Ever had a travel experience that just stuck with you? Not because the destination was breathtaking (although, bonus points if it was!), but because of how you were treated along the way? Just recently I was grabbing a coffee at a cafe in Busselton. My little one, who’s nearly two, decided to have a full-blown meltdown, much to the amusement (and annoyance) of the other patrons. But the young barista didn’t bat an eyelid. She offered a toy from behind the counter, whipped up a babycino (on the house!), and even distracted him with a funny face. It was such a simple thing, but it turned a potentially disastrous situation into a manageable (and even somewhat pleasant!) one. That’s the power of customer experience in action, folks, and it certainly made my day!
Now, let’s be clear, customer experience (CX) isn’t just about being nice to people. It’s about crafting an entire journey, from that initial spark of wanderlust to the post-trip reminiscing, and making it memorable for all the right reasons. It’s about understanding the emotional connection people have with travel and tapping into that. In fact, a whopping 86% of customers are willing to pay more for a better experience, so it’s time to sit up and listen up.
We’re talking about loyalty, repeat bookings, and, frankly, a competitive advantage that’ll leave your rivals wondering what you’re putting in the water (hint: it’s a solid CX strategy). What makes your hotel stand out? What makes guests want to return for a stay? Scott Aussie Tourism Marketing can help you craft a winning CX strategy and attract more bookings in your city/region – just sayin’.
Are You Just Selling Beds, or Memories?
We’ve shifted gears, folks. We’re no longer in the business of flogging just beds or flights. We’re in the experience business. Think about it: people are after stories to tell, memories to cherish, and Instagrammable moments to brag about (let’s be honest!).
What do tourists look for in a memorable experience?
It’s about focusing on those “moments of truth” – that initial booking phone call, the greeting from the concierge, the unexpected local treat left on the pillow, the tour guide’s enthusiasm at Busselton Jetty. These are the moments that define a customer’s perception.
Consider a dinky little boutique hotel, for example. They’re not just offering a room; they’re offering a curated wine tasting with the local vineyard owner, a private cooking class with the chef using ingredients from their garden, and a curated walking tour of the local village. Compare that to a generic hotel, plonking down the same drab amenities, and frankly, it’s chalk and cheese.
Now, some of you might be thinking, “Hang on, Andy, this sounds expensive. How can a small B&B provide that?” Well, listen up. CX doesn’t always require a massive investment. Personalised welcome notes, home baked goods, recommendations to the best local hiking trails are not expensive to provide, and adds a personal touch to each of yours guests, even on a busy farm stay.
It’s about making the most of what you’ve got and adding those small, thoughtful touches that make a big difference.
Knowing Your Guests (and Making Them Feel Known)
Personalisation is the name of the game. It’s about knowing your guests (or customers) and making them feel like you know them. That doesn’t mean stalking them on social media (definitely don’t do that!), but it does mean using the data you have to create more relevant and engaging experiences.
We’re not just talking about remembering their name (although, that’s a good start!). It’s about knowing their preferences, understanding their travel style, and anticipating their needs.
What are the best ways to anticipate guest needs?
Think of a hotel using data from past stays to send guests targeted offers – a discount on a spa treatment for someone who booked one previously, a recommendation for a local restaurant that serves their favourite cuisine, a heads-up about a nearby event that aligns with their interests.
That’s not just marketing; that’s building a relationship. Why Email List Building is Still Essential for Tourism and Hospitality is a good thing to remember here.
Of course, personalisation can be a tricky beast. It’s easy to cross the line from helpful to creepy. The key is transparency, ethical data collection, and respecting customer privacy. Give customers control over their data and preferences, and make it clear how you’re using their information.
Happy Staff = Happy Customers
Your staff are the face of your brand. They’re the ones interacting with customers every day, answering their questions, solving their problems, and generally making sure they have a good time. That’s why How Employee Happiness Fuels Hospitality Success is so important.
How can a small B&B empower their staff to make on-the-spot decisions?
If your staff aren’t happy, engaged, and empowered, they simply can’t deliver a great customer experience. It’s that simple. So, you need to invest in employee training, provide them with the resources they need to do their jobs effectively, and create a culture that values initiative and creativity.
Using Technology to Enhance the Human Touch at Local Businesses
Tech’s a funny thing, isn’t it? Some people think it’s the answer to everything, while others see it as the downfall of humanity. But in reality, it’s just a tool – a tool that can be used to enhance, not replace, the human touch.
Think about a tour operator in [Your City] that offers a mobile app that allows their guests access to real-time information, interactive maps, and personalised recommendations. No more paper maps that get caught by the wind! At Scott Aussie Tourism Marketing, we know a thing or two about web design, as you can see when we talk about Lights, Camera, Bookings! How Killer Photos Transform Your Tourism Website (and Your Bottom Line)
Now, before you get all “robots are taking over,” let me be clear. Technology should enhance, not replace, human interaction. Use technology to automate tasks, personalise communications, and provide convenient access to information, but always ensure that customers can easily connect with a real person when they need help.
Tracking the ROI of Customer Experience for Businesses
Right, let’s get down to brass tacks. How do you know if your customer experience initiatives are actually working? The answer, my friends, is data. You need to track key metrics like Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), Customer Lifetime Value (CLTV), and, of course, those all-important online reviews on sites like TripAdvisor and Yelp. In fact, a good start might be checking out What We’ve Learned From Reading 500 Negative TripAdvisor Reviews
These metrics can be used to identify areas for improvement and demonstrate the ROI of your CX efforts. For example, if you see a drop in your NPS, that’s a red flag that something’s not right. Dig into the data, identify the root cause, and take action to fix it.
The Unsung Hero’s Encore
So, there you have it. Customer experience – not just a “nice-to-have,” but a critical driver of revenue, loyalty, and competitive advantage in the tourism and hospitality industry, especially for businesses in tourism and hospitality.
Prioritise customer experience and invest in building a customer-centric culture.
Need a hand getting started? That’s where Scott Aussie Tourism Marketing comes in. We can help you assess your current CX, identify areas for improvement, and develop a winning strategy that’ll have your customers singing your praises all over social media. Give us a shout!
In an increasingly competitive market, those who prioritise customer experience will be the ones who thrive. Go on, give it a go. You might just surprise yourself.
