introductiontohospitality

fifthedition
johnr.walker

Chapter1:WelcometotheHospitalityIndustry
 Chapter 1
Welcome to the Hospitality Industry
Welcome future leaders!
Hospitality spirit
Service
The pineapple tradition
The interrelated nature of hospitality and tourism
Characteristics of the hospitality industry
Hospitality industry philosophy
Success in service
Moments of truth
Service and total quality management
Disney

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Welcome future leaders!
Hospitality industry is an exciting
place to be:
Its fascinating
Its fun
It offers competitive pay
It offers advancement opportunities

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Hospitality Spirit
Works to create memories
Everyday guests rely on us for service
Passion is in the service element
People with a service spirit are happy to do
something extra to make the guests
experience memorable
The WOW factor!

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Service, Service, Service!
Service is defined as the act or means of
serving
To serve is to provide goods and services
for and be of assistance to
It is critical to give our guests exceptional
service each encounter
The hospitality industry can be a good
choice for entrepreneurs who prefer to do
their own thing (i.e., a bar, catering
company, event management, restaurant,
tour guide, night club, wedding planner,
etc.)
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Figure
1-1
Career
Paths

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 The Pineapple Tradition

The pineapple has enjoyed a rich and

romantic heritage as a symbol of welcome,
friendship, and hospitality
Pineapples were brought back from the
West Indies by early European explorers
during the seventeenth century
From that time on the pineapple became
the favored fruit of royalty and the elite
Today, it is globally recognized as a
symbol of hospitality

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 The Interrelated Nature of
Hospitality and Tourism
The hospitality and tourism
industry is the largest and
fastest-growing industry in the
world
Under the umbrella of travel and Tourism
tourism, countless professions
are necessary to meet the
Hospitality
needs and wants of people
away from home
All of these scopes have an
effect on each other

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
Figure 1-2 Scope of Hospitality and Tourism Industry

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
The Interrelated Nature of Hospitality
and Tourism
Hospitality employees have the ability
to affect the human experience by
creating powerful impressionseven
brief moments of truththat may
last a lifetime
A moment of truth is an expression
used to describe a guest and an
associate meetingas when a guest
walks into a restaurant
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 The Interrelated Nature of
Hospitality and Tourism
The hotel business provides career
opportunities to associates who help
make reservations, greet, assist, and
serve guests
The restaurant business fulfills guests
diverse needs and wants
Eating is a biological need that restaurants
accommodate
Restaurants also fulfill other human desires
(i.e., the need for socialization and to be
entertained)
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 The Interrelated Nature of
Hospitality and Tourism
In managed services, foodservices
are provided for airlines, military
facilities, schools, health care
operations, business and industry
These foodservice operations have the
dual challenge of meeting the needs
and wants of both the guests and the
client (i.e., the institution itself)

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
Characteristics of the Hospitality
Industry
Our services are mostly intangiblethe guest
cannot test-drive a nights stay or taste the
steak before dining
The products are for use, not possession
There is inseparability of production and
consumption of the service product, due to each
guests unique demands
There is also the perishability of our product
For example, we have 1,400 rooms in inventory, but we
sell only 1,200 rooms. What do we do with the 200
unsold rooms? Nothingwe lose 200 room nights and
the revenue.

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Hospitality Industry Philosophy
Changed from one manager
planning, organizing, implementing,
and measuring to managers
counseling associates, giving them
resources, and helping them think for
themselves
A participative management style which
results in associate empowerment,
increased productivity, and guest and
employee satisfaction
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Hospitality Industry Philosophy
Corporate philosophy embraces the
values of the organizationincluding
ethics, morals, fairness, and equality
Shifts emphasis from the production
aspect of business to the focus on
guest-related services

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Success in Service
Approximately 70% of the American
and Canadian economies are
engaged in service industries
It is critical to offer guests exceptional
service and to understand role of
guest services
Teamwork between the front of the
house and the back of the house
creates a positive environment in
which to work
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Success in Service
A guest is someone who receives or
benefits from the output of someones
work
External customer satisfaction ultimately
measures a companys success, since
they are the people who are willing to pay
for a companys services
Internal customers are the people inside
any company who receive or benefit from
the output of work done by others in the
company
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Success in Service
For success in service we need to:
Focus on the guest.
Understand the role of the guest-contact
employee.
Weave a service culture into education
and training systems.
Emphasize high-touch instead of just
high-tech.
Thrive on change.

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 A Cup of Kindness

Customer service is a central focus of

hospitality
Our job is to enhance the lives of those
people (guests, customers, passengers,
etc.) to whom we serve
We begin by understanding what they need
Kindness is demonstrated by making everyone
feel welcome
Quality customer service requires that we make
all guests feel comfortable
We all have a need to feel important
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Moments of Truth
These are guest encounters
Every hospitality organization has
thousands of moments of truth every day
Some of them include:
A guest calls the restaurant for a table
reservation
A guest tries to attract the bartenders attention
for a cocktail because there are no seats
available
A server takes an order
A server brings the check
A guest departs the restaurant
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Focus on Service:
Seven Deadly Sins of Service
Apathy
Brush-off
Coldness
Condescension
Robotics
Rule book
Runaround

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Service and Total Quality
Management
Total quality management (TQM) is a
continuous process that works best when
managers are also good leaders
TQM is a participatory process that
empowers all levels of employees to work
in groups to establish guest service
expectations and determine the best way to
meet or exceed those expectations
The difference between TQM and quality
control (QC) is that QC focuses on error
detection, whereas TQM focuses on error
prevention
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
The Disney Approach to Guest Service
The Disney mission statement is simple:
We create happiness.
The key elements of Disneyland guest
services include:
Hiring, developing, and retaining the right
people
Understanding their product and the meaning
of the brand
Communicating the traditions and standards of
service to all cast members
Training leaders to be service coaches
Measuring guest satisfaction
Recognizing and rewarding performance
IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Disney Service Model
It begins with a smile
Make eye contact and use body
language
Respect and welcome all guests
Value the magic
Initiate guest contact
Creative service solutions

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Disneys 5 Steps of Leadership
1. Provide clear expectations and standards
2. Communicate these expectations through
demonstration, information, and examples
3. Hold cast members accountable for their
feedback
4. Coach through honest and direct
feedback
5. Recognize, reward, and celebrate
success

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 Trends
Globalization
Safety and security
Diversity
Service
Technology
Legal issues
Changing demographics
Price value
Sanitation

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.
 The End

IntroductiontoHospitality Copyright2009byPearsonEducation,Inc.
FifthEdition UpperSaddleRiver,NewJersey07458
JohnWalker Allrightsreserved.