Front Office Operations
Adam Fikis Week #4
Quality Impacts Service
Quality: the consistent delivery of products and services according to
Service: the process of helping guests by addressing their wants and needs
with respect and dignity in a timely manner.
Two important points of service:
Service is not the same as servility
Properly addressing a guest’s “wants” first requires defining those
Value: the relationship between price paid and the quality of products and
services which are received.
Employee to Guest Ratio: the number of employees relative to the number
of guests. In the lodging industry, this is typically expressed in terms of
employees per room.
Satisfaction & Loyalty
Guest Satisfaction = how well a guest’s expectations are met.
Guest Loyalty = how likely guests are to return to an organization
and their willingness to build relationships with the organization. Relationship between Guest Satisfaction and Loyalty
Loyal Guests vs. Satisfied Guests
Loyal guests – more valuable than satisfied guests.
◦ A loyal customer who returns and spreads positive word of
mouth has a very high value.
◦ A satisfied customer who does not return and does not spread
positive word of mouth has no value to the company.
Loyal Rewards Programs – as tools to assist in creating loyal guests.
Hotel Rewards Programs
Delta – Delta Privilege
◦ Gold – 5 stays or 20 room nights
◦ Platinum – 15 stays or 30 room nights
◦ Platinum Plus – 25 stays or 50 room nights Fairmont – Fairmont President’s Club
◦ Club Membership – Upon enrolment
◦ Premier Membership – 5 stays or 10 room nights
◦ Platinum Membership – 10 stays or 30 room nights
Hilton – Hilton HHonors
◦ Blue Level – Upon enrolment
◦ Silver VIP – 4 stays or 10 nights
◦ Gold VIP – 16 stays or 36 nights or 60,000 points
◦ Diamond VIP – 28 stays or 60 nights or 100,000 pts
Focusing in on the “Right Guest”
Innovative hotel companies are beginning to recognize that not all
customers are worth attracting and keeping.
Segmentation – organizations are now trying to identify segments
that differ in current or future profitability to the organization.
80/20 rule – virtually all organizations all aware that their customers
differ in profitability, in particular that a minority of their customers
account for the highest proportion of sales or profit.
Ie: Hilton HHonors Gold and Diamond tier guests account for 80% of
yearly revenue at Hilton.
Important parts of a first impression include:
No (or a short) wait to check-in
A friendly welcome and acknowledgement of your name
Correct reservation information The proper room available for you
Answers to your questions
Directions to your room
Suggestions about where to park your car
Quality Service System: Ingredients
1. Consider the guests being served.
2. Determine what the guests desire.
3. Develop procedures to deliver what guests want.
4. Train and empower staff.
5. Implement revised systems.
6. Evaluate and modify service delivery systems.
(1) Consider the Guests Being Served
Similar and diverse needs
Basic service expectations
(2) Determine What the Guests Desire
Can be done by:
“Managing by walking around”
Questionnaires (comment cards)
Talking with guests as they check-out
Asking line-level employees
Supervisor: a staff member who directs the work of line-level
Manager: a staff member who directs the work of supervisors.
(3) Develop Procedures to Deliver What Guests Want Benchmark: the search for best practices and an understanding about
how they are achieved in efforts to determine how well a hospitality
organization is doing.
Cross-Functional Team: a group of employees from each
department within the hospitality operation that work together to resolve
(4) Train and Empower Staff
Empowerment: the act of granting authority to employees to make
key decisions within the employees’ areas of responsibility.
(5) Implement Revised Systems
Testing new strategies
Implementing the changes in some sample cases
“Rolling out” the plan changes to all area