Access and Interpret Product Information

Tour Service Level III

Unit of Competence: Access and Interpret Product Information

Module Title: Accessing and Interpret Product Information

Module Code:CST TRS3 02 0218

TTLM Code:CST TRS3 02 0218

Nominal hour –40 hours

LO1:Identify and evaluate sources of product information

LO2: Access product information

LO3: Interpret product information

Lo4: Provide product information

Prepared by: Yonas

LO1: Identify and evaluate sources of product information

Information Unit Access and Interpret Product Information

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 Module Accessing and Interpret Product Information
sheet #1
LO1 Identify and evaluate sources of product information

Dear trainee! This TTLM is expected to enable you understand the concepts toIdentify and evaluate
sources of product information in organizations

Learning Activities

 Read the specific objectives of this Learning Guide.

 Read the information written in the “Information Sheets’’

 Accomplish the “Self-check” in pages.

 If you earned a satisfactory evaluation proceed to “other Information Sheets”. However, if

your rating is unsatisfactory, see your teacher for further instructions or go back to Learning
Activity #1.

 Submit your accomplished Self-check. This will form part of your training portfolio.

1.Identify and evaluate sources of product information

1.1 List potential sources of product information

Introduction

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The tourism industry is one of the largest industries in the world and for many countries is its
major economy and employer. Tourism has become a very significant global activity and as
disposable income and the ease of travel continueto prosper, so will the industry. Industry
knowledge is a vital pre-requisite for effective performance within the industry. There are many
sources of information that can assist you. Some of these sources are generic in nature and others
are specific to the industry.

The idea of obtaining product knowledge is so that you can use it for:

 Your benefit
 The benefit of the venue
 The ultimate benefit of the customers.

Product and service knowledge

Developing and maintaining product knowledge is a very important element of providing

excellent levels of customer service in the tourism industry. All tourism establishments will be
expected to provide accurate product information to their customers. The level and nature of the
product knowledge will differ between customers, however all tourism staff must have a wide
range of product knowledge at their disposal to meet the informational needs of their customers.

Whilst no-one expects everyone to know everything there is to know about all the tourism
options that may exist, all staff must have at least substantial general tourism knowledgebut also
know where to source information in a timely manner. There are endless sources of product
information that can be collected, analyzed and used by a travel and tourism organization for the
benefit of the organization itself or to assist customers with potential travel plans.

This section will explore:

 Common types of products and services in the tourism industry

 Sourcesof product and services information
 Identify types of product and services information.

Summary of tourism products and services

Products and services can be divided into the main areas of air, land, sea and auxiliary.

 Air –air travel and associated taxes

 Land –anything that is not air travel or a cruise

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  Sea –cruises, ferries etc.
 Auxiliary –any product or service that supports the travel experience.

The area generally termed ‘land arrangements’ covers an array of products and services which
fall into the following main areas:

 Accommodation
 Transfers
 Transportation –rail, ferry, car and van hire
 Tours
 Attractions, activities and entertainment.

Auxiliary products and services encompass:

 Travel Insurance
 Currency and banking
 Visas
 Merchandise
 Airport parking.

Tourism industry organizations

When compilingproduct information for your 'product knowledge' data bases, it is essential to
identify the different types of businesses in which your potential customers may use. Whilst
gathering information from alltourism operatorsis impossible and
impractical,identifyingcommonly used tourism providers will enableyou to gather information
relating to the products and services they provide.In addition it enables you to ensure that the
information that you have gathered is accurate and up to date.Depending onthe types of tourism
offerings provided by your organization possible businesses in which you may seek product
information from includes, but not limited to:

 Airlines
 Other travel suppliers
 Suppliers
 Accommodation
 Attractions and theme parks
 Tour operators
 Inbound Tour Wholesaler
 Outbound Tour Wholesale
 Retail Travel Agents

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  Local, regional and National information services
 Meetings and Events
 Corporate Agents
 Ministries of Tourism
 Tourism boards
 Industry authorities
 Industry associations.

The breakdown of businesses identified in the categories above will be identified in more detail
in this section.

 Airlines

Airlines own the planes and sell seats to all sectors in the travel industry. They do this via a
Computer Reservations system (CRS) such as Galileo, Sabre and Amadeus. They also sell seats
via the Internet and via the phone to the public. Airlines negotiate rates with Retail Agents,
Wholesalers, and CorporateAgents who then take a commission from the airline sale. Some
Airlines have a Wholesale division which sells directly to Retail agents.

 Other travel suppliers These include but are not limited to:
 Cruise operators
 Railway operators
 Bus lines
 Car rental businesses
 Limousine hire
 Taxis.
 Suppliers and providers of support and ancillary services

This includes:

 Travel insurance providers

 Finance providers
 Currency exchange
 Conference and similar venues
 Interpreters.

 Accommodation

This sector includes but not limited to:

 Hotels and motels

 Guest houses

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  Bed and breakfasts
 Caravan parks and camping grounds
 Resorts
 Time share properties
 Apartments, villas and cottages
 Conference and exhibition centers.
 Attractions and Theme Parks

This sector includes but not limited to:

 Museums and galleries

 National parks, wildlife parks and gardens
 Theme parks
 Heritage sites and centers
 Sport and activity centers
 Aquarium and zoos.
 Tour Operators

A tour operator typically organizes sightseeing tours and accommodation in a particular

destination or region. They act as a middle person between the Wholesaler and the Principal or
Supplier of the productExamples of businesses includes Trafalgar Tours and Contiki.Visit:

 www.trafalgartours.com
 www.contiki.com
 Inbound Tour Wholesaler

An Inbound Tour Wholesaler packages products to form a trip for an overseas market travelling
to a specific country.

 Outbound Tour Wholesaler

An Outbound Tour Wholesaler negotiates product from International Suppliers for clients in a
specific travelling to an international destination. They approach airlines, hotel, local tour
operators, cruise companies, car rental companies and rail companiesto obtain wholesale rates
which are then on-sold to the public via the Retail Travel Agents.

Examples of businesses include Tempo Holidays, Peregrine Adventures and Creative. Visit:

 www.tempoholidays.com
 www.peregrineadventures.com
 www.creativeholidays.com

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  Retail Travel Agents

A Retail Travel agent is the go-between between the client and the Wholesaler. It is the Retail
agent who obtains all the relevant details from a client to enable them to make a booking through
a Wholesaler. All this information is then finalized and paid for to the Wholesaler. Both the
Retail agent and the Wholesaler make commission from the booking.

Examples of these businesses include: Flight Centre, STA and American Express Visit:

 www.harveyworld.com
 www.flightcentre.com
 www.statravel.com

 Local, regional and national information services

These information services exist to assist the public and Travel agents in obtaining information
on a particular region from the experts. This canbe at a local, regional or national level.

These bureaus can be independent bodies or come under the support and direction of the
respective Ministries of Tourism, which will be identified later. These bureaus take calls from
Travel agents as well as thepublic to help in promoting their region. They have wholesale
divisions and all staff is experts in their area.All these locally based Tourist bureaus have a
fantastic website with a wealth of information and products to extend one’s knowledge.

At a regional level there may be Information Centers, which provides a local booking service for
accommodation in the area. They also provide pamphlets on local attractions which inform
visitors of points of interest in the area.

 Meetings and Events

This sector has been one of the fastest growing within the tourism and hospitality industry. These
companies organize meetings, conferences and major events by booking flights, accommodation,
tours and the meeting facilities for their Client and their guests. Large Corporate Companies
have a separate department set up specifically to cater for the conference and event market. An
example of this type of Company is HRG (Hogg Robinson Group) which is a UK based
company specializing in corporate travel and having a division specifically setup for conference
and event bookings. There are also independent companies that only specialize in Meetings and
Events, such as The Event Factory and C1 Events

 Ministries of Tourism

Each country within the ASEAN region will have dedicated government ministry specifically
focused on the tourism industry. Their role is to regulate and manage the industry. A Ministry of

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Tourismis normally responsible for the formulation of national policies and programmes and for
the co-ordination of activities of various governments and the private Sector for the development
and promotion of tourism in the country.

The Ministry may co-ordinate special initiatives including:

 Selecting and managing heritage sites

 Dedication and allocation of government funding to tourism initiatives
 Providing information on news laws and regulations
 Establishing service excellence awards
 Publishing and managing tenders for tourism projects.

The ASEAN region, whilst working collectively to achieve a primary purpose of attracting
tourism to the region as a whole, each participating government will also have their own
websites and departments in which to collect information. They have been identified below.

 BRUNEI

Tourism Development Division

Ministry of Industry and Primary Resources

Jln. MenteriBesar, Bandar Seri Begawan, Brunei Darussalam

Tel. (673-2) 382822 Fax. (673-2) 382824

Email: [email protected]

Website: http://www.bruneitourism.travel/

 CAMBODIA

Ministry of Tourism

3, PreahMonivong Blvd, Phnom Penh, Cambodia

Tel. (855-23) 213911 Fax. (855-23) 426107/217503

Email: [email protected]

Website: http://www.tourismcambodia.com/

 INDONESIA

Ministry of Culture and Tourism

Jl. Medan Merdeka Barat 17, Jakarta 10110, Indonesia

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Tel. (62-21)3838157 Fax. (62-21) 3849715

Website:

http://www.budpar.go.id

http://www.my-indonesia.info

 LAOS

National Tourism Authority of Lao P.D.R.

Lane Xang Avenue, P.O. Box 3556, Vientiane, Lao P.D.R.

Tel. (856-21) 212248 Fax. (856-21) 212769/2127910

Website: http://www.tourismlaos.gov.la/

 MALAYSIA

Ministry of Tourism

MenaraDato' Onn

Putra World Trade Center, 50480, Kuala Lumpur, Malaysia

Tel. (603) 2693 5188 Fax. (603) 269 0207/2693 0884

Email: [email protected]

Website: http://www.tourism.gov.my

 MYANMAR

Ministry of Hotels and Tourism

Building No. (33), Nay Pyi Taw, Union of Myanmar

Tel. 95 67 406129, 406130

Email: [email protected]/ [email protected]

Website: http://www.myanmartourism.org/

 PHILIPPINES

Department of Tourism

DOT Building, T.M. Kalaw Street, Agrifina Circle, Rizal Park

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Manila 10004, Philippines

Tel. (632) 523 8411 Fax. (632) 521 7374

Email: [email protected]

Website: http://www.wowphilippines.com.ph/

 SINGAPORE

Singapore Tourism Board

Tourism Court, 1 Orchard Spring Lane, Singapore 247729

Tel. (65) 736 6622 Fax. (65) 736 9423

Email: [email protected]

Website: http://www.yoursingapore.com/

 THAILAND

Tourism Authority of Thailand

1600 New Phetchaburi Road

Makkasan, Ratchathewi, Bangkok 10400, Thailand

Tel. (662) 250 5500 Fax. (662) 253 7437

Email: [email protected]

Website: http://www.tourismthailand.org

 VIET NAM

Viet Nam National administration of Tourism

80 Quan Su Street, Hanoi, Viet Nam

Tel. (84-4) 822 8744 Fax. (84-4) 942 4115

Email: [email protected]

Website:

http://www.vietnamtourism.com

 Tourism Boards

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In some countries such as in Singapore, a ‘tourism board’ hasbeen established. It is called the
Singapore Tourism Board. The primary task of STB was to coordinate the efforts of hotels,
airlines and travel agents to develop the fledging tourism industry of the country.Later, STB
began to initiate new marketing ideas to promote Singapore's image aboard. The board created
the Merlion, a symbol based on a Singapore mythical legend that became an icon of the
Singapore destination. The board also has been providing travel agent licensing and tourist guide
training.STB actively promotes the development of infrastructure, including the building of
hotels andtourist attractions such as the Jurong Bird Parkand Sentosawhich now becomes a
popular resort island for both tourists and local visitors. The board also markets the city as a
convention venue and organized events to attract visitors.

 Industry Authorities

Authorities are established, either by a government or working closely with government to

provide services relatingto the tourism industry. One such example is the ‘Tourism Authority of
Thailand -

http://www.tourismthailand.org/about-thailand/

It is the official travel information website for tourists visiting Thailand and contains all
information to ensure visitors have all the necessary information to help them plan and enjoy
their travel experience.

 Industry Associations

Industry associations are bodies that all businesses can elect to join that serve specific and over-
arching industry sectors. These bodies provide businesses with a variety of services which can

include:

 Representing the industry –this means they act as an industry spokesperson to unions, the
media and government
 Legal advice –about industrial relations issues, OS&H
 Training –to management and operational staff
 Industry standards and benchmarks –which member bodies can elect to implement as
their standard practice
 Cost savings –by virtue of establishing for their members a range of discount rates for
products and services from industry suppliers.

Many have newsletters, magazines or regular mailings of some sort to keep the membership up-
to-date with what’s happening. Ask you supervisor if your workplace is a member of such a
body and ask if you can read the newsletters etc. Industry associations include:

 Australian Federation of Travel Agents -www.afta.com.au

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  International Air Transport Association -www.iata.corg
 Pacific Asia Travel Association -www.pata.org

Identify types of product and services information

As can be seen above, there are many types of tourism related businesses. The information
provided by each will be valuable and essential in providing information and advice to your
customers. Following, are types of tourism related information that should be gathered as it will
be required to provide accurate advice to customers.

Destination information

In order for you to be able to provide your customers with advice about destinations, you need to
have goodbackground knowledge of sought after tourism destinations. This can include those in
your country, region or worldwide.

Destination information may include:

 General destination information

 Statistical information
 Currency
 Maps
 Travel guides
 Events
 Languages
 Safety
 Government information
 Time zones
 Communications.

Local community information

Staff should have a thorough understanding of:

 Local attractions

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  Shopping and retail areas
 Events and festivals
 Eateries
 Supermarkets
 Local transport
 Activities
 Places of worship.

International destination information

When providing information on international destinations to your customers, you will need to
advise them of the government regulations that apply when people wish to leave the country.

In addition to passport and visa information, you will need to inform your customers of the
health and safety precautions of each particular destination and any customs regulations that
apply. A visa is a stamp or document placed in passports by an authorized representative of a
country, permitting passage to a country and allowing the visitor to remain there for a limited
amount of time.

Tours

You should be aware of the types of tours on offer in a destination. Different customers will be
interested in different types of tours, so it is important that you have a good selection for them to
choose from, for example:

 Multi-day bus tours with a guide

 Walking tours
 Special interest tours
 Cycling tours
 Drive yourself tours
 Low budget tours.

Tour information

 Company name, name of tour andduration

 Departure date, time and location address
 End date, time and location address

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  Type of accommodation e.g. single, twin-share
 Tour company specific baggage labels
 Hotel list –names, address and telephone numbers for hotels used on tour
 Tour information booklet
 Included services –arrival and departure transfers.

Attractions

Probably the most important single feature is that a destination must have an attraction.

Attractions can range from a notable historic site, to a scenic location, or a place where some
special event is taking place. Attractions have value in themselves, but they are also evaluated by
the traveller from several viewpoints. One aspect of importance is the positive ‘distance-pull’ of
an attraction. In simple terms, this means that an attraction must have enough appeal to make it
worthwhile for the traveller to make the journey. Each attraction has a different ‘distance-pull’
and each individualtraveller has his or her own set of values that influences how they evaluate
the distance-pull of the attractions. Every country can claim to have some attractions that might
be of interest to a customer. It is important to remember that tourist attractions can be:

 Natural
 Man-made.

Activities

Attractions are the main reason for choosing a specific destination. However, it is necessary at
most destinations to provide for some activities to supplement the major attractions. These
activities are established so the tourist will have ‘something to do when there is nothing to do’!
Activities give the tourist something to do when the weather is inclement and after dark. Going
on a nature walk, attending a minor sporting fixture, playing golf or tennis are examples of
activities tourists participate in while at their destination. Activities are there for casual
enjoyment.

History

Many people are interested in history, and therefore information on the history of a destination
can be important to customers. History adds color and life to a destination. Knowing what has
happened in the past will give an insight into the destination as it is today.

Geographical features

Geographical features include:

 Mountain ranges
 Lakes

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  Rivers
 Caves
 Waterfalls
 Rock formations
 Beaches
 National parks.

Your customers may want information on the geography of a destination because it contributes
to the reason why they want to travel to this destination.

Local customs and culture

Every destination will have customs that are specific to that place and that particular culture.
These will most likely be of interest to your customers. Each destination is unique and may have
language and customs which are quite different from your own. Although this may be the major
reason for the country’s attraction, it is also important that these differences are respected.

Climate

It is important that you understand the weather conditions and patterns of the destination. Your
customer will need to know what the weather is like so that they know what they need to take
with them and whether they will cope in these climatic conditions.

Accommodation

As previously mentioned there are a wide range of accommodation options, ranging from five-
star hotels to budget accommodation.

Information that needs to be sought in relation to accommodation includes, but is not limited to:

 Room types
 Tariffs
 Products and services
 Room facilities
 Location and distance to attractions
 Packages
 Blocked dates
 Seasons and times
 Minimum purchase
 Booking and stay requirements
 Property name and address
 Room type and category
 Number of nights
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  Check-in and check-out dates
 Check-in and check-out times
 Day use or late check-out if applicable
 Inclusions e.g. full buffet breakfast, arrival drinks, fruit basket
 Extra charges payable direct e.g. rollaway bed
 Special requests e.g. cot, double bed
 Special promotions e.g. hotel meal credit per room per stay.

Amenities and services

Amenities and services refer to the provision of basic services for travellers including:

 Toilet blocks
 Water
 Electricity
 Food and beverage including restaurants, cafes, bistros
 Medical services
 Banks and post offices
 General safety facilities including fire, police emergency services
 Entertainment
 Sporting
 Shopping.

Airlines

 Airline or combination of airlines

 Airport codes
 Airline codes
 City codes
 Flight numbers
 Schedules / timetables
 Destinations
 Routing
 Origin and destination
 Code share flights
 Normal fares
 Discounted fares, including infants, children, students, pensioners and groups
 Fares for unaccompanied children
 Promotional fares and packages
 Taxes

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  General air travel rules and restrictions of the host country, including regional
requirements, where applicable
 Class of travel
 Stopovers
 Mileage restrictions allowed
 Minimum and maximum stays
 Ticketing time limit
 Payment conditions.

Car hire

 Company, category, type

 Pick-up and drop-off depots, the depot addresses and opening/closing times
 Pick-up and drop-off dates and times
 Inclusions and exclusions e.g. unlimited kilometers, insurance and taxes
 Special requests e.g. baby seat, ski rack, GPS
 Notes e.g. a valid international driver’s license is required.

Cruises

 Name of the ship and voyage number

 Embarkation date, time and port address
 Disembarkation date, time and port address
 Grade/category and cabin type and number
 Passenger dining preference
 Pre-booked special requirements e.g. gluten free diet, wheelchair.

Transfers

 Name of company providing the transfer

 Local address and local telephone contact number of company providing the transfer
 Type of transfer e.g. private car, seat in coach, airport shuttle
 Pick-up date, time and location including address or terminal number
 Drop-off date, location e.g. Park Royal Hotel, Singapore
 Special instructions in relation to transfer.

Rail

 Name of Pass
 Duration and type of pass e.g. 3 Day Adult or 4 Day Flexi

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  Validity dates.

1.2Determine usefulness of product information sources

Introduction

Whilst there are endless pieces of tourism related information available, it is essential that you
are focused on collecting information that will be useful in relation to providing relevant and
tailored advice and services to your customers.

Importance of having useful and appropriate product knowledge

It will be up to you to determine exactly whatproduct and industry knowledge will be useful to
meet the needs of your customers. For all businesses within the tourism industry, it is important
to have relevant and up-to-date information so you can:

 To demonstrate the professionalism of the business and your individual level of

professionalism and expertise
 To answer routine questions that customers and guests expect you to be able to answer
 Provide destination information and advice to all types of customers
 Provide specific product advice to all types of customer
 To provide additional information which will enhance the customer’s appreciation of
their stay, the product they have bought or the service they have booked
 To advise customers of up-coming events, specials etc. that the venue plans to offer
 To make recommendations and suggestions when asked for your opinion
 Selling tourism products to the customer
 Quote specific individual tourism product prices
 Booking and coordinating a supplier service for the customer
 Receiving and processing a reservation from a customer
 Processing financial transactions
 Issuing customer traveldocumentation
 Issuing itineraries
 Participate in product launches and explain the features of the products
 To generate repeat business from customers
 To generate referral business
 To comply with general operational requirements

Assessing information needs

When assessing information needs, do not get overwhelmed with too much information.

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Only seek out the information that you need. The following questions can be of assistance when
assessing information needs.

 What types of decisions are you regularlycalled on to make?

 What types of information do you need to make these decisions?
 What types of information do you regularly get?
 What types of information would you like to get that you are not now getting?
 What information would you want daily? Weekly? Monthly? Yearly?
 What specific topics would you like to be kept informed of?
 What types of data analysis programs would you like to be kept informed of?
 What do you think would be the four most helpful improvements that could be made to
the present information system?

1.3Identify items that may contain product information

Introduction

As can be seen in the previous section, the need for information will often determine the type of
information required to suit the desired audience. This section will explore the different types of
information that can be collated and used by organizations for a variety of reasons.

Text-based information

Text based information is the most commonly used form of information for tourism businesses
and includes:

 Brochures, flyers and pamphlets

 Product manuals
 Supplier information and sales kits
 Confidential and general industry tariffs
 Preferred contracts or agreements
 Clue cards
 Fare sheets
 Industry publications, advices and notices
 Media articles
 Travel literature
 Travel guides
 Newspapers and magazines
 Timetables
 Reports
 Summaries
 Marketing materials and books
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Image-based material

Whilst images are often included in text based information, specific image based material can
include:

 Photographs
 recordings
 Videos
 Posters
 Atlases and maps.

Statistics

Purpose of statistics

Statistics is the study of the collection, analysis; interpretation, presentation, and Organization of
data.Statistics are valuable tools for all businesses, regardless of industry, as they provide factual
evidence that can be used to:

 Identify true performance or activity of organizations, staff and customers

 Identify trends and patterns of existingand potential customers
 Identify areas of good performance which can be exploited
 Identify areas of performance that are substandard
 Identify causes of poor performance
 Identify opportunities for business improvement
 Guide future strategic direction of an organization.

Statistics can include information relating to:

 Industry as a whole
 Specific to your business

Industry statistics

 Types of tourism businesses

 Types and demographics of customers
 Top destinations
 Hotel occupancy percentages
 Reasons for stays
 Current industry information
 Destination countries
 Departure months
 Length of stay

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  Type of organization for the trip
 Transport mode
 Accommodation type
 Expenditure.

Business statistics

 Operational performance
 Financial performance
 Spending patterns of consumers
 Characteristicsof consumers.

Testimonials

Naturally any testimonialthat is collected by a tourism organization is a valuable asset that can be
used to provide an accurate reflection on the performance of the organization or an individual
staff member. Testimonials are very good marketing and promotional tools as they are
statements from actual consumers, not messages given by organizationalstaff. A testimonial can
be aformal statement testifying to:

 Someone's character, performance, professionalism, qualifications, skills or achievements

 The virtues of a company and the products and services it provides
 How the experience benefited them on a personal basis.

Ideally testimonials should include the person's:

 Name
 Title
 Company
 Head-shot photograph.

Specifications

A specification refers to the manner in which a good or service is to be provided. It needs to be

complete, concise and unambiguous. It may be one page in length if relating to an official
purchase order, with terms and conditions printed on the back.

Or it could be a collection of drawings, general and specific terms and conditions and a separate
multi-page specification detailing the product or service requirements.

Work or equipment specifications

Work or equipment specifications may relate to:

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  Description of equipment or work to be provided
 Standard of equipment or work to be provided
 Purpose of equipment or work to be provided
 Design or capability requirements.

Quotations

Quotations are used by tourism and travel organizations to sell their products and services,
through the use of suppliers, summarized in a way that adds value for the customer.

Information commonly included in a quotation includes:

 The Travel Agent detail (Agency letterhead/logo)

 The passenger names
 The products or services booked
 Inclusions and exclusions
 The status of the items
 The gross price –usually quoted per person
 The conditions of booking, amendment and cancellation
 The payment schedule for deposit and final money
 Information relating to other travel documentation includingvisa requirements, travel
insurance, destination information etc.

Personal observations

Naturally one of the best types of information that can be used by an organization is that which
has been personally collected. This includes:

 Personal notes
 Report and findings
 Log books
 Records of interviews
 Notes of first-hand meetings.

Summary

22
Identify and evaluate sources of product information

List potential sources of product information

 Product and service knowledge

 Summary of tourism products and services
 Tourism industry organizations
 Airlines
 Other travelsuppliers
 Suppliers and providers of support and ancillary services
 Accommodation
 Attractions and Theme Parks
 Tour Operators
 Inbound Tour Wholesaler
 Outbound Tour Wholesaler
 Retail Travel Agents
 Local, regional and national information services
 Meetings and Events
 Ministries of Tourism
 Tourism Boards
 Industry Authorities
 Industry Associations
 Identify types of product and services information
 Destination information
 Local community information
 International destination information
 Tours
 Attractions
 Activities
 History
 Geographical features
 Local customs and culture
 Climate
 Accommodation
 Amenities and services
 Airlines
 Car hire
 Cruises
 Transfers
 Rail
 Determine usefulness of product information sources

23
 Importance of having useful and appropriate product knowledge
 Methods of determine usefulness of product information
 Assessing information needs
 Identify items that may contain product information
 Text-based information
 Image-based material
 Statistics
 Testimonials
 Specifications
 Quotations
 Personal observations

24
Self-check #1

Design and Produce Business Documents

Unit

self-check# 1 Module
Designing and Produce Business Documents

LO1 Select and prepare resources

Short answer question

1. List down things that are included in destination information?

2. What is quotation?

25
Answer for Self-check #1

1.
 General destination information
 Statistical information
 Currency
 Maps
 Travel guides and others

2. Quotations are used by tourism and travel organizations to sell their products and
services, through the use of suppliers, summarized in a way that adds value for the
customer.

26
 LO2: Access product information

Unit Access and Interpret Product Information

Information Module Accessing and Interpret Product Information

sheet #2

LO2 Access product information

Dear trainee! This TTLM is expected to enable you to Access product informationin
various organizations

Learning Activities

 Read the specific objectives of this Learning Guide.

 Read the information written in the “Information Sheets’’

 Accomplish the “Self-check” in pages.

 If you earned a satisfactory evaluation proceed to “other Information Sheets”. However, if

your rating is unsatisfactory, see your teacher for further instructions or go back to Learning
Activity #1.

 Submit your accomplished Self-check. This will form part of your training portfolio.

 Read the “information Sheet” and try to understand the procedures discussed.

 Request you facilitator to observe your demonstration of the exercises and give you
feedback.

27
2.Access product information

2.1. Select appropriate sources of product information

3.1 Identify specific sales needs that form the basis for the search for product information

Introduction

As mentioned in the previous section, when you are seeking tourism information to access and
interpret to meet the needs of your organization and its clients, it is important that it is relevant
and useful.This section will identify the steps associated with collecting information, starting
from the identification of sales related needs, through to the steps taken to collect and access
information.

Specific sales needs

Ultimately the goal of collecting and accessing information is to provide the best possible service
and to meet the client’s needs thus enabling you to make the sale and process the booking. The
first step in collecting information is to identify the needs or reasons why collecting information
is essential.

Specific sales needs may relate to:

 Consultation with client –in person, via telephone or email

 Non-negotiable client needs, including budget, timing, duration of travel, required
destination and activities, health
 Requests from and preferences of client, including general enquiries and special interest
requests, travel preferences, timing and designated destination activities
 Source and provide information and advice
 Make recommendations
 Check availability and prices
 Provide quotation including booking terms and conditions
 Processing a reservation, including booking and coordinating supplier services and
products
 Collect applicable deposits and provide to applicable parties
 Provide written confirmation and due dates for final payment
 Collect final payment and provide to applicable parties
 Processing financial transactions, including payment of deposits and full-payment for
bookings
 Issue or secure non-air and air travel documentation and provide to customer
 Need to amend an existing booking due to unforeseen circumstances
 Cancellations or alterations made to bookings.

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 One of the keys in gathering key pieces of relevant information is to carefully yet effectively
search for information. It is important that you have identify a clear topic of your search and
to identify objectivesof what you are trying to achieve whensearching for information,
otherwise you can very easily become side-trackedand spend considerable time looking for
information that may not be relevant.

Define search topic and objectives

The first step isto try to identify exactly where the focus of research and information collection
should be concentrated on. The research topic may not be obviously apparent and it is often
difficult to define. Exploratory research can help to better clarify the topic and set some
objectives of what we want the research to achieve. The statement of the research topic and
objectives should guide the research plan and process.

Determining specific research

The research topic and research objectives must then be translated into specific research
questions that address particular information needs. By having established research questions,
they can help guide the objectives of the research.

Define research objectives

By having a clear understanding of what questions and objectives you wish to gather information
on, it provides a clear focus in which to guide the research process.

Methods to access information from identified sources

In the next few sections, the ways to access information from both external and internal sources
will be defined in detail. That said, common ways to access information from sources include,
but not limited to:

 Subscribing to, and reading, industry magazines, newsletters, updates

 Picking and reading through the local and city newspapers –especially those sections that
carry articles on hospitality, tourism, and events
 Getting on Internet e-mail lists and receiving newsletters and updates from the vast
number of relevant industry government agencies, suppliers and support services
 Joining your local union or industry association to receive regular material –and taking an
active interest in the issues that are foremost in their minds
 Reading books on the industry sector that you are working in –you should aim to read
widely and include biographies of industry people, management texts, practical hands-on
reference material and general literature on diverse industry topics
 Getting out and having a look around to see what’s happening, what people are doing,
what the competition is doing, and what people are doing and saying

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  Interrogating databases -looking at data bases. In many cases, vital information may
already be filed in your own systems
 Asking questions -if you areunsure of the information or want to identify background
information or reasoning behind data, it is important to askquestions so you are clear as to
how the information came to be
 Conducting web based searches, including the use of search engines and bookmarked
sites relevant to the industry and enterprise
 Exploring options –eventhough this manual to date has identified a number of sources
and methods for collecting information, at times you will need to be creative and think
'outside the box' to gather additional information or from a different perspective.

One of the most important aspects of searching identified sources is to write down, collect or
summarize what you find out from all of these sources. You will forget most of what you
manage to find if you don’t collate it using an appropriate system.

Identify timelines for information required

Not only is it important to identify the types of information needed, but also when it needs to be
collected and available for use. Whilst it is impractical to collect, update and communicate all
information on adaily basis, thought must be given as to when it is essential for staff to obtain
necessary information to meet the needs of customers naturally the urgency and importance of
the information will dictate how quickly it will be collected. For example if new visa or travel
advisories or restrictions are introduced, this information will need to be researched and
communicated to clients who have either booked or are considering travel to affected locations.

Considerations when identifying timelines for information

When deciding on the timelines to access information considerations that must be identified
include:

 Resources required to access and interpret information

 When to conduct research and collect information
 When to analyses and review the information
 Who needs the information
 What is the best way to pass oninformation on to other stakeholders at one time
 Informs stakeholders of the key aspects of the information
 Provide advice how this information can be used to the benefit of the organization and
potential or existing customers.

Identify timelines for accessing information

Timelines for accessing of information may be:

 Immediately -taking into accountall tasks prioritized as urgent

 As soon as possible

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  Within a designated timeframe, which specifies anumber of hours, days, weeks or
months, including tasks to be completed before the set deadlineRegular cyclical events in
accordance with designated enterprise policies which, for example, may include:
 The need to review supplier wholesale prices every month
 The need to update customer data every three months
 The need to gather destination, supplier and carrier information for new or revised
packages every season.

Identify budget for accessing and interpreting information

A great deal of time and effort is required to access and interpret information and therefore most
tourism organizations will develop a budget specifically for the nature of this activity.

It is essential to have a budget in place to ensure financial transactions relating to sourcing and
presenting information are controlled.

Budgeting considerations

Budget considerations may include:

 Time allocation to undertake research

 Staff to undertake research or assist in the analysis, preparation and presentation of the
material captured
 Funds to obtain secondary research data
 Funds to enable the undertaking of primary market research
 Materials, registrations, subscriptions and other activities necessary to register to receive
or to purchase identified information.

Identify information found

Once you have searched and found relevant information, it is important to 'identify' relevant
information so that it can be used again for the purpose or filing, further review or use in
operational activities.

It is important to 'mark' the information so that is can be easily found for future use. Methods to
identify relevant information include:

 Book marking websites

 Recording sources in a project-specific index
 Copy and pasting key points into separate files
 Highlighting key information
 Filing documents in a logical order

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2.2 Register to receive and/or access product information

2.5 Access external sources of product information

Introduction

Once you have identified the types of information you wish to gather from different sources, it is
now time to contact them and request information to be sent to your organization.In most cases,
especially relating to tourism businesses willbe more than happy to provide information about
their businesses as it will hopefully lead to greater awareness and sales of their products. Whilst
it may seem like a simple activity, there are a number of objectives that must be achieved when
touching base with sources when arranging to receive information. Where possible, try to make
the formats selected the most 'user friendly' andcost effective for both the supplying organization
and yourself. That said, two of the most commonly requested formats of information is through
the use ofbrochures or electronic files.

Objectives when contacting external sources

There are a number of objectives associated with contacting tourism businesses. These include:

 Making contact with tourism businesses

 Introducing your business to the organization
 Identify if the tourism business 'fits' your company profile or image
 Gain an understanding of the tourism products and services they provide
 Understand their 'promotional message' and how to promote their products and services
 Discuss contractual agreements and terms and conditions for working together
 Requesting product information

Making contact with tourism businesses

Naturally there will be a number of suitable ways in which to make contact with businesses.

Given that most tourism businesses may not be in your immediate geographical location,
personal face to face contact is not possible.

 Methods of contacting businesses include:

 Telephoning targeted businesses
 Making face-to-face requests of sales staff that visitthe office
 Making e-mail requests
 Registering to receive information, newsletters and up-dates.

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Introducing your business to the organization

Given that you are the person who has initiated the contact it is essential that you introduce
yourself to the tourism organization.Like in any partnership, both partners must gain an
understanding of whom they may wish to work with. When introducing your organization to
tourism businesses, information to be communicated include, but not limited to:

 Name of company
 Location
 License Number
 Key contacts
 Products and services provided
 Identification of their clients -including size of client base, history of previous sales,
potential sales
 Competitive advantages of your organization
 What you are seeking in a partnership.

Identify if the tourism business 'fits' your company profile or image

For any successful partnership to take place, both companies must work with companies that
match or reflect their own image and vision. When companies work together, the practices of
one of the businesses will impact on the brand of the other. Therefore it is essential that both
organizations carefully select business partners that compliment what they do themselves. The
key is to provide mutual benefit. Normally travel companies will only associate with tourism
organizations that offer 'suitable ' offerings to the type of client they attract. For example, if a
travel agency aims at the luxury market they will notbother to contact budget accommodation
facilities, however willfocus towards high end hotels, resorts and cruises etc.Tourism companies
will not want to work with travel agents who operate in illegal, immoral or dubious manners.
This includes the provision of inaccurate information or availability as a method of generating
greater revenue for themselves. In addition, travel agencies do not want to work with tourism
organizationsthat provide 'non-professional' products and services to clients. This can include
substandard accommodation conditions, products that do 'not match' what is advertised in
brochures or hidden 'booking conditions' that clients only find out about once they are a the
venue themselves.

Gain an understanding of the tourism products and services they provide

One of the most important aspects of contacting a tour company is to gain an understanding of
what they can offer to your client.

33
Naturally through the use of brochures and websites etc. a travel agent can gain a thorough
understanding of what the business offers, in terms of products and services, however there may
be aspects that require further clarification.

The more information you can gather about a tourism business, the better it will be in being able
to provide accurate information to clients and to answer any questions they may have.

Identify key features and benefits

A tourism organization has a greater understanding of their own products than a travel agent ever
would. Therefore it is beneficial forthem to identify the features and benefits of the products they
provide. A feature isthe characteristic of a product, e.g. hotel (product) has a swimming pool
(feature). “The pool will be relaxing and cool you down after a full day of sightseeing in hot
weather (benefit)”.

Ask questions

Information you may wish to collect may include:

 Key
 products and services
 Key reasons why people visit their business
 Key questions or queries potential customers may have
 Key pieces of information potential customers must know
 Key information not identified in brochures, websites etc.

Arrange familiarizations

One of the best ways to understand a tourism organization is to visit the establishment and
'experience' it like a customer would. Familiarizations are the best way to gain a firsthand
understanding of an organization also known as educational, these are free trips offered by
suppliers to travel agents to sample products or services firsthand.

Understand their 'promotional message' and how to promote their products and services

With the aim of consistency in their promotional message, all tourism businesses will have a
'specific message' in which they wish to convey to all potential customers, regardless of how
they enquire or book products and services.

Identify their promotional activities

One of the best ways to gain an understanding ofthe promotional messages of a tourism business
isto understand the promotional activities they are conducting. Theseactivities are designed to
grab a customer’s attention to create a sale, e.g. advertising, product launches/marketing.

Identify their special offers

34
All customers want special deals. It is therefore essential to identify and understand any special
offers your customers can take advantage of. Special offers are for sale on a limited basis,
eitherin terms of timeor availability. Some are discounted prices, e.g. early bird bookings, while
others are normal cost with extra items included for free during the validity of the special offer.

Discuss contractual agreements and terms and conditions for

Working togetheras mentioned before, the aim of anypartnershipis to gain mutual benefit.
Therefore an important part of any partnership is to outline the terms and conditions of the
partnership.

Commercial agreements

Also commonly known as preferred product agreements, these are the agreements between
suppliers and travel agencies with regards to sales targets, levels of commission and incentives.
By establishing commercialagreements, the travel agency receives higher agent’s commission
levels for selling the supplier’s products in preference to other similar products.

Contract of sale

Besides having an overriding commercial agreement, there needs to be clarification of when a

'sale' has been made. This involves a legal agreement which includes all the booking conditions
which apply when a booking is made.

Contract rates

It is important to understand if these are any special rates between a supplier and travelagency.

Incentives

Under the concept of mutual benefit, any incentives available for either party must be negotiated.
This includes identifying any rewards to be givenfor selling a particular product or service.
Rewards can be extra commission or benefits to staff. There are usually a number of conditions
which apply. The most common form of incentive is through the provision of commissions.
Commissions are the money paid to a travel agency for selling a product or service. It is
calculated as either a percentage of the total sale, e.g. 10% or a dollar amount. The commission
paid to an agent is a part of the commercial agreement which agents have with principals and
suppliers.

Bookings, confirmation and conditions

35
This refers to the proceduresrequired to book tourism products, e.g. deposit amount and due date
(usually required within seven days of confirmation) and date final payment is due (usually 30-
60 days prior to departure date).The booking conditions detail the specifications of service
providers. These may include deposit and final payment conditions, inclusions, exclusions, room
configurations, rates, tariffs, seasonal factors, taxes etc.

Requesting product information

Once all necessary arrangements have been made it is now time to request product information.
Where possible, try to make the formats selected the most 'user friendly' andcosteffective for
both the tourism organization and yourself. That saidone of the most commonly requested
formats of product information is through the use of brochures. Brochures contain information
on a tourism destination, a particular product or package and are still the main selling tool in the
travel industry.

Registering for information

When sourcing information, whilst direct contact with external providers, as mentioned above is
an invaluable way to get information regarding specific products and services, quite often you
may need to gather more generic information relating to the industry as a whole, including any
new laws, regulations, businesses or trends. This information will commonly be obtained
through various publications, produced by leading government or industry leaders and
authorities. In order to access this information you will need to register to receive it. Registering
for industry informationmay include:

 Registering on-line
 Paying a fee
 Establishing required password and username, if required
 Lodging host enterprise details with product information source
 Establishing the bona fides of the host enterprise
 Joining an association or body in order to enable access.

Seeking external assistance

Whilst you may have collected considerable information on your own accord, or gathered using
external organizations or publications, at times you may be required to seek external assistance
for a number of reasons.Whilst each organization will have their own purpose, common reasons
include:

 To gather further information

36
  For acquisition of specialized information
 To interpret existing information gathered
 Provide findings and recommendations
 To clarify information
 To answer any questions.

Types of external assistance

Types of external assistance includes, but not limited to:

 Government agencies
 Libraries
 Professional external third party information providers
 Trade, professional and business associations.

Establishing industry networks

 Developing your ownindustry network

As a member of the tourism industry, it is vital to build your industry network. This involves
reaching out to all people in all aspects of the industry and discussing industry happening, trends
and current information. The more people you meet and the more information you accumulate
provides you with a sound understanding of the industry and will help your career progression.

 Networking with industry colleagues

It is very worthwhile to network with industry colleagues when you get the opportunity to attend
product launches, seminars, educational and the like. You are not only constantly learning but
you are also mixing with other tourism professionals, many of them having knowledge,
experience and skills that you do not have.

2.3. Visit suppliers and other sources to talk with sales staff and obtain items that may
contain product information

Introduction

In addition to making contact with external providers of tourism related information, at times
you may be required to visit identified sources. This opportunity to gather a first-hand
understanding of the source, including key personnel who will be instrumental in sharing
information is very beneficial.

37
Benefits of visiting identified sources

It is extremely advantageous to visit sources as they provide a first-hand opportunity to:

 Meet key personnel

 Talking with personnel to obtain, clarify, update and identify supplementary relevant
information
 Gain an understanding of the operation
 Viewing operations and making personal observations
 Clarify and explain your request for information
 Receive electronic and hard copy files in a manner that is more user friendly than
delivering them through other sources such as emails or courier services
 Reviewing additional information available at the source
 Get any questions answered
 Identify the potential of informational sources that can be utilised at a later date
 Recording interviews and taking photographs or other recorded images.

2.4Access selected internal databases and internal business systems

Introduction

To date in Section 2 we have explored the ways to access information through external channels.

Besides gathering information fromexternal sources, invaluable sourceof information that relates
to a tourism organization is from the organization itself.In the majority of cases, information that
is required as part of operational or customer service activities can be obtained through the
investigation and extraction ofdata from internal information systems.As you can imagine,
collecting information from internal sources is certainly more cost and time effective than
sourcing from external sources. Therefore it should realistically be the first place to look when
seeking information. Not only will it be 'on hand', it is often tailored to the needs of the operation
and can identify more accurately what is happening inside the business morethan information
obtained externally.

Types of internal information sources

Internal information may be obtained from a number of different sources depending on the
scope, nature and technological capabilities of the host enterprise and may include:

 Customer databases
 Sales figures
 Internal reports
 Accounting and operational statistics
 Data from sub-agencies and head office

38
  Customer feedback information
 Automated information systems
 Computerized reservation systems
 Products and services inventories.

Utilizing colleagues, supervisors and managers

These people are your first-line sources of information. You should feel free to ask them
questions whenever you need to find information. Get to know them and actively seek out their
opinions, experiences and views. They can help you find out what is happening, where the
business is heading, what they think of the industry and its various stakeholders and what they
intend doing personally.

Arrange to receive internal information

When seeing information from within the country, often the process will be easier. Information
may be sought from:

 Head Office
 Other businesses within the chain
 Management
 Colleagues
 Customers.

Quite simply requesting information may include:

 Asking internal colleagues to provide existing information through:

 Statistical and written reports
 Surveys
 Checklists & Flowcharts
 Meetings
 Discussions
 Emails
 Training sessions

 Requesting colleagues to manipulate existing data in order to generate new data

 Collecting information from a centralized 'share' drive
 Looking at the company 'intranet' site.

39
Access selected internal databases

Access selected internal databases may include:

 Identifying the types of databases / storage systems used

 Obtaining internal authority to access required fields of information
 Setting-up password access authority
 Determining folders, documents and locations to use.

Identifying the types of databases / storage systems used

When product information has been gathered and accesses, it is oftenfiled for future use as
deemed most appropriate by the enterprise and in-keeping with any relevant policies and
procedures. Every tourism operator will have their own method of filing and storing information.
It is important to know where to look for certain pieces of information. Your office will have a
system of filing all information so that it is easy to retrieve. Check and make sure that you
understand how the information is organized so that you can source it readily. It may be that your
computer system is a sophisticated one and can handle the storage of all or most of the
information. This may be supplemented by filing cabinets and manuals.

Options for storing product information

Product information inventory systems may be:

 Manual filing systems

 Computerized systems
 Combination of the above.

Regardless of the system used, it is important to remember that the focus of capturing and storing
product information is to use it as part of the service delivery that the organisationprovides to
clients to help facilitate their travel needs.

Manual filing systems

Public area displays

Some form of manual filing system coupled with a public area display featuring racks and
displays of brochures etc. from various tourism businesses will usually suffice and is cost
effective and operationally effectiveThe glossy brochures can be kept in the public display whilst
more detailed and less frequently requested information can be kept in the file. You may have
product brochures displayed in the office for the public to access including a range of cruises and
packaged tours, usually divided between domestic and international. In most tourism
organizations there will be a range of individual local tour and accommodation operator
brochures and general information brochures on the region and other regions.

Back of house storage areas

40
In the back room of the office there will be storage space for other product brochures which you
may use if your preferred product is not available or does not offer what the customer wants. A
large range of timetables, insurance policies and other general tourism product information must
also be on hand and it is imperative that you are aware of where this information is held.

Filing cabinets

Whilst the nature of the filing system to be used to store the information will be an individual
choice, the use of cabinet drawers isa great option. If you decide to use this option, make sure
that whoever is to use this information canaccess these drawers readily and knows where things
are in the file. There’s little point in the information being locked up where staff are unable to get
to it or in having the information but being unable to locate where it is.

Suspension files

The use of these files with manila folders inserted can be used to divide the filing cabinet
drawers up. You will also have alarge range of general destination information brochures and
maps on countries and regions around the globe which should be logically filed for easy access
and quick service for your customer. These may be divided between:

 Domestic and international destinations

 Regions
 Product types, for example cruises, tours, accommodation etc.

Personal information manual

You may choose or be required to compile your own personal information manual. You may
have extracted a newspaper article or taken notes from a sales representative or local tour
operator about information pertinent to your organization. These also have to be filed logically
and it is important to date all information to establish whether it is current and filed under the
correct section.

Contact details of tourism businesses

If you are unable to obtain the information your customer requires from the sources within the
office or simply need guidance on where to start, that’s when you refer to appropriate websites or
phone the appropriate wholesaler or principal’s reservation or sales department directly for
assistance. You will soon gain an understanding of which wholesalers or principals represent or
package which part of the globe and what area they specialize in.

Computerized systems

41
The travel marketplace is a global arena where millions of buyers and sellers work together to
exchange travel services. Among the “shelves” on which buyers search for travel services are
world’s global distribution systems. These systems have become electronic supermarkets linking
buyers to sellers and allowing reservations to be made quickly and easily. Nowadays, more travel
is sold over the Internet than any other consumer productA Global Distribution System (GDS) is
a network operated by a company that enables automated transactions between third parties and
booking agents in order to provide travel-related services to the end consumers. A GDS can link
services, rates and bookings consolidating products and services across all three travel sectors:
i.e., airline reservations, hotel reservations, car rentals, and activities.

The major GDS systems include:

 Travel port (Galileo, & Apollo)

 Travel port (World span)
 Amadeus
 Sabre.

Policies and procedures

All tourism organizations will have a range of policies and procedures relating to the way in
which product information will be managed.

In summary:

 A policyis a rule or statement

 A procedureis a step by step instruction on how a specific incident or activity should be
conducted.

It is essential that all staff is able to understand the policies and procedures relating to
information management in their role and the organization.Normally policies and procedures are
explained during an induction or orientation period, duringtraining or when new products are
introduced. All information relating to policies and procedures are distributed to all staff in
handbooks, training manuals or job descriptions.

The purpose of having adequate policies and procedures relating to product information
management is to ensurethat product information is:

 Stored in a 'user friendly' manner

 Remains current

Examples of policies and procedures

The following examples are policies, procedures and standards that are required to be
understood, met and followed by staff specifically working in visitor services.

42
These are normally delivered to staff during training, the initial employment period or when
changes have taken place. They are normally delivered by outlet management, supervisors or
fellow staff. These are also located in job descriptions which are given, explained and signed by
staff to ensure they are read and understood.

Policies

 Which systems to use

 Use of GDS's
 Amount of information to collect
 Responding to enquiries
 Scheduling of 'updating' product information.

Procedures

 Checking and updating information

 Sourcing product information
 Requesting product information
 Stocking product information.

Gathering information from customers

Understanding customers and their preferences is a very important aspect of a business.

Therefore being able to collect information is very important to understand what your business is
doing well to meet their needs and to identify where improvements can be made. There are a
number of formal and non-formal feedback methods can be used.

Asking customers for feedback:

 Verbal or written
 Individual or focus groups
 Structured or unstructured formats.

Formal feedback

This approach is used when established avenues have been established to collect information.

These approaches include:

 Customer comment cards –these are established documents aimed at getting responses to
a wide range of questions covering all facets of an operation

43
  Interviews and follow up calls –at times management may contact customers to find out
about their experiences or visits.

Informal feedback

This approach is a very effective way to get feedback. This information may come in theform of
‘gossip’ or ‘through the grapevine’, however is the provider of the largest amount of feedback.

Informal feedback involves collecting information and feedback outside the above mentioned
formal avenues. This includes:

 General discussion –whether with fellow staff or with customers, by interacting with
people, you can get a good feel of what people are thinking
 Observations –this is a great form of feedback. It is encouraged that staff observe the
actions and reactions of customers and fellow staff. Most people are often uneasy about
truthfully giving negative feedback, so this approach is useful in getting an accurate
reading of what people are thinking in different situations.

44
Summary

Access product information Identify specific sales needs that form the basis for the search for
product information

Select appropriate sources of product information

 Specific sales needs

 Define search topic and objectives
 Methods to access information from identified sources
 Identify timelines for information required
 Identify budget for accessing and interpreting information
 Identify information found

Register to receive and/or access product information Access external sources of product
information

 Objectives when contacting tourism businesses

 Making contact with tourism businesses
 Introducing your business to the organization
 Identify if the tourism business 'fits' your company profile or image
 Gain an understanding of the tourism products and services they provide
 Understand their 'promotional message' and how to promote their products and services
 Discuss contractual agreements and terms and conditions for working together
 Requesting product information
 Registering for information
 Seeking external assistance
 Establishing industry networks

Visit suppliers and other sources to talk with sales staff and obtain items that may contain
product information

 Benefits of visiting identified sources

45
 Access selected internal databases and internal business systems
 Types of internal information sources
 Utilizing colleagues, supervisors and managers
 Arrange to receive internal information
 Access selected internal databases
 Identifying the types of databases / storage systems used

 Options for storing product information

 Manual filing systems
 Computerized systems
 Policies and procedures
 Gathering information from customers

46
 Access and Interpret Product Information
Unit
self-
check# 2 Module Accessing and Interpret Product Information

LO2 Access product information

Short answer
1. What are the things that are included when introducing your organization to tourism
businesses?
2. List down some internal information sources?

Answer for Self-check #2

1.

 Name of company
 Location
 License Number
 Key contacts
2.

 Customer databases
 Sales figures
 Internal reports
 Accounting and operational statistics and others

47
LO3: Interpret product information
Unit Access and Interpret Product Information

Module Accessing and Interpret Product Information

Information
sheet #3
LO3 Interpret product information

Dear trainee! This TTLM is expected to enable you understand the concepts toInterpret product
information inorganizations

Learning Activities

 Read the specific objectives of this Learning Guide.

 Read the information written in the “Information Sheets’’

 Accomplish the “Self-check” in pages.

 If you earned a satisfactory evaluation proceed to “other Information Sheets”. However, if

your rating is unsatisfactory, see your teacher for further instructions or go back to Learning
Activity #1.

 Submit your accomplished Self-check. This will form part of your training portfolio.

48
 3. Interpret product information

3.2Read items that may containproduct information

Introduction

In Section 2 of this manual, the different sources of product information and methods to source
information has been identified. Once information has been accessed, it is important that it is
read and understood. It is essential that not only do you understand the information you have
accessed, but that it is accurate and relevant for the customers.

It is of vital importance that the information you provide to your customer is:

 Accurate
 Readily understood by the customer
 Provided in a timely manner
 Provided in an appropriate format and style
 Provided in an appropriate depth and scope.

These points will be discussed in more depth in Sections 3&4 of this manual. If information is
not accurate, not only can it make your organization legally responsible for differences in prices
or services provided, it will at the least cause major disappointment and frustration to customers
who receive products and services which differ to that promised and anticipated.

Importance of accuracy

It is important that the information that you provide to the customer is accurate. There are many
variables within tourism products that need to be identified, read, understood and checked before
you can provide the information to the customer. Therefore it is essential that you understand the
information contained in brochures, timetables and other tourism information that you pass on to
the customers.

49
Methods to ensure accuracy of information

Methods to ensure accuracy of information include, but are not limited to:

 Identify date in which current information was compiled

 Checking version of the brochure or information
 Checking on the website for accurate 'real time' information
 Contacting the supplier to verify information

Read and review information

Once you have captured information that has been collect or given to you by various sources and
organizations it is now time to read and review the information and determine its importance,
accuracy and relevancy for your organizationand customers

Objectives of reading and reviewing captured information

Objectives of reviewing information that you have captured include:

 Verifying the accuracy, relevance and sources of the data -as mentioned above
 Confirming the applicability and utility of materialresearched and provided
 Determining degree of usefulness of the information
 Determining if additional information, material or data is required to meet identified
needs
 Ensuring that no obvious sources of information have been overlooked
 Meeting with theinformation user to check that the material gathered is appropriate for
their needs
 Meeting with researchers to clarify points of ambiguity, as appropriate.

Interpreting information

The aim of interpreting information is to analyze all the information collected with the hope of
providing a summary of key pieces of evidence in which assumptions, conclusions and
recommendations be based. When interpreting information, it is important that the correct
information is derived, in its intended format. Attempt toput the information in perspective to the
objectives. There may be vast amounts of information that has been collected. It is your role to
identify which pieces of information are valid and purposeful, excluding information that is not
relevant in answering the original objectives, or cannot be used to help substantiate or clarify
findings. The process is not to find reason or purpose in all the information collected, but to

50
methodically compile and interpret evidence that is relevant. Try to use the information to
answer the research objectives and to provide supporting evidence to substantiate the findings.

Purpose of interpreting information

This serves a number of purposes including:

 Gaining further understanding of the information

 Identifying any questions you may have
 Identifythe key points in which you may convey to stakeholders, colleagues or clients.

This process may include:

 Analysis and interpreting the Information

 Classifying the information
 Preparing summaries with supporting evidence of the results of the data analysis.

3.3 Integrate sourced product information with identified client needs and/or preferences

Introduction

Once you have reviewed and interpretedthe information, it is now time to integratethe
information to meet the needs of the organization and the client.Whilst there may be vast
amounts of information that may be of benefit, it is time to identify:

 Which pieces of information do not need to be communicated or not relevant

 Which pieces or information are essential
 Key points that need to be communicated
 The order of priority for communicating information
 How to structure the information in a way that addresses original objectives or will be
understood by the persons whom will need this information.

It is vital that the information that is needed by stakeholders, colleagues or clients is 'tailored' to
their needs.

Activities associated with integrating sourced product information

Integrate sourced product information may includepreparing a quotation that results from:

 Matching availability and data to identified client needs and preferences to the best extent
possible
 Searching for possible alternatives and options
 Converting supplier codes and abbreviations into usable data to adequately interpret the
information provided -these will be identified in more detail in Section 4.1.

51
Prepare the quotation to reflect all inclusions required by the customer

Quotations provide a summary of different options to address the needs of the customer.

In essence, the end result of accessing and interpreting product information is through the
provision of a quotation. Inclusions found in a quotation will differ depending on the needs of
the client, butwill commonly include:

 General information
 Date of quotation and reference number (if applicable)
 Clients name
 Phone contacts
 Email address
 Address
 Dates of travel
 Length of travel and class of travel.
 Travel products and services

Flights

 Airline details
 Destinations and routings
 Class of travel
 Departure and return dates –remember to include the year
 Fare validity –for sale and for travel dates
 Air fare per person
 Taxes per person (always state that these are subject to change).

Accommodation

 Name of accommodation and location

 Room type and bedding configurations
 Check-in and check-out dates
 Total number of nights
 Any extras or inclusions such as meals, transfers etc.
 Cost per person per night and total amount for the stay.

52
Cruises

 Name of the cruise line or company

 Name of the ship
 Name of cruise, including code
 Number of days or nights
 Departure date, time and location
 Return date, arrival time and location
 Cabin type and deck location.

Tours

 Tour company name

 Tour name, code and duration
 Departure date, time and location/city
 Arrival date, time and location/city
 Rooming details –single, twin, triple
 Inclusions.

Other travel products and services

 Company used
 Products and services
 Inclusions / exclusions
 Costs.

Transfers

 Date, time and location of transfers

 Type of transfer –seat in coach, private transfers, limousine etc.

Car hire/Rentals

 Name of company they are using –Avis, Budget, Hertz etc

 Vehicle group or type –compact, midsize, group C etc
 Transmission –manual or automatic
 Pick up and drop off dates, times and location
 Rate –if paying direct
 Rental Inclusions –mileage, additional drivers, insurances, taxes
 Any additional local payments for additional services e.g. GPS.

53
Specific details

 Seasonality
 Availability
 Costing considerations
 Additional travel costs
 Product price increases
 Fluctuations in exchange rates
 Terms and conditions
 Scheduling information
 Product codes
 Booking procedures
 Points of departure and arrival
 Touring inclusions and exclusions
 Technical specifications for audio-visual and other meetings and events equipment
 Travel insurance
 Visa / permits
 Health permits
 Limitations
 Safety and risk –adventure products
 Non operation of the product –tour cancellation.

Key quotation protocols

Quotations must be provided in a format that can be easily understood by a client.

It is important therefore that the following general protocols are followed:

 Use official company stationery –letterhead or standard pro-forma document

 Date the quote
 Avoid the use of jargon
 Ensure correct spelling and grammar
 Include Customer/Passenger names
 Specify currency
 Provide both a per person and total price
 State validity of the quote
 Detail all the arrangements included in the quote –products, services, dates, times
 Follow a logical and sequential order for arrangements.

In Section 4, the process of providing information to customers, commonly through the provision
of a quotation, will be identified in more detail.

54
Summary

Interpret product information

Read items that may contain product information

 Importance of accuracy
 Methods to ensure accuracy of information
 Read and review information
 Interpreting information

Integrate sourced product information with identified client needs and/or preferences

 Activities associated with integrating sourced product information

 Prepare the quotation to reflect all inclusions required by the customer

55
 Access and Interpret Product Information
Unit
self-
check#3 Module Accessing and Interpret Product Information

LO3 Interpret product information

Short answer
1. What are the methods to ensure accuracy of information include?
2. What is the Purpose of interpreting information?

Answer for Self-check #3

1.
 Identify date in which current information was compiled
 Checking version of the brochure or information

56
  Checking on the website for accurate 'real time' information
 Contacting the supplier to verify information

2.

 Gaining further understanding of the information

 Identifying any questions you may have
 Identify the key points in which you may convey to stakeholders, colleagues
or clients.

LO4: Provide product information

Unit Access and Interpret Product Information

Module Accessing and Interpret Product Information

Information
sheet #4
LO4 Provide product information

Dear trainee! This TTLM is expected to enable you understand the concepts toProvide product
information in organizations.

Learning Activities

 Read the specific objectives of this Learning Guide.

 Read the information written in the “Information Sheets’’

 Accomplish the “Self-check” in pages.

 If you earned a satisfactory evaluation proceed to “other Information Sheets”. However, if

your rating is unsatisfactory, see your teacher for further instructions or go back to Learning
Activity #1.

 Submit your accomplished Self-check. This will form part of your training portfolio.

57
4.Provide product information

4.1 Interpret industry terminology

Introduction

One of the key components of receiving product information is to interpret and translate
industry terminologyin a manner that will be understood by customers. In addition to
knowing where and how to source information in relation to product and services, it is
essential that you are also able to interpret and understand any industry terminology sothat
you are able to communicate this information to your client accurately and professionally.
In many cases, this will be focused in interpreting industry terminology. This section will
explore the commonly used industry terminology.

Methods to interpret industry terminology

Interpreting industry terminology may include:

 Understanding resources, including interpreting codes, abbreviations, acronyms and

individual supplier terminology
 Converting currencies
 Interpreting terms and conditions
 Understanding limitations and elements of products and services, especiallypackages
and deals
 Identifying fees and charges.

Travel and tourism related codes, abbreviations; acronyms will be discussed in more detail in
this section, whereas terms, conditions and charges will be explained in more detail in
Sections 4.2 and 4.3.

58
Interpreting codes, abbreviations and terminology

 Phonetic alphabet
To avoid confusion with accents and different types of speech and to eliminate spelling
mistakes with names and booking details, the phonetic alphabet is routinely used.

For example: Tour code: JA800 = Juliet / Alpha 800

 The 24-hour clock

The 24-hour clock is used in the travel industry throughout the world. In particular, the times
in your CRS system are represented by the 24-hour clock and both domestic and international
tickets are issued using the 24-hour clock. It is represented with four digits.

 Airport city codes

Three letter codes are used for all cities and airports throughout the world. The city and the
main airport will often share the same code, however this is not always the case (e.g. LON =
London and LHR = London Heathrow Airport).Your CRS/GDS system is used to encode or
decode cities and airports. There are also websites which offer city/airport, decode/encode
facility.

 Airline codes
Airlines have two letter alpha airline codes. Here are some global examples.

Airline Code Airline

AA American
AC Air Canada
AF Air France
BA British Airways
CA Air China
CX Cathay
CZ China Southern
EK Emirates
JL JAL
KE Korean
MH Malaysia
MU China Eastern
NH ANA
NW Northwest
OZ Asiana

59
 PR Philippine
QF Qantas
BI Royal Brunei Airlines
SA South African
SQ Singapore
TG Thai
TK Turkish
UA United
VS Virgin Atlantic

 Cruise ship terminology

The following terms are commonly used when dealing with cruises.
Term Definition
Aft Toward the stern (back)
Adjoining cabins Cabins that are next to one-another
Berth The bed or beds within the cabin
Bow Front of the ship
Bridge Ship’s navigational control center
Cabin Room on a ship
Captain Person in command of a ship
Category Price gradient cabins from the most
expensive to the least expensive
Deck plan Diagram illustrating cabin and public room
locations in relation to each other
Disembark Exit from the ship
Double occupancy Cabin shared by two people
Embark Board the ship
Free style No set meal times
First sitting Earlier of two meal times, usually around
1800 hours
Forward Toward the front of the ship
Gangway For embarking or disembarking from the ship
Gratuities Passenger expression of thanks to the ships
service personnel for services
Inside cabin A cabin with no window, or porthole
Lower berth Bed of a cabin located on the floor
Midship Towards the middle of the ship
Outside cabin A cabin having with a porthole, or window
Port The left-hand side of a ship as one faces

60
 forward
Second sitting Later of two meal times, usually around 2000
hours
Shore excursions Sightseeing tours, or activities offered while
at a port-of-call
Stern Rear end of ship Rear end of ship
Steward Person who looks after thepassengers aboard
Starboard The right-hand side of a ship as one faces
forward
Suite A cabin and a sitting room area
Sole use A cabin occupied by one passenger
Ports of call Stopovers on a cruise itinerary
Purser A ship’s officer in charge of money and
accounts
Private facilities A cabin with its own bathroom facilities
Tax and port charges Additional charges to help defer the docking
fees charged by the port or country
Quad cabin A cabin that accommodates four passengers
Upper berth The top (bunk) bed in a cabin

 Tours terminology
The following terms are commonly used when dealing with tours.

Term Definition
2nd Tour discount Discount for booking another tour
Baggage handling An additional cost used for tipping
BB Meal code for included buffet breakfast
CB Meal code for included continental breakfast
Cost per day The total cost of the tour divided by the
number of tour days
D Meal code for included dinner
Early bird Special Discount for booking and/or paying early
Escorted A company representative accompanies the
tour
Food kitty Payment paid to cover food on tour
Guaranteed departures Regardless of numbers the tour will depart
Guided tour A tour which has a tour guide
Hotel list List of hotels to be used on tour
Inclusions What is included
L Meal code for included lunch
Local guides Specialist guides engaged in particular places
Option date Date by which the deposit must be paid
Optional tour Not included in tour price –extra
Past passenger discount Not a first time passenger with this company

61
 Pre accommodation Accommodation before the tour
Post accommodation Accommodation after the tour
Price guarantee Once fully paid the price cannot increase
Room matching Tour Operator will share single passengers
Seat rotation Process of daily rotation of passenger seating
Single supplement Additional amount to be paid for single
accommodation

 Car hire terminology

The following terms are commonly used when dealing with car hire.

Term Definition
Accessories Baby seat, roof rack, snow chains etc
Air con Air conditioning
Additional driver Additional to the main driver
A day’s car hire A 24 hour period
Airport taxes & fees Payable for airport pick-up/drop-off
ALI Additional Liability Insurance
Berth Sleeping accommodation in motor homes
Bond/Deposit Amount held pending return of the vehicle in
the same condition as rented
CDW Collision Damage Waiver insurance
Daily rate Price per day for car hire
Depot Place to pick-up and drop-off
Drop-off City and depot to return car
ER Optional excess reduction charge to waive or
reduce excess
Excess The amount to be paid in the event of an
accident (covers your vehicle and other
vehicle)
Extra’s Not included in rental and pay locally when
vehicle is collected
Floor plan Lay-out of motor home
GPS Global Positing System
Late return charges Payable if vehicle not returned on time
Leasing Long term rental of ‘new’ vehicle

62
 LDW Loss Damage Waiver
Limited mileage Charged for distance travelled
Long term rate Price for rental over a specified period
Manual/Automatic Manual or Automatic transmission
MAX PAX Maximum passengers
Never lost Global Positioning System
One way fee Fee imposed to cover the cost of returning
the vehicle back to the pick-up location
One way rental The pick-up and drop-off cities are different
PAI Personal Accident Insurance
PEC Personal effect cover
Petrol/Diesel Type of fuel
Pick-up City and depot to collect car
Premium location surcharge Applied for selected downtown and railway
locations
Rental period The period from date & time of collection to
date & time of drop-off
Senior driver surcharge Payable by drivers over a specified age
Theft protection Insurance against theft of vehicle or
vandalism
Third party Provides cover against injury of people other
than the
driver of the rented vehicle
Unlimited mileage Not charged for distance travelled
Weekly rate Price per week for car hire

 Rail travel terminology

The following terms are commonly used when dealing with rail travel.

Term Definition
A rail travel day Midnight to midnight
A rail travel month A calendar month
Accessible room Compartment for wheelchair passengers, two
beds, private bathroom including toilet,
shower and basin
Bedroom By day a reclining sofa and arm seat, by
night an upper and lower bed with private
facilities
Child pass (Britrail) Children aged 4-11 years inclusive travel free
when not occupying a seat (if under 4 years
of age)
Child pass (Eurail) Children aged 5-15 years inclusive
Consecutive pass Used over consecutive days

63
 Couchettes (Europe) Open bunks in a compartment, which
accommodate four or six passengers
Duration How many days the pass can be used
Eligibility Who can purchase the product
Family bedroom Compartment for families. Reclining seats
which convert to two upper and two lower
beds. Sleeps two adults and two young
children per compartment
Flexi pass Used on a specified number of days
Hotel trains (Europe) Offer the privacy of hotel style rooms
Party pass Discount available when 3-9 passengers
travel together on all sectors
Point to point tickets Travel along the same route from one point
to another point with stopovers permitted
along that same route
Roomette A comfortable reclining seats which converts
to an upper and lower bed at night
Sleepers Bedroom which accommodate up to four
people
Sleeperette Usually a reclining seat, similar to aircraft
seating
7pm rule Travel after 7pm must enter next day on the
pass
Validity When the pass can be used

 Accommodation terminology

The following terms are commonly used when dealing with accommodation.

Term Definition
Double (DBLB) Two people sharing a room with a
double/queen/king bed provided
MAX PAX Maximum people allowed in the room
Roll away Extra sleeping accommodation which is
rolled away during the day
Run of house (ROH) Passengers will be allocated the most suitable
room type upon check in to the hotel
Sole use One person using the room only
Season The date range applicable to a particular rate
Split season cost This applies when a client’s stay is spread
over different seasons
Twin share (TWN) Two people sharing a room with two single
or double beds provided
B&B Bed and breakfast
64
 BBP Bed and breakfast provisions
BCB Bed and continental breakfast
Check-in time The earliest time the passengers may check-
in to the room
Check-out time The latest time the passenger must check-out
of the room
Late check-out Where the check-out time is extended FOC
or it has been pre-booked and pre-paid
Late arrival Usually an arrival after 1800 hours
Credit card guarantee Credit card number provided to hotel in order
to hold the room
Hotel Club Loyalty program

 Insurance terminology
The following terms are commonly used when dealing with insurance.

Term Definition
Limits Special conditions applying to people of a
certain age
Duty of disclosure Passengers must disclose all relevant details
for the cover to be valid
Eligibility Who is eligible for cover
Emergency assistance contact The contact number to call in the event of an
incident requiring assistance from the
insurance company
Excess The amount to be paid for each claim arising
under the policy
Exclusions What is not covered
PDS Product Disclosure Statement
Premium The amount paid for the policy
Pre-existing medical conditions Medical conditions existing at the time of
policy issue
Specified item Items for which specific cover is required

Interpret travel documentation

Besides having to interpret industry terminology, it is essential that you also understand the
different types of travel documentation that will beused, either by the organization or given
to customers, as part of the travel experience.

65
Travel documentation will be related to:

 Non-air documentation
 Air documentation.
Non-air documentation
Non-air documentation may include:
 Accommodation vouchers
 Bus/coach or other forms of transportation tickets
 Car hire/motor home vouchers
 Cruise vouchers
 Tour vouchers
 Vouchers for attractions/theme park entry
 Vouchers for any tourism product or service
 Meeting or event confirmation letters
 Delegate information packs
 Travel insurance documentation
 Confirmation vouchers
 Visa forms
 Visas
 Passport forms
 Travellers cheque requests
 Passenger itineraries
 Operational itineraries for crews including tourist guides, drivers and tour managers
 Briefing notes for crews
 Passenger lists
 Rooming lists
 Pro-formats
 Sales returns.
Air documentation
Air documentation may include:
 Tickets
 Miscellaneous charge orders
 Credit card charge forms
 Exchange tickets
 Reservation alterations and re-validation stickers
 Pre-paid ticket advices.

4.2 Pass on general information relatingto products and services

Introduction

Once the final quotation has been confirmed, with staff understanding all necessary
terminologyand documentation that makes up the travel quotation of booking, it is now time
to present the information and relevant documentation to the customer.

66
 One of the first steps in this process is to identify the best method in which to get the
informationto the customer. Given that a travel company now can reach customers in all
corners of the globe, through electronic communication and social media, in many cases the
traditional method of face to face meetings may not be possible. Whilst face to face contact is
still the most preferred method, there are many submission methods that can be used to suit
the needs of both the customer and travel agent.

Submission considerations

There are a number of considerations that must be taken into account when selecting the
most appropriate submission method.
Some considerations include:

 Location of the customer –naturally if the customer is not located in your area, the
concept of face to face discussion is not possible
 Number of persons to receive quotation –when preparing informationfor business
purposes or for a number of travellers, the information may need to be sent to many
persons in different locations
 Reliability of submission methods –depending on the region, some submission
methods, such as mail, may be unreliable and quite simply take too long to get to the
customer
 Types of documentation required –if the quotation also contains reference materials
such as brochures from product and service providers, mailing of documents may be
the most preferred method
 Time frames required –in the event of immediate travel, electronic communication
will be the most desirable submission method as it is instantaneous
 Costs –naturally there is great cost associated in mailing proposals on a regular basis.
Depending on the organizational requirements, initial quotations may be sent
electronically, as it is the most cost effective method of submission.

Customer service basics when presenting information

It is a fundamental requirement that staff attempt to create sales out of quotationsand other
related informationas opposed to simply preparing quotations.
When presenting informationcustomer service essentials include the need to:
 Have comprehensive product knowledge
 Remember to consider customer needs, wants and preferences and suggest only those
products and services that meet these identified criteria
 Ask questions –to gatherinformation from the customer to identify if the quotation meets
their needs, wants and preferences and to clarify related issues
 Be proactive –that is, you need to be able to initiate interaction with customers rather than
wait for them to come to you and ask a question or make a purchase
 Provide information, recommendations, advice and suggestions that aligns with identified
customer need

67
 Sell the benefits of products and services –as opposed to simply stating the features of the
products and services
 Overcome objections by customers to making a purchase –by identifying the root cause
for the objection and then applying acceptable problem-solving techniques
 Allow customers time and opportunity to consider their purchase –as opposed to rushing
them, pressuring them or intimidating them into buying
 Make legitimate all add-on/complementary sales –to optimize the value of the sale and
providing what the customer wants without pressuring the customer
 Close the sale –as opposed to allowing the customer to continually ‘think about it’ and
eventually decide not to purchase.
It is important to remind yourself of them as the role of providing quotations in person is just
more than passing over a piece of paper.

Considerations when providing quotation information

When you provide information to customers it is absolutely essential that is it:

 Up-to-date
 Accurate
 Comprehensive –make sure you tell the customer about any ‘less than attractive
elements’ of what you recommend
 Honest
 Straight-forward and easily interpreted and understood
 Concise –you certainly don’t want to give customers the impression you are rushing
them but you also need to be sensitive to:

 Their need to ‘get going’

 Your need to get on with otherwork and serve other customers.

Process of explaining and expanding on the quotation

When communicating product information, itis vital that the audience understands what is
being introduced and explained to them. The process of explaining and expanding on
quotation information has some vital elements that must be covered, including:
These concept aspects can therefore include:

 Details about physicalproducts -where they are made, their characteristics, their price
and availability, how to buy those products
 Information about the services that are available –including who provides the service,
when it is available, how much it costs, what it involves, what it is like and how to
book it
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  Information on prices, Specials, deals and packages –being able to explain how these
benefit the customer, what savings they involve, when they are available, when the
offer finishes, who is eligible for them and how to obtain them
 Providing personal interpretation and explanation of the quotation
 Providing supplementary information as required
 Explaining the reasons for charges and fees included in the quotation
 Assisting the client to understand the reputation and expertise of nominated suppliers,
providers and carriers
 Providing supporting brochures and marketing materials to assist with understanding
of the quotation.

Information submission methods

Information isprovided to customers in one of the following ways:

 Verbal explanation
 Provide hard copy materials
 Provide electronic materials.

Verbal explanation

Whilst you as the travel agent may have spent considerable time researching and developing
a quotation for a customer, it is important to remember that the customer may have only seen
an initial quotation. Also it is important to remember that customers do not have the same
degree and depth of knowledge in the travel industry and the processes involved in making
bookings, and that they will need explanation from yourself to help their understanding.

Benefits of providing a verbal explanation

 Explain in more detail the key pieces of information in them
 Answer any questions customers may have
 Provide suggestions and recommendations
 Outline the processes associated with confirming and organizing travel arrangements
 Guide them through the sales process.

Providing hard copy materials

Another effective method of providing information is through the distribution of hard copy
materials. This method may be used as an individual activity or in conjunction with other
information delivery methods.

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Benefits of providing hard copy materials

There are a number of benefits of distributing hard copy information to potential audiences
including:
 Utilizes an additional learning method -as opposed to listening to a presentation
 Provides comprehensive information
 Provides appealing images
 Provides information in its intended message
 Enables the audience to review information attheir own time and at their own pace
 Enables information to be reviewed on multiple purposes
 Enables the audience to show other people information as well
 Enables audience to become familiar with content before subsequent verbal presentations
and meetings.

Types of hard copy materials

There are endless hard copy materials that can be provided including:
 Reports
 Brochures
 Quotations
 Invitations
 Travel itineraries
 Handouts
 Fact sheets
 Notes
 Photocopies from policy manuals
 Texts
 Media articles
 Photographs
 Posters
 Flyers
 Marketing materials
 Financial statements.

Providing electronic materials

Sending electronic materials is the most common way of sending information to various
stakeholders and customers.

Benefits of distributing electronic materials

There are a number of benefits of distributing electronic information to potential audiences

including:

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 Information can be shared instantaneously
 It guarantees the intended audience receives the information, unlike mail which may go
missing
 It enables the sender to see who has received and read the information
 Information can be sent to numerous people
 Information can be sent securely enabling information to remain confidential
 It can be distributed to people around the world, regardless of location
 It is a cost effective method of distributing information
 It reduces storage space required for hard copy documents
 it can be stored in shared 'cloud' systems for access by many people
 Information stored in electronic systems can be updated easily.

Types of products and services information to communicate

In summary product and services information to explain to customers may include:

 Transportation and transfers
 Accommodation, meals, functions and entertainment
 Tours, cruises and entry to attractions
 Tour guide services and activities
 Special events, including special event consumable items
 Venue and convention facilities, including equipment to support same
 Speaker, audio-visual, catering, health and financial services.

Examples of products and services information to communicate

In Section 1.1 of this manual different pieces of information accessed in relation to different
products and services, provided by different businesses in the travel and tourism industry
have been identified. That said, common information commonly communicated with
customers include, but not limited to:
Flights
 Airline details
 Destinations and routings
 Class of travel
 Departure and return dates –remember to include the year
 Fare validity –for sale and for travel dates
 Air fare per person
 Taxes per person (always state that these are subject to change).
Accommodation
 Name of accommodation and location

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 Room type and bedding configurations
 Check-in and check-out dates
 Total number of nights
 Any extras or inclusions such as meals, transfers etc.
 Cost per person per night and total amount for the stay.
Car hire/Rentals
 Name of company they are using –Avis, Budget, Hertz etc.
 Vehicle group or type –compact, midsize, group C etc.
 Transmission –manual or automatic
 Pick up and drop off dates, times and location
 Rate –if paying direct
 Rental Inclusions –mileage, additional drivers, insurances, taxes
 Any additional local payments for additional services e.g. GPS.

Cruises
 Name of the cruise line or company
 Name of the ship
 Name of cruise, including code
 Number of days or nights
 Departure date, time and location
 Return date, arrival time and location
 Cabin type and deck location.
Tours
 Tour company name
 Tour name, code and duration
 Departure date, time and location/city
 Arrival date, time and location/city
 Rooming details –single, twin, triple
 Inclusions.
Transfers
 Date, time and location of transfers
 Type of transfer –seat in coach, private transfers, limousine etc.
Insurance
 Company used
 Policy type and length of policy
 Type of cover
 Reference to PDS (Product Disclosure Statement).

4.3 Explain specific details about product and services

Introduction

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In the previous section, general information relating to products and services required by
customers has been identified.Whilst the information provided will be related to the type of
travel experience sought by customers, there is other specific information that needs to be
communicated with customers.This additional information will normally relate to the
policies, procedures, termsand conditions associated with booking the products and services
themselves.Given that different suppliers of tourism products and services will have their
own terms and conditions, it is essential that customers are aware of any conditions
orlimitations that may affect their travel experience.

Types of specific details

Regardless of the tourism products and services requested by customers the range of specific
details that must also be explained to the customer include:
 Seasonality
 Availability& Confirmation
 Costing considerations
 Additional travel costs
 Product price increases
 Fluctuations in exchange rates
 Booking conditions
 Terms and conditions
 Scheduling information
 Product codes
 Booking procedures
 Pointsof departure and arrival
 Touring inclusions and exclusions
 Technical specifications for audio-visual and other meetings and events equipment
 Travel insurance
 Limitations
 Safety and risk –adventure products
 Non operation of the product –tour cancellation.

This section will explore some of the specific details that are common to all travel
experiences.

 Seasonality

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Several products and services, in particular airfares and accommodation establishments, may
be subject to price variances based on seasonality.
Simply, this means that the date of the product or service utilization determinesthe price.
Examples are:
 Airfares –the date of departure often dictates the fare to be charged
 Hotels –surcharges may apply for weekends
 School holiday periods –demand is high and therefore higher rates usually apply.
Normally the calendar year is divided into various date ranges and labeled and priced
accordingly. Some examples:
 High season –most expensive
 Should season –in between
 Low season –least expensive.

Seasonality is not limited to these three categories. Accommodation may cross over seasons.
Caution should be exercised when quoting from a brochure based on the check-in date. There
are many instances where the check-in date may be in low season however there are nights
which cross over into either shoulder or high season and where the price for those nights will
be different. It is also good practice to make sure that the brochure prices are still valid. It can
be challenging to work out the cost of a number of nights over two or more seasons. Contact
the supplier for assistance.

 Availability& Confirmation

All quotes should be provided subject to availability. Never assume that a product or service
will be available. Make sure that the customer understands that notification to you that they
wish to accept the quotation andproceed with a booking, does not constitute a confirmed
booking. The booking is only confirmed once you havemade contact with the service
provider and you have received confirmation in writing. Only then are you in aposition to
provide a verbal, or preferably, a written confirmation to your passenger.
The confirmation should, minimally, detail:
 What has been booked and confirmed
 Who it has been booked for (the full name)
 The terms and conditions
 Deposit and payment amounts (dates due)
 Acceptable forms of payment
 Credit card merchant fees.

Costing considerations
There are a number of factors that influence variations in costs of travel products and
services, including:
 Seasonality –high, shoulder, low or peak, off peak or combinations
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 Validity dates –what prices apply to what dates
 Date of booking
 Date of travel
 Surcharges –weekend stays, extra bedding
 Restrictions –age, student, senior, nationality, validity of driver licence
 Standard–Luxury, moderate, standard, basic, budget, backpackers
 Inclusions/exclusions –meals, sightseeing, entrance fees, tour escort
 Bedding –single, twin share, triple, quad, multi, dormitory
 Child and infant costs –when is a child a child and when is an infant an infant
 Currency used and conversion rates
 Payments –early bird payments, instance purchase tickets
 Conditions of sale –book by for travel by
 Packages versus single items sold
 Stay Pay –stay 4 nights and pay for 3 nights
 Last minute deals and spot specials used to fill remaining seats, rooms or cabins.
Additional travel costs

Apart from the detail of the actual products and services and the applicable prices, there are
other costs that must also be explained to customers including:
 Mandatory organization service, transaction or planning fee etc.
 Insurance-see below
 Visa –are they required and how much will they cost?
 Airport taxes
 Merchant fees –most credit cards incur these fees which are between 1-4%
 Any taxes and levies which are payable direct and which are not included in the quotation
 Extra charges such as hire of GPS, baby seat, child booster, snow chains, roof rack,
rollway bed, baby cot charge etc.
 Exchange rate fluctuation –if applicable.

Common ways to publish costing

Tours Per
person twin share
Single supplements usually apply for single
passenger
Accommodation Per person per night twin share
A sole guest will pay twice the twin share
rate i.e.
room rate
Car rentals Per day which is equal to one 24 hour period
Transfers Per person per one way transfer–seat in
coach/ferry/bus
Per car or limousine per one way transfer
Cruises Per person per cabin twin share
Sole use of a cabin will be priced higher than

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 the twin share price
Port charges and taxes
Rail Tickets –per person per one way/return
journey
Passes –per person per pass

Product price increases

Regardless of the price of the product at the time of purchase, there is always a risk that due
to particularcircumstances that the price may increase even after the booking has been
deposited or rarely, after it has beenfully paid. The most common reason for this is the
devaluing of local currencyagainst other foreign currencies. Thebest protection against these
types of increases is to pay in full. Most wholesalers/suppliers will NOT increasethe price of
a particular product if they have received full and final payment for the applicable
arrangements. Often where an increase is about to be applied, passengers who have booked
and paid a deposit, will be given atime limit by which they need to pay in full to avoid the
increase. This however may not always be the case. Increases to airline bookings do not
apply once the air ticket has been issued and provided that once issued, thereare no changes.
However until that time, airline bookings are particularly vulnerable to price increases due to:
 Expiration of the airfare
 Interpretation of airfare rules by the consultant
 Missed ticket deadline
 Change in taxes and levies
 Fuel surcharges.
It is important therefore that passengers are made aware that:
 Taxes and levies can and do vary and are only firm once the ticket is issued
 Until the air ticket is issued, the price may change
 Changes to the bookings may change the price
 Cancellations and amendments, after ticket, issue will incur fees.

Fluctuations in exchange rates

There are some products that, while quoted in local currency or United States Dollars (USD)
to the Travel Agent and subsequently to the customer, are in fact bought and sold in a foreign
currency. This necessitates the conversion of the foreign currency amounts into local
currency. The rate used for the conversion can and does vary as the value of the local
currency will vary against other currencies on a daily basis. Where you have received and are
providing such a quote to customers, it is vital that this is explained in full. Further, notice of
currency variations resulting in a higher or sometimes lower price must be given in writing.
An example of what you may see on a quote from a supplier or operator:
Due to the current economic climate, all prices quoted are subject to currency fluctuations
until paid IN FULL. Prices quoted more than 7 days prior to final payment will be re-
assessed at the rate of exchange on the day of payment. This will mean that an increase or a
reduction in price may occur at the time of final payment. Once final payment is received the
holiday price will no longer be subject to currency fluctuations in either direction. Where the

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potential for price changes exist due to currency fluctuation, many travel organizations will
have standard wording which must be reflected on all company correspondence to customers.

 Booking conditions

Common booking conditions include:

 How to book –who to contact
 Amount of deposit required
 Prices and validity
 Assumption of risk
 Exclusion of liability
 Payment deadline
 Ticketing deadline
 Extension ticketing deadline
 Cancellation by the supplier
 Force Majeure
 Cancellation by the travel agent
 Cancellation charges
 Availability of any type of change to booking
 Availability of changes to class of booking
 Types of booking amendments
 Amendment fees
 Complaints
 Authority of suppliers and tour leaders
 Baggage allowance
 Excess baggage charges
 Health, fitness and age limits
 Publicity
 Privacy
 Governing law.

Deposit, payment and cancellation terms and conditions

In the travel industry, there are always terms and conditions associated with the various
products and services. It is vital that both you and your passengers are aware of the particular
terms and conditions in relation to the various products and services that are being considered
and/or booked. These terms and conditions are usually comprehensive, detailed, cover almost
every eventuality and should be read and understood by all parties. Most terms and
conditions are located:
 In the brochure –back pages
 Online.
If for any reason you cannot locate the terms and conditions, do not assume that they do not
exist. You must contact the supplier and check. All quotations will comewithterms and
conditions that will apply to various aspects of travel arrangements.
Terms and conditions may be provided by:

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 The travel agent themselves
 Suppliers
 The individual product or service provider.
You are strongly advised to refer to these terms and conditions when providing a quotation
for your customer. It is essential that any terms and conditions are clearly identified and that
customers understand them.

 General terms and conditions

Whilst there may be an endless set of terms and conditions that may be established, to suit
the needs of the respective suppliers and providers, taking into account
organizationalrequirements and the nature of their services, there are common terms and
conditions that relate to most travel related quotations.

General terms and conditions include:

 Terms and methods of payment, including dates for payment of deposits and final
payment
 Notifications regarding final confirmation of the booking and, where relevant, numbers
 Cancellations and penalties and charges that apply
 Procedures and charges that apply to name and date changes for the booking
 Guarantees and warranties that apply to the products and services covered by the
quotation
 Age limits
 Health and fitness requirements
 Exclusion and limitation of liability clauses
 Identification of the period for which the quotation is valid
 Whether or not the quotation is subject to change with or without notice
 Reference to associated terms and conditions as imposed by third party providers
 General industry rules, regulations and codes.

 Travel Agent Terms and Conditions

Each product or service included in the quotation will have a set of general conditions which
will be provided to you by the wholesaler or operator that you are utilizing.
They will commonly include terms and conditions relating to:
 Deposit and how to book
 Payment Options
 Amendments
 Final Payment
 Cancellations and refunds.

Following is an example of travel agent terms and conditions

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  Travel agent – terms and conditions

For full terms and conditions relating to our products and services, please refer to the full
terms and conditions as outlined in our brochure and on our website. Deposit and how to
book In order to place a reservation, a non-refundable deposit of $250.00 per person is
required.
Bookings made within 45 days of departure will require full payment at time of placing the
reservation. Receipt of the deposit indicates to our organization that the traveller has agreed
to their confirmed travel arrangements. Deposits paid are non-refundable.
Payment Options
• Cheque
• Smart Money
• Money Direct
• Credit Cards –AMEX VISA MASTERCARD + Merchant Fee
• Direct deposit
Amendments
Should the reservation be altered after the original booking has been confirmed a fee of
$150.00 per amendment will be applied to cover additional administrative and
communication costs. Depending on the nature of the change, seasonal price adjustments,
additional costs orcancellation fees may also be applicable.
Final payment
Full and final payment is required no later than 45 day prior to departure.
If payment is not received by the due date, our organization reserves the right to treat the
booking as cancelled and will apply full cancellation charges as specified
Cancellation and refunds
Cancellation fees for some programmes may vary from those stated below. Please check at
the time of booking. If the reservation is cancelled the following per person fee will apply:
• Upto 45 before departure loss of deposit
• Between 45-30 days up to 50% of total cost
• Within 30 days of departure up to 100% of total cost
• After departure no refund for any unused service
All costs are subject to alteration and currency fluctuation without notice, up to and until full
and final payment is received.

 Supplier terms and conditions

It is important that all supplier, wholesaler, operator conditions are highlighted to the
customer together with your own travel agent terms and conditions.
Here is an example of a standard travel agent attachment. These, or a similar document are
routinely used as an appendix to written or email quotations or as a hand out for customers

Supplier –terms and conditions

Validity

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All quotes provided are valid for 7 days from date of issue and are subject to availability and
change.
Car Hire
Car hire companies will require a credit card deposit and/or guarantee upon pickup of
vehicle.
Hotel Check In/Out
Most hotels have a check in time of 2pm and check out time of 10am. Should you wish to
arrive or depart outside of these times, a room may only be allocated to you subject to
availability.
Flight Schedules
Flight schedules are subject to change. We will endeavor to notify you as soon as possible if
your itinerary is affected, but please be aware that changes are out of our control.

Amendment and Cancellation Fees

Cancellation charges can be up to 100% depending on the reason for and time of
cancellation. Please refer to the terms and conditions in the brochures provided.
The operator will impose cancellation and amendment fees and we strongly suggest you
peruse these conditions carefully. In addition, depending on the rules and conditions of the
airfare purchased, the airline will charge cancellation and amendment fees.
Insurance
Travel insurance is strongly recommended for medical, cancellation and unforeseen
circumstances. Please carefully read the conditions and inclusions of your selected policy, so
you know you have adequate cover.
Taxes
Most countries now require taxes to be paid in advance. Any taxes already paid are detailed
in your above costing. They are however subject to change at any time prior to the air ticket
being issued.

 Product or service provider terms and conditions

Individual product or service providers will often have a set of terms and conditions relating
to their particular product or service.
These will cover, among other items:
 Pricing policy
 Payment conditions
 Inclusions
 Exclusions
 Any restrictions or limitations.
As can be seen in this section there are many terms and conditions provided by various
organizations involved in the travel booking process.Naturally the extent and finer details or
terms and conditions may seem overwhelming or not anticipated by the end user. Therefore
the role of travel agents in ensuring customers understand them is a vital aspect of providing
quotations.

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  Travel insurance

Travel insurance should always be recommended to passengers to protect against a range of

situations, mostcommonly:
 Cancellation fees
 Medical and/or dental expenses
 Personal liability
 Accidental death, disability or loss of income
 Emergency travel arrangements e.g. repartition
 Loss or damage to personal items –luggage, camera, travel documents.
The premium charged will depend on the type of policy required and this depends on many
factors, some ofwhich follow:
 Destination and duration
 Purpose of the trip
 Level of cover required
 Age of the passenger
 Excess selected
 Existing medical conditions.
Travel to some countries e.g. United States of America will attract higher premiums due to
the high level of cover required for medical expenses. Similarly, passengers over a certain
age or who require cover for existing medical conditions will be subject to a surcharge.
Application for this type of cover requires the completion and submission of forms to the
insurance company for evaluation. Every insurance company will have their own particular
processes in relation to approval for cover for agedpassengers or pre-existing medical
conditions. In general however the policy cannot be issued without formal written approval
from the insurance company and an approval code which must appear on the policy.
Some insurance policies will exclude claims based on situations such as terrorism and act of
God etc. It isimportant that your client is provided with a brochure which contains all the
information in relation to the policythat they are considering purchasing called a Product
Disclosure Statement (PDS).Travel Agents must be in receipt of a completed and signed
application form before they can proceed to issuean insurance policy. In completing and
signing the form, passengers agree that they have read, understood andagree to the conditions
of the policy and that they have fully disclosed all relevant information inrelation to the
issuance of the policy.If insurance is offered and then declined by the passenger; it is always
a good idea to get this in writing. This is standard procedure in some organizations.There are
a range of companies who offer travel insurance and some of the ones most often used in the
travel industry, appear at the back of this book. Travel Agents act only as an agent for the
insurance company and they are not insurance agents. That said, in order to sell travel
insurance, travel consultants are required to complete company specific training which in
most instances is made available on-line via the various companies. Usually, the sales
representative for the insurance company will also provide in-house training for consultants.
Each company will have a specific process that passengers are required to follow in the event
of a claim, detailed in the PDS, howeverin general passenger should:
 Report the incident to the appropriate authority in the country of occurrence
 Retain all paperwork e.g. reports and receipts

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  Advise the insurance company in writing ASAP after the event.
While Travel Agents may provide the passengers with the applicable claim form and
supporting documentation e.g. invoice for cancellation fees, it is the passenger who
completes and submits the paperwork directly to the claims area of the insurance company.
The Travel Agent should not make judgments in relation to the validity of a claim. These
matters are entirely between the passenger and the applicable travel insurance company and
their claims area.

 Limitations

Particular products may have stated or self-evident limitations. Awareness in relation to these
particular products, your clients ‘needs and potential limitations is always a consideration
when making recommends.
Typically these relate to age, fitness or disability. Some examples:
 Contiki Tours -only passengers aged 18-35 years old
 Evergreen Tours -primarily mature aged and seniors
 Peregrine’s trekking in the Himalayas -stated fitness levels
 Car hire -age and license requirements
 Flights -mobility/companion requirements
 Unaccompanied minors -children travelling alone
 Accommodation -age of children permitted in room without an adult
 Scuba diving -certification requirements.

 Safety and risk –adventure products

A number of products and services in the market place have some kind of inherent risk. The
most common of these are adventure and soft adventure tours and/or tours to remote
destinations. Most of these Tour Operators will cover this issue in their booking conditions
under an ‘assumption of risk’ type clause. It is important therefore that you routinely provide
all passengers with a copy of the terms and conditions andthose they confirm that they have
read and understood them. In someinstances, operators will require the passengers to
complete and submit a signed copy of a bookingform or have their doctor complete
paperwork in relation to their fitness and suitability to undertake aparticular activity e.g.
trekking in Nepal.

 Non operation of the product –tour cancellation

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Whenever you book a scheduled departure of a tour there is always the risk that if the
minimum numbers for that particular tour departure is not achieved, that the tour operator
may elect to cancel the tour. Usually, the operator will give sufficient notice of the
cancellation and offer alternatives. Never the less, this can cause significant inconvenience,
some stress and extra work for the travel consultant if the itinerary has to be reworked.
In addition, cancellation or amendment fees may be incurred for other products and services
which as a consequence need to be changed, amended or even cancelled. For this reason it is
advisable, where possible, to select an operator who offers guaranteed departures. Where this
is not possible, at the time of booking, try to find out how many passengers are booked and if
the minimum numbers have been reached. Many tour operators offer guaranteed departures
and these are usually clearly reflected in the applicable brochure.
While cancellation of tours is the most common, on occasions other products and services
may also be cancelled. For example, a cruise is cancelled due to an influenza outbreak.

Summary
Provide product information
Interpret industry terminology and Methods to interpret product information
 Interpreting codes, abbreviations and terminology
 Phonetic alphabet
 The 24-hour clock
 Airport city codes
 Airline codes
 Cruise ship terminology
 Tours terminology
 Car hire terminology
 Rail travel terminology
 Accommodation terminology
 Insurance terminology
 Interpret travel documentation
Pass on general information relating to products and services
 Submission considerations
 Customer service basics when presenting information
 Considerations when providing quotation information
 Process of explaining and expanding on the quotation
 Information submission methods
Verbal explanation
 Providing hard copy materials
 Providing electronic materials
 Types of products and services information to communicate
 Examples of products and services information to communicate

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 Explain specific details about product and services
 Types of specific details
 Seasonality
 Availability
 Costing considerations
 Additional travel costs
 Product price increases
 Fluctuations in exchange rates
 Deposit, payment and cancellation terms and conditions
 Travel insurance
 Limitations
 Safety and risk –adventure products
 Non operation of the product –tourcancellation

Access and Interpret Product Information

Unit

self-check#4 Module Accessing and Interpret Product Information

LO4 Provide product information

Short answer
1. What isNon-air documentation included?
2. What is Air documentation included?
3. What are the benefits of distributing electronic information to customers?

Answer for Self-check #4

1.
 Accommodation vouchers
 Bus/coach or other forms of transportation tickets
 Car hire/motor home vouchers and others
2.

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  Tickets
 Miscellaneous charge orders
 Credit card charge forms and others
3.
 Information can be shared instantaneously
 It guarantees the intended audience receives the information, unlike mail which may
go missing
 It enables the sender to see who has received and read the information and others

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