Start & Run a Tour Guiding Business. Barbara Braidwood, Susan Boyce & Richard Cropp
International Airlines Travel Agent Network (IATAN) and the Airlines Reporting Corporation (ARC). In Canada and the rest of the world, the International Air Transport Association (IATA) and the Bank Settlement Plan (BSP) are the major players in accreditation. None of these are government agencies.
In Canada, an IATA appointment automatically means you are accepted by BSP. In the United States, an accreditation by IATAN does not mean acceptance by ARC. A separate application must be made to ARC, which has its own stringent requirements.
Although you do not need to be accredited by IATA/BSP or IATAN/ARC to be a tour operator, an appointment means your company may issue tickets for many of the association’s member airlines and participate in the money settlement plans ARC and BSP provide. Companies appointed by IATA, ARC, and IATAN must meet minimum financial, security, and experience criteria.
As the names imply, IATA, ARC, and IATAN are concerned only with air transport. They have no bearing on cruises, hotels, or car rentals. (IATA, BSP, IATAN, and ARC are discussed at more length in chapters 11 and 15.)
5
What Does It Take To Become The Perfect Tour Director?
What does it take to become the perfect tour director? The long version (Warning! Inhale deeply before attempting to say this): The ability to ensure the smooth running of all transportation, luggage handling, sightseeing, activities, accommodations, group meals, customs clearances; to negotiate the best rates for all of the preceding; to promote communication and camaraderie between fellow travelers from the minute the tour begins till the moment the last person heads home.
If you can say it all in one breath, you have probably already passed the lung capacity test to be a tour guide.
The short version (for those in a hurry to read on or who skipped operatic voice training): Everything!
Well-run tours don’t just happen. They are the result of superb organization by the tour operator and precision choreography by the tour guides and directors. It is the tour professional’s enthusiasm and attitude that set the tone for any tour, and he or she is solely responsible for making everyone feel comfortable and well cared for. The director or guide is the person tour members interact with, and he or she must be prepared to be ambassador, diplomat, entertainer, historian, psychologist, translator, mind reader, and miracle worker.
The next seven chapters will give you an overview of the duties and responsibilities you can expect when you embark on a career in tour guiding and tour directing. Some of what you read here will be a surprise, while other information may seem self-evident or will not apply to everyone (for example, a step-on guide may wish to skip the sections about cruising). But remember, it is usually the self-evident things that get overlooked in any project, things that are so “obvious” people forget about them. And it is usually those obvious but forgotten considerations that cause the biggest problems.
1. General Duties
1.1 Present a professional image at all times
Whether your route takes you around your hometown or around the globe, you are on display every minute when conducting a tour. People may not consciously notice if you are well groomed and courteous, but they certainly will notice if you are not. Your outward appearance and manners must be immaculate at all times.
(a) Learn everyone’s name
It is human nature. People love to hear the sound of their own name, so learn all your clients’ names, preferably within the first day or two. Use names frequently — when you greet people, thank them, or acknowledge a question. No one will complain that you have overused their name, but they might comment if they think you did not bother to find out what it was.
(b) Encourage everyone to feel they belong
If you learn something special or unusual about one of your clients, try to find some way of acknowledging it. It does not have to be as lavish as buying roses for a couple celebrating their 50th anniversary (although this could certainly be appropriate under some conditions). It could be no more than asking a gardening enthusiast if he or she had a chance to enjoy the chrysanthemums in the hotel garden, but it will show you are a caring professional and will help you develop rapport with the group.
When people tend to hang back, make a special attempt to draw them into the group, but never force the issue. On one wilderness tour, the director noticed a woman lagging behind the main group. Concerned their arduous hiking pace was overtaxing her, he made sure he was always close by whenever she fell back. It took a day and a half before she politely informed him, “I’m really tired of seeing you. I just want to take some photos in peace.”
(c) Mind your p’s and q’s
Use the words “Please” and “Thank You” frequently. They can never be said too often.
(d) Avoid comparisons with other companies
Even if you are dissatisfied with some aspect of the company you are working for, keep it to yourself. Griping or comparing your company to another one never wins friends. It simply shows you in an unprofessional light and will likely lose you your contract.
(e) Don’t show favoritism
When one of your clients is interested in a subject you feel passionate about, it is easy to spend more time talking with that person than with someone who does not share your interest. This can leave some members feeling left out or ignored. Everyone has paid the same price and is entitled to the same service, so you cannot let one or two people monopolize your time and affect the quality you present to all the others. Most tour directors make a point of sitting with hotel staff, the bus driver, or other guides once they have greeted their group for meals and found everyone a place to sit. This not only avoids even the most unintentional hint of favoritism but also gives the tour director some well-deserved and much-appreciated time away from the demands of the job.
If an unexpected opportunity comes up or you feel like doing something that is not on the itinerary, either do it alone on your free time or extend an open invitation to everyone in the group. It could be nothing more extravagant than a sunrise walk along the beach, but if you want to invite one person from the tour, you must invite everyone. You may end up with three or four people, most of the group, or just one companion, but you will not be accused of favoritism if everyone was given the chance to go.
(f) Do not take sides
Even if you are the debating champ of your Toastmasters club, as a tour guide or director you must not give in to the urge to get involved in a verbal contest. You must remain neutral on controversial subjects and must never make jokes which could be taken offensively. Politics, race, gender, and religion are obvious subjects to avoid.
(g) Always be immaculately groomed
Clothes should be clean, pressed, and conservative — no flashy jewelry, excessive make-up, or overpowering perfume or after-shave. Keep skin, hair, and teeth clean, and remind yourself constantly that good posture is healthy and looks far more pleasing to the eye than a slouch. If you must chew gum or smoke, do so in private on your own time. Both habits can be extremely offensive, and a growing number of people are more than willing to speak out loudly against them.
While it makes sense to protect your eyes with high-quality sunglasses, especially in tropical or snowbound areas, those “cool” mirrored sunglasses will rapidly annoy most people. The same holds true for haircuts hiding your eyes. No matter what the current trend in eyewear or hairstyles, your face and eyes should always be clearly visible.
1.2 Encourage