1) Explain how the traveler and tourism industry can be categorized, and classify hotels in terms of their size and target market.
The hospitality industry is part of a larger enterprise known as the travel and tourism industry. The travel and tourism industry is a vast group of businesses with one common goal: providing necessary or desired product and service totravelers. They can be categorized in 5 groups:
* Lodging Operations
* Transportation Service
* Food and Beverage Operations
* Retail Stores
Size or number of guestroom in a property-
* Under 150 rooms (little)
* 150 to 299 rooms (medium)
* 300 to 600 rooms (large)
* More than 600 rooms (mega)
* Commercial Hotels
* Airport Hotels
* Extended-Stay Hotels
* Residential Hotels
* Resort Hotels
* Bed-and-Breakfast Hotels
* Vacation Ownership and Condominium Hotels
* Casino Hotels
* Conference Centers
* Convention Hotels
* Alternative Lodging Properties
2) Classify hotels in terms of their levels of service, and ownership and affiliation.
Another ways to classify lodging properties is bylevel of guest service, which is a measure of the benefits provide to the guest. The level of guest service offered in a hotel varies without regard to hotel size or type and some hotels offer more than one level of service. The level of service is usually reflected in a guest’s room rate.
* The intangibility of Service
* Quality Assurance
* Rating Service
* World-Class Service
* Mid-Range Service
* Economy/Limited Service
Ownership and Affiliation
Ownership and affiliation provide another means of classifying hotel properties. Two basic equity structures exist:
* Independent hotels
* Chain hotels
3) Describe characteristics of business, pleasure/leisure, group and affiliation.
* The business travel market is important to many lodgingproperties. Historically, business travelers were the first and primary markets for hotels, dating back to the railroad age. In the United States, more than 35 million people take business trips each year.
* The segments of the pleasure travel market often overlap. The specific segmentation of this market often depends on the attractions, products and services offered in the destination area of alodging property. Typical market segments include specialized resort travel (for example, family pleasure travel, travel by the elderly and travel by singles or couples.
* Group travel is different from business travel because some groups, such as organized tour groups, travel for pleasure. Business travel related to meeting and conventions is commonly classified into two markets: institutionaland corporate/government. Gatherings held by the institutional market are usually open to the public.
4) Identify factors that affect travelers’ buying decisions and describe what hotels can do to reward loyal guests.
Many things affect a traveler’s selection of overnight accommodations. Buying influences may include satisfactory experienceswith hotel, advertisements by a hotel or a chain organization, recommendations by family members or friends, the location of a hotel and preconceptions of a hotel based on its name or affiliation. To persuade guests to choose one hotel over others, many hotels develop marketing plans that may include the use of billboards, newspaper and radio advertisements, printed publications, the internet,personal and telephone sales efforts, public relations activities and direct mail pieces. Hotel can do a lot of thing to reward loyal guest, like: discounts, free nights and anything the hotel can do to make your stay a lot better.
Competencies Chapter 2
1) Explain what a mission is, and describe how goals, strategies and tactics are used to accomplish a hotel’s mission.