Guide/courier services
Unfortunately, there is as yet on term which will conveniently embrace all the mediators whose function it is to shepherd, guide, inform and interpret for groups of tourist. Nor can one conveniently link their function to one particular sector of the industry. Some are employed by carriers and tour operators; other work independently, or provide their services freelance to companies in the industry.
In an industry which is becoming increasingly impersonal, as companies grow in size, and tourism products themselves become more homogeneous, the role of those who interface with the tourist become more and more important. Indeed, it may be the only feature of the package which distinguishes one product from another, yes curiously, it is a role which is becoming progressively downgraded by the larger companies, often as a means of cutting costs. The role of the resort representative has already been discussed in this context. Here we will examine two similar roles, those of the courier and the guide.
Couriers are employed by coach companies or tour operators to supervise and shepherd groups of tourists participating in tours ( either on extended tours or day excursions).as well as couriers, they may be known as tour escorts, tour leaders, tour managers or tour directors ( the latter terms imply greater levels of responsibility and status).one of their functions will be to offer a sightseeing commentary on the country or region through which they are travelling, and to act a source of information.
Some companies dispense with the separate services of a courier in favour of both driving the coach and looking after the passengers. These, however, may be inhibited in their information –giving roles by less general knowledge and training and by their need to focus simultaneously on driving the coach. There is also a safety issue here, and some countries frown on coach drivers who give commentaries while their coach is in motion, or forbid the practice.
Courier work offers little opportunity for careers, tending by its nature to be seasonal, and consequently it depends upon recruiting high number of temporary workers, although many of these do choose to return to the job year after year. In some cases, such as in major cities where jobs are less seasonal, all-year-round work can be found, or couriers will be able to find alternative work during the off-season in winter sun or winter sport resorts.
Couriers are still employed largely on the strength of their experience. Qualifications applying to this sector of the industry are being introduced, although they are not widely accepted in the UK yet. The role is attractive to graduates with relevant qualifications such as languages, but companies tend to recruit couriers largely on the strength of their personality, their ability to handle clients with sensitivity and tact, and their stamina, both physical and mental. Increasingly, employers are emphasizing sales ability, as couriers and resort representative both play an important role in selling supplementary service such as optional excursions. Arguably, this is changing the nature of the role, as commercial acumen replaces sociability. The largest of these is the London based Guides of Guides Lecturers, which draws on a national membership. This body’s efforts to establish agreed professional fees for member however, ran counter to rulings by the office of fair trading on price fixing in the industry, although the guild continues to encourage the travel industry to employ professional guides with well –established training qualification. These qualification are achieved through formal courses of varying length, validated by the regional tourist boards for guiding within the region.in other European countries, such a qualification is often seen as if a guide is to be given a license to operate; in France, for example, local guide must be employed to guide in Paris , having demonstrated local knowledge in formally approved qualifications ( although such qualification can also be obtained by other EU member countries’ guides, of course1).
Obtaining registered guide status does not, of course, guarantee job security, and many coach operators continue to employ non-registered guides who will accept lower fees for their services. The added value of a qualified guide is still seen by many employers as a luxury they cannot afford in a climate where cutting cost to achieve sales is imperative.