Crisis & quality management in tourism
Lesson 1: Objective- Quality in tourism
The diference between customer feedback & complaints
Customer feedback
What travellers say about their experience (what they liked, what could be better, and how they felt about the service).
A travel complaint
An expression of dissatisfaction about part of the trip (like accommodation, transport or service) through which you seek a solution
or compensation.
Handling feedback
Listen openly, thank the guest, and use it to improve service.
Handling a complaint
Stay calm, show empathy, solve what you can immediately, and follow up professionaly. But keep the legislation in mind!
Cases
1. Upon arrival at their destination in Croatia, customers were surprised to discover that the hotel did not have a swimming
pool, despite a photo of a pool being prominently displayed on the provider’s website. The written description was vague
and did not clearly confirm the presence of a pool, which led to confusion and disappointment.
2. Upon arrival at Hotel Flamingo Beach in Marmaris, the guests expressed dissatisfaction with several aspects of their stay.
They found the rooms to be outdated and not in line with their expectations in terms of comfort and appearance. The
animation program was also disappointing, lacking variety and engagement. Additionally, they felt the food options were
quite limited and did not meet their preferences. Given these concerns, the guests have indicated that they would like to
leave the hotel and seek alternative accommodation that better suits their needs.
3. The clients recently returned from a round trip through Sicily, which they thoroughly enjoyed. The journey was beautifully
organized and offered many memorable experiences. However, they noted that the guide’s command of the English
language was rather limited, which occasionally made communication and explanations more challenging during the tour.
4. The clients recently returned from a Mediterranean cruise and overall had a pleasant experience. The ship was well-
maintained, and the itinerary offered a nice balance of relaxation and sightseeing. However, they did mention that certain
aspects of the onboard service felt a bit impersonal, particularly in the dining areas where staff seemed rushed and
interactions were brief. While this didn’t spoil the trip, a warmer and more attentive approach would have made the
experience feel more special.
, Handling feedback in a Travel Agency or Tour Operator Setting
In the travel industry, feedback—whether positive or critical—is a valuable tool for improving services and maintaining customer
satisfaction. Travel agencies and tour operators should approach feedback with openness, professionalism, and a genuine
willingness to learn.
Handeling feedback – Do’s
Listen actively and without judgement
Let the customer share their story. Show empathy and signal—verbally or non-verbally—that you’re listening. Sometimes, a
person simply needs to vent their frustration, without expecting a formal solution.
Acknowledge the emotion
Not just the content Say something like: “I understand that this must have been frustrating for you.” Even if it’s not a formal
complaint, the customer will feel taken seriously when their emotions are recognized.
Document the signal internally
Informal complaints are still valuable. Make sure to record them and pass them on to the appropriate team or person, so that
action can be taken if needed.
Rephrase what you hear
Sometimes it helps to summarize the complaint in your own words. For example: “If I understand correctly, you felt that the
communication about your trip wasn’t clear enough?” This allows the customer to feel heard and gives them the chance to confirm
or clarify their concern.
Use the moment as a learning opportunity
Informal complaints are still valuable for improvement. “Thank you for sharing this with us. We’ll include it in our internal
evaluation so we can avoid similar issues in the future.”
Handeling feedback – Don’t’s
• Don’t minimize the issue Never say things like “It’s not that bad” or “That just happens sometimes.” These phrases dismiss
the customer’s feelings and invalidate their experience.
• Don’t get defensive avoid responses such as “That’s not our fault” or “You should have checked that yourself.” These
escalate the conversation and erode trust.
• Don’t interrupt Let the customer finish speaking. Interruptions signal that you’re not truly listening.
• Avoid generic phrases without genuine engagement Statements like “We’ll take your feedback into account” sound
hollow if not followed by real interest or action.
• Don’t ignore or fail to document the issue Even if it’s not a formal complaint, it’s a valuable signal. Failing to record it is a
missed opportunity for improvement.
Lesson 1: Objective- Quality in tourism
The diference between customer feedback & complaints
Customer feedback
What travellers say about their experience (what they liked, what could be better, and how they felt about the service).
A travel complaint
An expression of dissatisfaction about part of the trip (like accommodation, transport or service) through which you seek a solution
or compensation.
Handling feedback
Listen openly, thank the guest, and use it to improve service.
Handling a complaint
Stay calm, show empathy, solve what you can immediately, and follow up professionaly. But keep the legislation in mind!
Cases
1. Upon arrival at their destination in Croatia, customers were surprised to discover that the hotel did not have a swimming
pool, despite a photo of a pool being prominently displayed on the provider’s website. The written description was vague
and did not clearly confirm the presence of a pool, which led to confusion and disappointment.
2. Upon arrival at Hotel Flamingo Beach in Marmaris, the guests expressed dissatisfaction with several aspects of their stay.
They found the rooms to be outdated and not in line with their expectations in terms of comfort and appearance. The
animation program was also disappointing, lacking variety and engagement. Additionally, they felt the food options were
quite limited and did not meet their preferences. Given these concerns, the guests have indicated that they would like to
leave the hotel and seek alternative accommodation that better suits their needs.
3. The clients recently returned from a round trip through Sicily, which they thoroughly enjoyed. The journey was beautifully
organized and offered many memorable experiences. However, they noted that the guide’s command of the English
language was rather limited, which occasionally made communication and explanations more challenging during the tour.
4. The clients recently returned from a Mediterranean cruise and overall had a pleasant experience. The ship was well-
maintained, and the itinerary offered a nice balance of relaxation and sightseeing. However, they did mention that certain
aspects of the onboard service felt a bit impersonal, particularly in the dining areas where staff seemed rushed and
interactions were brief. While this didn’t spoil the trip, a warmer and more attentive approach would have made the
experience feel more special.
, Handling feedback in a Travel Agency or Tour Operator Setting
In the travel industry, feedback—whether positive or critical—is a valuable tool for improving services and maintaining customer
satisfaction. Travel agencies and tour operators should approach feedback with openness, professionalism, and a genuine
willingness to learn.
Handeling feedback – Do’s
Listen actively and without judgement
Let the customer share their story. Show empathy and signal—verbally or non-verbally—that you’re listening. Sometimes, a
person simply needs to vent their frustration, without expecting a formal solution.
Acknowledge the emotion
Not just the content Say something like: “I understand that this must have been frustrating for you.” Even if it’s not a formal
complaint, the customer will feel taken seriously when their emotions are recognized.
Document the signal internally
Informal complaints are still valuable. Make sure to record them and pass them on to the appropriate team or person, so that
action can be taken if needed.
Rephrase what you hear
Sometimes it helps to summarize the complaint in your own words. For example: “If I understand correctly, you felt that the
communication about your trip wasn’t clear enough?” This allows the customer to feel heard and gives them the chance to confirm
or clarify their concern.
Use the moment as a learning opportunity
Informal complaints are still valuable for improvement. “Thank you for sharing this with us. We’ll include it in our internal
evaluation so we can avoid similar issues in the future.”
Handeling feedback – Don’t’s
• Don’t minimize the issue Never say things like “It’s not that bad” or “That just happens sometimes.” These phrases dismiss
the customer’s feelings and invalidate their experience.
• Don’t get defensive avoid responses such as “That’s not our fault” or “You should have checked that yourself.” These
escalate the conversation and erode trust.
• Don’t interrupt Let the customer finish speaking. Interruptions signal that you’re not truly listening.
• Avoid generic phrases without genuine engagement Statements like “We’ll take your feedback into account” sound
hollow if not followed by real interest or action.
• Don’t ignore or fail to document the issue Even if it’s not a formal complaint, it’s a valuable signal. Failing to record it is a
missed opportunity for improvement.
