Chapter 3
Hospitality Past, Present, &
Future
Hospitality Services
By Johnny Sue Reynolds
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After reading the chapter
you will:
• Name three countries that played an important role in
the early days.
• Name five contributions by the USA.
• Describe relationship b/t change in transportation &
growth of hospitality industry.
• Identify four challenges the industry face today.
• List four factors that people can’t control.
• Explain how knowing trends helps the hospitality
manager.
• List and give an example of the four types of trends
that affect the hospitality industry.
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Early History
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• Hospitality is one of the oldest businesses.
• The first written records of travel were
recorded on cave walls about 6,000 years ago.
• As more people traveled, more hospitality
businesses developed.
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In 4000 B.C. the
Sumerians lived in a
region near the
Persian Gulf that was
then called
Mesopotamia.
They grew grains that
they turned into
alcoholic beverages.
They built taverns and
served beer.
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• Traveled from region to region to trade spices,
gold, and other exotic goods.
• They needed places to eat and sleep while
they were traveling.
• People built inns and taverns along the trade
routes.
• These inns and taverns served tired, hungry,
and thirsty travelers.
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Three Countries that Influenced
the Hospitality Industry
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Egypt
Egypt began the tourism trade. 2700 B.C. Pharaohs built
elegant burial tombs (Pyramids). Base of pyramids were
gathering places to hold festivals and Egyptians
encouraged citizens to visit the pyramids. Visitors
needed places to eat & sleep. Souvenir collecting
became popular.
A souvenir is an item that reminds you of a place you
visited. Booths were set up to sale the souvenirs to
tourists.
Egyptians organized the first cruise. A cruise is a
pleasure trip taken by boat or ship.
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Greece
Two major contributions:
(1) Language. Greek became the
universally accepted language of
international travel.
(2) Greek money was the standard of
exchange of monetary transactions.
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Roman Empire
The Romans developed roads throughout
their empire. The road system made travel
throughout Europe quicker and easier.
After the R.E. fell, travel &tourism stopped.
The Middle Ages churches offered food and a
place for rest. The Renaissance saw a rebirth
of travel and artistic interests. Travel once
again became popular and safe.
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Development in the
United States
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• The United States has made great
contributions to the hospitality industry.
• Grand hotels, motels, restaurant chains, fastfood businesses, and franchises all originated
in the United States.
• As the transportation changed the business
grew. Hospitality businesses developed along
the route or at the stations.
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Inns for Stagecoach Travelers
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• In the 1600s stagecoach route were
established in the United States.
• Travelers ate and slept there.
• Stagecoaches arrived & departed at certain
times.
• Innkeeper would have places for coats/hats
and a table with food prepared.
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• Good service was very important.
• Innkeepers tried to take care of the travelers needs.
• Inns and taverns were popular gathering places.
• New York City’s City Hotel was probably the first
hotel. It was five stories. Cost $2.00 per night
(included breakfast, lunch, tea @ 6pm, and dinner).
Built in 1794.
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Grand Hotels for Railroad Travel
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• During the 1800’s railroad travel developed
and spread.
• Trains decreased the travel time. (ex.: a 110
mile trip by stagecoach was 11hours by train it
was 2 ½ hours).
• Inns, saloons, and restaurants were built close
to the railway stations.
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• The Tremont House was
built in Boston in 1828.
• It was the first grand
hotel with luxury
accommodations.
• A new profession of
hotelier began at this
time.
• A hotelier is the owner
or manager of a hotel.
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The Tremont House featured
● 170 private rooms
● Lobby with a rotunda (like the U.S. Capital)
● 6 large meeting rooms
● 200-seat dining room serving French cuisine
● Reading room (with newspapers from around
the world)
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• The Tremont was four stories tall (no elevators
had been invented).
• The hotelier created a new job: bellhop.
• When the bellhop heard the bell ring, he had
to hop to help the guests.
• The bellhop’s job was to help guest carry their
heavy luggage upstairs.
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1900’s Ellsworth Statler developed the
chain of Statler Hotels
Young Ellsworth Statler
Portrait of Ellsworth Statler
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• He was the first to develop uniform standards
for this hotel.
• Featured (telephones in all rooms, modern
plumbing, and free morning newspapers).
• Service Rules called Statler Service Code.
Employees had to memorize and follow.
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Statler Service Code
• It is the business of a good hotel to cater to
the public. It is the avowed business of the
Hotel Statler to please the public better than
any other hotel in the world.
• Have everyone feel that for his money we
want to give him more sincere service than he
ever before received at any hotel.
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• Never be perky, pungent or fresh. The guest
pays your salary as well as mine. He is your
immediate benefactor.
• Hotel service, that is, Hotel Statler service,
means the limit of courteous, efficient
attention from each particular employee to
each particular guest. It is the object of the
Hotel Statler to sell its guest the best service
in the world.
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• No employee of this hotel is allowed the
privilege of arguing any point with a guest. He
must adjust the matter at once to the guest's
satisfaction or call his superior to adjust it.
Wrangling has no place in Hotel Statler.
• In all minor discussions between Statler
employees and guests the employee is dead
wrong, from the guest's point of view and
from ours.
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• Any Statler employee who is wise and discrete
enough to merit tips is wise and discrete
enough to render like service whether he is
tipped or not.
• Any Statler employee who fails to give service
or who fails to thank the guest who gives him
something falls short of Statler standards.
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• Until the 1950s the Statler
Hotel Company was a major
force in the industry.
• Conrad Hilton and J.W.
Marriott purchased his
company.
• In 1919 Conrad Hilton
purchased his first hotel, The
Mobley in Cisco Texas.
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• In 1925 Hilton built the first hotel in Dallas Texas the
carry the name Hilton.
• In 1954, he purchased the Statler Hotel Company in
was the largest transaction to date.
• Throughout the 50’s and 60’s Hilton expanded
domestically and internationally.
• 1979 Conrad Hilton died. Barron Hilton (son) runs
the company now.
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J.W. Marriott, "if you take care of your associates,
they will take care of the customer, and the
customer will keep coming back..."
• J.W. Marriott began as a restaurateur in Washington, D.C. in
1927.
• In 1937, he exhibiting his trademark sense of innovation,
offered the first ever in-flight food service to airlines servicing
the old Hoover Airfield in Washington.
• In 1957 Marriott opened his first hotel, Twin Bridges.
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Twin Bridges Motor Hotel
The Twin Bridges Motor Hotel,
later known as the Twin Bridges
Marriott was the first lodging
facility operated by what would
become Marriott International.
It opened on about January 18th,
1957, and was demolished in
1990. The motel was located in
Arlington, Virginia
Resource.: http://getglue.com/topics/p/twin_bridges_motor_hotel
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• Marriott’s experience in food service game his
hotel restaurants a reputation for quality that
added to the appeal of the hotel.
• Expansion of his restaurants and hotels came
during the 1950’s and 1960’s.
• In 1972, J.W. Marriott, Jr., succeeded his father
as chief executive officer.
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Motels for Automobile Travelers
• A motel combines basic
hotel services with
convenience for the
automobile traveler.
• Motel located near the
highway, parking is free
and outside the room.
• Called a tourist or motor
court.
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•
1952 Kemmons Wilson, took his family on a vacation to Washing D.C. and was
disappointed by the shortage of accommodations to meet his family’s needs.
•
He introduced the Holiday Inn, a roadside motel that had extra amenities to meet
the needs of families.
•
They included swimming pools, restaurant, children stay free, clean/comfortable
rooms and a distinct sign.
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Airport Hospitality for Air Travelers
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• Hospitality choices grew in 1958 when
commercial jets began operating.
• Airports became the new center for hotel,
motel, and restaurant development.
• J.W. Marriot (a contemporary to E.M. Statler)
opened hotels near airports.
• Jet airlines decreased the travel time &
inconvenience of international travel.
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Hospitality Today
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• The hospitality industry has several major
challenges:
(a) Delivering consistent service
(b) Diversity of the workforce
(c) Accommodating special needs
(d) Impact of seasons
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Delivering Consistent Service
• Delivering quality service always involves
people.
• Hospitality is a people serving people
business.
• Two ways to ensure good service:
(1) Procedures that ensure good service
(2) Training all employees in the procedures
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Diversity of Workforce
• The face of the hospitality industry is changing
because the face of our work is changing.
• In the past it was made up of mostly white
males.
• Diversity is the word used to describe a group
of people from a variety of backgrounds,
cultures, religions, beliefs, and language.
• Learn to meet staff needs.
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Accommodating Special Needs
• People with special needs are traveling more,
and hospitality business are working to meet
their needs.
• Special needs include medical conditions,
physical disabilities and mental disabilities.
• Special needs also include needs and
preferences based on religion, health, or
circumstances.
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• Hospitality workers must use problem-solving
and communication skills to meet these
needs.
• Many people have food preference based on
health, taste, or religion restrictions.
• Children traveling alone also have special
needs.
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American with Disabilities Act
• The Act was passed to make sure that people
with disabilities are treated fairly.
• Accessible means able to be entered and used
by a person with a disability. Many hospitality
businesses have developed special
accommodations for people with disabilities.
• Features include (ramps, automatic doors, and
special bathroom facilities).
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• Braille is used for those who are blind. Braille
is a special language for the blind.
• Special telephones that enable the deaf to
communicate with hospitality businesses.
• Fire alarms that use strobe lights to alert the
deaf in case of fire.
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Impact of Seasons
• Peak seasons are those seasons with the
highest demand. Hospitality businesses are
the busiest.
• Off-peak seasons are those seasons with the
lowest demand. During off-peak seasons, the
number of customers is very low.
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• Peak and off-peak seasons depends on the
location of the business. (i.e.: Winter in
Chicago is lowest because of the cold/snow).
• The timing if peak seasons also depends on
the type of business.
• Hospitality businesses must find ways to deal
with the changes in demand. Major problem
is how to staff the business.
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•
•
•
•
Find ways to deal with changes.
Hire temporary staff during peak season
Lower prices during off-peak season
Effective marketing plan can lure travelers to
visit during slow times of the year.
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TRENDS FOR THE
FUTURE
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• A trend is a general direction in which
something is moving. In the hospitality
business it refers to the direction in which
customer preference are moving.
• A fad is something that is extremely popular
but for a very short amount of time.
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Demographic Trends
• Demographics is the study of the
characteristics of a population of people.
(age, income, and ethnic origin).
• A demographic trend is the increase or
decrease over time in the number of people in
a demographic subgroup.
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Example of Demographic Trends
• The Baby Boomers ( those born between
1946-1964); are beginning to retire.
• Retired people like to travel and many can
afford to.
• They are the fastest growing part of the
hospitality market.
• The hospitality industry is responding to this
increase in senior travel.
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• Young people (ages 18-24) who travel.
• They travel in small groups and are cost
conscious.
• Some cruise lines have profited from meeting
the needs of the different age groups on the
same cruise.
• (i.e.: lounge, all night basketball/dancing,
variety show, movie).
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Social Trend
• A social trend is a change in the structure or
beliefs of the society. One social trend is the
change in family structure.
• Hospitality companies have taken advantage
of the shift in social perception of casinos to
make money in the gamin industry.
• Native American tribes have developed
successful casino operation, to support family
and preserve there way of life.
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Lifestyle Trend
• A lifestyle tend is a change in the way people
live their lives.
• Concern for health (low-fat, low calorie meals,
vegetarian and exercise).
• Impulse buying is a trend also.
• Website (Priceline.com) make it easy to book
airfares and hotel rooms at the least minute.
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• Educational / adventure tours.
• Tour companies have developed packages
around an educational themes.
• Some organizations:
Earthwatch..organize trips for researching &
learning about natural phenomena
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Technology Trends
• The internet has a large impact on the
hospitality industry.
• Airlines (get info, make reservations & buy
tickets).
• Restaurants (menu, location, hours).
• Hotels (pictures, room rates, location).
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• Some websites enable you to research several
hospitality businesses at once.
www.travelocity.com
www.priceline.com
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• Hotels add internet connections and video-ondemand to hotel rooms.
• Airplanes are equipped with telephones, and
airports have computer workstations.
• Lodging industry:
Property Management System (single locations)
Enterprise System (multiple locations)
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• Food & Beverage Industry
Point of Sales System (touch screen that
send orders to the kitchen, calculate the
charges and taxes, and keeps track of items
sold and inventory.
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