03_Handout_1(15).pdf

TH2402 RESERVATIONS The Guest Cycle (Kumar, 2023) The guest cycle involves the guests’ entire experiences in a hotel. It is divided into four (4) phases:...

TH2402 RESERVATIONS The Guest Cycle (Kumar, 2023) The guest cycle involves the guests’ entire experiences in a hotel. It is divided into four (4) phases: pre- arrival, arrival, occupancy, and departure. Hotel employees must know the activities that transpire in all the stages of the guest cycle to serve guest needs efficiently. The following are the stages of the guest cycle: A. Pre-arrival is a phase of anticipation where the guest’s expectations are set, and the hotel will begin tailoring their experience accordingly. The activities in this phase include the inquiry (initial interaction that determines whether a guest will book a stay based on a hotel’s ability to meet their needs), reservation (the guest makes a booking), and pick-up service/transfer-in (a hotel service that can help the guest’s journey from the point of entry [e.g., port and airport] to the hotel). B. The arrival stage marks the initial physical interaction between guests and hotel employees. Activities in this stage include warmly welcoming guests, registration/check-in, room allocation, issuing room keys/keycards and welcome kits, and rooming. In most cases, rooms are blocked before guest arrival. The guest account is also updated at this stage, reflecting the guest’s status as in- house. C. Occupancy is the phase when guests stay in a hotel. During this stage, the front office liaises guests’ requests and special needs with the concerned hotel departments and maintains guest accounts. Activities in this phase include managing guest services, facilitating local travel arrangements, handling guest communication needs, and exchanging foreign currency. D. Departure is the point when a guest checks out and leaves a hotel. The departure process will determine what experience the guests will carry with them. During this phase, the main activities and services include the check-out process, guest payment processing, luggage handling, and transportation assistance or drop service/transfer-out (a service to transport guests to their next destination or point of entry). By understanding each stage of the guest cycle, hotel staff can ensure that their guests leave the facility with lasting positive memories, which will pave the way for their return. The Reservation Process (Dopson & Hayes, 2019) A reservation is an advance room booking made by a hotel guest. Processing reservations is an important responsibility of the front office department. It usually begins when a potential guest contacts a hotel for the availability of an accommodation type and other services they need. Inquiries and reservations can be made via telephone, letters, e-mails, in-person, fax, or a property’s website. Reservations may be classified as free/frequent individual traveler (FIT, a traveler who books the reservation on their own and is not part of any group) or group (tourist groups or corporate travelers and are offered a discounted rate based on the negotiation between the group organizer and the hotel). In the case of hotels with meetings and entertainment rooms, the Meetings, Incentives, Conventions, and Exhibitions (MICE) groups are in contact with the sales and marketing department. However, the guest details will still be forwarded to the reservations section of the front office department to process the bookings. The reservation procedure varies depending on the brand, size, and the system used by a hotel (Tutorials Point, 2023). 03 Handout 1 *Property of STI  [email protected] Page 1 of 9  TH2402 Sources on Booking a Hotel Room (Tutorials Point, 2023) The following are the different ways on how to book a hotel room: Hotel Direct. This occurs when a guest directly contacts the hotel through the hotel website, e-mail, or mobile application, call (telephone or cellphone), or walk-in (the guest went to the hotel personally). To entice guests to book with them directly, hotels provide freebies such as complimentary breakfast or a free room upgrade. Travel Agency. It is when a guest goes to a travel agency to book a room. They pay the travel agent in advance for their hotel room, and the travel agent books the room for the client's reservation. It is the travel agent that pays what is due to the hotel. Travel agents have established relationships with hotels and can secure accommodation for their clients at negotiated rates as part of package deals. The travel agent acts as an intermediary, coordinating the booking process, conveying a booking order to the hotel, and handling payment details on behalf of the guest. The guest will then be provided a hotel voucher (a document provided by the travel agency containing basic details such as the name of the hotel, its address, the stay dates of the guest, room type, and reservation code) for them to present to the reception when they arrive at the hotel for check-in. Online Travel Agency. The guest books through digital platforms such as Agoda, Booking.com, Expedia, and Hotels.com. This allows the guest to book on their own with convenience since they can access multiple hotel properties at once and check the room rates based on their preferences and needs. The guest provides a virtual credit card (VCC) number to enable the processing of the payment for the room. A hotel voucher is also sent to the guest's email to be presented to the reception during check-in. These different sources of booking a hotel room each have advantages and disadvantages; it depends on the guests which will be beneficial for them. Once the guest has chosen their desired way of booking a room, they will also process the payment to secure it, which will then fall into the types of reservation. Types of Reservations (Tutorials Point, 2023) The types of hotel room reservations are as follows: Guaranteed Reservation. The guest makes an advance payment to the hotel in a guaranteed reservation. In return, the property ensures the guest that the required room/s shall be blocked for them. A guaranteed reservation becomes a confirmed reservation once the property has accepted the payment, and a confirmation letter containing the details of the reservation and the confirmation number (a unique number for each booking used by the hotel to locate a reservation) has been sent to the guest. This will be charged even if the guest is a no-show or non-arrival. Below are ways to guarantee a reservation: o Advance deposit: An advance deposit requires guests to pay the hotel a due amount before arrival. This deposit serves as a commitment from guests to honor their reservations. o Pre-payment: This requires full payment before the guest's arrival. It is usually the most desirable form of a guaranteed reservation. o Credit card: Guaranteeing reservations through a credit card is the most popular payment method in the hotel business, offering a secure, convenient, and efficient method for guests to settle their bills and secure their reservations. A credit card is issued to a person depending on their financial status and money in the bank. The following are some of the 03 Handout 1 *Property of STI  [email protected] Page 2 of 9  TH2402 major credit cards accepted by hotels, with their respective numbers of account number and starting : ▪ Mastercard has a 16-digit credit card number that starts with 3. ▪ Visa has a 16-digit credit card number that starts with 4. ▪ American Express starts with 3 and has a 15-digit card number. ▪ UnionPay starts with 62 and has a 16-19-digit card number. o City ledger/Corporate account or guarantee: It involves a contractual agreement between a company and a hotel stating that the corporation will accept financial responsibility for any no-show guest for their bookings. This agreement is often accompanied by a Letter of Authorization (LOA) or Letter of Guarantee (LOG) from the company, which assures a hotel that the company is committed to assuming accountability for the reservation. Non-Guaranteed Reservation. It is a booking made without a deposit or other security, leaving a hotel more vulnerable to potential revenue loss due to no-shows or cancellations. The usual rule for holding rooms for this type of reservation is until 4:00 - 6:00 PM., but this may vary depending on a hotel’s policy (3G E-Learning, 2024). Other types of reservations may also be available in hotels depending on their rules, such as hold confirmed reservations (a guest paid for the room but will arrive late; hence, the hotel will hold the room until the guest arrives) or unconfirmed booking inquiry (a booking not yet converted into real reservations, but the hotel will temporarily place the room on hold for availability for the selected dates) (Netsynch Corporation, n.d.). Procedures for Taking a Reservation (Mandke, 2020) Processing reservations may be automated or manual. An automated system utilizes advanced technologies such as a Property Management System (PMS) and a channel manager to streamline the reservation process. A PMS is a comprehensive software solution that efficiently manages guest bookings, room assignments, billing, and reporting. A channel manager facilitates the effective distribution of room inventory, rates, and availability across multiple booking channels, ensuring a seamless and responsive reservation process. The eZee Absolute Property Management System is one of the web-based property management software for lodging facility owners and operators being used to simplify the different hotel operations including the front office. It supports hotel functions such as guest reservation, billing, housekeeping, and reporting. This allows easier and faster processing of guest needs and better communication with other departments who can access the system. For example, the different charges a guest consumes in the in-house hotel restaurant will be automatically posted on their bill. This allows seamless processing of the guest charges during their stay in the hotel. These technologies optimize coordination and communication across various hotel departments, ultimately enhancing the guest experience and meeting market demands. Manual reservations usually involve paper- based (e.g., index cards and density control charts to record the number of booked rooms per night) or a combination of paper and computer systems (i.e., paper forms and Excel). Though these manual reservation tools differ from the automated system, the reservation process and principles behind each activity remain the same. 03 Handout 1 *Property of STI  [email protected] Page 3 of 9  TH2402 Different hotels have specific procedures when taking reservations, but these are the basic steps performed and the sample phraseologies used: 1. Greet the guest warmly and offer assistance. Hotels usually have their standard spiels when starting a conversation. Good morning/afternoon/evening! Thank you for calling The STI Hotel. My name is Erica. How may I assist you today? 2. Determine room availability. Once a reservation request is received, determine the date and type of room (the different room types are discussed in the Fundamentals in Lodging Operations course) the inquiring party requires. Then, check if an available room corresponds to the preferred room type. May I have the date of your stay and the type of room you are looking for? Then, let me check our availability for you. 3. Accept or deny reservation requests. A reservation is accepted with the availability of the preferred accommodation and considering guest profiles (a record/database of every guest who has stayed at the hotel, including address, identification details, and previous reservations). However, there are certain situations when a reservations agent denies a booking request due to the following potential causes: o All accommodation in the hotel is booked. In such a case, the reservation staff refuses the reservation politely. Then they will suggest an alternative hotel in the same area or a different property of the same owner nearby. I am very sorry, Mr./Mrs./Ms. (name of guest). However, all our rooms are currently fully booked for the dates you requested. However, allow me to suggest (alternative hotel name), located nearby, that offers similar amenities and is known for its exceptional guest experiences. Would you like me to assist you in securing a reservation with them? o The requested type of accommodation is not available. In this case, the reservation staff will proactively suggest an alternative room type that is available. It ensures that the guest still has the option to secure suitable accommodation within the hotel. I regret to inform you that the room type you requested is currently unavailable for the dates of your stay. However, we have several other room options available that will meet your needs and preferences. May I suggest our (an alternative room type)? This room may differ slightly from your original choice, but we assure your comfort and satisfaction during your stay with us. o The guest/agent is blacklisted. Some guests or agents are blacklisted due to their unpleasing payment history or cases of unacceptable behavior, such as misconduct or violation of hotel policies. This restriction is implemented to maintain the hotel’s and guests’ safety, security, and reputation. I am very sorry, Mr./Mrs./Ms. (name of guest). However, it appears that we cannot check you in currently due to some restrictions on your account that prevent us from accommodating your reservation. I apologize for the inconvenience this may cause. 03 Handout 1 *Property of STI  [email protected] Page 4 of 9  TH2402 Refer to 03 Handout 2 for a sample scenario of how to handle a blacklisted guest. 4. Gather details of the reservation. Once room availability is confirmed, all pertinent information regarding the reservation shall be inputted in the guest profile (automated system) or indicated in the room reservations form (manual system). The pieces of information to be gathered from the guest are the following: o Name/s of incoming guest/s o Number of rooms(quantity), type of o Number of persons arriving room, and type of bed required o Arrival and departure dates (stay dates) o Contact number and e-mail o Number of nights the guest/s will stay o Remarks/Special requests (e.g., VIP, o Expected time of arrival (ETA) transportation request, amenities) o Expected time of departure (ETD) o Billing arrangement To ensure we have all the necessary details for your reservation, may I kindly ask for the following information (refer to the information above)? To complete the guest account in a reservation system, the reservations clerk must input the room rate, the individual who made the booking, the accepted by (the reservations agent), and the date the reservation was made. Note: Use the phonetic alphabet shown in Table 1 when spelling the names of the guest/s accurately. Alpha Bravo Charlie Delta Echo Foxtrot Golf Hotel India Juliett Kilo Lima Mike November Oscar Papa Quebec Romeo Sierra Tango Uniform Victor Whiskey X-Ray Yankee Zulu Table 1. ICAO Phonetic Alphabet Source: International Civil Aviation Organization (ICAO), n.d. 5. Ask the guest if they have additional requests. The usual guest requests include airport pick- up/drop service, early check-in or late check-out services, special room decorations and amenities for guests celebrating special occasions, and other special instructions to enhance their experience. Do you have any special requests for your reservation? 6. Ask how the guest would settle their bill. The modes of payment accepted by properties vary. These are the commonly accepted ones: cash (payment made in local or widely accepted foreign currency), credit card (a plastic card with a chip with the name of the guest who is booking a reservation), e- wallets (online services that allow a guest to process their payments digitally, such as Gcash, Maya, GrabPay and Shopee Pay), payment link (directs guests to a secure payment gateway with the hotel’s cancellation policy and terms and conditions clearly stated and they will be asked to provide for a screenshot of the proof of payment for verification of the finance department), bank deposit (the hotel provides their account number to the guest for transferring the payment), gift certificate (prepaid stored card issued by a hotel or related businesses to be used specifically for accommodations and will be surrendered upon check-in) or direct billing (enables hotels to issue invoices so corporate guests can pay for accommodation just as they would for any other business expense). 03 Handout 1 *Property of STI  [email protected] Page 5 of 9  TH2402 How would you prefer to settle your bill? We accept credit cards, or we can provide a payment link for your convenience. Additionally, we offer direct billing for corporate guests for ease of payment. To ensure your room is held for your arrival, we recommend that you use a credit card to guarantee the reservation. This way, we can hold the room for you. If you prefer not to guarantee the reservation, please be aware that the room is subject to availability, and we may release it after [specific time, e.g., 4:00 PM] if we do not hear from you. 7. Reconfirm the details of the reservation. This step allows the verification of information gathered and immediate correction of errors, if any. Before we conclude, let us review your reservation details to ensure accuracy. [Repeat the gathered details]. Is everything correct? 8. Conclude the conversation. Hotels usually have their standard spiels to end their conversation with a guest. Thank you for choosing The STI Hotel for your stay, [Mr./Ms. Guest name]. We are looking forward to welcoming you. Should you need any further assistance, please do not hesitate to contact us. Have a wonderful day! An e-mail detailing the reservation details and how payment can be made will be sent to the person who made the booking. Once the hotel receives the payment, a confirmation letter/notice will be sent to the guest confirming the reservation. The guest may opt to pay during registration upon arrival but leaves the booking unguaranteed. Telephone Etiquette Working in a hotel entails handling telephone calls, which extends beyond telephone operators to all hotel staff. Whether to make reservations, seek information, relay messages to guests, or for other purposes, incoming calls present an opportunity to leave a lasting impression. It is crucial that every staff member promptly and courteously attends to calls, using a clear and friendly voice that reflects courtesy, patience, and cheerfulness. As hotels endeavor to provide exceptional guest experiences and effective communication, mastering the art of handling telephone calls is essential. Below are foundational techniques and valuable tips for effectively managing telephone calls in the hotel business. Answering Calls Preparing for a Call Ensure you are equipped with the necessary information about the hotel products and services, such as types of rooms, promos, room rates, etc., to answer callers' queries. If using a telephone console, ensure it is functioning properly and ready to receive calls. Answer Promptly Aim to answer the call within three (3) rings to demonstrate attentiveness and prompt service. Answering a phone too fast can catch the caller off guard, and waiting too long can anger the caller. Greet the caller with a warm and professional greeting (e.g., Good morning/afternoon/evening. Thank you for calling STI Hotel. This is Michelle. How may I assist you?) Smile. It shows, even through the phone lines. Speak in a pleasant tone of voice. The caller will appreciate it. 03 Handout 1 *Property of STI  [email protected] Page 6 of 9  TH2402 Ask the caller for their name. It shows you have taken an interest in them. Listen Actively Pay close attention to the caller's request or inquiry without interrupting, and take notes if necessary to capture important details. If the caller has reached the wrong number, be courteous. Sometimes, a caller with a simple question is transferred all over the hotel and may get frustrated. Take the time to find out where they should be calling and to whom they should speak, and do what you can to assist them. The hand should be placed over the telephone mouthpiece when asking a co-employee for information. It saves the caller the embarrassment of overhearing a conversation not intended for their ears. Provide Assistance Know the hotel's services, amenities, and policies to assist the caller effectively. Confirm and Clarify Repeat the information provided by the caller to ensure accuracy, showing that you value their request. Clarify any uncertainties by asking questions and giving clear explanations. Conclude the Call Thank the caller for choosing the hotel and express eagerness to assist further. End the call with a courteous farewell (e.g., “Thank you for calling STI Hotel. Have a wonderful day!”). When leaving a line, use the hold button so that the caller does not accidentally overhear conversations being held nearby. Making Calls When calling someone and they answer the phone, begin by introducing yourself and the hotel you represent, then ask for the person you want to speak with (e.g., "Good afternoon! This is Lisa from STI Hotel. May I ask whom I am I speaking with, please?") Always know and state the purpose of the communication clearly. When you reach the wrong number, say, "I am sorry, I must have the wrong number. Please excuse the interruption." Then, hang up. If you told someone you would call them at a particular time, contact them as promised. If you need to delay the conversation, call to postpone it, but do not make the other person wait around for your call. End the call with a polite and friendly tone, leaving a positive impression on the guest. Handling Rude or Impatient Callers Stay calm. Maintain a calm and composed tone. Try to remain diplomatic and polite, regardless of the caller’s behavior. Getting angry will escalate the problem. Listen carefully to the caller's concerns without interrupting and acknowledge their frustrations. Always show a willingness to resolve the problem or conflict. Show empathy by understanding the caller’s frustration and assuring you are ready to help. Propose solutions to address the caller's concerns and strive to find a resolution that satisfies them. Try to think like the caller. Remember, their problems and concerns are essential. Respond to the caller with polite language and avoid getting defensive or argumentative. If you are in a non-supervisory position, offer to have your supervisor talk to the caller or call them back if the caller persists. 03 Handout 1 *Property of STI  [email protected] Page 7 of 9  TH2402 If you are a supervisor, be willing to handle irate callers. Speak slowly and calmly. Be firm with your answers but understanding. Sometimes, the irate caller wants someone in a supervisory capacity to listen to their problem even if you cannot help them. Placing Calls on Hold Always ask permission before putting a caller on hold. Use standard phrases like, “Allow me to put you on hold" or “Can you briefly hold while I see if Mr. Jones is available?" When taking a caller off hold, always express gratitude for their patience. Sometimes, you may have other lines ringing too. Remember to write down the names of callers holding, so you avoid asking who the caller is more than once. Transferring Calls If the caller needs to speak to another person or department, transfer the caller directly to the desired person's extension rather than the operator. It will save the caller from having to explain their requests again and cut the number of times the caller needs to be transferred. When transferring a caller, tell them who you are transferring them to. Make sure to announce the caller to the person you are transferring the call to. If the called party is busy or not answering, return to the caller (e.g., “S/He is out of the office, may I take your message/would you like to leave a message/would you like to be directed to his/her voicemail?”) Taking Messages Be prepared with a pen and message slip when you answer the phone. When taking messages, be sure to ask for the following and record all information accurately: o Caller’s name (ask the caller for the correct spelling by repeating it using the phonetic alphabet). o Caller’s phone number and/or extension (including area code). o Reason for their call. Repeat the message to the caller to ensure accuracy. For example, “Just to confirm, you are requesting a wake-up call for Ms. Blasey at 6:00 AM tomorrow.” Take note of the time and date the call came in, and put your initials. You can also transfer them to voicemail instead of taking a paper message, but do not forget to ask, "Would you like me to transfer you to his/her voicemail?" Do not assume the caller would rather go to voicemail; always ask first. Express gratitude to the caller for providing the message and assure them that it will be handled efficiently. Deliver the message promptly and accurately to the intended recipient, ensuring all necessary details are complete. Ending Conversations When ending a call, the following points are to be considered: Tell the person how much you have enjoyed speaking with them. Before hanging up, ensure you have answered all the caller's questions. Always end with a pleasantry, such as "Have a nice day" or "It was nice speaking to you." When a call is terminated, ensure the receiver is correctly placed on the cradle before making another call. It enables the operator or the automatic mechanism to disconnect the previous call. 03 Handout 1 *Property of STI  [email protected] Page 8 of 9  TH2402 References: 3G E-Learning. (2024). Front office operations (2nd Ed.). 3G E-learning. Kumar, P. (2023). 4 key stages of guest cycle in hotel with activities & diagram. Retrieved February 7, 2024, from https://hmhub.in/guest-cycle/ Mandke, A. (2020). Front office management. Knowledge Management and Research Organization. Netsynch Corporation. eZee Absolute Hotel Property Management System Software. Tutorials Point (2023). Front office management [PDF]. Retrieved February 7, 2024, from https://www.tutorialspoint.com/front_office_management/front_office_management_tutorial.pdf 03 Handout 1 *Property of STI  [email protected] Page 9 of 9