HRTM 101 – Introduction to Resort Tourism Management

Walker (5th Edition) – Introduction to Hospitality Management

Chapter 1 – Introducing Hospitality

Pineapple – symbol of welcome, hospitality, friendliness, warmth, cheer, graciousness, and

conviviality. Below is a beautiful stature in the harbor area of Charleston, SC:

Hospitality and Tourism

Travel Lodging Restaurants and Recreation Assembly and
Managed Events
Services Management
 Air  Hotels  Restaurants  Attractions  Meetings
 Rail  Motels  Managed  Gaming  Conventions
 Cruise Ships  Resorts Services  Parks  Expositions
 Coach  Hostels (Airlines,  Recreation
 Automobile  Campgrounds Military,
 Eco-Tourism Schools,
Healthcare,
etc.)
Learning Discuss the history of hospitality through the ages.
Objective 1

 The word hospitality comes from hospice, an old French word meaning “to provide
care/shelter for travelers.” The most famous hospice is the hospice de Beaune in the
Burgundy region of France, also called the hotel Dieu or the house of God.

 The concept of hospitality is as old as civilization itself. Its development from the ancient
custom of breaking bread with a passing stranger to the operations of today’s multifaceted
hospitality conglomerates makes fascinating reading, and interesting comparisons can be
made with today’s hospitality management.

 Increased travel and trade made some form of overnight accommodations a necessity. So,
Hospices, Inns, Taverns, etc. were developed to provide lodging. Meals followed. And, stays
expanded.

 Coffee/Tea Houses became meeting (and drinking) establishments.

 FAST FORWARD to 20th Century: Following World War II, Americans took to the road.
There was a rapid development of hotels, motels, fast food, and coffee shops. Also, the 1950s
and 1960s also saw an incredible growth in air transportation. More places became more
accessible. In the 1980s, hospitality, travel, and tourism continued to increase dramatically as
baby boomers began to exert influence through their buying power.

Marriott’s core purpose— making people away from home feel that they are among friends and
are really wanted—serves as a fixed point of guidance and inspiration for entering Hospitality
students.

Learning Describe the characteristics of the Hospitality Industry.

Objective 2

 The hours can be long. But, the industry has been trying to reduce hours to help attract and
retain GenX and Millennial employees. (Do you live to work or work to live?).

 Work-Life Balance

 Nights and Weekend work as necessary. We must work while others are having their leisure
activities. These activities are outside the work times of our guests.

 Shift work is necessary as we are often in 24-hour locations with definitive work cycles that
must be completed by specific points in time (i.e., hotel rooms must be turned after check-out
in AM and prior to check-in in PM).

 A focus on GUEST SATISFACTION.

 A focus on SERVICE DELIVERY (and service quality)

 o Intangibility of services
o Heterogeneity of services
o Perishability of services
o Simultaneous production and consumption of services

 Growing focus on RETURN ON INVESTMENT and YIELD MANAGEMENT.

Learning Explain Corporate Philosophy and Total Quality Management

Objective 3

 Old School Hospitality Management – managers plan, organize, implement, and measure
results.

 Enlightened Hospitality Management – managers empower associates to make decisions,

to solve problems, and to serve our guests. This participatory management style helps
develop the potential and skillsets of our associates. We empower with resources, we counsel
and coach them, and we provide objective and action-able feedback.

 Corporate Philosophy – the values, ideals, and convictions displayed by the firm and its
representatives.

o We are Ladies and Gentlemen serving Ladies and Gentlemen.

o The Marriott Way – SPIRIT TO SERVE
 We serve our employees
 Our employees serve our guests
 Brand loyal guests serve the needs of our owners and shareholders

 The Marriott Way

o Serve your associates
o Serve your guest
o Serve your community
o PUT PEOPLE FIRST
o Commitment to continuous improvement
o Commitment to overcoming adversity
o Commitment to hard work
o Have fun while you’re doing it!

 Sustainable Hospitality – achieving sustained economic prosperity while concurrently being a

good steward of the environment and its resource.
o Water usage (or non-usage)
o Solid waste disposal
o Construction locations, materials, and methods
o Sources of components
o Use of alternative energy forms
o Reduced consumption of energy (of all forms)
Learning Discuss the many facets of service and why it has become such an
Objective 4 important part of the hospitality industry.

Learning Suggest ways to improve Service in the hospitality industry.

Objective 5

 70% of economic activity in the developed world is the service industry.

 We earn/buy loyalty with service that exceeds guest expectations
 BACK OF HOUSE – serves – FRONT OF THE HOUSE – serves – OUR GUESTS
o External guests/customers – paying guests
o Internal guests/customers – fellow associates who benefit from our service

 CRM (Customer Relationship Management) – we recognize the life-time value of the client
and strive to achieve brand loyal guests. Lost customers have to be replaced. That effort
costs lots of resources … it is less expensive to keep existing buyers loyal to your brand.

 MOMENTS OF TRUTH – guests seek solutions to specific problems at that time. As such,
each guest encounter is a MOMENT OF TRUTH (an opportunity for failure or success).

RITZ CARLTON (2-time winner of the Malcolm Baldrige National Quality Award)

Gold Standards

Our Gold Standards are the foundation of The Ritz-Carlton Hotel Company, L.L.C. They
encompass the values and philosophy by which we operate and include:

The Credo

 The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our
highest mission.
 We pledge to provide the finest personal service and facilities for our guests who will always
enjoy a warm, relaxed, yet refined ambience.
 The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the
unexpressed wishes and needs of our guests.

Motto

At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and Gentlemen serving Ladies and
Gentlemen." This motto exemplifies the anticipatory service provided by all staff members.
 Three Steps of Service

1. A warm and sincere greeting. Use the guest's name.

2. Anticipation and fulfillment of each guest's needs.
3. Fond farewell. Give a warm good-bye and use the guest's name.

Service Values: I Am Proud To Be Ritz-Carlton

 I build strong relationships and create Ritz-Carlton guests for life.

 I am always responsive to the expressed and unexpressed wishes and needs of our guests.
 I am empowered to create unique, memorable and personal experiences for our guests.
 I understand my role in achieving the Key Success Factors, embracing Community

Footprints and creating The Ritz-Carlton Mystique.

 I continuously seek opportunities to innovate and improve The Ritz-Carlton experience.

 I own and immediately resolve guest problems.
 I create a work environment of teamwork and lateral service so that the needs of our guests
and each other are met.
 I have the opportunity to continuously learn and grow.
 I am involved in the planning of the work that affects me.
 I am proud of my professional appearance, language and behavior.
 I protect the privacy and security of our guests, my fellow employees and the company's
confidential information and assets.
 I am responsible for uncompromising levels of cleanliness and creating a safe and accident-
free environment.

The Employee Promise

At The Ritz-Carlton, our Ladies and Gentlemen are the most important resource in our service
commitment to our guests.

By applying the principles of trust, honesty, respect, integrity and commitment, we nurture and
maximize talent to the benefit of each individual and the company.

The Ritz-Carlton fosters a work environment where diversity is valued, quality of life is
enhanced, individual aspirations are fulfilled, and The Ritz-Carlton Mystique is strengthened.
 Service Gaps Model for Ensuring Service Quality

 Knowledge Gap – difference between customer expectations and firm’s perception of these
customer expectations.
 Understanding Buyer Expectations
 SERVQUAL
 Reliability
 Responsiveness
 Assurance
 Empathy
 Tangibles
 Voice-of-Customer (VOC) Programs
 Zone of Tolerance for Performance

 Standards Gap – difference between the firm’s perceptions of customer expectations and the
service standards it sets for service employees to adhere to.
 Internal Marketing Efforts
 Training of Service Employees
 Creating a Culture of Service Quality

 Delivery Gap – difference between the firm’s service standards and the actual services
provided to customers.
 Empowering Service Employees
 Providing Support and Incentives for Performance
 Providing Recognition for Performance
 Using Technology to Ensure Consistency of Performance

 Communication Gap – difference between the actual services provided the customers and
the services that the firm’s promotional program promises to customers.
 Total Quality Management (TQM) – focus on error prevention (services sector)
 Quality Control (QC) – focus on error detection

Empowered Employees:

 Express their concerns. Listen to them.

 Take responsibility for their action. Allow/encourage them to do so.
 Consider themselves a network of professionals. Encourage their group interaction and
support.
 Accept the authority to make their own decisions when serving their clients.
Allow/encourage them to do so.
As a manager of empowered employers:

 Take risks on behalf of your team

 Delegate responsibilities among your team
 Foster a learning environment for your team
 Share information with your team and encourage self-expression.
 Involve associates in goal-setting and visioning.
 Be thorough and patient with associates.
 Provide frequent and intermittent feedback

Learning from Disney …

 Cast members, not employees

 Guests, not customers
 Cast members where name tags with first names (and hometown)

 Smiles are contagious

 Make eye contact with guests
 Use open and inviting body gestures
 Respect and welcome all guests (and exceed their expectations)
 Value the Magic in the Show
 Initiate guest contact
 Find creative service solutions
 End guest interactions with THANK YOU!

Disney’s Five Steps of Leadership

1. Provide clear expectations and standards

2. Communicate these expectations through demonstrations, information, and examples.
3. Hold cast members accountable for their feedback.
4. Coach through honest and direct feedback.
5. Recognize, reward, and celebrate success.

Learning Discuss current trends in the hospitality industry.

Objective 6

 Globalization of industry (guests, employees, ownership, and travel)

 Increased focus on health, safety and security
 Increased commitment to diversity and changing demographics
 Increased commitment to world-class service
 Increased integration of technology (promotion, operation, guest services, customer
relationship management, etc.)
 Increased commitment to sustainability (sustainable hospitality and GREEN travel)
 Increased impact of legal and regulatory entities
 Increasing emphasis on ‘purposeful’ travel (or more diversity in the REASONS and
EXPECTATIONS of travelers.
 Social Media Impact