1. 4. TYPES OF CUSTOMERS
The leisure and tourism industry has a number of different types of customers with
differing needs and interests. We can make the following groupings:
1. Internal customers
2. External customers
•They are fellow employees of an organization (colleagues,
management and staff team).
•Also they can be suppliers from outside the organization who
contribute towards the service that is provided.
• Age groups
• Cultural background
• Specific needs.
• Individuals
• Groups

2. 4.2. External customers
Age groups
•Your service may be aimed at children: babies, toddlers, older children or teenagers?
They all have very different needs.
•Adults: young adults, middle-aged or senior citizens?
•Family groups: adults with babies, adults with young children, adults with teenage
children; senior grandparents with children, middle-aged adults with senior citizen
grandparents.
•TIP: Never take it for granted that your customers’ needs are going to fit your expectation
of the needs of that age groups.
Cultural background
•It is important to respect the cultural traditions of customers to avoid offence.
•Knowing the basics of foreign languages it is very helpful.
•Investigating about cultural traditions is important.
Examples: Teetotal organizations  do not stock an alcoholic bar
Jewish or Muslims  do not serve pork
Japanese keep distances, avoid touching

3. Specific needs
Customers may have problems with
•Sight
•Hearing
•Mobility
•Literacy and numeracy
•Language
•Diet
TIPS
•These people should not feel patronized
•Do not assume that a customer is helpless, but give any assistance that is requested by
the customer.
•Never ignore the customer with specific needs by talking only to their partner
•Treat the customer with the same respect and courtesy as anyone else.

4. Individuals

5. Groups