MAP-002.pdf

THE HISTORY OF HOSPITALITY INDUSTRY CHAPTER 2 Introduction Hospitality is nearly as old as humanity. From the earliest caves to inns, staging posts, motels, and resorts today, the hospitality industry is thriving, with something like 187,000+ hotels around the world. Imagine you a...

THE HISTORY OF HOSPITALITY INDUSTRY CHAPTER 2 Introduction Hospitality is nearly as old as humanity. From the earliest caves to inns, staging posts, motels, and resorts today, the hospitality industry is thriving, with something like 187,000+ hotels around the world. Imagine you are far away from home, in a country you have never visited before, surrounded by strangers–and yet, you feel welcome, knowing you have a comfortable and secure place to return to. That is the original idea of hospitality, and it has remained unchanged for centuries. With the inception of new technologies and innovative concepts, hotels have become a more convenient and easy experience and are now more customizable than ever. The ability to adjust the hotel room environment in accordance with each traveler’s personal preferences has enhanced a guest’s staying experience and makes them more likely to return. Moreover, new check-in and check-out innovations have quickly replaced more traditional ways. Technology has easily automated tasks that before were performed by humans. In this chapter, we will take you on a brief journey of how hotels and the hospitality industry came into existence — from the start of modern civilization to the present, we will explore how it has changed following certain events in history. Objectives 1. Discuss the history of the lodging industry from the ancient to modern times. 2. Describe briefly the development of the lodging industry. 3. Discuss how advent of transportation influenced the lodging industry. 4. Identify the places that have important contributions to the rise of the lodging industry. 5. Cite the names of several famous people who influenced the hotel industry. Answer the following questions. What do you think is the mode of transportation during early tourism and do you think it is also applicable nowadays? Why do we need to discuss the origin of the hospitality industry? Is discussing this really relevant? Defend your answer. The “Pineapple” Story ØThe pineapple has been a symbol of hospitality since the days of the early American colonies. ØThe legend began with the sea captains of New England, who sailed among the Caribbean Islands and returned to the colonies bearing their cargo of fruits, spices and rum. ØAccording to the legend, the captain would spear a pineapple on a fence post outside his home to let his friends know of his safe return from sea. The pineapple was an invitation for them to visit, share his food and drink, and listen to tales of his voyage. ØAs the tradition grew, colonial innkeepers added the pineapple to their signs and advertisements, and bedposts carved in the shape of a pineapple were a common sight at inns across New England. International Setting Before Written History Travel during prehistoric or ancient times was for the purpose of scavenging, hunting game, and gathering food that grew wild. People spread into virtually all-habitable places on earth. When glaciers started to melt and arable lands appeared, agriculture replaced the hunting culture. The Sumerians  When society was established, preferences of people began to change, including their needs. Each individual wanted something that the other did not want. As their preferences changed, so did their specializations. Some people were better at cultivating the fields others were good at tending the flocks. People realized that they needed to produce more so that they could exchange their products for other things that they also needed. This led to barter trading. Barter trade is an exchange of good with other goods of the same value.  The Sumerians were the first people to invent money and use it in business transactions. They were also the ones who invented cuneiform writing and the wheel. The cuneiform writing developed by the Sumerians greatly contributed to the interest of people in travel. The invention of the wheel facilitated travel faster away from home. With this development, transportation of goods and people became faster and easier. The Egyptians  Egypt's relationship with people outside its own civilization provided its people the opportunity to explore. Indirectly, the experience gained from trading with other nations gave the Egyptians knowledge about new and interesting places and cultures outside Egypt. This could have heightened the curiosity about seeing new places and learning new cultures.  Further, tradesmen who brought products or goods from other lands could have been the first people who brought “souvenirs.” Queen Hatshepsut (Foremost of Noble Ladies), woman to become pharaoh and ruler of Egypt, came to light through the hieroglyphics and artwork found on the walls of the queen's temple at Beir-el-Bhari. The temple itself is a testament to the accomplishments of Queen Hatshepsut. Other accomplishments of Queen Hatshepsut include her organization of a journey to the Land of Punt.  The purpose of the trip was trade and evidence indicate that Queen Hatshepsut managed to bring back numerous precious and rare articles back to enhance the wealth of the Egyptian nation. The early Egyptians believe in the afterlife, evident in the practices they did to their dead. Many people were attracted to see these elaborate burial tombs of pharaohs. Some tourists even left behind evidence of their visits in the form of “graffiti” (Italian term that means pointed objects were used to etch marks on the surfaces of soft stones).  As part of their faith, early Egyptians celebrated festivals several times a year, which attracted large crowds of men and women from different places. During these times, there were no establishments that offered food and lodging. The travelers slept in the open or in tents, and ate whatever they had. Indian Civilization  Indians were also good tradesmen that they reached areas far away from home to do business. Indian ships sailed southwards and eastward to Southeast Asia to sell cotton cloths, ivory, brass ware, monkeys, parrots, and elephants. From Southeast Asian ports, Indian merchants acquired spices that they traded elsewhere.  Trade between India and China was transacted not only on sea but also on land across Central Asia by camel caravan, popularly known then as the northern silk route. Aside from trading, many Indian emigrants settled in areas they went to or visited these were land of the modern-day countries of Sri Lanka, Thailand, Cambodia, the Malay Peninsula, Java, Sumatra, and Borneo. A few reached Taiwan and the Philippines. Kings and nobles engaged in hunting game in the wild. Some nobles also went on a pilgrimage in pursuit of their faith the devotion. East Asian Civilizations  The developments of these civilizations were interrelated. The Chinese were said to have the earliest concept of community and were first to establish an empire. Several forms of faith also come about during the development of Chinese civilization.  These brands of religion included Confucianism, believed to have been based on the teachings of a Chinese scholar Kongfuzi or Confucius, Taoism inspired by Lao Tsu, and Buddhism based on the teachings of Siddharta Buddha. There were also several developments in mathematics, physics, technology, and the economy. The Chinese discovered the relationship between radius and circumference, quadratic equations and formulas for measuring prisms, cones, and cylinders, and how to calculate the distance between the sun and earth.  Using the principles of hydraulic engineering, intricate irrigation works and numerous dams and dikes were constructed that were to function up to the modern times. Chinese astronomy brought about the belief that the heavens affected human affairs. The entry of Buddhism in China in the early times shaped the major cultures of the people. Tea, became China's national drink. Buddhism's great temples influenced Chinese architecture.  The great “Palace of Heavenly Purity” also known as the Forbidden City was built between 1406 to 1420. It is called the Forbidden City because people needed permission from the emperor to enter its premises. This palace is one of the most visited places in China today which is also the location of the popular Tiananmen Square. The Greeks  The religiosity of the Greeks produced their greatest contribution to tourism – the Olympic Games. Beginning in 776, aristocrats from various city- states held mid-Summer religious festivals at Olympia. Olympia was considered by ancient Greeks as the center of the world, a place of sanctuary and worship.  They also regarded Mount Olympus as the home of the gods. During the games, participating cities postponed their wars. The festival at Olympia took place in a stadium that held around 20 thousand spectators. Philosophers abounded during the development of Greece's history. Anaximander was the first to draw a map of the entire known world (550 BC). His map was spherical, because that was how he conceived the Earth to be. Herodotus, a scholar who lived in an age of travel, diversity, and exploration, attempted to describe and explain the places and people he had seen. These were valuable and helpful to modern historians. The Roman Civilization  In the 17th century, to lift the morale of its citizens caused by depression and unrest, Rome introduced a December festival. The festival was for the god of agriculture, Saturn. This became an annual celebration which was known as Saturnalia. This festival was believed to be the precursor of the Christmas celebration of present day Christians.  The fondness of Romans for travel led to the development of roads extending to as far as Scotland and Germany to the north and to Iraq and Kuwait in the South. The Saxons of England used to celebrate a spring festival in honor of their goddess Eostre which was believed to be the origin of the Christian festival, Easter. In the years 1050 to 1300, roads in Europe had never been busier. The burgeoning population and progress in trade resulted in an increase in the number of people moving around. The Grand Tour  The art of traveling and the beginning of tourism in Europe The beginnings of tourism in Europe go back to the 16th-18th century. In those times an increasing number of well- situated people travelled to Italy which was the center of arts and culture. Very quickly an almost stereotype itinerary developed which became known as the Grand Tour  The Grand Tour is the journey undertaken by young men belonging to the aristocracy of Northern Europe and England during the 17th and 18th century. The initial emphasis of the tour was on education, designed to confer the traveler with full membership into the aristocratic power structure and to make important social connections in the continent. In later time, these tours gradually evolved into leisurely travels around the famous destinations of Europe. Early Hospitality Greek/Roman culture oNoted as early as 40 BC oSocial and religious purposes Roman businessmen traveled Romans were the first pleasure travelers After fall of roman empire, public hospitality fell to religious orders Medieval Period English travelers Inns were actually private homes Nobility stayed in monasteries Stagecoach became favored transportation Colonial Period Public coach - Put into effect around 1650 Coach inns - Built along routes Inns - A sleeping accommodation (a facility in which food and drink were served and a shelter for both the drivers and horses) Renaissance Period (16th Century) High demand for inns and taverns 1st hotel - Hotel de Henry IV 1788 - Built at cost of $17,500 - 60 beds Coffee houses The French Revolution -Changed the course of culinary history Auguste Escoffier - A French chef, restaurateur and culinary writer who popularized and updated traditional French cooking methods. - Brigade system - “Father of modern restaurant/cuisine” M. Boulanger - The very first restaurant in the world was opened in Paris in 1765. - A tavern keeper, Monsieur Boulanger, served a single dish -- sheep’s feet simmered in a white sauce. - Called soup he sold “restorantes” The New World (18th & Early 20th Century) Introduction of railroads Depot hotels - Began to arise in the early 1800s. Most cases hotels were located in train stations. Transportation and Lodging could not be separated Spas and resorts Believed to be medicinal or healthful ØThomas Cook (1841) An English man Considered as the 1st travel agent taking groups of North Americans in 1856 to hotels on his “Cook’s Tour of Europe” Father of Tourism ØTremont Hotel Opened in Boston in 19th century 1 st luxury hotel Boasted the 1st toilets and private bedrooms with locks on door ØCesar Ritz (1889) Famous Swiss hotelier Manager of the Savoy in London Opened famed luxury hotels in Paris, New York and other cities. Ø1898 Savoy Hotel opened in London General Manager was Cesar Ritz Chef was Auguste Escoffier The 20th Century - A bed with a bath for a dollar and a half. This was the motto that led the hotel industry into the 20th century. ØEllsworth Milton Statler Opened his 1st hotel in Buffalo, New York in 1907 Individual rooms with private baths He caters to business travelers ØConrad Hilton o “King of Innkeepers” Opened his 1st hotel in Texas, the Mobley in 1919 Hilton is seen in almost every major city. Hilton bought the Statler Chain in 1954 ØJohn Willard Marriot Sr. Founder of the Marriot hotel chain ØKemmon Wilson Founder of Holiday Inn Opened the 1st Holiday Inn Motel in Memphis in 1952 Holiday Inn went international in 1960 ØTourist courts Automobile led the hotel industry into a booming business in 1920’s ØMotel Coined from “motor hotel” 10 feet by 10 feet wooden cabins Owners of these motels expanded to 15 cabins and then called as “tourist courts” ØDelmonico’s in New York City Expensive o 1827 - 1923 o Bilingual menu The Great Depression and World War II 1930 was the greatest depression and a setback for the industry. Many smaller motels went bankrupt. The industry did not recover until the war years. Advent of Air Travel Air Travel - It was made available to masses Conventions and Conferences - Became an integral part of successful of commerce - Business traveler became the most important lodging guests People had more disposable income following the war, they were able to travel more for pleasure. It prompted resort hotels to spring up around the world. Pandemic 2020 Factors that were driving the hospitality industry before pandemic COVID-19 include increasing disposable income, new travel trends, increasing online business of travelling due to increased internet penetration and internet banking, web- presence of hotels & tourism directories and many more. The ever-expanding global tourism industry was one of the major factors driving the growth of the hospitality industry before the coronavirus outbreak. The number of international tourist arrivals had risen continuously over the past decades. As per the growth projection made by the World Tourism Organization (UNWTO), the number of tourist arrivals across the globe was expected to cross 1.5 billion by 2020.  Key factors affecting the market after the pandemic include the decrease in tours and travels as most of the flights are getting canceled. The government all across the globe are cancelling the foreign visits and locking down most of the area which is one of the other major reasons behind the slowing down of hospitality industry. The global hospitality industry report is segmented based on food and beverages, travel and tourism, lodging, and recreation. Travel and tourist segments along with the recreation segment are majorly declining due to the lockdowns happening across the world.  The effect of COVID-19 on hospitality industry can be observed in all the regions including North America, Europe, Asia-Pacific, and Rest of the World. In the US, many hotels had reported a sudden increase in cancellations for both individual reservations and group events. Additionally, since the origin of the COVID-19 outbreak, many cities in the Asia Pacific are on complete lockdown, which is in turn restricting the growth of the hospitality industry. Key companies of hospitality industry that are getting affected in the market include Burger King Corp., Choice Hotels International, Inc., Domino's Pizza, Inc., Expedia Group, Four Seasons Holdings Inc., InterContinental Hotels Group PLC, KFC Corp., Marriott International Inc., McDonald's Corp., Starbucks Corp., and Walt Disney Co./The. For instance, as per the business updates provided by Marriott International, the occupancy rate in the greater China lied near to 15% during March 2020. In other regions such as North America and Europe, the occupancy level lies below 25% during March 2020 which was around 70% during the same month a year ago. Philippine Setting Tourism in the Philippines began when the original inhabitants of the country roamed around in search for food. Inter-tribe travel occurred although the mode of travel was crude. A more recognizable form of tourism appeared in the Philippines when the country was discovered by Ferdinand Magellan and when galleons or wooden boats sailed between Mexico and the Philippines during the galleon trade. During the American occupation of the Philippines, Americans were able to reach Manila after two weeks on board the Pan-American Airways air-clippers.  In the 1920’2 the steamship and the airline pioneers – the “China Clipper” and the “Manila Clipper” brought some passengers to Manila via Hong Kong. The introduction of more comfortable and faster means of transportation gave the early impetus for tourism in the Philippines. Travelers from the U.S., China, Japan and Europe were provided inland tours by entrepreneurs with their unregistered private cars and coaches called “colorum.” Colorum means illegal tour handling and the illegal use of private vehicles for public use. It was tolerated by the government authorities at that time since tourism was not yet developed.  Although there were already visitor arrivals from other countries, there were neither tour operators nor travel agencies which formally existed. There were some offices like the American Express International which informally arranged land tours for foreign travelers. Steamship offices endorsed tourist to private car and coach operators (colorum) who rented their vehicles directly to tourists. The drivers of these vehicles served as tour guides even without any formal training in tour guiding.  There were only a few tourist attractions and destinations in the Philippines. These were Manila, Pagsanjan Falls, Laguna Lake Tour, Tagaytay and Taal Volcano, Mt. Mayon tour, Legaspi tour, Baguio City, Banaue tour. Other popular tours in the South in the 1920’s were Cebu City and Zamboanga City. It was difficult to measure tourist activities before World War II since there were no statistical records and data available at this time. In 1947, a more orderly tourism activity started. Steamships and airlines began to service the Philippines from other countries thus giving impetus to tourism. In 1952, the first tourism association in the Philippines was organized. This was the Philippine Tourist and Travel Association (PTTA) which was organized to put together all existing travel establishments serving both domestic and international travelers.  The PTTA was funded by the government to promote the country’s tourism industry. Later, the government organized the Board of Travel and Tourist Industry (BTTI) to regulate, supervise and control the tourist industry and to subsidize the PTTA as its promotional arm. In the late 1950’s, more hotels and restaurants and entertainment facilities were established. The Philippines has undergone economic, social and political crisis starting in the 1960’s up to the 70’s which hindered the development and promotion of tourism.  Accommodations were inadequate and airline companies were not given much incentive to promote the Philippines as a visitor destination. Due to the turbulent conditions in the country, the tourist industry was denied the peace and order, sanitation, financial support and other important factors for tourism development. It was only in 1972, after the declaration of martial law when tourism in the Philippines prospered. This was due to favorable conditions such as safety of tourists, better services and sanitation facilities, more financial support from the government and the vigorous cooperation of the private sector. Thus, the Philippines became a “bargain destination” to foreign visitors.