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Hotel Management. Summary

Exam Revision 2012 8 Pages

Tourism

Excerpt

1. Distribution ways, changes, impacts

- Direct (40%):

- Direct call to hotel (14%)

+ Personal contact

+ Detailed information

- High costs for calling abroad

- Communication problems

- Central reservation system (CRS) (10%)

+ friendly, fast service

+ Knowledge about product

- Agents not from country of call

- Slow in retrieving information

- Hotel website (16%)

+ fast transaction completion

+ not sales agrressive approach

- credit card information

- slow processing timr

- Indirect (60%):

- Online agent (35%) à HRS, Expedia

+ user-friendly sites

+ Ability to book other travel options à more individual

- Lack of basic information

- Difficult to cancel reservations

- Corporate agent (25%)

- Aspects of Channel Performance

- Time to complete booking
- Available Information
- Personal and professional service
- Ability to complete transaction with minimal problems
- Consistency of information across channels

- Pros & Cons Hotel Websites

- + Service
- + Knowledge about product
- + not a „sales aggressive“ approach
- + fast transaction completion
- - system down/ slow processing time
- - Credit Card Information prior rate confirmation
- - rates only quoted in particular currency

- Pros & Cons Central Reservation System (CRS)

- + Availability
- + Friendly, fast service
- + Offer alternative if first option is not available
- + Knowledge about product
- - Agents not from country of call
- - Slow in retrieving information
- - System problems
- - Incorrect CRS telephone numbers on Web site, etc.

- Pros & Cons Online Agent Sites Performance

- + User-friendly sites
- + Agents guaranteed lowest prices
- + Currency Converter
- + Ability to book other travel options
- - Limited availability to hotels listed
- - Lack of basic information
- - limited search fields
- - international sites with out of date information
- - diversions and re-routing to other Web sites to obtain rates
- - difficult to amend or cancel reservation

- Central Reservation System (CRS)/ Global Distribution Service (GDS)

- refers to an international computer reservation system, which gives accesses to many supplier databases around the world for around 650,000 travel agents worldwide.
- Established long before the internet.
- Two main-systems (Amadeus, SABRE)
- Designated licenses have to be purchased (costly for small hotels)
- different levels of integration
- just another intermediary for the hotels

2. Main organizations of Hotel Industry

- Dehoga: German Hotel & Catering Association (founded 1949)

- Association for entrepreneurs & employers of hospitality industry (HI) à > 75.000 members/enterprises

- Tasks:

- Lobby of hospitality sector towards politics, media, public

- Principle: “We do branch politics”
- Saving present & future of HI
- Social partner for employers party

- Hotel Classification

- Further Issues

- Manpower & charge policy
- Apprenticeship & further education
- Law & taxes
- Environmental protection
- Copyright

- Membership:

- Fees comply with no. of employees of company

- Advantages:

- Individual, proficient consulting
- Saving of costs
- Campaign for member interests
- Organization of events

- Members:

- German National Tourism Board
- Federation of Food Law & Food Science
- Confederation of German Employer’s Associations
- Individual Hotels & Restaurants

- IHA: Deutscher Hotel Verband (founded 1992)

- national trade association for HI à 1.200 leading hotels

- lobbying government in Germany & Europe

- since 2001: represent ting hotels in context of Dehoga

- Tasks:

- Maintain & strengthen performance, competitive power & reputation

- Lobbying for HI

- Connect private owned hotel business & hotel chains

- Provide quality services for members

- General terms & conditions
- Online hotel guides
- Offering seminars

- AH&LA: American Hotel & Lodging Association

- Sole national association

- All sectors & stakeholders of HI

- Tasks:

- Advocacy
- PR
- Image management
- Education
- Research
- information

3. Positioning (Theme Orientation, target groups)

- Layout/Design, e.g. Las Vegas Hotels

- Casino-Theme Hotels (1966):

- Idea: attracts customers to spend money

- Restrictions for gambling lost

- Mirage aimed at families

- Intention:

- higher identification à repetitive visits
- Las Vegas speciality: no cultural/historic sites to attract people à attraction & compensation by artificial world

- Strategy:

- Diversification by Quality (competitive), Preference (market impulse), segmentation strategy
- Free item (comps) à encourage players to gamble, build customer loyalty
- Implementation à giving away room, F&B to bring players to casino games, keeping as much of player’s spending as possible à most important revenue

- Examples:

- Caesars Palace
- New York New York
- Venetian
- Aladdin

[...]

Details

Pages
8
Year
2012
ISBN (eBook)
9783656705819
ISBN (Book)
9783656707417
File size
692 KB
Language
English
Catalog Number
v277873
Institution / College
Stralsund University of Applied Sciences
Grade
1,0
Tags
hotel management summary

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