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Accommodation Services Units. Week (1) part one. Welcome to the Hospitality Industry Week (1). After Reading and Studying This Chapter, You Should Be Able to:. Describe the characteristics of the hospitality industry

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Accommodation services units

Accommodation Services Units

Week (1) part one

Introduction to Hospitality/Front Office


Welcome to the hospitality industry week 1

Welcome to the Hospitality IndustryWeek (1)

Introduction to Hospitality/Front Office


After reading and studying this chapter you should be able to

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

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.

Introduction to Hospitality/Front Office


Continued

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


Accommodation services units

Introduction to Hospitality/Front Office


Accommodation as part of the travel and tourism hospitality industry

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


Accommodation is part of the travel and tourism hospitality industry

Accommodation is Part of the Travel and Tourism/Hospitality Industry

  • Hospitality Industry includes:

    • Accommodations

    • Food and beverage services

    • Other hospitality operations

Introduction to Hospitality/Front Office


The pineapple tradition

The Pineapple Tradition

Symbol of welcome, friendship and hospitality

Recognized internationally

Foundation for concept of “SERVICE”

Introduction to Hospitality/Front Office


Scope of hospitality and tourism industry

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


Accommodation services units

Cruise attendants

Introduction to Hospitality/Front Office


Accommodation services units

Airlines crews

Introduction to Hospitality/Front Office


Accommodation services units

Rail Attendants

Introduction to Hospitality/Front Office


Accommodation services units

Events and conventions

Introduction to Hospitality/Front Office


Scope of the hospitality tourism industry

Scope of the Hospitality-Tourism Industry

Introduction to Hospitality/Front Office


Characteristics of the hospitality industry

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

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

“Seven Deadly Sins of Service”

Apathy (absence of passion)

Brush-off (To ignore or behave coldly toward;

Coldness

Condescension (lack of respect)

Robotics

Rule book

Runaround (form of evasive excuses )

Introduction to Hospitality/Front Office


For success in service we need to

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

Introduction to Hospitality/Front Office


Accommodation services units1

Accommodation Services Units

Week (1)

Introduction to Hospitality/Front Office


Competencies for the hospitality industry

Competencies forThe Hospitality Industry

  • On completion of this unit the student will able to:

  • Classify hotels in terms of the major target markets attracted to the features and benefits theyoffer.

  • Classify hotels in terms of the level of service they provide for guests.

  • Identify the advantages and disadvantages of different types of hotel ownership and affiliation.

Introduction to Hospitality/Front Office


Competencies for the lodging industry

Competencies forThe Lodging Industry

  • Identify factors that affect travelers’ buying decisions and describe what hotels can do to reward loyal guests.

  • Describe characteristics of the business, leisure, and group travel markets.

Introduction to Hospitality/Front Office


Type of accommodation

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 Tourism) 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.

Introduction to Hospitality/Front Office


Aaa tourism

AAA Tourism

  • AAA Tourism was set up in 1999 as the national tourism body of Australia's Auto Clubs (NRMA, RACV, RACQ, RAA, RAC, RACT, AANT).In 2009, AAA Tourism formed the Club Tourism Publishing partnership with the New Zealand equivalent, AA Travel, to share ideas and technologies and to target each country's largest source of international visitors.

  • The partnership now combines Australia's 6.5 million Auto Club members with New Zealand's 1.2, totalling 7.7 million.

  • On behalf of the Auto Clubs, AAA Tourism:


Accommodation services units

Cont.

  • Manages the Australian STAR Rating Scheme, certifying STAR Ratings to approximately 10,000 properties across Australia and Fiji

  • Publishes a suite of 11 guides including the national Accommodation Guide, national Tourist Park Guide, seven individual State guides, Boutique Accommodation Guide and a NZ distributed guide

  • Provides comprehensive online accommodation and travel information via the AAA Tourism and Auto Club websites

  • The STARS are registered Certification Trade Marks of AAA Tourism Pty Ltd.


Accommodation services units

  • STAR Ratings Australia, the division of AAA Tourism managing the Australian STAR Rating Scheme, is a Registered ISO 9001:2000 Quality Management System.


Accommodation services units

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


Accommodation services units

Types of Accommodation Venue

Introduction to Hospitality/Front Office


Accommodation services units

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

Introduction to Hospitality/Front Office


Accommodation services units

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.


Four general ways of classifying hotel

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


Accommodation services units

Types of Hotels

  • ·Commercial hotels/corporate hotels

  • ·Airport hotels

  • ·Suite hotels

  • ·Extended stay hotels

  • ·Residential hotels

  • ·Resort hotels

Introduction to Hospitality/Front Office


Accommodation services units

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

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


Accommodation services units

Corporate hotel

Introduction to Hospitality/Front Office


Accommodation services units

Corporate hotel

Introduction to Hospitality/Front Office


Accommodation services units

Airport Hotel

Introduction to Hospitality/Front Office


Hotels continued

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


Accommodation services units

Resort Hotel

Introduction to Hospitality/Front Office


Hotels continued1

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


Accommodation services units

Casino Hotel

Introduction to Hospitality/Front Office


Accommodation services units

Serviced Apartments

Introduction to Hospitality/Front Office


Accommodation services units

Extended Stay Hotel

Introduction to Hospitality/Front Office


Accommodation services units

  • 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


Accommodation services units

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

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, décor 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 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

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

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


Accommodation services units

Ownership and Affiliation Categories

· Independent Hotels

· Chain Hotels

  • · Management Contract

  • Franchise

  • Referral Group

Introduction to Hospitality/Front Office


Independent hotels

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 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 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 company’s 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

Franchise and referral groups

Franchising is selling the right to conduct a business.

Franchisor offers the quality of product and develop standards for design, décor, 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

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


Accommodation services units

Categories of Guests

· 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.

Introduction to Hospitality/Front Office


Business travel

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/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

Group travel

Two kinds of group:

An organised tours, travel for pleasure

Business related group to attend meeting or conventions

Introduction to Hospitality/Front Office


Hotel revenue sources

Hotel Revenue Sources

  • Guest Rooms

  • Meeting/Function Space

  • Outlets/Food and Beverage outlets

  • Why is this relationship so important?

Introduction to Hospitality/Front Office


What influences repeat business

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 property’s overall cleanliness and appearance.

3. Good service is good business

Introduction to Hospitality/Front Office


What influences repeat business cont

What influences repeat business? (cont.)

Many things affect a guest’s selection of overnight accommodation.

Buying influences include:

Satisfactory experiences with a hotel.

Advertisement by hotel or a chain organisation.

Recommendation by others.

Hotel’s location.

Public relations activities.

Direct mail communication.

Travel agent’s negotiating power on room rate to control travel expenses.

Introduction to Hospitality/Front Office


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