I.Types of hotel properties
a.Hotels - usually offers guests a full range of accommodations and services, which may include reservations, suites, public dining and banquet facilities, lounge and entertainment areas, room service, cable television, personal computers, business services.
b.Motels - offer guests a limited range of services, which may include reservations, vending machines, swimming pools, and cable television. The size of these properties averages from 10 to 50 units.
c.All-suites - These hotels offer guests a wide range of services that may include reservations, living room and separate bedroom, kitchenette, optional public dining room and room service.
d.Limited service hotels - The concept of limited service was developed for a specific segment of the market:business and cost-conscious travelers. The range of accommodations and services may include reservations, minimal public dining and meeting facilities.
e.Extended-stay hotels - were designed to offer guests a home - away - from - home atmosphere over long stays precipitated by business, leisure, or personal necessity.
II. Market orientation/location
a.Residential - which provide guest accommodations for the long term
Center - city : Hotels, All-suites, Limited-service and Extended-stay
Suburban: All-suites, Limited-service and Extended-stay
b. Commercial - which provide short-term accommodations for traveling guests.
Center-city: Hotels, All-suites, Limited-service and Extended-stay
Suburban: Hotels, Motels, All-suites, Limited-service and Extended-stay
Airport: Hotels, Motels, All-suites and Limited-service
Highway: Motels, All-suites, Limited-service and Extended-stay
III. Sales indicators - including hotel occupancy and average daily rate, are another way of describing hotels.
a. Occupancy - percentages measure the effectiveness of the marketing and sales department as well as the external and internal marketing efforts of the front office.
b. Average daily rate (ADR) - The average daily rate (sometimes referred to as average room rate) is also used in projecting room revenues the amount of room sales received for a hotel.
c. Yield percentage - measures a hotel manager's efforts in achieving maximum occupancy at the highest room rate possible.
d. Revenue per available room (RevPAR) - is determined by dividing room revenue received for a specific day by the number of rooms available in the hotel for that day.
IV. Levels of service
a. Full-service - is a level that provides a wide range of conveniences for the guest. These services include, but are not limited to, reservations, on-premises dining, banquet and meeting facilities, and recreational facilities.
b. All-suites - indicates a level of service appropriate for a guest who desires an at-home atmosphere. Services include separate sleeping and living areas or working areas, kitchenette facilities, wet bars.
c. Limited-service - emphasizes basic room accommodations, guest amenities, and minimal public areas. A continental breakfast and/or an evening cocktail is often included in the price of the room.
d. Extended-stay - is a level of service that offers a home-away-from-home atmosphere for business executives, visitors, and families who are planning to visit an area for an extended period.
V. Affiliation - which indicate either chain or independent ownership of hotels, also categorize the hotel industry. These classifications are the most easily recognizable by consumers with regard to such features as brand name, structural appearance, and ambience.
α. Chain
Franchise - which include hotels that purchase operational and marketing services from a corporation, are further divided into franchisee, referral. company-owned properties, and management contract companies.
Company-owned - a hotel that is owned and operated by a chain organization, allows the hotel company developer to act as an independent entrepreneur.
Referral - Sometimes a hotel organization chooses to become a referral property-that is, to operate as an independent in association with a certain chain.
Management contract - a hotel operated by a consulting company that pro-vides operational and marketing expertise and a professional staff, is similar to a referral property.
b. Independent - Hotel operations which are not affiliated with any chains and operates on their own standards and policies. Most of them have limited resources and thus cannot directly compete with chain hotels. It provides a greater sense of warmth and individuality than does a property associated with a chain.
Brands
Hotel brands are an important part of the lodging industry, especially in consumer marketing. Branding allows a hotel company to create a concept in the mind of a consumer. This mind-concept helps the consumer classify a hotel's offerings.
General Manager
The person in charge of directing and leading the hotel staff in meeting its financial, environmental, and community responsibilities, develops organization charts that fit his or her plan to meet the goals of the company.
Organization Charts
Schematic drawings that list management positions in an organization an organization chart represents the span of control for the general manager.
The assistant general manager/director of rooms of a lodging property holds a major responsibility in developing and executing plans developed by the corporate owners, the general manager, and other members of the management staff.
Food and beverage director - is responsible for the efficient operation of the kitchen, dining rooms, banquet service, room service, and lounge. This includes managing a multitude of details with the supervisors of these outlets.
Executive housekeeper - is responsible for the upkeep of the guest rooms and public areas of the lodging property. This person truly must work through other people to get the job done.
is further responsible for maintaining and controlling an endless inventory of linens, soap, guest amenities, furniture, in-house marketing materials, live and artificial plants, and more.
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