Chapter 1 Welcome To Hospitality 01 28 2015 The Service Hospitality Connection The economy is made up of agriculture manufacturing and service They are all separate but each plays a role in the service part of the economy The shift of dominance from agriculture and manufacturing to service has required people to acquire different skills In a manufacturing economy people are occupied with the process of creating a product and what machinery can be used to speed up the process In today s service economy there is no tangible product the product is mostly service and the quality of that product rests in the mind of the guest In a hotel the room is the tangible product o Guests spend more money for the ambience and the service In the service economy the skills required are more interpersonal and intellectual Hospitality Lodging o Any place that has sleeping rooms o Amenities and quality of service will vary from different styles of lodging o Many owners make decisions not to have foodservice in their properties because of the profitability picture and the difficulty of operating a foodservce facility Profitability percentage of a sold guest room is usually higher than selling a meal o There are over 50 000 lodging operations in the United States o Each segment of logding requires a different skill set Managing a mega hotel in Vegas vs a mini motel o The basic strategy in the lodging business is to sell rooms o The challenge for marketing is to bring people in to buy rooms o Once the guest has arrived the challenge will be to sell them the kind of room they desire at a price that represents value to the guest o A guest room is a perishable product if it is not sold on any one night that revenue is lost Foodservice o This part of hospitality is growing at a dramatic rate Because consumers are changing their eating habits Back in the day most families ate home and only ate out for special occasions Nowadays families are working longer hours which means there is less time to spend buying groceries and preparing meals There are many different reasons to go out to eat hunger social etc so restaurants come in all different types of price ranges and service qualities to meet the needs of their guests Quick Service vs Sit down fancy Ambience of Servicescape Made up of d cor the sound level the lighting the furniture and the symphony of dining sounds created by both the diners themselves their conversation and laughter and the clanking of dishes and silverware Windows on the World president Joe Baum once stated We are not in the restaurant business we are in the entertainment business because we are creating a unique experience The restaurant segment can be a trip around the world In any major city you can experience food from almost any country in the world 2 Creative themes and d cor can enhance the eating experience by transporting the guest to any country in the world or make them fell like they are in the 18th or 23rd century The diversity of the restaurant segment is immense from spending 5 100 on dinner from 5 1 000 different varieties of wine etc Operations can be owned by an individual who owns one restaurant and works at it all the time or owned by an individual who has thousands of different locations The noncommercial foodservice industry feeds students elementary secondary and college as well as patients and corporate employees Hospital food courts must cater different diets college food courts can be a deciding factor in which college to attend An overlooked segment of the foodservice industry is the private club segment Private clubs are owned and run by its members Cater to a small group of people Manager could have other challenges such as managing golf courses or tennis courts The largest segment of this industry is the quick service or fast food restaurants are on the run Quick service meets our needs for food when we Another segment is the special events and catering area These events are usually intense and many times more difficult to operate because the dining tents and kitchens are normally temporary Working in stadiums and arenas is a unique challenge because they contain almost every segment of the foodservice industry concession stands private clubs luxury skyboxes a la carte restaurants and catering for special events 3 Summary The bottom line in the hospitality business is managing the Moments of Truth Any time the guest comes in contact with anything that represents the operation o The perception of that contact could be positive or negative 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 4 Chapter 2 Hospitality History 01 28 2015 The Ancient and Medieval World Began in the early days of human civilization o The business of hospitality followed the concentration of populations into towns the development of road systems and transoceanic travel the growth of interregional trade and the adoption of exchangeable currency Includes regulations for innkeepers and tavern keepers on issues related to pricing and licensing o The Code of Hammurabi o During the classical period the Roman Empire had a burgeoning hospitality sector The Romans built an extensive network of roads throughout the Mediterranean region which required the establishedment of lodging venues for travelers The definition of Guest Places Hospitia o The Silk Road encompassed a variety of ancient routes between Europe and points in Asia Merchants and traders used this system to transport Caravanserai goods such as silk and spices started to pop up The definition of Caravan Houses The Nineteenth Century The modern business of hospitality developed predominantly in Europe and America during the 19th century Period is characterized by a significant acceleration in the pace of technological and economic development especially in manufacturing and transportation powered by steam The industrial revolution created new wealth among investors which created a new managerial class to operate their huge companies o Contributed to the emergence of the middle class o In turn also resulted in an increase in leisure and business travel Inns and taverns were common but were relatively small operations 6 Then finally a new style of hotels appeaed featuring fancy d cor and royal like amenities o Mainly used in the Grand Tour Route from Britain to Italy The most famous hotel in
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