Customers generally come from middle to upper income levels. They can recognise and expect a value for money experience. Adventure tour customers come with different aims and objectives, but expect to achieve them, at least partly because they have paid what they consider a substantial sum of money.

Adventure tour operators may accept customers with a lower level of physical capabilities or outdoor experience than would normally be accepted for such a trip. As the tour guide, you must accommodate these customers in the best possible way, even though you may disagree with them being on the trip.

The adventure tour guide needs to empathise with customers’ difficulties, wants and needs. Training in this area involves careful observation of other service providers; particularly those involved in hospitality, but success comes only with a genuine desire to be of service to all customers, and lots of practice.