By Yunus S Saliu
At the just concluded International Travel and Tourism Conference (ITTC) held at Tamala Resort in The Gambia, Fatou Mas Jobe delivered an impassioned presentation on the need for exceptional customer service and personalized travel experiences as essential tools for building loyalty and boosting The Gambia’s tourism industry.
Addressing travel and tourism professionals, industry stakeholders, and policymakers, Jobe, a seasoned tourism expert and former Minister of Tourism and Culture, stressed that while many companies claim customer service is a priority, only a few consistently deliver excellence on the ground.
“Exceptional customer service is not in a brochure or a speech,” she stated. “It is delivered by every staff member, every day. It’s what makes your organization stand out.”
Quoting business management legend Peter Drucker, she reminded the audience that quality is not defined by what is offered, but by what the customer actually experiences.
She outlined how service with heart, combining empathy, emotional connection, and responsiveness, is the foundation of a lasting customer relationship. She advocated for practices such as using customer names, actively listening, avoiding jargon, and ensuring each guest feels seen and valued.
“You must establish an emotional connection,” she said. “That’s what makes customers loyal. Not just comfort, but the feeling that they truly matter.”
She emphasized that successful tourism professionals deal effectively with challenging situations by staying calm, acknowledging emotions, and involving customers in finding solutions with a mindset shift from “what’s easiest for the company” to “what’s best for the guest.”
Turning her focus to emerging trends in travel, Madam Jobe declared personalization as the new standard of luxury. Drawing from global studies, she cited that 86% of travelers now expect tailored experiences from custom dining to crated itineraries.
She shared compelling examples: a private yacht on the River Gambia, food tastings at Yabouy, or art tours guided by local historians, all powerful tools to transform a holiday into a personal memory.
“Luxury travelers want to be seen, understood, and catered to deeply. True exclusivity is in how we customize each moment,” she said.
However, she warned of the challenges of personalization, including data privacy concerns and fast-changing customer expectations, noting that companies must evolve quickly and use data responsibly to stay competitive.
Fatou Mas Jobe advocated for smart use of technology like CRM systems, loyalty portals, and social media to deepen, not replace, human connections.
“Tech should help us remember names, follow up with guests, and create emotional anchors that draw them back,” she explained.
She also stressed the importance of relationship marketing in tourism where long-term bonds with repeat guests matter more than one-time transactions. Sharing success stories from within The Gambia, she highlighted – the Janjanbureh eco-lodge with a 40% repeat guest rate, a small family-focused tour operator that sends birthday greetings a year later, and a cultural village program that invites past visitors to join virtual community events.
In her call to action, Ma’am Fatou Mas Jobe encouraged businesses to create return guest incentives, train staff to remember guest names and preferences, Send quarterly emails to past clients, and host ‘Taste of The Gambia’ virtual nights for international audiences.
“Loyalty is built with love,” she concluded. “Travelers may forget the view, but they never forget how they were made to feel. Let’s make The Gambia not just a place to visit, but a place to come home to — again and again.”
