11.

ANCILLARY TOURISM SERVICES

Learning Outcomes
Understanding the role of guides,
couriers and animateurs in meeting
tourists needs
Appreciate the use of insurance and
financial services to assist the tourist
Identify the principal sources of
information in use by travel agents
Be aware of marketing and
consultancy services available to the
tourism industry

Introduction
Services that derive much of their
revenue from tourism and yet are
clearly not part of the industry are
called as ancillary services.
E.g. companies specializing in
constructions of hotels, theaters,
restaurants and other centres of
entertainment

Services To The Tourist

Guides: frequently known as retained
by principals for their expertise in
general or specialist subjects
Qualified guides: who have professional
qualifications to operate. E.g. blue badge
Amateur guides without qualifications:
Mainly used to cut costs
Driver who is also a guide: Who operate o
freelance basis, taking up to four individuals
on tour on their own vehicle

Couriers
Employed by coach companies or tour
operators
They supervise groups of tourist
participate in tours
Acts as a source of information
Also known as tour escorts, tour leaders,
tour managers, or tour directors
Driver who is also a courier may take the
responsibility of both driving and looking
after the passengers

Courier
Attached more
importance to their
social and people
management
functions.

Guide

Stress on imparting
information as the
most important
function of their
job.

Animateur
Members of the industry who
entertain tourists.
Street entertainers: jugglers, acrobats,
fire-eaters , living sculptures , etc.
Evening entertainers on stage
Sports instructors
Cartoon characters in Disney land

Financial Services
Insurance: a very important aspect of a
tourists travel arrangements which
covers the following contingencies:
Medical care and hospitalization
Personal accidents
Cancellation or curtailment of holiday
Delayed departure
Baggage loss or delay
Money loss
Personal liability

Insurance (contd.)
Some policies include coverage for the collapse of
the travel agent or tour operator
Tourists may prefer either a selective policy or a
standard policy
Most tour operators encourage their clients to buy
their companys comprehensive policies which are
often more expensive
Travel agents may offer a better value insurance
policies but they may ask a higher level of
commission
Free insurance has become a more attractive
incentive

Foreign Transactions
Travellers can pay for services and
goods while abroad by;
Taking foreign bank notes with them
Taking travellers cheques
Arranging the advance transfer of funds
to a specified foreign bank
Using travel vouchers
Using credit cards or charge cards
Travel money cards

Incentive Travel Vouchers

Theses are provided by companies to
their employees or dealers with
attractive travel packages as rewards
for achievements
These vouchers have proved to be a
stronger motivator than either cash
or consumer durables

Duty-free Shopping
The purchase of duty- free goods at
air ports, on board ships and at air
ports
These shops have been a strong
attraction for tourist for a very long
time

Services To The Suppliers

Education and training:
Earlier most employees of travel
agencies, tour operators and hotels
were trained on the job, often by
observing supervisors at work
Universities and colleges now offer
courses designed to provide a broader
knowledge of the industry and the
world of business

The Trade Press

These are journals covering both
social and commercial activities
They provide the heaviest
concentration of advertisements for
jobs in the industry

Hotel Guide Books

Hotel guide books have always
served the needs of both the trade
and the public
Independent guides
Paid entry guide
Registration guides

Travel Guide Books

Travel guide books are enjoying huge
popularity as more and more
holidaymakers travel further

Marketing Services
Tourism consultants
Representative agencies
Advertising and promotional
agencies
Technical services

Tourism consultants
Management and marketing
consultant offer advice to companies
on the organization and operation of
their business.
They do not directly involve in the
day-to-day running of the companies

Representative Agencies
For a royalty on sales, these
organizations act as general sales
agents for a company within a
defined territory.
A valuable service for smaller
companies seeking representation
abroad.

Advertising And Promotional Agencies

Do much more than design
advertisements and place them in
the media.
Involved in the entire marketing
strategy of the company
Design brochures by the studios
Use of technology in the promotion

Technical Services
Purpose made systems for tourism
business
Deals with travel information,
accounting, management, etc
Network allows agents to access
principals computer reservation
system

The future of ancillary services

Role of tour guides are becoming
important.
Technology replaces tour guide in
giving information. E.g. Walking tours
can be downloaded on to MP3
players
Tourist still seek out low-tech
experiences where their interaction
with humans is a main attraction.