FRONT OFFICE MANAGEMENT
TOPIC –2
FRONT OFFICE OPERATIONS
2.0STRUCTURE
2.0Introduction
2.1 The Guest Cycle
2.2 Front Office System
2.3 Front Office Processes
2.4 Front Office Processes
2.5 Telecommunications
2.6 Property Management Systems
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Front Office
Operations
LEARNING OUTCOMES
Upon completion of this topic, you should be able to:
1.
2.
3.
4.
5.
Categorise the different stages of the guest cycle in a hotel
Identify the Front Office System
Describe the various Front Office processes and procedures
Define the Front Desk and its uses
Explain the term telecommunications and its purpose in the Hotel
Industry
6. Summarise the benefits of the PMS software used in Hotels
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Front Office Operations
2.0INTRODUCTION
The front office, besides being the most visible department in a hotel is also
the central point of all the hotel’s operations. The front desk or office usually
occupies a prominent place in the hotel’s lobby. It is also the main point of
contact for all the guests. The front office is the place where guests come
to register, to receive their rooms, inquire about the services available at the
hotel and their facilities. Guests can even get information about the city or the
surrounding area at the front office.
More often than not the front office is the only contact guests have with the
hotel; it is imperative that the staff members of the front office are organized,
polite, competent, well-spoken, and courteous. This front desk often serves as
the focal point for guest requests with regards to housekeeping, engineering,
restaurants, concierge and other information.
Other services offered by a hotel’s front office includes handling guest and
house mail, concierge and messaging services for the guest, and arrival and
departure of the guest from the hotel. Front office cashiers take care of the
charges and payments incurred by guests to the respective guest accounts, all
of which are later confirmed and cross-verified during the front office auditing
procedure. Front desk personnel also verify outstanding accounts receivable
and create and formulate daily reports for management.
Some of the functions handled by the front office include • Sale of guest rooms and making reservations for the future
• Registration and Assignment of rooms to the guests
• Coordination of guest services and interdepartmental functions such as
housekeeping, food and beverages, stores, spas salons, banquets
• Provision of information required by the guests about the city, sightseeing
locations
• Maintenance of room status information accurately
• Management of all the guest accounts and credit limits stipulated on the
credit cards provided by the guests
• Production of the guest account statements for the guests’ records at the
time of settlement
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• Completion of guest departure formalities and final settlement procedures.
Thus, a hotel’s Front Office is tasked with managing the above functions and
handling the place where guests first come in contact with the hotel and its
staff. In simple words, the Front Office is the area of the hotel where guests
form their first and last impressions regarding the hotel. Thus, it is essential
that the Front Office Manager works hard to create a pleasant experience for
guests to ensure their return to the hotel, as a single poor experience can
hamper the customer’s impression and prevent him or her from returning to
the hotel or its chain of hotels.
2.1
THE GUEST CYCLE
The stay of a guest undergoes a defined guest cycle that is critical for the hotel
staff to understand. This cycle assists the staff to serve the customer better by
looking after the guest services and guest accounting.
The Guest Cycle is divided into four major stages namely:
• Pre-Arrival
This is the stage when the guest decides, chooses and looks down the hotels
to select. A guest’s choice of hotel is finalised, based on various determinants
such as location, past experiences, recommendations by friends and others,
offers, corporate, hotel loyalty member programmes, and so on.
The decision is also impacted by the ease of reservation, the tone and manner
of the reservation agent at the time of booking as well as the type of rooms and
amenities available. A positive and warm attitude while presenting a strong
brand image of the hotel by the agent can further facilitate the decision.
The Guest Cycle commences with the creation of the reservation record in
the Hotel software. This software includes specific details of the guest such
Figure 2.1 Scope Of The Hospitality Industry
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Figure 2.2 Sample Registration Form
as the type of room, view from the room, room rate, and tenure of the stay,
amenities offered at the rate and any special requests from the guest. Though
the primary task of this stage is to block the room and make it available for
the guest during his/ her stay, offering the customers service can start at this
stage itself.
• Arrival
This stage commences from the actual arrival of the Guest at the hotel, who
may be walk-ins or already registered. The stage includes the guest filling the
registration form and being allotted their rooms.
The registration form includes details such as name of guest(s), identity proof,
address details, age, gender, birthday, anniversary date, number of occupancy,
type of room, room rate, package inclusions, if any, period and dates of stay,
registration and confirmation details, mode of payment and guest signature.
Post completion of the form, guests are offered their room key/ card and are
escorted by the bell boys or guest managers. The hotel staff can make this stage
special to the guest by offering a warm welcome with welcome drinks, cold
towels, garlands and also providing them with information on tours, packages,
conveyance.
• Occupancy
How the hotel staff treats their guests during this stage is of utmost importance.
The hotel front office is responsible for coordinating with the guests and the
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Front Office Operations
Figure 2.3 Sample Hotel Management System
in-house staff to meet the needs of their guests in the most efficient and timely
manner.
The front office is liable to keep their guests secure and properly guide them
on all the charges for various services offered by the hotel like spa, in-room
dining, laundry, safe, pool, fitness, salon, internet charges, room charges, etc.
They are also expected to check and keep track of the guest accounts and
charges.
The quality of service offered during this stage highly impacts the guest to
make repetitive stays.
• Departure –
During this phase, the guest checks out from the hotel post paying his/ her
charges and settling the accounts and returns the key. It is the task of the
hotel staff to present an accurate bill post adjusting all the discounts, if any,
coordinate with the housekeeping staff, collect the baggage, updates the room
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availability status and share the final bill post-settlement. The front office also
collects the guest’s feedback and suggestions, if any at the time of checking out.
FILL IN THE BLANKS
1. The functions undertaken by the Hotel Front Office are undertaken at four
stages of the guest cycle namely, __________________, _________________,
Occupancy and _____________
2.2
FRONT OFFICE SYSTEM
The front office system is the first means of contact for the guests – Reception
or Front Desk, in case of hotels. The Reception acts as the Mirror of the entire
hotel and its service as it is the first impression offered to the guests. Hence,
it is the most critical area of the hotel.
The hotel staff through the reception/ front desk can get to know their guests
better and try to meet their expectations. They also do various other tasks
such as:
Figure 2.4 Example Cordial, Well-Groomed Hotel Reception
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• Coordinate with all the functions to meet the needs and requirements of
its guests.
• Be well aware of the locality and whereabouts of the area where the hotel
is situated as well as of the hotel’s amenities to guide their customers
thoroughly.
• Undertake small tasks such as printing, faxing, scanning, typing, offering
beverages, concierge services, handling money, take reservations as well as
recording requests of their guests.
The reception should be not only cordial but also well-groomed to serve their
guests in the day as well as at night. They should be able to manage difficult
as well as simple situations in a hospitable manner. It is extremely critical that
the front desk/ reception goes through a rigorous training in communication
and phone etiquettes so as to maintain the hotel’s and brand’s image.
CHECK YOUR PROGRESS
1. Express the main point of contact for the guest at a hotel?
2. Explain briefly the purpose of these contact?
2.3 FRONT OFFICE PROCESSES
The Front Office/ Reception are the Heart and Brain of the Hotel. It is the
guest’s first impression of the hotel and its services. Besides coordinating
with all the in-house departments of the hotel, they also undertake the belowmentioned processes:
• Reservations
The first process of the front office commences at the Pre-Arrival stage with
Reservations. It is the task of the front office to take reservations and inform the
guest of the hotel room charges, availability, amenities, packages and maintain
a record of the same.
The Reception makes reservations of the guests with respect to the number
of occupants, duration of stay, date of stay, time of arrival and departure,
inclusions, and room charges.
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Figure 2.5 Sections Of The Front Office
• Arrival and Check Out
The front office staff ensures smooth check-in and check-out of the guests. At
the time of arrival, they are expected to provide the guests with registration
forms and confirm they are duly filled while including any special requests
pointed out by the guests. The reception is supposed to provide their guests
with a warm welcome and properly guide them to their rooms with their
baggage.
At the time of check-out, the reception makes an account of all the charges of
the guest and presents the bill for final payment. They also coordinate with
housekeeping to check the room while carrying the guest baggage.
• Guest Services
The primary task of the front office is to provide immaculate services to their
guests. This commences from the time of registration to the warm welcome
offered on arrival and departure as well as during the occupancy period.
The front office coordinates with all the departments to meet the needs of the
guest while offering conveyance, baggage, and safe services. The front office
is the single and central point of contact for the guests.
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• Concierge
Many hotels even offer concierge services at the front office. These involve the
provision of services which may be organised on special request by the hotel
or by outsiders tied up with hotels. These services include babysitting, airline
or train ticket confirmations, chartering luxury transportation, business centre
requirements, and off-site restaurant reservations amongst various others.
Figure 2.6 Front Office Staff
CHECK YOUR PROGRESS
List out the processes and procedures in the Front Office
2.4 FRONT OFFICE PROCESSES
The Front Desk usually located near the entrance or in the hotel’s lobby is the
main point of contact for the guests. The Front Desk is also the first impression
of the guest’s perception of the hotel. Guests come in touch with the hotel
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staff first through the Front Desk. Hence, it plays a vital role in the field of
Customer Service.
The Front Desk, commonly known as the Reception in most hotels, is the heart
and brain of the hotel which coordinates with all the departments of the hotel
post understanding the guest’s needs and requirements so as to maximise the
customer’s satisfaction.
Being the guest’s initial contact point, it is critical for the front desk staff to
be courteous, warm, understanding, have a positive attitude, smiling facial
expressions, ability to multi-task and be well equipped to handle all situations
kept in front of them. They need to be well groomed and have good telephone
etiquette. At many hotels, the front desk staff also handles accounting and
provides concierge services post understanding the needs of the guest.
The major challenge faced by the front desk staff is that they are victim to
harsh and rude guests too who may be too demanding or not satisfied with
the services. In addition to this, receptionists are paid comparatively lesser
than most other departmental staff. These add to lowering their morale and
confidence.
To mitigate this, staff should be given regular and continuous training on
communication and interpersonal skills as well as pro-activeness on how to
deal with difficult clients in complicated situations. Also, an increase in their
pay along with appreciation from the hotel’s management and guests can
motivate them to do better. Positive feedbacks can also encourage them to
serve their guests in a more efficient manner.
TRUE OR FALSE
1. The Front Desk is located near the swimming pool of the hotel – True/
False
2. One of the main challenges faced by the front desk staff is the conveyance
expenses they have to incur – True / False
3. The front office staff is usually underpaid – True/ False
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2.5
Front Office Operations
TELECOMMUNICATIONS
Figure 2.7 Telecommunication Operator
The majority of the tasks of the front office at hotels is done by telephones.
Earlier, telecommunications used to form a vital source of income for hotels,
however, post the introduction of cellular phones they are used for handling
their operations effectively.
Telecommunication plays a crucial role not only in coordination between
the guest and the departments but also in other roles such as assistance in
reservations, guest services, concierge services by coordinating with off-site
service providers, amongst others. Telecommunications in hotels is primarily
used in three forms:
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• Private Branch Exchange or Switch
Many guests travel in groups. This is a system that facilitates guests to contact
each other in different rooms through the PBX or switch. The hotel acts as a
central operator, and the system allows guests to contact effectively within the
same hotel without actually making calls or physically going to each other.
• Call accounting
This system accounts for the calls (local/ international) made by the guest,
tracks emergency calls, facilitates in services such as fax, scan, voice mails,
generates real-time call records and also provides call and pricing details.
• Voice Mails
Hotels provide voice mail services in the form of an automated machine that
stores one’s voice messages, facilitates voice mails in case of a room transfer,
wake up calls and providing voice mails to guests in other room. The machine
blinks with red lights in case one has received a voice mail.
Though the above are the most common types of telecommunications in hotels,
new systems have been introduced such as Automatic Distributor Calls which
solve the problem of immediate reservation without having to wait on the line
for a reservation agent and Voice Over IP and allows one to make calls while
integrating them with data and providing faster Internet access at a lower cost
2.6
PROPERTY MANAGEMENT SYSTEMS
Property Management Systems (PMS), also known as Hotel Operating System
(Hotel OS), are usually used in the field of real estate, logistics, manufacturing,
and hospitality. These are computerised systems that assist in the management
of maintenance, equipment, properties and personnel through a single software.
This technology has replaced paper-based methods that were both timeconsuming and inefficient. These are client/server configurations that currently
use web and cloud technology and provide their clients with a software service.
In the hospitality and hotel industry, the PMS is used as a holistic software
application to undertake tasks such as:
• Coordination of the various departments of the hotel like the front office,
sales and planning, restaurants, bars, etc.
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Front Office Operations
Figure 2.8 Property Management Systems
• Automation of functions is guest bookings and details, special requests,
online reservations, sales manager/ coordinator details, telephone records,
guest accounts, banquets, room services, sales and marketing, costing of
food and beverage, materials and purchase management, human resources,
salaries and payrolls, maintenance management, quality management, and
other services.
These property management systems at hotels may also form a single point
of interface with the reservation systems, revenue systems, front office or
reception, back office, point of sale or marketing, housekeeping, guest
services, door-locking, pay-per-view TV, energy conservation and management
systems, credit and debit card authorisations for payments as well as channel
management systems.
Figure 2.9 Example Of Property Management Systems
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FILL IN THE BLANKS
Property
Management
Systems
(PMS)
is
also
known
as
_____________________________ is used in the hotel industry as a
holistic
________________________________
for
undertaking
tasks
involving ______________________ between the various departments
and
_______________________
of
functions
like
reservations,
______________________, banquets, ______________________________.
SUMMARY
• The Guest Cycle facilitates the hotel staff to serve the guests in a better way
by looking after the guest services and guest accounting. It involves four
major stages – Pre-Arrival, Arrival, Occupancy and Departure. Each step
involves specific functions that the hotel front office staff need to take care.
• The front office of a hotel, also known as the reception, is the central point
of contact between the guests and the various departments of the hotel. It
is critical for the staff to be cordial and handle all the requirements of the
guests in the most efficient manner.
• The Front Office goes through various processes including but not limited
to reservations, arrival and check-out, guest services and concierge. They
can learn more about the guest as they are the first point of contact with
the customer and can take measures to serve the guest better.
• The Front Desk or the Reception gives the first impression of what the guest
can expect during his/ her stay at the hotel. There are various requirements
and skills that the receptionists are expected to possess. They also face
certain challenges that can be mitigated by the guests/ hotel management.
• Telecommunications form an integral part of the hotel industry. It connects
the hotel to the guests and various departments. The three main forms
are Private Branch Exchange or Switch, Call Accounting or Voice Mails.
Advanced technologies like Voice over IP have further facilitated effective
coordination in the hotel industry.
• Property Management Systems (PMS) are software applications used in
the hotel industry that helps in effective coordination as well as automates
various functions such as reservations, bookings, guest services, food and
beverages, costing, restaurants, banquets, etc.
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KEY TERMS
Hotels
Property Management Systems
Front Office
Private Branch Exchange
Guest Cycle
Switch
Pre-Arrival
Voice Mails
Arrival
Call Accounting
Occupancy
Concierge
Check-out
Reception
Front Desk
Automation
Processes
Systems
EXERCISE
Short Answer Questions
1. Explain the term ‘Guest Cycle’. Write briefly the various stages involved
in it.
2. Assess how the Performance Management System benefit the Hotel Industry.
3. Discuss why the Front Office is critical to the growth of the Hotel.
Long Answer Questions
1. Write a brief note on Telecommunications in the Hotel Industry.
2. Evaluate the various skills that the Front Desk staff need to possess.
3. Explain the challenges faced by Receptionists
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