Week (1) part one
Introduction to Hospitality/Front Office
Welcome to the Hospitality
Industry
Week (1)
Introduction to Hospitality/Front Office
After Reading and Studying This Chapter, You Should Be
Able to:
 Describe the characteristics of the hospitality
industry
 Discuss why service has become such an important
facet of the hospitality industry
 Suggest ways to improve service
 Profitability of the hotel
Introduction to Hospitality/Front Office
Basic Characteristics of hospitality industry
 The hospitality industry is part of the travel and tourism
industry.
 One goal in common: to provide necessary or desired
products and services to travellers.
 The hospitality industry consists of Accommodation
and food and beverage services.
Introduction to Hospitality/Front Office
continued.
 Travel and tourism is one of the largest industries in the
world.
 The hospitality industry is a fascinating and ever-changing
field.
 Many concepts and innovations developed by the
hospitality industry have found their way to others fields
such as management, customer services, accounting,
leadership skills and food and beverage operations.
Introduction to Hospitality/Front Office
Travel and
Tourism
Industry
Accommodation
Transportation
F&B Operation
Introduction to Hospitality/Front Office
Retail Stores
Activities
Accommodation as Part of the Travel and
Tourism/Hospitality Industry
 Travel and Tourism Industry: All businesses that
cater to the needs of the traveling public.
 Hospitality Industry: Refers primarily to
businesses that provide accommodations and
foodservices for people when they are away from
their homes.
Introduction to Hospitality/Front Office
Accommodation is Part of the Travel and
Tourism/Hospitality Industry

Hospitality Industry includes:
–
–
–
Accommodations
Food and beverage services
Other hospitality operations
Introduction to Hospitality/Front Office
The Pineapple Tradition
 Symbol of welcome, friendship and
hospitality
 Recognized internationally
 Foundation for concept of
“SERVICE”
Introduction to Hospitality/Front Office
Scope of Hospitality and Tourism Industry
 Travel
 Meetings, Conventions and
Air
Cruise
Rail
Coach
Auto
Ecotourism
 Lodging
 Hotels
 Motels
Expositions
 Restaurants
 Managed services
 Recreation
 Gaming
 Attractions
 Parks
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
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


 Recreation
Introduction to Hospitality/Front Office
Cruise attendants
Introduction to Hospitality/Front Office
Airlines crews
Introduction to Hospitality/Front Office
Rail Attendants
Introduction to Hospitality/Front Office
Events and conventions
Introduction to Hospitality/Front Office
Scope of the Hospitality-Tourism Industry
Introduction to Hospitality/Front Office
Characteristics of the Hospitality
Industry
 Product is intangible and perishable
 No such thing as business hours
 Hospitality operations run on a 24 hour basis all year
round
 Characterized by shift work
Introduction to Hospitality/Front Office
Hospitality and Tourism
 Largest and fastest growing industries
 Common dynamics
 Delivery of services and products
 Customer and guest impressions are critical
 Fascinating and ever-changing field
 Can be very rewarding ( have found their way to other
fields)
Introduction to Hospitality/Front Office
“Seven Deadly Sins of Service”
1.
2.
3.
4.
5.
6.
7.
Apathy (absence of passion)
Brush-off (To ignore or behave coldly
toward;
Coldness
Condescension (lack of respect)
Robotics
Rule book
Runaround (form of evasive excuses )
Introduction to Hospitality/Front Office
For Success in Service We Need to:
 Focus on the guest
 Understand the role of the guest-contact employee
 Weave a service culture into education and training
systems
 Thrive on change
Introduction to Hospitality/Front Office
Week (1)
Introduction to Hospitality/Front Office
Competencies for
The Hospitality Industry
On completion of this unit the student will able to:
1. Classify hotels in terms of the major target markets
attracted to the features and benefits they
offer.
2. Classify hotels in terms of the level of service they
provide for guests.
3. Identify the advantages and disadvantages of different
types of hotel ownership and affiliation.
Introduction to Hospitality/Front Office
Competencies for
The Lodging Industry
4. Identify factors that affect travelers’ buying decisions and
describe what hotels can do to reward loyal guests.
5. Describe characteristics of the business, leisure, and group
travel markets.
Introduction to Hospitality/Front Office
Type of accommodation
 It is very important to be aware of all the different types
of establishments offering accommodation within the
Hospitality Industry.
 Rating of the Hotel: ( Rating from AAA Tourism)
Australian Automobile Association (NRMA) and
Australian Hotel Association.
 5 star : Establishment of international standard
offering 24 hour in room dining, florist, gift shop,
swimming pool, gym and day spa, turndown service and
fully licensed with public bar and bottles shop.
Introduction to Hospitality/Front Office
AAA Tourism
 AAA Tourism was set up in 1999 as the national
tourism body of Australia's Auto Clubs (NRMA, RACV,
RACQ, RAA, RAC, RACT, AANT).
In 2009, AAA Tourism formed the Club Tourism
Publishing partnership with the New Zealand
equivalent, AA Travel, to share ideas and technologies
and to target each country's largest source of
international visitors.
 The partnership now combines Australia's 6.5 million
Auto Club members with New Zealand's 1.2, totalling
7.7 million.
 On behalf of the Auto Clubs, AAA Tourism:
Cont.
 Manages the Australian STAR Rating Scheme,
certifying STAR Ratings to approximately 10,000
properties across Australia and Fiji
 Publishes a suite of 11 guides including the national
Accommodation Guide, national Tourist Park Guide,
seven individual State guides, Boutique
Accommodation Guide and a NZ distributed guide
 Provides comprehensive online accommodation and
travel information via the AAA Tourism and Auto Club
websites
 The STARS are registered Certification Trade Marks of
AAA Tourism Pty Ltd.
 STAR Ratings Australia, the division of AAA Tourism
managing the Australian STAR Rating Scheme, is a
Registered ISO 9001:2000 Quality Management
System.
cont.
 4 star : Exceptionally well appointed establishment with
restaurant and room service from0700-2300- porter
available.
 3 star : limited service, offer basic needs for the guests.
Introduction to Hospitality/Front Office
Types of Accommodation Venue
Accommodation
Hotel
Motels
Resorts
Time Share
Hotels
Condominiums
Conference
Centres
Caravan Parks
Convention
hotels
Introduction to Hospitality/Front Office
Identify guests and target markets
• Hotel or Inn: An establishment whose primary business is
providing lodging facilities for the general public and fully
licensed with public Bar and bottle shops for general public
as well.
• Motel: It is a lodging facility that caters primarily to guests
arriving by automobile.
• Target Markets: Groups of people that the hotel hopes to
retain or attract as guests who have been identified as
potential customers.
• Market Segmentation: to define or identify smaller, distinct
groups or “segments” within larger target markets who share
similar traits, needs and wants
Introduction to Hospitality/Front Office
Cont.
 Guest: are the customers of the hospitality industry.
The are the people who pay for the services and
facilities provided by hospitality establishments.
 Inbound visitor: A visitor travelling to Australia whose
main place of residence is outside Australia.
Four General ways of classifying hotel
Hotels are classified by :
 1. Hotel size
 2. Target markets
 3. Levels of Service
 4. Ownership and affiliation.
Introduction to Hospitality/Front Office
Types of Hotels
·
Commercial hotels/corporate hotels
·
Airport hotels
·
Suite hotels
·
Extended stay hotels
·
Residential hotels
·
Resort hotels
Introduction to Hospitality/Front Office
Types of Hotels (continued)
· Bed and breakfast hotels
· Vacation ownership and condominium hotels
· Casino hotels
· Convention hotels
· Alternative lodging properties
Introduction to Hospitality/Front Office
Hotels
 Commercial
/corporate Hotels
Located in downtown or
business districts- area
that are convenient and of
interest to their target
markets.
Guest amenities at
commercial hotels may
include complimentary
newspapers, cable
television, swimming
pool, health club, high
speed internet access.
Introduction to Hospitality/Front Office
Airport hotels
Located near the airportsespecially international
airports.
Target Market: airline
passengers, cancelled
flight, airline personnel.
Hotel-owned courtesy vans
transport guests between
the hotel and the airport.
Corporate hotel
Introduction to Hospitality/Front Office
Corporate hotel
Introduction to Hospitality/Front Office
Airport Hotel
Introduction to Hospitality/Front Office
Hotels ( continued)
Suite Hotels
Suite hotels are among the
newest and fastest-growing
segments of the lodging
industry.
These suite hotels feature
guestrooms with a living
room and separate
bedroom. Some guest suites
includes a compact
kitchenette with fridge and
mini bar.
Target Market: Professionals
such lawyers, accountants
 Resorts Hotels
 Resort hotels are located in
the mountains, on an island
or exotic location away from
crowded residential areas.
 More leisurely, relaxed
atmosphere
 Resort hotels provide
Introduction to Hospitality/Front Office
special activities such as
golf, sailing, skiing.
Resort Hotel
Introduction to Hospitality/Front Office
Hotels ( continued)
 Vacation ownership
hotel/time share hotel
 Individuals who purchase
the ownership of
accommodation for a
specific period of timeusually one or two weeks
a year.
 These owners then
occupy the unit.
 These hotels are
becoming popular in
resort areas.
 Casino Hotels
 Hotel with gambling
facilities.
 Casino hotels attract
guests by promoting
gaming and provide a
broad range of
entertainment activities.
 Some casino hotels are
very large, housing as
many as 4,000
guestrooms
Introduction to Hospitality/Front Office
Casino Hotel
Introduction to Hospitality/Front Office
Serviced Apartments
Introduction to Hospitality/Front Office
Extended Stay Hotel
Introduction to Hospitality/Front Office
Extended Stay Hotels gives you the choice of budget studios for
business travel, relocation, temporary housing or vacations as well as
suites for daily and weekly rentals. Free yourself from the confines
of your average hotel room. Every suite has a kitchen so you can
cook and eat on your own schedule. Spend more time relaxing and
less money on your next trip for business or leisure.
When should you consider long-term studio suite accommodations?
Working on an extended project away from home
Going away on a budget vacation and still prefer to have a
kitchen and access to laundry
Remodelling or buying a home
Relocating to a new job
Visiting relatives
Introduction to Hospitality/Front Office
Levels of Service
•
•
•
•
There are three levels of service:
World-Class Service
Mid-Range service
Economy/limited Service
Introduction to Hospitality/Front Office
World-class Service
 World-class service –sometimes called luxury
service.
 Attract top business executives, entertainment
celebrities, high-ranking political figures and
wealthy clientele.
 Oversized guestrooms, supply heated towels and
floor and selection of refreshment centers, and
more expensive furnishings, décor and artworks in
the guest-rooms.
 Housekeeping provide twice daily service a day
(turn down service and daily cleaning service)
Introduction to Hospitality/Front Office
World-class service (continued)
 World-class hotels stress personalised guest services
and maintain high ratio of staff members to guests.
 In some world-class hotels certain floors are
designated as executive floor and offer luxury
services.
 Executive floors contain private lounge, and offered
special complimentary food and beverage services.
Introduction to Hospitality/Front Office
Mid-Range Service
 Mid-range service hotels attract the largest
segment of the travelling public.
 The service is modest and sufficient.
 The guests who stay in the mid-range service
hotels are business people, individual travellers
and families.
Introduction to Hospitality/Front Office
Economy/limited service
 These properties provides clean, comfortable and
inexpensive rooms and meet the basic needs of
guests.
 Economy service hotels attract budget-minded
travellers, tour groups, families with children and
group of conventioneers.
Introduction to Hospitality/Front Office
Ownership and Affiliation Categories
· Independent Hotels
· Chain Hotels
· Management Contract
 Franchise
 Referral Group
Introduction to Hospitality/Front Office
Independent Hotels
 Independent hotels have no relationship to other hotels
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regarding policies, procedures, marketing or financial
obligations.
For example
An Independent property is a family owned and operated hotel
that is not required to conform to any corporate policy or
procedure.
Its unique advantage is autonomy and flexibility.
Independent hotel can quickly adapt to changing market
conditioning.
Disadvantages are: unable volume purchasing, and broad
advertising
Introduction to Hospitality/Front Office
Chain hotels
 Chain ownership imposes certain standards, rules, policies and
procedures.
 Some chains have strong control over the architecture,
management and standards.
 Advantage: Advertising, purchasing and marketing.
 A chain is classified as operating under a management contract
or franchise or referral group.
Introduction to Hospitality/Front Office
Management contracts
 Management companies are organisation that operate
properties owned by other. In other word, management
company is hired to run a hotel.
 Management contracting a a means of expanding a hotel
company’s operations with far less investment.
 Advantage: Expertise in operations, financial management,
staffing, marketing and reservation services.
Introduction to Hospitality/Front Office
Franchise and referral groups
 Franchising is selling the right to conduct a business.
 Franchisor offers the quality of product and develop
standards for design, décor, equipment and operating
procedures.
 Some of the best known U.S hotels belong to franchise
and referral groups.
 For example, Four points hotels by Sheraton are
franchises.
 Advantage: Volume purchase, amenities, linen and towels.
Etc.
Introduction to Hospitality/Front Office
Referral group
 A group of independent hotels that have banded together for
their common good.
 Hotels within the group refer their departing guests or those
guests they cannot accommodate to other properties in the
referral group.
Introduction to Hospitality/Front Office
Categories of
Guests
· Business
· Pleasure
· Group
Business Travelers: Those who travel
primarily for business reasons.
Leisure Travelers: Those who travel primarily
for personal reasons; these guests use private
funds for travel expenses and are often sensitive to
the prices charged.
Introduction to Hospitality/Front Office
Business Travel
 The business travel market is important to many lodging
properties.
 Business travellers were first and primary markets for hotels
dating back to many years.
 Regular business travel is an important source of business for
many lodging properties.
Introduction to Hospitality/Front Office
Pleasure/leisure Travel
 Pleasure travel is also very important.
 Pleasure travellers are the most difficult to understand.
 Business travellers consider the cost of travel is a necessary
expense but pleasure travellers are price-sensitive.
Introduction to Hospitality/Front Office
Group travel
 Two kinds of group:
 An organised tours, travel for pleasure
 Business related group to attend meeting or
conventions
Introduction to Hospitality/Front Office
Hotel Revenue Sources
 Guest Rooms
 Meeting/Function Space
 Outlets/Food and Beverage outlets
 Why is this relationship so important?
Introduction to Hospitality/Front Office
What influences repeat business?
 Many guests say that the most important factors that
bring them back to a hotel are:
 1. the quality of services
 2. the property’s overall cleanliness and appearance.
 3. Good service is good business
Introduction to Hospitality/Front Office
What influences repeat business? (cont.)
 Many things affect a guest’s selection of overnight
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accommodation.
Buying influences include:
Satisfactory experiences with a hotel.
Advertisement by hotel or a chain organisation.
Recommendation by others.
Hotel’s location.
Public relations activities.
Direct mail communication.
Travel agent’s negotiating power on room rate to
control travel expenses.
Introduction to Hospitality/Front Office