旅游宾馆管理课件

1、何建民何建民 教授教授/博士博士欧美同学会酒店专业委员会专家欧美同学会酒店专业委员会专家 获国务院特殊津贴专家获国务院特殊津贴专家 上海迪士尼乐园上海迪士尼乐园国家国家评审专家评审专家 上海市世博会重点课题主持人上海市世博会重点课题主持人 国家旅游局奥运促销规划评审专家国家旅游局奥运促销规划评审专家上海财经大学旅游管理系主任上海财经大学旅游管理系主任旅游宾馆旅游宾馆管理管理现代旅游宾馆的体验与认识现代旅游宾馆的体验与认识 1 美国万豪酒店集团的体验与认识 2 美国万豪亚洲酒店品牌的体验与认识 3 法国雅高酒店集团的体验与认识 Hotel Villa Motel Village Inn Cond

2、ominium Resorts Guest House Tourist Hotel Youth Hostel Apartment Resort Mansion Palace 第一讲内容提要 旅游宾馆旅游宾馆的基本特点的基本特点与发展趋势与发展趋势 1、现代宾馆的类型 2、现代宾馆的等级 3、现代宾馆的规模 4、现代宾馆的布局 5、现代宾馆的经营管理内容 6、现代宾馆的发展趋势一、现代酒店的基本特点一、现代酒店的基本特点 1 1、现代、现代宾馆宾馆的类型的类型 （1） Categorization by Locations Where could you build a hotel? -Down

3、town Hotel: Sofitel Hailen Hotel -Suburban Hotel: hotels in the countryside -Resort Hotel: 1) hotel with special environmental attractions, such as hotel in Sanya;2) hotel with signature attraction: hotel in Disneyland -Airport Hotel: Motel 168 in Pudong Airport -Motel: Holiday Inn -B & B: Bed and B

4、reakfast Discussion: How to find a right place of different hotels?1 1、现代、现代宾馆宾馆的类型的类型 （2）Categorization by Types of Plans What kind of meals will your hotel offer? -EP: European Plan, Room only (Business) -CP: Continental Plan, Room+Continental breakfast (Business) -MAP: Modified American Plan, Roo

5、m+ breakfast+lunch or dinner (2 meals only) -AP: American Plan, Room + breakfast + lunch and dinner (3 meals) (Holiday Makers)Discussion: What kind of meals will your hotel offer? Why?1 1、现代、现代宾馆宾馆的类型的类型 （3）Categorization by Types of Clientele What kind of markets in terms of different purposes and

6、forms will your hotel target? -a hotel for group tourists: offer service package -a commercial hotel: cater to mostly businessmen and are on European Plan -a family hotel: would be on American plan and is normally situated in resort cities -a conference hotel and Exhibition hotel: have conference ro

7、om and exhibition facilities1 1、现代、现代宾馆宾馆的类型的类型 （4） Categorization by Length of Guest Stay What kind of markets will your hotel target in terms of different stay lengths? -a transient hotel: a guest can register for a day or even less (airport hotels with offering hourly room) -a residential hotel:

8、guests stay for a minimum period of one month the hotel signs a detailed lease with the customer (apartment/extended stay:at least five days) -a semi-residential hotel: incorporates the features of both the transient and residential hotels (attached rooms)1 1、现代、现代宾馆宾馆的类型的类型 （5）Categorization by Ope

9、rating Status What kind of operating status will your hotel adopt? -Independent hotels: The term independent refers to an operator owning one or more properties which have no chain relationship. -Examples: a mom-and-pop hotel/the fourth hotel group in Shanghai: Jin Jiang International Hotel Group/ D

10、ong Hu Hotel Group /Heng Shan Hotel Group 1 1、现代、现代宾馆宾馆的类型的类型-Chains hotels: A chain refers to properties maybe owned by a parent company, a franchise operation, or operated by a management contract company. Chains hotels means a hotels system with more than two hotels and a same brand. Examples: 1)

11、 Holiday Inn Chronology 2) Super 8: master franchise 3) Marriott International a. Franchise and management contract b. Advantages of Marriott International1 1、现代、现代宾馆宾馆的类型的类型 -Referral organizations or hotel consortia: Through these organizations ( similar to the distinguished chains hotels concept

12、), the independent operator could obtain sales promotion benefits similar to those enjoyed by a chain operation without sacrificing individual control of his or her business. Examples: Best Western International (nonprofit organization)1 1、现代、现代宾馆宾馆的类型的类型 （6）Categorization by Investment What kind of

13、 your hotel ownership would you like? -Proprietary -Partnerships -Public Limited Company -Real Estate Investment Trusts: REITs1 1、现代、现代宾馆宾馆的类型的类型 -Whole-Ownership Condominium Resorts: A whole-ownership condominium resort is a nontraditional lodging property made up of residential units owned by indi

14、viduals, and common areas owned jointly by the owners of the residential units, the owners association, or by the developer of the resort. -Interval-Ownership Properties: He or she buys an interval of time at a property, time which may or may not be tied to a particular unit (or even to a particular

15、 property, in the case of some multi-property interval-ownership companies)2 2、现代、现代宾馆宾馆的等级的等级 (1) Categorization by Facilities and Services the Hotel Offers What kind of facilities and services will your hotel offer? -China: the star rating system -International practice: full service hotel/mid-sca

16、le hotel/limited service hotel/economy hotel/budget hotel/Bed & Breakfast 2 2、现代、现代宾馆宾馆的等级的等级2 2、现代、现代宾馆宾馆的等级的等级3 3、现代、现代宾馆宾馆的规模的规模 Categorization by Number of Rooms How many rooms is suitable for a hotel that you will build? -International standard: from bottom to top (1) Small: 25 rooms or less (2

17、) Medium: 25100 (3) Large: 101300 (4) Very large: over 300 rooms3 3、现代、现代宾馆宾馆的规模的规模 - Chinas standard: comparing Chinas standard with International standard (1) Small:100 (2) Medium: 100300 (3) Large:300600 (4) Very large: over 600 rooms (5) From Sheraton Huating to New Jin Jiang Tower to Portman Ri

18、tz-Carlton (market potential/ cost efficient )Discussion: What is suitable scale for a hotel in terms of room numbers?4 4、现代、现代宾馆宾馆的布局的布局 （1）Lobby -quality guarantee lectern -front desk -lobby caf -lobby lounge -shopping arcade -beauty lounge -closed hotel or open hotel? 4 4、现代、现代宾馆宾馆的布局的布局 （2）Types

19、 of Rooms a. Type of Bed: -Twin-size bed: 1 x 2m ( 39 x 80 inch) one inch equal to 2.54cm or one twelfth of a foot -Double-size bed: 1.35 x 2m (54 x 80 inch) -Queen-size bed: 1.5 x 2m (60 x 80 inch) -King-size bed: 2 x 2m (78 x 80 ) -Extra bed or Rollaway bed -Cot -Studio bed -Murphy bed -Water bed4

20、 4、现代、现代宾馆宾馆的布局的布局 b. Types of Rooms -Single room -Double room -Two-bed room: Twin room / Twin apart Hollywood twin / Double-double / Queen-double -Triple-room -Suite room: bedroom/bathroom/living room/ -Junior suite room or business suite -Duplex suite/ Senior suite/ Executive suite/ Presidential s

21、uite/ Royal suite 4 4、现代、现代宾馆宾馆的布局的布局 C. Room plan D. Closed management of room E. Floor plan F. New trends in room management -Reduce -Reuse -Recycle -Refresh4 4、现代、现代宾馆宾馆的布局的布局 (3) Restaurant A. Buffet: meal at which guests served themselves from a number of dishes; food provided for this Appetize

22、r: Salad such as shrimps with vegetables Soup or milk (yogurt) with cereals Fish Main course: Meat with rice or vegetables such as steak with potatoes Dessert: Ice cream with chocolate/ Cake/ Melon Above eating accompanied with drinks such as coffee or tea or fruit juice and with bread (with jam or

23、honey) B. a la carte: a restaurant plan4 4、现代、现代宾馆宾馆的布局的布局 C. Ball room or function room D. Saloon E. Multifunction and concentration on one floor F. Type and Scale of restaurants: one-star hotel two-star hotel three-star hotel four-star hotel five-star hotel4 4、现代、现代宾馆宾馆的布局的布局 (4) Kitchen A. The se

24、paration between kitchen and dining room B. Cleanliness and sanitation and dry and friction C. Careful management: clinic, road arrangement 4 4、现代、现代宾馆宾馆的布局的布局 (5) Public Area A. The division of different atmosphere B. The arrangement of public areas C. The maintenance of public areas D. Decoration5

25、 5、现代、现代宾馆宾馆的经营管理内容的经营管理内容 （1）Property Management （2）Organization Management （3）Human Resources Management （4）Marketing Management （5）Service Management （6）Supervising （7）Financial Management （8）Control Management6 6、现代、现代宾馆宾馆的发展趋势的发展趋势 （1 1）大更大）大更大 （2 2） 输出管理输出管理 （3）分布地区、国家的增加与积极调整 （4 4） 联合营销联合营销 （

26、 5 5）特许经营的重要性）特许经营的重要性 （6）大型旅游企业与酒店集团的主要经营大型旅游企业与酒店集团的主要经营趋势趋势 （7 7）特色精品酒店）特色精品酒店 Review Questions 1. How could we classify hotels into different types in terms of building and marketing hotels? 2. Why should we classify hotels into different types? 3. What are major advantages of chains hotels comp

27、aring with independent hotels? 4. What are the fee structure for hotel franchise? 5. How do independent hotels compete with chains hotels? 6. What is the growth path of chains hotels? 7. How could we make supply of rooms match the demand of rooms in terms of long-run plan and short-run strategies? 8

28、. According to international experience, what kind of hotels will be developed in China in the future? 9. Search relevant web sites to know hotel chains, such as ; ; ; 10. Access to the following web site to know international branded hotels in Shanghai: 第二讲第二讲内容提要内容提要 旅游宾馆旅游宾馆质量质量管理的国际标准管理的国际标准 旅游宾

29、馆产品的特征 旅游宾馆服务的要求 案例研究: The Ritz-Carlton Basics 服务管理的质量标准 服务管理的指导方针Characteristics of Hospitality ProductsExpensive products -accommodation vs. transportation Atmosphere products - culture and art Hospitality products - butler service Unstable-quality products -conference and coffee Professional prod

30、ucts -wine service The Requirements for Service The requirements for attitude -Service to animal -Service to boss -Service to customers The requirements for behavior -The definition of service -The analysis of service of Four SeasonsCase Study: The Ritz-Carlton Basics 1. The Credo will be known, own

31、ed and energized by all employees.Case Study: The Ritz-Carlton Basics 2. The three steps of service shall be practiced by all employees.Case Study: The Ritz-Carlton Basics 3. All employees will successfully complete Training Certificate to ensure they understand how to perform to The Ritz-Carlton st

32、andards in their position.Case Study: The Ritz-Carlton Basics 4. Each employee will understand their work area and Hotel goals as established in each strategic plan. 5. All employees will know the needs of their internal and external customers (guests and employees) so that we may deliver the produc

33、ts and services they expect.Case Study: The Ritz-Carlton Basics 6. Each employee will continuously identify defects (Mr. BIV) throughout the Hotel. 7. Any employee who receives a customer complaint “owns” the complaint. 8. Instant guest pacification will be ensured by all. React quickly to correct t

34、he problem immediately. Follow-up with a telephone call within twenty minutes to verify the problem has been resolved to the customers satisfaction. Case Study: The Ritz-Carlton Basics Do everything you possibly can never to lose a guest. 9. Guest incident action forms are used to record and communi

35、cate every incident of guest dissatisfaction. Every employee is empowered to resolve the problem and to prevent a repeat occurrence. 10. Uncompromising levels of cleanliness are the responsibility of every employee. Case Study: The Ritz-Carlton Basics 11. “ Smile - We on stage.” Always maintain posi

36、tive eye contact. Use the proper vocabulary with our guests. (Use words like “Good Morning,” “Certainly,” “Ill be happy to” and “My pleasure”). 12. Be an ambassador of your Hotel in and outside of the work place. Always talk positively. No negative comments. 13. Escort guests rather than pointing ou

37、t directions to another area of the Hotel.Case Study: The Ritz-Carlton Basics 14. Be knowledgeable of Hotel information (hours of operation, etc.) to answer guest inquiries. Always recommend the Hotels retail and food and beverage outlets prior to outside facilities. 15. Use proper telephone etiquet

38、te. Answer within three rings and with a “smile.” When necessary, ask the caller, “May I place you on hold.” Do not screen calls. Eliminate call transfers when possible. Case Study: The Ritz-Carlton Basics 16. Uniforms are to be immaculate; Wear proper and safe footwear (clean and polished), and you

39、r correct name tag. Take pride and care in your personal appearance (adhering to all grooming standards). 17. Ensure all employees know their roles during emergency situations and are aware of fire and life safety response process. 18. Notify your supervisor immediately of hazards, injuries, equipme

40、nt or assistance that you need. Case Study: The Ritz-Carlton Basics19. Practice energy conservation and proper maintenance and repair of Hotel property and equipment.20. Protecting the assets of a Ritz-Carlton Hotel is the responsibility of every employee.The Requirements for Service The requirement

41、s for meeting individual needs and wants -Understanding the needs and wants of different customers: Individual markets Business market Leisure market Health marketThe Requirements for Service The requirements for meeting individual needs and wants group market/MICEE ( Hierarchy of Maslows Needs: Phy

42、siological needs/Safety needs/Social needs/Esteem needs/Self actualization: Aesthetics appreciation) -Understanding the different physical and psychic needs and wants of customers Physical needs and wants/ Psychic needs and wants52The service quality standard 1. Reliability 2. Responsiveness 3. Comp

43、etence 4. Access 5. Courtesy 6. Communication 7. Credibility 8. Security 9. Understanding 10. TangibleThe guidelines for hospitality service management (ten golden keys) 1. Guest is always right. 2. Smile 3. Sincere, honesty and friendly 4. Prompt service 5. Using magic phrases. When you meet consum

44、ers, you always say “May I help you?”, “You are welcome.” 6. Wearing your name badge 7. You are proud of your appearance.The guidelines for hospitality service (8) Teamwork (9) When you meet a guest, you will greet the guest before the guest greets you. (10) You should know your hotel, your job, and

45、 relevant information. Discussion: What is your opinion of the requirements for service? What are the most important sentences in terms of management?56 -插座/开关/互联网 -送茶/热毛巾 -开夜床 -水汽 -空调 -电视机开关 -电视机频道Review Questions 1. What are the characteristics of hospitality products?2. What are the requirements

46、for hospitality service?3. What is the service quality standard?4. What are the guidelines for hospitality service management?5. What is a service package?6. Selling a product means selling a service. Do you agree to this opinion? 第三讲内容提要旅游宾馆的组织管理旅游宾馆的组织管理 旅游宾馆组织的性质旅游宾馆组织的性质 旅游宾馆使命书制定旅游宾馆使命书制定 旅游宾馆组

47、织机构图的设计旅游宾馆组织机构图的设计 有效率的宾馆组织管理的标准有效率的宾馆组织管理的标准 旅游工作行为制度的建设旅游工作行为制度的建设The Nature of Hotel Organization The Nature of Hotel Corporation “group of persons authorized to act as an individual, eg. for business purposes” The Style of American Hotel Organization 1. Mechanistic social organization: The mech

48、anistic social organization is one that consists of participants any member of whom can be replaced by others with similar qualifications without noticeably affecting the character of the organization. Examples: like a component of a machineThe Nature of Hotel Organization The Style of American Hote

49、l Organization 2. Individual & contractual relationship: The relationship between the American firm and its individual employees is essentially contractual (1) Insider of the corporation: owner and top management (2) Quasi-insider of the corporation: the cadre of professional managers (3) Outsider o

50、f the corporation: the operations-level employeesboth white-collar and blue-collar The Nature of Hotel Organization The Style of Japanese Hotel Organization 1. An organic social organization: An organic social organization, by contrast, is made up of participants who interact with one another as who

51、le persons. That is, the qualities of their interactions are particularistic and diffuse. Who these participants are to each other does matter, so that the character of the organization changes if the existing members are replaced by others.The Nature of Hotel Organization Examples: A family is an o

52、rganic social organization par excellence. If, for example, the father were replaced by another man, the new family would not be the same as the original one. 2.Japans familistic groupism: A corporation is, first of all, a family like community, which is organically integrated into the large family

53、like community of the national economy. Examples: division and cooperation in Japanese-managed hotelsThe Nature of Hotel Organization The Style of Chinese Hotel Organization 1. Harmony-oriented organization 2. Hero-oriented organization Discussion: Which style of hotel organizations should we choose

54、? Why? Translation: “Singapore is a fine country.” Guess: Where is the place of seat of a general manager of Four Seasons Hotel Shanghai around table when the morning briefing is held?Hotel Corporate Mission 1. The seven elements of hotel organization management -Shared value/Strategy/Structure/ Sys

55、tem/ Style/Staff/Skill 2. Hotel corporate mission analysis: (1) Hiltons Corporate Mission (2) Westin Hotels Statement of Philosophy (3) Theme Slogan Hotel Organizational Chart 1. Hotel organizational chart 2. Front office organizational hierarchy of a large hotel 3. Front office organizational hiera

56、rchy of a small hotel 4.The principles of designing hotel organizational structure (1) Task-oriented principle (2) Management span and specialized division (3) Authority is commensurate with responsibility Criteria for an Efficient Organization 1. Creates a continuity independent of any given person

57、 -plan/schedule/regulation/procedures 2. Uses managements energy for innovation, not routine tasks -management by rule /management by exception 3. Cultivates good habit -encourage positive behavior and punishes inappropriate acts 4. Accumulates experience and knowledge -keep records and management t

58、alentsHotel Rules of Work Behavior 1. Designing Staff Manual -Contents of introduction -The guidelines for designing regulations 2. Designing Job Description -Discussion: Job description of front office Assistants 3. Designing Work Procedures -Discussion: front office procedures for emergencies 4. D

59、esigning Checklist of Noticeable Problems Informal Organization 1. The Definition of Informal Organization 2. The Analysis of Informal Organization -Reasons for the existence of informal organization -Positive effects of informal organization -Negative effects of informal organization 3. Control of

60、Informal Organization -Adjustment of work environment Review Questions 1. What is the definition of hotel organization? 2.The styles of American, Japanese and Chinese hotel organizations, which would you like to choose? Why? 3. Design a hotel organizational chart 4. Explain the key points to design