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Use social media to communicate with customers in travel and tourism

URN: PPLTT61
Business Sectors (Suites): Travel and Tourism
Developed by: People 1st
Approved on: 30 Jun 2021

Overview

This standard is about being prepared to use social media to communicate with customers in travel and tourism through social media platforms and by using social media to satisfy customers by meeting their expectations.

The reputation of your brand or organisation can be directly affected by social media interactions and in particular the way you deal with negative reactions and issues which find their way into a public arena.

This standard is for staff who use social media platforms to communicate with customers in travel and tourism.

When you have completed this standard you will have demonstrated your understanding of and your ability to:
• Use social media to communicate with customers in travel and tourism

Performance criteria

You must be able to:

1. Scan social media exchanges to identify the relevant customers’ interests and gauge public opinion on the travel and tourism products, services and destinations offered by your organisation 2. Respond to direct queries or requests for travel and tourism related information through social media communications following organisational procedures and response times 3. Explain the services or products offered by your organisation to customers via social media platforms 4. Present a professional image in line with the brand and your organisation’s procedures when using social media to communicate with customers 5. Interpret customer’s needs from the tone and approach of their postings on social media platforms 6. Respond to customer’s communication on social media platforms in a way that shows you understand their needs 7. Follow the conventions of your organisation and the chosen social media platform when communicating with customers

Knowledge and Understanding

You need to know and understand:

1. Your organisation’s procedures for communicating with customers in travel and tourism through social media platforms 2. The different types of social media platforms used by your organisation and customers 3. The different ways to communicate travel and tourism customer service information through social media platforms 4. How to search social media sources for postings by travel and tourism customers 5. How comments on social media platforms and on-line ratings can impact the brand and your organisation’s reputation 6. How to identify customer’s travel and tourism interests, requests and needs from their postings on social media platforms 7. The importance of interpreting customer’s travel and tourism needs from the tone and approach of their postings on social media platforms 8. How to respond to positive, neutral and negative travel and tourism related comments from customers on social media platforms 9. The conventions of your organisation and the social media platforms your customers choose to use 10. How to use social media security settings to control access to exchanges with customers in travel and tourism 11. How to use social media responsibly in travel and tourism, maintaining the reputation of the brand and your organisation at all times

Scope/range

The **brand** may relate to:

a) Your organisation
b) Your organisation’s products and services
c) Your suppliers’ products and services

Scope Performance

Scope Knowledge

Values

Behaviours

Skills

Glossary

Links To Other NOS

External Links

Version Number

2

Indicative Review Date

30 Jun 2026

Validity

Current

Status

Original

Originating Organisation

People 1st

Original URN

PPLTT61

Relevant Occupations

Bookings or Reservations Administrator, Customer Service Occupations, Leisure and Travel Service Occupations, Leisure, Travel and Tourism, Personal Service Occupations, Tourism Assistant, Tourism Information Officer, Travel Adviser

SOC Code

6212

Keywords

collect, maintain, tourism, information, data