Business Research: The Hotel Front Desk - Case Study Example

Business Research Paper: The Hotel Front Desk Business Research Paper: The Hotel Front Desk Introduction Nomatter the class, size or type of the hotel, the front office is the most visible and important function of the hotel(Managing Front Office Operations). The focal point of the front office function is the reception desk, also called the front desk that is typically situated in the front lobby of the hotel. The reception desk dispenses all the front services of the hotel that including responding to customer inquiries and room reservation. Whenever a guest visits the hotel, they first interact with staff at the reception desk and the impression the staff creates is likely to linger throughout the guests interaction with the hotel. Given the importance of the reception desk, it must be managed well if the hotel is to attract and retain customers and ultimately make sustained profits. A poorly managed front desk is a liability to the hotel that could result in reduced profits or even losses. Brief History of the Hotel Front Desk Starting around 1990, the hotel front desk function has evolved significantly. Two major trends have driven this evolution: the growing concern over the safety and security of hotel guests and new technologies that that enhance the competitive edge of the hotel (Kapiki, 2012). As a result, the front desk now plays a more active role in ensuring the safety of guests and their personal property by working closely with the security department. In addition, the front desk encourages guests to register their valuables and leave them with front desk staff whenever they step out of the hotel (Bardi, 2003). In order to stay competitive, many hotels are embracing the electronic front office (EFO) (Managing Front Office Operations). The computerization of the front desk and other front office operations is a part of the Property Management System to all the departments of the hotel are linked. The EFO performs the conventional front office functions, albeit in a more efficient computerized manner. Reserving a Hotel Room for a Guest: A Step-by-Step Process As used in the context of a hotel, to “reserve a room” means booking and setting it aside for the exclusive accommodation of a particular guest during their stay at the hotel(Bardi, 2003). The room is reserved for a specified period during which the hotel commits itself to make the room available to the guest subject to the guest paying the requisite fees as determined by the hotel. In big hotels, there is a dedicated reservation office while for smaller hotels, the function is carried out by the reception desk. The reservation function is important for several reasons. First, it is through reservations that the hotel sells its primary product: accommodation or lodging. Secondly, reservation generates customers and information for the other departments of the hotel. While the process of reserving a room for a guest varies from hotel to hotel depending on the structure and size of the hotel, a general three-stage procedure cuts across most hotels(Managing Front Office Operations). First, the prospective guest inquires about the availability of a specified type of room for a defined period. The inquiry could be made in person at the reception desk or remotely via phone or email. Secondly, the reservation office confirms the availability of the requested type of room. Finally, the guest pays for the room and takes up residence. At every stage of the process, the guest requires specific information to help them make up their mind whether or not to take the room. At the request or inquiry stage, the customer asks about the type and cost of the room. They may also ask about the services that will be available to them during their stay and the hotels preferred mode of payment. On their part, for the purpose of billing, the reservation office may ask how long the client intends to stay at the hotel. At the confirmation stage, the reservation office may want to ascertain the duration of stay. At the payment stage, the guest may want the details of the payment account confirmed so that they pay to the correct account and avoid the inconvenience that comes with making a payment to the wrong account. When taking up residence, the guest may want to be taken round the hotel in order to familiarize with the various amenities they will need. Below is an imagined conversation between a receptionist and a guest seeking a room for overnight stay at a small hotel: Guest: (Leaning forward at the counter) Good evening. Receptionist: (Lifting their eyes from the newspaper they were reading and looking at the guest) Good evening to you, Sir. Guest: I’m looking a room for overnight stay. Do you have any? Receptionist: Sure, we do. We have standard and deluxe rooms available. Guest: How much does each cost? Receptionist: Twenty-five and sixty dollars for the standard and deluxe, respectively. Both prices are inclusive of breakfast. Guest: I’ll probably go for the sixty dollar. (They reach for their wallet and pay for the room. Then they are given the key to their room and a security guard to escort them to the room.) Receptionist: Enjoy your night, Sir. Guest: You too. The Importance of Excellent Front Desk Service As earlier pointed out, the hotel front desk is the first point of contact with the hotel when a guest visits(Bardi, 2003). The guest is likely to generalize and form their attitude towards the hotel depending on the quality of service they receive at the reception desk. A guest who is received well by the front desk staff is likely to become a repeat client in the future thereby bolstering the hotels revenue, hence profits. In addition, they are likely to refer to the hotel a friend or member of their family. On the flipside, poor service by the front desk agents impacts negatively on the hotels profit. A guest who feels that they have been received badly may change their mind and opt to stay at a difference hotel or shorten their stay at the hotel. Either way, the hotel loses out by either earning less or no revenue from the client. Front Desk Agents and the Safety of Guests In the last two or so decades, the security and safety of hotel guests and their personal property have become an issue of major concern for the hospitality industry(Kapiki, 2012). Traditionally, security was the mandate of the hotel’s security department(Managing Front Office Operations). However, the trend is now changing. Hotels around the world are increasingly recognizing the role of the front desk in ensuring the security and safety not only of the guest and their possessions, but also of other guests, hotel staff and property(Bardi, 2003). The process of ensuring starts with the security guards who screen guests as they enter the hotel premises. Next, at the time of handing over to the guest room keys, front desk agents register the guests and their valuables. An up to date record of who entered the hotel premises when and with what is a major step in promoting security. Besides using their staff, many hotels have invested in such technologies as CCTV surveillance cameras to boost security in and around their premises. The Billing Process Mismanagement and its Impact on Profits In the course of the day, the resident guest undertakes several transactions with the hotel. These transactions pertain to the various services the hotel provides to the guest such as accommodation, meals and laundry. For major hotels, the client does not pay for the services at the time of receiving them. Rather, the amount accruing from each service provided is posted to the client’s bill that is presented to the client at the end of their stay at the hotel(Managing Front Office Operations). The process of posting, which is an accounting function of the front office, keeps the guests bill up to date and ensures that the guest pays the hotel all the monies due for all the services received. The process may be undertaken either manually or electronically. Either way, every posting must be verified to ensure that the accurate amount has been posted to the appropriate guest folio and the right department(Managing Front Office Operations). Without this thoroughness, the hotel risks losing money for services rendered. Conclusion Regardless of the size, type or class of a hotel, the hotel’s front desk is the single most important function of the hotel(Bardi, 2003). In the face of growing competition, hotels must deploy and execute this function well if they are to remain competitive. Otherwise, besides being forced out of business, the hotel risks making losses. The can occur in at least two ways. First, the front desk can drive away customers by mishandling them and, in the process, the hotel forfeits revenue it would have earned from the lost customer. Secondly, in the event that the front desk mismanages the process of posting to the client’s folio the fees charged for the services provided, the hotel is likely to incur losses. Thus, the hotel must manage the front desk function effectively for enhanced profits. References Bardi, J. (2003). Hotel Front Office Management, 3E. Hoboken: John Wiley & Sons, Inc. Kapiki, S. T. (2012). Current and Future Trends in Tourism and Hospitality. The Case of Greece. International Journal of Economic Practices and Theories, 12.1 1-12. Managing Front Office Operations. (n.d.). Read More