Gis En La Industria Hotelera

The Application of GIS to Hospitality Industry Operations

Wayne C. Guyette, Ph.D. Tennessee State University Nicolas Labombarda, Stein Eriksen Lodge June 29, 2004 ESRI Business GeoInfo Summit

Presentation Goal
To assist hospitality industry executives determine if GIS technologies can benefit their organizations at the unit, operational level.

Purposes
• • • • Why Where How WhenWhat Will Be Presented
1. Hospitality Industry and Tourism GIS Operational Map. 2. Resort Case Study. 3. Hospitality Industry and Tourism GIS Decision-tree.

Hospitality Industry Segments
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Lodging – hotels, motels, inns, lodges, suite only, extended stay, bed and breakfast; Foodservice – elegant, casual, family and quick-serve; InstitutionalFoodservice – health care, industrial, and plant; Catering – business and social; Clubs – golf, tennis, social, business, country and city; Cruise Lines – inland waterway, coastal, island and ocean; Travel Agencies – group, commercial, leisure and focus; Convention and Conference Centers – commercial and municipal; Arenas – sports, music, special event and multi-purpose; Parks – amusement,activity, theme, and recreation; Tourism Based Transportation – ground, air, water; Attractions – cultural, historic, agricultural, museums, aquariums, and other destination attractions Vendor – food and beverage dispensed by machines or portable units; Gaming - river casinos, hotel casinos, and stand alone; and, Resorts – leisure, group, convention and theme.

Resort Industry:
Categorized by Activity• Recreational and sport activity resorts; • Health or spa resorts; • Water and mountain resorts; • Eco-centered resorts; • Convention and meeting resorts; • Gaming resorts; and, • All-purpose, mega-resorts.Year

Resort Industry:
Categorized by Location/Ownership

• • • • •

Year-round resorts; Seasonal resorts; Private sector resorts; Public sector resorts; Public/private partnershipresorts; and, • Timeshare resorts

Driving Imperatives
• Location • Perishability

Hospitality Industry GIS Use: Strategic Level
• • • • • Site Selection Marketing Distribution Competition Analysis Customer Analysis

Part I
Hospitality Industry and Tourism GIS Operational Map.

Hospitality Industry GIS Use: Tactical, Operational Level
• Revenue Generating Departments • Non-revenueGenerating Departments

Tactical/Operational Level - Resort Property Example: 500 Rooms
Revenue Producing Centers Spatially Relevant Yes No

Revenue Producing Centers Rooms Division Reservations Front Office Check-in/Check-out Uniformed Services Bell Concierge Valet Drivers Housekeeping Room Inspectors Housekeepers Laundry Lost and Found Telephone Security Food and Beverage RestaurantsTavern/Bar Room Service Banquet/Catering Guest Services and Activities Golf Club Pool Fitness Center Spa Gift Shop/Retail Outlets Entertainment

10

9

9

Tactical/Operational Level - Resort Property Example: 500 Rooms
Non-Revenue Producing Centers Spatially Relevant Yes No

Non-Revenue Producing Centers Sales and Marketing Sales Tour/Travel National Accounts Individual AccountsAdvertising/Public Relations Convention/Meeting Services Human Resources Personnel Training Accounting Accounts Payable Accounts Receivable Cashiers Night Audit Payroll Purchasing Ordering Receiving Storage and Issuing

10

9

7

HOSPITALITY INDUSTRY AND TOURISM GIS OPERATIONAL MAP Example Map: Banquets, Catering, and Special Events

STEP 1

Operational Elements

EXAMPLE: OPERATIONAL ELEMENTS- DEPARTMENT BASED

Banquet Sales Developing Marketing Plan Evaluating Existing Business Evaluating Potential Business Evaluating Competition Establishing Sales Goals Space Utilization Develop Function Space Utilization Plan Develop Storage Space Plan Develop Facility Yield Management Plan
EXAMPLE: OPERATIONAL ELEMENTS - FUNCTION BASED

Staffing Part-time Staffing Plan Full-time Stafffing...