Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Chapter 01 Managing Front Office Operations HOT 333
Similar to Chapter 01 Managing Front Office Operations HOT 333 (20)
More from Syed Qasim Anwar
More from Syed Qasim Anwar (20)
Recently uploaded
Recently uploaded (19)
Chapter 01 Managing Front Office Operations HOT 333
- 1. Managing Front Office SQA I HOT 333
- 2. The Lodging Industry The Hospitality Industry Classifying Hotels Classifying Guest Buying Influences on Travelers The Green Hotel
- 3. Henry Ford
- 5. The Hospitality Industry Travel & tourism industry consists of five parts Lodging operations Transportation services Food & beverage operations Retail stores Activities
- 6. The Lodging Industry Travel & tourism industry Hospitality industry Lodging Food & Beverage operations Institutional Food & Beverage Services
- 7. Hotels Classifications Size Target markets Levels of service Ownership & affiliation
- 8. Hotel Size Categories Under 150 rooms 150 to 299 rooms 300 to 600 rooms More than 600 rooms
- 9. Target Markets Marketing challenges for lodging property are: • “Who stays at our property?” • “Who else can we attract?” Target markets are distinctly defined groups of travelers that hotel seeks to retain or attract as guests
- 10. Types of Hotels, Market Segment Commercial hotels Airport hotels Suite hotels Extended-stay hotels Residential hotels Resort hotels Bed & breakfast hotels Vacation ownership & condominium hotels Casino hotels Conference centers Convention hotels Alternative lodging properties
- 11. Commercial Hotels Located in towns & cities Often located near train stations 1900-2000 Located in downtown or business districts Largest group of hotels Complimentary newspapers In-room coffee makers Free local calls Cable television, DVD players/DVDs, video games Personal computers, high- speed Internet access Ergonomic desks & chairs Fax machines Car rental arrangements, airport pick-up services Guest Amenities Twenty-four-hour food service Semi-formal dining rooms; cocktail lounges Conference rooms, guestroom suites, room service, banquet meal service Laundry/valet service Concierge service In-room refreshment centers Retail stores Pools, health clubs, tennis courts, saunas
- 12. Airport Hotels First airport hotels built in 1950s Airport hotels are built in major travel centers Wide variety of sizes & levels of service Many feature conference rooms Offer convenience, cost savings Target markets: business travelers, airline passengers with travel layovers/canceled flights & airline personnel
- 13. Suite Hotels Fast-growing segment of lodging industry Feature guestrooms with living room or parlor area & separate bedroom Some guestrooms include kitchenette Generally have fewer/more limited public areas than other hotels Target markets: people relocating to area, travelers who enjoy homelike accommodations; vacationing families, business professionals
- 14. Extended-Stay Hotels Similar to suite hotels Designed for travelers who stay five nights or longer Usually do not provide food, beverage, or uniformed/valet services Housekeeping services may not be provided on daily basis Homelike atmosphere Room rates often determined by length of guest’s stay
- 15. Residential Hotels Provide long-term or permanent accommodations in urban or suburban areas Located primarily in United States Declining in popularity; replaced in part by suite & condominium hotels Guest quarters generally include sitting room, bedroom & kitchenette In some states, guests who contract to live in residential hotel are considered tenants May provide some or all of services provided to guests in commercial hotels Restaurant/lounge may be located on premises
- 16. Resort Hotels Often chosen as destination or vacation spot Usually located in exotic location away from crowded residential areas Usually feature recreational facilities/activities & breathtaking scenery not typical of other hotels Usually provide extensive food & beverage, valet & room services Typically feature leisurely, relaxed atmosphere Strive to provide enjoyable guest experiences to encourage repeat business & word-of-mouth referrals Often employ social directors
- 17. Lifestyle Hotels Appeal to specific travelers who enjoy certain architecture, art, culture, special interests, & amenities Most major lodging companies have entered this market segment Reflect interests of their guests Usually have 100 to 250 guestrooms, with limited or no meeting space Food service varies from world-class to mid-range Building exterior, interior décor & guestroom design are all important to success of these hotels
- 18. Bed-and-Breakfast Hotels Sometimes called “B&Bs” Range from converted small houses to small commercial buildings with 20–30 guestrooms Owner usually lives on premises & serves as property manager Breakfast ranges from simple continental breakfast to full-course meal Most only offer lodging & limited food service Room prices tend to be lower than in full-service hotel
- 19. Vacation Ownership Hotels Sometimes referred to as timeshare or vacation-interval hotels People purchase ownership of accommodations for specific period of time (1-2 years) If owners do not stay during their time period, they can have hotel’s management company rent their units for them, receiving rental money after paying fees to management company for this service Owners can trade their ownership time with other owners in other locations Each unit has multiple owners
- 20. Condominium Hotels Similar to vacation ownership hotels Units in condominium hotels have only one owner, instead of multiple owners Owners tell management company when they want to occupy their units; company is free to rent unit for remainder of year Portion of rent from unit goes to unit’s owner
- 21. Casino Hotels Feature gambling facilities Guestrooms & F&B operations are often luxurious, but they are secondary to gambling operations Cater to leisure & vacation travelers Attract guests by promoting gaming & headliner entertainment Provide broad range of entertainment & recreation opportunities May offer charter flights for guests who plan to gamble Gambling activities may operate 24 hours a day, 365 days a year Some are very large, with several thousand guestrooms
- 22. Conference Centers Specifically designed to handle group meetings Provide all of services & equipment necessary for meeting’s success Often located outside metropolitan areas May provide extensive leisure activities
- 23. Convention Hotels This segment has grown significantly in recent years Often have thousands of guestrooms Can have 50,000 square feet or more of exhibit hall space, plus ballrooms & meeting rooms Offer variety of dining facilities Primarily directed toward business travelers with common interest Full line of business services are generally available for guests Host state, regional, national, & international meetings May book business up to ten years in advance
- 25. Levels of Service Tangibility of Service • Tangible Products with intangible service Quality Assurance • Controlling service variability Rating Services • Stars & Diamonds
- 26. Levels of Service World-class service • Luxurious, Full Service, Personalized Upscale • Amenities, Pools, Gym Mid-range service • Focused, Specific, Selected Services Economy & Budget • Basics, limited service
- 27. Ownership and Affiliation Independent hotels • Management contract • Franchise • Referral group Chain hotels
- 28. Classifying Guest Business Pleasure/leisure Group International
- 29. Business Travelers Historically, first & primary market for hotels More than 35 million people take business trips each year Business travelers average about five trips per year Business travelers account for significant portion of lodging demand Hotels design specific products & services for business travelers--meeting space, offices, secretarial/computer services, in-room safes, 24-hour room service, Internet access
- 30. Pleasure/Leisure Traveler Specialized resort travel Family pleasure travel Travel by elderly Travel by singles or couples Price- sensitive
- 31. Group Travelers Pleasure travel Institutional meetings/conventions Corporate/government meetings/ conventions Trade associations Management, sales meetings, new product introductions, training seminars, professional/technical, stockholder
- 32. International Travelers Different needs & expectations Language barriers Foreign-born employees can be helpful in serving these guests
- 33. Buying Influences on Travelers Satisfactory experiences with hotel Ads by hotel or chain Recommendations by family members & friends Hotel’s location Preconceptions of hotel based on its name or affiliation Travel management companies Ease of making reservations
- 34. Blogging and Social Networking Blogs publically accessible chronicles or personal diaries “B-blog” is blog dedicated to business or business segment Alternative blogs include discussion forums & e-mail exchanges Social networking sites facilitate interaction within online or virtual community Social networking sites allow individuals or groups to create personal profiles to share with others
- 35. The Green Hotel People increasingly interested in patronizing “green” hotels Government agencies, Association of Corporate Travel Executives seeking “green” hotels Initiatives include: reducing greenhouse gas emissions, recycling, organic gardening, capturing waste heat from power generators, using renewable energy sources & educating guests about environmental issues Green initiatives are in place worldwide LEED certification, Energy Star program Hotels engaged in energy, water, biodiversity & waste management programs Green meetings
- 36. ? Any Questions