Benchmarking Best Practice in Hotel Front Office

Abstract

During the past decade there have been significant changes in the hotel sector, the marketplace and its operations. This paper reports a research study across a number of western European countries into the changing functions within front office operations and the role of personnel in a range of hotels and locations. Issues addressed include the flattening of organisations; the increasing expectation of multi-tasking and multi-skilling; and creating a balance between technological solutions and the delivery of quality customer care. These issues are linked to wider findings on the growth in the need for the more generic skill types together with the importance of personal attributes as key selection criteria and the growing emphasis of the employers role in providing training for vocational skills. Work in these areas has seen a decline in routine activities and has become increasingly complex, involving the use of a wide range of software, maintaining in-house systems and the expectations of faster response to more complex methods of communications. Industry has realised the importance of customer care and the subsequent increase in focus by operators on its provision. These issues have led to the setting of procedures and benchmarks for the various functions and services of front office and the empowerment of employees in their implementation. The paper provides an insight into changes in front office and the manner in which technology is acting as an enabling force rather than replacing traditional roles. The paper addresses education and training implications for the hotel sector and education providers by examining current curricula and training provision and questions the relevance of some “sacred cows” that have traditionally been taught. The paper concludes with recommendations for future education and training provision.     

Training practices in the Hong Kong hotel industry: Managerial and executive perspectives

ABSTRACT

Technology is expected to be adopted for the benefits of two types of customers in the hotel industry—external customers for providing better guest experience and internal customers for upgrading skills and knowledge. A survey was used in this study. Training with technology is not the current trend, and on-the-job training is still being adopted frequently and is preferred by executives and managers. It is unpredictable how long it will be before Hong Kong hotels take complete advantage of computer-based training. Minimum yearly training hours and training budgets should be benchmarked and be transparent for a better provision of training.     

Technology

Abstract

The presence of technology in the hospitality industry is increasing at a rapid rate. Technology has had an effect on the efficiency of many facets of the hospitality industry. Despite the growing number of meetings, conventions, and conferences, there has not been a published needs assessment study of training needs-especially technology needs-of hospitality sales managers. This paper presents the results of the first part of a study that examined technology training needs for hospitality sales managers and meeting planners. The top three technology skills training needs that surfaced in the 1996 study included advertising/marketing on the Internet, developing request for proposals, and meeting planning/sales management systems.     

The Impact of Employee Training on Job Satisfaction and Intention to Stay in the Hotel Industry

ABSTRACT

Training has been found to link with improving job satisfaction and employee intention to stay. The purposes of this research were to investigate the expectations and perceptions of training quality between hotel managers and employees, and to suggest implications for improving training quality and increasing training satisfaction, job satisfaction, and intention to stay among employees in the hotel industry. The conceptual model of this study was developed based on SERVQUAL and the ServiceProfit Chain model. T-test showed that employees perceived low training quality, which suggested employees were not satisfied with training quality and that training quality needed improvement. Results of regression analysis showed that training was positively related to training satisfaction and job satisfaction. Job satisfaction led positively to intention to stay. The indirect effect of training quality on intention to stay was mediated by job satisfaction. This study suggests more understanding of the importance of training quality and its consequences, and to pay more attention to employee training.     

On-Job Training—A Critical Human Resources Challenge in China's Hotel Industry

Abstract

The strategic role of human resources function in China's hotel industry is more important than ever before. An increasing number of hotels begin to recognize its significance of such role in sustaining growth in the competitive hotel marketplace. This study focuses on the on-job training aspect of the human resources by first identifying the major problems faced by the industry. The underlying factors of the problems are then investigated; and possible solutions are recommended. The discussion is in the context of five stakeholders in the on-job training function of China's hotel industry. They include hotel employees, hotel management, government agencies, universities, and non-university training institutions.     

Effectiveness of the hotel websites in Singapore: A perspective from Business‐to‐Business (B2B) organisations

Internet marketing in hotels allows potential users to learn about the hotels, to tour hotel facilities and to compare prices among other benefits without directly interacting with a hotel representative. For some users, Internet is the first and only channel consulted when booking hotel accommodations. In the present age, Internet is increasingly becoming both an opportunity and a challenge for hotel marketers. The opportunity lies in reaching users directly through Internet sites. The challenge is to get the guests’ attention long enough to tell the marketers’ story (Connolly, Olsen and Moore, 1998). It has always been controversial as to how effective Internet marketing can be. Both firms and researchers have indicated that the measuring of effectiveness of Internet marketing is a multidimensional question. This study sought to examine the effectiveness of business‐to‐business Internet marketing in the hotel industry in Singapore through analysing the differences between the travel agents expectations of service and hotels’ understanding of those expectations. A total of 66 hotel websites in Singapore were scanned to give the features analysis. On the basis of the perception scores of 112 inbound travel agents, the study identified the gaps between the users and the website provider (hotel industry).     

Competencies of training professionals in the Hong Kong hotel industry

ABSTRACT

This study aims to investigate the competencies of training professionals in the hotel industry in Hong Kong. A survey questionnaire was adopted. Seventeen competencies were derived by factor analysis. Six essential competencies are identified, whereas “people skills and commitment” and “awareness of quality” are the most important competencies, while another 11 competencies are highly preferred. This study provides original criteria for hoteliers and human resources professionals to facilitate the recruitment process and aid training professionals in developing core competencies in hotel industry employees. Theoretical and practical implications of the findings are presented.     

Analyzing Hotel Customers' E-Complaints from an Internet Complaint Forum

SUMMARY

Recent web technology advancement has enabled online customers to express their concerns and negative experiences about the hotel services over the Internet. This exploratory study attempts to provide some insights into this recent phenomenon by analyzing self-selected hotel customers' online complaints recorded on a specialized complaint forum, eComplaints.com. A content analysis of those e-Complaints in 18 problem categories revealed that online customers were mostly unhappy with fundamental service failures (i.e., declined service quality and rude employees) in the hotel service encounter. Surprisingly, only one in every five e-Complaints received a response from the hotel company in the identified top-five complaint categories. The authors further used text-mining software to identify most frequently complained keywords and examine their relational associations. Business implications of the research findings were also discussed.     

Classifying technological innovation attributes for hotels: an application of the Kano model

ABSTRACT

Technological facilities and services have become attractive features in hotel selection. However, limited research has been conducted on how technological innovation attributes are perceived by hotel tourists. This paper aims to highlight and categorize the technological innovation attributes of hotels based on the Kano model. Empirical testing shows four technological innovation factors: Internet and app usage, smartphone usage as a room key and for payment, E-housekeeping, and the use of electronic self-service systems. Findings provide practical implications for hotel operators planning to introduce technologies into their hotels.     

Marketing in the Next Decade

Abstract

The hotel industry in the United States has undergone many changes in the last couple of decades. Developments such as consolidation, brand proliferation and an increased use of technology have had an impact on how hotels go about marketing their products. With change being inevitable, it is important to attempt to predict what will happen in the future that will further impact the hotel business. This article reports a qualitative study of the future of marketing based on the opinions of hotel industry executives. Predictions are that the industry will continue to be volatile, consolidation will continue, consumer satisfaction will become even more important and technology will play an increasing role. Other trends and concerns are discussed.     

Service Skills and Service Quality

ABSTRACT

Though various types of service skills and knowledge have been suggested for inclusion in service training programs that are designed to improve the competence of frontline service providers, there has been no empirical work to investigate the structural relationships among various types of service skill. In this study, a total of twelve types of service skill are identified. A measurement model for service skills is developed accordingly and tested with the use of hotel service. The results of confirmatory factor analysis reveal acceptable model fit, suggesting that these twelve types of service skill can be classified into two categories: technical versus functional. Performance on technical skills is found to have greater impact on service quality.     

Cross-Cultural Impact and Learning Needs for Expatriate Hotel Employees in Taiwan Lodging Industry

Abstract

This study investigated specific cross-cultural issues affecting expatriate hotel employees in Taiwan's lodging industry to determine if Cross-Cultural Training (CCT) might help expatriate hotel employees adjust to a new culture and a new business environment. The most formidable task in the human resource area facing many global firms is the development of a cadre of employees and executives who have a deep understanding of the global market environment and the capability to transfer this knowledge into determined action (Pucik, Tichy, & Barnet, 1992). Employees who are expatriates in the hospitality industry are now more important than ever, as more hotel chains are seeking expansion opportunities into overseas markets. However, individuals who are sent overseas without adequate training often fail, and there are significant costs associated with this failure (Li, 1995).

The purpose of CCT is to increase the probability of an individual's adjustment into another culture (Cushner & Brislin, 1995). However, CCT could still be a valuable tool to help expatriates cope with culture shock even though the importance of expatriates being involved in CCT might not be as important as generally thought. Considering the cost, there may be other alternatives to facilitate expatriate adjustment. There does exist an inevitable trend of globalization. Developing coordination, training, and acculturation takes time, effort, and money. Clearly more research is warranted relative to expatriation in the hospitality industry.     

VONNA(HBP)

ABSTRACT

In this paper, a new learning package, VONNA(HBP), which provides an interactive and online environment for novices to study and practice hotel budget planning, is introduced. Its design philosophy will be discussed thoughtfully with special focus on how to make use of the multimedia and Internet. According to literatures, learning packages are faced to be more effective in delivering teaching material. Researchers indicate that students using a self-paced learning package score higher than in a traditional classroom setting. Moreover, the learning package provides different scenarios for students to explore themselves in a practical environment and is more cost effective and systematic than lectures. Currently, most learning packages in hotel education are not implemented using multimedia with Internet access. Our paper describes a new learning package that fills the gaps.

VONNA(HBP) requires participants to investigate operational budgets on various areas such as sales levels, payroll, inventory level, promotion strategies, and facilities planning, etc. Eventually, the students/novices are required to practice their skills in a comprehensive case about a hypothetical hotel. They need to solve managerial problems by a combination of budgetary planning on human resources, staff training programmes, facilities' maintenance and replacement, or promotion schemes. Analytical tools are available for students/novices to judge an appropriate decision in handling constrained resources.     

Assessment of Current Training Program and Its Effectiveness in Hotels of Bhutan

The increasing number of tourist in Bhutan demands for more high-quality hotels to provide better services to guests. The objectives of the study are, (1) to assess the current training provided to the hotel employees; (2) to evaluate the training gap concerning training design and; (3) to examine relationship between the training factors affecting the training effectiveness in Bhutanese hotel industry. Findings showed mismatch of training provided to employees resulting in poor quality of service. Negative score was found between the importance and satisfaction level of hotel employees on contents of training design. However the results showed positive relationship between the training factors and training effectiveness, work environment has strong influence.     

An Empirical Approach to Identifying Cross-Cultural Modifications to International Hospitality Industry Sales Training

Abstract

This study uses six of Wilson's (1995) “success” variables in long-term buyer-seller relationship development to analyze whether relationship marketing concepts can be applied globally in hospitality sales training programs. It looks at the cross-cultural differences that exist between various regions of the world (i.e., North America and Asia) in the way buyer-seller relationships are perceived by hotel salespersons. This study found differences in the importance given to the “success” variables do exist across international boundaries. Recognition of the differences can provide assistance to hospitality industry marketers in designing and modifying sales training programs focused on developing long-term buyer-seller relationships.     

Customer Satisfaction,Training and TQM

Abstract

Managers within the hospitality industry make frequent reference to TQM principles. The extent to which these principles are applied effectively within the human resource management area of hospitality however remains under-researched. By applying TQM principles, this paper focusses on the relationship between customer service and training drawing upon comparative data from Western and Thai hotels. The paper also examines the perceptions of staff towards of hotels' guest-orientation and the provision of quality guest services. The researchers found that guest assessments of the performance of hotel frontline staff depend on their services function (e.g., front-office, housekeeping). The service quality skills needed by frontline staff were also found to differ in the case of Western and Thai hotels. Such differences merit proper consideration on the part of managers within the major hotel chains. The various findings may assist hospitality managers to determine appropriate strategies for the enhancement of guest services particularly in cross-cultural settings.     

Training Issues

Abstract

This paper reviews issues relating to the vision-impaired (V-I) foodservice management program and subsequent training supported by the Randolph-Sheppard Act and the Randolph-Sheppard foodservice program (henceforth referred to as RS) of 1936. The act gives vision-impaired foodservice managers preference for the award and operation of vending operations in all types of federal and government buildings as well as road-side rest areas. As a pilot study, this paper investigates the perception of V-I respondents pertaining to training and other issues covered under the RS program. The results spur suggestions for potential improvement to the RS program in the State of Florida, as well as a need for improved training and inspection of V-I sites nationwide. Tips for those who might train the vision-impaired foodservice manager are also included.     

Innovative Product Development in Hotel Operations

SUMMARY

The hotel industry has a hard time resisting the continued globalization pressure. In order to survive the fierce international competition, even hotel chains need to offer their potential customers an added value that they do not receive from their competitors. The product development offers promising integrated solution approaches. Numerous unique characteristics can be established through entrepreneurial implementation of innovative product concepts in hotel operations. Indicating that this can occur in the fullest sense, this theoretical article concludes with an actual product development. Its objective is to demonstrate that the integration of the resource-based view in the product development processes in hospitality and tourism is necessary to generate competitive differentiation opportunities. Environment-based and resource-based views are no longer interpreted as monistic and mutually exclusive, but as complementary management approaches. A practical example underlines the fact that such considerations are already being implemented in hotel chains although they still tend to be neglected in tourism-scientific research.     

Hotel Guest Satisfaction and Brand Performance

ABSTRACT

The value and significance of guest satisfaction, brand management, and franchising in the hotel industry have been well documented and researched as independent topics. While previous research has suggested that franchising has an overall negative effect on hotel quality, it has rarely investigated the important links between hotel brand performance and guest satisfaction, and the role of brand franchising strategy in the relationship between hotel brand performance and guest satisfaction. This study examines the relationships among guest satisfaction, revenue performance and growth, and franchising strategy at the hotel brand level. Results indicate that guest satisfaction is a key to brand growth, while the positive effect of guest satisfaction on brand revenue performance is moderated by the extent of franchising within each brand.