1. Communicate your brand to your team.
It’s easy to forget that at the end of the day, it’s just your guests and your guide out there on the tour. Which makes it imperative that they fully understand not only your brand, but how it should be integrated into the tour.
The first step is to set internal facing ‘why’, purpose & values. If you already have these set, but in customer-facing form, you’ll need to re-write them so that they make sense for your guides.
For example, a customer-facing ‘why’ might be;
“We help you stay active on your trip by combining the must-see sights with the best local jogging routes.”
With a slight edit, the internal-facing version might be:
“We get health-obsessed travelers out of the boring hotel gyms and out into our city by turning a jog into a sight-seeing experience.”
It’s a very subtle difference however the first one probably won’t resonate with guides at all. The ‘you’, in that first version is the customer, whereas the ‘we’ in the second version includes the guide.
While values can take a bit more work to rewrite, they can be built into the employee experience from hiring to onboarding to team meetings to evaluations. Your customer, in this exercise, is your guides. And if you don’t incorporate the values into their experience, how can you expect them to incorporate them into the guest’s experience?