Chapter 5 - Meeting Guest Needs.ppt

7/23/2019 Chapter 5 - Meeting Guest Needs.ppt

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LODGING: MEETINGGUEST NEEDS

CHAPTER 5


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LEARNING OUTCOMES

1. Identify the five criteria for classifying hotels and name the typesof hotels in each classification

2. Principle customer types served by the hotel industry

3. Identify the needs and preferences of business travelers, howdoes the lodging industry accommodates them

4. Eamples of ways in which lodging is responding to the needs ofgrowing mar!et segments " senior travelers, female travelersand family travelers


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CLASSIFICATIONS of HOTEL

PROPERTIES

#an be classified according to price, function,

location, mar!et segment and distinctiveness ofstyle

$any hotel can fall under more than one

category


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PROPERTIES

%otel classified by price

%otel classified by function

%otel classified by location

%otel classified by mar!et segment

&ther %otel #lassifications


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CLASSIFICATIONS of HOTELPROPERTIESHotel classified b !"ice#$ Li%ited&Se"'ice Hotels

' &nly guest rooms, little or no public space,no meeting or function space, very limited orno food and beverage facilities

' (lso called )budget* or )economy* hotels

' (verage daily rate in 2++ - /1.2,

' (verage si0e was 12 rooms


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($ F)ll&Se"'ice Hotels

' &ffer a wide range of facilities and amenities,more space and meeting function space, atleast one food and beverage facility

' (verage daily rate in 2++ - 12/.2+

' (verage si0e was 2 rooms

CLASSIFICATIONS of HOTELPROPERTIESHotel classified b !"ice


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*$ L)+)" Hotels

' pscale d5cor and furnishings that may be uni6ue to the hotel' 7ull array of services and amenities' #oncierge service, several food and beverage operations

including a gourmetfine'dining restaurant, ban6uet facilities, fullroom service 824hrs9 and recreational facilities

' %igh ratio of employees to guest rooms, with room rates above

the mar!et area average' %igh'end corporations are entering the luury hotel mar!et' (verage daily rate in first part of 2++ was 2/3. compared to

the overall hotel mar!et:s average daily rate of ;.42'


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CLASSIFICATIONS of HOTELPROPERTIESHotel classified b f),ctio,#$ Co,'e,tio, Hotels' =arge ++ or more guest rooms, average si0e in 2++

- /+ rooms' &ffer etensive meeting or functions space including

large ballrooms and ehibition space' Etensive food > beverage operations, several

lounges and restaurants, ban6uet facilities and roomservice

' &ften located close to convention centers and otherconvention hotels, providing facilities for citywideconventions and tradeshows.


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2. #ommercial %otels

' 1++ to ++ guest rooms' =ess public space, smaller meeting and

function space, fewer 7>? outlets andlimited recreational amenities.

' =ocated downtown

' @ear large office complees and retailstoresentertainment centers

CLASSIFICATIONS of HOTELPROPERTIESHotel classified b f),ctio,


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CLASSIFICATIONS of HOTELPROPERTIESHotel classified b locatio,#$#$ Do-,to-, HotelsDo-,to-, Hotels'

$ostly !nown as #ommercial hotels$ostly !nown as #ommercial hotels' 7irst class down town properties are reasonable )autofriendly*

' #ommand higher rates " offset land cost and to coverwhatever public facilities available.

($($ S)b)"ba, HotelsS)b)"ba, Hotels

' Amaller than downtown hotels 82++'3+ rooms9 and aregenerally low to mid rise structures

' sually have interior corridors and meeting andban6uet facilities


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*$ Hi./-a 0 I,te"state Hotels

' Amaller 8about 1++'2+ rooms9, low rise structures' Eterior corridors to guest rooms, minimal ban6uet and

meeting space, and some food and beverage facilities

1$ Ai"!o"t Hotels

' Ai0es and amenities vary depending on location andsi0e of the airport

' Bange from 2+'+ rooms' &ffer courtesy van that offers transportation to from

airport

CLASSIFICATIONS of HOTELPROPERTIESHotel classified b locatio,


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CLASSIFICATIONS of HOTELPROPERTIESHotel classified b %a"2et se.%e,t#$ E+ec)ti'e Co,fe"e,ce Ce,te"" &ften in secluded or suburban settings and have

fewer than 3++ guest rooms

" &ffer well designed learning environments, provide avariety of small meeting rooms with audiovisual andtechnological support

" $eals and use of recreational facilities are oftenincluded in 6uoted daily room rate

" E.g. Ceorgia #onference #enter in(tlanta C(


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($ Reso"ts

" =ocated in pictures6ue settings

" 2++'++ guest rooms

" Provide a comprehensive array of recreational amenities

depending on geographic location

" Dariety of food and beverage outlets

" &ften not feasible for guests to leave resort properties to

dine due to remote location

CLASSIFICATIONS of HOTELPROPERTIESHotel classified b %a"2et se.%e,t


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" estination resorts " tend to be dramatic, desirable resorts such as%awaii or the #arribbean that are long distances away from home. Disittend to be infre6uent, usually once a year or less

" @ondestination resorts 8or Begional resorts9 " involve a short 2 or 3hours trip by car. Disit tend to be shorter but more fre6uent

" It is feasible for resorts of cater to both destination and nondestination travellers.

" Besorts can also be classified on a seasonable basis such as summer, coldwinter 8e.g. s!i resorts9, or warm winter 8e.g. Aouth 7lorida9.


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*$ Casi,o Hotels a,d Reso"ts

" Fhy do casino hotels > resorts differ in theiroperations compared to most hotelsGG



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1$ Healt/ S!as

"

sually located in resort type settings or as a part of alarger resort, provide special amenities focusing on needssuch as losing weight, reducing stress and pamperingoneself

" Apas the fastest growing segment of the lodging industry inthe past years, and are considered a necessity to remain

competitive in attracting leisure and business travelers" Apa staffs include dieticians, therapists, masseurs andsometimes even physicians. #ategories of spas include hotsprings, beauty spas, fitness spas and holistic spas

" Fith the baby boomer mar!et aging and becoming morehealth conscious, spas will become increasingly profitable



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5$ 3acatio, O-,e"s/i!

" )timeshares* > )vacation intervals*

" ( type of share ownership in which the buyer purchases theright to use a residential dwelling unit for a portion of theyear

" In 2++, 4.1$ households owned one or moretimesharescondominiums.


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CLASSIFICATIONS of HOTELPROPERTIESOt/e" Hotel Classificatio,s#$ All S)ite Hotels

' Cuest rooms are larger than the normal hotelroom 8more than ++ s6uare feet9

' ( living area or parlor is typically separatefrom the bedroom with some propertiesoffering !itchen areas


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($ E+te,ded Sta Hotels

' Aimilar to all suites hotels ecept rates are usuallysignificantly less with daily, wee!ly and monthly rates

' Bestaurants may be located nearby but there are noon site food and beverage outlets

*$ Histo"ic Co,'e"sio,s' Properties that have historical significance and have

been renovated to their original splendor

' %ave great appeal as a combination of earlier

grandeur and elegance with modern amenities

CLASSIFICATIONS of HOTELPROPERTIESOt/e" Hotel Classificatio,s


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1$ 4ed a,d 4"ea2fast I,,s 464s7

' to 1+ rooms, average of rooms' Aerve brea!fast which is included in the

6uoted rate' $ost ?>?:s are outside of urban areas and

most owners live on the premises' ?:s has increased from

fewer than 1,+++ in 1;+ to about 2+,+++

today

CLASSIFICATIONS of HOTELPROPERTIESOt/e" Hotel Classificatio,s


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PROPERTIES

5$ 4o)ti8)e Hotels

' Apan all price segments and are noticeablydifferent in loo! and feel from traditionallodging properties

' Interior designs can range from postmodern

to homey.' Image and atmosphere distinguish them' ?outi6ue themes tie into traveler:s desire to

be perceived as trendy, affluent and artistic


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%ighest percentage of guests is =eisure

travelers " 2H 82++9

?usiness travelers " 4H 82++9

T9PES OF TRA3ELERS


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T9PES OF TRA3ELERS?usiness travelers

(. #orporate mar!et segment' #onsist of for profit companies

' $ore money to spend compared to non profits or other businesssegments' Pay higher rates epecting 6uality service and facilities

?. (ssociation $ar!et Aegment

' $ore cost conscious than corporate segment' #onsists of individuals or companies banded together in sharing

common purposes or goals' $embers often pay for services themselves' =arge number of attendees, re6uire large convention and ehibition

facilities


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T9PES OF TRA3ELERS&ther Aegments

" A$EB7 business "Aocial, $ilitary, Educational,Beligious and 7raternal sources

' Aome are leisure based 8Aocial-wedding, proms9while some are more business based 8$ilitary andeducation, religious9

' A$EB7 customers loo! for lower rates compared to

corporate and association segments

' &ther segments include tourtravel, cultural, sportsand government subsegments


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T9PES OF TRA3ELERSInternational


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ANTICIPATING GUEST NEEDS i,

PRO3IDING HOSPITALIT9 SER3ICE

" %otels are a service industry with the goal ofmeeting and eceeding guest:s epectations

"


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ANTICIPATING GUEST NEEDS i,

PRO3IDING HOSPITALIT9 SER3ICE co,t7

"


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Hotel Rati,. Sste%s

"

$obil


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E%!loees as t/e I,te",al C)sto%e"s

"


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E+t"a Readi,.s

www.ahla.com

www.marriott.comwww.ichotelsgroup.com

httpwww.howstuffwor!s.comabout'mtg1.htm

httpen.wi!ipedia.orgwi!i7orbesK

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Chapter 5 - Meeting Guest Needs.ppt