Accommodation Services Units 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 4

Travel and tourism is one of the largest industries in the world. 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 6

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 Meetings, Conventions and Expositions Restaurants Managed services Recreation Gaming Attractions Parks Travel Air Cruise Rail Coach Auto Ecotourism Lodging Hotels Motels 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” 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

Accommodation Services Units Week (1) Introduction to Hospitality/Front Office

Competencies for The Hospitality Industry On completion of this unit the student will able to: Classify hotels in terms of the major target markets attracted to the features and benefits they offer. Classify hotels in terms of the level of service they provide for guests. Identify the advantages and disadvantages of different types of hotel ownership and affiliation. Introduction to Hospitality/Front Office 20

Competencies for The Lodging Industry Identify factors that affect travelers’ buying decisions and describe what hotels can do to reward loyal guests. Describe characteristics of the business, leisure, and group travel markets. Introduction to Hospitality/Front Office 21

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. Introduction to Hospitality/Front Office 22

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 Hotel Motels Resorts Time Share Hotels Cndominiums Conference Centres Caravan Parks Convention hotels Introduction to Hospitality/Front Office 24

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 25

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

· Commercial hotels/corporate hotels · Airport hotels · Suite hotels Types of Hotels   · Commercial hotels/corporate hotels · Airport hotels · Suite hotels · Extended stay hotels · Residential hotels · Resort hotels Introduction to Hospitality/Front Office 28

· Bed and breakfast hotels 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 29

Hotels Commercial /corporate Hotels 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. 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. Introduction to Hospitality/Front Office 30

Corporate hotel Introduction to Hospitality/Front Office 31

Corporate hotel Introduction to Hospitality/Front Office 32

Airport Hotel Introduction to Hospitality/Front Office 33

Hotels ( continued) Suite Hotels Resorts 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 34

Resort Hotel Introduction to Hospitality/Front Office 35

Vacation ownership hotel/time share hotel 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 36

Casino Hotel Introduction to Hospitality/Front Office 37

Serviced Apartments Introduction to Hospitality/Front Office 38

Extended Stay Hotel Introduction to Hospitality/Front Office 39

When should you consider long-term studio suite accommodations? 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 40

Levels of Service There are three levels of service: World-Class Service Mid-Range service Economy/limited Service Introduction to Hospitality/Front Office 41

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 42

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 43

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 44

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 45

· Management Contract · Independent Hotels · Chain Hotels Franchise Ownership and Affiliation Categories · Independent Hotels · Chain Hotels · Management Contract Franchise Referral Group Introduction to Hospitality/Front Office 46

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 47

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 48

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 49

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 50

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 51

Categories of Guests · Business · Pleasure · Group   · 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 52

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 53

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 54

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 55

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 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. Introduction to Hospitality/Front Office 58