Week (1) part one

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:
y Describe the characteristics of the hospitality

industry y Discuss why service has become such an important facet of the hospitality industry y Suggest ways to improve service y Profitability of the hotel

Introduction to Hospitality/Front Office

Basic Characteristics of hospitality industry
y The hospitality industry is part of the travel and tourism

industry. y One goal in common: to provide necessary or desired products and services to travellers. y The hospitality industry consists of Accommodation and food and beverage services.

Introduction to Hospitality/Front Office

continued.

y Travel and tourism is one of the largest industries in the

world. y The hospitality industry is a fascinating and ever-changing field. y 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

Travel and Tourism Industry Accommodation Transportation F&B Operation Retail Stores Activities Introduction to Hospitality/Front Office .

Introduction to Hospitality/Front Office .Accommodation as Part of the Travel and Tourism/Hospitality Industry y Travel and Tourism Industry: All businesses that cater to the needs of the traveling public. y Hospitality Industry: Refers primarily to businesses that provide accommodations and foodservices for people when they are away from their homes.

Lodging as Part of the Travel and Tourism/Hospitality Industry y Hospitality Industry includes: Accommodations Foodservices Other hospitality operations Introduction to Hospitality/Front Office .

Conventions and Expositions y Restaurants y Managed services y Recreation y Gaming y Attractions y Parks y Recreation Introduction to Hospitality/Front Office .Scope of Hospitality and Tourism Industry y Travel y Air y Cruise y Rail y Coach y Auto y Ecotourism y Lodging y Hotels y Motels y Meetings.

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 y Product is intangible and perishable y No such thing as business hours y Hospitality operations run on a 24 hour basis all year round y Characterized by shift work Introduction to Hospitality/Front Office .

Hospitality and Tourism y Largest and fastest growing industries y Common dynamics y Delivery of services and products y Customer and guest impressions are critical y Fascinating and ever-changing field y Can be very rewarding ( have found their way to other fields) Introduction to Hospitality/Front Office .

6. 7. 2. Coldness Condescension (lack of respect) Robotics Rule book Runaround (form of evasive excuses ) Introduction to Hospitality/Front Office . 4. Apathy (absence of passion) Brush-off (To ignore or behave coldly toward.Seven Deadly Sins of Service 1. 3. 5.

For Success in Service We Need to: y Focus on the guest y Understand the role of the guest-contact employee y Weave a service culture into education and training systems y Thrive on change Introduction to Hospitality/Front Office .

Week (1) Introduction to Hospitality/Front Office .

Classify hotels in terms of the major target markets attracted to the features and benefits they offer. 2.Competencies for The Hospitality Industry On completion of this unit the student will able to: 1. 3. Identify the advantages and disadvantages of different types of hotel ownership and affiliation. Introduction to Hospitality/Front Office . Classify hotels in terms of the level of service they provide for guests.

and group travel markets. Identify factors that affect travelers· buying decisions and describe what hotels can do to reward loyal guests.Competencies for The Lodging Industry 4. Describe characteristics of the business. Introduction to Hospitality/Front Office . 5. leisure.

swimming pool. y 5 star : Establishment of international standard offering 24 hour in room dining. gift shop.Type of accommodation y It is very important to be aware of all the different types of establishments offering accommodation within the Hospitality Industry. turndown service and fully licensed with public bar and bottles shop. y Rating of the Hotel: ( Rating from AAA) Australian Automobile Association (NRMA) and Australian Hotel Association. florist. Introduction to Hospitality/Front Office . gym and day spa.

ally ell a i te esta lis service fr 0700-2300- e t it rter Introduction to Hospitality/Front Office . ffer asic ee s f r t e guests. y 4 star : xce ti restaura t a r availa le. y 3 star : li ite service.cont.

Types of Accommodation Venue Accommodation Hotel Motels Resorts Time Share Hotels Cndominiums Conference Centres Caravan Parks Convention hotels Introduction to Hospitality/Front Office .

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 ´segmentsµ within larger target markets who share similar traits. needs and wants 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.

. y Inbound visitor: A visitor travelling to Australia whose main place of residence is outside Australia. y Guest: are the customers of the hospitality industry.Cont. The are the people who pay for the services and facilities provided by hospitality establishments.

Levels of Service y 4. Introduction to Hospitality/Front Office . Target markets y 3.Four General ways of classifying hotel Hotels are classified by : y 1. Ownership and affiliation. Hotel size y 2.

Types of Hotels · · · · · · Commercial hotels/corporate hotels Airport hotels Suite hotels Extended stay hotels Residential hotels Resort 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 y Commercial Airport hotels Located near the airportsespecially international airports. health club. Guest amenities at commercial hotels may include complimentary newspapers. cable television. /corporate Hotels Located in downtown or business districts.area that are convenient and of interest to their target markets. cancelled flight. Introduction to Hospitality/Front Office . Hotel-owned courtesy vans transport guests between the hotel and the airport. swimming pool. high speed internet access. airline personnel. Target Market: airline passengers.

Corporate hotel Introduction to Hospitality/Front Office .

Corporate hotel Introduction to Hospitality/Front Office .

Airport Hotel Introduction to Hospitality/Front Office .

These suite hotels feature guestrooms with a living room and separate bedroom. relaxed atmosphere y Resort hotels provide special activities such as golf. Target Market: Professionals such lawyers. on an island or exotic location away from crowded residential areas. y More leisurely. sailing. Introduction to Hospitality/Front Office . Some guest suites includes a compact kitchenette with fridge and mini bar. skiing. accountants y Resorts Hotels y Resort hotels are located in the mountains.Hotels ( continued) Suite Hotels Suite hotels are among the newest and fastest-growing segments of the lodging industry.

Resort Hotel Introduction to Hospitality/Front Office .

000 guestrooms Introduction to Hospitality/Front Office .Hotels ( continued) y Vacation ownership hotel/time share hotel y Individuals who purchase the ownership of accommodation for a specific period of timeusually one or two weeks a year. housing as many as 4. y These hotels are becoming popular in resort areas. y Casino hotels attract guests by promoting gaming and provide a broad range of entertainment activities. y These owners then occupy the unit. y Casino Hotels y Hotel with gambling facilities. y Some casino hotels are very large.

Casino Hotel Introduction to Hospitality/Front Office .

Serviced Apartments Introduction to Hospitality/Front Office .

Extended Stay Hotel Introduction to Hospitality/Front Office .

Exte e Stay tels gives y u t e c ice f u get stu i s f r usi ess travel. Free y urself fr t e c fi es f y ur average tel r . te rary usi g r vacati s as ell as suites f r aily a eekly re tals. rel cati . Every suite as a kitc e s y u ca y ur sc e ule. S e re ti e relaxi g a c k a eat less ey y ur ext tri f r usi ess r leisure. W e s ul y u c si er l g-ter stu i suite acc ati s? a exte e r ject a ay fr e W rki g i g a ay a u get vacati a still refer t ave a kitc e a access t lau ry e elli g r uyi g a e el cati g t a e j Visiti g 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 .

and more expensive furnishings. supply heated towels and floor and selection of refreshment centers.World-class Service y World-class service sometimes called luxury service. entertainment celebrities. y Attract top business executives. y Oversized guestrooms. high-ranking political figures and wealthy clientele. décor and artworks in the guest-rooms. y Housekeeping provide twice daily service a day (turn down service and daily cleaning service) Introduction to Hospitality/Front Office .

Introduction to Hospitality/Front Office . y In some world-class hotels certain floors are designated as executive floor and offer luxury services. y Executive floors contain private lounge.World-class service (continued) y World-class hotels stress personalised guest services and maintain high ratio of staff members to guests. and offered special complimentary food and beverage services.

Introduction to Hospitality/Front Office . individual travellers and families.Mid-Range Service y Mid-range service hotels attract the largest segment of the travelling public. y The guests who stay in the mid-range service hotels are business people. y The service is modest and sufficient.

comfortable and inexpensive rooms and meet the basic needs of guests.Economy/limited service y These properties provides clean. tour groups. y Economy service hotels attract budget-minded travellers. Introduction to Hospitality/Front Office . families with children and group of conventioneers.

Ownership and Affiliation Categories · Independent Hotels · Chain Hotels · Management Contract y Franchise y Referral Group Introduction to Hospitality/Front Office .

For example An Independent property is a family owned and operated hotel that is not required to conform to any corporate policy or procedure. and broad advertising Introduction to Hospitality/Front Office . procedures. Its unique advantage is autonomy and flexibility.Independent Hotels y Independent hotels have no relationship to other hotels y y y y y regarding policies. marketing or financial obligations. Disadvantages are: unable volume purchasing. Independent hotel can quickly adapt to changing market conditioning.

Chain hotels y Chain ownership imposes certain standards. rules. purchasing and marketing. management and standards. y A chain is classified as operating under a management contract or franchise or referral group. Introduction to Hospitality/Front Office . policies and procedures. y Advantage: Advertising. y Some chains have strong control over the architecture.

y Management contracting a a means of expanding a hotel company s operations with far less investment. marketing and reservation services. Introduction to Hospitality/Front Office . financial management. staffing. y Advantage: Expertise in operations. management company is hired to run a hotel.Management contracts y Management companies are organisation that operate properties owned by other. In other word.

y For example. Etc.Franchise and referral groups y Franchising is selling the right to conduct a business. Four points hotels by Sheraton are franchises.S hotels belong to franchise and referral groups. Introduction to Hospitality/Front Office . y Some of the best known U. linen and towels. y Advantage: olume purchase. y Franchisor offers the quality of product and develop standards for design. equipment and operating procedures. décor. amenities.

ests r t se erties i t e Introduction to Hospitality/Front Office .Referral group y A r fi e e . e t tels t at ave a e t et er f r t eir c y tels it i t e r refer t eir e arti ests t ey ca t acc ate t t er r referral r .

ho tr vel l rs: Those ho travel primarily L isur Tr for personal reasons. Introduction to Hospitality/Front Office .Categories of Guests · Busi · Pl ss sur · Gr up Busi ss Tr l rs: Those prim rily for b si ess reasons. these g ests se private f nds for travel expenses and are often sensitive to the pri es harged.

Introduction to Hospitality/Front Office . y Business travellers were first and primary markets for hotels dating back to many years.Business Travel y The business travel market is important to many lodging properties. y Regular business travel is an important source of business for many lodging properties.

y Business travellers consider the cost of travel is a necessary expense but pleasure travellers are price-sensitive. y Pleasure travellers are the most difficult to understand. Introduction to Hospitality/Front Office .Pleasure/leisure Travel y Pleasure travel is also very important.

travel for pleasure y Business related group to attend meeting or conventions Introduction to Hospitality/Front Office .Group travel y Two kinds of group: y An organised tours.

Hotel Revenue Sources y Guest Rooms y Meeting/Function Space y Outlets/Food and Beverage outlets y Why is this relationship so important? Introduction to Hospitality/Front Office .

the quality of services y 2. y 3. the property s overall cleanliness and appearance. Good service is good business Introduction to Hospitality/Front Office .What influences repeat business? y Many guests say that the most important factors that bring them back to a hotel are: y 1.

What influences repeat business? (cont. Recommendation by others. Buying influences include: Satisfactory experiences with a hotel.) y Many things affect a guest s selection of overnight y y y y y y y y accommodation. Hotel s location. Direct mail communication. Public relations activities. Advertisement by hotel or a chain organisation. Travel agent s negotiating power on room rate to control travel expenses. Introduction to Hospitality/Front Office .

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