Module 1 Flashcards
Overview of the hotel industry
Tourism Industry
– 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
Hoteliers
Those professionals who work in the hotel and lodging
business.
Segments in the Tourism Industry
Hospitality
– Lodging Operations
– F&B Operations
Retail (Shopping Stores)
Transportation Services
Destination (Activity) Sites
Range of lodging property alternatives open to all
of the traveling public
– Destination Resorts
– Full-Service Hotels
– Select-Service Hotels
– Hostels
Other types of lodging properties offering sleeping
accommodations to the traveling public
– Private clubs
– Casinos
– Cruise ships
– Time-share condominiums
– Campground lodges
– All-suites
– Extended-stay
– Bed and Breakfast (B&B)
What are some lodging industry characteristics?
- emphasis on cleanliness, safety, and service
- Inseparability of manufacture and sales
- perishability
- repetitiveness
- labor intensive
What are some common hotel classifications?
– Upscale
– Mid-price
– Economy
– Budget
What is the percentage split of business and leisure travelers?
49% for business
51% for leisure
define brand
name of hotel chain, sometimes referred to as a flag
Define franchisor
a company who owns the right to manage and sell the use of a brand name and/or business model
define franchisee
a person or entity that purchases the rights to use a company’s brand name and/or business model
Hotel Ownership/Management
– 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
example of small hotel organizational structure
– Manager
Executive Housekeeper and Staff
Front Office Manager and Staff
Maintenance Chief and Staff
– Bookkeeper/Accountant
example of large hotel organizational structure
– Administrative Assistant
– GM
F&B Director
HR Manager
DOSM
FOM
Executive Housekeeper
Chief Engineer
– Assistant to the GM
what are some current industry challenges?
-
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.
What are some current marketing and sales challenges?
- 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.
Define core values
The foundation of a corporate culture that describes how
people in the organization intend to act.
Define vision
A picture of a hotel’s ideal future and answers the
question: “What do we want to create?
Define mission
Clarifies how a hotel will add value for guests,
employees, and others that it impacts.
Define quality, service and value
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.
Define corporate culture
a collection of understandings shared by the employees that influence the organizational decision making
What are some personal expectations we may have during a hotel check in?
- 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
How is the employee to guest ratio usually expressed in a lodging operation setting?
the number of employees per room - the higher the level of service is, the higher the ratio is
What is competitive edge?
a tactic, service, or process that guests want but is not offered by competitors
What are ways the GM can impact corporate culture?
– Motivating employees
– Recognizing and rewarding employees
– Develop and implement processes for:
Recruitment
Selection
Orientation
Training
– Empowering employees
What are the 6 elements to provide and implement a quality service system?
- consider the guest being served
- determine what the guest desires
- develop procedures to deliver what the guests want
- train and empower staff
- implement revised systems
- evaluate and modify service delivery systems
define benchmark and cross-functional teams (processes that can be used in developing procedures)
- 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. - Cross-functional teams: A group of employees from each department within the
hospitality operation who work together to resolve
operating problems.
define repeat business
guests who return to the property for repeat visits after the first visit
define moments of truth
- any opportunity for a guest to form an opinion (good or bad) about an experience
what is a wow factor?
The feeling guests have when they experience an
unanticipated and positive “extra” interaction with a
hospitality operation
What are the management tactics for superior guest service?
- 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
ways employees provide excellent service
- Provide a hospitable greeting
- Suggestive selling is an “art and science”
- Product knowledge is key
- Help other employees
- Meet and exceed guest expectations
what are the GMs responsibilities in providing excellent service
– Recruit, train and empower staff
– Are role models of guest service
– Are accountable for property’s success
define employee turnover rate
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
how can GMs provide effective training and orientation for employees?
- 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
What should GMs always do?
– Should always thank their staff members who provide
exceptional guest service
– Walk the talk
How can GMs empower their staff with authority?
– Share their service mission
– Provide the training and other resources
– Encourage staff to assist with out-of-ordinary guest
requests
What are qualities of Continuous Quality Improvement? (CGI)
– On-going efforts meet or exceed guests’ expectations
– Define ways to perform work better
What are the steps to service recovery to “save the day”?
- Introduce yourself by name and position
- Discover necessary information
- Empathize with the guest
- Fix the problem and apologize on behalf of the hotel
- Thank the guest for bringing the matter to your attention
