LESSON 7:

GUEST RELATION
IN HOSPITALITY
& TOURISM
INDUSTRY
(PART I)

Ms. Angelica S.A Reyes

Instructor
SGEUT
 OBJECTIVES
At the end of the lesson, you are
expected to:
a. Define Guest Relation;
b. Understand the nature of guest
relation; and
c. Identify customer or guest
requirements.
 Guest Relation in the perspective of tourism
and hospitality industry, can be defined as a
series of activities designed to enhance the
level of customer or guest satisfaction.
WHAT IS It is a field of specialization. Customer
GUEST relation is everything about the
RELATION? everchanging preferences of the guest: their
needs and wants.

It is very necessary to know the fact that

there is always something new around the
corner and the trick here is to know how to
keep up.
 NATURE OF GUEST RELATION
◦ From the guest point of view, guest relation is about
the degrees and variation of what they can get from
the establishment.
◦ On the other hand, tourism professional simply want
to turn a profit without losing what is important to
them.
The tourism and hospitality industry is
always associated with customer
service.

QUALITY
Many people see this industry, whether
hotel or resort, as a place to relax and GUEST
take a break from their normal everyday
stresses.
SERVICE

As we all know, there are a wide variety

of customers in a tourism and
hospitality establishments. They may be
customers utilizing accommodation,
food and beverage, and other leisure
activities and facilities.
 QUALITY GUEST SERVICE
◦ Quality customer service is not just
associated with 5-star hotels or resorts, it
is a fundamental aspect of all hospitality
and tourism businesses, whether budget
or luxury.
◦ Simply, customer service is important to
any business in any industry. It is about
ensuring customers leave your premises
pleased with the experience they
received.
 QUALITY GUEST
SERVICE
◦ Quality service is being able to
use a combination of products
and services, as a combined
offering, and should meet the
expectations of the guest.
◦ Before we can tailor our products
and services to provide an
offering that the guest wants, we
first need to find out what the
guest wants.
THE CUSTOMER
A customer is being seen on the following description:

 A person on the receiving end of what the business offers;

 Someone who is willing to pay a fair price for a quality product
and wants to be neither over-charged nor under-served;
 The reason the company is in business; and
 Someone who has certain needs and wants them filled and who, if
we cannot fill them, will go to a competitor who will.
The list below would give you the idea and clear message about
how we should treat our guests/customers:

The customer does us

The customer is not The customer is not an
a favor by walking in
dependent on us; we interruption to our
or phoning up, we
are dependent on work, they are the sole
don’t do them a favor
them. reason for it.
by serving them.

The customer is part of

The customer is not a
our business, not
statistic.
outside of it.
 The customer is a flesh and blood human being
with feelings and emotions.
The list below The customer is not someone to argue with or
would give you the match wits with.
idea and clear
message about how The customer brings us their wants and needs, and
it is our job to satisfy them.
we should treat our
guests/customers: The customer is deserving of the most courteous
and respectful attention we can give them.

The customer is the lifeblood of our business,

because without them there is no business
CUSTOMER NEEDS, WISHES AND
EXPECTATIONS
◦ Needs - these underlie wishes and expectations and are the things customers
are unable to do without. For example, they may be in a foreign town and
simply cannot do without a bed for the night, a meal or beverage.

◦ Wishes - these refer to the way in which our customer would prefer to satisfy a
specific need, but they may not have the resources to meet these wishes. They
may wish to stay in the luxury suite, dine at an internationally renowned, 5-
star, fine dining restaurant and drink expensive, but they haven’t got the money
to pay for it so they settle for something else.
 CUSTOMER NEEDS,
WISHES AND
EXPECTATIONS
Expectations - these spring from the
customers‟ needs and wishes but are
also influenced by:
 The company’s image or
reputation in the market
 The customer’s previous
perceptions and their experience
with the company
 The company’s advertising.
 HOW TO IDENTIFY CUSTOMER NEEDS,
WISHES AND EXPECTATIONS?
To gain a real understanding of the customer’s needs, wishes
and expectations, we should:
 Organize and conduct a series of focus groups
 Actively listen to the customers
 Make decisions and act on the basis of the customer’s
motives, needs and expectations
 Wear customer spectacles and see with the customer’s eyes
 HOW TO IDENTIFY CUSTOMER NEEDS,
WISHES AND EXPECTATIONS?
To gain a real understanding of the customer’s needs, wishes
and expectations, we should:
 Actively look for customer feedback
 Ask customers what elements or factors of service are of
particular importance to them
 Analyze the market trends
 Analyze the competitors