Being reliable is a key factor to ensure revenue, customer satisfaction and loyalty in the long term. Business organizations in the tourism sector, regardless their profile, must incorporate quality management culture to consolidate and secure the future.

It has been several years now, that I have traveled to every corner of the Iberian Peninsula proclaiming the benefits of an introduction of a form, mentality, culture, discipline or work system , experiences or emotions that ensures the quality in the tourism sector, which at the same time will give an internal order.

Quality, like other concepts such as sustainability, is a killed term in misuses, which is currently in the process of trivialization and misappropriation. Unfortunately such simple concepts but yet complex in its scope of meaning and philosophical business content, are being sold today as standards of promotion and marketing campaigns of many companies and touristic destinations.

The fact is that the issue is not who can sell more or less “quality”; but in a mature destination with so much run behind such as Spain, promoting marketing strategies based on quality is no longer admitted. The quality is assumed in a market filled with contests, prizes and competitions, and ultimately overwhelmed by the overexposure of the “quality” attribute, which no longer brings innovation, added value or new features to a product/service. Rather it will have the opposite consequence; it will confuse the final consumer thanks to the oversupply of brands.

In this scenario you may wonder if quality as an attribute does not provide competitive advantage or added value in the consumer perception from the point of view of promotion and marketing, which is already implicit, why should continue investing in the implementation of quality management systems?

Organizations must understand and assimilate the quality management as a continuous process that requires attitude and persistence, in which all efforts are aimed precisely to identify and detect the deviations that alters the reliability of intangible services for consumption by the customer (being understood as product of experience in a urban spa hotel stay and not just a city hotel room.)The quality management aligns the organization with the satisfaction of internal and external customers through a process of continuous improvement. The customer satisfaction leads to loyalty and repetitiveness consumption of services ensuring the long-term sales. A good quality management affects the minimization of costs and revenues in building an organization.

Quality should not be perceived as a timely sale value or an axis of a promotional campaign, quality is an integral part of the identity of an organization, commitment and responsibility to excellence. The sum of corporate cultures related to quality in a territory generates benefits for the destination and to its socio-economic development and to its future economic sustainability.

C4T provides quality management systems implementations for business and touristic destinations. If you want to explore or get to know more about these concepts, or ask for a specific situation, do not hesitate to contact us.


Pau Pitarch De Dalmases – C4T