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Hospitality Management Intro
Hospitality Management Intro
Introduction Hospitality
Content
Hospitality and Management: Knowledge, Experiences, Expectations Everchanging Tourism Basics of Hospitality Expansion strategies in international hotel operation Management in hospitality Marketing in hospitality Production and Management in hospitality Controlling Brand-building in hospitality Wellness in hotels Starting a business in the hospitality sector Abbrevations Sources Internet adresses
Cowboys
The travel industry, according to everybody outside it, is run by cowboys. Despite the abundance of professionally run companies, both big and small, the perception is still that holiday firms rip off unsuspecting customers. But the biggest problem is that operators are often selling a product where the gap between perception and reality is huge. Massmarket holidays are often sold as a dream vacation when they are often anything but. (Quelle: www.travelmole.com Issue 226 (Sept. 2002), zitiert in Page 2003)
New technologies
worldwide CRS/GDS
Tour Operator
Producers of services
- Hotels - Restaurants
Travel Agency potential Competitors Attractions Transport Excursion programs etc.
Customer
soziodemographic development
speeding up of life
Demand Side
1.002.000
321.000 598.000 83.000
97.126
247.861
48.543 190.760 8.558
55,1 Mrd.
18,4 Mrd. 32,6 Mrd. 4,1 Mrd.
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Segmentation hospitality
hospitality (Major company goal)
Profit-orientated, main source of income, open to everybody, for longer period Pub (Schankwirtschaft) Drinks are offered and are consumed on the premises Restaurant (Speisewirtschaft) Food is offered and consumed on the premises Accomodation company (Hotel, Pension, B&B etc.) Guests are accomodated
Segmentation Catering/Restaurants
Service gastronomy (Versorgungsgastronomie)
Train station Restaurants Motorway Restaurants Snack bar / Take away Kiosk (Trinkhallen) Fast-Food Restaurant Cafs without seating Juice bars Sandwich Shops Milk bars Canteens Catering (Banquet and Parties, Industrial, Event) System gastronomy
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11
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Ausstattung/Lage
Gesetzliche Anforderungen
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Conglomerate
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Branded hotels
Hotel brand in Germany some examples (2004)
Nr. Company
1 2 ACCOR Hotellerie Deutschland GmbH ArabellaSheraton Hotelmanagement GmbH ARKONA AG CHOICE Hotels Germany GmbH
Brands
Etap, Formule 1, Ibis, Mercure, Novotel, Suitehotel, Sofitel ArabellaSheraton Hotels & Resorts (18), Four Points Hotels (6), The Luxury Collection (8) Arkona (5), A-ROSA (1), Steigenberger (5) Clarion (2), Comfort (31), Quality (24)
3 4 5 6 7 8
10 57 9 79 1 20
1 4.810 1 17 59 242
17
DERAG Hotel and Living AG Derag Hotel and Living DORINT AG FOUR SEASONS Hotels & Resorts Dorint Hotels & Resorts Four Season Hotel
GOLDEN TULIP Hotel, Inns Golden Tulip Hotels (15), Tulip & Resorts B.V. Inns (5)
Nr.
9 HILTON International Hilton (14), Scandic (3) Ramada-Treff (42), Treff (17), Ramada (8), Ramada Plaza (4) 17 72 400 10
11 HYATT International Hotels Hyatt Regency (2), Park Hyatt, & Resorts Grand Hyatt 12 IFA Hotel & Touristik AG IFA-Hotels 13 INTERCONTINENTAL Hotels InterContinental (5), Crowne Plaza Group (7), Holiday Inn (49), Express by Holiday Inn (8) 14 JOLLY Hotels Deutschland Jolly Hotels GmbH 15 KEMPINSKI AG 16 MANDARIN ORIENTAL Hotel Group Kempinski Hotels & Resorts Mandarin Oriental
4 4 69
210 16 3.454
2 12 1
50 22 20
18
Nr.
17 MARITIM Hotelgesellschaft Maritim mbH 18 MARRIOTT International, Marriott (9), Courtyard by Marriott Inc.; siehe auch: TREFF Hotels (15), Ramada (4), Renaissance AG Services & Reservations (9), Ritz Carlton (2) 19 MRIDIEN Hotels Deutschland GmbH 20 MILLENNIUM & COPTHORNE Hotels Ltd. Le Mridien Millennium Hotels, Copthorne Hotels 36 39 9 2.600
7 2 69 13
143 91 514 37
21 MINOTEL Deutschland e.V. Minotel (63), Suntime (6) 22 MVENPICK Gesellschaft fr Hotel- u. Restaurantbetriebe u. -beteiligungen mbH Mvenpick Hotels & Resorts
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196
19
Nr.
24 NIKKO Hotels International Nikko 25 PARK PLAZA Germany Holdings GmbH 26 QUEENS Gruppe Deutschland Park Plaza (6), artotels (3) Queens Hotels (8), Holiday Inn (16) 1 9 24 3 29 25 51 >100 69 33 441 868
27 RAFFLES International Ltd. Raffles, Swisstel (2) 28 RELAIS & CHTEAUX Deutschland 29 REZIDOR SAS Hospitality Relais & Chteaux Radisson SAS (16), Country Inns & Suites by Carlson (2), Park Inn (6) RIMC-Hotels, Golden Tulip, Tulip Inn, Quality Choice Robinson
30 RIMC International Hotel Resort Management and Consulting GmbH 31 ROBINSON CLUB GmbH
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24
20
1.7. continued
Nr.
32 SOL MELI Deutschland GmbH 33 SORAT Hotel Consult GmbH Tryp Hotel Sorat, Partner of Sorat Hotels 12 20 106 350 0 350
34 SRS Hotels Steigenberger SRS-Worldhotels Reservation Service GmbH & Co. KG 35 STARWOOD Hotels & Sheraton (2), Westin (3) Resorts Worldwide, Inc.; compare: ArabellaSheraton Hotelmanagement GmbH 36 STEIGENBERGER Hotels AG 37 THE RITZ-CARLTON Hotel Company Steigenberger Hotels, InterCity Hotels The Ritz-Carlton
745
66 2
12 55
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Brand cooperations
Hotel cooperations in Germany (2004)
Nr. Company
1 AKZENT Hotelkooperation GmbH 2 BAYERWALD Hotels 3 DESIGN Hotels 4 FAMILOTEL AG 5 FLAIR Hotels 6 HOTELS MIT HERZ GmbH Hotelkooperation 7 EUREGIO BODENSEE e.V. Hotelkooperation 8 MINOTEL Deutschland e.V. 9 MNCHNER HOTEL VERBUND GmbH 10 RELAIS DU SILENCE Silencehotels D. GbR 11 RINGHOTELS e.V.
Hotels Germany
58 9 8 21 132 36 101 69 42 37 155
Hotels internationally
0 0 108 14 13 2 27 514 0 229 0
22
Nr.
12 ROMANTIK Hotels & Restaurants GmbH & Co. KG 13 SMALL LUXURY Hotels of the World Ltd. 14 SRS Hotels Steigenberger Reservation Service GmbH & Co. KG 15 SUPRANATIONAL Hotels 16 The LEADING Hotels of the World Ltd. 17 THEATER-Hotels Deutschland e.V. 18 TOP INTERNATIONAL Hotels GmbH 19 VIABONO GmbH 20 WELLNESS-Hotels Deutschland GmbH 88 3 106 k.A. 25 8 90 230 43 99 305 350 750 390 0 60 0 0
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Location
City, Resort etc.
Quality
Star rated, other categories
Duration of stay
Hours, days, weeks, seasons
Size of company
Individual hotel, family hotel, chain hotel, major hotel
Profit orientation
Profit-orientated, non-profit-orientated, communal, social institution, learning hotel, minor part of company
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Class 2 Middle class hotel, Aparthotel Accomodation, breakfast, food and beverages offered Practical, solid level of basic services Price medium Class 3 Hotel Garni Accomodation and breakfast, only some food and beverages only for guests Little city hotels, not much staff, often family run Price lower medium
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Class 4 Pensions, Hotel pensions Accomodation and breakfast for longer stay guests, fixed menu food at specific times Simple, no special comfort, often close to spa institutions Without special services Prices dependent on length of stay Class 5 Rural hotel Gasthof Mainly restaurant, few beds mainly for restaurant guests Simple, rural, no special comfort Often family run with own butcher or fish farm Price low, except Star-restaurant places Others Motels, Resorts, Highway hotels, holiday homes etc.
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Level
National National 21 regional systems National National
Compulsory
Y No Y Y Y for members
Controlled by
Government Association Government Association Association
Spanien UK
Y Y
Y No
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Basics of classification Voluntarily: Entering and exit always possible Transparency: Every hotel company can learn beforehand into which category it will be put Participants All accomodation companies with more than eight beds Criteria of Classification 19 criteria, higher level of fulfillment needed for each star level Further minimum levels of points for a star level from the criteria
Building/rooms Interior decoration/Features Service / Leisure offers Form of product offer In-house conference facilities
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Evaluation process HoGas on provincial level themselves or by other organisations like CoCs) Regular random controls Classification by document and representative sign
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Discussion
In 1996 Germany and Denmark started a hotel classification program. 2003 Sweden adopted the Danish system. Through this process now all important European countries have classification systems. How about a EU-wide harmonized system? In 2004 the European Association of hotel associations HOTREC decided to start working on a europe-wide classification system. Arguments against: Regional differences, high costs Most major markets are dominated by domestic guests (Germany, France, Italy, Japan, USA) or specific source markets (Germany/UK at Spanish coast and islands).
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Cultural as well as climatic differences result in different criterias for quality: Slippers and oneway-tooth brush important in Japan, not in Austria Good and diverse range of wines offered necessary in Austria, not in Britain Baked breakfast available important in Britain, not in Portugal Tobacco shop in the hotel necessary in Portugal, not in France Bidet necessary in France, not in Netherlands Many towels positive in Netherlands, not in USA Ice machine on each floor important for USA
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Beds have to be longer in Northern Europe than in Southern Europe Rooms are smaller in a 5 Star hotel in Tokyo than in a cheap motel in USA Lobby in 4 Star hotel in Beijing much bigger than in 5 Star hotel in Europe Swedish 3 Star hotels do not need to have a window Even bigger differences for African, South American destinations
It is therefore not suitable to have a harmonized system all over the world. The 5 Star system is established internationally (Middle East 7 Star hotels only marketing gag), not easily abandoned Even now star rating criteria lead to useless investments (Sauna in 4 Star hotel in Malta)
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Most important criticism: Star rating only looks at single quantitative criteria set. No clear distinction between business travellers and holiday makers needs No recognition of the most important fact: service QUALITY
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Die three hightest hotels in the world (2005) 1. Grand Hyatt 2. Burji al Arab 3. Emirates Towers Hotel 421 m Shanghai, China 321 m Dubai City, Dubai, VAE 309 m Dubai City, Dubai, VAE
Planned (year of opening) 1. Burji Dubai (2008) 2. Ritz Carlton (2009) 3. Federazjia (2007) 4. Emirates Hotel (2008) 5. Shangri-La (2009) 560 m Dubai City, Dubai, VAE 480 m SAR Hong Kong, China 440 m Moskau, Russland 350 m Dubai City, Dubai, VAE 310 m London, GB
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Best hotels in different categories 2006 according to the readers of Travel and Leisure: http://www.travelandleisure.com/worldsbest/2006/ Leading Hotels of the world Group: http://www.lhw.com/
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Goals: Economy of scale, Synergies, risk sharing: More growth, more revenues Brand strengthening through increased visibility especially if high level of standardisation Synergies by cost reduction in backstage operations Synergies by cost reduction and quality control in housekeeping, food and beverages, renovation Increased bargaining power in sourcing Central marketing and reservation Regional risk sharing
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In hotel group
Standardisation Organisation geared to expansion Brand value Clear division between investment and management functions
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44
Accor
Marriott
Courtyard by Marriott Ramada Sol Inn Hotels Sol Hotels Melia Comfort Sol Elite
6 1 1
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Best Western
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47
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2 Discussion
Hotel franchise contracts are much more common in the USA than in Germany. What reasons could be responsible for this fact?
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The Hotel Manager is a man from the distant future who opens up a restaurant in the distant past. The guests travel there via time machine (yes, just like The Restaurant at the End of the Universe by Douglas Adams). He's pretty funny as he's very evolved, but he's still a stupid jerk. Appearances: Tick vs. Prehistory: This episode is featuring a restaurant located about 3.5 million years ago. The Tick and Arthur wind up stuck in the distant past, but they're 'saved' when The Hotel Manager kidnaps their tribe of human-ape ancestors and takes them to the hotel to replace his waitstaff. Tick manages to overthrow the hotel staff and return his tribe to freedom and restore himself and Arthur to the 20th century.
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Management or improvisation
Planned and managed: Fixed normal ways of doing things, management by exception Job descriptions, workflow descriptions Differentiation between operational and strategic management Improvisation: Management by experience: good for stable situation only
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Abilities Matrix
Data Mining of abilities of staff Competence cluster Example Accor Ibis Hotels: 15 Minutes Total Zen: How can it work?
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Quality management
Quality Expensive Quality: Hardware, Surroundings, Software Quality: Ongoing process
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Ecology management
Based on: Laws and regulations Customer demand Staff demand In Germany: DeHoGa Eco Criteria Government subsidies from
European Recovery Program (ERP) Deutsche Ausgleichsbank (DtA) Kreditanstalt fr Wiederaufbau (KfW) Bundeslnder Subsidies
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Ecology management
Labels: Many Ecology labels worldwide on different levels Example Bavaria: http://www.stmugv.bayern.de/umwelt/wirtschaft/siegel/index.htm Other examples: Blaue Flagge, Grner Koffer Top label in Germany: Viabono
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Ecology management
Discussion: In the 1990s the hospitality companies in Germany could not agree on a label like Grner Koffer. Today Viabono is supported by DeHoGa etc. Is ecological engagement in hotels just a marketing gag or will we see a real greening of the hospitality industry?
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