What is a reservation?It is a booking in advance for a space for a specified period of time.E.g. Hotel ballroom, restaurant booking, airline seat, a theatre seat, a hotel guestroom, a doctor’s appointment.
IntroductionFrom a guest’s point of view, the most important outcome of the reservations process is having a guestroom ready and waiting when the guest arrives.To achieve these outcomes, the hotel must have efficient reservation procedures in place.Here are the reservation process activities:-
Reservation Activities• Conduct reservation inquiry.· Determine room and rate availability.· Create reservation record.· Confirm reservation record.· Maintain reservation record.· Produce reservation reports.· Research, plan, and monitor reservations.
Types of Reservations • 1. Guaranteed Reservation: Insures that the hotel will hold a room for the guest until a specific time of guest’s scheduled arrival date . • The guest must provide us a method of payment. • If the guest does not show up or cancel properly, the guest will be charged for one night accommodation. In order to guarantee a reservation, guests can choose one of the following methods:
Guaranteed ReservationsThe reservation can be guaranteed by• Prepayment· Credit card· Advance deposit• Travel agent voucher/miscellaneous charge order (MCO)· Corporate (direct billing account)
Non-guaranteed Reservation 2. Non-guaranteed Reservation: Insures that the hotel agrees to hold a room for the guest until a stated reservation cancellation hour (Usually 6 p.m.) on the day of arrival. It is common for hotels planning on full occupancy or nearing full occupancy to accept only guaranteed reservation once a specified number of expected arrivals is achieved.
Reservation Inquiry • Guests can communicate their reservation inquiries in person, over the telephone, via mail, through facsimile, telex, e-mail… • While getting a reservation inquiry, the reservation staff shall obtain the following guest-related information: • Guest’s name, address and telephone number • Company or travel agency name • Date of arrival and departure • Type and number of rooms requested
cont. Desired room rate Number of people in the group, if applicable Method of payment and/or guarantee Any other special requests • Most of the above mentioned information is used to create a reservation record.
The seven steps reservation sales process • 1. Greet the caller. ( thank you for calling Holiday inn. This is Mary speaking How can I help you today?) • 2. Identify caller’s need ( arrival date, departure date, preference ....) • 3. Provide an overview of the hotel’s feature ( number of restaurant, swimming pool ) • 4. Make a room recommendation and room rate. • 5. Ask for the sales ( Would you like me to book the reservation for you?
cont.• 6. Create a reservation record according to the hotel procedures.• 7. Thank the caller. Closing a call as warmly as opening a call, leaves the caller with a sense of confidence that they have made the correct decision.
Sources of Reservations • Central Reservation System · Global Distribution System · Intersell Agencies (for example flight centre) · Property Direct · Internet
Central Reservation System (CRS)A central (or computerised) reservation system that controls and maintains the reservations for several hotels in one location, and automatically redirects the reservation to the required hotel.
Central reservation systems • The majority of hotel groups belong to one or more Central Reservation Systems • • A central reservation system is composed of a central reservation office, member hotels connected together via communication devices, and potential guests. • It exchanges room availability information with members hotel. • • Central Reservation Office [CRO] offers its services via a 24-hours toll free telephone number(s) [Green Numbers].
continuedOn return, central reservation offices charges a fee for the utilization of its services which might take the form of a flat fee and a variable fee, or a flat percentage of potential room revenue, actual room revenue, and/or Rooms Division gross profit…
Global Distribution Systems•Computerized system by which reservation-relatedinformation is stored and retrieved for multipleorganizations.• Global Distribution Systems [GDS]⇒ System includingseveral Central Reservation Offices connected to eachother.• Selling hotel rooms is accomplished by connecting thehotel reservation system with the GDS system.• GDSs have become a powerful force in hotel reservation.
Property Direct Reservation System: Even though many of the five-star hotels rely heavily on central reservation offices and intersell agencies, some potential guests still find it convenient, and personal to call directly the hotel to communicate a reservation inquiry.
Property Direct ReservationsProperty direct reservations are made in a several ways· Telephone· Mail· Property-to-property· FAX· E-mail
Group BookingsTypes of groups Tour groups Conference/convention Charity groups (fund raising) Flight crews School groups Sporting groups
Reasons for TravelBusinessPleasureEducationFamilyReligiousSpecial events (e.g.Olympic Games)
Types of Market SourcesF.I.T. – free/fully independent travellerGroupCorporateGovernmentPackage
Room Rate Factors$ Location (CBD, Country)$ Hotel Rating (Star/Flag/Crown)Room attributes/aspectsHotel facilities$ Competition$ Time of year$ Intended client
Five steps to selling• Know your product• Know your guest• Match the guest to the best alternative• Be aware you are part of the sales team• Always sell the product before the price
Guest HistoryAssist with marketing strategiesEnsure future reservations are more efficientEnsure a quicker check-inEnsure guest’s needs are metAssist with check-out
History dataReservation formsRegistration cardsGuest folios on check-outHistory can be stored and maintained:ManuallyComputerised
CancellationRetrieve original reservationNote date and time cancellation receivedRecord contact name of person cancellingUpdate manual and computer recordsFile cancelled reservationApply cancellation fee as per hotel policyThank caller
Amendments Retrieve original reservation Note date and time amendment received Record contact name of person amending Update manual and computer records File amended reservation Thank caller
Departments concerned with reservationsreportHousekeepingTo enable accurate staff rosteringBudgeting, planning for refurbishment, ordering of suppliesFood and BeverageAs above
Departments concerned with reservationsreportMaintenanceTo enable accurate staff rosteringBudgeting, planning for refurbishment, ordering of suppliesConcierge/Porters/Front DeskAs above
Types of ReportsOccupancyArrivalsCancellationsSpecial requestsV.I.P.SBlack listsMarket SegmentsGuest history
Black List “Bad” debts (previous accounts remain unsettled) Malicious damage to hotel property Theft of hotel property Verbal/physical assault of staff members
Potential Reservation Problems• 3 main common problems that might be encountered:• 1) Errors in a reservation record:a. Record a wrong arrival or departure dateb. Misspell the guest’s name or reverse itc. Reserve for the caller instead of the guest
Potential Reservation Problems2) Misunderstandings due to industry jargon:Confirmed versus guaranteed reservationDouble room versus 2 bedsConnecting rooms versus adjacent rooms
Potential Reservation Problems3) Miscommunications with external reservation systems:Book a guest in the wrong hotelBook a guest in the wrong city [ex: Novotel, Melbourne versus Novotel, Sydney]