6 Things Every Tourist Really Wants

Contrary to popular belief, most tourists aren’t just looking for the lowest price. Instead, they want six specific things that make their travel experience memorable, comfortable, and enjoyable. These key elements are what truly drive tourism satisfaction and loyalty, making them essential considerations for anyone in the travel industry.

1. Preparation

Travelers want the people they interact with to be informed and prepared. Whether it’s a guide, hotel concierge, or tour operator, tourists appreciate when staff have done their homework. From knowing local hotspots to understanding specific interests, being prepared sets the foundation for an exceptional experience.

What NOT to do:
"Um, where exactly are you looking to go again?"

What TO do:
"Since you’re interested in local cuisine, I recommend this family-owned restaurant nearby that serves authentic dishes."

2. Simplicity

Travel can be overwhelming, with numerous options and logistical complexities. Tourists appreciate it when experiences, bookings, and information are simplified for them. They want clear communication without any jargon, so they can focus on enjoying their trip rather than navigating complexities.

What NOT to do:
"Our all-inclusive package includes various customizable options that allow you to select from a broad assortment of optional add-ons."

What TO do:
"Here’s your itinerary for the week, including the three tours and meals already arranged for you."

3. Creativity

Travelers are looking for unique experiences that go beyond the typical tourist attractions. They want creativity in their itineraries, accommodations, and even dining options. By offering fresh ideas and unexpected touches, travel providers can surprise and delight guests, helping them create memories that stand out.

What NOT to do:
"Here are the top 10 tourist spots everyone visits."

What TO do:
"We’ve planned a private sunset picnic at a lesser-known viewpoint that offers incredible panoramic views."

4. Loyalty

Travelers want to feel valued and cared for. When tourism professionals prioritize the needs of their guests over quick sales or upsells, they build trust and loyalty. This loyalty is what brings tourists back to the same destinations or encourages them to recommend experiences to friends and family.

What NOT to do:
"If you’re not booking today, we may not have availability later."

What TO do:
"If you’re unsure, let’s hold a spot for you, so you can take your time to decide."

5. Tourism Accessibility

Whether they’re trying to book a last-minute activity or need assistance with an itinerary change, travelers want to know someone is there to help. Accessibility and responsive communication are key to making tourists feel secure and valued. Ensuring they can reach someone in case of questions or problems is vital for their peace of mind.

What NOT to do:
(recorded message) "Please leave a message. We’ll get back to you in 48 hours."

What TO do:
"Feel free to text us anytime at this number if you need help during your stay."

6. Accountability

Tourists rely on travel providers to deliver on their promises. They want someone who will take ownership if anything goes wrong, rather than pointing fingers or passing them to different departments. Taking accountability not only ensures that issues are resolved but also shows tourists that they’re valued.

What NOT to do:
"I’ll need to send you to our support desk for that."

What TO do:
"I’ll contact the support desk for you and follow up to make sure it’s handled."

Creating Unforgettable Experiences

Meeting these six expectations doesn’t just lead to satisfied tourists; it leads to loyalty, positive reviews, and referrals. By understanding and focusing on what tourists truly want, tourism professionals can provide experiences that not only meet expectations but exceed them, ensuring long-lasting positive impacts on travelers and communities alike.

About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.