As a travel agent or tour operator you are dealing with customers’ perceptions every day. A customer will often come to you with an idea of what a destination is like even though they have never been. They pick up snippets from friends, brochures, websites and the media. And because they have no personal experience of a destination or product all of this information comes together to form their reality.
I am sure you have many examples where you have come across perceptions that in fact do not match reality. Here are two of mine together with a reality check:
“Avoid Asia during monsoon season, it is too wet”.
Reality: there is more than one monsoon season and it rarely rains continuously. It is often sunny and warm.
“Cruising is for old people”.
Reality: the number of cruising options has been expanded considerably in recent years so that a wide range of ages, tastes and budgets is now catered for.
You can never tell what perception that next customer will come to you with and hence the importance of being forearmed with correct information. If all you can do is agree with their perception, and that perception is a negative one then of course you reduce your chances of making a sale.
It is not easy being one step ahead of your customers but by taking control of your learning it can be done. Online learning portals like Travel Uni have everything you need in one place and I recently gave some tips on making the most of elearning.
As the saying goes ‘knowledge is power’. If you have the facts at your fingertips you can handle those incorrect perceptions and make it easier to convert a sale.
Armed with accurate information you can delve deeper into a customer’s requirements. Now it could well be that after you have asked all the right questions, discovered a customer’s perceptions and their holiday requirements that a particular product or destination is not for them however, thanks to your knowledge, you will have considerably expanded the customer’s options.
Instead of saying good bye to a sale you can explore those other options further.
And of course your knowledge isn’t just about countering false perceptions but it’s about expanding both your and your customers’ horizons. I am sure you are aiming to visit as many destinations and experience as many products as possible but until you do there are online learning programmes. Certainly they can be no substitute for the real thing but good courses approached in the right way can give you the resources you need to stay that one step ahead.
It is true then that perception is reality but by completing online learning courses you will have the knowledge to correct any false perceptions.
I would be interested to know what false perceptions you have encountered.
Here are some more of my own examples:
“The Caribbean is an expensive destination.”
Reality: There are many islands to choose from and while some offer exclusive accommodation only others offer a wide range from B&Bs to 5 star.
“Saga holidays (like cruises) are for old people.”
Reality: Saga caters for anyone from aged 50 up and 50 is the new 30 J
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