Chapter 1 Introduction to Hospitality PDF

CHAPTER 1 1.1 INTRODUCING HOSPITALITY  Chapter Objectives After reading and studying this chapter, you should be able to: 1. Discuss the history of hospitality through the ages. 2. Describe the characteristics of the hospitality industry. 3. Discuss on sustainable,...

CHAPTER 1 1.1 INTRODUCING HOSPITALITY  Chapter Objectives After reading and studying this chapter, you should be able to: 1. Discuss the history of hospitality through the ages. 2. Describe the characteristics of the hospitality industry. 3. Discuss on sustainable,success and service and why it has become such an important part of the hospitality industry. 4. Is hospitality industry for you. 5. Discuss current issue/trend in the hospitality industry. continued on next slide  Hospitality Through the Ages The word hospitality comes from hospice, an old French term meaning “to provide care/shelter for travelers.”  Ancient Times The Sumerians (what is now Iraq) were the first to record elements of hospitality as they provided locals and travelers taverns/inns where they served beer, food, and provided a place to stay. continued on next slide  Ancient Times Between 4000 and 2000 B.C.E.(before common era), early civilizations in Europe, China, Egypt, and India all had some elements of hospitality offerings, such as taverns/inns/pub along the roadside.  Greece and Rome The Code of Hammurabi (1700 B.C.E ,before common era) mention of tavern owners responsibilities. Increased travel made some form of overnight accommodations necessary, and taverns and inns grow up everywhere. continued on next slide  Greece and Rome By the time Marco Polo traveled to the Far East, there were 10,000 inns, with the best in China.  Medieval Times Charlemagne established rest houses for pilgrims in the eighth century and innkeepers in Florence, Italy formed a successful guild(an association of people with similar interests or pursuits) in 1282 that had 86 members by 1290. A stagecoach journey from London to Bath took three days with several stopovers at inns or taverns called ‘post houses.’ continued on next slide  Medieval Times In the late sixteenth century, a type of tavern/inns for commoners (common people) called an “ordinary” was serving food for a fixed price.  The New World The “ordinary” as taverns were called in the early days of the American colonies, were gathering places for residents, to hold meetings and conduct business. The tavern was an important part of the New World. continued on next slide  The New World George Washington used the Tavern as his Revolutionary War headquarters, and it still operates today. Even future presidents owned and operated taverns as the new colonies were being established.  The French Revolution The French Revolution changed the course of culinary history as it was nobility that employed most of the country’s chefs. With the elimination (literally) of the noble class, French chefs began the immigration to other countries and especially to the Americas. continued on next slide  The French Revolution Thomas Jefferson installed a French chef in the White House, which influenced interest in French cooking in the new colonies. Many of the immigrant chefs found New Orleans(U.S) and changed the culinary direction of the region with their style of cooking.  The Nineteenth Century In 1856, Antoine Carême published book call La Cuisine Classique, detailing numerous dishes and sauces. This led to the re-invention of the restaurant and its classic fare. By 1848, a hierarchy of eating places existed in New York City. There was a restaurant, level of service, and price for everyone.  The Twentieth Century Several restaurant chains began in the 1900s, including the classic White Castle with its sparse décor yet popular menu. In 1959 the Four Seasons opened as the first elegant American restaurant. continued on next slide  The Twentieth Century Following World War II, America took to the road and expanded rapidly with hotels, motels, fast food, and coffee shops. With the expansion of air transportation, hotels and restaurants sprang up to meet the needs of the expanding nation. continued on next slide  The Twentieth Century In the 1980s, hospitality, travel, and tourism continued to increase dramatically. The baby boomers (Baby boomers 1- 1946-1954. Age 70-78, Baby boomers 11- 1955-1964. Age 60-69, Gen X- 1965-1980. Age 44-59, Millenials 1981-1996. Age 23-38, Gen Z 1997-2012. Age 12-27) began to exert influence through their buying power. Distant exotic destinations and resorts became more accessible.  The Twenty-First Century The hospitality industry continues to mature with increased market segmentation and consolidation. More people are traveling, especially from and to China, Brazil, and India. continued on next slide  The Twenty-First Century The recession slowed the industry, but as we emerge from it, occupancies are up, along with revenue per available room. Now companies are driving the margins to squeeze out a reasonable profit.  Welcome to You, the Future Hospitality Industry Leaders! The hospitality industry is one of the most fascinating, fun, and stimulating to work in, plus you get paid quite well and have excellent advancement opportunities. The hospitality industry is one in which it does not take long before advancement opportunities come along. continued on next slide  Welcome to You, the Future Hospitality Industry Leaders! A degree plus experience enables almost anyone with the service spirit to enjoy success. The National Restaurant Association (NRA) forecasts a need for thousands of supervisors and managers in the hospitality and tourism industry.  The Pineapple Tradition The pineapple is a symbol of welcome, warm, cheer, friendship, and hospitality. Imported from the West Indies, pineapples were often served to royal families and the elite. The Kinds/types of institutions or establishments the hospitality industry include besides hotels and restaurants is: 1. Travel and tourism 2. Recreation, attractions and clubs 3. Meeting, incentive, convention and exhibition 4. Managed services 5. Events : 6. Gambling and entertainment Every hospitality organization has thousands of guest service encounters every day. This leads to tremendous challenges in maintaining the expected levels of service. Let’s look at just some of the guest service encounters in a restaurant dining experience: 1. Guest calls the restaurant for a table reservation. 2. Guest tries to find the restaurant. 3. Guest parks. 4. Guest is welcomed. 5. Guest is informed that the table is not ready. 6. Guest either waits or goes to the lounge for a cocktail. Characteristics of the Hospitality Industry Open 365 days a year, twenty-four hours a day, the hospitality industry tends to work longer hours than most other industries. Those in senior positions can expect to work 10-12 hours a day regardless of the time or day. continued on next slide Characteristics of the Hospitality Industry Due to the industry running twenty-four hours a day, it relies heavily on shift work. Essentially there are shifts,(9-5pm or 7am-3pm or 8am-4pm,5pm-1am or 11 p.m - 7:30 a.m known as the graveyard shift. The hospitality industry is in the business of providing guest satisfaction at a price. continued on next slide Characteristics of the Hospitality Industry 1. The difficulty here is that the product is intangible (unable to touch,not having physical presence); meaning the guest cannot “test drive” a night’s stay or “taste the steak” before din-ing. Our product is for the guest’s use only, not for possession. 2. that is, the consumption and production occur at the same time, making them inseparable. which presents a special challenge because each guest may have his or her own requests, and in our business, we essentially produce and consume the hospitality product at the same time. This helps to explain why the product is also perishable; that is, a room or meal not sold tonight cannot be saved and sold tomorrow. Especially the food.likely to decay,go bad quickly,gone off. continued on next slide Characteristics of the Hospitality Industry 3. The other unique characteristic of this industry is the perishability of our product. For example, we have 1,400 guest rooms in inventory that are available to sell, but we only sell 1,200 rooms. What happens with the 200 unsold guest rooms? Nothing! continued on next slide Characteristics of the Hospitality Industry We have permanently lost the revenue from these rooms. 4. One other unique characteristic of the hospitality industry to consider is the variability within those who produce and consume. Eg:Each employee has different levels of skill, knowledge, ability, and passion for what they do and therefore we often see variability in the quality of work. Eg:Each guest has different levels of experience, understanding, and expectations in what they are seeking to buy. continued on next slide Characteristics of the Hospitality Industry In the hospitality industry, we are in business to make a return on investment for owners and/or shareholders and society. People invest money for us to run a business, and they expect a fair return on their investment.  Sustainable Hospitality Sustainability is the ability to achieve ongoing economic prosperity while protecting the natural resources of the planet and maintaining an ideal quality of life for its people and future generations.  Success in Service To ensure success, one must also ensure guest loyalty. Given that approximately 70% of the United States and Canadian economies and an increasing percentage of other countries are engaged in service industries, it is critical to offer guests exceptional service.(commitment to give highest level of product or service). continued on next slide  Success in Service This is the age of service and, “we buy loyalty with service.” A guest is anyone who receives or benefits from the output of someone’s work. continued on next slide  Success in Service For success in service, it is necessary to focus on the guest, understand the role of the guest-contact employee, make a service culture, promote high-touch instead of high-tech, and thrive on change. Guest loyalty is the key.  Moments of Truth Every hospitality organization encounters hundreds of moments of truth (guest encounters) every day. Service commitment is a total organizational approach that makes quality of service as perceived by the customer.  The Focus on Service Guest service is a central focus of hospitality. It is what hospitality is all about—what we do. continued on next slide  The Focus on Service Our job, first and foremost, is to enhance the lives of those people (guests, passengers, etc.) to whom we are dedicated to serve. Our job is to make the lives of others better in a small way or big way; it makes no difference. Is the Hospitality Industry for You? The personal characteristics, qualities, skills, and abilities you’ll need are: – Honesty – Hard work – Being a team player – Being prepared to work long hours spread over various shifts – The ability to cope with stress continued on next slide Is the Hospitality Industry for You? The personal characteristics, qualities, skills, and abilities you’ll need are: – Good decision-making skills – Good communication skills – Being dedicated to exceptional service, and – Having a passion and desire to exceed guest expectations. continued on next slide  Current Issues/trend There have been several current issues that have an impact on the hospitality and tourism industries. Here are some of the current issues to consider as a hospitality professional. 1. Globalization Globalization, focusing on development all over the world as international travel increases, is impacting the industry. Development in China and Europe is expanding rapidly as each major hospitality company wants to be a player in the action. Major chains are developing or renovating hotels all over Europe. As an example, Marriott International is expanding its footprint in Europe with hotels in several cities, with contemporary, stylish design; good service; and an affordable price.  Current Issues/trend 2. Sexual Harassment The Equal Employment Opportunity Commission (EEOC) states that sexual harassment is a form of gender dis-crimination under Title VII of the 1964 Civil Rights Act. The EEOC also states that sexual harassment consists of “un-welcome advances, requests for sexual favors, and other verbal or physical contact of a sexual nature.” Sexual harassment is very likely more prevalent in the hospitality industry than society-at-large and the cost of sexual harassment is high, not only in personal harm but also legal costs. It is a given that all managers, supervisors, and employees should have sexual harassment training (this can be helpful in defending a lawsuit). All kinds of harassment based on national origin, race, color, religion, gender, disability, or age are unlawful. An employer is liable for a supervisor’s or manager’s harassment and can pay thousands for it. So, it is much better to create a positive work environment and prevent harassment of any kind.  Current Issues 3. Safety and Security Visitor, employee, and resident safety remain important topics worldwide. Perceived or real threats to visitor safety have immediate impacts on a destination’s repu-tation and can dramatically affect visitation and patron-age. If guest health and safety are not well-thought-out and managed, adverse incidents can significantly impact in individual hospitality business community or destination. Moreover, and since September 11, 2001 and numerous terrorism attacks, we have all become more conscious of our personal safety and have experi-enced increased security at airports and federal and other buildings. But it goes beyond that; over the last several years, we have witnessed an increase in the number of kidnapping of tourists from airports, tours, and resorts to be held for ransom, while other tourists have experienced muggings or assaults. Security of all types of hospitality and tourism operations is critical, and disaster plans should be made for all types of threats. Personal health, safety, and security of visitors and guests must be the priority of destinations and hospitality and tourism organizations; they have the responsibility of having well-thought-out and actionable crisis management plans and programs.  Current Issues/trend 4. Technology There is already a robot run hotel in Japan where one can check in with an English-speaking robot and have your bag delivered to your room by another robot (you enter the room number on the robot’s display panel). There is also an English-speaking concierge robot for giving information. The robot hotel rates are from $80 per night. On the largest cruise liner, The Royal Caribbean’s Harmony of the Seas, there is a robotic cocktail mixer that will mix several cocktails to order. And remember the last travel reservation you made? Did you book your travel online? Did you check consumer re-views on the hotel or restaurant? Millions of us now use the internet to book travel, lodging, restaurants, and amuse-ment and theme parks. High speed internet is one of the most important features a guest wants in a hotel, and they don’t like having to pay for it. Technology has become a strategic enabler for differentiating hospitality organizations.