Customer Service for Different Types of Tourists » Ancillary Services

What you'll learn this session

Study time: 30 minutes

What ancillary services are in the tourism industry
Types of ancillary services offered to different tourists
How ancillary services enhance the customer experience
How to tailor ancillary services to specific tourist needs
Case studies of successful ancillary service provision

Introduction to Ancillary Services in Tourism

When tourists travel, they need more than just transport and accommodation. They need a whole range of extra services that make their journey smoother, more enjoyable and more memorable. These extra services are called ancillary services.

Key Definitions:

Ancillary Services: Additional services provided by tourism businesses that complement the main product (like flights or hotel stays).
Revenue Stream: A source of income for a business.
Upselling: Encouraging customers to purchase a higher-end product or add extras to increase sales value.

Did You Know? – The Value of Extras

Airlines can make up to 40% of their revenue from ancillary services! That's why they're so keen to sell you priority boarding, extra legroom and in-flight meals.

Common Types of Ancillary Services

Ancillary services appear throughout the tourism journey - from booking to returning home. Let's explore the main categories:

🎫 Transport-Related Services

Priority boarding
Seat selection
Extra baggage allowance
Airport transfers
Car hire
Travel insurance

🏨 Accommodation-Related Services

Room upgrades
Early check-in/late check-out
Spa treatments
Breakfast packages
In-room dining
Laundry services

🎯 Activity-Related Services

Guided tours
Equipment rental
Photography packages
Fast-track entry to attractions
Special event tickets

📱 Technology Services

Wi-Fi access
Mobile apps with local guides
Translation services
Portable chargers
SIM cards/mobile data

Tailoring Ancillary Services to Different Tourist Types

Different tourists have different needs and expectations. Smart tourism businesses adapt their ancillary services to match these varied requirements:

👪 Family Tourists

Child-friendly meal options
Babysitting services
Family activity packages
Kids' welcome packs
Connecting rooms

💼 Business Tourists

Express check-in/out
Meeting room hire
Printing services
Premium Wi-Fi
Airport lounge access

🏕 Adventure Tourists

Equipment rental
Specialist guides
Packed lunches
GPS rental
Action photography

The Customer Service Aspect of Ancillary Services

Providing great ancillary services isn't just about what you offer, but how you offer it. Good customer service means:

Informing tourists about available services at the right time
Not being pushy - suggesting rather than pressuring
Personalising recommendations based on the tourist's needs
Delivering services efficiently with minimum hassle
Resolving problems quickly if services don't meet expectations

Case Study Focus: Virgin Atlantic's Ancillary Services

Virgin Atlantic is known for its creative ancillary services. They offer:

Pre-flight massages in their Clubhouse lounges
Chauffeur service for Upper Class passengers
Afternoon tea service on board
Customisable comfort kits

By focusing on unique, memorable extras that enhance the flying experience, Virgin has built strong customer loyalty and increased revenue per passenger.

Accessibility and Inclusive Ancillary Services

A crucial aspect of customer service is ensuring ancillary services are accessible to all tourists, including those with disabilities or special needs:

♿ Services for Tourists with Disabilities

Wheelchair assistance
Accessible transport options
Sign language interpretation
Adapted room facilities
Special dietary requirements

🌎 Services for International Tourists

Currency exchange
Translation services
Adaptor plugs
Multi-language guides
Cultural orientation

Selling Ancillary Services Effectively

Tourism businesses need to promote their ancillary services in ways that benefit both the business and the customer:

Timing is everything - offer services when they're most relevant (e.g., car hire during flight booking)
Bundle services to create attractive packages (e.g., "Relaxation Package" with spa + late checkout)
Train staff to identify opportunities to suggest helpful services
Use digital channels like apps and pre-arrival emails to promote services
Collect feedback to improve and develop new services

Case Study Focus: Premier Inn's Ancillary Services Strategy

Premier Inn, a UK budget hotel chain, has successfully grown its revenue through ancillary services:

Their "Meal Deal" offers dinner and breakfast at a discounted rate
They partner with local attractions to offer discounted tickets
Their app allows easy booking of extras before arrival
They've introduced "Ultimate Wi-Fi" as a premium option

This approach has increased their revenue per room by over 20% while enhancing customer satisfaction.

The Future of Ancillary Services

The tourism industry is constantly evolving and so are ancillary services. Here are some emerging trends:

🚀 Technology-Driven Services

Virtual reality tours before booking
Augmented reality guides
AI concierge services
Contactless experiences
Personalised digital guides

🌱 Sustainability-Focused Services

Carbon offset options
Eco-friendly transport rentals
Local community experiences
Reusable amenity kits
Plant-based meal options

Summary: The Value of Ancillary Services

Ancillary services are not just "nice-to-haves" - they're essential components of the tourism experience that:

Enhance the overall tourist experience
Provide additional revenue for tourism businesses
Allow for personalisation based on tourist needs
Create opportunities to exceed customer expectations
Help businesses stand out from competitors

By understanding the different types of tourists and their specific needs, tourism businesses can develop and deliver ancillary services that truly enhance the customer journey.

🧠 Test Your Knowledge!