Customer Service for Different Customer Types
In the travel and tourism industry, customers come from all walks of life with different needs, expectations and preferences. Providing excellent customer service means understanding these differences and adapting your approach accordingly. One size definitely does not fit all!
Key Definitions:
- Customer Types: Different categories of customers with specific characteristics, needs and expectations.
- Customer Segmentation: The process of dividing customers into groups based on common characteristics.
- Personalised Service: Tailoring your customer service approach to meet the specific needs of individual customers.
Main Customer Types in Travel and Tourism
Understanding the different types of customers you might encounter helps you provide better service. Here are the main customer groups in travel and tourism:
♥ Families with Children
Needs: Safety, child-friendly facilities, convenience, flexibility with schedules, value for money.
Service approach: Be patient, speak to children at their level, offer family packages, provide information about child-friendly activities.
Example: "A family of four arrives at your hotel tired after a long journey. The children are restless. Offering a quick check-in process, some activity packs for the children and information about the kids' club would be appreciated."
☆ Business Travellers
Needs: Efficiency, reliability, connectivity, quiet working spaces, punctuality.
Service approach: Be professional, respect their time, provide quick service, ensure all technology works.
Example: "A business traveller needs to prepare for a meeting. Ensuring the Wi-Fi works perfectly, providing a quiet space to work and offering express services would be highly valued."
♦ Elderly Travellers
Needs: Accessibility, clear communication, patience, possibly medical considerations, comfort.
Service approach: Speak clearly (not loudly!), be patient, offer assistance, ensure accessibility.
Example: "An elderly couple arrives at your attraction. Taking time to explain the layout clearly, offering a map with rest points highlighted and checking if they need any special assistance would be appreciated."
♣ Solo Travellers
Needs: Safety information, social opportunities, local insights, value for money.
Service approach: Provide safety tips, suggest social activities, offer insider knowledge.
Example: "A solo traveller checks into your hostel. Providing information about group activities, safe areas to explore and perhaps introducing them to other guests could enhance their experience."
Communication Strategies for Different Customer Types
How you communicate is just as important as what you communicate. Different customer types respond better to different communication styles:
☎ Verbal Communication
Families: Warm, friendly, simple language when speaking to children
Business: Professional, concise, focused
Elderly: Clear, patient, respectful (not patronising)
International: Simple language, avoid slang, check understanding
Ω Body Language
Families: Get on eye level with children, open posture
Business: Professional stance, attentive, efficient movements
Elderly: Patient body language, no rushing
All groups: Maintain appropriate eye contact, smile genuinely
⇒ Written Communication
Families: Include information relevant for all ages
Business: Concise, professional, well-formatted
Elderly: Larger font, clear language, print options
International: Simple language, visual aids, translations if possible
Handling Special Requirements
Different customer types often have special requirements that you need to be prepared for:
Accessibility Needs
Many travellers have accessibility requirements that must be addressed to provide excellent service:
- Mobility issues: Information about ramps, lifts, accessible rooms and facilities
- Visual impairments: Braille materials, staff assistance, audio descriptions
- Hearing impairments: Visual information, written communications, staff trained in basic sign language
- Dietary requirements: Clear information about ingredients, allergen menus, special meal options
Key point: Never make assumptions about what a customer with accessibility needs can or cannot do. Always ask how you can help rather than imposing assistance.
Cultural Considerations
International travellers may have specific cultural needs:
- Religious requirements: Prayer spaces, religious dietary needs, cultural sensitivities
- Language barriers: Translation services, multilingual staff, visual communication tools
- Cultural customs: Understanding of greetings, personal space, dining customs
Example: A hotel that provides prayer mats, compass directions for Muslim guests, or ensures kosher/halal food options demonstrates cultural awareness in their customer service.
Case Study Focus: Disney's Approach to Different Customer Types
Disney theme parks excel at serving different customer types simultaneously:
- Families: Child-friendly queuing systems, character interactions, family-sized meals
- Elderly/Accessibility: Wheelchair access throughout, rest areas, assistance animals welcome
- International visitors: Multi-language guides, culturally diverse food options, staff trained in multiple languages
- Business/Conference: Dedicated facilities, express services, business centres
Disney trains staff (called 'cast members') to recognise different customer needs and adapt their service accordingly. They use the principle that every guest should feel special, regardless of their background or needs.
Going Above and Beyond for Different Customer Types
Exceptional customer service means anticipating needs before they're expressed. Here are ways to exceed expectations for different customer types:
✓ For Families
- Offer children's welcome packs
- Provide information about family-friendly activities
- Arrange special touches for birthdays/celebrations
- Create child-friendly menus and spaces
- Offer babysitting services or kids' clubs
✓ For Business Travellers
- Express check-in/check-out
- Dedicated business facilities
- Early breakfast options
- Pressing/laundry services
- Quiet working spaces
✓ For Elderly Travellers
- Assistance with luggage
- Rooms close to lifts/facilities
- Information in larger print
- Slower-paced tour options
- Regular rest stops on excursions
✓ For International Visitors
- Staff who speak multiple languages
- Currency conversion information
- Adapters/chargers available
- Cultural awareness in service
- International food options
The Impact of Good Customer Service for Different Types
When you get customer service right for different customer types, the benefits are significant:
- Increased loyalty: Customers who feel their specific needs were met are more likely to return
- Positive word-of-mouth: People tell others in their demographic about good experiences
- Better reviews: Customers mention when their specific needs were catered for
- Competitive advantage: Standing out by serving diverse customers well
- Staff satisfaction: Employees feel good about providing excellent, personalised service
Quick Tips for Adapting Your Service
- Observe and listen: Pay attention to clues about what type of customer you're serving
- Ask good questions: "Is this your first visit?" "Are you travelling for business or leisure?"
- Be flexible: Adapt your communication style and pace to match the customer
- Anticipate needs: Think ahead about what different customer types might require
- Get feedback: Ask different customer types how your service could be improved
Summary
Providing excellent customer service to different customer types is about understanding, adapting and personalising your approach. By recognising the diverse needs of families, business travellers, elderly customers and international visitors, you can ensure everyone receives the service that suits them best. Remember that the most successful travel and tourism businesses are those that make every type of customer feel valued and understood.
