☆ Why Information Matters
Good information helps customers:
- Make informed choices
- Feel confident in their decisions
- Avoid disappointment or problems
- Get the best value for money
- Have realistic expectations
Delivery of Customer Service » Providing Information and Recommendations
What you'll learn this session
Study time: 30 minutes
- How to provide accurate and relevant information to customers
- Techniques for making appropriate recommendations
- Understanding different customer information needs
- How to use various information sources effectively
- Skills for tailoring recommendations to specific customer types
- The importance of up-to-date knowledge in customer service
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Unlock This CourseProviding Information to Customers
In the travel and tourism industry, providing accurate information is one of the most important aspects of customer service. Customers rely on tourism professionals to guide their decisions about destinations, accommodations, attractions and travel arrangements.
Key Definitions:
- Customer information: Facts, details and guidance provided to customers to help them make informed decisions.
- Recommendations: Suggestions made to customers based on their needs, preferences and requirements.
- Information sources: Resources used by travel and tourism staff to obtain accurate information for customers.
! Poor Information Leads To
When information is inaccurate or incomplete:
- Customer complaints increase
- Customers may feel misled
- Trust in your organisation decreases
- Negative reviews may follow
- Potential legal issues could arise
Types of Information Customers Need
Customers in the travel and tourism industry seek various types of information depending on their specific needs and the stage of their customer journey.
✓ Pre-booking Information
- Destination details
- Accommodation options
- Transport choices
- Pricing and availability
- Weather conditions
- Visa requirements
✓ Pre-travel Information
- Check-in procedures
- Baggage allowances
- Travel documents needed
- Health requirements
- Local customs and etiquette
- Currency information
✓ In-destination Information
- Local attractions
- Transport options
- Dining recommendations
- Emergency contacts
- Local events
- Shopping opportunities
Sources of Information
To provide accurate information and recommendations, travel and tourism professionals need to use reliable sources. These include:
⊕ Internal Sources
- Company databases and booking systems
- Brochures and promotional materials
- Colleague knowledge and experience
- Training materials and product manuals
- Company intranet and information systems
⊕ External Sources
- Tourist board websites and publications
- Travel guides and reference books
- Industry websites and databases
- Supplier information (hotels, airlines, etc.)
- News sources for current events and updates
Making Effective Recommendations
Recommendations go beyond simply providing information. They involve using your expertise to suggest the best options for a particular customer based on their specific needs and preferences.
The AIDA Model for Recommendations
When making recommendations, the AIDA model can be a useful framework:
→ Attention & Interest
Attention: Capture the customer's attention with relevant suggestions that address their specific needs.
Interest: Build interest by highlighting features and benefits that match their preferences.
Example: "For a family with young children like yours, I'd recommend this resort because it has supervised kids' clubs and family rooms."
→ Desire & Action
Desire: Create desire by explaining how your recommendation will fulfil their needs better than alternatives.
Action: Encourage them to take action by making the booking process simple and addressing any concerns.
Example: "This package includes priority check-in and a free airport transfer, which will make travelling with children much easier. We have availability for your dates - shall we secure it for you?"
Tailoring Information to Different Customer Types
Different customers have different information needs and preferences. Effective customer service involves adapting your approach accordingly.
♥ Families
Focus on:
- Child-friendly facilities
- Safety information
- Entertainment for all ages
- Family discounts
- Practical logistics (e.g., cot availability)
♥ Business Travellers
Focus on:
- Wi-Fi and business facilities
- Transport connections
- Time-saving options
- Loyalty programmes
- Cancellation policies
♥ Older Travellers
Focus on:
- Accessibility information
- Pace of tours/activities
- Medical facilities nearby
- Comfort factors
- Insurance requirements
Case Study Focus: The Informed Hotel Receptionist
Sarah works as a receptionist at a city centre hotel in Edinburgh. A guest approaches her desk asking about local attractions. Instead of just handing over a map, Sarah asks several questions:
- "How long are you staying with us?"
- "Are you interested in history, art, or outdoor activities?"
- "Are you travelling alone or with family?"
- "Do you have any mobility concerns?"
Learning the guest is a history enthusiast staying for two days, Sarah recommends a specific walking route taking in key historical sites, suggests booking the castle tour for the morning to avoid crowds and mentions a special exhibition at the National Museum. She also provides a weather forecast and suggests alternative indoor options if it rains.
The guest later leaves a 5-star review specifically mentioning Sarah's helpful recommendations that "made our short stay much more enjoyable than if we'd tried to figure it out ourselves."
Best Practices for Information Delivery
How you deliver information is just as important as the information itself. Follow these guidelines for effective information delivery:
✓ Do's
- Check understanding: "Does that answer your question about the excursion options?"
- Use visual aids: Maps, brochures and photos help clarify information
- Provide written information: Email confirmations with key details
- Stay up-to-date: Regularly refresh your knowledge
- Admit when you don't know: "I'm not certain about that - let me find out for you"
✗ Don'ts
- Overwhelm with information: Too much detail can confuse
- Make promises you can't keep: "I guarantee the weather will be perfect"
- Give outdated information: Always check for recent changes
- Rely solely on memory: Double-check facts before sharing
- Rush through important details: Take time with complex information
Keeping Your Knowledge Current
The travel and tourism industry changes constantly. To provide accurate information and recommendations, you must keep your knowledge up to date.
⊕ Daily Updates
- Check company emails
- Review travel alerts
- Note any system changes
- Read industry news
⊕ Regular Learning
- Attend product training
- Participate in familiarisation trips
- Complete online courses
- Read destination guides
⊕ Feedback Loop
- Ask customers about experiences
- Learn from colleagues
- Review customer feedback
- Reflect on your recommendations
Quick Tips for Excellent Information Service
- Listen carefully to understand what information the customer really needs
- Ask clarifying questions to ensure you provide relevant information
- Personalise recommendations based on specific customer preferences
- Provide alternatives when your first recommendation might not be suitable
- Follow up to check if additional information is needed
- Document important information in customer records for future reference
- Be honest about limitations or potential issues