Subject
Year
: V0206 – Administrasi &
Operasional Kantor Depan
: 2009
Types of Hotel, Hotel Organization and
Front Office Organization
Week 1
BIBLIOGRAPHY
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James A. Bardi. (2007). Hotel Front Office Management. 4. John
Wiley & Sons. New Jersey.
Peter Abbott and Sue Lewry. (1999). Front Office Procedures,
Social Skills, Yield and Management. 2. Butterworth Heinemann.
Oxford.
Dennis L. Foster. (1993). Rooms at the Inn: Front Office
Operations and Administrations. McGraw Hill.
Woods. (2007). Professional Front Office Management. Prentice
Hall. New Jersey.
Sue Baker, Pam Bradley & Jeremy Huyton. (1996). Principles of
Hotel Front Office Operations. Hospitality Press Melbourne.
Melbourne, Victoria.
Ilie Gabriel Wantah. (1998). Hospitality Guidelines Series: Front
Office. Gramedia Pustaka Utama. Jakarta.
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Subject
• Historical overview of the hotel industry
• Hotel classification system
• Hotel organization
• Organization of the front office department
• Staffing the front office
• Function of the front office manager
• Equipment and forms used at the front office department
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Objectives:
On completion of this lesson, the students will be
able to:
- Explain the hotel classification system, sales indicator
in a hotel, organization structure of front office
department
- Identify the equipment and forms used in the front office
department
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Founders of the Hotel Industry
• E. M. Statler
– 1863-1928
– First hotel was for Pan American Expo in 901 – “a
simple structure of 5000 rooms to be torn down after
the fair was over”
– Statler’s chain was sold to Hilton in 1954
• William Waldorf Astor and John Jacob Astor IV
– Cousins
– 1893 built hotel for their wealthy friends
– Moved from 34th to Park and Lexington between 49th
and 50th Streets
– Waldorf Towers is a hotel within a hotel
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Founders of the Hotel Industry
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Conrad Hilton
1887-1979 (after WWI ) in Cisco, TX
Purchased Mobley Hotel, 1919
Purchased Chicago Hilton, Palmer House, Plaza, and
Waldorf=Astoria hotels (after WWII)
First major chain in 1954 when he purchased Statler
Hotels:
– Marketing, reservations, quality of service
– Food and beverage, housekeeping, accounting
– Brands:
• Hilton Garden Inns
• Doubletree
• Embassy Suites
• Hampton Inns
• Harrison Conference Centers
• Homewood Suites by Hilton
• Red Lion Hotels and Inns
• Conrad International
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Founders of the Hotel Industry
• Kemmons Wilson (died in Jan. 2003)
– Family trip in 1952
– Central reservation system HOLIDEX
• Ray Shultz
– Protégé of Kemmons Wilson
– Started Hampton Inn - 1984
– Limited service concept; cost consciousness
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Founders of the Hotel Industry
J.W. Marriott
• 1900-1985
• 1957 Twin Bridges Marriott Motor Hotel
• Brands include:
– Courtyard
– Residence Inn
– Renaissance Hotels & Resorts
– Fairfield Inn
– Spring Hill Suites
– Towne Place Suites
– Marriott Hotels, Resorts, and Suites
– JW Marriott Hotels & Resorts
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Founders of the Hotel Industry
Ernest Henderson and Robert Moore
• First Sheraton in 1937 was Stonehaven,
Springfield, MA
• First hotel chain to be listed on NY Stock exchange
• 1968 acquired by ITT Corp.
• Owned by Starwood Hotels
• Brands
– Sheraton
– Westin
– Four Points
– St. Regis
– The Luxury Collection
– W Hotels
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Historical Developments
1. Limited-service
hotels
- 1980 targeted business market on a limited budget
– ex. Hampton Inn
- Features: spacious comfortable room, limited food &
beverage, first to offer 100% satisfaction guarantee
3. Technological Advances
Recent additions to that list include:
1) applications of wireless technology for
communication between
departments;
2) guests can access email and other
documents or printing
those documents as needed from “hot spots”
– designated
wireless transmission and reception areas in
the hotel.
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Historical Developments
4. Marketing emphasis – theme 1970’s- guest
reservation/ single phone #
5. Total Quality Management (TQM)– a technique
that helps managers look at process used to
create products and services with a critical eye on
improving those processes
• 1990’s (TQM); 2000’s – “quality assurance” and
“service quality”
• Note: Chap. 11; analysis of delivery of service and
product with decision making at front-line –
empowerment
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Historical Developments
6. Major Reorganization 1987-88
• Passive losses on real estate no
longer deductible
• Japanese wanted buy hotels ->
value of hotels increased
• Recession increased and
completed
7. Hotel investment
• New incremental income streams –
who manages hotels vs. who owns
the hotel?
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Historical Developments
8. September 11, 2001 Attack on the U.S.
• Decrease in the number of people willing to fly
yields a decrease in number of rooms rented; this
resulted in a banding together of tourism partners
• Review marketing plans of post-9/11 corporate
traveler.
• Need to review security at front line of hotel who is
coming into the hotel
• Community responsibility for security activities
• Review liability implications to repair facilities and
guest security for effects of terrorism
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Overview of Lodging Industry
Types of lodging facilities –
• A. Hotels
– Marriott Wardman Park Hotel
http://www.wardmanpark.com/
• B. Motels
• C. All-Suites
example - Embassy Suites
http://www.embassysuiteschicago.com/
• D. Limited – Service Hotels
• E. Extended Stay Hotels – continued high
occupancy
– example - Homewood Suites
http://www.homewoodsuitescharlotte.com/
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Lodging Overview
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Levels of Service –
Full-service –
ex. J.W.Marriott
reservations
on-premise dining
banquet
meeting facilities
recreation facilities
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All-Suites –
ex. Embassy Suites
at-home atmosphere
separate living and sleeping areas
or working areas
kitchenette
wet bars
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Lodging Overview
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Limited Service
ex. Hampton Inns
continental breakfast
sleeping room
modest furniture
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Extended –Stay
ex. Homewood Suites
home-away-from-home
fully equipped kitchen
spacious bedroom
living areas
light breakfast or dinner
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Overview of Lodging Industry
• Market Orientation – types of properties
and who they serve
• Residential
– Public dining
– Social activities
– Recreational facilities
• Commercial
– Computerized reservation systems
– Public dining
– Banquet service, lounge and
entertainment areas
– Shuttle transportation to airports
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Lodging Overview
Sales Indicators:
A. Occupancy Percentage:
B. Average Daily Rate:
# rooms sold
# rooms available
room revenue
# rooms sold
50 = 50 %
100
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$4000_ = $80
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Lodging Overview
• Yield Percentage Facility’s success in selling its room
inventory on a daily basis
Rooms sold x ADR
Rooms avail x Rack Rate
50 x $80 = $4,000
100 x $120 = $12,000
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= 33.3 % Yield
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Lodging Overview
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Revenue Per Available Room (RevPAR) Effectiveness of each room to
produce a profit
Room Revenue
= $ 4,000 = $ 40
# rooms available
100
or
Hotel occupancy % x ADR  50 % x $80 = $40
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Lodging Overview
Business Affiliations
• Chain affiliation
• provide operational and marketing services
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reservation systems
advertising
operations
management development
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Lodging Overview
• Referral Property with a Chain
– Assistance with management
– Assistance with marketing, advertising and
reservation
• Company-owned Property
Hotel owned and operated by the chain company
• Management Contract Property
Operated by a consulting company that provides
operational and marketing expertise and a
professional staff
• Independent property
Hotel not associated with a franchise
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Trends That Foster Growth
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Leisure time
3-day weekends
Paid vacations
40 hour work weeks
Early retirement
• Me/pleasure concept
• Shift from thinking that
recreation and leisure were a
privilege for wealthy only
• Travel vs. isolated nature of
many jobs
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• Discretionary income money remaining after
necessities of life are paid
• increase because of two in the
family
• women in the workforce
• not a constant to depend upon:
– Unemployment
– low interest rate make the
purchase of high ticket
items more (homes, cars,
boats) more desirable and
make travel less likely
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Trends That Foster Growth
• Family size/household size
– Smaller families are more likely to have more
discretionary income
• Business travel
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Oil/fuel oil prices/airfare
Fear
Business economy
Conf. call, PicTel
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Trends That Foster Growth
Female business travel
Increasing segment
Amenities/safety
Female travelers
Travel as an experience
Education – to follow-up what they have learned
Culture – visit art, theatre, music, opera, ballet,
museums
Sports and nature
Personal development/hobbies
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Career Development
1. Establishing Career Goals
Know where you want to go
2. Educational Preparation
Associate
Baccalaureate
Distance Learning
Life-long Learning
3. Work Experience
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Professional Memberships
American Hotel & Lodging Association
http://www.ahla.com/
Certified Hotel Administrator (CHA)
http://www.ei-ahla.org/certification_cha.asp
Certified Rooms Division Executive (CRDE)
http://www.ei-ahla.org/certification_crde.asp
Hospitality Sales and Marketing Association International
http://www.hsmai.org/
National Restaurant Association
http://www.restaurant.org
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Career Development
Ports of entry
• Marketing and sales
• Front office
• Food and beverage
• Controller
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Departmental Managers
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Assistant General Manager
Food and Beverage Director
Plant Engineer
Executive Housekeeper
Human Resources Manager
Marketing and Sales Director
Front Office Manager
Controller
Director of Security
Parking Garage Manager
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Functions of the Front Office Manager
Elements that enable the front office manager
to effectively supervise.
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Employees (training)
Equipment (PMS)
Inventory (rooms to be sold)
Budgeted finances
Sales opportunities
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Staffing the Front Office
• Step 1: Estimate or forecast the needs department for
a certain time period through review of the sales
history of previous events, current functions, current
reservations, anticipated walk-ins, stay overs, and
check-outs for that time period to determine their
impact upon labor requirements.
• Step 2: Meet the needs of the lodging establishment
and the needs of the employee.
• Step 3: Calculate the anticipating payroll, requires the
front office manager to go back and price-out each
category of employee.
• Step 4: Prepare a summary of costs by category to
compare projected income for weekly room sales and
weekly payroll.
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Equipment & Forms
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Types of Software: Mayo, Maxial, Fidelio, Opera
Currency exchange board
Petty cash box
Computer and printer
Key rack (manual key)
Docket rack
Reservation form
Reservation confirmation form
Expected arrival list
Arrival list
Expected departure list
Departure list
Registration form
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Equipment & Forms
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Guest card
Breakfast voucher
Welcome drink voucher
Rebate slip
Cash receipt
Miscellaneous form
Currency exchange form
Bellman control
Bellboy errand card
VIP list
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Review Questions 1
1. Market orientation of a hotel refers to which of the following?
a. The ability of the hotel to attract guests
b. The stores surrounding the hotel
c. The type of guests attracted to a hotel
d. The geography of the hotel’s location
2. This concept measures a hotel manager’s efforts in achieving
maximum occupancy at the highest room rate possible.
a. Occupancy percentage
b. Average rate
c. Yield percentage
d. Franchise agreement
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Review Questions 1
3. If a hotel sells 300 rooms in one night and has 400 rooms
available to sell, and attracts 600 guests for that night, the single
occupancy for that night is?
a. 75%
b. 100%
c. 50%
d. 35%
4. The double occupancy rate for the night listed in question number
3 is which of the following?
a. 75%
b. 100%
c. 50%
d. 35%
5. A hotel has collected $10,000 in revenue for the night. They sold
200 rooms. What is the average room rate?
a. $100
b. $50
c. $75
d. $85
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Review Questions 1
6. Levels of service of a hotel are indicated by which of the
following?
a. Full-service, all suites, limited-service, extended-stay
b. Franchise and independent services
c. Luxury, independent, top rated
d. Franchise, referral, limited-service
7. This type of property is a hotel which is operated by a consulting
company that provides operational and marketing expertise and a
professional staff.
a. Management contract
b. Franchise
c. Limited-service
d. Full-service
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THANK YOU AND
HAVE A GOOD DAY
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