An overview of the industry An overview of the textbook so you will know what to expect Key terms Ambience or services cape moment of truth service experience service product Globally Hospitality is one of the fastest growing industries in the world Dynamic Hospitality is fast paced exciting every day is different Hospitality enterprises are part of the service industry Hospitality product is intangible Ex employee guest interaction such as at a hotel front desk or in a restaurant Differs from traditional manufacturing industries that produce goods The manufacturing product is tangible you can hold it ex pair of jeans Businesses in the hospitality industry are generally service organizations that offer HFT1000 Ch 1 Learning Objectives Hospitality Food Beverages Lodging Entertainment The Economy Taking good care of the guest is the single most critical element for success economy is made up of 3 separate parts Agriculture Manufacturing Service The shift of dominance from agriculture and manufacturing to service has required people to acquire different skills Today s economy the service industries dominate There is no tangible product The product is mostly service The quality of that product the service experience rests in the mind of the guest The skills needed are more interpersonal and intellectual than in the past For many this has been quite a change difficult transition Hospitality industry segments Largest segments Lodging Food Service Smaller segments yet thriving Recreation entertainment travel Lodging Goal sell rooms types resorts inns economy motel bed breakfast mega hotel exclusive converted castle plenty of other variations common bond all have sleeping rooms profitability percentage of a sold guest room is usually higher than from selling a meal Guest room is a perishable product if not sold that revenue is lost Management challenge knowing how to sell that room based on customers expectation and their perception of value Food Service growing at a dramatic rate growth resulting from lifestyle changes More families are eating out instead of home Changing demographic profile of families To meet economic needs more adults are working and working longer hours Inadequate time to prepare meals Also growing because it caters to many types of consumers specific needs Hunger Getting together with friends Special occasions Impressing someone special Ambiance or Servicescape Decore sound level lighting furniture symphony of dining sounds Restaurants incredibly varied in menu options atmosphere pricing time needed for meal Fine dining casual fast food fast casual Private clubs Special events catering Non commercial schools prisons military Branding Process of taking a known brand Mcdonalds and opening that facility in a business hospital or school trend brings name recognition appeal standards of operation for that brand to the operation Largest segment of the food service is Fast food or Quick Service Convenience eat in car its quick its easy Brands keep adding to their menus but public still prefers to order hamburgers fried chicken and pizza Summary operation Bottom line in the hospitality business is managing the moments of truth Moment of truth any time the guest comes in contact with anything that represents the Greatest challenge in the industry is to manage those moments of truth so that they are positive for the guest who then wants to return and tell their friends how wonderful their encounter was REVIEW QUESTIONS FROM BOOK 1 Why is the hospitality industry referred to as a people business One is working with people day in and day out Taking care of the guest is the single most critical element for success 2 What are the three separate parts of the economy described by the author Define each Agriculture the production of food Manufacturing the creating of new products using the newest machinery to speed up process Service today the biggest part of the economy Servicing the people no tangible product Quality of the product rests in the mind of the guest 3 Describe the major shift in the economy concerning manufacturing industries and service industries The service industry first started shifting the economy when it played a more important role for manufacturing because more people were involved in the process However as other countries have developed cheaper labor American manufacturing has changed Now the service sector is the most dominant distributor 4 What is the product in a service economy Service There is no tangible product 5 Who judges the quality level of service The guest not management 6 What are the skills necessary to survive in the service economy Energy interpersonal skills 7 Describe the various segments of the hospitality industry Lodging providing rooms for guest to sleep in some hotels on a larger scales than others Dining restaurants catering services brands in colleges schools hospitals Private clubs providing restaurants sometimes bars sometimes managing golf course and tennis courts Expected to know members name 8 Describe the current trends in the foodservice industry How and why are they changing In the past wives would be responsible for cooking for the family and were judged based upon the quality of the meal and the time spent in the kitchen However today to meet economic needs many work longer hours and the dynamic of families have changed to single parent homes or both parents having careers or only two adults Therefore the need for meals being already prepared has become vital in many households List three to five factors that influence decisions concerning a meal away from home 9 The ambiance Sounds Service Price 10 What is fusion cuisine The blend of different cuisines Ch 2 Learning Objectives To acquire introductory knowledge about the history of hospitality as a business To understand the ancient origins of the modern hospitality industry To understand the role of economic technological and social context in the evolution of thee hospitality industry To understand how the organization and structure of hospitality have changed over time To understand the concepts of brand heritage and heritage tourism in the modern hospitality industry The Ancient and Medieval World Hospitality began in the early days Concentration of people into towns Development of road systems and transoceanic travel The growth of interregional trade The adoption of exchangeable currency Ancient and Medieval World Code of Hammurabi 1750 b c includes regulations
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