Professional Documents
Culture Documents
ОГД
ОГД
The hotel industry has suffered the most from the pandemic: restrictions on
movement and a sharp decline in demand led to a record 36.2% decline in the
volume of the hotel and similar temporary housing services market in Russia in
2020. Nevertheless, hoteliers took all possible measures to increase occupancy
and stay afloat. Special attention was paid to ensuring the safety of guests:
hotels accommodated guests in such a way as to reduce the number of
contacts, abandoned buffets and other types of outdoor buffets, and provided
staff with the necessary protective equipment. In general, it is expected that a
gradual improvement in the epidemiological situation will contribute to the
growth of both domestic and international
6. What measures does the hotel take to overcome the seasonality?
№9. Why is hotel activity excluded from the list of licensed activities?
(Почему гостиничная деятельность исключена из перечня
лицензируемых видов деятельности?)
For the opening of the hotel, it is desirable that the premises be owned, the rent
just makes the project more expensive.
No special permission is required for this type of activity either. The usual
procedures with regulatory authorities, as well as when starting any premises:
project of binding premises, Rospotrebnadzor, SES, Fire Department, water
utility, energy supervision, Rostekhnadzor. If this is a whole building, then also
architecture.
For the construction of a hotel, it is necessary to properly formalize the site for
construction, after which all approvals and permits, the conclusion of the state
examination must be obtained, and only after that the construction can begin.
The main regulatory document for such enterprises as a hotel in our country is
the Decree of the Government of the Russian Federation of 04/25/1997. No. 490
"On approval of the rules for the provision of hotel services in the Russian
Federation." Based on the requirements of this document, business entities
providing hotel services and organize the process of their provision.
№10. Why is the procedure for standardizing hotel services carried out?
(Для чего проводится процедура стандартизации гостиничных услуг?)
Stage I - assessment of the hotel's compliance with the mandatory requirements of one of
the categories. The category of accommodation facilities is symbolically marked with
"stars":" without stars";" 1 star";" 2 stars";" 3 stars";" 4 stars";"5 stars".
Stage II-a score assessment of the hotel according to the criteria that meet the established
requirements.
Stage III-assessment of compliance of hotel rooms with the established requirements for
rooms of various categories: "suite"; "apartment"; "suite"; "junior suite"; "studio"; I
category; II category; III category; IV category; V category.
Stage IV-scoring of hotel rooms according to the criteria of scoring of hotel rooms.
Stage V-score assessment of the hotel staff according to the criteria of the score assessment
of the hotel staff.
Stage VI-based on the results of the above stages, a certificate of conformity assessment of
a hotel or other accommodation facility for one of the categories is drawn up.
15. What groups of hotels are distinguished by the level of services? (На
какие группы по уровню обслуживания распределяются отели?)
Lodging businesses can be organized into four categories based on level of
service: full-service hotels, limited-service properties, specialty
accommodations, and institutional housing.
Full-service hotels pride themselves on their high level of service and usually
charge the highest prices.
Limited-service properties focus on charging lower prices. Providing fewer
services.
16.How is the hotel type related to the consumer segment? ( Как тип отеле
соотносится с сегментом потребителя?)
Before purchasing or using a hotel product or service, guests always have their personal
expectations about its performance and quality.
After buying or using a product or service, if the result is equal to or better than their expectation, it
means the expectation has positive confirmation!
In the opposite case, if the result of providing a product or a service is lower than the guests
expected, we have negative confirmation. Guests are satisfied only if there are positive
confirmations of expectation.
However, in any case, the level of guest’s satisfaction is different between different guests because
each of them owns their personal needs, demands as well as experiences.
For that, we need to make a segmentation of hotel market, to learn different types of guests and to
pay attention for their needs.
Guest satisfaction is the internal feelings of every individual guest, which may be satisfaction or
dissatisfaction resulting from the assessment of services provided to an individual in context to
customer’s anticipation by an organization of hospitality.
Hotels are continuously trying to improve the service just to satisfy their guests because higher
customer satisfaction will leads towards guest’s loyalty, will cause guests to come back again and
again and to recommend the hotel enterprise for family and friends.
17. What are the main requirements for business hotels? ( Каковы основные
требования к бизнес-отелю?)
Business hotels cater to business and business travelers.
1. Location near administrative, public and other city centers without the obligatory
presence of a green area for recreation and sports activities.
3. Mandatory organization in the work area number. A working area means a desk, a desk
chair, desk lighting, writing utensils and office equipment.
4. Maximum isolation of rooms from the external environment in order to provide
conditions for concentrated work.
6. Business center.
20. What are the main features of timeshare and condominium hotels?
Каковы основные особенности таймшер-отелей и кондоминиумов?
Spacious accommodations
One of the advantages that timeshares have over hotels when going on vacation
is the space that they provide.
· Guestrooms
· Living and dining areas
· Bathroom
· Fully equipped kitchen
· Laundry
Easy vacation planning–
· Where to go, when to go, where to stay, how much to spend?
· No need to search online for the stay
· No need to spend time or stress about vacation accommodation
No need to eat out
· One of the most expensive aspects of travelling is the cost of food.
· Most timeshare come with equipped kitchen. It may be advantages to
those on dietary needs with kids
· Options to eat out or cook meals yourself.
Unlimited resort amenities
· Use on the hotel amenities and facilities of the hotel like pool, tennis
court to own sauna etc.
· It can be less expensive than to pay for a tennis membership or a golf
membership.
Known commodity
· When you go to the same timeshare resort every year, you know exactly
what you will be getting on your vacation.
· You can be confident that you will get exactly what you have come to
expect from your previous visits
No additional charges for friends
· Able to invite additional people on vacations with no extra charges.
· Timeshares have fewer limitations then hotels to the number of people
who are allowed to stay as timeshare has larger accommodation units
Convenient laundry
· Most Timeshare units provide washers and dryers in the room.
· No need to find local Laundromats or go for expensive hotel laundry.
· Especially convenient for those with kids that soil the clothes easily.
·
21. What accommodation facilities can be classified as alternative? (Какие
средства размещения можно отнести к альтернативным?)
23. Hotels are classified based on several factors such as size, target market,
location, available facilities, the level and type of service, affiliation, and ownership.
Apart from these parameters, hotels can also be rated according to the Crown, Star,
or Diamond system, which depend on their geographic location.
24. here are seven main factors of the design and effectiveness of an organization
structure:
· Strategy.
· Size and complexity of organization.
· Technology.
· Environmental turbulence.
· Top management's attitudes.
· Attitudes of personnel.
· Geographic consideration.
25. What are the advantages and disadvantages of a linear control system? (Каковы
преимущества и недостатки линейной системы управления?)
Advantages Disadvantages
-Unity and clarity of management; -High requirements for the Manager;
-Consistency of performers ' actions; -Lack of links for planning and preparing
-Easy to manage (one communication solutions;
channel); -Information overload, multiple contacts
-Clearly expressed responsibility; with subordinate and superior structures;
-Personal responsibility of the manager for -Difficult connections between instances;
the final results of the activities of his -Concentration of power in the governing
department; elite.
-Efficiency in decision-making.
26. What are the advantages and disadvantages of a linear-functional control system?
(Каковы преимущества и недостатки линейно-функциональной системы
управления?)
Advantages Disadvantages
-Thorough preparation of decisions and -Lack of close relationships at the horizontal
plans; level;
-Freeing of the chief line manager from -Lack of clear responsibility;
detailed analysis; -Too many vertical connections.
-Ability to attract consultants.
28. What are the advantages and disadvantages of
the matгix control system?
This type of organizational structure is now considered the most
fashionable, but it is very difficult to use the matrix approach in
practice. For almost 12 years, starting in 1961, General Electric tried
to combine the principles of project management with linear-
functional management. As a result, the matrix structure was born. Its
idea is that each link in the hierarchy, in addition to subordination to
the immediate superior from above, is simultaneously included in a
group allocated for some function. For example, all analysts in all
verticals are part of the analytics department. Accordingly, if
necessary, the head of this analytical department can involve some
underutilized employee in a new project.
Pros: there are no major problems of the linear-functional
organizational structure — loss of information and lack of flexibility.
Cons: there may be a conflict of interest. When one person reports to
several superiors, it is not clear whose assignment to perform.
29. List the main functions of the sales deparment banquet sales
department, advertising and PR deparment, and marketing department.
(перечислите основные функции отдела продаж, отдела рекламы и
PR, отдела маркетинга)
main functions of the sales department:
1) fund buyers
2)Processing incoming requests
3) document circulation
4) Sales of products
5)Informing consumers
6) Collection of accounts receivable
7) Return of buyers
main functions of the marketing department:
determining the segment where the hotel can have the greatest success;
determining the methods of attracting a client;
analysis of customer satisfaction with hotel services;
determining the price policy of the hotel;
advertising of the hotel in the media;
analyze the state of the hotel, identify unused opportunities in order to increase
utilization and increase revenue from all sources.
main functions of the Advertising and Public Relations department
formation of public opinion
maintaining communication with the mass media, political and public
organizations
promotion of information about the projects implemented by the company;
study of public opinion and trends in its change
informing the target audience about socially useful projects that are carried out
by the enterprise
Functional areas:
1. Reception/Registration Section. The person of the section is called
Receptionist.
2. Reservation: The term reservation means booking in advance. It basically
blocks/reserve the room as per the requestor specifies data.
3. Telephone section. This section is handled by telephone operators and it
is located at the back of the office. Its main function is to handle
incoming and outgoing calls.
4. 34 .The hotel construction site should provide
5. 1. Fencing of the construction site
6. When preparing the construction site for work, it, as well as the danger zones located
around it, must be fenced off. At the entrance to the construction site, information boards
must be installed, which, among other things, indicate the name of the object, the
developer, the contractor, the contact details of the person in charge of the object, as well
as the start and end dates of work, the scheme of the object.
7. • 2. Construction of temporary buildings and structures
8. When preparing and erecting buildings on the territory of the construction site, various
works should be envisaged, such as the transfer of communications, the subsequent
demolition of the erected structures, etc.
9. The construction of temporary structures and their demolition must be coordinated with the
State Fire Department service, services of sanitary-epidemiological and environmental
supervision, local government.
10. • 3. Ground and underground waters, flooding of the territory
11. The construction project should include measures in case something goes wrong .
12. When designing foundations, preparing foundations and other structures located
underground, below piezometry the level of pressure water, it is necessary to take into
account their pressure and provide for measures to prevent the breakthrough of
groundwater into the pits, swelling of the bottom of the pit and the ascent of the structure.
13. • 4. Dewatering
14. in the production of groundwater and surface water from water-sinking systems.
15. • 5. Drainages and wellpoints
16. Their use makes it possible to minimize the level and pressure of water.
17. • 6. Demolition of buildings
18.
19. During the demolition of buildings and structures in order to prepare the construction site,
labor safety requirements must be met in accordance with the current regulatory
documentation
20. Also this department performs various functions like the following:
21. -reservation of rooms and additional services;
22. - check-in and check-out of guests;
23. - assistance guests with different problems and requires;
24. - solving of conflict situations;
25. - informing guests about hotel, its services and activities in the hotel, tourist
attractions (sights) outside;
26. - room assignment and making of keys;
27. - work with invoices of guests (payment, making bills);
28. - help with guest’s luggage;
29. - migration registration of guests;
30. - visa support.
31.35. Designing the subject-spatial environment of a hotel enterprise is a
sequential process of creating an optimal architectural object. In which
the following principles are taken into account:
32.
33. - sequence - first, general issues of justifying the feasibility of
construction are solved, and then the main technological solutions are
determined, and other solutions
34.
35. - variance - are developed several options for projects in order to select
the most effective;
36.
37. - compliance with the regulatory requirements SNiP, SP and GOST,
ensuring the safety of operation
38.
39.You also need to comply with a number of requirements:
40.
41.1 ... Blending organically into the environment, preserving the
characteristics of the urban or rural landscape;
42.
43.2. Consideration of natural and climatic factors
44.
45.3. The cost-effectiveness of the architectural, constructive, planning
solution of the building, as well as its operation and the construction
process;
46.
47.4. Facade decoration, emphasizing the prestige of the hotel
48.5. Rational organization of service and appropriate comfort for residents
that meet functional requirements.33. Define the concept of "master
plan of the site". What are the requirements for the general layout of
the hotel?
•
49. A master site plan is a generalized development plan that establishes
building envelopes and overall entitlements for complex, large-scale
projects that will require multiple years to reach completion.
50.•The master plan is a horizontal projection of a top view of the entire
site, which is set aside for a hotel enterprise. Typically, a master plan is
made on a scale of 1: 500 or 1: 1000. It depicts all buildings and
structures related to the hotel enterprise, walkways, driveways and
landscaping areas.
51.
52. •In order to meet these requirements as much as possible, for the
relationship with the environment and for the creation of optimal
operating conditions, the territory of the hotel enterprise is needed to
zoning
53. •The territory should be zoned for several functional areas.
54. •This must have the following areas:
55. - residential (living) area (area of rooms, halls). It can occupy about
50%-60% of all the territory of the hotel;
56. - utility area, isolated from living area (10-15%);
57. - relax and leisure area ( open spaces for sport, beaches) - (30-40%);
58. - green spaces with elements of improvement;
59. -parking lot (places) for cars and excursion buses;
60. - internal roads and pedestrian sidewalks.
61.Necessity for placement of sports and child playgrounds, also of
greenhouses, winter gardens and others areas of relax and leisure is set
by design assignment
39. List the basic requirements for the design of the residential part of the hotel.
Building/Structure
•Shall have at least 20 bedrooms with modern facilities and offer food
•The building shall have bedrooms, dining facilities, bars, lounges, storage rooms, housekeeping, laundry, front desk and parking facilities
Guest bedroom
•Fire-resistant curtains
•Beds shall be made daily and bed linen changed at least every 3rd day and for each guest
•Bathroom accessories such as mirror, soap tray, toilet brush, shower curtain, bath mat, bath room stool
40. What can be the layout of the living rooms? Какой может быть
планировка жилых комнат?
Location of rooms in the hotel
Typical
The rooms are located along a long corridor. The most common option is
considered as simple as possible for visitors and convenient for staff.
Terraces
Occurs in small hotels with two floors. They represent an open corridor and are
located on each floor. The administrative building and a small shop are located
in a separate building.
SuitesRooms
of an even higher class are often provided here. As a rule, they are located on a
separate floor, have a separate entrance from the parking lot or a special
elevator with closed access. Additional features include the presence of a
separate guard, servants, and an administrator.
Penthouse
Located in the world's most luxurious hotels. Designed for wealthy clients or for
organizing VIP events. An important part of the project is to properly organize
the access of visitors to the floor. An additional freight and passenger elevator
serves these purposes.
The layout of rooms in a hotel depends largely on its level. This applies
primarily to the bathrooms. So, in accordance with the "Procedure for the
classification of objects of the tourism industry ..." (Appendix 9), approved by
the Order of the Ministry of Culture of the Russian Federation of July 11, 2014
N 1215, rooms of the 1st category are equipped with full bathrooms (washbasin,
toilet, bath or shower); in the 2nd and 3rd - the last two options are no longer
present or all are present, but for 2-3 rooms; in the 4th there is only a washbasin,
and in the standards of the 5th category (as a rule, these are hostels) there are no
bathrooms and are located on the floor.
There must be at least one window in the drawing and layout of the guest
room. Already at the design stage, it is prescribed where the beds (one or more)
will be located relative to the window. Here it must be borne in mind that,
firstly, they cannot be located in close proximity to it; secondly, there must be
enough free space for the convenience of guests and service personnel. Thus, if
there is one bed in the room, then the window should be located as close as
possible to one of the walls, if there are two berths, then in the center.
Furnishing and arrangement of rooms
The issue of arranging furniture and household appliances is also decided at the
design stage, since it is important to know what engineering communications
will be required. The "standard set" of furniture in the room is a bed, chair,
bedside table and clothes hanger. However, even from the standards there can
be a lot of exceptions, such as absolute minimalism in capsule hotels.
Of course, the more equipment is installed, the more space is needed to
comfortably accommodate the guest.We can say that filling a room in a hotel
should meet the following requirements:Do not take up extra spaceTo be
necessary for guestsBe vandal-proof, durable, but at the same time aesthetic.As
a result, the project will necessarily include a layout with the arrangement of
furniture and equipment, as well as a specification of furniture and finishes.
Requirements for design projects of rooms
The most important task of an interior designer is to ensure that they match the
overall style of the hotel and the client's expectations. For example, in resort
hotels with sea or mountain views, it is better to make panoramic windows; if
the accommodation facility is located in a green area, then natural wood is best
suited for interior decoration.
Of all the spaces in the accommodation facility, the customer generally uses
their room the most. Wallpaper, upholstery, curtains - all this should not only be
fireproof, durable and easy to clean, but also beautiful and pleasant to the touch.
For example, for walls from this point of view, decorative plaster or vinyl
wallpaper is perfect, for the floor - natural board, parquet or ceramic tiles.
In addition, chain hotels have their own approved standards for the design and
description of a hotel room - although they may differ slightly depending on the
country of residence.
Good form rules are universal colors in the interior, since not everyone likes
bright colors. They should be warm, calm, and visually enlarge the space. A
single room should be kept in one basic color scheme, if there are more rooms,
then color zoning is permissible: using different shades of the same color or 2-3
similar colors. Textiles (curtains, bedding, floor carpets, etc.), paintings, small
decorative objects, as a rule, give an interesting color accent.
In accordance with the SanPiN hotel standards, the illumination must be at
least 150 lux. Particular attention should be paid to the entrance area, work area
and bathroom. Usually, built-in swivel lamps, table lamps and lighting near the
mirror are used here, respectively. Additional lights are installed above the beds.
41. What innovative architectural solution exist in the design of modern
hotels? Какие инновационные архитектурные решения существуют в
дизайне современных отелей?
Local flavor
So, the task of the design project is to emphasize the area in which the hotel is
located. Of course, this can be done using various tools (colors of decoration,
pictures of the area, dishes that are used to serve authentic regional dishes, etc.).
One of the main features characteristic of the architecture of country hotels
intended for recreation. The use of techniques, details and materials traditional
for a given area in the architectural look allows the building to harmoniously fit
into the environment and optimally adapt to natural and climatic conditions. In
addition, the national flavor, which is present both in the architectural
appearance and in the interior design, is an important emotional and aesthetic
factor that influences the formation of a positive image of hotels.
Modern multi-storey hotels - complexes with a very high level of quality
provide a wide range of services, have a well-developed infrastructure. Often
such hotels are included in the world famous chains - Sheraton, Hilton, etc. A
variety of restaurants and bars, conference rooms, shops, underground parking,
indoor and outdoor pools and fitness centers, as well as equipped with all
modern business facilities. the centers make them attractive for both tourists and
people traveling for purely business purposes.The architectural appearance of
such hotels usually does not have a national color - it is, first of all, a visual
image of modern architecture, striking the imagination with the boldness of
forms and technical solutions. The architecture of such hotels is extremely
functional and modern, using the latest achievements in building technologies,
modern structures and building materials. These are, first of all, frame systems
typical for multi-storey construction (columns and beams made of steel or
monolithic concrete), light heat-saving enclosing structures, impact-resistant
mirror glass, etc. The newest progressive engineering equipment - systems of
energy and water supply, ventilation and heating allow you to create your own
microclimate inside the hotel complex, a comfortable environment for humans.
Modern structures make it possible to overlap large spans, form a complex
multi-level space with galleries, courtyards-atriums and conservatories, and
make a translucent roof. Being an autonomous "city within a city", such
complexes enable the client to fulfill his needs for entertainment and recreation,
without going beyond its limits. In addition, all conditions have been created
there for the successful holding of various business events - congresses,
conferences, etc. Typically, such hotels are located in urbanized high-density
development of new areas of large cities, near the centers of business and
commercial activity, where the increased number of storeys of buildings is
caused by the high cost of land. There are many examples of such hotels. United
by a common belonging to modern architecture, each of them still has its own
unique look. They are found in all major cities in the world and represent the
flourishing of high-tech civilization.
Modern room design
Open space, or open spacesIn this case, zoning boundaries become conditional
or absent. For example, the usual walls between the sleeping area and the
bathroom may be missing. Moreover, they can be located in the same area,
however, in this case, furniture and finishing materials must be moisture
resistant. Zoning is achieved with light or transparent partitions, a certain
arrangement of furniture and lighting solutions.
Bathroom like a spa in miniature
A massage couch, a hot tub are installed here, and the space itself is quite large.
Relevant for hotels that want to offer spa services, but do not consider it
necessary to equip a separate spa complex.
Availability of advanced technologies
For example, the ability to manage a room using a smartphone, providing a
guest with a tablet with Internet access upon check-in. For example, at J House
Greenwich, Connecticut, guest rooms have iPads that can be used not only to
order food, but also to adjust the temperature and lighting.
These basic operational standards for the quality of services are designed to improve
the quality of services provided and the level of customer loyalty through the
introduction of the best service technologies, maintaining consistent quality and
meeting the expectations of guests.
The standards are aimed at improving the efficiency of activities and competitiveness
by increasing the quality of services and services, forming a unified approach to the
creation of tourist products, applying professional terminology and principles of
relations with guests.
The system of standards covers the main vector and business processes in the field of
providing services in the areas of activity: "Reception and accommodation of guests",
"Maintenance of the room fund", "Provision of food services"," Landscaping " taking
into account the generalized long-term practical experience of the activity is based on
the requirements of the current legislation of the Russian Federation, the rules for the
provision of hotel services in the Russian Federation, the state classification system of
hotels and other accommodation facilities, international hotel rules, Standards, internal
corporate rules and more.
43. What are the forms of control over the quality of services provided at the
hotel? Формы контроля качества предоставляемых гостиничных услуг
The consistent solution of these tasks is carried out by the following methods:
organizational, socio-psychological; economic; organizational and technical.
Organizational methods of quality management:
1. Stabilizing-development of Regulations on the enterprise, on linear and functional
divisions, Standard regulations, instructions.
2. Administrative-writing orders, orders, instructions, resolutions, directives.
3. Disciplinary-the establishment of responsibility, forms of encouragement.
The Quality Service organizes the quality work at the enterprise, controls the quality
of the services produced, conducts internal quality system checks, coordinates and
provides methodological guidance to the work of other structures that perform
functions in the quality system. Effective quality management in the hotel is expressed
in the following:
- effective marketing management of the enterprise;
- implementation of the industry quality standard, enterprise standards;
- organization of business processes, production processes;
- the presence of a corporate culture;
- application of qualification requirements to employees;
- introduction of labor rationing for employees;
- fair assessment and motivation of employees ' work;
- input quality check;
- check the output quality control.
Input quality control is based on logistics and includes:
- output control of products by the supplier in accordance with the requirements of the
consumer (hotel);
- input control of the consumer and feedback on the results of the control;
- behavioral, describing the requirements for the appearance of the staff, the rules for
conducting telephone conversations, ways to resolve conflict situations, the procedure
for finding and behaving in guest areas, the rules for communicating with guests.
Seamless customer service is the essence of development. When you meet the needs of the
client, and do it so, that you write a letter of thanks, I guarantee, a long-term relationship is
secured. In the modern world, you can only stand out from your competitors if you
constantly surprise them with something. One of the best ways to increase your income is
to provide impeccable service. What is it? This is a whole technology, these are clear defined
steps, this is a kind of system.
If you build relationships with customers through effective, friendly communication and
deliver what you promise, you will thus expand your business and make your reputation
stronger. The trust of customers and their desire to cooperate with you must be created on
an ongoing basis. You should not give the client the slightest reason to seek cooperation
with someone else. Always remember that finding a new client is five times more expensive
than working with an old regular client.
What the client does not want is that when receiving services from him there were
problems, and vice versa-he wants competent and polite employees to provide services to
him. Many managers believe that it is enough just to meet the needs of customers and then
they will turn to them again and again. However, those who provide their customers with
high-quality service, at the level of world standards, know that this alone is not enough to
expand the business. What really contributes to the expansion of the business is getting new
potential customers and positive feedback from existing customers. reviews. And you can
only get them if your customers are very satisfied with the level of service. Such clients will
tell their friends about your business
Things that create a seamless service:
Smile
Sincere customer care
Friendly attitude
-Communication phrases:
- "Yes, of course!"
- "I will gladly help you"
- "I'm here to help you!"
-"Not a problem, we'll do it!"
-"Consider what has already been done!"
Providing service with excess
Compliments
Gifts for clients
Honed workmanship in the provision of a service / product
Correct, effective communication
Fast service and maintenance
Speed of information provision
Competence of employees
Cleanliness and tidiness of premises and staff
Competent, friendly managers and administrator.
Benefits of excellent service:
It's free. Great service comes at a cost or very cheap, however, it brings a fortune;
It builds a reputation. Consistently high quality service creates and maintains a good
reputation;
It builds patient loyalty. People will live in anticipation next contact with you. They are
happy to do business with you;
He creates memorable, regularly retelling impression. Non-fictional stories are the basis of
word-of-mouth advertising;
it turns customers into sales representatives. And these representatives are a thousand
times more efficient than any of the full-time sales workers;
It leads to visits based on the advice of friends. People are susceptible influence and are
guided by success, satisfaction, joy others;
It makes it difficult (makes impossible) to entice customers even at the expense of a lower
price. “Loyalty through extraordinary service "- powerful, but the unfairly forgotten business
motto of our time;
He clearly distinguishes between two companies engaged in the same business. Yours and
your main competitor.
Bathroom equipment:
Shower cabin or bath;
toilet;
hairdryer with wall mounting;
mirror;
individual body and hair care;
towels and bathrobes
48. What are the advantages of automating the life support systems of
the hotel building?
Каковы преимущества автоматизации систем жизнеобеспечения
здания отеля?
All modern hotels are divided into classes and, depending on class,
must meet a certain set of requirements. It can be a gym, a swimming
pool, a certain equipment of rooms (for example, interactive
television system) etc. In addition to the general requirements for
hotels of a certain class, each major hotel operator has its own internal
standards.
50 Question
What are the main marketing tools in the hotel business.
To organize marketing activities in the field of hotel services, some
features should be taken into account:
1. Intangibility. When a customer purchases a hotel product, it is
completely intangible. When the hotel provides services, guests receive
services in the form of registration and registration of accommodation
and check-out, service in the restaurant and the form of other amenities.
And when a guest leaves the hotel, he has nothing material left that could
remind him of his stay at the hotel.
2. Impossibility of accumulation. The entire hotel room stock has been
determined at the moment. Income that was lost during periods of
downtime is lost forever. Also, the excess of applications for placement
does not make sense, since the number of rooms is clearly defined.
3. Different distribution channels for the hotel product. Commonly used
are direct sales, agency sales through travel agencies, corporate sales, e-
bookings, etc.
4. Quality control. The quality of service cannot be checked before the
guest is served. For example, if the employee is temporarily absent from
the workplace, the guest may have a negative opinion about the level of
service in the hotel. 5. Seasonality. Hotel services are subject to seasonal
fluctuations in demand. Demand can fluctuate depending on political
factors, cultural and sports events, season, etc. 6. Dependence of sales on
many factors. These factors include the location and image of the hotel,
the quality and price of services provided, the price of rooms, etc.
Success in the hotel services market is measured by the number of sales,
which are expressed in hotel occupancy, in average price per room and in
the amount of income received. Achieving maximum performance
depends on developing the right sales strategy and segmentation of the
hospitality market. When developing a sales strategy for a hotel company,
first of all, they determine the range of factors influencing the
organization of sales, then set the goals of the sales strategy and choose
the distribution channels for hotel products and services. The main
distribution channels for hotel services are:
1. Direct sales (free settlement) - sales carried out by the hotel itself
without the involvement of intermediaries directly to customers.
However, it is possible to pre-book accommodation through the sales
department. As a rule, discounts are not available for free check-in, i.e.
guests pay for their stay at the full rate and are therefore a valuable
clientele. Hotels are interested in the development of this sales channel,
as money is saved on the remuneration of intermediaries. To develop
direct sales, many hotels have contractual relationships with various
clubs, whose members have discount cards.
2. Agency sales - sales of hotel services carried out through
intermediaries in the field of tourism and hospitality. These include travel
agents and tour operators. Travel agents are tourist organizations that
provide hotel accommodation, acting on a commission basis and
conducting direct sales. Tour operators are travel organizations that sell
packages of travel services, including transportation and accommodation
to individuals and legal entities. In agency sales, the task of hotel sales
managers is to find stable travel agents and strengthen partnerships with
them through a wide range of discounts. Also, in order to build
relationships correctly, sales managers must deeply study financial
stability, the level of professionalism of employees, the business
reputation of travel agents, customer reviews and business partners.
3. Corporate sales - the process of receiving applications from corporate
clients (trading companies, banks, industrial and other organizations and
enterprises) for the placement of their employees. Corporate clients often
cannot count on significant discounts due to late booking dates and
limited length of stay (3-4 days). But if blocks of numbers are booked and
redeemed on a regular basis, then they can count on a more favorable
corporate rate.
4. Reservation of rooms via the Internet. Many hotels use hotel
management systems based on APS (Application Service Providers)
technology. APS technology means that all data about the hotel (guest
history, rate management, room availability and reservations, etc.) and
the control system program itself are located outside the hotel itself - on a
dedicated server located in an equipped service -the center of the internet
provider. This provides hotels with fast and accurate work with travel
agents and partners, consolidated reporting.
Currently, franchise agreements are widely used in the hotel industry.
They help to increase the competitiveness of the hotel and significantly
reduce the cost of their management. Also provide access to unique
products and services. For the hospitality industry, public relations are the
most important communication policy tool necessary to create a good
image of the hotel and its services. Basic PR tools:
1. Activities. To reach the target audience and the general public, hotels
attract the attention of consumers to products and services at exhibitions,
seminars, conferences, contests and presentations.
2. News. Interesting and favorable news about the hotel and its services
can attract a lot of attention to it. To do this, you need to competently
form an idea of appeal to the audience and send press releases to the
editorial offices of newspapers and magazines about the activities and
development prospects of the hotel.
3. Publications. Prominent media such as articles, reports, newsletters,
magazines and brochures are used to create an attractive corporate
identity and communicate interesting messages to target markets.
4. Speeches - a way to disseminate information about the hotel and its
management services through public speaking. Thus, for successful
marketing activities, you need to take into account all the features of the
hospitality industry. To promote a hotel product and service, one should
take into account the factors and goals of promotion and choose the
appropriate distribution channel. It is also very important for the PR-
manager of the hotel to be able to use any public event held in the hotel
for its benefit.
· room fund; (room stock income includes income earned from renting
out hotel rooms of all categories for a certain period of time)
· restaurants, bars, cafes; (The income of the restaurant and bar service
consists of income from the sale of meals included in the cost of living
("package meals"), income from a la carte menu, income from banquets)
· wellness centers (SPA / beauty salon / hairdresser / baths, saunas / pool)
(the income of the wellness center includes income received from the
sale of club membership and payments for one-time visits, as well as
from the sale of related products)
· retail premises, conference rooms, meeting rooms - leased;
· dry cleaning / laundry;
· rental, etc.
Income is generated by the sale of additional paid services that must be
offered to the guest.
54. How can you assess the financial and economic efficiency of the hotel?
(Как оценивается финансовая и экономическая эффективность
отеля?)