Investigation of the Contribution of the Front of House Area to a Successful Hotel - Essay Example

Front of House Area and a Successful Hotel Front of House Area and a Successful Hotel Introduction There is a saying that goes that “client is God” meaning that his or her needs must, at all times, be accomplished so that they can became satisfied and turn into loyal clients (Penner, Adams & Rutes 2013, p. 21). In the hotel industry, it therefore follows that the hotel and its staff have to attempt all they can to satisfy their customers/guests in order to keep them coming back and also that they may be able to advertise the hotel to their relatives and friends for them to also visit the hotel.

Nevertheless, not every guest is easy to please and, at times, this might pose challenges for the staff to handle. With regards to this, the right body called the Front Office Management, under room division, is normally tasked with processing such complaints and requests (Baum & Odgers 2001, p. 93). The way these complaints and requests are dealt with is overly significant for the development of the hotel concerning its sustainability and reputability. Rooms Division is the department in a hotel, which comprises of housekeeping, porters, concierge and front office, as well.

It has been revealed that the majority of hotel revenues are made from Rooms Division Department under room sales, making this department the most important department to the organisation with regards to profitability (Penner et al. 2013, p. 21). This paper will investigate the contribution of the front of house area to a successful hotel. It will base its discussion on Water Tower Hotel and make recommendations for enhancing the hotel front office management. Being a three star hotel of 50 beds, Water Tower Hotel has a high staffing level and also high quality, as well as range of facilities.

The reception and the public rooms are slightly spacious plus its restaurant normally caters for nonresidents. All bedrooms are fully en suite bath and shower rooms and grant a good standard of comfort, as well as equipment, like a hair dryer, toiletries in the bathroom, direct dial telephone. Comparing this to a four star hotel, they normally offer higher levels of luxury and quality in the décor, furnishing and equipment, in every part of the hotel including a spa (Bowie & Buttle 2013, p. 41).

Bedrooms are normally of greater spaces compared to a three star hotel and are well planned, designed and coordinated with top class décor. The en-suite showers normally have a bathtub plus a fixed shower. Such kinds of hotels receive more guests compared to three star hotels meaning that their profits and services are high (Middleton & Clarke 2012, p. 99). They offer 24-hour room service, porter-age, dry cleaning and laundry. Finally, they also demonstrate an expert approach to their cuisines, having a wide range of them.

There are also other kinds of hotels, a branded budget hotel or a pub with rooms, which also compete with three star hotels (Bowie & Buttle 2013, p. 41). These are much easier to beat compared to four star hotels, mainly because they offer services superior to three star hotels, unlike a four star hotel. A pub with rooms is usually smaller and is managed by the owner. It is normally two to four stories high and, by design, has a more individual atmosphere (Middleton & Clarke 2012, p. 99). Most pubs are located near reasonably priced attractions, key intersections plus convenient to public transportation.

Furthermore, its facilities and furnishings are clean but basic (Bowie & Buttle 2013, p. 41). When it comes to the roles and responsibilities of a proper housekeeper, they should deliver top class customer service, at all times. A housekeeper is expected to maintain high level of cleanliness and presentation in all back-of house areas and guest areas. They service every room and corridor, in line with hotel policy (Penner et al. 2013, p. 63). Housekeepers in a five star hotel such as Castle House, in Herefordshire, keep themselves up to date with contemporary hotel pricing and promotions in order to offer information to guests, on request, whereas maximising bedroom sales chances (Penner et al. 2013, p. 63).

In the same hotel, Castle House, their receptionists are responsible for delivering excellent customer service, at all times, and helping in ensuring that the hotel reception area is, at all times, clean and tidy. In Captains Club Hotel, in Dorset, it is a requirement that every receptionist greets and welcomes every guest as they check in into the hotel. Any applicant hoping to be employed as a hotel receptionist in Captains Club Hotel has to have strong communication skills and an appealing personality.

They also manage every enquiry in a courteous and professional manner, via e-mail or personally on the telephone (Penner et al. 2013, p. 63). They almost administer all reservations, no-shows and cancellations in line with hotel’s policy. What I learnt concerning receptionists and housekeepers who work in well-renowned hotels is that they work to make the hotel appear like the guests second home (Penner et al. 2013, p. 63). Their purpose is to make the client feel as welcomed as possible in order for them to want to visit the hotel again.

Laws and regulations within which a UK rooms division operation has to comply with include the Equality Act (2010), Data Protection Act (2000), Diplomatic Privileges Act (1964), Innkeeper’s Liability (1956), Health and Safety Act (1974) and Immigration (Hotel Records) Act (1972) (Bowie & Buttle 2013, p. 156). For instance, the Equality Act forbids unfair treatment and aids in achieving equal opportunities in the workplace, hotel, in our case. This means that the facilities at Water Tower Hotel has to cater to people of all ages, gender, disabled or not, race, sex, sexual orientation and religion.

The Data Protection Act indicates the identity addressed by the customers during their time in the hotel for the security of the guest and the hotel authority. It is mainly information regarding their identity and not any sensitive information about them (Bowie & Buttle 2013, p. 156). All this data will be protected. Water Tower Hotel also has to ensure that they protect such information concerning their guests if not they will be breaking the law. This will also help the clients know that they are safe, which staying at the hotel.

The Health and Safety Act (1974) dictates that a room division operation should ensure the health and safety of its workers and guests. They should be protected against any hazard, which might arise within the hotel’s premise (Bowie & Buttle 2013, p. 157). Water Tower Hotel might be forced to offer protective clothing to its storekeepers, ensure its floors are non-slippery and also flow of fresh air inside the rooms in order to ensure the safety of its workers and guests. Conclusion and Recommendations We all know that first impressions are the lasting impressions when it comes to seeing almost everything for the first time.

Therefore, in hotels, guests will make up their minds concerning the hotel at their first sight of seeing it. Thus, the Room Division department should ensure that the front house team is impeccable, from clean uniforms to smart clothing and welcoming facial expressions. Also, you can try to ensure that the workers have knowledge about the community and also environment surrounding the hotel. This is because, most of the times, people will visit a hotel because of the praise they have heard about the surrounding area.

Therefore, the team should places that they could recommend their guests to visit or go out to eat aside from the hotel. The front office team should be able o guide their guests to other locations such as public transport terminals. Such nugget information is what clients, in reality, appreciate and makes them start building a connection with their clients. In order to also beat the high competition from other well-renowned hotels, Water Tower Hotel has to raise its services to a four star hotel since a majority of the hotels surrounding us are three star hotels.

Rising to these standards will bring clients to our hotel making them want to experience better services and a much superior hotel. References Baum, T & Odgers, P 2001, Benchmarking best practice in hotel front office: the Western European experience, Journal of Quality Assurance in Hospitality & Tourism vol. 2, no. 3, pp. 93-109. Bowie, D. & Buttle, F 2013, Hospitality marketing, Taylor & Francis, London. Middleton, V T, & Clarke, J R 2012, Marketing in travel and tourism, Routledge, New York.

Penner, R H, Adams, L & Rutes, W 2013, Hotel design, planning and development, Routledge, New York.