It doesn't matter whether you are a small or large concern, new or
mature business, or are promoting an entire region or country, the motivations
of what converts adventurer travel prospects into paying customers are the same
all over the world.
The Three Laws of Adventure Travel Prospects
Prospects want
to know three basic things quickly and concisely:
- That others have traveled before them, meaning your company has
experience doing what it says it does.
- That other people have had a good time, meaning you offer exceptional
service, and fun, informative trips to exciting places
- That nobody died, meaning you run safe trips.
Because the world is so accessible, ever changing, and occasionally
volatile, would-be travelers must have their basic concerns addressed before
they can choose your company or destinations. Soft-adventure travelers comprise
your largest market. Their safety and comfort must be addressed before they can
make decisions about price, length of stay, and activities.
Word-of-Mouth Advertising
The best way of
communicating safety, comfort, and experience
Word-of-mouth has been, and continues to be, the best form of
advertising. If a prospect sees a positive quote, reads a compelling story, or
hears about a great trip, then the Three Laws of Adventure Travel Prospects
have been addressed. Clearly someone went before them, had a good time, and
didn't die.
Your clients and associates can be your best seed planters, sowing
the news of your wonderful trips and destinations. A good referral is golden,
but seldom produces a customer immediately. Producing a crop doesn't happen
overnight. Before you can get that "thumbs up" referral, first you've got to
earn it.
Service & Hospitality
The backbone of
the industry
Have you ever wondered, "How effective is my marketing?" Are you
spending money to get "the word out," yet your sales aren't what you would
like? Many in our industry overlook the foundation of our business. Adventure
travel is a service industry.
Our guests should return home with increased skills, fond memories,
unique experiences, and feelings of rejuvenation. This will lead them to share
with family members and associates the magic of your destination. And so the
golden seeds of referrals are sown.
Harry Beckwith, author of Selling the Invisible, says it best:
"Before you write an ad, rent a list, or dash off a press release - fix your
service."
Travel Agents & Global Destinations
Even though you
may not be the direct provider of the adventure travel/eco-tourism service, the
principles still apply. You don't want to promote outfitters before you are
confident they provide fun and safe trips.
Look into the destination or outfitter you're promoting, and look for
the fruits of referrals: happy customers. Choose testimonials and images that
convey excitement, fun, and safety. If the outfitter can't provide
testimonials, maybe you should promote someone else.
The following nine principles will help outfitters, agents, and
destinations achieve happy guests who will give you valuable testimonials.
Focus on improving these principles and never compromise them.
The Nine Principles of Customer Service for the Adventure
Travel Industry(c)
1) Be a Good Listener - Most
important, listen to your customers' concerns and complaints, as well as their
praise. Discover what it is they want. Your guests are your best source of
information in assessing your services and performance. Well-written guest
surveys are invaluable for getting feedback, testimonials, and referrals. Help
prospects qualify themselves before signing up. Make sure they understand the
rigors, responsibilities, and dangers, as well as the level of exertion,
entailed in the experiences you offer.
2) Exceed Expectations -
Under-promise and over-deliver on a consistent basis with exceptional service.
This is what they'll remember and tell their friends about. It is amazing how
small details can make a big impression. You work hard and spend big money to
get qualified prospects to call your office or e-mail you. How professional,
informative, and timely is your response? That first contact can set the tone
and significantly impact a purchasing decision.
3) Practice Safety - Clients want
to know the destination and activities are safe. They will feel more at ease
during real or perceived risks if they have been educated about their new
activities or environments in advance. Unfortunately, if most human beings'
fears or worries are not addressed, their minds will grow weeds, not flowers.
Advise on plant, animal, and natural resource cautions. Let them know that
there is generally nothing to worry about if they respect the environment and
heed your advice. Brief guests on your safety procedures for any excursions
without staff away from home base.
4) Provide Great Food - Guests
must eat well, never be hungry, and have adequate water and drinks. Fresh food
with ample portions served at a scheduled time can make any adventure more
memorable and satisfying. If meal service is going to be delayed, provide a
little snack to tide guests over.
5) Cater to Sleep Needs - Guests
need and want comfortable and peaceful sleep. Make sure everyone is comfortable
with his or her bedding. Cater to individual needs by offering single
accommodations. Charging an extra cost is okay. Provide easy access to
bathrooms with safety procedures for nighttime use. Separate late evening
social areas from sleep areas by distance and/or trees or a hill. Hand out
earplugs if necessary.
6. Think Comfort - Provide first
world standards when possible. Bathroom breaks and bathing are important on a
regular basis. Give people every opportunity for comfort: hammocks, beach
chairs, portable toilets, whatever you can provide. Never go too long between
bathroom breaks. Some guests may have weak bladders and need more frequent
breaks to feel comfortable and relaxed. Make sure everyone has adequate water,
as well as appropriate clothing and footwear.
7. Be Sensitive to Capabilities -
Never exceed physical or mental capacities of guests. Always ask groups and
individuals if they are comfortable with the activity and exertion level before
and during the activity. Be sensitive to the slowest as well as strongest in
the group. Splitting the group into two smaller groups is a good option. Rest
as needed. I believe in a trip rating or difficulty system that allows guests
and outfitters to jointly participate in selecting the most appropriate
trip.
8. Be Fun - Be friendly, helpful,
courteous, and fun! Make sure your staff is there for the guests and not for
themselves. Good storytellers, jokesters, and musicians can distinguish your
staff and company from other companies. Be sensitive with humor and with
families with kids. If you cater to kids, employ staff that loves kids. Guests
sometimes need encouragement or guidance to try an activity. You are the guide
and activity director combined. Discuss activities or mini-classes in advance
so guests will know what is happening and when.
9. Provide Information - An
informed guest is safer and more relaxed, and has more fun. Our guests are
educated and want to learn about their new environment. Assume that guests know
little or nothing about their surroundings. Look for opportunities to provide a
minimum of three details about each type of surrounding element during any
outing. Be prepared to talk about the plants, animals, birds, trees, rocks,
geological formations, fish, marine mammals, and shells. Include information
about local culture, economy, and history, too. The more we can share, the more
value we are providing our guests.
Like other businesses I know and have worked with, you, too, will
experience more repeat clients and referrals by applying these details of great
customer service. Your business, in time, will prosper like never
before!
Assuming you're providing exceptional customer service and your
guests are raving about your destination and trips, how do we reach prospects
and let them know what your business or destination offers and the credibility
you've earned through safe and fun trips?
Defining/Credibility Statement
Effective
communications
Much too often I see adventure travel outfitters, agents, and
destinations make their business names the dominant graphic of their ads,
tradeshow booths, web sites, or brochures. I call this a "So what, who cares?"
headline. Big mistake.
Unless you're Coca-Cola, most prospects aren't going to deduce from
your business name what you do or what your destination offers them. Consumers
of adventure travel, like most people, are generally very busy, and constantly
inundated with exciting offerings and options. A well-written
Credibility/Defining Statement communicates quickly and easily the benefits of
traveling with your company and staying in your destination.
Your Credibility/Defining Statement should include the
following key elements:
- Your company's level of experience, therefore your
credibility.
- What type of trips you offer.
- Where you operate your adventure trips.
- The trip's average length and/or size of groups.
- Variety of offerings or activities
- Level of comfort and accommodations
- Key benefits the reader can look forward to
Make the Defining/Credibility Statement the prominent focus of all
your marketing pieces. That includes brochures, newsletters, postcards,
stationery, envelopes, trade show exhibits, and web sites.
Sometimes, it may be more appropriate for new start-up businesses to
make their company's name the central copy feature of marketing layouts. (See
the first example - Panama Highlands Guest Hacienda).
But established companies with a track record should spotlight their
Defining/Credibility Statements. That makes it easy for prospects to determine
quickly if they want what the company offers and the marketing piece will yield
greater sales. (See second example - Mariah Wilderness Expeditions.)
New start-up project
Tropical Vacation of a Lifetime
Panama Highlands Guest
Hacienda
Panama Highlands near the Pacific Ocean
Exclusive Soft
Adventure Homestay
Culture • Spectacular wildlife, birds &
plants • Unparalleled Scenery Upscale homestay • Deluxe safari
camping • 4 - 6 guests • Custom tours Gold seal safety •
Excellent guides • Personalized customer service • Great food •
All-inclusive
River Rafting - established company
Since 1982, over 72,000 happy guests
WHITEWATER
RAFTING
WILDERNESS ADVENTURES
Seven exciting rivers in California
& Oregon
1/2 to 7 day trips • Beginner to advanced •
Family trips • Team building B & B'S • Catered camping •
Guide school • Private groups • Women's tours Excellent guides &
Equipment • Spectacular Scenery • Outstanding Customer
Service
As you can see, clear, concise Defining/Credibility Statements help
to qualify prospects. Having prospects tell you "No," is almost as valuable as
a "Yes." Too often promoters and suppliers of adventure travel spend beyond
reason on expensive literature, and waste valuable time on people who aren't
solid prospects. Remember: We are in this industry for quality of life and
PROFIT.
The Bottom Line
We are a service
industry. Cater to the needs of the soft-adventure traveler. Solicit quality
testimonials from customers to promote word-of-mouth advertising. Develop a
clear and concise Defining/Credibility Statement. Build your marketing efforts
on these proven principles. Your adventure travel/eco-tourism business or
destination will prosper and stand out from the crowd.
Tim Warren and Adventure Business Consultants, has helped dozen's of
adventure travel business just like you with exceptional customer service
training for management and staff, and marketing material that gets
results.
