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Cultural Planner FAQ'S

There are over one million people from overseas coming into the United States every year plus over 70 million multicultural Americans are already here. This is a huge market for planners and Destination Management Companies (DMC's) all across the country - if you know how to meet the unique needs of clients from other cultures.

Click on any of the Frequently Asked Questions from the list below to find the related answer.

1."DO PEOPLE FROM OTHER CULTURES ONLY WANT TO WORK WITH A PLANNER FROM THEIR OWN CULTURE?"

2."DO MULTICULTURAL PEOPLE HAVE MORE SUPERSTITIONS AND BELIEFS THAN AMERICANS?"

3."ARE SOME PEOPLE FROM OUTSIDE THE U.S. LESS UNETHICAL THAN AMERICANS? SOME INSIST ON RENEGOTIATING A CONTRACT FOR A ROOM OR BLOCK OF ROOMS AFTER IT HAS BEEN SIGNED."

4."WHY ARE PEOPLE FROM OUTSIDE THIS COUNTRY SO UNREASONABLE WHEN IT COMES TO NEGOTIATING?"

5."DO YOU THINK PEOPLE FROM OTHER CULTURES ARE JUST TOO MUCH TROUBLE TO BOTHER WITH?"

6."SHOULDN'T PEOPLE DO AS AMERICANS DO WHEN THEY'RE IN THIS COUNTRY."

7."WOULDN'T IT BE TOO MUCH TROUBLE TO CUSTOMIZE MY SERVICES FOR PEOPLE FROM OTHER CULTURES?"

8."SHOULDN'T WE JUST TREAT EVERYONE EQUALLY, REGARDLESS OF CULTURE?"

9."DO PEOPLE REALLY WANT TO TALK ABOUT THEIR CULTURE - WOULDN'T THEY JUST RATHER BE TREATED LIKE EVERYONE ELSE?"

10."SHOULD A PLANNER DO ANYTHING DIFFERENT WHEN PRESENTING A PROGRAM OVERSEAS?"

11."WHAT KIND OF SPEAKER DO YOU WANT?"

12."INTERNATIONAL MEETINGS: Can be very different than domestic meetings."

1."DO PEOPLE FROM OTHER CULTURES ONLY WANT TO WORK WITH A PLANNER FROM THEIR OWN CULTURE?"
Nothing could be further from the truth unless there is a language issue. Most of the people who complain about having trouble with multicultural customers are European American meeting planners. They just need to understand how to meet the wants and needs of people from other cultures.

In fact, many cultural groups would prefer to work with a planner from outside their own culture. There is often a fear that if they work with someone from their culture that person might tell others in their community about sensitive issues.

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2."DO MULTICULTURAL PEOPLE HAVE MORE SUPERSTITIONS AND BELIEFS THAN AMERICANS?"
Remember that people in the United States have beliefs that often baffle outsiders such as the fact that black cats, walking under ladders, and the number thirteen are unlucky. Most other cultures have their own beliefs that are just different.

Many cultural beliefs happen to directly affect the choice of hotel rooms and tours. Such simple issues as the color of the flowers that are placed in a room can create problems for the unaware. For instance, Asians consider white flowers only appropriate for funerals.

Room and floor numbers can be significant for some. Chinese and Japanese consider the number four unlucky and would prefer not to stay on the fourth floor or in any room with a number containing that number. Filipinos and Southeast Asians feel the same way about the number three.

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3."ARE SOME PEOPLE FROM OUTSIDE THE U.S. LESS UNETHICAL THAN AMERICANS? SOME INSIST ON RENEGOTIATING A CONTRACT FOR A ROOM OR BLOCK OF ROOMS AFTER IT HAS BEEN SIGNED."
While it's true that people from other cultures often try to renegotiate a purchase contract after it has been signed it has nothing to do with ethics. America is a "low context" country where everything is spelled out between people either verbally or in a detailed, written contract. Other countries are "high context" where much more information is derived from the context of the communication and less is spelled out.

In high context countries it is understood that contracts only reflect the agreement between the parties at the beginning of a relationship which can change as they get to know each other. As a result, the parties are obligated to help each other "adjust" the contract to their needs until it is completed.

Keep this in mind when working with customers from high context countries such as Mexico, China, Japan, and the Middle East. You may wish to save something for the end of the transaction as things adjust. If you give your "bottom line price" too early it is sure to make things difficult during your relationship.

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4."WHY ARE PEOPLE FROM OUTSIDE THIS COUNTRY SO UNREASONABLE WHEN IT COMES TO NEGOTIATING?"
There are two types of countries in the world - negotiating and non-negotiating. The United States is a non-negotiating country where we generally pay the price asked by vendors. In most other countries around the world, people haggle on everything from groceries to clothing to homes. To expect someone from one of these places not to bargain is tantamount to asking them not to breathe.

Experienced negotiators know that when they first make an offer on an item it is the lowest they will ever be able to go. They can only go in one direction from there - up. This is why they may start embarrassingly low with their initial offer even if they might be willing to pay full price.

Many hotels and tour operators do not negotiate the price of their rooms and services. In this case you can simply explain the situation this way, "We have rented all of our rooms (or booked all of our tours) to other guests for this price. To save face with them we must rent (or book) this one to you for the same price." People from other cultures can usually relate to the need to "save face" and will not ask another person to lose face with others.

Also, veteran hagglers are aware that they have the most bargaining power just before the transaction closes or the item is delivered. This is when they will usually ask for one extra concession to show their skill. Smart mangers will build an incentive into the deal so they can set something aside for this time otherwise it will likely come out of the their own pockets. For instance, if a tour operator is willing to throw in lunch it's best not to include it in the purchase regardless of the culture of the guest. On the day of the tour it can be thrown in to "sweeten the deal" as long as there is no more negotiating.

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5."DO YOU THINK PEOPLE FROM OTHER CULTURES ARE JUST TOO MUCH TROUBLE TO BOTHER WITH?"
The author constantly hears this question from hotel managers and tour operators throughout the country. Too bad for them because if you know how to meet the special needs of multicultural visitors they can be just as loyal and enjoyable to work with as anyone else. In addition, people from other cultures are very good about referring their friends and family if you serve them with sensitivity and patience.

An added bonus when working with people from outside the United States is the opportunity to learn about other cultures. Just think of it. You can take a round-the-world trip without getting seasick or losing one piece of luggage!

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6."SHOULDN'T PEOPLE DO AS AMERICANS DO WHEN THEY'RE IN THIS COUNTRY."
Did you ever wonder why we are called the "Ugly Americans" when we travel outside our borders? We fly to Germany, France or China, and expect the people there to accommodate us in terms of providing the food and other amenities we are familiar with. We commonly expect to be served pizza in Asia and to speak English in France.

Just as it's difficult for us Americans to leave our 200-year-old culture at the gate when we travel abroad it's even harder for those coming here with cultures that are thousands of years old to do as we do here. While they do try to assimilate it is hard for them.

Also, if we want a little piece of business from the fastest-growing segment of the travel market it is we who will have to adjust - a little. Take the time to learn about other cultures, languages, and foods. As a bonus you will become a much more interesting person to talk to in the process.

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7."WOULDN'T IT BE TOO MUCH TROUBLE TO CUSTOMIZE MY SERVICES FOR PEOPLE FROM OTHER CULTURES?"
Actually, making your hotel or tour business attractive to people from other cultures is quite easy. First, start with your brochures. Print them in the major languages of the customers who frequent your hotel or tour office. Be sure to get help with the translation because many concepts and words in English do not convert easily to other languages. Also be sure to print in the correct language. For example, while Chinese, Korean, and Japanese, may appear similar to the untrained eye they are very different.

You may want to consider hiring someone who speaks the language of your major group of multicultural customers or clients. However, if they find you sensitive and patient with people who have language problems they will usually find a friend or family member to interpret. Excellent customer service is a universal language as is friendliness and a willingness to learn about other people's culture.

Next, hire a consultant to look at your hotel or tour office layout to make it more culturally friendly. Issues to consider include: "Feng Shui" (placement of objects for optimum energy flow); good and bad numerology (the number eight can be lucky for some groups while seven can be fortuitous for others); packaging (remember to avoid grouping three or four of anything, depending on the groups you serve); and much more.

Many hotels that serve Japanese tourists, for instance, provide a Japanese brunch in addition to the American one.

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8."SHOULDN'T WE JUST TREAT EVERYONE EQUALLY, REGARDLESS OF CULTURE?"
Yes, it's true that we should treat every guest fairly but this does not necessarily mean equally. For instance, if a guest who is blind comes into your hotel would you simply hand them a room contract to "read"? This is equal but is it fair? Hardly. Wouldn't you try to treat them equally?

Similarly, by taking into account the unique needs of every guest aren't we serving them better? This would be equally true for being culturally sensitive.

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9."DO PEOPLE REALLY WANT TO TALK ABOUT THEIR CULTURE - WOULDN'T THEY JUST RATHER BE TREATED LIKE EVERYONE ELSE?"
Yes, people do want to talk about their culture. We know we are different and unless something about culture is mentioned early in your relationship with a multicultural guest it will always stand as a barrier to building true rapport. Just ask people about their cultural heritage and watch their eyes light-up!

Once you take a sincere interest in your guests' cultural background they are usually more than happy to tell you about their language, food, and even beliefs. Get into the habit of asking every customer, "Where do your ancestors come from?" Notice, this can get the conversation started with someone from Ireland just as easily as Thailand.

Try asking customers how to say "hello" or even your name in their native tongue. You may be slightly embarrassed as you struggle with their language but they'll love you for it because now you know how they feel trying to speak English.

If you want to be truly successful with people from other cultures you must make this agreement with each and every one of them. "I will teach you about American customs and practices as it relates to my business. In exchange, I want you to teach me about your cultural background." In this way, you develop a mutually-beneficial relationship which will hopefully last a lifetime.

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10."SHOULD A PLANNER DO ANYTHING DIFFERENT WHEN PRESENTING A PROGRAM OVERSEAS?"
That's a complicated question! Here are just a couple of ideas:

1. Watch your body language. Some cultures are very expressive while others can be very reserved. Ask about this issue before you go.

2. Keep your language simple. Avoid American colloquialisms and industry jargon. Use simple, straightforward language.

3. Don't expect the same level of eye contact. In America we consider strong eye contact a sign of honesty and attentiveness. In other countries they may avoid contact as a sign of respect for a person in a position of authority. The worse thing you can do in this situation is to attempt to get eye contact. Just look down like they do.

4. Learn to use an interpreter. Interpretation is very arduous and difficult work. You must speak slowly and learn to wait for the interpreter to catch-up with you. Practice with your interpreter before you use one with a guest.

5. Be aware of time differences. In some locations people are a bit more relaxed about the starting time of a program. In Asia and Mexico, for instance, there is usually a lot of networking that takes place before the program so your presentation may begin anywhere from 15-minutes or more after its scheduled start time. In other countries, such as Germany, programs are expected to start exactly on time.

6. Watch your emotions. In many countries a public display of emotions is perfectly acceptable but in others it is taboo. Take China, where people believe that "control over the body is control over the mind" getting excited on when speaking would cause a planner to "lose face".

7. Ask about the currency you will be paid in. Whenever, you work with an international group it is best to be paid in American dollars (very different from Canadian dollars). This way there will be no loss in value during conversion.

8. Watch your gestures. Gestures have different meanings in different countries and can be a very complicated issue. It's probably best to avoid using the traditional index finger to point because it can be construed as anything from an obscene gesture to an insult overseas. The same goes for the "v" for victory sign.

9. Don't use your left hand. In many countries around the world the left hand is believed to be "unclean". Gestures with or using the left hand for writing or eating can be extremely disturbing to people who subscribe to this belief. In Asia and the Middle East the prohibition against "southpaws" is so strong that when young children show a tendency to use the left hand it is tied behind their backs until they lose the desire to use it for anything except "bathroom duties".

10. Negotiate everything. Remember that with the exception of Canada and part of Europe, America is one of the few non-negotiating countries in the world. Everywhere else people bargain on everything from hotel rooms to tour costs. Try it, you'll like it.

11. Contracts are different. Contracts do not mean the same thing overseas as they do here. In many countries an agreement in writing does not mean the end of negotiations but rather the beginning. They can be changed up to the time of your program so be flexible and always save something for the end.

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11."WHAT KIND OF SPEAKER DO YOU WANT?"
Diversity Trainers: Usually address the issue of diversity within companies and help bridge differences. The goal is to provide understanding between different cultures and build teamwork.

Multicultural Speakers: Usually help individuals understand people from other cultures from their own perspective. For instance, Michael Lee talks about how everyone is different from his own background as a 5th generation Asian American. He speaks no Chinese but thanks to the Oakland Public School System can speak some Spanish! When given the choice between French and Spanish most high schoolers chose Spanish simply because it was easier to learn.

Overseas Consultants: Usually help coordinate international meetings. Will act as a liaison between hotels, tour operators, facilities managers, and airlines.

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12."INTERNATIONAL MEETINGS: Can be very different than domestic meetings."
Planning time: It takes three to four times as long to plan an international meeting as it does a domestic meeting. The reasons for the increased time include differences in time zones, language, and work hours.

Don't Assume: Don't take for granted that even the simplest things overseas are done the same way as they are in America. For instance, people overseas measure items in metric units not inches and square feet. Electricity provided is not the same as here meaning the most basic electrical appliances from hair dryers to overhead projectors may not work.

Be Clear: When working with a local Destination Management Company (DMC) be clear on who is going to be responsible for what. Also, make sure your definitions are clear. "Quaint" in some countries could be our equivalent to "squalid" here in the United States.

Set Deadlines: In other countries time may move at a different rate so it is vital to have firm deadlines with consequences if they are not met. Be sure to leave yourself a cushion if things get lost in transit or translation.

Contracts May Differ: The United States is a "low-context" country where we place everything we desire in a contract that is final when the parties ratify it. I "high-context" countries like Asia, contracts are basic guidelines that are not final until the event has occurred. You may find that even after the parties sign the contract it may still be changed as the relationship develops. Stay flexible and don't count on everything being delivered exactly as stated in the contract. Be sure to consult an attorney familiar with the laws in the country in which you will be doing business. Don't assume that American laws apply universally because they don't.

Do Business in American Dollars: A meeting can end-up costing a lot more than you plan if you tie expenses to a currency that devalues relative to the dollar. By tying everything to the U.S. dollar there will be no loss in conversion or devaluation.

Learn the Culture: Become familiar with the culture of the country in which you will be doing business. Even seemingly similar countries such as Canada and England have radically different cultures, practices and beliefs. These can affect the normal time of meals, gestures that may offend, words that can differ in meaning, etc.

Learn about Beliefs: In the United States very few hotels have 13th floor because it would be considered bad luck. Other countries may have a similar belief except that there may be no 3rd, 4th or 9th floor for the same reason. Also check on the significance of colors. In America white is worn to happy events like weddings and black to sad events like funerals. In other countries the custom may be exactly opposite or something totally different.

Leave the "Ugly Americans" at Home: When most Americans travel overseas they expect to speak English, eat familiar food, and continue to act like Americans. Educate your participants that they are going to be visiting a different country where they may not believe that English is the best language in the world or that the American culture is superior. Encourage them to be open to new ideas, experiences, and foods.

Research Safety Issues: Americans who travel overseas often believe that they are immune from crime because no one would dare touch an American. Unfortunately, in some countries Americans are singled-out for crime because of our perceived affluence or for political reasons. Check with the U.S. Department of state for travel advisories about the country you will be visiting.

Top of the Page Expect Negotiations: America, Canada, and parts of Europe are non-negotiating countries while the majority of countries in the world haggle on everything. Expect to negotiate on every little detail. Take a professional negotiating class so you have a chance against world-class negotiator who have the opportunity to practice every day of their lives.

International Cruises: Can be a great way to travel without having to carry your luggage from hotel to hotel. If you are going to have seminars aboard ship check on the meeting facilities that are available. Some are small with low ceilings while others may not be able to be separated from dining or other public facilities. Michael Lee conducted one seminar in the Caribbean in 17-foot seas. The participants were all seasick and made a very difficult audience.

Check with your tax accountant on the deductibility of continuing education courses taught on cruise ships. The most beneficial treatment is given to those conducted aboard ships of U.S. registry which stops only at U.S. ports. Unfortunately, there are only a few lines left so your choice are limited.

Another area of tax law to examine is that of "luxury water transportation". If you use a ship to get to your meeting it can be tax deductible to the extent it doesn't exceed two times the maximum per diem rate for government executive employees.

If you hold incentive meetings there are more favorable rules for programs held in Mexico, Canada, and many islands of the Caribbean. For more information about the deductibility of meetings obtain IRS Publication 463.

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