TH2108

PERFORMANCE TASK
1. Identify a tourism and hospitality business and develop strategies that may help it improve its
products and services based on clients’ interests through client profiling. Refer to the instructions
and sample of creating a client profile on Pages 2-4 of this document.
2. After completing the business’ client profile, create a strategy that will help it improve the products
and services it offers to its client. Refer to Pages 2-3 of your handout for the sample strategies and
tools.
3. Place your output on a short bond paper with the following formatting:
 Font and size: Calibri, 11
 Spacing: Single
 Margin: 1” all sides

4. Upload your output in 06 Task Performance 1 – ARG dropbox on or before Week 10.
5. Your output will be evaluated using the following rubric:
CRITERIA PERFORMANCE INDICATORS POINTS SCORE
The client profiling is insightful, with complete supporting
Content 60
details.
The developed strategy is innovative, feasible, and relevant
Organization 40
to the tourism business and its products and services.
TOTAL 100

Creating a profile will give you a clear vision of your ideal customer. It is a fictional customer with a
name, picture, and specific demographics. Everything is made up of several other real people’s
characteristics.
Gathering information from people you think are your ideal customers is always helpful.
Creating Ideal Customer Profile
Let us say that you provide safari tours in Africa and you want to attract Asian tourists. You have
identified that your ideal customer is a wealthy man between 45-55 years of age. You need to determine
the following six (6) steps:
 Basic Information. First, you need to personalize your profile by giving him/her a name and a
face. You can create your cartoon avatar on Avachara.com or Face Your Manga. In this phase,
you write down all the basic information you can think of.
Example:
Name: John Santos
Gender: Male
Age: 55
Location: Rizal, Philippines

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Marital Status: Married for 30 years

Children: 3 grown ups
Profession: CEO of Merchandising Company
 Life Values and Interests. Now step into the shoes of your ideal customer and imagine life as if
you were that person. Write down his/her life values and interests, hobbies, lifestyle, and what
s/he does to relax in his/her spare time.
Example:
Business Goals: Expand business, smart investing
Family Goals: Each family member has a successful career
Personal Goals: Wants to enjoy the fruits of his hard work uniquely.
Lifestyle: High standard
Hobby and Relax time: Play golf, goes to the country club, travels, spend time
with family.
This information will help you understand your customer better, giving you better insight into
his/her motivation for your tours.
 Trip Motivation and Desires. Determining his/her possible motivation helps you understand
why your ideal client wants your tour. Why would s/he wish to go on your tour, and what s/he
expect from it? Does s/he run a stressful life and want to relax? Or maybe s/he is looking for an
adrenaline rush? What would be “the perfect tour” for your ideal customer?
Example:
Trip Motivation: Wants to enjoy retirement and have the best experience with
his wife without thinking of spending money.
Trip Desires: Have a romantic moment with his wife, relive the young days,
explore different cultures, spend money on food and
experiences, make new friends of the same age, feel free to
relax, and see life differently.
Use this information to adjust your tour or activity to your traveler’s needs and desires. Does
your tour give him/her what s/he needs and makes him/her feel good? You could design tours
to suit your perfect client better and decide about the tours you can develop next.
 Source of Information. This stage determines how your ideal customer gathers information
about your tour. Maybe s/he got a recommendation from a good friend. Perhaps they came
across your tour on the Internet. Write down all the sources of information (e.g., social media,
books, magazines, blogs).
Example:

Recommendation: A family friend from the same social status

Technology: Laptop and smartphones
Social Media: Instagram, LinkedIn
Magazines: About business, travel, golf

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Websites: Well-known business and travel portals

This information will help you determine where and what distribution channels you want to be
present in. You need to be where your customer is. Also, with this, you can define what would
be interesting and useful for travelers to read about on your website and what vocabulary and
tone you should use to sound like a friend and develop trust. As a result, it will be easier to tailor
a promotional message for your travelers.
 Fears and Obstacles. It is time to write down all the possible reasons your ideal customer might
not choose your tour. Maybe your web page and reviews do not reflect such an attractive image
of you as a tour provider? Possibly you do not have a clear and instant online booking system?
Example:
Fears: Does the tour provider has a good rating? Is it safe to travel? Do I need
to be in good shape?
Objectives: Wife’s approval of the choices made and to pay in advance
If you have a solution for your ideal customer’s fears and objectives – figure out why you do not
know about it. If a solution doesn’t exist – why doesn’t it exist? This will help you discover the
“final push” that makes your ideal client buy your tour.
 A Story. This is the fun part – write a story as your traveler would, not as yourself. Imagine that
you were him/her and want to buy a tour or activity similar to yours.
Example:
My name is John Santos. I’m a 55-years old CEO of a Philippine merchandise company.
I’ve worked hard to provide my family with a comfortable life all my life. Now that my
children are all grown up, I want to enjoy the fruits of my hard work. I’m retiring soon,
and I want to take my wife on a life-changing trip.
Last year we went to France, but I would like to experience an exotic destination this
year. My good friend told me that he had a great time in Africa which I would love to go
to, but I need to consult with my wife and get her approval. I want to stay in a nice hotel
and eat some good traditional food. But most of the time, I want to explore the country
on a safari tour. It would be great to go on safari with other couples of our age.
My only concern is finding safari agencies that can provide safe tours. Maybe I need to
be in good shape? I remember I came across an article featuring the top 10 safaris for
married couples on the Internet. It would be great if I could pay in advance.
This is a short version of the story, but you should try to be as specific as possible. It is like
summarizing all the details you have gathered from your client’s profile.

Reference:
Keršić, D. (17 January 2017). Define an ideal customer for your tours and activities. Orioly. Retrieved 5
November 2021, from https://www.orioly.com/ideal-customer-buy-tours-trips-travels/

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