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Week (1) part one
Introduction to Hospitality/Front Office
Introduction to Hospitality/Front Office
Welcome to the Hospitality Industry
Week (1)
Introduction to Hospitality/Front Office
After Reading and Studying This Chapter, You Should Be Able to:
Describe the characteristics of the hospitality industry
Discuss why service has become such an important facet of the hospitality industry
Suggest ways to improve service Profitability of the hotel
Introduction to Hospitality/Front Office
Basic Characteristics of hospitality industry
The hospitality industry is part of the travel and tourism industry.
One goal in common: to provide necessary or desired products and services to travellers.
The hospitality industry consists of Accommodation and food and beverage services.
continued.
Travel and tourism is one of the largest industries in the world.
The hospitality industry is a fascinating and ever-changing field.
Many concepts and innovations developed by the hospitality industry have found their way to others fields such as management, customer services, accounting, leadership skills and food and beverage operations.
Introduction to Hospitality/Front Office
Introduction to Hospitality/Front Office
Accommodation as Part of the Travel and Tourism/Hospitality Industry
Travel and Tourism Industry: All businesses that cater to the needs of the traveling public.
Hospitality Industry: Refers primarily to businesses that provide accommodations and foodservices for people when they are away from their homes.
Introduction to Hospitality/Front Office
Lodging as Part of the Travel and Tourism/Hospitality Industry
Hospitality Industry includes:– Accommodations– Foodservices– Other hospitality operations
Introduction to Hospitality/Front Office
Introduction to Hospitality/Front Office
Scope of Hospitality and Tourism Industry
Travel Air Cruise Rail Coach Auto Ecotouris
m Lodging
Hotels Motels
Meetings, Conventions and Expositions
Restaurants Managed services Recreation
Gaming Attractions Parks
Recreation
Introduction to Hospitality/Front Office
Cruise attendants
Introduction to Hospitality/Front Office
Airlines crews
Introduction to Hospitality/Front Office
Rail Attendants
Introduction to Hospitality/Front Office
Events and conventions
Introduction to Hospitality/Front Office
Scope of the Hospitality-Tourism Industry
Introduction to Hospitality/Front Office
Characteristics of the Hospitality Industry
Product is intangible and perishable No such thing as business hours Hospitality operations run on a 24 hour basis
all year round Characterized by shift work
Introduction to Hospitality/Front Office
Hospitality and Tourism
Largest and fastest growing industries Common dynamics
Delivery of services and products Customer and guest impressions are critical Fascinating and ever-changing field Can be very rewarding ( have found their
way to other fields)
Introduction to Hospitality/Front Office
“Seven Deadly Sins of Service”1. Apathy (absence of passion)2. Brush-off (To ignore or behave
coldly toward; 3. Coldness4. Condescension (lack of respect)5. Robotics6. Rule book7. Runaround (form of evasive
excuses )
Introduction to Hospitality/Front Office
For Success in Service We Need to:
Focus on the guest Understand the role of the guest-contact
employee Weave a service culture into education and
training systems Thrive on change
Week (1)
Introduction to Hospitality/Front Office
Introduction to Hospitality/Front Office
Competencies forThe Hospitality Industry
On completion of this unit the student will able to:
1. Classify hotels in terms of the major target markets attracted to the features and benefits theyoffer.
2. Classify hotels in terms of the level of service they provide for guests.
3. Identify the advantages and disadvantages of different types of hotel ownership and affiliation.
Introduction to Hospitality/Front Office
Competencies forThe Lodging Industry
4. Identify factors that affect travelers’ buying decisions and describe what hotels can do to reward loyal guests.
5. Describe characteristics of the business, leisure, and group travel markets.
Introduction to Hospitality/Front Office
Type of accommodation
It is very important to be aware of all the different types of establishments offering accommodation within the Hospitality Industry.
Rating of the Hotel: ( Rating from AAA) Australian Automobile Association (NRMA) and Australian Hotel Association.
5 star : Establishment of international standard offering 24 hour in room dining, florist, gift shop, swimming pool, gym and day spa, turndown service and fully licensed with public bar and bottles shop.
cont.4 star : Exceptionally well appointed
establishment with restaurant and room service from0700-2300- porter available.
3 star : limited service, offer basic needs for the guests.
Introduction to Hospitality/Front Office
Introduction to Hospitality/Front Office
Types of Accommodation Venue
Introduction to Hospitality/Front Office
Identify guests and target markets
• Hotel or Inn: An establishment whose primary business is providing lodging facilities for the general public and fully licensed with public Bar and bottle shops for general public as well.
• Motel: It is a lodging facility that caters primarily to guests arriving by automobile.
• Target Markets: Groups of people that the hotel hopes to retain or attract as guests who have been identified as potential customers.
• Market Segmentation: to define or identify smaller, distinct groups or “segments” within larger target markets who share similar traits, needs and wants
Cont.
Guest: are the customers of the hospitality industry. The are the people who pay for the services and facilities provided by hospitality establishments.
Inbound visitor: A visitor travelling to Australia whose main place of residence is outside Australia.
Introduction to Hospitality/Front Office
Four General ways of classifying hotel
1. Hotel size 2. Target markets 3. Levels of Service 4. Ownership and affiliation.
Hotels are classified by :
Introduction to Hospitality/Front Office
· Commercial hotels/corporate hotels
· Airport hotels
· Suite hotels
· Extended stay hotels
· Residential hotels
· Resort hotels
Types of Hotels
Introduction to Hospitality/Front Office
Types of Hotels (continued)
· Bed and breakfast hotels
· Vacation ownership and condominium hotels
· Casino hotels
· Convention hotels
· Alternative lodging properties
Introduction to Hospitality/Front Office
Hotels
Commercial /corporate HotelsLocated in downtown or business districts- area that are convenient and of interest to their target markets.Guest amenities at commercial hotels may include complimentary newspapers, cable television, swimming pool, health club, high speed internet access.
Airport hotels
Located near the airports- especially international airports.Target Market: airline passengers, cancelled flight, airline personnel.Hotel-owned courtesy vans transport guests between the hotel and the airport.
Introduction to Hospitality/Front Office
Corporate hotel
Introduction to Hospitality/Front Office
Corporate hotel
Introduction to Hospitality/Front Office
Airport Hotel
Introduction to Hospitality/Front Office
Hotels ( continued)
Suite HotelsSuite hotels are among the
newest and fastest-growing segments of the lodging industry.
These suite hotels feature guestrooms with a living room and separate bedroom. Some guest suites includes a compact kitchenette with fridge and mini bar.
Target Market: Professionals such lawyers, accountants
Resorts Hotels Resort hotels are
located in the mountains, on an island or exotic location away from crowded residential areas.
More leisurely, relaxed atmosphere
Resort hotels provide special activities such as golf, sailing, skiing.
Introduction to Hospitality/Front Office
Resort Hotel
Introduction to Hospitality/Front Office
Hotels ( continued)Vacation ownership
hotel/time share hotel
Individuals who purchase the ownership of accommodation for a specific period of time- usually one or two weeks a year.
These owners then occupy the unit.
These hotels are becoming popular in resort areas.
Casino Hotels Hotel with
gambling facilities. Casino hotels
attract guests by promoting gaming and provide a broad range of entertainment activities.
Some casino hotels are very large, housing as many as 4,000 guestrooms
Introduction to Hospitality/Front Office
Casino Hotel
Introduction to Hospitality/Front Office
Serviced Apartments
Introduction to Hospitality/Front Office
Extended Stay Hotel
Introduction to Hospitality/Front Office
Extended Stay Hotels gives you the choice of budget studios for business travel, relocation, temporary housing or vacations as well as suites for daily and weekly rentals. Free yourself from the confines of your average hotel room. Every suite has a kitchen so you can cook and eat on your own schedule. Spend more time relaxing and less money on your next trip for business or leisure. When should you consider long-term studio suite accommodations?
Working on an extended project away from home Going away on a budget vacation and still prefer to have a kitchen and access to laundry Remodelling or buying a home Relocating to a new job Visiting relatives
Introduction to Hospitality/Front Office
Levels of Service
• There are three levels of service:• World-Class Service• Mid-Range service• Economy/limited Service
Introduction to Hospitality/Front Office
World-class Service
World-class service –sometimes called luxury service.
Attract top business executives, entertainment celebrities, high-ranking political figures and wealthy clientele.
Oversized guestrooms, supply heated towels and floor and selection of refreshment centers, and more expensive furnishings, décor and artworks in the guest-rooms.
Housekeeping provide twice daily service a day (turn down service and daily cleaning service)
Introduction to Hospitality/Front Office
World-class service (continued)
World-class hotels stress personalised guest services and maintain high ratio of staff members to guests.
In some world-class hotels certain floors are designated as executive floor and offer luxury services.
Executive floors contain private lounge, and offered special complimentary food and beverage services.
Introduction to Hospitality/Front Office
Mid-Range Service
Mid-range service hotels attract the largest segment of the travelling public.
The service is modest and sufficient.
The guests who stay in the mid-range service hotels are business people, individual travellers and families.
Introduction to Hospitality/Front Office
Economy/limited service
These properties provides clean, comfortable and inexpensive rooms and meet the basic needs of guests.
Economy service hotels attract budget-minded travellers, tour groups, families with children and group of conventioneers.
Introduction to Hospitality/Front Office
Ownership and Affiliation Categories
· Independent Hotels
· Chain Hotels
· Management Contract
Franchise
Referral Group
Introduction to Hospitality/Front Office
Independent Hotels
Independent hotels have no relationship to other hotels regarding policies, procedures, marketing or financial obligations.
For example An Independent property is a family owned and
operated hotel that is not required to conform to any corporate policy or procedure.
Its unique advantage is autonomy and flexibility. Independent hotel can quickly adapt to changing
market conditioning. Disadvantages are: unable volume purchasing, and
broad advertising
Introduction to Hospitality/Front Office
Chain hotels
Chain ownership imposes certain standards, rules, policies and procedures.
Some chains have strong control over the architecture, management and standards.
Advantage: Advertising, purchasing and marketing.
A chain is classified as operating under a management contract or franchise or referral group.
Introduction to Hospitality/Front Office
Management contracts
Management companies are organisation that operate properties owned by other. In other word, management company is hired to run a hotel.
Management contracting a a means of expanding a hotel company’s operations with far less investment.
Advantage: Expertise in operations, financial management, staffing, marketing and reservation services.
Introduction to Hospitality/Front Office
Franchise and referral groups
Franchising is selling the right to conduct a business.
Franchisor offers the quality of product and develop standards for design, décor, equipment and operating procedures.
Some of the best known U.S hotels belong to franchise and referral groups.
For example, Four points hotels by Sheraton are franchises.
Advantage: Volume purchase, amenities, linen and towels. Etc.
Introduction to Hospitality/Front Office
Referral group
A group of independent hotels that have banded together for their common good.
Hotels within the group refer their departing guests or those guests they cannot accommodate to other properties in the referral group.
Introduction to Hospitality/Front Office
· Business
· Pleasure
· Group
Business Travelers: Those who travel primarily for business reasons.
Leisure Travelers: Those who travel primarily for personal reasons; these guests use private funds for travel expenses and are often sensitive to the prices charged.
Categories of Guests
Introduction to Hospitality/Front Office
Business Travel
The business travel market is important to many lodging properties.
Business travellers were first and primary markets for hotels dating back to many years.
Regular business travel is an important source of business for many lodging properties.
Introduction to Hospitality/Front Office
Pleasure/leisure Travel
Pleasure travel is also very important.
Pleasure travellers are the most difficult to understand.
Business travellers consider the cost of travel is a necessary expense but pleasure travellers are price-sensitive.
Introduction to Hospitality/Front Office
Group travel
Two kinds of group: An organised tours, travel for pleasure Business related group to attend meeting
or conventions
Hotel Revenue Sources
Guest Rooms Meeting/Function Space Outlets/Food and Beverage outlets
Why is this relationship so important?
Introduction to Hospitality/Front Office
Introduction to Hospitality/Front Office
What influences repeat business?
Many guests say that the most important factors that bring them back to a hotel are:
1. the quality of services 2. the property’s overall cleanliness and
appearance. 3. Good service is good business
Introduction to Hospitality/Front Office
What influences repeat business? (cont.) Many things affect a guest’s selection of
overnight accommodation. Buying influences include: Satisfactory experiences with a hotel. Advertisement by hotel or a chain
organisation. Recommendation by others. Hotel’s location. Public relations activities. Direct mail communication. Travel agent’s negotiating power on room
rate to control travel expenses.