DESINGED BY,

SUNIL KUMAR
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.

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
Introduction to Hospitality/Front Office
Travel and
Tourism
Industry

Accommodation

Transportation F&B Operation 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
Lodging as Part of the Travel and
Tourism/Hospitality Industry
Hospitality Industry includes:
Accommodations
Foodservices
Other hospitality operations
Introduction to Hospitality/Front Office
Introduction to Hospitality/Front Office
Scope of Hospitality and Tourism Industry
Travel
Air
Cruise
Rail
Coach
Auto
Ecotourism
Lodging
Hotels
Motels


Meetings, Conventions and
Expositions
Restaurants
Managed services
Recreation
Gaming
Attractions
Parks
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. Apathy (absence of passion)
2. Brush-off (To ignore or behave coldly
toward;
3. Coldness
4. Condescension (lack of respect)
5. Robotics
6. Rule book
7. 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
Week (1)
Introduction to Hospitality/Front Office
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) 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.
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
Introduction to Hospitality/Front Office
Types of Accommodation Venue
Accommodation
Hotel
Motels
Resorts
Time Share Hotels
Cndominiums
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
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.
Introduction to Hospitality/Front Office
Four General ways of classifying hotel
1. Hotel size
2. Target markets
3. Levels of Service
4. Ownership and affiliation.
Hotels are classified by :
Introduction to Hospitality/Front Office

Commercial hotels/corporate hotels
Airport hotels
Suite hotels
Extended stay hotels
Residential hotels
Resort hotels

Types of 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.


Airport hotels

Located near the airports-
especially international
airports.
Target Market: airline
passengers, cancelled
flight, airline personnel.
Hotel-owned courtesy vans
transport guests between
the hotel and the airport.
Introduction to Hospitality/Front Office
Corporate hotel
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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
special activities such as
golf, sailing, skiing.


Introduction to Hospitality/Front Office
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 time-
usually 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, dcor 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
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
companys 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, dcor, 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

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.







Categories of
Guests
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
Hotel Revenue Sources
Guest Rooms
Meeting/Function Space
Outlets/Food and Beverage outlets

Why is this relationship so important?
Introduction to Hospitality/Front Office
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 propertys overall cleanliness and appearance.
3. Good service is good business

Introduction to Hospitality/Front Office
What influences repeat business? (cont.)
Many things affect a guests selection of overnight
accommodation.
Buying influences include:
Satisfactory experiences with a hotel.
Advertisement by hotel or a chain organisation.
Recommendation by others.
Hotels location.
Public relations activities.
Direct mail communication.
Travel agents negotiating power on room rate to
control travel expenses.