The Big Picture

The Visitor Experience:
The Next Competitive Battle Ground

"Customer Service is the Next Competitive Battleground"
Jeff Gregoile, (former) CFO
Dell Computers


In this increasingly competitive environment, everyone is chasing the tourism dollar.  Our companies are working hard to stay viable - our workers are concerned about keeping their jobs - our destinations are competing with one another (and other countries) for a share of the convention and tourism market.

Millions of dollars are spent marketing destinations - and even more if you combine the overall marketing spend of a destination's venues and attractions.  But, in reality, very little time or money is spent to focus on THE EXPERIENCE our visitors will have once they get here.

That's why, it's more important than ever before to concentrate on the experience given to the visitor (e.g. business traveler, convention attendee, leisure traveler).  The frontline is the face of that experience - they are what the visitors will remember - they are the emotional connection that can make (or break) the visit.


Program Objective

"To increase regional tourism by inspiring front-line hospitality employees and volunteers to turn every visitor encounter into a positive experience."


The Need for the Certified Tourism Ambassador™

Tourism is big business. Visitors spend money attending to business, touring attractions, or learning about the history of the area. This infusion of "new money" into the local economy often holds local tax increases at bay and gives the city extra money to enhance its infrastructure-making the destination more appealing over time.  As a result, destinations spend lots of money courting convention and leisure travelers.

But in reality, no amount of money will make up for the visitor having a bad experience, which negatively impacts the destination's brand and overall image.


Until the inception of this certification program, there was no consistent way to ensure that
 frontline employees and volunteers understood their role in increasing tourism
 by Enhancing the Visitor ExperienceTM.

   

Benefits of the Ambassadors Program

The beauty of the CTA designation is that it provides frontline employees and volunteers critical training that helps improve their attitudes and their performance.  It gives them a chance to meet one another, learn from each others' experiences, and celebrate together.  All of this strengthens the program over time as the program matures.

The benefits are numerous and build on each other, which creates a Benefits Cycle, as follows:

Ambassadors Program Benefits Cycle™

Benefits Cycle

This exciting, ground-breaking program has many features that translate into a wide variety of benefits that permeate, and elevate, the entire hospitality and business community.

Certification, unlike training, is ongoing and provides lasting value to the industry and the visitors and tourists it serves.


About the CTA Program

The Certified Tourism AmbassadorTM Program...

  • A ground-breaking nationwide certification program for your frontline workers and volunteers.  Accredited and licensed through the Tourism Ambassador InstituteTM, the Certified Tourism AmbassadorTM (CTA) Program is a certification program that goes well beyond basic customer service training.  It is designed as a lasting program that mobilizes a destination's frontline to turn every visitor encounter into a positive experience.
  • To date, over 7,000 frontline workers and volunteers have earned the designation, Certified Tourism AmbassadorTM (e.g. John Smith, CTA), with anticipated growth across the nation to over 15,000 CTAs by 2011!
  • Current Cities that have made the commitment to their frontline and their stakeholders.

Anaheim/Orange County                                                      
Baltimore                                 
 
Dallas/Fort Worth Area                       
               
Door County, WI                                                                     
Fayetteville, NC                                                                      
Journey Through Hallowed Ground
(Regional--Gettysburg to Monticello)
Kansas City Metro Region
Lexington, KY
Milwaukee
Greater Phoenix
(Valley)
Spokane
Tucson

  • The Program is Highly Customized for each Destination through a proven, six-month build-out process:

     Phase One - Research & Planning (Focus Groups and Surveys of Management and Frontline)

     Phase Two - Defining the Body of Knowledge & Customized Program Development (History,                              Culture, Attractions, Resource Guide/Index, and   more)

     Phase Three - Field Testing

     Phase Four - Train the Trainer (Facilitator Guide, Facilitator Training)

     Phase Five - Program Launch

     Phase Six - Ongoing Program Management (Database software and web site -- CTANetwork.com)

The process of working through these phases involves key stakeholders in the development of the program's Body of Knowledge, thus, engendering critical buy-in to the program's success.

  • CTANetwork.com - The CTA Online Community:  Each Accredited Provider is provided with specially-designed database software and a special CTANetwork.com micro-site, to facilitate program administration and information-sharing with the frontline.  The online community becomes a motivated and connected frontline that is continually up-to-date!
  • The Tourism Ambassador InstituteTM (TAI) is the oversight body that ensures a high level of program quality over time.  The CTA designation is conferred by the TAI in cooperation with a Destination Marketing Organization (DMO), which can be a DMO, CVB, Chamber of Commerce, or other entity.  These organizations agree to uphold certain standards of practice as a licensed TAI Accredited Provider in order to ensure the quality and integrity of the program and the CTA designation.                                                            
  • The program's certification component, with the requirement for annual renewal, strengthens the program in the eyes of the frontline workers and their employers and, as such, has lasting value over time to a city, region, and the nation as the program grows from destination to destination.

WHAT DESTINATIONS ARE SAYING

Greater Phoenix CVB
The Greater Phoenix CVB is proud to be working with our industry partners on the Valley Tourism Ambassadors Program. As attractive as our destination is, so often it's the people visitors encounter at our hotels and attractions who have the power to make the most lasting impression. This certification process shows we are committed to helping our front-line tourism representatives deliver a level of hospitality, knowledge and passion that is as memorable as our sunny weather and scenic beauty.

Steve Moore, President & CEO
Greater Phoenix Convention & Visitors Bureau


CTA IN THE NEWS

Gettysburg 'ambassadors' train for 150th
Posted 01/15/2010
The Journey Through Hallowed Ground is training workers on the front lines...
» Read Original Article
Celebrating the Success of the NTTAP
Posted 01/07/2010
The Dallas/Fort Worth Area Tourism Council (DFWATC) and Foundation are pleased...
» Read Original Article
Harpers Ferry Workers Become 'Tourism Ambassadors'
Posted 01/02/2010
As the anniversary of the Civil War approaches...
» Read Original Article
Ready, Set, Spokane!
Posted 12/29/2009
When expecting guests from out of town most folks give their home an extra-thorough cleaning.
» Read Original Article
McKinney CVB staff receives hospitality certification via national program
Posted 11/19/2009
The McKinney CVB staff recently completed...
» Read Original Article
Lexington Cops Certified In Bluegrass Tourism
Posted 08/14/2009
Many CVBs have made considerable efforts ...
» Read Original Article
Cities Turn Workers into Tourism Ambassadors
Posted 07/10/2009
The Certified Tourism Ambassador program ...
» Read Original Article
Frisco leaders converge on Collin College for ambassador program
Posted 06/15/2009
A mayor, chamber of commerce president...
» Read Original Article
If a tourist walked into your business and asked about local history, would you know the answers?
Posted 01/28/2009
It’s a daunting question that hotel clerks...
» Read Original Article
Anaheim signs up Disney District workers for tourism etiquette classes
Posted 08/03/2008
If Disneyland is the Happiest Place on Earth...
» Read Original Article