Department of Tourism and Culture

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Building Your Business: Meeting Standards and Expectations

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Experience is what motivates individuals to travel.  Whether that experience is related to leisure, adventure, work, or family and friends, travellers are seeking a connection with their host destination.  Building your tourism business in response to this demand, maximizes your ability to sell your product while also creating the opportunity to learn, grow and share with people from around the world.

Due to the powerful marketing techniques of competing travel destinations, coupled with an increasing reliance on technology, travellers expect a certain standard of professionalism in all their business communications and transactions.  In order for Yukon to continue to be perceived as an exciting and alluring travel destination, it is paramount that you deliver a level of customer service that our visitors want and deserve. 

The Industry Services unit will help get you started by focusing on the four key elements to developing and marketing your products. 

1)   Manage Visitor Expectations

2)   Develop Fair Policies

3)   Promote with Quality

4)   Communication is Key 


Manage Visitor Expectations

The way you manage consumers’ expectations can “make-or-break” your tourism business. When individuals purchase a product or service from you, they not only expect to receive value for their money, but also trust your expertise and knowledge.  This means that you must:

  • Learn as much as you can about the traveller (age, purpose of travel, country of origin, what they like to do and what not,  etc…) in order to anticipate their unique needs
  • Offer the products and services that you have advertised and sold.  It is important that you do not over exaggerate what you can provide and that your consumers are getting what they paid for.  Don’t oversell and under deliver!
  • Go the extra Yukon-mile! Be welcoming, enthusiastic, knowledgeable and responsive. Consistent and superior service will keep consumers happy, and happy consumers mean return visits, on-line endorsements and word-of-mouth approvals. 

Develop Fair Policies

A booking and cancellation policy is a means in which a business shows how it operates when accepting payment for confirmed services. It provides the consumer with the information they need to determine if they should make a reservation; now, later, or at all. Having a clear, transparent and appropriate policy that customers agree to at the time of booking also makes it considerably easier for you to make a claim for losses from cancelled bookings should they occur. 

Here are a few important tips you should consider when developing your policies:

  • Clarity - Make sure dates for full refunds, partial refunds, and changes are clearly stated. This will give you something to refer to if an issue arises.
  • Tone – providing a simple yet professional explanation of the criteria will make it easier for your clients to understand and adhere to your policies.
  • Flexibility -   regardless of who your business transaction is with (a client, sales agent, wholesaler, or the travel trade) it is important to remember that life is full of unforeseen circumstances.  If you are fair, reasonable and willing to negotiate, the consumer will remain happy and your professional relationships will thrive.

For more information about how you can develop booking, cancellation and change policies, please inquire with the Industry Services Product Development Officer at 867-667-8723. 

Promote with Quality

Effective imagery is perhaps the most significant aspect of tourism promotion.  Although imagery alone may not lead to securing a sale, it can play an important part in developing a brand, reaching a target market and creating a reputation.  Whether you plan to utilize the images for e-marketing or print materials, it is vital that your photographs and/or video footage are high resolution

You also want your imagery to tell a story and make a connection.  If that story is about a specific activity or event, we recommend that you take close-up shots so the consumer can visually “feel” the experience.  If you are selling a destination, it is best to use broad, epic shots to show off Yukon’s exquisite scenic beauty.  And, photographs or videos that contain people enjoying the product or destination you are selling are ultimately the most successful at generating connections and stimulating interest and inquiry.             

For more information visit our Tourism e-Library and refer to Tourism Yukon’s Marketing Toolkit.   

Communication is Key

Communicating efficiently can be the key to securing a sale and/or outshining your competition.  During your operating season, it is vital that you maintain a 24-48 hour response time( or less) inquiries.  Also, you should be prepared to accept reservations by telephone, fax, and/or email and provide same-day booking confirmation.  If you close seasonally, you should provide an automated voicemail and email response that indicates your business is closed, how you are accepting bookings ( if applicable) and when it will reopen.    

Most importantly, be attentive and respectful.  Being a part of the tourism industry means you will encounter a diverse array of visitors from all over the world.  Be conscious of international customs, practice tolerance and patience, and express optimism and trust; because every relationship you build successfully can mean repeat business and/or future recommendations. 

Do you think you’re market-ready?  Take the “Am I Prepared?: Level III” quiz to assess your ability to market and sell your products.