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:
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.

Introduction to Hospitality/Front Office

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

Travel and Tourism Industry

Accommodation

Transportation

F&B Operation

Retail Stores

Activities

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

Scope of Hospitality and Tourism Industry

Travel Meetings, Conventions and

Air Cruise Rail Coach Auto Ecotourism Lodging Hotels Motels

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. 2. 3. 4.

5.
6. 7.

Apathy (absence of passion) Brush-off (To ignore or behave coldly toward; Coldness Condescension (lack of respect) Robotics Rule book 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

Introduction to Hospitality/Front Office

Week (1)

Introduction to Hospitality/Front Office

Competencies for

The 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 they offer. 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 for The 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.

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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

Types of Accommodation Venue

Accommodation

Hotel
Motels Resorts Time Share Hotels

Cndominiums Conference Centres

Caravan Parks
Convention hotels
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

Introduction to Hospitality/Front Office

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.

Four General ways of classifying hotel

Hotels are classified by :

1. Hotel size 2. Target markets 3. Levels of Service 4. Ownership and affiliation.

Introduction to Hospitality/Front Office

Types of Hotels Commercial hotels/corporate hotels Airport hotels

Suite hotels
Extended stay hotels Residential hotels Resort hotels

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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 Hotels Located 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 airportsespecially 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

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Corporate hotel

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Airport Hotel

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Hotels ( continued)
Suite Hotels Suite 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

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Hotels ( continued)

Vacation ownership

hotel/time share hotel Individuals who purchase the ownership of accommodation for a specific period of timeusually 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, dcor and artworks in the guest-rooms. Housekeeping provide twice daily service a day (turn down service and daily cleaning service)
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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

companys 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, dcor, 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

Categories of Guests
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.

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

Introduction to Hospitality/Front Office

Hotel Revenue Sources

Guest Rooms Meeting/Function Space

Outlets/Food and Beverage outlets

Why is this relationship so important?

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 propertys overall cleanliness and appearance. 3. Good service is good business

Introduction to Hospitality/Front Office

What influences repeat business? (cont.)

Many things affect a guests selection of overnight

accommodation. Buying influences include: Satisfactory experiences with a hotel. Advertisement by hotel or a chain organisation. Recommendation by others. Hotels location. Public relations activities. Direct mail communication. Travel agents negotiating power on room rate to control travel expenses.

Introduction to Hospitality/Front Office