Subject : V0206 – Administrasi &
Operasional Kantor Depan
Year : 2009

• James A. Bardi. (2007). Hotel Front Office Management. 4. John
Wiley & Sons. New Jersey.
• Peter Abbott and Sue Lewry. (1999). Front Office Procedures,
Social Skills, Yield and Management. 2. Butterworth Heinemann.
Oxford.
• Dennis L. Foster. (1993). Rooms at the Inn: Front Office
Operations and Administrations. McGraw Hill.
• Woods. (2007). Professional Front Office Management. Prentice
Hall. New Jersey.
• Sue Baker, Pam Bradley & Jeremy Huyton. (1996). Principles of
Hotel Front Office Operations. Hospitality Press Melbourne.
Melbourne, Victoria.
• Ilie Gabriel Wantah. (1998). Hospitality Guidelines Series: Front
Office. Gramedia Pustaka Utama. Jakarta.
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• Historical overview of the hotel industry
• Hotel classification system
• Hotel organization
• Organization of the front office department
• Staffing the front office
• Function of the front office manager
• Equipment and forms used at the front office department
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Objectives:
On completion of this lesson, the students will be able to:
- Explain the hotel classification system, sales indicator in a hotel, organization structure of front office department
- Identify the equipment and forms used in the front office department
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• E. M. Statler
– 1863-1928
– First hotel was for Pan American Expo in 901 – “a simple structure of 5000 rooms to be torn down after the fair was over”
– Statler’s chain was sold to Hilton in 1954
• William Waldorf Astor and John Jacob Astor IV
– Cousins
– 1893 built hotel for their wealthy friends
– Moved from 34th to Park and Lexington between 49th and 50th Streets
– Waldorf Towers is a hotel within a hotel
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• Conrad Hilton
• 1887-1979 (after WWI ) in Cisco, TX
• Purchased Mobley Hotel, 1919
•
Purchased Chicago Hilton, Palmer House, Plaza, and
Waldorf=Astoria hotels (after WWII)
• First major chain in 1954 when he purchased Statler
Hotels:
– Marketing, reservations, quality of service
– Food and beverage, housekeeping, accounting
– Brands:
• Hilton Garden Inns
• Doubletree
• Embassy Suites
• Hampton Inns
• Harrison Conference Centers
• Homewood Suites by Hilton
• Red Lion Hotels and Inns
• Conrad International
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Founders of the Hotel Industry
• Kemmons Wilson (died in Jan. 2003)
– Family trip in 1952
– Central reservation system HOLIDEX
• Ray Shultz
– Protégé of Kemmons Wilson
– Started Hampton Inn - 1984
– Limited service concept; cost consciousness
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Founders of the Hotel Industry
J.W. Marriott
• 1900-1985
• 1957 Twin Bridges Marriott Motor Hotel
• Brands include:
– Courtyard
– Residence Inn
– Renaissance Hotels & Resorts
– Fairfield Inn
– Spring Hill Suites
– Towne Place Suites
– Marriott Hotels, Resorts, and Suites
– JW Marriott Hotels & Resorts
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Founders of the Hotel Industry
Ernest Henderson and Robert Moore
• First Sheraton in 1937 was Stonehaven,
Springfield, MA
• First hotel chain to be listed on NY Stock exchange
• 1968 acquired by ITT Corp.
• Owned by Starwood Hotels
• Brands
– Sheraton
– Westin
– Four Points
– St. Regis
– The Luxury Collection
– W Hotels
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1. Limited-service hotels
- 1980 targeted business market on a limited budget
– ex. Hampton Inn
- Features: spacious comfortable room, limited food & beverage, first to offer 100% satisfaction guarantee
3. Technological Advances
Recent additions to that list include:
1) applications of wireless technology for communication between departments;
2) guests can access email and other documents or printing those documents as needed from “hot spots”
– designated wireless transmission and reception areas in the hotel.
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4. Marketing emphasis – theme 1970’s- guest reservation/ single phone #
5. Total Quality Management (TQM) – a technique that helps managers look at process used to create products and services with a critical eye on improving those processes
• 1990’s (TQM); 2000’s – “quality assurance” and
“service quality”
• Note: Chap. 11; analysis of delivery of service and product with decision making at front-line – empowerment
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Historical Developments
6.
1987-88
• Passive losses on real estate no longer deductible
• Japanese wanted buy hotels -> value of hotels increased
• Recession increased and completed
7.
• New incremental income streams – who manages hotels vs. who owns the hotel?
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Historical Developments
8 . September 11, 2001 Attack on the U.S.
• Decrease in the number of people willing to fly yields a decrease in number of rooms rented; this resulted in a banding together of tourism partners
• Review marketing plans of post-9/11 corporate traveler.
• Need to review security at front line of hotel who is coming into the hotel
• Community responsibility for security activities
• Review liability implications to repair facilities and guest security for effects of terrorism
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Overview of Lodging Industry
Types of lodging facilities –
• A. Hotels
– Marriott Wardman Park Hotel http://www.wardmanpark.com/
• B. Motels
• C. All-Suites example - Embassy Suites http://www.embassysuiteschicago.com/
• D. Limited – Service Hotels
• E. Extended Stay Hotels – continued high occupancy
– example - Homewood Suites http://www.homewoodsuitescharlotte.com/
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• Levels of Service –
•
Full-service
– ex. J.W.Marriott
• reservations
• on-premise dining
• banquet
• meeting facilities
• recreation facilities
• All-Suites – ex. Embassy Suites
• at-home atmosphere
• separate living and sleeping areas or working areas
• kitchenette
• wet bars
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• Limited Service ex. Hampton Inns
• continental breakfast
• sleeping room
• modest furniture
• Extended –Stay ex. Homewood Suites
• home-away-from-home
• fully equipped kitchen
• spacious bedroom
• living areas
• light breakfast or dinner
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Overview of Lodging Industry
• Market Orientation – types of properties and who they serve
• Residential
– Public dining
– Social activities
– Recreational facilities
• Commercial
– Computerized reservation systems
– Public dining
– Banquet service, lounge and entertainment areas
– Shuttle transportation to airports
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Sales Indicators :
A . Occupancy Percentage :
# rooms sold
# rooms available
50 = 50 %
100
B. Average Daily Rate : room revenue
# rooms sold
$4000_ = $80
50
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• Yield Percentage Facility’s success in selling its room inventory on a daily basis
Rooms sold x ADR
Rooms avail x Rack Rate
50 x $80 = $4,000
100 x $120 = $12,000 = 33.3 % Yield
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• Revenue Per Available Room (RevPAR) Effectiveness of each room to produce a profit
Room Revenue = $ 4,000 = $ 40
# rooms available 100 or
Hotel occupancy % x ADR  50 % x $80 = $40
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Business Affiliations
• Chain affiliation
• provide operational and marketing services
– reservation systems
– advertising
– operations
– management development
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• Referral Property with a Chain
–
Assistance with management
– Assistance with marketing, advertising and reservation
• Company-owned Property
Hotel owned and operated by the chain company
• Management Contract Property
Operated by a consulting company that provides operational and marketing expertise and a professional staff
• Independent property
Hotel not associated with a franchise
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• Leisure time
• 3-day weekends
• Paid vacations
• 40 hour work weeks
• Early retirement
• Me/pleasure concept
• Shift from thinking that recreation and leisure were a privilege for wealthy only
• Travel vs. isolated nature of many jobs
• Discretionary income money remaining after necessities of life are paid
• increase because of two in the family
• women in the workforce
• not a constant to depend upon:
– Unemployment
– low interest rate make the purchase of high ticket items more (homes, cars, boats) more desirable and make travel less likely
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• Family size/household size
– Smaller families are more likely to have more discretionary income
• Business travel
– Oil/fuel oil prices/airfare
– Fear
– Business economy
– Conf. call, PicTel
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Female business travel
Increasing segment
Amenities/safety
Female travelers
Travel as an experience
Education – to follow-up what they have learned
Culture – visit art, theatre, music, opera, ballet, museums
Sports and nature
Personal development/hobbies
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1. Establishing Career Goals
Know where you want to go
2. Educational Preparation
Associate
Baccalaureate
Distance Learning
Life-long Learning
3. Work Experience
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Professional Memberships
American Hotel & Lodging Association http://www.ahla.com/
Certified Hotel Administrator (CHA) http://www.ei-ahla.org/certification_cha.asp
Certified Rooms Division Executive (CRDE) http://www.ei-ahla.org/certification_crde.asp
Hospitality Sales and Marketing Association International http://www.hsmai.org/
National Restaurant Association http://www.restaurant.org
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Ports of entry
• Marketing and sales
• Front office
• Food and beverage
• Controller
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• Assistant General Manager
• Food and Beverage Director
• Plant Engineer
• Executive Housekeeper
• Human Resources Manager
• Marketing and Sales Director
• Front Office Manager
• Controller
• Director of Security
• Parking Garage Manager
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Functions of the Front Office Manager
Elements that enable the front office manager to effectively supervise.
• Employees (training)
• Equipment (PMS)
• Inventory (rooms to be sold)
• Budgeted finances
• Sales opportunities
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• Step 1: Estimate or forecast the needs department for a certain time period through review of the sales history of previous events, current functions, current reservations, anticipated walk-ins, stay overs, and check-outs for that time period to determine their impact upon labor requirements.
• Step 2: Meet the needs of the lodging establishment and the needs of the employee.
• Step 3: Calculate the anticipating payroll, requires the front office manager to go back and price-out each category of employee.
• Step 4: Prepare a summary of costs by category to compare projected income for weekly room sales and weekly payroll.
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• Types of Software: Mayo, Maxial, Fidelio, Opera
• Currency exchange board
• Petty cash box
• Computer and printer
• Key rack (manual key)
• Docket rack
• Reservation form
• Reservation confirmation form
• Expected arrival list
• Arrival list
• Expected departure list
• Departure list
• Registration form
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• Guest card
• Breakfast voucher
• Welcome drink voucher
• Rebate slip
• Cash receipt
• Miscellaneous form
• Currency exchange form
• Bellman control
• Bellboy errand card
• VIP list
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Review Questions 1
1. Market orientation of a hotel refers to which of the following?
a. The ability of the hotel to attract guests b. The stores surrounding the hotel c. The type of guests attracted to a hotel d.
The geography of the hotel’s location
2. This concept measures a hotel manager’s efforts in achieving maximum occupancy at the highest room rate possible.
a. Occupancy percentage b. Average rate c. Yield percentage d. Franchise agreement
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Review Questions 1
3. If a hotel sells 300 rooms in one night and has 400 rooms available to sell, and attracts 600 guests for that night, the single occupancy for that night is?
a. 75% b. 100% c. 50% d. 35%
4. The double occupancy rate for the night listed in question number
3 is which of the following?
a. 75% b. 100% c. 50% d. 35%
5. A hotel has collected $10,000 in revenue for the night. They sold
200 rooms. What is the average room rate?
a. $100 b. $50 c. $75 d. $85
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Review Questions 1
6. Levels of service of a hotel are indicated by which of the following?
a. Full-service, all suites, limited-service, extended-stay b. Franchise and independent services c. Luxury, independent, top rated d. Franchise, referral, limited-service
7. This type of property is a hotel which is operated by a consulting company that provides operational and marketing expertise and a professional staff. a. Management contract b. Franchise c. Limited-service d. Full-service
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