Front Office Operations PDF

TH2302 FRONT OFFICE OPERATIONS The Front Office (Lara, n.d) The term front office is used in hotels worldwide and involves workers interacting directly with guests. The front office is part of the room division and comprises various operational areas. Rooms Divisi...

TH2302 FRONT OFFICE OPERATIONS The Front Office (Lara, n.d) The term front office is used in hotels worldwide and involves workers interacting directly with guests. The front office is part of the room division and comprises various operational areas. Rooms Division Overview The rooms division generates more revenue than other divisions. It manages the core products of a hotel, which are the rooms. It comprises two (2) significant departments: front office and housekeeping. The front office heavily relies on the housekeeping department to clean rooms before these can be sold. Given this, there are always conflicts and pressure among staff, which the managers of the two (2) departments find challenging to resolve. Combining these departments into a single division under the management of the Director of Rooms helps solve this problem and facilitates easy operations management. Front Office Structure The front office is the nerve center or core of a hotel. The department makes the first and last impression on the guests and the place guests approach for information and service throughout their stays. It is a hotel's most visible and essential focal point because of the significant guest contact. The structure of the front office department changes according to the size of the hotel establishment and its management policies. Figure 1 illustrates the general structure of the front office department with its five (5) sub-units or sections (Tutorials Point, 2023). Reservation – This is also referred to as transient room sales. This sub- unit maximizes room revenue by booking individual reservations in conjunction with group sales. Front Desk/Reception – It manages the inflow and outflow of guests and is where information is disseminated to guests and other hotel employees. Uniformed Services – This also refers to guest services. The tasks of uniformed personnel include handling guest luggage, handling guest mail, delivering newspapers in accommodations, paging/locating Figure 1. Operational Structure of Front Office the guest inside the hotel, arranging Source: Front Office Management Tutorials Point, 2023 for a doctor in an emergency, parking guest vehicles, and arranging for reservations at the places of entertainment outside the hotel. Accounts – This includes a front office cashier and a night auditor responsible for handling guest payments. Communication – This handles all guest phone calls and their corresponding charges, takes messages for guests, makes personal wake-up calls (when requested), and handles all incoming and outgoing mail. 04 Handout 1 *Property of STI Page 1 of 6  TH2302 Front Office Personnel The front office manager (FOM) is the department head responsible for many of the most visible aspects of a hotel’s day-to-day operation. They direct the daily activities of the front desk and uniformed services. These are the functions of a FOM: Train front office personnel in technical aspects of the hotel’s property management system (PMS). A PMS is a lodging computer system that networks the software and hardware in reservation and registration databases, point-of-sale systems, accounting systems, and other office software. Train front office personnel to work within the hotel's rules, guidelines, and policies. Establish budgetary guidelines with the Rooms Division Director and Resident Manager since a large volume of money is under their control. The FOM reports to the Director of the Rooms Division. The following personnel function within the front office management and are supervised by the FOM: Reservations Manager/Supervisor – organizes staff duty rosters and decides whether and which bookings should be accepted based on the hotel’s occupancy. Reservations Staff/Clerk – takes incoming calls for accommodation reservations and inquiries, keeps accurate room inventory, and closely coordinates with the marketing and sales department for promos and vouchers. Reception Manager/Supervisor – trains, supervises, and motivates reception staff; maximizes occupancy and revenue from selling hotel facilities and services. Reception Staff/Clerk – also called front desk clerk or receptionist; verifies reservations, registers guests, assigns rooms and keys, answers hotel calls and guests’ inquiries, and coordinates with the housekeeping department for the status of the rooms; takes room requests for walk-in visitors. Valet Parking Attendant – parks and retrieves cars for the availing guests. Valet parking can be free of charge depending on the guest’s arrangements with the hotel. Door Attendant – also referred to as lobby greeter; greets arriving guests, helps them from their vehicles into the lobby, and hails taxis on request. Guest Service Agent – also called guest relations officer who builds a more personal relationship with guests (in larger hotels). The front desk endorses guests with special needs, problems, or complaints to the guest service agent. They are responsible for greeting and liaising with very important persons (VIPs) such as government officials, ambassadors, and celebrities. Concierge – handles guest or visitor inquiries or directions, handles and accepts guest keys and mails, organizes taxis or valet parking, and attends to special guest needs like entertainment tickets for amusement parks and theaters, tour bookings, flight confirmations, and car rentals. Bellman/Bellhop – helps guests with their luggage and room (to explain the features of a room) guests. Cashier – monitors guests’ history records, posts charges (such as expenses incurred by the guest for accommodation and meals) and payments to each guest folio (account containing all charges incurred by the guest), resolves minor protests by departing guests and handles cash and credit card transactions. Night Auditor – balances daily financial transactions of the hotel, prepares revenue reports and produces statistics and summaries for the management, and acts as a desk clerk for the night shift. Switchboard Operator – also called private branch exchange (PBX) operator or telephone operator; manages the smooth execution of all internal and external phone calls. 04 Handout 1 *Property of STI Page 2 of 6  TH2302 The Guest Cycle (Kumar, 2021) The guest cycle refers to the distinct stages of interaction between the hotel and guests. Based on the stage of interaction and activities involved, it is classified into four (4) main stages representing a systematic approach to front office operations and the activities that transpire in each stage (see Figure 2). Front office personnel can effectively serve guests if they clearly understand the hotel's business flow. 1. Pre-Arrival – It is the stage where a guest makes a room reservation at a hotel. The guest’s decision to make the reservation can also be affected by the ease of making the reservation and how the reservation staff interacted with and described the hotel's facilities, like the room type, room rate, recreational facilities, and other attractions near the hotel. Once a guest makes a reservation and is accepted by a hotel, the reservation staff may process the reservation. Below are concepts related to the reservation process: Inquiries – Guests can communicate booking requests through a letter, fax, e-mail, telephone, the hotel’s website, or in person. Reservation Forms – No matter how a booking request is received, it must be Figure 2. The Guest Cycle recorded. The following guest-related Source: https://hmhub.in/introduction-to-guest-cycle/ information is obtained and recorded in a reservation form: o Guest’s name, address, and telephone number o Company or travel agency name (for bookings made through affiliated travel agencies) o Date of arrival and departure o Type and number of rooms requested o Room preferences (rate and type) o Number of people in the group, if applicable o Method of payment (cash, credit card, debit card, or check) o Other special requests The Blacklist is a record of people a hotel does not wish to accept as guests. It should be easy to consult and should not be accessible to guests. Some reasons why guests are blacklisted are the following: skipping – running off without paying hotel bills; violence – history of violence and abuse causing a disturbance; and theft – stealing guest/hotel property. Availability – A hotel normally accepts a reservation request if there is an available room. If none, alternatives are offered, which can be any of the following: o Different type of room – a room that might suit the features a guest initially requested. o Different date – a different date when there is an available room as requested by a guest. o Companion hotel – referring a guest to a sister hotel nearby. Guaranteed Reservations – A guaranteed booking is a reservation in which a hotel receives a payment whether the guest arrives. It becomes a confirmed reservation when a confirmation letter is sent to the person who made the reservation. Non-guaranteed reservations, on the other hand, are bookings for which a hotel has not received a guarantee of payment. 04 Handout 1 *Property of STI Page 3 of 6  TH2302 2. Arrival – The arrival stage of the guest cycle includes the registration and room assignment process. Guests generally start their first face-to-face interaction with the hotel employee during their arrival. It is a critical stage where guests learn about a hotel’s standards and services. The front office staff's responsibility is to clarify any guest query, especially the details of room rate packages they are booked on. Front office staff should determine the guest’s reservation status before beginning the check-in/registration process. Below are the mechanics of the guest's actual check-in. A. The guest requests to check in at the hotel. The guest approaches the front desk to express the intention of checking in. B. The front desk personnel project hospitality towards the guest. The essential hospitality elements include eye contact, a warm smile, offering to assist guests, and the like. C. The front desk clerk inquires about a guest reservation. If the guest responds affirmatively, the reservation is retrieved (called up on the computer). If the guest is a walk-in, the desk clerk checks room availability based on the guest’s room preference. If the room is available, the next step is to complete the registration card. D. The front desk clerk requests the guest to complete the registration card, which is an important hotel document that provides the hotel with the guest’s billing information and provides the guest with information on check-out time and room rates. Even if the guest has a reservation, completing the registration card is important as it verifies the spelling of names, addresses, phone numbers, anticipated date of departure, number of people, room rate, and payment method. E. The front desk clerk reviews the completeness of the registration card. The front desk clerk should quickly review the completeness of the registration card or electronic guest folio. Any omissions should be called to the guest’s attention. F. The front desk clerk inquires about the method of payment to be used by the guest. There are various ways a guestroom is paid: cash, credit card, debit card, cheque, and direct billing (an arrangement whereby guest charges are transferred to accounts receivable for payment, e.g., guests’ company or other sponsoring organizations). G. The front desk clerk selects and assigns a room. For those with a reservation and the room is not pre- blocked, the employee must find a room in VR (Vacant Ready; a room is made up, inspected, and ready for occupancy) status that fits the parameters of the reservation summary. If the proper room is not available at this point, the guest should be given the choice of either of the following: o Wait for their preferred room to reach V/R status; however, placing guests in this status should be kept at a minimum and should not exceed one (1) hour in duration. o Take another available room. For walk-ins (guests with no reservation), the front desk clerk selects and assigns rooms depending on guests’ preferences and availability. (Note: Room status will be further discussed in the next module under Housekeeping Operations). H. The desk clerk issues the room key/card or access code to the guest. It is important to remember not to speak anything about the room number loudly while giving it to the guest. I. A bellman/bellhop is requested from the bell stand to “room the guest.” The bellhop assists the guest with luggage handling to the room, explains the accommodation features, gives the keys to the guest, greets them for the best stay, and leaves the room by closing the door. 3. Occupancy – It is the period wherein a guest stays in a hotel. During this stage, the front office serves as a liaison who extends guests’ requests and special needs to the concerned departments in a hotel and maintains guests’ accounts. Below are some of the services provided to guests at this stage. 04 Handout 1 *Property of STI Page 4 of 6  TH2302 Room Changes – Sometimes, guests want to change rooms during their stay. The hotel should agree wherever possible, but it should be appropriately recorded. Key Control – It involves dealing with key security and assisting guests whenever they lose their keys. Currency Exchanges – This service involves assisting guests in exchanging their currencies for what is used in the destination country. Telephone Calls – This service involves managing incoming and outgoing calls or other forms of communication for guests, such as fax, e-mail, internet, message delivery, mail, and other services. Safe Keeping – Most hotels have a safe deposit box in the front office area where guests can leave their valuables, and it is the responsibility of the front office to look after it. Wake-Up Calls – This service used to be an essential front office function but has become less important with the spread of personal alarms and automated wake-up systems. Other guest charges regarding services, such as room service, extra amenities, purchases from a gift shop, and health and recreational facilities, may be integrated into a hotel’s PMS (for hotels using the technology). 4. Departure – It is the point when a guest checks out and leaves a hotel. A guest’s experience at this point will determine what experience the guest will carry with them. As with check-in, the hotel also has a standard set of basic procedures for the departure and check-out of guests. Below are the mechanics of the guest's actual check-out. A. The guest requests check-out – The guest approaches the front desk to inform them they are ready for check-out. B. The front desk clerk inquires about the quality of products and services. When the guest arrives at the front desk, the employee should inquire about the guest’s satisfaction with accommodation, food and beverages, and other services provided. All comments should be noted and passed along to the concerned departments. C. The desk clerk requests the guest to return the key – For properties that use the hard-key system, the return of the hard key is requested for the security of guests and the establishment. For hotels with PMS or electric key systems, the code can easily be changed for the future entrance of guests. D. The desk clerk calls the housekeeping department for room check – This is to ensure that the mini-bar consumption of guests is relayed and posted, as well as to check for any damage and losses in the room. E. The desk clerk reviews the folio, charges, and payments for completeness – The employee retrieves the guest's folio and gives the guest a hard copy. The employee and the guest should review the folio for checking and finalization. F. The desk clerk confirms the payment method, and the guest makes the payment – During registration, the guest indicates the method of payment they plan to use. During check-out, the guest confirms it and makes the payment. G. The desk clerk asks about additional reservations for any future visit – It is the best opportunity for securing additional reservations. The employee will ask if the guest will return to the area soon if they need a reservation for a property in the hotel’s chain or referral group. H. The desk clerk bids farewell – This is the last encounter between the front desk and the guest. The front desk may bid, “Thank you for choosing STI Grand Hotel. See you again, sir/ma’am.” I. The desk clerk files or saves the guest folio and communicates the guest departure to housekeeping and other departments in the hotel if necessary to ensure the smooth operation of the hotel. 04 Handout 1 *Property of STI Page 5 of 6  TH2302 To complete the front office and back office jobs, the front office staff members need to communicate with their peers, colleagues, and subordinates. The front office interacts with various departments since a guest inquires and requires various information and services throughout the entire guest cycle. References: Abbott, P., & Lewry, S. (2008). Front office. Burlington, MA: Elsevier. Association of Southeast Asian Nations (ASEAN) (2013). Toolbox for Front Office Operations. Receive and process reservations: Trainee manual. Victoria, AUS: William Angliss Institute of TAFE. Baker, S., Huyton, J., & Bradley, P. (2011). Principles of hotel front office operations. Hampshire: Cengage Learning. Carev, D. (2015). Hotel sales and the front office operations. Zagreb, HR: VPŠ Libertas. Confederation of Tourism and Hospitality (2009). Front office operations. London, UK: BPP Learning Media Ltd. Kumar, P. (2021). Introduction to guest cycle. In HMHUB. Retrieved February 15, 2023, from https://hmhub.in/introduction-to-guest- cycle/ Lara, J. (n.d). Accommodation operations and management. [PDF]. Polytechnic University of the Philippines, College of Tourism, Hospitality & Transportation Management. Retrieved January 16, 2023, from https://www.scribd.com/document/521179052/IM-ACCOMMODATION-OPERATIONS-PDF Roldan, A. (2008). Introduction to hotel and front office operations. Parañaque, MLA: AR Skills Development & Management Services, Inc. Tutorials Point (2023). Front office management [PDF]. Retrieved February 15, 2023, from https://www.tutorialspoint.com/front_office_management/front_office_management_tutorial.pdf Sarguroh, A. (2021). The guest cycle in the hotel. In Hotelier Life. Retrieved February 22, 2022, from https://www.hotelierlife.com/the- guest-cycle-in-the-hotel/ Uttarakhand Open University (n.d). Hotel front office [PDF file]. Retrieved February 21, 2023, from https://uou.ac.in/sites/default/files/slm/BHM-704ET.pdf Walker, J. (2014). Introduction to hospitality. Pearson Education Wood, R. C. (2018). Hotel accommodation management. Routledge, Taylor & Francis Group. Vallen, G. & Vallen, J. (2014). Check-in check-out managing hotel operations (9th Ed.). USA: Pearson Education Limited. Vasade, M., Mosashavili, I., & Duruli, T. (2018) Hotel guest service technology [PDF]. Retrieved February 22, 2023, from http://www.davidpublisher.com/Public/uploads/Contribute/5abe07ca139f7.pdf 04 Handout 1 *Property of STI Page 6 of 6