Hospitality and
Tourism
A general term used in travel
& tourism describing the
“hospitality industry”; refers
to the general greeting,
welcoming, food service, etc.
Forms of Communication
• Internal Communication
• Upward communication: is the flow of information from
subordinates to superiors, or from employees to management.
• Downward Communication: information flowing from the top of the
organizational management hierarchy and telling people in the
organization what is important (mission) and what is valued (policies)
• Horizontal/Lateral communication: normally involves coordinating
information, and allows people with the same or similar rank in an
organization to cooperate or collaborate.
• Diagonal (or cross-wise) communication: occurs when messages are
exchanged between employees of various different hierarchical
levels. If a vice president holds a discussion with a human resources
manager, this
Forms of Communication
• External Communication
• Communication with people outside the company is called “external
communication”. Supervisors communicate with sources outside the
organization, such as vendors and customers.
Forms of communication in general:
• Verbal communication refers to the form of communication in
which message is transmitted verbally; communication is done by
word of mouth or a piece of writing
• INCLUDES WRITTEN AND ORAL
• Nonverbal communication is the sending or receiving of wordless
messages. We can say that communication other than oral and
written, such as gesture, body language, posture, tone of voice or
facial expressions, is nonverbal communication.
Active Listening
an essential part of effective communication. Elements of active
listening include the following:
• concentration
• interpreting the message being communicated
• providing accurate feedback to the sender of the message
• showing empathy and interest in what is being said
• not interrupting when the other person is speaking
• maintaining eye contact
• using open body language
Effective Questioning
Techniques
• Simple closed questions require a “yes” or “no” answer (i.e.
“Would you like the concierge to take your bags to your
room”)
• An open question allows the customer to provide more
information (i.e. “Do you have any special dietary
requirements?”)
• Reflective questions are used to clarify information and allow
you to ensure you have obtained all the facts you need (i.e.
paraphrasing)
• Should use pauses between questions to allow customers to
absorb information
Appropriate body language/speech
• Appropriate body language:
• The vast majority of communication is carried out nonverbally. If body language does not reflect what is being said,
confusion can arise.
• Appropriate speech:
• Includes aiming your language at the audience and minimizing
the use of jargon or slang when speaking to a customer from a
socially different background
• The use of formal language such as using proper titles, for
example “Mr” and “Mrs” is essential when dealing with
external customers
Hospitality Marketing Mix
HOSPITALITY MARKETING MIX:
Three levels of Product:
1.
2.
3.
The core product [ room, food ]
The formal product [ F&B facilities, sauna, swimming pool, style ]
The augmented product [ servers, credit, reservation]
Sectors of the Hospitality
Industry
• Accommodation sector: responsible for providing people with a suitable place to
stay and includes hotels, motels and motor lodges, resorts, bed and breakfasts
(B&B), caravan parks, hostels and serviced apartments.
• Food and beverage sector: provides people with a range of meals and beverages
and includes restaurants, cafés, fast food outlets, bars and outside caterers.
• The MICE (Meetings, Incentives, Conventions and Events) sector is a sector of
the tourism industry which is varied and dynamic and brings together large
groups of people for specific events usually from the corporate world.
• Clubs and gaming sectors: work closely with each other and include
organizations such as bowling clubs, leagues clubs or golf clubs.
• Entertainment and recreation sector: provides entertainment and recreation for
tourists
• Travel and tourism sector: provides transportation and travel organization for
tourists
• Tourism services sector: provides information about the tourism industry and
specific tourist locations to tourists and travelers as well as tourism companies
(i.e. government tourism organizations as well as tourism organizations that train
their members)
• Hospitality: Entertainment, Prepared food, and Accommodations (provides
services to those who travel)
Functions of Marketing
Three basic functions: Market Research, Target Market, and
Marketing Mix
• Marketing Information Management: Gathering, recording,
analyzing, and disseminating information to aid in making
marketing decisions
• Financing: Determining the need for and availability of
financial resources to aid in marketing activities and stay in
business
• Pricing: The determination of an exchange price at which the
buyer and seller perceive optimum value for a good or service.
• Promotion: Communicates information about products,
services, images, or ideas to customers or clients to influence
their purchase behavior.
Functions of Marketing Cont.
• Product/Service Management: The process of creating a
product in response to market opportunities. Also includes
managing marketing activities to optimize the relationships of
potential loss to gain
• Distribution: The physical movement of a good or service;
deciding where and to what extent to sell a good or service.
• Selling: Responding to consumers’ needs and wants through
planned, personalized communications intended to influence
purchase decisions
Service Marketing:
• Providing intangible products.
• Hotels, restaurants, and airlines conduct extensive training to
motivate employees to provide exemplary levels of service.
Types of Hospitality Markets
Types of Accommodations:
• Full-Service Facilities:
• Hotels: Provides a wide range of services usually including a restaurant, bar, luggage
assistance, room service, and many other amenities (i.e. Best Western, Ritz Carlton)
• Motel: Smaller lodging facility located near major highways and interstates
• Motor Inn: Lodging facilities usually found on feeder highways and roads or that are usually
one or two stories with parking in front of the room
• Limited-Service Facilities: (Primarily provides sleeping rooms without expensive
amenities)
• Extended-stay Facility: Specialized limited service facilities that offer residential style units
with multi-room plans and kitchen facilities (e.g. a hostel)
• Bed and Breakfasts:
• Lodging facilities that include breakfast in the cost of the room.
• Resorts:
• Condominiums: Living quarters that are owned by private persons that are rented out to the
public
• Timeshare: Involves buying a specific time period (one or two weeks) to spend at a vacation
resort (price varies based on time
Seven Step Problem Solving
Method
•
•
•
•
•
•
•
Define and Identify the Problem
Analyze the Problem
Identifying Possible Solutions
Selecting the Best Solutions
Evaluating Solutions
Develop an Action Plan
Implement the Solution
Key Glossary Terms
Booking: Term used to refer to a completed sale by a destination,
convention center, facility, hotel or supplier (i.e. convention, meeting,
trade show or group business booking).
Carrier: A company that provides transportation services, such as
motor coach companies, airlines, cruise lines, and rental car agencies.
Demographics: Population measures, such as age, gender, income,
education, race/ethnicity, religion, marital status, household size, and
occupation.
Net Rate: The rate provided to wholesalers and tour operators that
can be marked up to sell to the customer.
Rack rate: The official cost posted by a hotel, attraction or rental car,
but not used by tour operators.
Tariff : Rate of fare quoted and published by a travel industry supplier
(i.e. hotels, tour operators, etc.) Usually an annual tariff is produced in
booklet form for use in sales calls at trade shows.
NOTE: More glossary terms will be provided to you
Analyzing the Multiple Choice
• When given a multiple choice question, it is very important to identify what
answers are completely wrong and which ones are right. Lets look at some
examples
EG. 1
Which of the following is a type of simple written report that usually is distributed
to employees within a business:
A. Proposal
C. Handbook
B. Memorandum
D. Newsletter
Step 1: Eliminate the ones are completely wrong and make no sense. In this case
newsletter and proposal
Step 2: After some of the ones that you identify are completely wrong you’re left to
work with possible answers. In this case, memorandum and handbook.
Step 3: Identify the meaning of the two, understand the meaning of both and
which would be more suitable in the case. In this case, it is clear that
memorandums are more often to occur in cases such as this
Step 4: CIRCLE THE CORRECT ANSWER!
Analyzing the Multiple Choice
NOW YOU TRY IT!
EG. 2
When customers ask questions or have complaints about a business's
procedures, employees need to be able to
• A. give the customers a booklet to read.
• B. explain the business's policies.
• C. call a supervisor for help.
• D. refer the customers to management.
Step 1: The answers that don’t make sense in this case would be A and
D
Step 2: You are left with two options, option B and Option C.
Step 3: Option B would be more correct as the employee is trying to
solve the issue himself before he takes it to higher authority.