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HOTEL / RESORT OPERATIONS
Tract 1. Infrastructure INTRODUCTION TO THE HOSPITALITY INDUSTRY
1-1. The Hospitality Industry Past The Lessons of the Past; Origins of the Hospitality Industry; The Golden Age of Hotels; A Room and a Bath for a Dollar and a Half; Conrad Hilton; The Greatest Untouched Industry; Howard Johnson; Willard Marriott; The Rise of the Economy Hotel; The Age of Competition
1-2. The Lodging Industry Present Segments of the Lodging Industry; Property Types; Classifications and Ratings; Class
1-3. Ownership and Management Ownership and Management Methods; Referral Organizations; Reservations Systems; The Function of Ownership; The Function of Management
1-4. Organization A City Within a City; Hotel Organization; Organization of a Limited-Service Hotel; Organization of a Mid-Market Hotel; Organization of a Large Hotel; The Outlook for Employment
1-5. Front Office Operations Rooms Functions; The Front Office; Front Office Organization; The Personality of the Front Office; Reservations; Front Office Statistics; Room Forecasts
1-6. Guest Services Organizing Guest Services; Traits of an Efficient Service Staff; Trends in Guest Services
1-7. Housekeeping, Engineering, and Security Housekeeping Organization; Housekeeping Procedures; The Engineering Department; The Security Department
1-8. Food and Beverage Service Functions of a Food and Beverage Service; Food and Beverage Organization; The Banquet/Catering Staff; Food and Beverage Cost Controls; Food and Beverage Cost Factors
1-9. Marketing and Sales Hospitality Markets; Hospitality Distribution Channels; Marketing Organization; The Marketing and Sales Staff; Internal Selling
1-10. The Back Office Back Office Functions; Income, Expenses, and Profits; Back Office Organization; Accounting Tools; Financial Reports and Forecasts; Automation in the Hospitality Industry ______________________________________________________________________
FRONT OFFICE OPERATIONS AND ADMINISTRATION
2-1. The Hospitality Industry Hospitality as an Industry; Industry Segments; Hotel Organization; The Role of the Front Office
2-2. Front Office Organization The Front Office; The Reservations Department
2-3. Rooms, Bedding, and Rates Room Types and Rates; Rate Categories; Rate Factors; Rate Classifications; Room Location
2-4. The Reservations Function Reservation Systems; Cancellations; Group Reservations Key Concepts; Review Questions; Projects; 2-5. Managing Reservations; Documenting Reservations; Controlling Reservations; Volume Forecasts; Automated Reservation Systems
2-6. Check-In and Check-Out The Importance of an Efficient Front Desk; Check-In Procedures; Check -Out Procedures
2-7. Statistics and Reports The Importance of Reports; The Front Desk Log; Monitoring Room Status; Monitoring Account Balances; Monitoring Availability; Front Desk Statistics
2-8. Guest Relations The Importance of Guest Relations First Impressions; Personal Appearance Communication; Handling Complaints; Effective Telephone Technique
______________________________________________________________________ Tract 3. Back Office THE BUSINESS OF HOSPITALITY
3-1. Hospitality, Lodging, and the Business Office Hospitality and Change; Lodging and Change; Management and Change; Automation and the Hotel; The Role of the Business Office; The Functions of the Business Office
3-2. The Hotel as a Business Basics of the Hotel Business; Business Organization; Franchises; Management Contracts; Licenses and Permits; Business Insurance; The Importance of Location; Books and Records; Hotel Automation Systems
3-3. Organization of the Business Office The Functions of the Business Office; Business Office Organization; Principles of Hotel Organization; Management by Committee; Chain Organization
3-4. Rooms Functions and Operations Reservations; Guaranteeing Reservations; Cancellations; Group Reservations; Documenting Reservations; Automated Reservations Systems; Rate Categories; Room Functions
3-5. Basic Hotel Accounting Basic Accounting Concepts; Revenues; Accounting Tools
3-6. Financial Reports The Importance of Financial Reports; The Balance Sheet; Preparing a Balance Sheet; The Operating Statement; Managing Cash Flow
3-7. Financial Planning Budgets; Forecasting Sales; Projecting Expenses; Departmental Budgets
3-8. Human Relations The Importance of Human Relations; The Personnel Department; Employee Recruitment; Employment Regulations and Laws; Personnel Policies; The Importance of Ethics
Computer Exercises VIRTUAL HOTEL
Unit 1. Room Availability Unit 2. Booking Reservations Unit 3. Updating Reservations Unit 4. Group Reservations Unit 5. Property Information Unit 6. Rooming Guests Unit 7. Posting Charges and Credits Unit 8. Account Inquiries Unit 9. Check-Out Unit 10. Reports Cumulative Exercises I Cumulative Exercises II
______________________________________________________________________ Tract 4. Sales and Marketing MARKETING HOSPITALITY
4-1. Understanding Hospitality Marketing The Hotel as a Product; The Elements of Marketing; The Influence of Market Position; The Role of the Sales Department
4-2. Understanding Transactions Transactions; Marketing Strategies; Sales Obstacles; Benefits; Phases of Behavioral Marketing; Organizational Buying Behavior
4-3. Understanding Client Behavior The Buying Decision; Complex Buying Decisions; Low-Involvement Buying Decisions ; Repetitive Buying Decisions; Cultural Influences; Reference Groups; Product and Price
4-4. Understanding Pricing Strategies Pricing and Costs; Pricing Influences; Group Pricing Strategies; The Marketing Challenge
4-5. Marketing Organization Organizing for Marketing; The Marketing Department; Staff; The Front Office Sales Force; The External Marketing Force; Responsibility and Accountability
4-6. Market Research and Planning Supply and Demand; Market Planning; Targeting the Market; The Marketing Budget
4-7. Marketing Communications Media Analysis; Budgeting Media Expenditures; Public Relations; Press Releases
4-8. Marketing to Organizations Marketing to the Convention Trade; Sales Categories; The Group Sales Process; Group Sales Allotments
4-9. Personal Selling The Importance of Personal Selling Sales Preparation; Establishing Rapport; Determining Client Needs Overcoming Obstacles; Educating the Client; Closing Sales; Follow-Up
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