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Basic introduction to selling in tourism and travel

Basic introduction to selling in tourism and travel



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    Selling Selling Presentation Transcript

    • Selling Sales & Marketing + http://flickr.com/photos/pinkmoose/96973266 / Hillary Jenkins, Otago Polytechnic
    • The Big picture? Who are the players? What are their needs? Selling & Service
    • Tourism is the largest industry in the world, it touches on an almost endless number of things in people’s lives. It has social, economic, cultural and psychological significance. It plays a role in contemporary society and by extension – through your own travel - it plays a role in your life. The Big Picture
      • Lets look at the term “ selling or sales…”
      • What does it mean to you?
        • Take 5 minutes to write a definition for both selling or sales
      The Big Picture
        • Selling can be more complex than just completing a purchase
        • Within the tourism industry its more about helping people make the best buying decision by focusing upon their needs ie.
          • which cruise to take?
          • which tour – guided or independent?
          • how best to get to a destination?
      The Big Picture
        • take 5 minutes to explore a good definition for service
        • Think of an example of good and bad service you have experienced recently
      The Big Picture
        • Service
        • according to Turban et al, 2002 “ Customer Service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation” – wikipedia
        • The way a person and/or company interacts with and treats its customers
      The Big Picture
        • Service moments in the tourism industry
          • A hotel front-desk person welcomes you by name
          • A smiling flight attendant asks you if you would like a pillow
          • A stateroom steward on a cruise ship turns down your bed while you are at dinner
          • An employee at a tourist bureau answers the phone as soon as it rings
          • A theme park employee gives directions to a ride
      The Big Picture
        • The client – who can also be known as:
            • the purchaser
            • the customer
            • the consumer
            • the buyer
        • Or in tourism terms:
            • the guest
            • the passenger or pax
            • the visitor
      Who are the players?
        • The seller – who is often known as:
            • the salesperson
            • or company
        • Or in tourism terms:
            • the wholesaler
            • the travel agent
            • the tour guide
            • the tour operator
      Who are the players?
      • Tourists
          • Who are they and why do they travel?
          • The World Tourism Organisation defines tourism as: …the activities of persons travelling to and staying in places outside their usual environment……..
      Who are the players?
        • Why people travel?
            • To experience the beautiful
            • Pleasure from interacting with people/family in other countries and gaining a sense of fellowship and community from them
            • Business
        • To satisfy curiosity and gain information about the world
            • People are naturally curious
            • Even short duration visits can provide insight
      Who are the players?
        • Why do people travel ?
        • To participate in history
          • Important sporting events eg. Olympics
          • Visit sites where famous people lived
        • Business
        • The sex industry
      Who are the players?
        • Why do people travel?
        • To gain an identity
            • experiences
            • knowledge
            • Growth
            • leisure
            • you may not find out who you are but you could discover who or what you are not
      Who are the players?
        • To be successful in selling you must understand your clients:
            • Wants
            • Needs
            • Desires (the basis of marketing)
        • Selling is one step in the much broader phenomenon that marketing represents
      What are their needs?
        • www.world-tourism.org
        • Berger. Arthur ASA. (2004) Deconstructing travel – Cultural Perspectives on Tourism. Alta Mira Press, Rowman & Littlefield Publishers, Inc, California, USA.
        • Mancini, Marc. (2003). Connecting with Customers – How to Sell, Service, And Market the Travel Product. Prentice Hall, New Jersey.