Understanding Customer Needs Flashcards
In general, affinity group travelers attending a family event will be most concerned with which of the following?
Economical Transportation
Affinity group travel includes travel for people with similar hobbies or lifestyles. True or False?
True
Travel competes with other luxury items, such as high-end audio and video systems, for discretionary spending. True or False?
True
People who are primarily worried about keeping a roof over their heads will be equally concerned with what others think of them. True or False?
False
Which of the following questions is not necessary to satisfy your customer’s travel needs?
- Who is traveling?
- When are the dates of travel?
- Why are you traveling?
- What is your annual income?
What is your annual income?
Which type of traveler is most likely to seek out unique, novel, and adventurous travel experiences? -Near allocentric -Allocentric -Psychocentric -Near psychocentric
Allocentric
Travel is sometimes awarded by companies as an incentive to achieve company goals. True or False?
True
Which of the following is considered a psychographic characteristic?
- Age
- Income
- Travel preferences
- Marital status
Travel preferences
Psychocentric travelers are the first to travel to a new destination. True or False?
False
In general, business travelers will be least concerned with which of the following?
- Access to business services
- Convenient flight schedules
- Accurate reservations
- Economical accommodations
Economical Accommodations
Travel that travelers choose to do because they want to travel.
Discretionary travel
Travel that is not necessarily the traveler’s choice
Nondiscretionary travel
Travel taken because the nature of the work requires people to travel.
Business or corporate travel
Identify who has the need:
Developing convenient financial arrangements.
A company with business travelers
Identify who has the need:
Setting up and implementing travel policies and procedures.
A company with business travelers
Identify who has the need:
Using data on travel patterns to identify future cost-saving strategies.
A company with business travelers
Identify who has the need:
Developing a system for handling reservations (by phone, e-mail, online, automatically, and so on).
A company with business travelers
Identify who has the need:
Making reservations in the simplest and most efficient manner.
A company travel arranger
Identify who has the need:
A travel agent who is organized and responsive
A company travel arranger
Identify who has the need:
Travel agents who are experienced and knowledgeable about fares, about travel between airports and city centers, about hotels with business centers and other business-related amenities.
A company travel arranger
Identify who has the need:
The type of itinerary and travel documentation provided.
A business traveler
Identify who has the need:
The accuracy of reservations.
A business traveler
Identify who has the need:
Support if problems arise.
A business traveler
Identify who has the need:
Access to online reservation systems.
A business traveler
Group travel that is in some way related to a job or profession.
Meeting travel
Identify who has the need:
On-time arrivals to stick to a schedule with no wasted time.
Meeting travelers
Travel that has been awarded to an individual as a reward for job performance.
Incentive or Award travel
Travel that is tailored to groups of people with shared interests, activities, and goals or who are connected through hobbies, lifestyle, religion, or family.
Affinity group travel
Travel purchased by groups or individuals for pleasure.
Leisure travel
Travel offered to travel agents and others in the travel industry to familiarize them with the travel destination or travel product.
Familiarization or fam travel
Doctor attending an international medical conference
Meeting travel
Sales person attending a mandatory training sessions
Business travel
Salesperson taking a Caribbean vacation with family as a reward for outstanding performance
Incentive or Award travel
Mother taking children to visit grandparents
Leisure travel
Travel consultant visiting destination to earn specialist designation
Familiarization travel
The measurable characteristics of a population such as age, income, sex, family size, marital status, etc
Demographics
People’s values, beliefs, and lifestyle characteristics.
Psychographics
Maslow’s hierarchy of needs
- Physiological needs
- Safety needs
- Belongingness needs
- Esteem needs
- Self-actualization needs
Physiological needs
The most fundamental needs on Maslow’s hierarchy and includes food, water, sleep, etc. These are physical needs that need to be met first.
Safety needs
Once physiological needs are met, security becomes the next important need in Maslow’s hierarchy - secure income and a danger-free environment
Belongingness needs
The need for love and affection, once physiological and safety needs are met, then the need for belongingness becomes the motivator in Maslow’s hierarchy
Esteem needs
The need for self-respect and the respect of others becomes the motivator after physiological, safety and belongingness needs are met in Maslow’s hierarchy
Self-actualization needs
The need or desire to become all that one is capable of is the final motivator in Maslow’s hierarchy, once physiological, safety, belongingness, and esteem need are met.
Which of Maslow’s needs is most important for the travel advisor?
Self-actualization is the most relevant because it describes the need for personal growth
Plog’s Theory
Travelers can be classified as allocentric, near-allocentric, psychocentric, or near-psychocentric.
People who seek out unique and novel experiences in their travel, preferring action, adventure, and excitement
Allocentrics or Venturers
People who center their lives on the small, everyday problems of themselves or their families.
Psycocentrics or Authentics
People who are inhibited, choose familiarity and comfort, and prefer consistent and reliable travel destinations
Psycocentrics or Authentics
What are mid-centrics?
Mid-centrics who exhibit a blend of characteristics from near-authentics are called centric-authentics, and those who are more like the near-venturers are called centric-venturers.
Who takes trips to Japan
Near-Allocentric/Near-Venturers
Who takes trips to Africa
Allocentric/Venturers
Who takes trips to the Middle East
Allocentric/Venturers
Who takes trips to Southeast Asia
Allocentric/Venturers
Who takes trips to India
Allocentric/Venturers
Who takes trips to remote Pacific islands
Allocentric/Venturers
Who takes trips to Latin America
Allocentric/Venturers
Who takes trips to Russia
Allocentric/Venturers
Who takes trips to China
Allocentric/Venturers
Who takes trips to Antarctica
Allocentric/Venturers
Who takes trips to Eastern Europe
Allocentric/Venturers
Who takes trips to Argentina
Near-Allocentric/Near-Venturers
Who takes trips to Uruguay
Near-Allocentric/Near-Venturers
Who takes trips to Chile
Near-Allocentric/Near-Venturers
Who takes trips to interior Mexico
Near-Allocentric/Near-Venturers
Who takes trips to Mediterranean countries
Near-Allocentric/Near-Venturers
Who takes trips to southern Europe
Near-Allocentric/Near-Venturers
Who takes trips to Scandinavia
Near-Allocentric/Near-Venturers
Who takes trips to Panama
Near-Allocentric/Near-Venturers
Who takes trips to Belize
Near-Allocentric/Near-Venturers
Who takes trips to Costa Rica
Near-Allocentric/Near-Venturers
Who takes trips to Western Europe small towns
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to United Kingdom
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to Brazil
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to Caribbean islands
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to French Polynesia
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to Israel
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to Parts of Canada
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to South Korea
Mid-Centric/Centric Venturers & Centric Authentics
Who takes trips to sun-belt states
Near-Psychocentric/Near-authentics
Who takes trips to Mid-western states
Near-Psychocentric/Near-authentics
Who takes trips to Honolulu Hawaii
Near-Psychocentric/Near-authentics
Who takes trips to Bahamas
Near-Psychocentric/Near-authentics
Who takes trips to Bermuda
Near-Psychocentric/Near-authentics
Who takes trips to Western Europe Capitals
Near-Psychocentric/Near-authentics
Who takes trips to Australia
Near-Psychocentric/Near-authentics
Who takes trips to Resorts
Psychocentric/Authentics
Who takes trips to Theme parks
Psychocentric/Authentics
Who takes trips to Las Vegas
Psychocentric/Authentics
Who takes trips to Florida
Psychocentric/Authentics
Who takes trips to Ontario Canada
Psychocentric/Authentics
Who takes trips to Branson Mo
Psychocentric/Authentics
Who takes trips to Paris France
Psychocentric/Authentics
Who takes trips to London
Psychocentric/Authentics
Who takes trips to Jerusalem
Psychocentric/Authentics
Who questions
Who is traveling?
How many people are traveling?
Are they adults or children?
What are the passengers’ names?
When questions
When are the dates of travel?
What are the departure and return dates?
Is everyone traveling together?
How quickly must you act?
Are they going immediately or at a peak travel time?
What time of year does the customer prefer to travel?
Are the dates flexible?
Where questions
Where is the destination?
Where has the customer traveled before?
What kind of place does the client think would be the perfect setting for this trip?
Why questions
Why is the customer traveling?
Is it for business or leisure, or a combination?
What questions
What type of accommodations and services does the customer need or prefer?
What have been the customer’s best and worst trips/experiences? Why?
What activities or special interests does the customer have in mind?
Does the customer want those activities to be active, restful, or a mixture of both?
What would the perfect trip be like?
Vacation experience questions
“What was your best or worst vacation? Why?”
“What do you like to do on vacation?”
“How would you describe your perfect trip?”
“What are you looking for in this vacation?”
“How do you envision this trip?”
What is benefit selling?
Benefit selling focuses on how the characteristics or features of the product will have a positive value for the client.
What’s the benefit of this feature:
Small and independent
Personalized service, unique design, intimate atmosphere
What’s the benefit of this feature:
Remote location
Peaceful and refreshing setting, atmosphere encourages camaraderie, hustle and bustle of the everyday world feels far away
What’s the benefit of this feature:
All meals included
No need to hunt for local restaurants, complete selection of menu items for all sorts of appetites
What’s the benefit of this feature:
Day and nighttime activities
Variety of recreational opportunities to appeal to a diverse group; participants can be as active or inactive as they choose
What’s the benefit of this feature:
Located an hour a way
Self-contained, no need to waste time traveling into town for necessities, can engage with locals and sample local crafts and foods
What’s the benefit of this feature:
Not part of a chain
Out of the ordinary, not cookie-cutter, unexpected, different
What’s the benefit of this feature:
Limited guest list
Fewer distractions, group members can focus on each other
What’s the benefit of this feature:
Smaller scale
Not overwhelming or overly distracting
What’s the benefit of this feature:
Small footprint of facility
Buildings are close, productivity time increases, can walk everywhere, meals can be enjoyed together
Characteristics:
Prefer non-touristy areas Exploring/searching Insatiable desire to be active on trips Enjoy learning about what is new and exciting at their destinations On the creative, cutting edge Value spontaneity
High Energy Allocentrics
Characteristics:
Prefer familiar atmosphere Enjoy crowds Highly focused interests Pursue interests with a passion Enjoy recreational vehicles, which allow them to bring the familiar with them when they travel
High Energy Psychocentrics
Characteristics:
Travel at more leisurely pace than High-Energy Allocentrics
More intellectual travel than High-Energy Allocentrics
Prefer cultural travel, historic places
Enjoy solitude, peace and quiet, really getting away from it all
Low Energy Allocentrics
Characteristics:
Have few outside interests Territory bound Enjoy sitting at home on weekends Watch lots of television Enjoy watching baseball, golf, pro wrestling Value security and stability Like well-established, brand-name products Prefer familiar, family-oriented travel
Low Energy Psychocentric
Destinations:
Papua New Guinea Indonesia Zimbabwe Peru Central and Eastern Europe Botswana Myanmar Tibet
High Energy Allocentrics
Destinations:
Large cities in the U.S. Canada, except Quebec U.S. National Parks Hawaii’s outer islands Caribbean resorts Western Europe Great Britain
High Energy Psychocentrics
Destinations:
Central, Eastern, Southern Europe Mediterranean islands Israel Quebec Japan Scandinavia Russia China
Low Energy Allocentrics
Destinations:
Escorted group tours or cruises Atlantic City Florida beaches Oahu Disney World or other theme parks
Low Energy Psychocentric
A category of travel that consists of a group of people who share a common hobby, interest, or activity, or who are united through regular participation in shared outings. Often it is treated as a subcategory of leisure travel.
Affinity group travel
A person whose life is centered on varied interests (the Latin root “allo” means “varied in form”). Allocentrics are outgoing, confident, and curious. Also sometimes called a venturer.
Allocentric
A category of travel that consists of travel services provided to a business for an employee who is traveling to conduct the business of the firm.
Business Travel
The science of understanding why people make buying decisions.
Buyer Psychology
A method of classification or grouping people with similar characteristics together. Demographic measurements include age, sex, income, and employment.
Demographics
Travel that is undertaken because the traveler chooses to do so.
Discretionary travel
Travel that is undertaken by travel counselors to learn about a destination or travel product.
Familiarization trips
Travel offered by companies in order to reward employees for their accomplishments.
Incentive travel
Travel bought by individuals or groups for pleasure.
Leisure Travel
Travel that is undertaken to attend an organized event or meeting.
Meeting Travel
A person who travels in order to break from the routine, and to strike a healthy balance between work and play.
Mid-centric
Travel in which the traveler has no choice about dates or destination.
Non-discretionary Travel
A person whose thoughts are centered on the small, everyday problems of the self. This type of person is inhibited and unadventurous, and values familiarity and comfort in travel. Also sometimes called a dependable or an authentic.
Psychocentric
A method of classification or grouping people with similar characteristics together. Psychographic characteristics include values, beliefs, and lifestyle.
Psychographics
