BHM 107 – FOUNDATION COURSE FRONT OFFICE OPERATION

Module- IV: Types of Hotel Guests

Structure

4.1 Classification of Hotel Guests

4.2 Business Travellers
4.3 Leisure Travellers
4.4 Group Travellers
4.5 Special Interest Tours
4.6 Personal Travel
4.7 Buying Influences

4.1 Classification of Hotel Guests

Hotel Guests Segments / Categories

• Age – Children, Adults, Retired
• Nationality- Domestic, Foreigners
• Purpose of Visit – Business, Leisure, Personal etc.
• Numbers: FIT, GIT

4.2 Business Travellers

• Average 5 trips a year
• Less likely to stay with friends or relatives
• Regular segment, not related to meetings & conventions
• Business segment has amenities & facilities directed at them

Codes
• CVGR- Company / Corporate Volume Guaranteed Rate
▪ CVGRD – Company / Corporate Volume Guaranteed Rate Domestic
▪ CVGRF – Company / Corporate Volume Guaranteed Rate Foreign

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Market Segments
• No Frill Travellers
• Cost Plus Travellers
• Affluent / Extrovert Travellers
• Women Business Travellers
• Group / Conferences

Needs of Business Travellers

• Safety / Security
• Convenient Location
• Clean, Comfortable Rooms
• Special Room Rates / Incentives
• Business Facilities

Influencing Factors
• Recommendations
• Previous Experiences

Services
• Secretarial
• Laptop or computer
• Internet access
• Fax, direct dial
• In room safe
• 24 Hrs Room service
• Pressing services
• Laundry
• Shoe shine
• Car rental

Categories
1. Individual Business Travelers
2. Corporate
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BHM 107 – FOUNDATION COURSE FRONT OFFICE OPERATION

3. Trade delegates – Reduced rates because of Block Booking

4.3 Leisure Travellers

o FIT- Free Individual / Independent Traveller
▪ FFIT – Foreigner Free Individual Traveller
▪ DFIT – Domestic Free Individual Traveller
• Among the most difficult to understand
• Increase in discretionary income & leisure time
• Generally price sensitive
• Income is an important factor in shaping demand

Market Segments
• Family Pleasure travel, kids centric
• Travel by elderly
• Travel by singles or couples
• Specialized resort travel ( Health Spa, Instruction in Sports )

Two Hybrids of Business & Pleasure Travel

• One when Business finances an employee’s pleasure travel as incentive
• Another when a business traveler adds vacation travel to the end or beginning of a scheduled
business trip

4.4 Group Travellers

Types of Group Travellers
• GIT – Group Inclusive Tours
• Group Booking tends to be seen as a booking in which 5 or more people travel together or when 10
or more rooms are pre-booked
• Normally through Travel Agent & paid in full before the Tour
• Travel Agent acts as a representative & receives 10 % of the cost of accommodation as
commission

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4.5 SIT - Special Interest Tours

Groups of people who visit a place once, usually with a special interest in mind e.g.: Castles of Europe,
Game parks of Africa; Study tours on art, history, religion, culture & science

4.6 Personal Travellers

International Travellers
• Translation Services – company
• Staffing
• Interior Design
• F&B
• Recreational Facility

4.7 Buying Influences

• Satisfactory experiences with a hotel
• Ads by a Hotel or a Chain
• Recommendations by family members or friends
• Location of the hotel
• Preconceptions of a hotel based on its name & affiliation

Buying Decision may depend on

• Ease of making reservation
• An employee’s description of the hotel & its accommodation & facilities
• Web site’s navigation tools
• Tone of voice, helpfulness, efficiency & knowledge
• Many compare room rates, facilities & amenities

What brings Guests back?

• Quality of service
• Property’s overall cleanliness
• Appearance
• Guests become loyal to particular chains or properties as a matter of habit

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Marketing Plans to persuade guests

• Use of Billboards
• Newspaper
• Radio advertisements
• Print, internet, personal & tele sales
• PR activities, Direct mail

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