(Hotel Front Office Management 5e James Bardi)
(Instructor Manual)
Chapter 1 – Introduction to Hotel Management
I. Instructor to Instructor Chat – This chapter will lead students into the
organizational concepts of the hotel industry. We begin by talking about the
founding leaders of the hotel industry and their impact upon today’s modern day
hotel business. Then the classification system that I have included in this chapter
will allow students the opportunity to make some sense of the vast differences and
similarities of various lodging properties, their services, and locations. The
section on trends that foster growth is a lead into understanding the societal and
financial aspects that will not only support the continued ability of our hotel
industry to flourish, but to also assist the student into seeing just where he or she
will fit into the hotel industry.
I have included student learning activities both for inside and outside the
classroom. These active learning concepts rely on student involvement with the
text material and real-world applications. I encourage you to consider using them
to support your efforts in the classroom.
II. Opening Dilemma – This opening dilemma helps to focus the student’s attention
on careers in the hotel industry. The information in this chapter will assist the
student in learning the various types of hotels and his or her future career path in
the industry.
III. Chapter Focus Points
A. Historical overview of the hotel industry
B. Hotel classification system
C. Trends that foster growth and employment in the hotel industry
D. Career Development
IV. Classroom Presentations
A. Discuss your background in the hotel industry
1. Various jobs you held
2. Your career path
3. Your continued interest in hotel management
4. How your educational experience assisted you
B. Discuss founders of the Hotel Industry
1. E.M. Statler
2. Conrad Hilton
3. Cesar Ritz
4. William Waldorf Astor and John Jacob Astor IV
5. Kemmons Wilson
6. J.W. Marriott and J.W. Marriott, Jr.
7. Ernest Henderson and Robert Moore
8. Ray Shultz
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,C. Discuss historical Developments
1. Atrium concept
a. refer to Figure 1-1
2. Select -service hotels
3. Technological advances
a. refer to Figure 1-2
4. Marketing emphasis
5. Total Quality Management
6. Major reorganization 1987-88
7. Hotel investment
8. September 11, 2001 attack on the U.S.
9. Economic downturn of the late 2000s
D. Discuss overview of the hotel industry
1. introduce Figure 1-3; this figure will anchor the discussion on the various
ways the hotel industry can be discussed
2. discuss types of lodging properties – refer to description and photos in
textbook
a. hotels
b. motels
c. all-suites
d. select service hotels
e. extended-stay hotels
3. discuss market orientation – types of properties and who they serve
a. residential
b. commercial
4. discuss sales indicators
a. occupancy percentage
b. average daily rate
c. yield percentage
d. Revenue Per Available Room (RevPAR)
e. Gross Operating Profit Per Available Room (GOPPAR)
f. Revenue Per Available Customer (RevPAC)
5. discuss levels of service – explain various market segments
a. full-service
b. all-suites
c. select -service
d. extended –stay
6. discuss business affiliations – and these concepts as they relate to hotel
ownership and management
a. chain affiliation
b. company-owned
c. referral property
d. management contract property
e. brands – refer to listing in text book
f. independent property
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, 7. discuss trends that foster growth – as they apply to a hotel ‘s financial
success and a student’s personal career
a. leisure time
b. me/pleasure concept
c. discretionary income
d. family size/household size
e. business travel
f. female business travel
g. travel as an experience
8. discuss career development – how a student of today is the professional of
tomorrow and how career planning is important
a. establishing career goals
b. educational preparation
c. work experience
d. professional memberships
i. American Hotel & Lodging Association
ii. Hotel Sales and Marketing Association International
iii. National Restaurant Association
e. ports of entry
i. marketing and sales
ii. front office
iii. food and beverage
iv. controller
9. discuss researching growth areas in the hospitality industry
a. Trends in the Lodging Industry by Pannell, Kerr, and Forster
i. Use of the Interne Hotel On-line http://www.hotel-online.com
ii. Hotel Business http://www.hotelbusiness.com
iii. Hotel Magazine http://www.hotelsmag.com
b. Trade journals
i. Hotels
ii. Hotel & Motel Management
iii. Lodging Hospitality
V. Supplementary Student Materials to Enhance Active Learning Inside the
Classroom
A. Review the following inserts in Chapter 1
1. Hospitality Profile – Joseph Longo
2. International Highlight – international employment opportunities
3. Frontline Realities – preparation for a meeting to discuss offering long-
term stays for visitors
4. Solution to Opening Dilemma – discuss questions to ask of career fair
recruiters
B. End of Chapter Questions
1. Answers will vary depending upon student’s experience. Guide student’s
answers to follow the front office procedure through reservations,
registrations, services at the property, etc.
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, 2. Answers will vary according to student’s research.
3. Answers will vary according to student’s research.
4. Residential properties are marketed to people who want a long-term
residence. Commercial properties are marketed to people who need
accommodations for a short stay. Therefore the design of the services at
these properties would differ.
5. The four most common locations for lodging properties are center city,
suburban, airport, and highway. The end destination of the guest is
determined by the purpose of the visit.
6. Sales indicators are factors that tell the management and owners of hotels
how profitable a property is. Occupancy percentage (how many rooms
were sold), average daily rate (the average room rate), yield (how
successful the hotel marketing staff and front office staff were in obtaining
the highest room rate and most profitable guest), and RevPAR (the
amount of dollars each hotel room produces for the overall financial
success of the hotel) are examples of sales indicators. Other examples
include (GOPPAR) as total gross operating profit per available room per
day and RevPAC revenue per available customer.
7. Social media can be used by the reservation department to promote social
networking of groups who could use hotel facilities for meetings and room
nights. The current technology allows hotels to link their reservation
system to the social media technology to provide flexibility for the
consumer and thus increase revenues. Encourage students to think of how
they would reach out to potential market segments.
8. The four levels of service are full-service, all-suites, select service, and
extended stay. Full-service usually refers to offer reservations, well-
appointed room furnishings, dining rooms, banquet rooms, health
facilities, concierge, etc.). All-suites refers to a property that offers guests
more than just a room. It offers expanded floor space to include a living
area, separate sleeping areas, kitchen facilities, etc. It may also include, in
addition to reservations, well-appointed room furnishings, health facilities,
etc. Select-service properties offer the guest a sleeping room and a
continental breakfast and or complimentary beverages and snacks along
with a sophisticated reservation service. Extended stay properties offer
similar services as do limited-service properties, but they offer full-kitchen
facilities and upscale room furnishings and appointments. Also they go
above and beyond in offering a “home away from home” type services
that include shopping for groceries, more complete breakfast and snack
services. However, their real competitive edge is offering a scaled rate that
goes down as the longer the guest stays at the hotel.
9. Hilton offers Homewood Suites, Embassy Suites Hotels, Hampton Inns,
Doubletree, and Hilton Hotels; Marriott offers Courtyard by Marriott and
Residence Inns; InterContinentals Hotels offers Holiday Inn Express.
10. Hotels that are operated under a franchise chain have the rights to operate
a hotel under a major hotel brand. The franchisee agrees to operate the
hotel under rigid conditions that will insure standard service at hotels
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