Travel and tourism customers

Types of Travel and Tourism Customers

• Leisure travellers: Individuals who travel for enjoyment or entertainment, this can include families, individuals, or groups of friends. They are the most common type of tourist and their activities might involve sightseeing, relaxation, shopping and exploring new cultures.
• Business travellers: These individuals travel for work-related activities such as attending meetings, conferences or corporate events. They are often a high-yield market, meaning they spend more than other types of travellers.
• Adventure travellers: These tourists seek exciting activities and experiences, such as mountain climbing, rafting, or wildlife safaris. They are often attracted to unique or remote destinations.
• Cultural tourists: Individuals who travel to experience other cultures and history, including archaeological sites, museums, festivals, and cultural events.
• Health and Wellness tourists: These customers travel for health and wellness purposes, which may include spa and wellness retreats, medical treatments or medical tourism.
• Religious tourists: Visitors travelling for religious or spiritual reasons, often to attend a religious festival or visit a religious site.

Customer Needs in Travel and Tourism

• Safety: All tourists require their destination and chosen activities to be safe.
• Quality services: Customers expect high-quality services in transportation, accommodation, and attractions.
• Value for money: Tourists are sensitive to getting the best value for their money in terms of services and experiences.
• Reliable information: Access to reliable and accurate information about their destination, travel arrangements and costs is essential for all customers.
• Comfort: Comfort is an important factor, especially concerning transport and accommodation.
• Variety of experience: Customers look for diverse entertaining and recreational activities.

Factors Influencing Travel and Tourism Customer’s Choice

• Budget constraints: The customer’s financial situation affects what they can afford in terms of travel, accommodation and activities.
• Time constraints: Available vacation time can dictate how far a tourist can travel and how long they can stay.
• Preferred activities: Customers may select a destination based on the type of activities it offers e.g. skiing, hiking, sightseeing.
• Climatic conditions: Some people prefer specific climatic conditions, for instance, warm, cold or moderate climates.
• Ease of access: Visitors may be influenced by how easy it is to reach a location, in terms of travel time or the availability and convenience of flights or other modes of transport.
• Political stability: In general, tourists prefer places that offer a politically stable environment.

Customer Expectations in Travel and Tourism

Customers’ expectations can influence their perceptions of the quality of service provided by travel and tourism organisations. These may include:

• High-Quality Service: This includes expert guidance, prompt responses and the ability to meet specific requirements or resolve any issues.
• Reliability: Customers expect that what has been promised to them will be delivered.
• Catering to specific needs: This includes arranging for dietary restrictions, providing facilities for disabled customers or other specific needs or preferences.
• Clear and accurate information: Customers expect clear, upfront prices with all fees included and accurate, useful information.
• Security and Safety: Travel customers expect their safety to be a priority, with secure premises and clear information on safety procedures.
• Value for Money: Customers expect to get their money’s worth in terms of the overall travel experience, from services to facilities and experiences.