Accommodation Management pt2

Accommodation Management pt2

1. PART TWO: HOTEL OPERATION

2. HOTEL PRODUCTS

   • MARKETING MIX (4 P)
     • Product
       • = service/set of services
         • product in hospitality = service. Requires improvement and innovation all the time (to adapt to the needs and expectations of different customers)
         • intangibility
           • In services, what is most evaluated are actions, efforts, performances.  Guests don't get anything tangible, they leave the hotel with only a memory of their experiences.
         • composed of:
           • product: room
             • *different types: single, double etc., *complementary services: - included in price: amenities, water, electricity, Internet, TV, shampoo etc. - extra paid: room service, laundry, minibar - breakfast
             • 50 to 70% of total sales
           • product: space rental
             • rental of meeting spaces (meeting rooms, auditoriums, etc.), as well as other spaces, indoor or outdoor (e.g. for activities, yoga, swimming etc.)
           • product: food and beverage
             • This type of product includes restaurants and bars, but alsothe banquet service, room service and breakfast service.
           • other products
             • This may include secretarial services, equipment rental, entertainment services, health club services and access to concessioned beaches, sale of newspapers and magazines, transport services, commercial services within the hotel (souvenir shop), beauty salon etc.
             • Packages of products
       • must be different and special
         • Guests' choose of a hotel is based on: availability, image, price and positioning.  Manager must explore the market and see how to differentiate his hotel's product from the competitors!
     • Price
     • Place
     • Promotion (Communication)

3. ORGANIZATIONAL STRUCTURE

   • A hotel is divided into several areas of operation, which can vary from hotel to hotel depending on its size, the market for which it works, the number of stars it has etc.
   • Operational departments
     • refer to those departments that are most directly linked to the smooth running of the hotel and the services that are provided
     • Reception
       • Directed by the reception manager. Organization depends on many factors (location of the hotel, amount of employees needed).
       • front office
         • “face” of the hotel.  The damage caused by a negative first image will remain in the customers' memory forever! FIRST IMPRESSION IS THE KEY
       • in larger hotels sub-departments:
         • reservations
           • Functions: room reservations, salescontrol, reception of correspondence and telephone, fax, etc. Deals with all matters related to the booking of accommodation (private clients and tour operators)
         • Front Desk
           • The counter area, most direct connection with customers. Functions: planning and control (occupied, free or blocked) of the rooms, supervising reservations and relative documentation,registering customers (entering and leaving), changing rooms, special requests, public relations, checking andproving departure dates, organization of statistical data, information on customer movement to all service departments and production control from the sale of rooms.
         • current account customers
           • clients' current account - making invoices, responsibility for the amounts of services consumed by customers, controlling invoices, carrying out daily closing, calculating commissions, weekly invoices and supervising the balance of customer invoices.
         • cash
           • collecting invoices, opening and closing security safes
         • Guests Relations Departament
           • public relations, main communication link between the hotel and the guest. must have: hospitality, oral communication skills, be discreet, have creativity to discover specific values and know the responsibilities of hotel services
     • Maintenance
       • reception provides: list of occupied rooms and the anomalies detected by the housekeeping
     • Concierge
     • Kitchen
     • Floors
     • Restaurant
       • reception provides: guest listings, with their food preferences and possible allergies;
     • Laundry
     • Bar
   • Auxiliary departments
     • Provide auxiliary services to the hotel or customers.
     • Shopping
       • reception provides: needs of your customers
     • Direction
     • Marketing
     • Administration
     • Hotel entertainment
     • Accounting
       • reception provides: invoices and receipts for the day
     • Wellness / Spa
   • relationship between hotel structures
     • must be strictly controlled
       • Operating Result of the Accommodation (DPR-Departamental Profit Rooms) = revenue from the accommodation - cost of employees and other costs
         • Managers use techniques that allow them to control costs more effectively, e.g.: blocking floors in low season, using low-cost lamps, placing shower gel and shampoo dispensers, placing electrical system control keys, among countless others.

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