Module 1

Question 1

Tourism Industry

Answer 1

– All businesses that cater to the needs of the traveling
public
– Is one of the top 10 largest industries in 49 of the 50
states

Question 1

Hoteliers

Answer 1

Those professionals who work in the hotel and lodging
business.

Question 2

Segments in the Tourism Industry

Answer 2

Hospitality
– Lodging Operations
– F&B Operations
 Retail (Shopping Stores)
 Transportation Services
 Destination (Activity) Sites

Question 3

Range of lodging property alternatives open to all
of the traveling public

Answer 3

– Destination Resorts
– Full-Service Hotels
– Select-Service Hotels
– Hostels

Question 4

Other types of lodging properties offering sleeping
accommodations to the traveling public

Answer 4

– Private clubs
– Casinos
– Cruise ships
– Time-share condominiums
– Campground lodges
– All-suites
– Extended-stay
– Bed and Breakfast (B&B)

Question 5

What are some lodging industry characteristics?

Answer 5

• emphasis on cleanliness, safety, and service
• Inseparability of manufacture and sales
• perishability
• repetitiveness
• labor intensive

Question 6

What are some common hotel classifications?

Answer 6

– Upscale
– Mid-price
– Economy
– Budget

Question 7

What is the percentage split of business and leisure travelers?

Answer 7

49% for business
51% for leisure

Question 8

define brand

Answer 8

name of hotel chain, sometimes referred to as a flag

Question 9

Define franchisor

Answer 9

a company who owns the right to manage and sell the use of a brand name and/or business model

Question 10

define franchisee

Answer 10

a person or entity that purchases the rights to use a company’s brand name and/or business model

Question 11

Hotel Ownership/Management

Answer 11

– Single-unit property not affiliated with any brand
– Single-unit properties affiliated with a brand
– Multiunit properties affiliated with the same brand
– Multiunit properties affiliated with different brands
– Multiunit properties operated by the brand or others
– Multiunit properties owned by the brand

Question 12

example of small hotel organizational structure

Answer 12

– Manager
 Executive Housekeeper and Staff
 Front Office Manager and Staff
 Maintenance Chief and Staff
– Bookkeeper/Accountant

Question 13

example of large hotel organizational structure

Answer 13

– Administrative Assistant
– GM
 F&B Director
 HR Manager
 DOSM
 FOM
 Executive Housekeeper
 Chief Engineer
– Assistant to the GM

Question 14

what are some current industry challenges?

Answer 14

• labor shortages: Managers should implement procedures to reduce
  turnover, increase productivity and recruit from
  nontraditional labor markets.
  -cost containment: Hoteliers should examine ways to reduce costs without
  impacting quality.
  -increased competition: Hoteliers in many geographic areas in the US indicate
  there are too many hotel rooms for the number of
  guests wanting to rent them.
• legal aspects of the workforce: GMs should learn from specialists who know the laws
  that affect their specific properties and how to comply
  with those laws.

Question 15

What are some current marketing and sales challenges?

Answer 15

• Increased Market Segmentation
  – Efforts to focus on a highly defined, smaller group of
  travelers.
• Brands Overlap
  – The more the number of brands increase, the harder
  consumers find it to differentiate among them.
• Increased Sophistication of Guests
  – Results in a more competitive selling environment for
  hoteliers (i.e., online room booking).
• Increased Number of Amenities
  – Various amenities (i.e., business centers) increase
  costs for hotel owners yet sometimes appeal to only a
  small segment of the hotel’s market.
• Increased Sophistication of Guests
  – Results in a more competitive selling environment for
  hoteliers (i.e., online room booking).
• Increased Number of Amenities
  – Various amenities (i.e., business centers) increase
  costs for hotel owners yet sometimes appeal to only a
  small segment of the hotel’s market.

Question 16

Define core values

Answer 16

The foundation of a corporate culture that describes how
people in the organization intend to act.

Question 17

Define vision

Answer 17

A picture of a hotel’s ideal future and answers the
question: “What do we want to create?

Question 18

Define mission

Answer 18

Clarifies how a hotel will add value for guests,
employees, and others that it impacts.

Question 19

Define quality, service and value

Answer 19

Quality
– The consistent delivery of products and services
according to expected standards.
Service
– The process of helping guests by addressing their
wants and needs with genuine respect and dignity in a
timely manner.
Value
– A guest’s perception of the relationship between what
was paid for a hospitality product or service relative to
what was received for the payment.

Question 20

Define corporate culture

Answer 20

a collection of understandings shared by the employees that influence the organizational decision making

Question 21

What are some personal expectations we may have during a hotel check in?

Answer 21

• Minimal waiting time to check-in
  – A friendly welcome, including eye contact, a genuine
  smile, and acknowledgment of your name
  – Accurate and confirming information about your
  reservation
  – Directions to your room
  – The proper type of room immediately available
  – Answers to your questions about the hotel and its
  services

Question 22

How is the employee to guest ratio usually expressed in a lodging operation setting?

Answer 22

the number of employees per room - the higher the level of service is, the higher the ratio is

Question 23

What is competitive edge?

Answer 23

a tactic, service, or process that guests want but is not offered by competitors

Question 24

What are ways the GM can impact corporate culture?

Answer 24

– Motivating employees
– Recognizing and rewarding employees
– Develop and implement processes for:
 Recruitment
 Selection
 Orientation
 Training
– Empowering employees

Question 25

What are the 6 elements to provide and implement a quality service system?

Answer 25

1. consider the guest being served
2. determine what the guest desires
3. develop procedures to deliver what the guests want
4. train and empower staff
5. implement revised systems
6. evaluate and modify service delivery systems

Question 26

define benchmark and cross-functional teams (processes that can be used in developing procedures)

Answer 26

1. Benchmark: The search for best practices and an understanding
   about how they are achieved in efforts to determine
   how well a hospitality organization is doing.
2. Cross-functional teams: A group of employees from each department within the
   hospitality operation who work together to resolve
   operating problems.

Question 27

define repeat business

Answer 27

guests who return to the property for repeat visits after the first visit

Question 28

define moments of truth

Answer 28

• any opportunity for a guest to form an opinion (good or bad) about an experience

Question 29

what is a wow factor?

Answer 29

The feeling guests have when they experience an
unanticipated and positive “extra” interaction with a
hospitality operation

Question 30

What are the management tactics for superior guest service?

Answer 30

• remember that service is delivered by employees
• managers cannot delegate responsibility for superior service
• managers must recruit and select service-minded staff
• provide effective orientation and training
• supervise with a service emphasis
• empower staff with service authority
• emphasize continuous quality imporvement

Question 31

ways employees provide excellent service

Answer 31

• Provide a hospitable greeting
• Suggestive selling is an “art and science”
• Product knowledge is key
• Help other employees
• Meet and exceed guest expectations

Question 32

what are the GMs responsibilities in providing excellent service

Answer 32

– Recruit, train and empower staff
– Are role models of guest service
– Are accountable for property’s success

Question 33

define employee turnover rate

Answer 33

A measure of the proportion of a work force that is
replaced during a designated time period (month,
quarter, or year).

of employees separated/# of employees in the workforce = employee turnover rate

Question 34

how can GMs provide effective training and orientation for employees?

Answer 34

• With an emphasis on guest service, introduce the
  property’s core values, vision, and mission
• Train the employee in guest-friendly procedures
• Thoroughly deliver the knowledge and skills
  required before new staff members have contact
  with guests

Question 35

What should GMs always do?

Answer 35

– Should always thank their staff members who provide
exceptional guest service
– Walk the talk

Question 36

How can GMs empower their staff with authority?

Answer 36

– Share their service mission
– Provide the training and other resources
– Encourage staff to assist with out-of-ordinary guest
requests

Question 37

What are qualities of Continuous Quality Improvement? (CGI)

Answer 37

– On-going efforts meet or exceed guests’ expectations
– Define ways to perform work better

Question 38

What are the steps to service recovery to “save the day”?

Answer 38

1. Introduce yourself by name and position
2. Discover necessary information
3. Empathize with the guest
4. Fix the problem and apologize on behalf of the hotel
5. Thank the guest for bringing the matter to your attention