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Lecture 6

HA 210 Lecture Notes - Lecture 6: Meeting And Convention Planner, Yield Management, Tooms


Department
Hospitality Administration
Course Code
HA 210
Professor
Hospodka
Lecture
6

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HA210 Chapter 6 Notes
Components of the Reservation
Information contained in the reservation:
Essential Reservation Data
a. Arrival and Departure Dates, Number of Nights
i. Both are required to avoid confusion
ii. Guest may be aware of check-in/out cycle (noon)
b. Number of persons and who they are
i. Determines types of bed/cot/crib needed
c. Number of rooms required
i. Party size and type
ii. Groups may be referred directly to hotel/sales dept.
d. Type of rooms required (Exhibit 6-3)
i. Linked to quality desired/price sensitivity
e. Corporate Affiliations
i. Pre-negotiated rates with some companies, corporate rates
f. Price
i. Quoted top-down or as suggested by yield system
ii. Up-sell by giving benefits of more expensive rooms
iii. Cross-sell by suggesting other properties in the chain
g. Name
i. Verification and record billing, info, lost property
ii. Guest history, frequent guest programs (FGP), personalized service
h. Quality of the reservation
i. Probability of no-show
a. Essential Reservation Data (continued)
i. Corporate Affiliations
1. Pre-negotiated rates with some companies,
corporate rates
ii. Price
1. Quoted top-down or as suggested by yield system
2. Up-sell by giving benefits of more expensive rooms
3. Cross-sell by suggesting other properties in the
chain
iii. Name
1. Verification and record billing, info, lost property
2. Guest history, Frequent Guest Programs (FGP),
personalized service
iv. Quality of the reservation
1. Probability of no-show
v. Essential information needed to complete reservation
b. Optional Reservation Data (nice to know)
i. Estimated time of arrival
1. Save room for late arrivals
2. Schedule F.O. staff, van drivers, airport pick-up,
etc.
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ii. Special Requests
1. Handicap access, ocean-view, desired floor
a. Noted, but rarely guaranteed try on arrival
iii. Smoking preferences
1. Options may range from choice of smoking/non-
smoking rooms/floors to a complete smoking ban
within any hotel across the chain
iv. Discounts or Affiliations
1. AAA, AARP, Convention Rate, etc.
a. May be denied if not asked for at reservation
time
v. Address
1. Needed for record and to mail confirmation
2. E-mail Address
c. Confirming the Reservation
i. Unique Confirmation Number is generated by computer
ii. Unique number serves as “proof,” enables tracking
iii. Printed confirmation mailed to guest on request
ii. Reservation Information Flow
a. Guest History Database
b. How does James Bond like his martini?
i. Earlier guest history was on a property level
1. Problem: Known preferences of guest in Four
Seasons-Chicago was not recognized in Four
Seasons New York
ii. Centralized guest history possible with computerization
iii. Now chain-wide access to “recognition” and needs
1. Creates a personal connection to the hotel/chain that
builds brand loyalty
iv. Important tool for cross-selling and promotions
v. Enables company to measure “Customer Value” for chain
vi. History and preferences pop up on screen at time of
reservation and arrival
iii. Reservation Information Flow
a. Automatically updates all linked systems
i. Different departments have access to expected arrivals
1. Useful info for long-term and short-term employee
scheduling
2. Good for Sales, Public Relations, HK, F & B, etc.
b. Advance Deposits to reduce no-shows
i. Done by cash or check earlier
1. Checks normally held, but not cashed
a. Problem of bounced checks
ii. Less popular now as too many costs and hassles with
handling
iii. Credit Card Guarantees
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