FRONT OFFICE MANAGEMENT
TOPIC –5
COMMUNICATIONS AND
GUEST SERVICES
5.0STRUCTURE
5.0Introduction
5.1 Front Office Communications
5.1.1 Types Of Front Office Communication
5.2 Interdepartmental Communications
5.3 Guest Services
5.3.1 How To Effectively Provide Guest Services
5.3.2 Various Forms Of Guest Services
5.4 Guest Relations
5.4.1 Tasks Of The Guest Relation Officer
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TOPIC
Communications
And
Guest Services
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LEARNING OUTCOMES
Upon completion of this topic, you should be able to:
1. Identify the concept of Front Office Communications and how to make
it more effective
2. Explain how the inter-departmental communications work
3. Categorise the various types and means of guest services
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5.0INTRODUCTION
“Communication is the key to success.”
The underlying needs for every hotel is an effective communication system
with the guests, departments, third party service providers, internal customers,
employees, and the management. Communication refers to the means by which
one can send their message across to the other effectively.
Communication in the hotel industry takes place through various means with
their stakeholders. Some of the means include:
• Face to Face Communications
This communication, also known as ‘Personal Communication’ refers to the
actual personal communication with the guests and other stakeholders of the
hotel. This is the most frequent means especially with the guest from his arrival
to the departure.
Face to face communication not only brings a personal touch to one’s interaction
with the other but also helps in resolving issues and problems faster. This is
due to the ability to express empathy and understand the opposite person’s
emotions.
The primary aspect of customer satisfaction of the guest is pertinent to how
well the hotel staff personally interacts with the guest.
• Telephonic Communications
This is the most widely used form of communications of the hotel staff with
each other and the guest. Telephonic communications are not only used for
reservations and sales agents to make safe and secure reservations but also to
coordinate effectively with the other departments.
Though, there is no face to face contact of the parties with each other; the
personal touch is maintained with the telephonic discussions. The voice agents
are subject to thorough training on how to interact courteously and warmly
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with the guests.
Telephonic Communications are also used in coordination with the front office
with the other departments to meet the needs and requirements of the guest,
making voice calls or wake up calls to the customer.
• Electronic Communications
This communication is slowly gaining popularity in the recent years. Hotels are
making use of the electronic medium to not only allow guests to reserve and
make bookings online but also to manage the entire hotel’s operations with
software like Hotel Management System or Property Management Systems.
Reservations can be made by Central Reservation Systems and Registrations
through self-check-in kiosks.
These electronic media allow hotels to keep track of their rates fluctuating
at various third party websites, own websites, provide pre-registration forms
online to the guests, maintain reservation records, prepare reports of no-shows/
cancellations/ arrival and departure/ pick-up and drop, etc. The software even
facilitates preparation of budgets and various other reports for the management
to make strategic plans.
5.1
FRONT OFFICE COMMUNICATIONS
The front office of the hotel also called the front of the house, reception or
front desk, performs many tasks. The front desk has got its name from the
correlation by which it directly deals and handles its tasks in front of the house
or the guest.
The communication of the front office commences with its interaction with
the guest at the time of reservation, inquiries of confirmation and thereafter.
It continues with communication with the various departments at the time of
pre-arrival till the actual check-out of the guest. A brief list of the different
tasks and communications handled by the front office include:
• Reservation
This step usually involves telephonic communication of the front office with
the guest for discussing the queries raised by the guest, checking the room
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availability with the reservation department and after that communicating the
confirmation.
Confirmation of the reservations involves the team to send emails and SMS
to intimate the booking or confirmation number while emailing the preregistration forms.
Figure 5.1 Receptionist And Guests At Hotel
• Pre-Arrival Stage
The pre-arrival stage involves the front office to communicate the pick-up and
pre-arrival requirements to the other departments. This is usually done by way
of electronic reports prepared and circulated or telephonic communication. The
requirements are communicated to the concierge for pickup arrangements,
housekeeping department for preparing the rooms as per the guest’s requests.
The catering or bakery department may be contacted in the event of a special
occasion for the provision of cakes in the room, prior to the guest’s arrival.
• Arrival/ Departure Stage
At these stages, the front office interacts with the guest on a face to face level
while coordinating personally with the required departments like guest services,
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account departments, food and beverages or bell boys to undertake their tasks.
• Occupancy
Most of the communications take place during this stage. It involves the
front office to coordinate telephonically with the guest and with the hotel
departments so as to meet their needs
5.1.1 Types Of Front Office Communication
In addition to the above mediums of communication, others adopted by the
front office like memorandums, face to face conversations, interdepartmental
exchanges of guest related information are communicated through various
electronic media. Other communication modes include guest registers, log
books, information and telephone directories, mail, facsimile and telephone
procedures.
Figure 5.2 Hotel Guest Book
Log and Guest Book
The front desk typically keeps a log book or guest book, which ensures that
the staff is aware of important events and decisions that have occurred during
the previous shift so they may act accordingly while knowing the details of
the guests logged in. A log book is a daily journal that may include unusual
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or dramatic events, guest complaints, grievances or requests, and other events.
Every front desk agent records these incidents in the log book, all through
their shift and prior to the beginning of a shift. The front desk supervisor and
agents initial and review the log, and ensure they pay particular attention to
any activities, problems, grievances or situations that may require immediate
action during their shift. The log book is also used by the management to
understand the activity of the front desk and any ongoing issues.
The information directory
The information directory is also a tool for the front desk to communicate to
the guests and answer questions that they might ask, such as local restaurant
recommendations, transportation, car hires, directions to local shopping,
sightseeing sites, places of worship, banks, ATMs, cinemas and stadium.
Information about hotel policies such as check-out time and billing settlement,
and hotel facilities or recreational facilities near the hotel are other areas of
interest. Information that is not available in the directory may be included by
the front desk agent. In some hotels information, desks and counters are also
available.
Display Boards
Also, the front desk may guide the guests to the reader board of the daily
events that might be posted on a notice board or viewed through a television
system. A business hotel may also have a group resumé book at the front
desk which summarises all of the group’s activities, key attendees and guests,
recreational and management arrangements, arrival and departure, billing
instructions and other key information. Hotels even display the currency buy
and sell rates and latest offers, if any, at their hotel.
Hotel display boards are also set up at entrances or in the lobby during an
event, running in the hotel such as wedding or meetings, to communicate the
location where such event is happening. These may be displayed on a board
or electronic screens.
Emails and Packages
The front desk manages the deliveries and packages for the registered guests.
Procedures for handling the mail and packages may vary from hotel to hotel
and guest to guest but usually it includes a time-stamp of verification of all the
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guest emails when it arrives for guests who are registered with the hotel. Post
the verification, guests are notified. Guest mail that is not picked up or has
come for an already checked-out guest is returned to its sender or a forwarding
address if provided.
Guests may also receive letters, express packages, and other registered mail
that require their signature. At times, the front desk agent may sign on behalf
of the guest and collect the mail. These details are recorded in the mail delivery
records at the front office. These emails also require the guest’s signature in the
book at the time of collection or delivery. Packages too are handled as mail. If
the package is too large to store or keep at the front desk, it is stored in the
secure or storage room. The package and its location are recorded in the front
office mail signature book.
Telecommunications
A hotel front office provides various telecommunication services for its guests
that include telephones, facsimile, voice mailboxes, wake-up services, email
and inter-room transfers and callings. Most hotels offer in-room local and longdistance call services all through the day.
Telephone systems are nowadays programmed to turn automatically on, the
guest room message light when the guest is away or not available in the room,
and a call from the front office is received. Voice mailboxes are common in
most hotels and are devices that can record messages for guests. For example,
a caller wishing to leave a message for a guest simply speaks into the phone
before the beep and his or her message gets recorded by the voice mailbox
system. To retrieve the message, the guest has to dial a special telephone
number that connects to the voice mailbox. A key advantage of the voice mail
is that the message is recorded in the caller’s voice. This is important especially
when the caller does not speak the local language. This system also allows
several guests to receive many messages at the same time, thereby freeing the
hotel telephone operator(s) for other duties.
Facsimile
Facsimiles are another form of communication handled by the front office,
which is mainly used by business travellers. Many of these guests await
important documents; the front office staff needs to handle it with care. Bell
boys should be immediately called to deliver the documents received, to the
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guests. The front office maintains a fax log for tracking purposes.
Wake-up services
Wake-up services are a key communication and guest satisfying service.
Usually, the hotel’s property management system can be programmed to
receive and place calls and play a recorded wake-up message while waking
up the guest. However, in many hotels front desk agents still prefer to make
and place wake-up calls personally.
Email services
Many hotel guests have e-mail capability or free internet access during their
stay and thus will want to send and receive e-mails. Hotels even provide
sufficient telecommunication configuration in the rooms so guests can plug
their phone or laptop chargers so that they can avail these services.
DID YOU KNOW:
Hotels have started including TDDs in their guest rooms to allow guests
with hearing and/or speech impairment to place or conduct calls. Guests can
request for such facilities at the time of reservations. Front desks usually
maintain a TDD device to handle in-house calls from hearing or speech
impaired guests. .
5.2INTERDEPARTMENTAL
COMMUNICATIONS
To ensure the successful running of the hotel, the relationship between the
front office manager and the other departments and employees is vital. This
enables the departments to gather information for serving their guests better.
Developing positive and personal relationships with the guests is part of the
communication process but it cannot be relied on, to ensure that accurate
information has been passed on. Thus, it is critical for the hotels to develop
a successful interdepartmental relationship. The centre point starts from the
front office that passes communication to the various departments such as
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housekeeping, room service, food and beverages, salon and spa, laundry,
concierge, and security.
Smooth flow of information between the above departments not only gives
direction to the staff but also enables provision of better hospitality to the
guests in the form of clean rooms, properly operating equipment, safety and
security, good food and beverages, efficient service, professional and caring
organisation, and efficient delivery of service. These objectives help the
departmental heads organise their operations well and meet the overall goal
of delivering immaculate hospitality to the guests. Constant efforts and training
are required to handle these requirements effectively.
Various reasons are necessary for maintaining efficient interdepartmental
communication in hotels. Some of the reasons are listed below:
• Production
Hotels are required to place orders for various products such as room furniture,
fixtures, toiletries, crockery, and so on, to smoothly run its operations.
If interdepartmental communication breaks down, they stand to lose a
considerable sum of money. If a hotel’s sales department ramps up sales by
introducing various promotions and packages and fails to communicate the
increased demand to the purchasing department, the hotel can lose immense
business as frustrated and unhappy customers may look elsewhere for meeting
their requirements. Similarly, a slowdown in actual sales or forecasts that are
not communicated well within the organisation can leave the hotel with a large
amount of inventory that may end up obsolete.
• Sales
Sales and reservation agents play a critical role in releasing and communicating
information to the customers. Interdepartmental communication problems that
affect the flow of information to the sales and reservation team may leave some
agents unable to secure a reservation or even answer the customer’s questions
correctly. Failing to communicate new services or packages can result in missed
sales and revenue opportunities while unconfident and miscommunicated
details to the customers may leave a negative impression on a potential client.
• Debtors and Creditors
Communication issues with the accounting department can leave various bills
unpaid or have uncollected revenue. Purchase departments place orders for
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the acquisition of hotel inventories and various other service and revenue
departments include services availed by the guest on a financial transaction
basis.
Incorrect or non-communication of the same to the accounting
department can leave bills unpaid and damage the hotel’s credit rating and
reputation. When the hotel makes a sale or provides services to the guest,
without properly communicating this new revenue to the billing and accounts
department, it can result in revenue losses.
• Customer Service
The success of a hotel is dependent on efficient services provided by each
department. Effective communication between each department is a crucial
issue in keeping customers satisfied. Every relevant department should be well
aware of the client’s requirements and the hotel’s facilities and new offerings
to ensure customer service. Non-provision of this may leave the customers
frustrated when their questions are unanswered and needs not met. Also,
customer service or sales representatives unfamiliar with the offerings or
unaware of how to get the work done may spread incorrect information that
aggravates the problems that customers may already have. Customer service is
the primary goal of the hotel industry, and depriving guests of this can result
in poor reviews, continuous complaints, refund requests and poor customer
loyalty.
Solutions to the Problems
Interdepartmental communication plays a vital role in hotels as discussed
above; hence there is a need to better this process.
• Traditional and electronic communication solutions can help the hotel
management to improve the interdepartmental communication efficiency.
• Physical bulletin and notice boards, or electronic televisions with the latest
updates in the hotel publicly displayed can keep one well informed.
• Online forums and intranet websites can assist in increasing the flow of
information between departments.
• Also, hotel newsletters and other routine announcements create a medium
for communication between departments.
• Regular meetings and training can ensure employees receive and understand
vital messages while knowing how to communicate the same.
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TRUE OR FALSE
• Interdepartmental communication is not as vital as front office
communication = TRUE or FALSE
• The accounts and catering departments are not linked to interdepartmental
communications = TRUE or FALSE
• Interdepartmental communication directly impacts the guest = TRUE or
FALSE
5.3 GUEST SERVICES
Provision of guest services and ensuring immaculate customer service is the
heart of every hotel. Many hotels have a separate guest services desk or counter
that meets these requirements. In the event of non-provision of the same, it is
the responsibility of the front desk to meet these guest needs.
Guest services refer to service delivery to guests which may be in the form of
information or supplies/ material requirements. It is the ultimate aim of hotels
to exceed the guest’s expectations and build customer loyalty.
Hence, various aspects are considered by the hotel staff to provide the best of
guest services:
• Focus on serving the guest in the most efficient manner.
• The service provided should be consistent and meet the guest’s expectations
every time.
• Customers should be treated with good quality and right value
• Employees and hotel staff should be knowledgeable about the services
provided by the hotel.
• There should be continuous training and discussions to improve the
services.
• Everlasting support should be provided by the management to better the
service.
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5.3.1
How To Effectively Provide Guest Services
The management organises training and gives advice to provide effective guest
services to the clients. Some of the steps that can be implemented are listed
below:
Listen attentively
The success of every communication commences from attentively listening
to the customer and understanding their problems and difficulties. The staff
should empathise with the guests and express their feelings while conveying
that the satisfaction of the guests is their purpose.
Exceed guest’s expectations
The main aim of a hotel staff is not only to meet the guest’s expectations but
exceed them. Exceeding the expectations builds customer loyalty.
Consider the guest as the primary purpose of the job
Hotels fall, under, the umbrella of the Customer Service industry, hence the
ultimate aim of the hotel staff should be that every staff member works with
the zeal to serve their guests better and ensure a delightful stay for them.
Have adequate knowledge of the products and services
An unclear image and understanding of the hotel’s offerings and services leaves
a negative impact on the hotel and the level of its commitment in serving the
guests. Hence, it is critical that every staff member be aware of the hotel and
its facilities.
Be professional
A lacklustre and casual outlook and demeanour can give the customer a laid
back impression of the hotel. Hence, it is imperative that the hotel maintain
high professionalism while being well-groomed and warm to its guests.
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5.3.2
Various Forms Of Guest Services
Services that a hotel provides to its guests are categorised in the following
manner:
• Assistance Service
This involves the hotel staff providing basic assistance to the guests.
For example, recommendations for a healthy dish or assistance on the best
route to reach a particular sightseeing site.
• Repair Service
The service to repair any particular equipment forming part of the guest’s
room is provided by the staff For example, repairing the thermostat to adjust
the temperature of the room or repairing the plumbing services in case of any
unexpected leakages.
• Value added services
The following services are provided to customers and especially to patrons as
a way of pleasing them and retaining their loyalty • Complimentary room upgrades
• Complimentary breakfast or meal vouchers or F&B discounts
From the above, we can decipher that the services provided by the hotel are
split into tangible and intangible services. Intangibles refer to services that are
not material such as advice or assistance whereas, tangible services are material
in nature such as vouchers and can be touched.
FILL IN THE BLANKS
• Guest Services are divided into assistance, __________________ and
________________
• The forms of guest services are tangibles such as ________________ and
__________________ which may be in the form of recommendations
provided.
• The aim of the hotel staff is not only to meet the expectations but to
______________ it.
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5.4
GUEST RELATIONS
The Guest Relations Officer is the ‘one spot point’ in every hotel for the guests
and acts as an intermediary between the guest and the management.
It is the point where all the guests’ complaints /problems /queries/ grievances
and issues are solved promptly, professionally and efficiently to meet the guest’s
satisfaction and requirements. The Guest Relation Officers are representative of
the hotel and they are the coordinators with the management.
A Guest Relation Officer is expected to have the following qualities to meet
successfully the customer’s expectations
• Self-Discipline
• Courteous
• Punctual
• Caring
• Communicative
• Attentive
• Alert
• Well spoken
• Professional
• Positive
• Warm
• Helpful
• Interactive
• Honest
• Well groomed
• Team Player
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5.4.1
Tasks Of The Guest Relation Officer
• Provide Personal Recognition to Every Guest: Guests feel a sense of
privilege and importance if they are recognised. It gives a special personal
touch to the guest relationship. GROs are expected to remember the guest’s
names after interacting with them twice.
• Meeting and greeting guests at the time of arrival and departure: This is
one of the major tasks of the GROs and it is required of them to give the
maximum warmth and courtesy at the first meeting and even at the time
of farewell.This leaves a lasting impression on the customer that the hotel
staff is friendly, courteous, and helpful.
• Conducts room check-ins and allotment of rooms: The GRO conducts and
handles the check-in procedures for VIP guests and important persons.
These guests feel respected and honoured when higher staff members greet
and look after their needs. GROs also build relationships by accompanying
these guests to their rooms at the time of room allotments.
• Assist in Incentives Program: The GRO’s responsibility involves preparation,
handling requests and needs of the Presidential Suite, and VIP customers.
• Other Responsibilities: The GRO handles other responsibilities such as
reviewing and familiarising himself with the current arrival lists. He plans
for unexpected walk-ins, handles the grievances of the customers, makes
his presence felt in the lobby, coordinates with the management, reports
activities in the log book, promotes the hotel’s facilities, to name a few .
CHECK YOUR PROGRESS
List out the activities and responsibilities of the Guest Relation Officer. Discuss
the same with your friends.
SUMMARY
• The Front Office communicates to the guests in various forms including
but not limited to emails, telephones, SMS, wake-up calls.
• The front desk also displays boards, visual television displays showcasing
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the hotel’s daily events, handles emails and packages for the guests,
facsimiles, wake-up and voice mails.
• Interdepartmental communication is critical for the survival of the hotel
industry. Poor communications not only reduces customer loyalty but also
increases costs and lowers revenues.
• Each department plays a vital role in the success of the hotel from the food
and beverages to catering, banquets, housekeeping, concierges, front office.
• Guest services aim to exceed customers’ expectations and not just to meet
them. They may be in the form of tangible or intangible services.
• Guest services are categorised in the form of assistance services, repair and
value-added services.
• To provide efficient guest services, the hotel staff undergoes training and
regular meetings to better their performance and improve their quality that
makes their job worthwhile and effective.
• Guest Relation Officer is the one point stop for the management and guest.
They handle the important delegates and VIP guests while adding value to
the hotel’s customer services.
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KEY TERMS
Guest Relation Officers
Front office
Guest Services
Communications
Customer Service
Interdepartmental communications
Qualities
Telecommunications
Efficiency
Mails
One Stop Point
Wake-up calls
Registered packages
Guest log books
VIP guests
Facsimile
Intangible services
Tangible services
Repair services
Assistance Services
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Value added services
Customer Expectations
Hotel Management
Guests
Display boards
Seminars
Production
Solutions
Problems and Grievances
Satisfaction
EXERCISE
Short Answer Questions
1. Write a brief note on the responsibilities of the Guest Relation Officer.
2. Summarise the need for good front office communications.
3. Evaluate the need for effective interdepartmental communications.
Long Answer Questions
1. Estimate the qualities of good guest service?
2. Write a note on the various types of Guest Services offered by hotels.
3. Discuss how a Guest Relation Officer should better his customer’s
expectations?
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