Chapter 1: Hotel Industry Overview & Professional Career Opportunities.
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Transcript of Chapter 1: Hotel Industry Overview & Professional Career Opportunities.
Chapter 1:Hotel Industry
Overview & Professional Career Opportunities
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
third largest retail industry following automotive & food storesnation’s largest service industryone of the nation’s largest employers
Tourism Industry
Hospitality Retail (Shopping) Stores
Transportation Services
Destination (Activity) Sites
Lodging is Part of Tourism Industry:Tourism Industry
Lodging Operation
F&B Operations
Tourism industry is
Figure 1.1: Segments in the Tourism Industry
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Lodging is Part of Tourism Industry:Lodging (Hotel) Sector
Lodging properties are a segment within tourism industry
Figure 1.2: Range of lodging property alternatives
Destination resorts
Full-service hotels
Limited-service hotels
Sleeping rooms
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
1900
Lodging is Part of Tourism Industry:A Brief History of Hotels
Figure 1.3 : Highlights in the modern history of the US hotel industry
1910
Fewer than 10,000 hotels
750,000 to 850,000 rooms
10,000 U.S. hotels
One million rooms
300,000 employees
Average size: 60-75 rooms
1920
Occupancy: 85%
Hotel construction reaches an all-time peak as thousands of rooms are added along the new state and federal highways
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
1930Occupancy: 65%
AHA’s Hotel Red Booklists 20,000 hotels
Lodging is Part of Tourism Industry:A Brief History of Hotels (continued….)
1940Occupancy: 64%
Average room rate: $3.21
1950Occupancy: 80%
Typical hotel: 17 rooms
Average room rate: $5.91
1960
Occupancy: 67%
$3 billion in sales
Typical hotel rooms: 2,400,450
Typical hotel: 39 rooms, independent and locally owned
Average room rate: $5.91
Figure 1.3 : Highlights in the modern history of the US hotel industry
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Lodging is Part of Tourism Industry:A Brief History of Hotels (continued….)
1970
Occupancy: 65%
$8 billion in sales
Total hotel rooms: 1,627,473
Average room rate: $19.83
1980
Occupancy: 70%
$25.9 billion in sales
Total hotel rooms: 2,068,377
Average room rate: $45.44
Figure 1.3 : Highlights in the modern history of the US hotel industry
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Lodging is Part of Tourism Industry:A Brief History of Hotels (continued…)
1990
2000Occupancy: 63%
$97 billion in sales
Occupancy: 64%
$60.7 billion in sales
Total hotel rooms: 3,065,685
45,020 properties
Average room rate: $58.70
Figure 1.3 : Highlights in the modern history of the US hotel industry
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Close Look at Lodging Organizations
Figure 1.4: 2000 Property / Room Breakdown
By location Property Rooms Urban Suburban Highway Airport Resort
10.2%33.6%42.2%7.7%6.3%
16.0%30.4%31.0%10.2%12.4%
By rate Under $30 $30 - $44.99 $45 - $59.99 $60 - $85 Over $85
13.8%26.9%34.1%16.2%9.0%
3.3%18.1%27.3%25.3%26.0%
By size Under 75 rooms 75 – 149 rooms 150 – 299 rooms 300 – 500 rooms Over 500 rooms
51.5%33.5%10.9%2.8%1.3%
22.5%35.1%21.3%9.9%
11.2%
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Close Look at Lodging Organizations: Typical Lodging Guests
Figure 1.5: Typical lodging guests
28.8% are transient business travelers
25.3% are attending a conference/group meeting
24.6% are on vacation
21.8%are traveling for other reasons (for example, personal, family, or special event)
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Emphasis on safety, cleanliness & service- Guests also consider “intangible” aspects of the purchase decision
Close Look at Lodging Organizations: Lodging Industry Characteristics
Inseparability of manufacture & sales- A room exists & is sold at the same site
Perishability- If a room is not rented on a specific date, the revenue is lost forever
Repetitiveness- Some operating procedures are routines
Labor Intensive- Much of a hotel’s daily work involves employees providing services
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Close Look at Lodging Organizations: Lodging Industry Overview
Largest hotel affiliations
Brands Rooms Properties
1. CENDANT CORPOPRATION 554,834 6,540
2. BASS HOTELS&RESORTS, INC. 481,482 3,030
3. MARRIOTT INTERNATIONAL 374,010 1,846
4. CHOICE HOTELS INTERNATIONAL 337,226 4,219
5.HILTON HOTELS CORPORATION 333,110 1,910
These five represent some 28 % (14,884 / 53,500 properties) of all domestic properties, & 42 % (1,708,617 / 4,100,000 rooms) of all rooms. The majority of these brands do not “own” their hotels, but hotel owners elect to affiliate with the brand, for a fee.
Figure 1.6: Top 5 lodging brands
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Single-unit property not affiliated with any brand
Single-unit properties affiliated with a brand
Multi-unit properties affiliated with the same brand
Multi-unit properties affiliated with the same brand
Multi-unit properties affiliated with different brands
Multi-unit properties operated by the brand or others
Multi-unit properties owned by the brand
Hotel ownership / management
Close Look at Lodging Organizations: Lodging Industry Overview (continued….)
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Close Look at Lodging Organizations: Lodging Industry Overview (continued….)
Figure 1.7: Hotel Ownership / Management Alternatives
Hotel property
Franchise company
(Franchisor)IndependentOwnership Independent
Franchise company
(Franchisor)IndependentOperation IndependentManagement
companyManagement
company
Franchise Non-FranchiseAffiliation
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Close Look at Lodging Organizations: Hotel Organizational Structures
Figure 1.8: Organizational Chart for Small (75 Rooms), limited-service hotel
Small Hotel (75 rooms)
Manager
Custodial personnel
Housekeeping personnel
Bookkeeper/Accountant
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Close Look at Lodging Organizations: Hotel Organizational Structures (continued….)
Large Hotel (350 rooms)
Figure 1.9: Organizational Chart for Large (350 rooms), full-service hotel
G.M.Administrative assistant
Assistant G.M.
Controller F&B director
H.R. Manager
Director of sales & marketing
Front office
manager
Executive housekeeper
Chief engineer
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Line department
Those directly involved in the “chain of command”.Directly responsible for revenues - Front Office & Food / BeverageAlso responsible for property operations- Housekeeping, Maintenance, & Engineering
Staff department
Providing technical, supportive assistance to support line decision-makersMaking recommendations to (but not decisions for) line decision-makers- Purchasing, human relations, and accounting
Close Look at Lodging Organizations: Hotel Departments
Line & staff departments
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Revenue center
A hotel department that generates revenue- Front office & food / beverage departments- Also revenues from telephone services, space rental and fees from parking garages, vending machines, and golf courses
Cost center
A hotel department which incurs costs in support of a revenue center- Marketing, maintenance, accounting, human resources, & security departments
Revenue and cost centers
Close Look at Lodging Organizations: Hotel Departments (continued….)
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Successful hotels greatly emphasize serving their guests to the best possible extent.
Lodging is a Service Business
The brand name a hotel uses is not the most important factor in a hotel’s success.
When hotels put guests’ needs first, those hotels will do well.
Facility Engineering & Maintenance
Consistent delivery of quality of products and services to guests must be addressed first, rather than considering tactics to maximize revenue; minimizing costs comes next!
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
How will we show our staff and tell them about the need for high quality guest service?How exactly will we evaluate the level of service quality being provided to our guests?What exactly are our service strategies and our service procedures?How will we train our staff about service concerns and the tactics to deliver service?How will we reinforce our service strategies?What can we do to emphasize service as a philosophy rather than as a program with a definite start & end time?What can we do to excel in the guests’ moments of truth?
Questions that must be addressed to deliver quality service:
Lodging is a Service Business (continued….)
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Overbuilt problem
Hoteliers should examine ways to reduce costs without impacting quality.An excessive emphasis on cutting service or product quality will ultimately result in reduced hotel revenue.
Managers should implement procedures to: a) reduce turnover levels, b) increase productivity levels, c) recruit from non-traditional employee labor markets.
Labor shortages
Current Issues confronting Hoteliers: Operating Issues
Cost containment
Increased competition
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Various amenities (e.g., business centers) increase costs for hotel owners yet sometimes appeal to only a small segment of the hotel’s market.
Results in a more competitive selling environment for hoteliers (e.g., online room booking)
The more the number of brands increase, the harder consumers find it to differentiate between them.
Efforts to focus on a highly defined, smaller group of travelers.
Market segmentation is increasing
Current Issues confronting Hoteliers: Marketing Issues
Brands overlap
Increased sophistication of consumers
Increased number of amenities
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Interactive reservation system- Allows potential guests to make reservations at preferred room rates in reduced timeGuestroom innovations- Two (or more) telephone lines enabling Internet access / interactive menu ordering for room service / electronic games and guestroom checkoutData mining technology- Analyzing guest- (and other) related data to make better marketing decisionsYield management- Matching guest demand with room rates
Recent technological innovations include:
Current Issues confronting Hoteliers: Technological Issues
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
“As goes the economy, so goes the lodging industry”
Impact of globalization on the lodging industry
Lodging industry is an integral part of the tourism industry
- It is affected by the extent to which travelers, both within the country and worldwide travel
Facility Engineering & Maintenance
Economies of the world, the country, the state and the community play on the financial success of a lodging organization & the individual properties which comprise it.
Current Issues confronting Hoteliers: Economic Issues
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
G.M / Rooms division M. / Front office M. / Controller / Executive housekeeper / Catering M. / Executive steward / F & B M. / Banquet M. / Chef / Executive chef / Food production M. / Pastry Chef / Sous chef / Room service M. / F & B controller / Restaurant M. / Beverage M. / Purchasing Director / Human Resource M. / Credit M. / Executive assistant M. / Convention M. / Marketing & sales M. / Auditor / Director of security / Convention services director / Resident M / Chief engineer
Typical Multi-Unit Positions: Area G.M. / Regional G.M. / Director of Training / Vice president, finance / Vice president, real estate / Director of franchising
Close Look at Lodging Organizations: Lodging Industry Overview (continued….)
Hotel Operations Management, 1/e ©2004 Pearson Education Hayes/Ninemeier Pearson Prentice Hall
Upper Saddle River, NJ 07458
Enrolling in and graduating from hospitality-related programs of studyWorking in a variety of lodging positions (including educational internships)Developing a career ladder for professional development within the lodging industry- Working with a mentorObtaining suggestions by talking with G.M.s at hotels nearby industry leaders and educators
How does one start to plan for a career in the lodging industry?
Professional Career Opportunities in Lodging: Get Started With Career Planning