabre Hospitality Solutions (provides
technology solutions to hotels).
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► Galileo is a computer reservations

system owned by Travelport. It has a
26.4% of worldwide CRS airline
bookings. In addition to airline
reservations, the Galileo CRS is also
used to book train travel, cruises, car
rental, and hotel rooms.
► The Galileo system was moved from
Denver, Colorado, to the Worldspan
datacentre in Atlanta, Georgia, on
September 28, 2008, following the 2007
merger of Travelport and Worldspan
(although they now share the same
datacenter, they continue to be run as
separate systems).
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► Learning a CRS/GDS is invaluable when striving for a career in the travel

industry. If you have completed the previous scenario-based exercise,
you will have had a glimpse into the world of the travel professional.
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Exchange rate lists devised and used

► If you have travelled abroad, it is likely that
you will have had to change money into
the local currency at a bank or bureau de
change. Fig. 3.6 shows a receipt from
such a transaction.
► Exchange rates vary on a daily basis and
Fig. 3.7 shows how selected currencies
were trading against the $ (US Dollar) in
early April, 2010.
► Travel plans are majorly influenced by
costs at the chosen destination and to
illustrate this look back at the itinerary that
you have prepared. What was the cost of
your chosen flight? What was the cost of ▲BaseCurrency: Us
the accommodation and transport? Dollar, USD on Saturday,
► Use an updated currency exchange list to may 5, 2018
▲Fig. 3.7 - Exchange
convert all costs into US Dollars.
rates
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Exchange rate lists devised

and used
► You can now try an exercise
based on your own country
and this will simulate the work
done by travel consultants in
your local area.
1. Do you think that there may
be a total price difference?
2. Will some international
travellers achieve a saving if
they purchase goods and
services in one currency
rather than another?
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Explore the presentation and promotion of tourist facilities

► You will learn all about the marketing mix in unit 5 but the concept of
promotion, one of the ‘4 P’s’ that make up the marketing mix, need to be
considered here.
► Travel and tourism organisations provide a variety of products and
services for sale to the travelling public but potential customers must be
made aware that such items are readily available. Hence, there is a
need for both the effective presentation and promotion of such items.
► Different products and services are
made available through the chain of
distribution in different ways and it is
no surprise to discover that they will be
presented and promoted in different
ways.
► Within the framework of the marketing
mix, the major objective is achieving
sales volume and revenue targets.
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Explore the presentation and promotion of tourist facilities

► Advertising, public relations and sales promotion would be regarded as
failures if the sales were below the targets set.
► A sale is made when a customer undertakes to spend money in
exchange for a promise to deliver a product. That sounds simple but in
practise a sale is the end of a complex process involving initial
awareness of what is available, consideration of the options before but
not always leading to the final decision to purchase.
► This complex system is particularly important with selling holidays as the
product is relatively high priced and there is a great deal of consumer
choice available in the market.
► Tills is where front line employees come into their own because they can
very much help with the actual selling process. Qualities of an employee
involved with the selling of a product or service include:
 enthusiasm, honesty, intelligence, initiative and friendliness;
 knowledge of the industry and the product;
 good judgement;
 consistency.
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Explore the presentation and promotion of tourist facilities

► Communicating effectively will be a major asset because it will help in
terms of customer satisfaction. A well spoken person will attract the
attention of the customers and the use of good grammar, vocabulary
and tone of voice all help to reflect the degree of professionalism that is
required for the work.
► Many potential customers who turn up at a point of sale may or may not
purchase a good or service. There are of course a large number of
reasons why these prospective customers cannot buy a particular good:
 It may be too expensive for them, however many can afford it but still
do not buy because they are not sure of its advantages.
 They maybe short of information.
► It is part of customer service to provide the
prospective customer with as much
information as is required for that person
to make up his or her own mind regarding
purchasing.
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Explore the presentation and promotion of tourist facilities

► Being knowledgeable about the product will also improve selling skills,
as the sales person will be more confident. This image will be reflected
to the prospective customer who will become more aware of the
knowledge and will be more confident in buying the product.
► Knowledge and skill in presentation can be improved with the
appropriate training for staff working in the front line.
► It is important that the sales staff is able to properly present the product
to potential customers. The sales presentation should focus on a central
idea, which should be the unique perceived benefit that the prospective
customer gains from buying the product/service.
► Therefore, the presentation should
focus on ‘matching’ the benefits of the
product with the needs of the
prospective customer so that they will
be entirely satisfied that the product will
meet their needs and requirements.
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Explore the presentation and promotion of tourist facilities

► Customers buy when they become satisfied that their decision will either
make/save them money or time; they also need to be certain that the new
product/service will be reliable; therefore, the presentation must be
convincing in these areas.
► In many cases, if the sales person conducts the sale properly, the
customer will close the deal. The manner in which a sale is concluded
depends on the style of the customer and their motivation.
► No-nonsense high-achievers are likely to decide very quickly and may be
a little irritated if you leave matters hanging after they’ve indicated they
are happy to proceed; cautious technical people will want every detail
covered and may need time to think; very
friendly types may actually say yes before
they are ready, in which case the sales
person needs to ensure that everything is
suitably covered so that there
are no complications or Sales
complaints at a later stage. Pitch
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Range of promotional methods and their use

identified
► Promotional techniques are used by travel and tourism
organisations to make prospective customers aware of
products, to whet their appetites and stimulate
demand; they also provide information to help
customers decide about which products they will
actually purchase.
► In the promotional process, the selection and the use
of the tools is crucial as nowadays the tourism industry
is an extremely challenging marketplace.
► These methods are used to tell customers about, and
persuade them to buy, the services available.
Promotional materials should be well designed,
appropriately worded and readily available to the target
customers.
► They can include advertisements, brochures and
leaflets, posters and other point-of-sale items,
merchandising materials, videos and press releases.
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Range of promotional methods and their use identified

► In order to achieve maximum effect from promotional efforts, there are a
range of important factors to consider:
 What is the promotional campaign trying to achieve?
 Who is the target market?
 What promotional materials will be used?
 How will the success of the campaign be monitored and evaluated?
► Fig. 3.8 shows the staff working at a 5-star
international resort hotel’s tour desk. This is
the customer service environment where
hotel guests can make purchases for a
variety of local tours and excursions.
► The photograph gives a clear indication that
a range of products are on display and
information about them is being made
available to the potential customers.
► Let us now consider some of the ways in ▲Fig. 3.8 - Staff working
which such products can be promoted. at a tour desk
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Brochures
► The brochure is a very good source of basic information about particular
destinations, attractions and facilities. It is common to find the following
included:
 A map is included in most brochures and it
gives the location of the destination relative to
the point of entry, together with resort
attractions.
 A table of climate figures indicating what the
weather conditions will be like.
 A description of the facilities to be found in
selected types of destination accommodation.
 Photographs showing aspects of the natural
and built environment that people are likely to be interested in.
 Brief details of local places of interest and attractions.
► It needs to be remembered that the main purpose of these printed
brochures is to create awareness amongst the readers which will then
lead to a positive decision of buying one of the featured holiday products.
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A
Promotional leaflets Activity 7
► These are essentially mini-brochures
To help you understand that a wide
acting as adverts for a particular range of travel and tourism
product or service. organisations use leaflets as a means
► They are carefully designed to of promotion, visit your local Tourist
attract the eye and provide basic Information Centre (TIC) and obtain a
details about what is on offer. sample of the leaflets that are currently
► Key factual information usually on display.
provided for the benefit of the This will allow you to identify some of
potential customers includes prices, the main types of provider present in
timings and contact details. the local area. Place these into
suitable categories, such as:
• Visitor attractions
• Tours and Activities
• Entertainment and Restaurants
Do the leaflets produced by particular
types of provider have any similarities?
Which do you think are the most useful
and why?
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Advertisements
► Most travel and tourism businesses use a variety of
media, rather than a single source, to get their
message out to the public. The advertising components
used, such as brochures, newspapers, direct mail, and
radio etc. should work together for broad coverage of
the target markets previously identified.
► Some media reach certain markets better than others,
and different target markets will use different media to
get their information. They also use these media at
different times. Thus, no one medium can reach
everyone at the same time.
► For most organisations their budgetary restrictions will
limit their choice of advertising to publications rather
than on television or radio.
► The choice of publications in which to advertise is vast.
In addition to local and national press, there are also
special interest magazines and tourist board guides.
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Advertisements
► Advertising usually has either tactical or strategic objectives.
► Strategic advertising is concerned with creating awareness of
markets, and of products, of developing an organisations identity
and image. Strategic advertising takes a more long term view.
► Tactical advertising is aimed at specific market segments and
persuading them to go to a particular place or buy a certain
service, sometimes at a particular time or season. Tactical
advertising takes a more short to medium term view.
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Internet
► The key to achieving the benefits of Internet
promotion is having a well designed and well
maintained website that is attractive,
informative, interactive and quick to
download.
► Well-designed tourism websites incorporate
information that is as accurate and detailed
as a brochure, often with timetables, photos
and graphs and such sites essentially
operate as a ‘Virtual Tourist Office’.
► Effective sites are updated regularly with
information regarding the tourism products
and services, such as entertainment
available etc.
► The cost of setting up a website can vary
depending on how elaborate and functional
the site is.
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Internet
► Website features that appear to yield the most positive returns for national
destinations include:
 search facilities,
 special offers and packages advertised on the website,
 enquires page,
 samples of the particular culture of the county,
 subscription capabilities for regular email newsletters,
 information in different languages,
 virtual brochure rack,
 itineraries that include directions, photographs and dining suggestions,
 online packages of activity, sightseeing and cultural interest.
► It is especially important to properly profile the site with the main search
engines (i.e. to ensure that the site appears high in the list of search results).
In addition, all members of the tourism industry should be encouraged to
promote the website and become linked to it.
► Local attractions that have internet sites can he especially targeted for the
establishment of such links. Site profile is also increased in many cases by
linking with relevant local, national and international sites.
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Window display and other in-house promotional
methods
► Window displays should not be underestimated as a
way to promote tourist destinations.
► In the aftermath of the Asian tsunami in 2005, the
Tourism Authority of Thailand (TAT) launched a
sustained program of marketing and promotional
activities. In an attempt to promote the resumption of
travel to Phuket, Krabi and other destinations along the
Andaman coast, the Stockholm office of the Tourism
Authority of Thailand worked in partnership with TUI
Nordic, a key player in Scandinavian charter operations.
► The result was the creation of prominent destination
marketing window displays, promoting travel
destinations around Thailand, in some 250
Scandinavian travel agency throughout Norway,
Sweden, Denmark and Finland. Retail travel agencies
are a common sight in towns and cities all over the
world.
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Window display and other in-house promotional methods

► Like many other types of shop, travel agencies try to attract customers by
having eye-catching window displays. Fig. 3.9 shows a typical UK shopping
street in which the travel agency has occupied a key site in order to
maximise customer numbers. It is located on a corner, thus providing it with a
shop frontage on two streets. This also means that the travel agency has the
opportunity for two window display areas.
► The windows in this example are full of promotional offers. The signs are
large, using bold colours, to help attract the attention of people walking by.
The fact that the travel agency is on a main road surrounded by other shops
will mean that it can take advantage of the high pedestrian flows that are
found in such locations.
► Larger attractions will also promote
their various additional products and
services to visitors once they have
arrived on site. Large hotels behave in
a similar fashion; therefore, let’s have a
brief look at these in-house
promotional methods.
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Window display and other in-house promotional methods

► Fig. 3.10 shows a major international 5-star resort hotel’s dining terrace
being prepared for a special buffet luncheon. The buffet is available for
both resident hotel guests and to outside customers who buy it as a part
of a special day visit package that also allows beach and pool access.
► Such packages will be advertised to non-resident customers by a variety
of traditional methods. However, hotel guests will be made aware of the
buffet by slightly different methods including:
 in-room tv advert;
 in-room news letter or
information sheet;
 notice in reception and/or
at the restaurant entrance;
 menu insert or table advert
at a previous meal service;
 word of mouth from
restaurant staff.
▲ Fig. 3.10 - Dining terrace of a 5-star resort
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A
Activity 8 Media Product
To understand the Brochure Camping and caravan site
ways in which Local Radio Boating Holidays
promotional
Trade Magazine A Hair and Beauty show
activities can take
place, look at the National Television Motorway service facility
following lists of Women’s Magazine Public-owned swimming pool
media and tourism Point of Sale Hotel Wedding Reception Package
products. Match Display
International airline’s low-season
the most suitable Local Newspaper fares
promotional Press Release New museum
method to each
Direct mail Cookery Weekend
product, giving
reasons for your Posters Local community festival
choice. CD Hand-gliding lessons
Cinema Caribbean holidays
03 – Unit Assessment
1 – Dealing with 2 – Essential 3 – Following 4 – Reference 5 – Tourist
Customers Personal Skills Procedures Sources Facilities
Page 129

How your knowledge and understanding of the Unit 3 content is

likely to be assessed
► Examination questions will always be partly based around pieces
of real life travel and tourism industry material. This chapter
contains examples such as the images included under various
sections.
Question 1
a) Explain three personal skills and qualities that ‘front-of-house’
?
travel and tourism employees would be expected to possess.

(6 marks)
b) Explain why it is important for safari guides to have the following
attributes:
• Local destination knowledge
• Good written and spoken English skills
• First aid training.
(6 marks)
03 – Unit Assessment
1 – Dealing with 2 – Essential 3 – Following 4 – Reference 5 – Tourist
Customers Personal Skills Procedures Sources Facilities
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Question 2
► Refer to the following description of a restaurant managers job role and
duties.
WANTED
Restaurant manager
?
The restaurant is your empire, but it is essential to liaise effectively with other heads of department. Good relations
with the kitchen are a top priority; Also with the bars (especially if there is a particular bar from which your staff
obtains wine and drinks... for diners), housekeeping (for linen supplies and laundering) and reception (who get
enquiries for table reservations, and are in a strong position to encourage guests to dine in the restaurant). You will
take reservations (mostly by telephone), greet guests as they arrive in the restaurant, and show them to their table.
Some restaurant managers also hand guests the menu, and return to take the order, advising on the choice of
dishes, wines and other drinks. Otherwise waiting staff do this, and your job is to keep an eye on all tables, guests
arid staff, so that you spot and can quickly deal with anything that is going inappropriately. It is courteous to check
that guests are enjoying their meal. Complaints will happen, even when nothing has gone wrong, and your
diplomatic skills have to come to the fore. You will recruit and train restaurant staff (although the general manager,
or personnel and training manager may also be involved), plan staff rotas, ensure that routine duties such as
cleaning the silver are attended to, and that licensing and health and safety legal requirements are complied with.
Before service, you will brief staff on the day's menu, any large bookings and VIP guests. Stocks of cutlery,
glassware, china and other restaurant equipment are your responsibility.

a) Identify three groups of internal customers that the restaurant manager

will have dealings with.

(3 marks)
03 – Unit Assessment
1 – Dealing with 2 – Essential 3 – Following 4 – Reference 5 – Tourist
Customers Personal Skills Procedures Sources Facilities
Page 130

Question 3
► Refer to the figure below, a photograph
showing a member staff from a resort
hotel’s pool & beach department
attending to the needs of an external
customer.
a) Identify and explain two ways in which
the uniform is appropriate for the
service environment.

(4 marks)
b) Explain two types of training the
member of staff is likely to have
received.
?
(4 marks)
1 – Dealing with 2 – Essential 3 – Following 4 – Reference 5 – Tourist
Customers Personal Skills Procedures Sources Facilities
A
Activity 3
Land Use Survey to assess the degree of multiple use within a chosen destination

►Fig
2.8 –
Why Dubai?
Climate Graphs
E
Example
► This idea of

Case Study 5: Tourism in Dubai Creek

► The 14 km

Year 1972 1979 1991 2000 2004 2007 2008

International arrivals (000’S) 1 30 196 467 600 676 683
NK ABOUT

Land Use Survey to assess

the