Five Outcomes of Effective Tourism Ambassador Training
Our destination marketing (DMO) and convention and visitors bureau (CVB) partners consistently tell us that knowledge is power. An engaged, energetic team of community members and stakeholders who are informed and excited about welcoming new visitors is key to tourism and tourism ambassador success.
As a manager, you can only personally impart some of the information necessary for all of your stakeholders and local workers to excel on the front line and improve your visitor experience. You've got too many other fires burning.
That's where destination knowledge and tourism skill training programs come in. This 2014 annual holiday survey from Deloitte* indicates that 61% of consumers expect associates to be knowledgeable about products, and 48% suggest that a knowledgeable associate increases the likelihood of a purchase.
The best tourism ambassador training program delivers tangible, measurable results. Here are five outcomes to expect from an effective training program for your destination stakeholders and front-line workers.
1. Improved Visitor Experiences, Length of Stay and Retention
Well-rounded tourism training programs help participating community members transfer their knowledge to visitors in engaging, fun ways. Visitors who feel engaged, like they're making a connection with your people and not simply getting a sales pitch, are more likely to feel like they've had an authentic tourist experience.
Even more importantly, they're more likely to return to your destination for their next trip.
2. Increase in Overall Visitor Spending and Add-on Sales
Tourism Ambassador training that empowers volunteers and front-line workers and engages visitors boosts overall in-destination spending. In addition, knowledgeable tourism ambassadors are better positioned to suggest events, activities, restaurants, and experiences that visitors might not have considered, further boosting local sales and revenues.
3. More Upselling to Higher-Priced Experiences And More Overnights
Knowledgeable, empowered front-line workers see upsell and extend-your-stay opportunities in virtually every visitor interaction. If you're looking for a cost-effective way to boost your destination's margins and garner more lengthy overnight visits, look no further than a well-rounded tourism ambassador training program.
4. Better Teamwork
Front-line workers with extensive, up-to-date knowledge about your city, state, or region and service know-how are more likely to feel a stake in your destination's success and to work together with your destination marketing organization or convention & visitors bureau as a cohesive team. Community members who understand the importance of tourism are easier to inspire, activate, and engage. They are more likely to go the extra mile to help visitors—and the destination itself.
5. Increase in Visitor Satisfaction & Spending during Seasonal Periods
The most impactful training programs give ambassadors the tools necessary to be more resourceful with their visitor engagement and service efforts. This is particularly true during peak travel season and other special occasions, a prime time for new products, campaigns & experience launches.
Targeted and in-depth learning opportunities about the latest destination tourism products and tips for suggesting or selling them provide better results during visitor interactions.
Supportive Training Program Design
Most front-line companies have mandatory training programs for all employees. Any optional training program must not conflict with other on-the-job responsibilities, such as selling products. Additionally, voluntary training programs should be highly targeted, support the needs of your stakeholders, and be easily consumed in short timeframes.
Community members, frontline workers, and civic leaders who feel engaged, are empowered to share their knowledge with tourists, and can devote their full attention to promoting new experiences are critical ingredients for attaining desirable, measurable outcomes.
We designed the TEA Training Criteria to ensure that tourism ambassador training empowers and does not burden community members and destination marketing staff.
We even make learning fun. Community stakeholders and front-line workers complete Learning activities to earn points and certificates of completion, which they can then redeem for prizes and other rewards.
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