Among the multiple possibilities offered by tourism, animation stands out as one of the most demanded areas in hotels and tourist companies. Its main function is to carry out recreational actions that provide added value to tourist products.
Tourist animation, according to the UNWTO, encompasses any action carried out in or on a group, a community, or an environment, with the intention of developing communication and ensuring social life. Other definitions refer to a set of techniques derived from recreation, which allow for the planning, organization, and development of different activities or games aimed at people of all ages, intended to satisfy leisure, enjoyment, and recreation needs. It breathes life into a group and facilitates the participation and exchange of its members, creating a suitable environment in which they can experience memorable moments.
The relevance of tourist animation in tourist satisfaction is implicit in several factors. Firstly, animation helps to improve the quality of life of tourists by offering activities that allow them to maintain good physical and mental health during their vacations, which translates into overall well-being.
Moreover, the return rate of customers to a location with animation is 70%, while only 20% of customers return to an establishment without animation. This not only results in profitability but also serves as a marketing function because a satisfied customer shares the characteristics of the hotel or destination with friends, recommending them to visit, and animation is one of the most significant amenities they will highlight. It’s a long-term profitability as it generates more repeat customers. The client is so satisfied with the services offered that they return the following year. When the tourist returns to their country, they will recommend it to their friends and family. This becomes a significant argument when selling and negotiating with tour operators.
In addition, tourist animation has a social and cultural function and impact, as it connects tourists, through various activities they are invited to participate in, with the culture and reality of the destination. It thus becomes an effective tool for healthy exchange fostered by tourism and an interesting, fun, bold, and personal growth path for the encounter between the host community and visitors.
If we add to that the fact that all travelers are attracted to novelties, one of the areas where a hotel, destination, or tourist company can most easily innovate is in the animation program it offers, thus staying at the forefront of what tourists demand.
It should be noted that animation is also a significant factor in differentiating the hotel, destination, or tourist entity offering its services. Quality lies in intangible aspects such as customer service, feeling comfortable, etc. This quality can be achieved through tangible elements such as a very attractive buffet presentation, a greeting and a smile from all employees to the client, or a good animation program.
Finally, and not least important, tourist animation is also relevant in tourist satisfaction because it helps create better tourism activity. Current trends demand more variety in the products and services offered, so having excellent animation programs, designed and tailored for each type of segment we receive, undoubtedly helps to expand the offer and the possibilities of being more competitive.
We can affirm, then, that tourist animation is essential to offer tourists unforgettable experiences that allow them to “live” their trips and not just “pass through” them, thus achieving the total satisfaction that we are called to generate in every visitor who honors us by choosing us.
