Delivering the Guest Experience: Successful Hotel, Lodging and Resort Management

Preface: Purpose and Design of this Textbook
A Note to Instructors
About the Author

Section 1: Hotel Industry Overview
CHAPTER 1: Introduction to the Hotel Industry
Three Business FOCI
Hotel Branding
Hotel Ownership
Hotel Management
Hotel Industry Relationships
Branded Management Companies
Asset Light Strategy
Branded Versus Independent Hotels
Lodging Segments
Full-Service Versus Select-Service
Six Categories of Hotels
Pricing and Service Strategies
Specialty Segments
The Future of Independent Versus Branded Hotels
Exceptional Guest Experiences—The Core Service
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes
Hotel Development Project
Assignment 1: Understanding the Location and Market

CHAPTER 2: Successful Hotel Management
Management Priorities and Focus
Vision, Mission, and Values
Customer-Focus: External and Internal
Cycle of Success
Business Model of an Upper-Upscale Hotel
The Role of an Effective Hotel General Manager
Operational Structure of a Full-Service Hotel
Management Structure
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes
Hotel Development Project
Assignment 2: Vision, Mission, and Values

Section 2: Building Guest and Client Relationships
CHAPTER 3: Defining Guest Segments
Core and Peripheral Services
Individual (Transient) Guest Segments
Group Guest Segments
Meeting and Conference Space
Contract Guests
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes
Hotel Development Project

CHAPTER 4: Effective Sales and Marketing
Demand Generators and Sources of Business for Hotels
Direct Sales
Roles of the Various Sales Professionals
Sales Team Deployment
Effective Supervision of Sales Professionals
Marketing Support Provided by the Hotel’s Brand
Electronic Media Platform
Brand Advertising
Central Reservations Office
Loyalty Program
Regional, National, and International Sales Offices
Brand Relationships
Property Referrals
Creating an Effective Integrated Marketing Communications Program
Traditional Media
Electronic Media
Marketing Partnerships
The Hotel Marketing Plan
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes
Hotel Development Project

CHAPTER 5: Optimizing Revenue
Optimizing Revenue
Optimizing Versus Maximizing Revenue
Five Necessary Conditions
Revenue Management Team
Basic Revenue Management Concepts
Revenue, Expenses, and Profit
Service Capacity (Supply)
Room Nights (Demand)
Utilization Rate (Occupancy)
Average Price (Average Daily Rate)
Yield (Revenue per Available Room)
Establishing Guestroom Rates
Establishing Best Available Rates
Dynamic Pricing
Psychological or Just-Below Pricing
Guest Mix
Managing the Availability of Room Rates
Distribution Channels
Length-of-Stay and Day-of-the-Week Considerations
Stay Restrictions
Building upon a Group Base
Group Contracts
Options
Forecasting Hotel Revenue
Annual Forecasting Process
Short-Term Forecasts
Data
Revenue Management Systems
The Last Hotel to Sell-Out
Assessing Revenue Performance
Penetration Index
ADR Index
Chapter Summary
Key Terms and Concepts
Special Supplement: Calculating the Mean, Standard Deviation, and Skewness of a Sample
Discussion Questions
Endnotes
Hotel Development Project
Assignment 3: Defining the Hotel: Brand, Guestroom Count, Facilities, and Experiences
Section 2 Supplement: Sales Team Deployment: A Tale of Two Markets
Strategic Overview
Sales Team Deployment
Discussion Questions
Endnote

Section 3: Delivering the Core Service: The Rooms Division
CHAPTER 6: Guest Services Operations
Key Functions, Service Processes, and Experiences
Systems-Thinking with a Customer Focus
Reservations Sales Function
No-Shows, Cancellations, and Overbooking
Managing Guestroom Inventory
Guest Arrival Experience
Guest Rooming Procedure
Guest Departure Experience
Guest Experience Mapping
Guest Communications
Emergency Communications
Concierge and Guest Activities
Transportation Services
Parking Services
Organizational Structure
Guest Services Staffing and Labor Costs
Keys to Effective Management
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes

CHAPTER 7: Housekeeping and Laundry Operations
Primary Role of the Housekeeping Department
Organizational Structure
Housekeeping Management and Supervision
Line Positions and Responsibilities
Housekeeping Staffing
Managing Labor Productivity
Calculating Labor Productivity
Controlling Housekeeping Supplies, Inventories, and Costs
Guestroom Amenities
Cleaning Chemicals and Supplies
Operating Supplies, Including Linen and Glassware
Operating Equipment
Linear and Non-Linear Processes
Breaking out the House
Daily Discrepancy Report
Morning Line-Up  
Guestroom Cleaning Procedure
Room Attendant Safety
Glassware
Checklists
Heart-of-the-House Cleanliness
Evening Turndown Service
Deep Cleaning
Sustainability
Cribs, Rollaway Beds, and Other Housekeeping Requests
Maintaining Hotel Guestrooms
Room Inspections
Property Operations and Maintenance Partnership
Laundry Operations
Types of Linen
Reclaiming Linen
Laundry Chemicals
Laundry Equipment
Prioritizing Laundry Workload
Allocating Laundry Expenses
Chapter Summary
Key Terms and Concepts
Discussion Questions
EndNotes
Hotel Development Project
Assignment 4: Rooms Division: Service and Staffing

Section 4: Delivering the Peripheral Services: Food, Beverage, Conference Services and Recreation
CHAPTER 8: Food and Beverage Operations
Scope of Food and Beverage Operations
Food and Beverage Outlets
Conference Services, Catering, and Banquet Operations
Beverage Department
Food Production Department
The “Personality” of the Hotel or Resort
Supporting the Guestroom Operation
Food and Beverage Profitability
Divisional Structure
Food and Beverage Staffing Guides
Forecasting F&B Revenue
Prime Cost
Controlling F&B Inventories and Cost of Goods Sold
Restricting Access
Checks and Balances
Menu Engineering
Potential Food Cost
Potential Beverage Cost
Calculating the Actual Cost of Goods Sold
Protecting Revenue
Pre-Shift Routines
Delivering Exceptional Guest Experiences
Linear Systems
Non-Linear Systems
F&B Outlets
Banquet Operations
Responsible Sale of Alcoholic Beverages
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes
Hotel Development Project: Assignment 5: Defining the F&B Concept: Outlets and Services

CHAPTER 9: Resort Operations
Types of Lodging in a Resort Setting
Traditional Hotels Versus Destination Resort Hotels
Resort Communities
Vacation Rentals and the Sharing Economy
Interval or Vacation Ownership
Recreational Amenities and Fees
Resort-Style Pools and Water Features
Resort Services Fees
Golf Resorts
Racquet Sports
Mountain Resorts and Adventure Sports
Theme Park Resort
Wellness Amenities
Marketing Resort Services
Operational Systems
Unique Characteristics of a Resort Market
Seasonality
Housing Costs and Availability
Scarcity of Labor
Community Dynamics
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes

Section 5: Delivering a Return to Hotel Investors
CHAPTER 10: Maintaining the Hotel Asset and Sustainability
Scope of the Property Operations and Maintenance Department
Building Systems
Engineering Knowledge, Skills, and Abilities
POM Expenses
Categories of Maintenance Tasks
Guest Calls
Work Orders
Preventative Maintenance
Safety
Information Technology
Outside Contractors
Successful Engineering Management
Accountability
Recordkeeping
Capital Expenditures
Creating a 5-Year Capital Expenditure Plan
Sustainability
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes

CHAPTER 11: Administration and Control: Human Resources, Accounting, and Loss Prevention
Administrative and General Department
Centralized Functions
On-Property Administrative Personnel
Human Resource Functions and Strategies
HR: Every Manager’s Responsibility
Compensation
Unemployment and Workers Compensation
Legal Compliance
Hiring Associates
References and Background Checks
Recruitment, Hiring, and Affirmative Action
Orientation and Training
Coaching, Counseling, and Performance Evaluations
Employee Opinion Survey
Employee Recognition and Celebrations
Accounting and Control Functions
Income and Night Audit
General Cashier
Accounts Payable
Accounts Receivable
Payroll
Purchasing and Receiving
Financial Reporting
Relationship between the P&L and the Balance Sheet
Loss Prevention
Role of the Loss Prevention Officers
Manager-on-Duty Program
Emergency Procedures
Safety Committee
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes

CHAPTER 12: Hotel Investment
Hotel Investors
Categories of Investors
Understanding an Investor’s Motivation
High-Risk Investment
Minimizing Risk Through Mixed-Use Development
Return on Investment
Debt
Market Performance Versus Investment (Financial) Performance
Estimating a Hotel’s Value
ADR and Guestroom Count
Targeted Cap Rate
Asset-Based Methods
Discounted Cash Flow
Contractual Relationships
Hotel Management Agreement
Franchise or Licensing Agreement
Asset Manager
Chapter Summary
Key Terms and Concepts
Discussion Questions
Endnotes
Hotel Development Project
Assignment 6: Hotel Development Proposal Presentation:

APPENDIX
Hotel Development Project
Assignment 1: Understanding the Location and Market
Use Content From: Chapter 1: Introduction to the Hotel Industry
Assignment 2: Vision, Mission, and Values
Use Content From: Chapter 2: Successful Hotel Management
Assignment 3: Defining the Hotel: Brand, Guestroom Count, Facilities, and Experiences
Use Content From: Chapter 3: Defining Customer Segments; Chapter 4: Effective Sales and Marketing; and Chapter 5: Optimizing Revenue
Assignment 4: Rooms Division: Service and Staffing
Use Content From: Chapter 6: Guest Services Operations and Chapter 7: Housekeeping and Laundry Operations
Assignment 5: Defining the F&B Concept: Outlets and Services
Use Content From: Chapter 4: Effective Sales and Marketing; and Chapter 5: Optimizing Revenue; and Chapter 8: Food and Beverage Operations
Assignment 6: Hotel Development Proposal Presentation
Use Content From: Additional information required for this final presentation is supported, primarily, by Chapter 12: Hotel Invest-ment, although information from other chapters may be helpful

Endnote
Glossary
Index