Principles of Group Psychology

About this course

In this self-paced course, tour guides and prospective tour guides will dive into the world of group psychology, group pedagogy group management and logistics.

Who is this course for? 
The course is intended for tour guides and prospective tour guides and anyone interested in the topic.

What will you learn? 

• You will learn about the principles of group psychology
• You will learn about group pedagogy
• You will learn how to manage a tour group
• You will learn about the logistics tied to being a tour guide

Keywords: Tour guiding, skills, group psychology, group pedagogy, logistics

Introduction to Principles of Group Psychology

In this section, you will learn about the principles of group psychology

Lesson 1: Introduction

Description:

Welcome back. I’m very pleased that you’re with us again for this fourth learning unit. This learning unit is divided into two parts. The first part is about group psychology and pedagogy, while the second is about group management and logistics.

 I can already assure you that both parts are closely related in practise. Why is that? Well, it’s mainly connected to the initial situation we find in almost every tour group. Individuals from different professional and social backgrounds join a group tour, aiming to get to know a new culture and country. Some participants might have taken part in a similar experience before, but for some it might be the first time.

 By taking part in a group tour, participants agree to adhere to certain group rules and norms. Conforming to a group and its norms places a great amount of pressure on individuals. Many guests find it difficult to be part of a group mode and mood, to accept limitations on their individual freedom, and to take responsibility as group members for the joint success of the tour. That’s why we, as tour guides, have to make sure that every participant is valued as an individual and also as a member of the group.

This creates a sense of belonging and facilitates positive group dynamics, preventing the emergence of tensions and conflicts. That’s our aim, because a tour group that doesn’t harmonize is an absolute disaster. So to avoid that, I’d like to work with you on the topics of this learning unit. Let’s start with group psychology

Group Psychology

Lesson 1: Principles of group psychology

In order to apply strategies enhancing positive group formation, we have to understand the principles of group psychology. Among other things, this means knowing the different phases of group formation and being able to name factors that influence group dynamics.

Different phases of group formation

The formation and dynamics of groups follow different stages – from the beginning until the end of a tour. Tour guides support participants through the different phases, helping them to adjust and align to the group as well as to mediate and to solve conflicts when they arise.

Orientation Phase:

Description: Participants do not know each other. They are cautious and feeling nervous: What will the other participants be like? Can I get along well with them for the first few days and weeks? Will I be able to join the group? Which rules are given? How will the tour guide be?

TG strategy: Tour guide needs to provide feeling of security and awareness, getting to know the participants and talking to the whole group. Setting clear group rules:

1. Every participant is valued, belongs to the group.
2. Don’t talk about other participants, address them directly. 
3. Communicate clearly what you want/expect to prevent anger and frustration from building up etc…

Conflict Phase:

Description: Participants gain a sense of security and are searching for their role in the group. They show everyday behaviour and criticize each other and communicate frustration openly (also about the tour guide). Aggressive behaviour is often an expression of individuality and territorial behaviour. Smaller groups are formed, which means security and support for the participants.

TG strategy: Tour guide should highlight personal strengths of individual participants and encourage participants to contribute to and join in the group.

Togetherness Phase:

Description: Participants have found their position and gained greater acceptance and appreciation. The feeling of belonging to the group is clearly noticeable. Group life is fun and tolerance for deviant behaviour increases. Friendships are made, participants express their sympathy and appreciation and try not to disrupt harmony achieved in the group. However there is a increased potential for conflict at the end (“group fuss”, “cabin-fever”).

TG strategy: Tour guide should allow and encourage individual free space, emphasise on togetherness and mediate arising conflicts in a calm and clarifying manner.

Factors impacting on the formation and dynamics of groups

There are quite a number of factors that can influence group formation and dynamics. Tour guides need to be aware of these factors and address these with the participants on a social level, i.e. through communication. Otherwise conflicts may arise on the factual level, e.g. participants are unable to communicate and to ease frustration. Instead, they start disputes about the quality of hotels, coaches and meals etc. 

To expand on my train of thought, I would like to list some of these factors:  

• Different professional and social backgrounds of guests 
• Density of programme (as it reduces individual choice and freedom)
• New impressions in the respective travel destination (e.g. different climate, different mentality of the people, confrontation with poverty and less comfort)
• Focus on gaining information (factual level) in contrast to group connection (social level) 
• Collective group mood (> mood within group, between individual group members or the whole group and the tour guide) and willingness of individuals to accept situation
• Different individual psycho-social needs (for appreciation, recognition, closeness, distance, belonging, …). Negligence can cause frustration and anger

Recommended group strategies

Different strategies can help to create a positive group atmosphere and group dynamics. Such strategies aim to make participants feel more comfortable and more in tune with the group.

I have listed some of the strategies I like to use on flashcards for you.

Being optimistic

Being optimistic about the tour outcome and communicating it from the beginning to all participants can get all individuals aligned. Discuss your positive expectations with the group to increase their confidence in the group mode.

 (Role) model

 (Role) model to be helpful to the whole group and individual participants. Try to encourage group members to be helpful, to look out for each other and to encourage group effort.  

Detect behavioural habits 

Detect behavioural habits and patterns e.g. caretaker, manipulator, hero, clown etc., and identify roles of participants. You may be able to predict how they react or interact. 

Set goals for the group

Identifying and collectively striving for a goal improves group performance. If you ensure that participants can work together for a positive outcome, the group will be united. Examples: to discover local cuisine, artists, artefacts etc over duration of tour, participants share in group and feedback. 

Apply coping strategies

Apply coping strategies to hostile group situations, including seeking support, problem solving, relaxation, humour and adjusting expectations. 

Situations with difficult tour groups are the ones we need to prepare for the most. I have therefore developed the following two tasks for you to start your preparation.

• What can lead to “cabin-fever” in a group? How can you prevent this? Identify factors and describe suitable strategies.
• Scenario: It is day 3 of a tour with a very difficult group. You can sense dissatisfaction and tensions but nobody is talking to you. Describe how you would approach this situation and customers. 

Group Pedagogy

Lesson 1: Aims of group pedagogy

We as tour guides incorporate principles of group pedagogy in tour planning and guiding. The aim is to develop relevant content-related topics for round trips, study trips or guided tours and to develop content-related topics which are specified by tour organizer (e.g. theme trips, religiously motivated trips or public funded trips etc.).

Tour guides identify, select and arrange the most appropriate educational content in order to meet group participant’s needs and requirements.

Establishing a framework for pedagogical planning

In order to prepare a tour according to pedagogical guidelines, the framework of the tour itself should first be defined. Then the content must be determined and a structure for the tour created. 

For your preparation, I have compiled some tips for you here.

Guidelines for establishing a framework for pedagogical planning

• Which program items are planned (e.g. Fort, city, museum, landmark…)?
• Which topics should be addressed (e.g. colonial architecture)?
• How should the topic be conveyed (e.g. communicative leadership)?
• What tools do I need for this (e.g. laptop: photo of comparative examples)?

Guidelines for content-related topic selection/participants should

• Get to know the historical, political, social, economic, religious and geographical basic structures of the country visited.
• Get to know background of cultural heritage.
• Become aware of the historically determined relativity of own values and behaviour, reduce prejudices and initiate tolerance and a sense of responsibility.
• Be able to classify the monuments visited (e.g. historical, art-historical, geographical).
• Develop a willingness to work for a healthy environment, recognize the importance of environmentally and socially acceptable tourism and act accordingly.

Guidelines for structuring the program

• Create an outline of the topics, their weighting and distribution (e.g. how many visits are there, when does the topic of “Romans” begin and when will it be completed?
• Avoid excessive specialization, limited to a topic (e.g. only art-historical, political etc.) as over-saturation of the participants, negative restriction to only one point of view.
• Avoid disconnected, isolated factual knowledge.
• Try to create relationships between the individual and objects/attractions on tour.

So far, this has been a theoretical introduction to the topic. Now apply your knowledge practically in the following task.

• Create a structured overview about a 1-hour city tour, outlining all related topics and how you apply the elements of didactics. 

Lesson 2: Differentiation, variation and repetition

Our task as tour guides is to structure the various different impressions and themes during a tour in a clear order.  We do this so that participants will be able to perceive and understand (“digest”) content and information without being oversaturated or feeling confused. Thereby we apply pedagogical tools, such as differentiation, variation and repetition, as well as motivational and questioning techniques.

Differentiation

By differentiating the delivery of content, information or tasks, tour guides are accommodating participants different and diverse needs and requirements:

Differentiation for different target groups

Participants with different prior knowledge, interests, areas of life and experience, humour, intellectual demands or leisure needs 

• providing targeted “hard facts”, 
• providing extended “hard facts” to participants with greater prior knowledge or interest, 
• supplement and extend with “soft facts” according to interests, areas of life and experience, humour, intellectual demands or leisure needs.

Differentiation for physical situation

Differentiation for physical situation of the group or individual participants, i.e. 

• participants’ age, performance and receptiveness, 
• arranging visits and tours adapted to participants needs and daily rhythm, 
• strenuous visits in the morning/not afternoon, 
• adapting routes and duration and possible alternative routes, 
• considering weather conditions

Differentiation for group needs

Differentiation for group needs, i.e. 

• greater need for explanations and visiting attractions in first days
• focus on individual needs towards the end of the trip

Inner differentiation within the group

Inner differentiation within the group

•  tour guide provides information to individual participants interested in specific/extended topics
• encourages participant for short contribution to group
• tour guide provides specific support for participants 

Hard facts and soft facts

When it comes to differentiation, information is divided into “hard facts” and “soft facts”. 

I have compiled the definitions for you here.

HARD FACTS

Information that every guest should receive about the property: 

• Type, function, history, key facts
• Key figures associated with the property and historical events related to the property

SOFT FACTS

Information of second preference, information that goes beyond the “hard facts”. This includes: 

• Anecdotes, historically not necessarily secured events
• Information that is about the “most important”, i.e. historically sanctioned facts
• Jokes, comments from previous guests about the property
• General historical facts in the property

Why not apply hard facts and soft facts right away? With this task you can try it out yourself.

• Select an attraction on your tour and state the hard facts about it. Which “soft facts” do you take for a study tour group, which for a school class (age 10-12 years)?

Variation

Variation helps to avoid fatigue and boredom amongst participants. Tour guides should:

• Avoid presentations which are too long and tiring
• Avoid including too many similar buildings or attractions, try to vary with e.g. markets, gardens etc. Provide memory aid for distinguishing features
• Vary in topics and priorities, e.g. mythological connections and anecdotes, regional details, historical facts etc.
• Vary methodical approaches and presentation styles

Repetition

Repeating content and information help to memorize and to establish relationships. Repetition is particularly used to:

• Combine the abstract with the visible in order to create reminders.
• Establish structures and relationships/mental framework, encouraging long-term retention “You remember that we already met the same master in Y …”
• Establish evaluation and personal reference “What particularly fascinates me here in this church is … and maybe you feel the same way…”)
• As reminders for important organizational information, e.g. on meeting points, departure times etc.

Lesson 3: Motivational and questioning techniques

Motivational techniques

Pre-condition for motivated participants is that their elemental/basic physical and social needs have been met. The primary motivation of participants decreases after long waiting and standing times, less comfort, heat exposure or long, complicated presentations etc.  

There are some strategies we can use to increase the motivation of our guests. I have written my thoughts on these flashcards.

Through interest-related topics 

Focus on interest of participants e.g. arts and history or socio-political interested etc.

Motivation at so-called “dead point”

Encouragement and prospect of pleasant things, such as an excellent lunch, a cosy coffee break: “We are in the final spurt, a quarter of an hour of spiritual nourishment, then an excellent lunch awaits us in a cool garden restaurant!”

Change mode of transport 

• An unexpected walk, a boat or steamboat ride, a ride on the metro, the rack railway, a ride on a donkey to increase excitement
• Telling a joke or a funny story 

Questioning techniques 

Asking questions in a guided tour is a good way to get the attention of the guests. There are different types of questions that we can use as tour guides.

Use of rhetorical questions in terms of target information

• What was the life of the people who lived in these buildings like?
• Above all, the builder had one question to solve; how do I cope with the slopping terrain?
• What was the daily routine of a student who studied here in the 16^th century?
• The sculptor was primarily concerned with one thought: How do I manage to eliminate the competitor and get the job myself?

Questions that relate to the participant’s everyday skills

• How old do you think XY was when he was painted this picture?
• What is the feeling on the face?
• Which social class do the people depicted come from?
• To what exptent does the wall structure here in the interior of the church correspond to the structure of the façade that we have just looked at?

Utilize questions as communicative leadership

• Recall previous knowledge and previous explanations
• Didactic questions: to look at an object to be viewed from a certain point of view
• Encouragement of questions during the tour, not at the end

Tour Group Management

Lesson 1: Time management

Effective time management is inevitable for the success of each tour. Tour guides have to plan precisely and accordingly to the tour programme but yet flexibly and with alternatives to allow unforeseen situations happen on tour without disrupting the smooth running of the tour.

8 steps for a good time management

A concept for good time management is important for every tour. First plan the entire itinerary and then plan every single day in detail in 8 steps.

Step 1: Prospectus truth

The travel program must be fulfilled according to the advertisement. Every city, every sight, every object that is listed in the itinerary must also be visited. Check programme, booked services and attractions.

Step 2: Fixed times

Plan the day according to the fixed times, such as reservations, meeting points with local guides. Plan a lunch break, be at the hotel in good time in the evening so that the customers can freshen up before dinner.

Step 3: Opening times

Check the opening times of the places to be visited (museums, sights, churches, etc.) before starting your journey. If an object is closed exactly at the intended time, it is possible to react in good time (e.g. time swap).

Step 4: Lunch break

Always plan enough time for the lunch break. If possible, always schedule the lunch break at the same time. This gives the customer orientation and security and makes daily planning easier for the RL.

Step 5: Duration of the visit

Always estimate the duration of the visit beforehand, communicate it to the customer and always incorporate a time buffer.

Step 6: Duration of the journey

Calculate the travel time and route in advance and communicate it to the customer without guarantee. e.g. calculate it using Google maps. Always observe driving, rest and working times for the driver. Install buffers in case of traffic jams. Take toilet breaks into account.

Step 7: Holidays

Observance of public holidays in the destination area and the often-associated reduced opening times.

Step 8: Buffers

Always build enough time buffer. With enough time, you avoid hectic and stress. Regeneration times (coffee break, toilet break, photo break, etc.) and possibilities to rest temporarily (e.g. park or church pews)

Summary

Rule of thumb: less is more!

Example of flexible shortening of management units

In order to implement the motto “less is more” well in practice, do not be afraid to radically shorten times or even entire topic complexes. 

I have compiled examples for you in the table.

Management units	Planned time
Meeting with group in front of cathedral, explanation of west portal	07 Min. > to shorten to 02 Min.
Entrance: organisation and entrance vouchers	05 Min.
Church seating: introduction to building history, building description	10 Min. > to shorten to 05 Min.
Main altar	10 Min.
Burial places – Category B (omit if time is limited)	05 Min. > delete without replacement
Way back to the starting point of the tour and farewell	03 Min.

Of course, time management for a tour always depends on the topic.

In order for you to be able to apply the tips to your own tours, here are two tasks for practical practice.

• Plan a tour day, including all 8 steps in the time planning process.
• Create a detailed schedule for an important property/attraction to be visited, indicate where you would shorten or limit.

Of course, time management for a tour always depends on the topic.

In order for you to be able to apply the tips to your own tours, here are two tasks for practical practice.

Lesson 2: Arrival and introductory talk

Description

The situation on arrival is shaped by the guests’desire to move into their room quickly and efficiently after what’s often a long and tiring journey. And let’s be honest, we all share this aim. It’s important that everything runs smoothly at this point, because this is where the tone for the entire trip is set. So let’s talk about what we as tour guides can do to create a positive atmosphere among our guests.

 To ensure that everything runs smoothly at check-in and on arrival, it’s a good idea to contact the accommodation provider in advance and clarify exactly which guest is in which room. We don’t necessarily have to do this in person, but we should do it by phone. When I’m able to, though I prefer to do it in person. This step is especially important in countries where overbooking or organisational delays are common.

During check-in, it’s good to be present at all times, ready to answer questions and assist with the distribution of keys or key cards. Before the guests go to their rooms, I recommend going through the next steps with them. This could include details of when and where the first information meeting will take place, when there will be something to eat, and where we can be reached. And remember, it’s really important to be as friendly as possible.

 For us, the procedure may be routine, but our guests are eager to have their vacation get off to a smooth, positive start. Starting a trip with satisfied guests is always in our interest and really makes a lot of things easier.

Be aware of “changeover days”

Guests have to wait for their rooms because they are still being cleaned. A new group arrives and the old one is still in the hotel because e.g. they travel home with the same coach, overlap which can lead to conflicts. Since primary needs of customers are not met in this situation, there are further demands on the service provided. 

What you can do in such a situation, I have noted on the flashcards.

• Ensure safe storage of luggage.
• Provide clear information about when the rooms are ready and why they are not immediately available.
• Arrange an “atmospheric consolation”, e.g. with a free drink, in-between meals (almost all tour operators have a special fund for such events).
• Provide tips for local walks in the meantime.

Introductory talk

An introductory information meeting should preferably be held on the first day e.g. after the first dinner together – but not later than the second day. The tour guide presents all important information and possibilities of the tour, showing own enthusiasm for this place.

Important steps

• Getting to know each other
• Short introductions
• Program presentation in detail
• Organizational details
• Networking, exchange of cell phone numbers
• Ask for wishes/suggestions

We as tour guides should discuss with the hotel whether it is possible to organize a separate room. This is the opportunity for us to create a positive, harmonious atmosphere and to set the scene for a successful tour with personal touch. Guests usually expect an “average” tour guide, you can shine with “more” during this first presentation. 

I have put together a few basic thoughts here.

Use media

Use media to make presentation more interesting (pictures, slides of attractions)

Provide drinks and snacks

• Provide some local drink (important: also offer non-alcoholic drinks)
  • A few typical snacks (e.g. “tapas” in Spain, sheep’s cheese in Greece etc.) 

Show materials

Show illustrative materials e.g. coins and bank notes, souvenirs from the country 

This is where people connect. It is important for the “dynamics” of the travel group, as it sets cornerstones for the further course of the stay. If you can create interest in and desire for activities and small adventures as well as instil trust in the tour operator, then a lot has been achieved.

How would you structure an introductory talk?

• Prepare an introductory talk, think about what you want to include and how you would set the scene. Practice with a colleague or friend. 

Commentaries

Important organisational information, such as exact departure times on a day trip or the allocation of seats during events etc. must always reach the customer. Announcements should be done face-to-face to the group and/or individual guests. 

Three recommendations and guidelines for effective announcements have always helped me a lot. I have written them down here for you.

Preparation and Setting

• Before an announcement, take time to think carefully about what to say so that accurate information is guaranteed. Write and use notes.
• Chose right place and time for an announcement: A quiet park is better than a busy street. During meals, an announcement after everything has been served is more effective.
• If announcements are not possible in front of the whole group (e.g. during meals in hotels) approach participants at each table for a short informational talk. 
• Plan announcements to be as short as possible (only max. 1-2 minutes) and contain all the information required.

Communicating Announcements

• Use spoken, not written word; spoken loudly and clearly enough that everyone can hear it.
• Make use of the microphone in the coach. Without putting too much strain on the vocal cords, the microphone makes it possible to reach every corner of the bus.
• Use translations for international groups. It is advisable to speak shorter passages and translate them first before further information is provided; otherwise the participants’ attention will quickly drop.
• Use simple understandable language: short sentences, few subordinate clauses, no box sentences, use positive formulations – no double negations. Adjust the choice of words to the audience.
• Avoid abbreviations, subjunctive (could, should), plasticizers (actually, relatively, so to speak) filler words (well, well, so, uhm, etc.).
• Try to illustrate: use examples, show details, make comparisons.
• Make use of rhetorical questions which encourage guests to think.
• Always address guests personally (e.g. Ladies and Gentlemen or gender-neutral e.g. dear guests).
• Try to involve the audience (“Let’s take a closer look at this one”).
• Instant: repeat, reinforce, exclamation sentences (“we don’t want that”).
• Face guests during the announcement so they can see facial impressions and mimic.

Alternative ways for distributing information

If face-to-face announcements are not possible because guests might have taken a day off or are in town for shopping, try alternative ways to distribute important information news by:

• setting up a bulletin/information board in hotel lobby,
• set up an information table at dinner times in hotel restaurant,
• distribute copies under the door to individual guests.

Fortunately, announcements can also be practised. You don’t believe me? Then I have these two tasks for you.

• Role-play with a colleague or friend: Prepare 2-3 important announcements and present. Feedback.
• Reflection and role-play. Incorporate feedback and practice the announcements again. Where could you improve? What still needs to be improved? Write a list with points for improvement/further practice.

Lesson 3: Problem solving and mediation

Conflicts on tour 

A conflict is the result of perceived differences which are contradicting each other. They require a solution. Conflicts between tour participants or participants and the tour guide can occur through personal differences or if perceived expectations of the customers have not been met (justified or unjustified). Tour guides are be able to objectively clarify the situation and professionally resolve any issues or tensions which could lead to a conflict whilst on tour.

Booked services 

Customers are disappointed if their expectations are not met, e.g. booked services are not fulfilled.  The following services are often criticized and conflicts can occur:

• Transportation
• Accommodation
• Catering
• Offered program (e.g. extra entry to sights)
• Service and care provided by professional tour guide

Conflictions opinions or personal characters

It becomes more difficult when conflicts arise on a personal level. Different opinions or aims of two or more people are not a problem if the conflicting parties can stay apart. However, participants on a group tour are inevitably connected to each other for a set period of time.  Opposing opinions and characters in close connection can lead to conflict on a journey.

Conflict resolution

Our two fellow tour guides Anna and Elias have already dealt with this issue and created a podcast on the topic of “Conflict Resolution”. You can listen to the podcast here.

Podcast

[Anna] Hello fellow tour guides. Let’s talk about conflict resolution today. Conflicts are no rarity within tour groups, and they can have very different causes. 

[Elias] Yes, that’s absolutely right. I had a rather intense case recently. There were two guys in my group who just couldn’t stand each other. No apparent reason. Yikes.

[Anna] That’s difficult, especially in terms of conflict resolution. What did you do?

[Elias] Well, first I tried talking to them individually to try and find out what the conflict was, but nothing really came out of it. They just didn’t like each other. So I just tried to keep them as far apart as possible, for example on the coach and give them their space. 

[Anna] And did it work? 

[Elias] Yes, but there was no way there were ever going to become friends. 

[Anna] Hmm. My last conflict turned out to be somewhat tricky too. The shower in a guest’s room was broken. It sounds trivial, right? But the guest was really upset and made a big fuss. 

[Elias] Let me guess, it was a young lady?

[Anna] Don’t be mean. No, it was actually an older gentleman. He got really, really upset. I listened to his complaint of course and went to have a look. And the shower really was broken. 

[Elias] Could you find a solution quickly? I mean, a shower can’t be repaired just like that. 

[Anna] Exactly. Besides, it was already late and there were no plumbers available. But I still had to find a solution, and fast. 

[Elias] So what did you do? Come on, you’ve got us on the edge of our seats here. 

[Anna] Well, the only thing I could do was offer the gentleman my room. In the end he accepted the idea and was pretty happy with the solution. If that hadn’t worked, I would have had to look for an alternative solution together with the guest and the tour operator. But that would have been very complicated of course. 

[Elias] Well, luckily that turned out well, even if you couldn’t take a shower for a while.

[Anna] I think we always have to put the guests interests first when resolving conflicts.

[Elias] Yes, absolutely. 

[Anna] And when it comes to bigger problems that affect the whole group, it’s also important to talk openly about them with everyone and find solutions together. 

[Elias] A perfect conclusion. So thank you all for listening and wherever you are, enjoy your next tour and always be open to conflict resolution.

 

Logistics

Lesson 1: Tour organizer/operator

As tour guides, we are representatives of the tour operators from whom our guests have booked their tour package. Therefore, I would like to talk a little bit about the role of the tour operators. I will begin with the distribution chain in the travel business.

Distribution chain in travel business 

Travel Principals = Producer/Supplier

Transportation – ground and air (transfers, airlines, ferries)

Accommodation (hotels, apartments, motels)

Tour Operators = Wholesalers/Bulk Buyers

Buying transport, accommodation and transfers and sometimes attractions/entertainment from the principals

Travel Agencies = Retail Shops

Sells the products or services of the principals or tour Operators

Service Provider

Tour guides, attraction and entertainment providers

Passenger = Customer

Buyer of the product or service

Tour operators 

Tour operators sell tour packages offered in brochure with fixed price for accommodation, transport and ground arrangements. There are two types of tour operators.

In-bound tour operators (ITO): In-bound tour operators (ITO) provide services to foreign visitors. 

Out-bound tour operators (OTO): Out-bound tour operators (OTO) provide services to local tourists visiting destinations outside their country.

Cooperation between the in-bound and out-bound tour operators

Foreign out-bound tour operators often work together with domestic in-bound tour operators. The ITO coordinates service providers at the destination on behalf of the OTO. For example, the ITO makes preliminary arrangements for the trip, calls up prices and tariffs, reserves tour guides and other service providers on the basis of the elaborated and proposed itineraries.

Professional relationship between tour operators and tour guides

Description
Tour guides are responsible for the organisation and professional handling of a trip. Ensuring that the service agreement, for example, a travel contract between tour operator and customers, is fulfilled. They are the organisers’ primary connexion with the guests, as they are usually the only representative of the tour operator who the guests actually meet. This means they need to comply with the tour operators’ policies and requirements.

To ensure a tour runs successfully, it’s really important that a professional relationship is maintained between the tour operator and the tour guide. Tour guides are representatives of the tour operators. Their behaviour therefore directly contributes to the image of the company.

In addition, the tour operator also depends on a good relationship with its tour guides when it comes to ensuring that its service providers meet the agreed standards and that the tour agenda is executed as advertised. This entails regular and efficient communication between tour guides and tour operators.

Tour providers must also be able to rely on their tour guides, for example when it comes to the correct handling of customer complaints. Or if the tour programme needs to be adjusted in case of unforeseen events. While they are on tour, tour operators are typically not in contact with their customers. This poses a challenge when it comes to controlling guided quality and ensuring the tour guide does a good job of representing the company.

It is therefore crucial that a professional relationship based on trust and honesty is established and maintained between tour operator and tour guides.

The professional relationship of tour operator and tour guide also includes that tour guides do not speak badly about the tour operators. Read through the negative example in the task and give it some thought.

• A tour guide talks about his low salary and poor performance of the tour operator at dinner time with some guests. Write a list of other examples of tour guides’ poor professional behaviour.

Lesson 2: Hotels and accommodation

Tour operators cooperate with a variety of hotels to provide tour packages including accommodation and sightseeing. The type and standard of accommodation might vary depending on customers booking while the tour programme is identical/the same – and delivered by the tour guide. Tour operators/organisers usually work with tried and tested long-term partners with well established relationships. Often there is a direct contact person for the organizer which will be contacted if problems occur, e.g. poor quality of food, rooms etc.

Problems at the hotel upon arrival

Regardless of good planning, problems can occur, for example, when arriving at the hotel. Here it is important that we as tour guides react quickly and appropriately. I have therefore given some thought to problems that occur frequently and tried to develop suitable solutions.

Overbooking/Part of the group or whole group accommodated in different hotel

Try to fulfil the advertised services, be positive and don’t give customers feeling of being “banished”

Late arrival at the hotel 

Call hotel and inform about late arrival, ask to provide late dinner or some sandwiches

No reservation 

Check: Hotel change/hotels with the same name/reservation name

Then: Call tour organiser and search for replacement accommodation

Rooms not ready 

Notify about arrival time in advance, leave luggage at hotel, try bridging waiting times by being flexible in program design

Poor room quality 

View room yourself, try to change at the reception; offer your own room as exchange. In worst case, change hotel, make note and inform organiser for next booking

Rural location on periphery of city, no shuttle 

Provide directions, prices and timetable of public transport and taxi, hand out hotel card for orientation and address

Problems during the stay

There are some problems that can occur during the stay at the hotel. In my experience, they fall into four categories: Food, leisure facilities, noise, hotel facilities.

Food

• Poor quantity and quality > Talk to the chef and hotel management, give guests consolation i.e. beverages. In case of repeated cases call the organizer or agency and reduce the payment in consultation with the organizer.
• Same food every day > discuss the menu, recommend or explain as typical of the country.
• Meat is lukewarm to cold > possibly anticipate in hot countries as is customary in the country.
• Vegetarians > provide vegetarian food (omelette, cheese, vegetables), but explain special dishes cannot be expected. 
• Breakfast buffet not included > inform customers beforehand in order to avoid big disappointments, announce breakfast surcharge.
• For diabetics > put insulin in the refrigerator/bus ice cabinet.
• Hotel manager invites tour guide to dinner at separate table > avoid participants becoming jealous, drop by the guests’ tables and ask how they are. 

Leisure facilities

• Leisure facilities (swimming pool, tennis court) closed > find replacement nearby, if necessary, offer and pay for a ride if the leisure facilities were promised in brochure

Noise

• Noise in the hotel from other guests > determine source of the noise, warn noisy guests; Let the hotel management know, inform the tour guide of the other group and explain the consequences. 
• Rioting and drunk guest > try to brake in good time, possibly ask the waitress to delay the service, bring some of them to bed (accompanied by cooperating guests) Put a “black list”, in extreme cases call the police. 
• Noise disturbance from disco/bowling alley basement, road traffic > try to change rooms within the house, ear plugs, positive motivation (opportunities for amusement); in worst case, when a quiet room was promised in the prospectus, look for alternative hotel.

Hotel facilities

• Video/television/Wi-Fi billing > inform guests about additional charges.
• Keys, safe and ID cards > inform customers about electronic safe locks before departure. Enquire before departure whether all keys have been handed in at reception and whether valuables from the safe and ID cards have been returned

By anticipating and planning for problem situations, it helps to keep disappointments among the guests to a minimum. Note that there are some problems which might be due to national customs. 

In order to be able to act in a considered and thoughtful way, it makes sense to simulate some problems in theory beforehand. I have developed two tasks for this purpose.

• Compile a checklist: Things to do before arrival at the hotel, how to solve room problems, when to contact the tour organiser, etc.
• Research: Chose a hotel in a tourist area. The rooms are not ready upon arrival at the hotel. Research shopping and eating opportunities, leisure activities or sightseeing, transport etc. for guests until check in. 

 

Lesson 3: Modes of transports and service providers

Coach drivers

Local coach companies have been booked by tour operators to fulfil a comprehensive transportation service for the tour. Some coach companies and their drivers have been cooperating for many years, tour guides and coach drivers might have been working together in the past and working relationships might have been successfully established.

Three types of coach drivers – three different problems

Regardless of whether we as tour guides have already worked with the coach driver or not, problems can also arise here. From my experience, there are three types of drivers in particular who can cause problems. 

I have summarized here what these problems are and what a possible solution might be.

Uncooperative

The coach driver is not cooperative, does not respond to the requests of tour guide and customers 

TG strategy: one-to-one conversation! Try to convince the driver of its importance for the positive result at the end of the trip; Mention gratuity; praise the driver in front of customers. If all of this does not work, the driver must be exchanged (in consultation with the organizer)

Uninformed

The driver does not know the route and is unable to use navigation to orientate

TG strategy:  Tour guide takes over the navigation, every morning the route is discussed in detail; inform the driver about changes of direction in good time/ in advance.

All-knowing

The coach driver has already completed the route many times, knows that the tour guides depend on him; chooses route without consultation with guide, doesn’t accept leadership, let the tour guide and the guests feel his superiority.

TG strategy: In a private conversation, ask the driver to be willing to cooperate. Offer your support and cooperation. Point out possible negative feedback from customers

The relationship between tour guide and coach driver is of great importance as tensions between the two inevitably have a negative effect on the success of a trip.

Recommendations

There are some simple tips that can improve the relationship between tour guide and coach driver.

• Always call the driver before departure to discuss meeting points and rough planning. 
• An initial telephone contact before the start of the journey signals willingness to cooperate and creates a friendly atmosphere between the driver and tour guide.
• You can also see the driver’s previous knowledge of the route and country.
• Always discuss day planning with the driver the evening before without customers. This also shows professionalism.

As a tour guide, we need to be prepared for professional communication with the coach driver as well as knowing the route. I prepared two tasks for you as an exercise.

• Role-play with colleague or friend: The coach driver had a drink too much the night before and has to steer the coach on the next morning. How do you cooperate with the coach driver, what measurements do you suggest and implement? 
• Plan a route using Google maps: Consider the condition of the roads (wide enough, narrow bridges, T-junctions etc?) and travel conditions (distance, time of the day, rush hour, traffic, heavy weather etc?). Plan an alternative route as back up.

Checklists for different transport providers

There are, of course, other forms of transport apart from coaches. These checklists help to establish smooth information transfer and effective communication and cooperation with transportation providers.

Checklists for different transport providers

There are, of course, other forms of transport apart from coaches. These checklists help to establish smooth information transfer and effective communication and cooperation with transportation providers.

Checklist for coach travel

• List of participants
• Information about the hotels (addresses, directions, contact person)
• Desired additional services for customers
• Information on additional services booked (restaurants, boat trips)
• Tickets (entrance vouchers, reservations) usually in form of vouchers
• Check everything is complete
• Check data for errors (e.g. date, number of participants, time)
• Contact details of contact persons (agencies, local guides, etc.)
• Emergency numbers
• Additional boarding list
• For seat reservations: seating list

Checklist for ferry passages

• List of participants
• Emergency number
• Tickets usually in form of vouchers
• Check everything is complete
• Check data for errors (e.g. date, number of participants, time)
• When changing countries: Check that everyone has valid ID with them

Checklist for flights

• Passenger/flight lists
• Emergency number
• Tickets /usually only e-tickets
• Check that everything is correct
• Check data for errors (e.g. date, number of participants, time)
• Know essential information in order to answer standard questions (e.g. flight duration, airline, entry regulations, time difference etc.)
• Identify check in counter
• Consider special customer requests (space at the window, etc.)
• Check that everyone has valid ID

Especially when it comes to logistics, an on-site visit is always helpful. Feel free to take the following task as an idea.

• Visit local/nearest airport, ferry port, coach station or train station and familiarise yourself with the surroundings (e.g. check in counters, lost luggage counter, foreign exchange, toilets, luggage trolleys, coach or shuttle parking, meeting points, lifts, shops for refreshments etc.).

Cooperation with local guides

In most non-European countries and in numerous cities, the company of local tour guides is common or even mandatory. The reasons for this are organisational support in countries that are difficult to travel to, expertise in specialist areas, or the tour guiding license that only a local guide possess. Working with a local guide creates opportunities but also might involve risks. There are some recommendations on how to make the cooperation effective.

We have gathered all the information for you here.

Opportunities

Working together with a local guide creates opportunities:

• Overtakes the organisation and communicates with the driver
• Is much more familiar with the current situation, special features and circumstances on site than the round tour guide
• Can act as a “silent guide”, instruct the round tour guide to lead and explain in licensed-restricted locations e.g. in cathedrals 
• Offers the possibility to organize tours in dialogue with the round tour guide
• Is familiar with the infrastructure (toilets, restaurants etc. but also tourist traps)
• Often has up-to-date detailed knowledge

Risks

Working together with a local guide might involve risks:

• Takes control out of the hand of the round tour guide, criticizes or contradicts him/ her
• Is only focused on additional personal business
• Inadequate language skills/expertise
• Arrives late or does not show up at all
• Complains about too little tip

Recommendations

Recommendations for effective cooperation: 

• Clear and concise communication about arrangements, allocation of task and time management
• Provide language support and translate 
• Try to get control back by contributing with your own knowledge
• Prevent side business immediately
• Report to the organizer, worst case: no more cooperation with this guide in the future

Cooperation with pubs, restaurants and service stations 

Enjoying typical local specialties can be a highlight of the trip. For this reason, as tour guides we often work with pubs, restaurants or other catering establishments. The following recommendations for good and effective cooperation have always helped me a lot in my work.  

• Choose restaurants for optional meals that those who want to eat little or nothing have other options (café, walk, shops).
• Plan time effectively (if you have little time, choose a café, self-service or rest stop on the motorway if possible).
• Contact host and reserve tables and meals in advance, send email with menu choices and dietary requirements well in advance.
• Choose light meals for lunchtime, inquire senior citizens’ portions. Enquire about the half board menu at hotel to avoid ordering same dish at lunch time.
• Take budget of participants into account. Inexpensive lunch menus, special offers for groups? Free meals for driver and tour guide (discreet handling)?
• Enquire about places outside (with an umbrella or trees in summer)? With a view?
• Motorway service station: Advise the group beforehand if you want to eat there. 
• Tour guide should eat with the group at mealtimes, each time at a different table, in order to get to know the guests better.
• Collecting money and paying for group saves time, hand money to host in front of group observe the dining habits, table times and the number of meals in the guests’ country of origin (e.g. no pork for Muslim and Jewish guests)
• Warning of food and drinks that experience has shown to be unfavorable for your health (no ice-cold drinks, no salad).

You have successfully completed the fourth learning unit of the course “Digital Tour Guiding”. I look forward to seeing you again in the next learning unit.