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Building Loyalty: The Key Role of Dedicated Employees in Tourism

How Employee Commitment Shapes Lasting Customer Bonds

Employee and costumer friendship. Midjourney image.

The employee who maintains a personal relationship with a customer becomes the turning point in how the customer experiences the service, becoming the cornerstone. Front-line employees determine the structure of our organization and are the beginning of a trusting relationship with our customers.

Under the framework of a well-interpreted loyalty, understood as an emotional and non-transactional bond centered on meaning and values, employee commitment and dedication are the foundation on which we build our customers’ loyalty. With their unwavering loyalty, they forge deep bonds with our customers, leaving a lasting impression on their memories and emotions, becoming the driving force behind their satisfaction and loyalty to our brand.

In the landscape of the growing tourism industry, which includes car rentals, restaurants, adventure tourism, events, hotels, between other, one crucial element binds these diverse activities together and sets them apart from many other services: the direct interaction between tourists and our employees. And we think that there is the clue to get that market opportunities.

During the first quarter of 2023, Florida’s tourism witnessed a remarkable growth rate of approximately 6.7% compared to the previous year, reaching a record-breaking number of 37.9 million travelers.

Within the tourism industry, something truly exceptional occurs as clients forge profound bonds with our employees, who play a pivotal role in influencing the overall experience and leaving indelible impressions of our services. This vital connection serves as the cornerstone of our approach, prompting us to place utmost significance on delivering personalized attention to our customers, ensuring a hight level of service. As the receptionist that remember the guest name or the tourism agent that stay in touch during the trip to make sure everything is going as planned.

Our employees become the foundation of our value proposition to customers, embodying the core values of our organization and acting as its prominent ambassadors, they act as the initial hook and creators of loyalty for our customers -B2C relation-. This principle perfectly aligns with the core philosophy of loyalty programs: establishing employee loyalty first will naturally lead to customer loyalty.

Through the dedication and loyalty of our employees, we ensure a strong alignment with the company’s objectives, a consistent delivery of excellent results, and the customer satisfaction. Consequently, our customers are inspired to return, further reinforcing this virtuous cycle of loyalty and trust. An employee loyalty program -B2E relation- aligns the organization’s objectives with the most fundamental aspect of tourism: the customer’s experience. The strength of these programs lies in their ability to measure and focus the organization’s efforts to achieve its goals. For example, a points-based campaign can motivate employees to foster better customer relationships, rewarding them with points that can be exchanged for products or days off.

Zoon Loyalty Platform — Administrator View

Additionally, such programs help counter significant challenges in the industry, such as staff turnover and training. Utilizing a self administrate software (SAS) platform, we can coordinate job satisfaction surveys, incentives campaigns and rewards to keep our employees motivated, happy, and engaged in ongoing self-improvement. It is well-known that a critical factor determining an organization’s success is attracting and retaining top talent. Ultimately, the most valuable asset of any organization is its people.

This is especially true in the hotel industry, where since many years managers acknowledge that retaining key employees is one of the most challenging tasks (Litheko, 2008), presenting an obstacle to the business achieving its full potential. Moreover, as studies have indicated, the hotel industry faces a significant staff turnover rate of between 50% to 250%, while the availability of qualified employees is diminishing. Consequently, employee retention and loyalty are critical issues that hotel companies must confront (Chauhan and Mahajan, 2013).

In the tourism industry — and personal encounters-, building customer loyalty starts with our employees, who act as the cornerstone of our approach by forging personal and emotional connections with tourists. Their commitment and dedication lay the foundation for lasting customer impressions, driving satisfaction and brand loyalty. By investing in employee loyalty programs, we can address industry challenges, motivate our workforce, and enhance the overall customer experience. Ultimately, our employees are the heart and soul of our company, playing a crucial role in fostering enduring relationships with our valued customers in the competitive hospitality sector. By investing in employee loyalty and fostering an environment of commitment and growth, we can address these challenges and elevate our organization’s performance in the hospitality industry and many others.


Chauhan, V., & Mahajan, S. (2013). Employer Branding and Employee Loyalty in Hotel Industry. International Journal of Hospitality & Tourism Systems, 6(2), December 2013. ISSN: 0947–6250 Print.

Litheko, E. (2008). Training Them Young Is the Way to Up the Skills Base. Sunday/Business Times, 26.

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