Villanueva Franz Aaron M.

BSHM-124

1. What customer profiling activities/concepts did you observe in the video? What are the benefits of
having a customer profile in the tourism and hospitality industry?

In the film showcasing customer profiling actions, customers are surveyed to gather their comments and
demographic and psychographic information, aiming to understand them better. Customer profiling, a
marketing process, involves identifying and categorizing the target market. This approach benefits hotels by
providing deep insights into visitors' behaviors, characteristics, and interests, enhancing communication
strategies and marketing campaigns. By leveraging this understanding, businesses can cater to the ideal
consumer's needs, preferences, and communication preferences, fostering lasting relationships and reducing
susceptibility to competitive pressure. Moreover, client profiling can lead to increased profitability by
optimizing resource allocation and improving return on investment.

2. Explain your perspective on the phrase: “Understanding your customer is Key.” How can this
perspective impact your future career in the tourism and hospitality industry?

Understanding your customer's needs is crucial, as it is just as important as effective marketing. It involves
welcoming customers, providing value, and making them feel valued. The level of customer service
experienced during a trip significantly impacts whether a customer will return or recommend your
establishment to others, whether they are traveling for business or leisure. Customers have numerous options
when they travel, and excellent customer service often determines whether they choose your business over
competitors. This level of service typically does not incur additional costs but is essential for creating positive
memories for travelers. Visitors expect friendly, accommodating, and knowledgeable service from hotel staff
and other tourism-related businesses. It's particularly helpful when staff members are familiar with the local
area and attractions, as many tourists are unfamiliar with the region they are visiting. Providing this level of
service can help visitors create lasting memories and enhance their overall experience.