This leads to a self-fulfilling cycle of high guide turn-over, which then makes it even harder for companies to justify spending resources on their teams. The secret ingredient that’s missing in this cycle? A strong company culture that offers value to ALL it’s employees.
Practically speaking, tour guides are the employees you hire, train, and then send off to take care of the day-to-day so that you (the Manager, the Entrepreneur, the C-Suite) can spend your time strategizing more long-term and large-scale. You don’t tend to interact with them more than booking them for tours, or checking in on bad reviews.
When treated as free-lancers, guides are going to feel exactly that, as opposed to employees with a connection to your brand.
In this article, I’ll expand upon the importance of having your guides feel like they’re part of the larger company and offer 3 steps to determine what that value is (spoiler- I’m not only talking about paying them more than your competitor, as that’s not always an option).