resort operations front of the house management

© 2010, Educational Institute

Front-of-the-House Management

World of Resorts: From Development to Management

© 2010, Educational Institute 2

Competencies forFront-of-the-House Management

1. Explain how resorts are typically organized.

2. Describe the responsibilities and components of a reservations department.

3. Describe the functions and components of a reception center.

4. Discuss property management systems and how they have improved resort management.

5. Summarize the importance of guest relations to resorts.

6. Outline typical guest activities and services found at resorts.


Resort Organizational Design

• Front-of-the-house• Heart-of-the-house• Outdoors operation• Condominiums• Corporate

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Reservations Department Responsibilities

• Handling direct reservation requests• Running the resort’s reservation system• Collecting and holding advance deposits• Processing individual and group reservations• Refunding deposits/reselling the spaces involved• Flagging exceptional issues• Referencing guest history files• Tracing occupancy by market segments and providing

the resort’s executive committee with accurate rooms sales forecast information

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Sources of Advance Room Sales

• In-house reservations services• Direct guest contacts• Central or corporate reservations systems• Resort’s sales staff• Non-affiliate central reservations systems• Travel agents/tour operators• Internet and automated reservations systems• Hotel representatives

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Types of Reservations

• Guaranteed• Non-guaranteed• Confirmed

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Types of Guaranteed Reservations

• Prepayment-guaranteed• Payment card–guaranteed• Advance deposit• Travel agent–guaranteed• Corporate

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Common CRS Sales Interfaces

• Interactive travel services (ITS)• Central reservations centers• In-house reservations modules

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Advantages of Computerized Reservations

• Facilitates rapid access to reservations records for modifications

• Provides detailed guest information prior to registration• Establishes a monitoring file for pre-arrival transactions• Enhances subsequent registration and account creation

procedures• Enables more reliable revenue and occupancy

forecasting

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Three Elements of the Reservations Process

1. Reservation confirmation

2. Preparation of the guest folio (account)

3. Preparation of the guest history file

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Essential Reservation Information

• Arrival date and time• Number of nights and departure date• Number of persons in the party• Accommodation type requested• Rate quoted• Identification of guest (name, address, etc.)• Reservation stipulation (non-guaranteed,

guaranteed, or advance-deposit)• Special requests• Affiliation and discounts

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Uses for Guest History Files

• Accounting follow-ups• Reservation and marketing follow-ups• Security follow-ups• ADA compliance• Personalized guest service

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Rooms Forecast Data

• Number of individual guest arrivals/departures• Number of group arrivals/departures• Number of rooms that will be occupied• Number of reservations expected• Number of guests on each meal plan• Number of guests on inclusive package plans, by type

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Reception Center Functions• Reception• Registration• Rooming and related services; bell desk• Guest mail and messages; room key control• Processing of vouchers for charges/credits in each guest

folio/account• Reviewing rooms revenue as part of the night audit• Information distribution—house counts, rooms occupied, etc.—to

operating departments• Coordination with other departments• Assisting departing guests• Concierge services

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The Check-In Process

• Greeting guests• Identification of guests• Verification and payment card imprint• Room assignment• Continuing guest service

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Common Guest Charges

1. Room charge, meal plan charges, sales tax, and room tax2. Restaurant, room service, and bar checks signed by guests3. Departmental vouchers for guest services4. Departmental vouchers related to hotel payment cards

used in recreation facilities on the resort grounds5. Paid-out vouchers for services paid for by the hotel on

behalf of the guest, cash advances to guests, and miscellaneous paid outs

6. Charge vouchers generated by usage of major payment cards

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Advantages of a PMS

• Improved accuracy and efficiency of room sales, reservations, and accounting of revenues

• Improved operational efficiency (elimination of repetitive tasks, current information readily accessible)

• Improved guest service (accurate and fast dissemination of guest information)

• Improved internal operational controls (standardization)• Improved internal efficiencies/elimination of outside service

bureau costs• Improved ability to handle the logistics of multiple operations

(timeshare, vacation club, and condotel rooms)

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PMS Capabilities/Uses• Managing room inventory• Handling reservations• Checking guests in• Assigning rooms• Accommodating in-house guest needs• Posting guest charges, making adjustments• Checking guests out• Handling all billing and accounting needs• Assisting sales and marketing• Handling back-of-the-house accounting activities• Generating standardized reports• Creating customized reports with built-in report writers

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Guest Relations

• Pre-arrival mailings• All staff members are responsible• Moments of truth• In-room “expressions” from management

(flowers, wine, etc.)• Concierges• Reservations issues• Damaged/lost guest property

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Recreation and Social Activities Personnel

• Social director• Games instructor• Teen activities director• Children’s director/counselor• Entertainment director• Dance instructor• Music instructor• Artist-in-residence• Health and fitness expert• Directors or professionals of golf, tennis, etc.

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Typical Daytime ResortRecreational/Social Activities

• Sports tournaments and competitions

• Pool parties

• Property tours

• Local tours

• Fashion shows

• Arts and crafts demonstrations

• Food demonstrations

• Picnics or barbecues

• Meal transfers among outlets within the resort

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Typical Evening ResortRecreational/Social Activities

• Welcome receptions/farewell parties• Cocktail parties• Theme dinners• Dancing and dance exhibitions• Bingo• Movies• Musicales• Talent nights• Bridge tournaments

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Guest Services

• Travel and transportation desk• Shops and offices• Concessions• Safe-deposit boxes• Packing and mailing service• Medical services

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resort operations front of the house management

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