Consistent customer service is important for travel and tourism organizations to succeed. Providing a good customer experience some of the time is not enough - customers want to know what to expect every time. Inconsistent service can cause customers to lose trust and take their business elsewhere. It is much more expensive for businesses to acquire new customers than retain existing ones. To achieve consistency, organizations must have the right systems in place and hire employees who take pleasure in ensuring customer happiness. Empowering staff to deliver excellent service is key to maintaining consistent high levels of customer satisfaction.