2. Subject : V0206 – Administrasi &
Operasional Kantor Depan
Year : 2009
Types of Hotel, Hotel Organization and Front Office Organization Week 1

3. BIBLIOGRAPHY
James A. Bardi. (2007). Hotel Front Office Management. 4. John Wiley & Sons. New Jersey.
Peter Abbott and Sue Lewry. (1999). Front Office Procedures, Social Skills, Yield and Management. 2. Butterworth Heinemann. Oxford.
Dennis L. Foster. (1993). Rooms at the Inn: Front Office Operations and Administrations. McGraw Hill.
Woods. (2007). Professional Front Office Management. Prentice Hall. New Jersey.
Sue Baker, Pam Bradley & Jeremy Huyton. (1996). Principles of Hotel Front Office Operations. Hospitality Press Melbourne. Melbourne, Victoria.
Ilie Gabriel Wantah. (1998). Hospitality Guidelines Series: Front Office. Gramedia Pustaka Utama. Jakarta.
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4. Subject Historical overview of the hotel industry
Hotel classification system
Hotel organization
Organization of the front office department
Staffing the front office
Function of the front office manager
Equipment and forms used at the front office department
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5. On completion of this lesson, the students will be able to:
Objectives:
On completion of this lesson, the students will be
able to:
Explain the hotel classification system, sales indicator in a hotel, organization structure of front office department
Identify the equipment and forms used in the front office department
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6. Founders of the Hotel Industry
E. M. Statler
First hotel was for Pan American Expo in 901 – “a simple structure of 5000 rooms to be torn down after the fair was over”
Statler’s chain was sold to Hilton in 1954
William Waldorf Astor and John Jacob Astor IV
Cousins
1893 built hotel for their wealthy friends
Moved from 34th to Park and Lexington between 49th and 50th Streets
Waldorf Towers is a hotel within a hotel
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7. Founders of the Hotel Industry
Conrad Hilton
(after WWI ) in Cisco, TX
Purchased Mobley Hotel, 1919
Purchased Chicago Hilton, Palmer House, Plaza, and Waldorf=Astoria hotels (after WWII)
First major chain in 1954 when he purchased Statler Hotels:
Marketing, reservations, quality of service
Food and beverage, housekeeping, accounting
Brands:
Hilton Garden Inns
Doubletree
Embassy Suites
Hampton Inns
Harrison Conference Centers
Homewood Suites by Hilton
Red Lion Hotels and Inns
Conrad International
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8. Founders of the Hotel Industry
Kemmons Wilson (died in Jan. 2003)
Family trip in 1952
Central reservation system HOLIDEX
Ray Shultz
Protégé of Kemmons Wilson
Started Hampton Inn
Limited service concept; cost consciousness
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9. Founders of the Hotel Industry
J.W. Marriott
1957 Twin Bridges Marriott Motor Hotel
Brands include:
Courtyard
Residence Inn
Renaissance Hotels & Resorts
Fairfield Inn
Spring Hill Suites
Towne Place Suites
Marriott Hotels, Resorts, and Suites
JW Marriott Hotels & Resorts
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10. Founders of the Hotel Industry
Ernest Henderson and Robert Moore
First Sheraton in 1937 was Stonehaven, Springfield, MA
First hotel chain to be listed on NY Stock exchange
1968 acquired by ITT Corp.
Owned by Starwood Hotels
Brands
Sheraton
Westin
Four Points
St. Regis
The Luxury Collection
W Hotels
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11. Historical Developments
1. Limited-service hotels
targeted business market on a limited budget
– ex. Hampton Inn
- Features: spacious comfortable room, limited food &
beverage, first to offer 100% satisfaction guarantee
3. Technological Advances
Recent additions to that list include:
1) applications of wireless technology for communication between
departments;
2) guests can access and other documents or printing
those documents as needed from “hot spots” – designated
wireless transmission and reception areas in the hotel.
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12. Historical Developments
4. Marketing emphasis – theme 1970’s- guest reservation/ single phone #
5. Total Quality Management (TQM)– a technique that helps managers look at process used to create products and services with a critical eye on improving those processes
1990’s (TQM); 2000’s – “quality assurance” and “service quality”
Note: Chap. 11; analysis of delivery of service and product with decision making at front-line – empowerment
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13. Historical Developments
6. Major Reorganization
Passive losses on real estate no longer deductible
Japanese wanted buy hotels -> value of hotels increased
Recession increased and completed
7. Hotel investment
New incremental income streams – who manages hotels vs. who owns the hotel?
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14. Historical Developments
8. September 11, 2001 Attack on the U.S.
Decrease in the number of people willing to fly yields a decrease in number of rooms rented; this resulted in a banding together of tourism partners
Review marketing plans of post-9/11 corporate traveler.
Need to review security at front line of hotel who is coming into the hotel
Community responsibility for security activities
Review liability implications to repair facilities and guest security for effects of terrorism
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15. Overview of Lodging Industry
Types of lodging facilities –
A. Hotels
Marriott Wardman Park Hotel
B. Motels
C. All-Suites
example - Embassy Suites
D. Limited – Service Hotels
E. Extended Stay Hotels – continued high occupancy
example - Homewood Suites
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16. Lodging Overview All-Suites – ex. Embassy Suites at-home atmosphere
separate living and sleeping areas or working areas
kitchenette
wet bars
Levels of Service –
Full-service –
ex. J.W.Marriott
reservations
on-premise dining
banquet
meeting facilities
recreation facilities
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17. Lodging Overview Limited Service ex. Hampton Inns Extended –Stay
continental breakfast
sleeping room
modest furniture
Extended –Stay
ex. Homewood Suites
home-away-from-home
fully equipped kitchen
spacious bedroom
living areas
light breakfast or dinner
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18. Overview of Lodging Industry
Market Orientation – types of properties and who they serve
Residential
Public dining
Social activities
Recreational facilities
Commercial
Computerized reservation systems
Banquet service, lounge and entertainment areas
Shuttle transportation to airports
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19. Lodging Overview Sales Indicators: A. Occupancy Percentage:
# rooms sold
# rooms available
50 = 50 %
100
B. Average Daily Rate:
room revenue
# rooms sold
$4000_ = $80 50
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20. Lodging Overview
Yield Percentage Facility’s success in selling its room inventory on a daily basis
Rooms sold x ADR
Rooms avail x Rack Rate
50 x $80 = $4,000
100 x $120 = $12, = 33.3 % Yield
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21. Lodging Overview Room Revenue = $ 4,000 = $ 40 # rooms available 100
Revenue Per Available Room (RevPAR) Effectiveness of each room to produce a profit
Room Revenue = $ 4,000 = $ 40
# rooms available or
Hotel occupancy % x ADR  50 % x $80 = $40
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22. Lodging Overview Business Affiliations Chain affiliation
provide operational and marketing services
reservation systems
advertising
operations
management development
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23. Lodging Overview Referral Property with a Chain Company-owned Property
Assistance with management
Assistance with marketing, advertising and reservation
Company-owned Property
Hotel owned and operated by the chain company
Management Contract Property
Operated by a consulting company that provides operational and marketing expertise and a professional staff
Independent property
Hotel not associated with a franchise
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24. Trends That Foster Growth
Discretionary income - money remaining after necessities of life are paid
increase because of two in the family
women in the workforce
not a constant to depend upon:
Unemployment
low interest rate make the purchase of high ticket items more (homes, cars, boats) more desirable and make travel less likely
Leisure time
3-day weekends
Paid vacations
40 hour work weeks
Early retirement
Me/pleasure concept
Shift from thinking that recreation and leisure were a privilege for wealthy only
Travel vs. isolated nature of many jobs
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25. Trends That Foster Growth
Family size/household size
Smaller families are more likely to have more discretionary income
Business travel
Oil/fuel oil prices/airfare
Fear
Business economy
Conf. call, PicTel
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26. Trends That Foster Growth
Female business travel
Increasing segment
Amenities/safety
Female travelers
Travel as an experience
Education – to follow-up what they have learned
Culture – visit art, theatre, music, opera, ballet, museums
Sports and nature
Personal development/hobbies
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27. Career Development Know where you want to go
1. Establishing Career Goals
Know where you want to go
2. Educational Preparation
Associate
Baccalaureate
Distance Learning
Life-long Learning
3. Work Experience
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28. Professional Memberships American Hotel & Lodging Association
Certified Hotel Administrator (CHA)
Certified Rooms Division Executive (CRDE)
Hospitality Sales and Marketing Association International
National Restaurant Association
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29. Career Development Ports of entry Marketing and sales Front office
Food and beverage
Controller
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30. Departmental Managers
Assistant General Manager
Food and Beverage Director
Plant Engineer
Executive Housekeeper
Human Resources Manager
Marketing and Sales Director
Front Office Manager
Controller
Director of Security
Parking Garage Manager
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31. Functions of the Front Office Manager
Elements that enable the front office manager to effectively supervise.
Employees (training)
Equipment (PMS)
Inventory (rooms to be sold)
Budgeted finances
Sales opportunities
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32. Staffing the Front Office
Step 1: Estimate or forecast the needs department for a certain time period through review of the sales history of previous events, current functions, current reservations, anticipated walk-ins, stay overs, and check-outs for that time period to determine their impact upon labor requirements.
Step 2: Meet the needs of the lodging establishment and the needs of the employee.
Step 3: Calculate the anticipating payroll, requires the front office manager to go back and price-out each category of employee.
Step 4: Prepare a summary of costs by category to compare projected income for weekly room sales and weekly payroll.
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33. Equipment & Forms Types of Software: Mayo, Maxial, Fidelio, Opera
Currency exchange board
Petty cash box
Computer and printer
Key rack (manual key)
Docket rack
Reservation form
Reservation confirmation form
Expected arrival list
Arrival list
Expected departure list
Departure list
Registration form
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34. Equipment & Forms Guest card Breakfast voucher Welcome drink voucher
Rebate slip
Cash receipt
Miscellaneous form
Currency exchange form
Bellman control
Bellboy errand card
VIP list
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35. Review Questions 1
Market orientation of a hotel refers to which of the following?
The ability of the hotel to attract guests
The stores surrounding the hotel
The type of guests attracted to a hotel
The geography of the hotel’s location
2. This concept measures a hotel manager’s efforts in achieving maximum occupancy at the highest room rate possible.
a. Occupancy percentage
b. Average rate
c. Yield percentage
d. Franchise agreement
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36. Review Questions 1
3. If a hotel sells 300 rooms in one night and has 400 rooms
available to sell, and attracts 600 guests for that night, the single
occupancy for that night is?
a. 75% b. 100% c. 50% d. 35%
4. The double occupancy rate for the night listed in question number
3 is which of the following?
5. A hotel has collected $10,000 in revenue for the night. They sold
200 rooms. What is the average room rate?
a. $ b. $ c. $ d. $85
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37. Review Questions 1
6. Levels of service of a hotel are indicated by which of the
following?
a. Full-service, all suites, limited-service, extended-stay
b. Franchise and independent services
c. Luxury, independent, top rated
d. Franchise, referral, limited-service
7. This type of property is a hotel which is operated by a consulting
company that provides operational and marketing expertise and a
professional staff.
a. Management contract
b. Franchise
c. Limited-service
d. Full-service
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38. THANK YOU AND
HAVE A GOOD DAY
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