Chapter 8                                Front-of-the-House                                   Management                  ...
Competencies for                  Front-of-the-House Management     1. Explain how resorts are typically organized.     2....
Resort Organizational Design                                •   Front-of-the-house                                •   Hear...
Reservations Department                                    Responsibilities          • Handling direct reservation request...
Sources of Advance Room Sales                   •     In-house reservations services                   •     Direct guest ...
Types of Reservations                                     • Guaranteed                                     • Non-guarantee...
Types of Guaranteed Reservations                                •   Prepayment-guaranteed                                •...
Common CRS Sales Interfaces                                • Interactive travel services (ITS)                            ...
Advantages of Computerized                             Reservations   • Facilitates rapid access to reservations records f...
Three Elements of the                                Reservations Process                        1. Reservation confirmati...
Essential Reservation Information                    • Arrival date and time                    • Number of nights and dep...
Uses for Guest History Files                           •    Accounting follow-ups                           •    Reservati...
Rooms Forecast Data      •     Number of individual guest arrivals/departures      •     Number of group arrivals/departur...
Reception Center Functions          •     Reception          •     Registration          •     Rooming and related service...
The Check-In Process                           •    Greeting guests                           •    Identification of guest...
Common Guest Charges      1. Room charge, meal plan charges, sales tax, and room         tax      2. Restaurant, room serv...
Advantages of a PMS     • Improved accuracy and efficiency of room sales,       reservations, and accounting of revenues  ...
PMS Capabilities/Uses   •      Managing room inventory   •      Handling reservations   •      Checking guests in   •     ...
Guest Relations                           • Pre-arrival mailings                           • All staff members are respons...
Recreation and Social Activities                          Personnel                 •     Social director                 ...
Typical Daytime Resort                     Recreational/Social Activities                 • Sports tournaments and competi...
Typical Evening Resort                     Recreational/Social Activities                                •   Welcome recep...
Guest Services                                •   Travel and transportation desk                                •   Shops ...
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Chapter 8

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Chapter 8

  1. 1. Chapter 8 Front-of-the-House Management World of Resorts: From Development to Management Third Edition (424TXT or 424CIN)© 2010, Educational Institute
  2. 2. Competencies for Front-of-the-House Management 1. Explain how resorts are typically organized. 2. Describe the responsibilities and components of a reservations department. 3. Describe the functions and components of a reception center. 4. Discuss property management systems and how they have improved resort management. 5. Summarize the importance of guest relations to resorts. 6. Outline typical guest activities and services found at resorts.© 2010, Educational Institute 2
  3. 3. Resort Organizational Design • Front-of-the-house • Heart-of-the-house • Outdoors operation • Condominiums • Corporate© 2010, Educational Institute 3
  4. 4. Reservations Department Responsibilities • Handling direct reservation requests • Running the resort’s reservation system • Collecting and holding advance deposits • Processing individual and group reservations • Refunding deposits/reselling the spaces involved • Flagging exceptional issues • Referencing guest history files • Tracing occupancy by market segments and providing the resort’s executive committee with accurate rooms sales forecast information© 2010, Educational Institute 4
  5. 5. Sources of Advance Room Sales • In-house reservations services • Direct guest contacts • Central or corporate reservations systems • Resort’s sales staff • Non-affiliate central reservations systems • Travel agents/tour operators • Internet and automated reservations systems • Hotel representatives© 2010, Educational Institute 5
  6. 6. Types of Reservations • Guaranteed • Non-guaranteed • Confirmed© 2010, Educational Institute 6
  7. 7. Types of Guaranteed Reservations • Prepayment-guaranteed • Payment card–guaranteed • Advance deposit • Travel agent–guaranteed • Corporate© 2010, Educational Institute 7
  8. 8. Common CRS Sales Interfaces • Interactive travel services (ITS) • Central reservations centers • In-house reservations modules© 2010, Educational Institute 8
  9. 9. Advantages of Computerized Reservations • Facilitates rapid access to reservations records for modifications • Provides detailed guest information prior to registration • Establishes a monitoring file for pre-arrival transactions • Enhances subsequent registration and account creation procedures • Enables more reliable revenue and occupancy forecasting© 2010, Educational Institute 9
  10. 10. Three Elements of the Reservations Process 1. Reservation confirmation 2. Preparation of the guest folio (account) 3. Preparation of the guest history file© 2010, Educational Institute 10
  11. 11. Essential Reservation Information • Arrival date and time • Number of nights and departure date • Number of persons in the party • Accommodation type requested • Rate quoted • Identification of guest (name, address, etc.) • Reservation stipulation (non-guaranteed, guaranteed, or advance-deposit) • Special requests • Affiliation and discounts© 2010, Educational Institute 11
  12. 12. Uses for Guest History Files • Accounting follow-ups • Reservation and marketing follow-ups • Security follow-ups • ADA compliance • Personalized guest service© 2010, Educational Institute 12
  13. 13. Rooms Forecast Data • Number of individual guest arrivals/departures • Number of group arrivals/departures • Number of rooms that will be occupied • Number of reservations expected • Number of guests on each meal plan • Number of guests on inclusive package plans, by type© 2010, Educational Institute 13
  14. 14. Reception Center Functions • Reception • Registration • Rooming and related services; bell desk • Guest mail and messages; room key control • Processing of vouchers for charges/credits in each guest folio/account • Reviewing rooms revenue as part of the night audit • Information distribution—house counts, rooms occupied, etc.—to operating departments • Coordination with other departments • Assisting departing guests • Concierge services© 2010, Educational Institute 14
  15. 15. The Check-In Process • Greeting guests • Identification of guests • Verification and payment card imprint • Room assignment • Continuing guest service© 2010, Educational Institute 15
  16. 16. Common Guest Charges 1. Room charge, meal plan charges, sales tax, and room tax 2. Restaurant, room service, and bar checks signed by guests 3. Departmental vouchers for guest services 4. Departmental vouchers related to hotel payment cards used in recreation facilities on the resort grounds 5. Paid-out vouchers for services paid for by the hotel on behalf of the guest, cash advances to guests, and miscellaneous paid outs 6. Charge vouchers generated by usage of major payment cards© 2010, Educational Institute 16
  17. 17. Advantages of a PMS • Improved accuracy and efficiency of room sales, reservations, and accounting of revenues • Improved operational efficiency (elimination of repetitive tasks, current information readily accessible) • Improved guest service (accurate and fast dissemination of guest information) • Improved internal operational controls (standardization) • Improved internal efficiencies/elimination of outside service bureau costs • Improved ability to handle the logistics of multiple operations (timeshare, vacation club, and condotel rooms)© 2010, Educational Institute 17
  18. 18. PMS Capabilities/Uses • Managing room inventory • Handling reservations • Checking guests in • Assigning rooms • Accommodating in-house guest needs • Posting guest charges, making adjustments • Checking guests out • Handling all billing and accounting needs • Assisting sales and marketing • Handling back-of-the-house accounting activities • Generating standardized reports • Creating customized reports with built-in report writers© 2010, Educational Institute 18
  19. 19. Guest Relations • Pre-arrival mailings • All staff members are responsible • Moments of truth • In-room “expressions” from management (flowers, wine, etc.) • Concierges • Reservations issues • Damaged/lost guest property© 2010, Educational Institute 19
  20. 20. Recreation and Social Activities Personnel • Social director • Games instructor • Teen activities director • Children’s director/counselor • Entertainment director • Dance instructor • Music instructor • Artist-in-residence • Health and fitness expert • Directors or professionals of golf, tennis, etc.© 2010, Educational Institute 20
  21. 21. Typical Daytime Resort Recreational/Social Activities • Sports tournaments and competitions • Pool parties • Property tours • Local tours • Fashion shows • Arts and crafts demonstrations • Food demonstrations • Picnics or barbecues • Meal transfers among outlets within the resort© 2010, Educational Institute 21
  22. 22. Typical Evening Resort Recreational/Social Activities • Welcome receptions/farewell parties • Cocktail parties • Theme dinners • Dancing and dance exhibitions • Bingo • Movies • Musicales • Talent nights • Bridge tournaments© 2010, Educational Institute 22
  23. 23. Guest Services • Travel and transportation desk • Shops and offices • Concessions • Safe-deposit boxes • Packing and mailing service • Medical services© 2010, Educational Institute 23

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