What are frontline employees in the context of tourism?

Frontline employees in the context of tourism are those individuals who interact directly with customers. They are essential to the customer experience because they serve as the first point of contact and represent the organization's brand. Their roles can range from receptionists at hotels to guides on tours and staff at attractions. These employees are trained to handle inquiries, provide services, and manage customer interactions, which are all vital for enhancing customer satisfaction and ensuring a positive experience.

This direct interaction allows frontline employees to gather feedback immediately from guests, which can be used to improve services and address any issues on the spot. Their ability to communicate effectively and provide personalized experiences can significantly influence a tourist's perception of the overall service quality in the industry.