FRONT OFFICE
SERVICES NC II
MODULE: Receive and
Process
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This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and
time. You will be enabled to process the contents of the learning resource
while being an active learner.
This module has the following parts and corresponding icons:
What I Need to
This will give you an idea of the skills or
Know competencies you are expected to learn in
the module.
What I Know This part includes an activity that aims to
check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.
What’s In
This is a brief drill or review to help you link
the current lesson with the previous one.
What’s New In this portion, the new lesson will be
introduced to you in various ways; a story, a
song, a poem, a problem opener, an activity
or a situation.
What is It This section provides a brief discussion of
the lesson. This aims to help you discover
and understand new concepts and skills.
What’s More This comprises activities for independent
practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
What I Have This includes questions or blank
Learned sentence/paragraph to be filled in to process
what you learned from the lesson.
What I Can Do This section provides an activity which will
help you transfer your new knowledge or
skill into real life situations or concerns.
Assessment This is a task which aims to evaluate your
level of mastery in achieving the learning
competency.
Additional Activities In this portion, another activity will be given
to you to enrich your knowledge or skill of
the lesson learned.
Answer Key This contains answers to all activities in the
module.
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This is a list of all sources used in
References developing this module.
What I Need to Know
This module was designed and written with you in mind. It is here to help you
master the nature of Front Office Services. The scope of this module permits it
to be used in many different learning situations. The language used recognizes
the diverse vocabulary level of students. The lessons are arranged to follow the
standard sequence of the course. But the order in which you read them can be
changed to correspond with the textbook you are now using.
The module has one lesson:
• Lesson 1 – The Lodging Industry
After going through this module, you are expected to:
• Determine for and advise customer of the availability of the
reservation.
• Offer alternatives, including waitlist options, if requested booking
is not available; and
• Respond to inquiries regarding rates and other product features
according to established procedures.
What I Know
Direction: Read each item carefully and use your notebook to write your
answers.
Let us determine how much you already know about processing reservations.
Take this test.
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Directions. Do this activity on your notebook. Enumerate your answers based
on the following.
1-6 Give at least 6 types of hotels
7-10 Classification of Hotels
Lesso
n
The Lodging Industry
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Every multi-departmental physical business needs to have a front office or reception to
receive the visitors. Front Office Department is the face and as well as the voice of a
business. Regardless of the star rating of the hotel or the hotel type, the hotel has a
front office as its most visible department. For a business such as hospitality, the front
office department comes with an aspect of elevating customer experience with the
business.
Front Office department is a common link between the customers and the business.
Let us learn more about it.
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What’s In
Direction: As a review of your front office services course,
enumerate common tools and equipment used in front office. Write your answer on
your notebook.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
What’s New
Direction: Think of a well-known hotel/resort in your locality. List down its features
and provide reasons of why customers would choose this hotel over others. Do this
activity on your notebook.
Name of the hotel/resort: _______________________________________ Features:
1.
2.
3.
4.
5.
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Reasons of why tourists/customers would choose this hotel/resort over others:
1.
2.
3
What is It
The Travel and Tourism Industry
The travel and tourism industry consists of five parts:
Lodging operations
Transportation services
Food and beverage operations
Retail Stores
Activities
Hospitality Industry is part of the travel and tourism industry. The hospitality industry
consists of the following:
Lodging
Food and beverage operations
Institutional food and beverage service
Classification of Hotels:
Hotels are commonly classified by:
Size
Under 150 rooms
150 to 299 rooms
300 to 600 rooms
More than 600 rooms
Target markets
Two of the most important marketing challenges for a lodging property are: “Who stays
at our property?” and “Who else can we attract?” Lodging properties seek to identify
target markets
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Target markets are distinctively defined groups of travelers that the hotel seeks to
retain or attract as guest.
Levels of Service
World-class service
Upscale
Mid-range service
Economy/limited service
Ownership and affiliation
Independent hotels
Chain hotels
b.1 Management contract
b.2 Franchise
b.3 referral group
Types of Hotels (Classified by Market Segments)
Commercial Hotels
• Located in the towns and cities they primarily serve
• Often located near train stations in the 19th and early 20th centuries
• Located in downtown or business districts today
• Largest group of hotels
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Commercial Hotel Guest Amenities
• Complimentary newspapers
• In-room coffee makers
• Free local calls
• Cable television, DVD players/DVDs, video games
• Personal computers, high-speed internet access
• Ergonomic desks and chairs
• Fax machines
• Car rental arrangements, airport pick-up services
• 24-hour food service
Semi-formal dining rooms; cocktail lounges
Conference rooms, guestroom suites, room service, banquet meal service
Laundry/valet service
Concierge service
• In-room refreshment centers
• Retail stores
• Pools, health clubs, tennis courts, saunas
Airport Hotels
• First airport hotels built in 1950s as air travel
became popular
• Airport hotels are built in major travel centers
• Wide variety of sizes and levels of service
• Target markets: Business travelers, airline
passengers with travel layovers/canceled flights
and airline personnel
• Many feature conference rooms
• Offer convenience, cost savings
Suite Hotels
• Fast-growing segment of the lodging industry
• Feature guestrooms with a living room or parlor
area and a separate bedroom
• Some guestrooms include a kitchenette
• Generally have fewer/more limited public areas
than other hotels
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• Target markets: people relocating to area, travelers who enjoy homelike
accommodations, vacationing families, business professionals.
Extended-Stay Hotels
• Similar to suite hotels
• Designed for travelers who stay five nights or
longer
• Usually do not provide food, beverage, or
uniformed/valet services
• Housekeeping services may not be provided on a
daily basis
• Homelike atmosphere
• Room rates often determined by the length of a
guest’s stay
Residential Hotels
• Provide long-term or permanent accommodations
in urban or suburban areas
• Located primarily in the United States
• Declining in popularity; replaced in part by suite
and condominium hotels
• Guest quarters generally include a sitting room,
bedroom, and kitchenette
• In some states, guests who contract to live in a
residential hotel are considered tenants
• May provide some or all of the services provided to guests in commercial hotels
• A restaurant/lounge may be located on the premises.
Resort Hotels
• Often chosen as the destination or vacation spot
• Usually located in an exotic location away from crowded residential areas
• Usually feature recreational activities/facilities and breathtaking scenery not
typical of other hotels
• Usually provide extensive food and beverage, valet and room services
• Typically feature a leisurely, relaxed atmosphere
• Strive to provide enjoyable guest experiences to encourage repeat business and
word-of-mouth referrals
• Often employ social directors
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Lifestyle Hotels
• Appeal to specific travelers who enjoy certain
architecture , art, culture, special interests and
amenities
• Most major lodging companies have entered this market segment
• Reflect the interests of their guest
• Usually have 100 to 250 guestrooms with limited or no meeting space
• Food service varies from world-class to mid-range
• Building exterior, interior decor and guestroom design are all important to the
success of there hotels.
Bed-and-Breakfast Hotels
• Sometimes calld “B&Bs”
• Range from converted small houses to small commercial buildings with 20-30
guestrooms
Owner usually lives on the premises and serves as the property manager
Breakfast ranges from a simple continental breakfast to a full-course meal
Most only offer lodging and limited food service
Room prices tend to be lower than in a full-service hotel.
Vacation Ownership Hotels
• Sometime referred to as timeshare or vacation-interval hotels
• People purchase ownership of accommodations for a specific period of time
(usually one to two weeks a year)
• If owners do not stay during their time period, they can have the hotel’s
management company rent their units for them, receiving the rental money
after paying fees to the management company for this service
• Owners can trade their ownership time with other owners in other locations
• Each unit has multiple owners.
Condominium Hotels
• Similar to vacation ownership hotels
• Units in condominium hotels have only one owner, instead of the multiple
owners typical in vacation ownership hotels
• Owners tells the management company when they want to occupy their units;
the company is free to rent the unit for the remainder of the year.
• A portion of the rent from the unit goes to the unit’s owner.
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Casino Hotels
• Feature gambling facility
• Guestrooms and food and beverage
operations are often luxurious but they are
secondary to the gambling operations.
• Cater to leisure and vacation travelers
• Attract guests by promoting gaming and
headliner entertainment
• Provide a road range of entertainment and
recreation opportunities
• May offer charter flights for guests who plan
to gamble
• Gambling activities may operate 24 hours a
day, 365 days a year
• Some are very large with several thousand
guestrooms
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Conference Centers
Specifically designed to handle group meetings
Provide all of the services and equipment necessary for a meeting’s success
• Often located outside metropolitan areas
• May provide extensive leisure activities
Convention Hotels
• This segment has grown significantly in recent years
• Often have thousands of guestrooms
• Can have 50, 000 square feet or more of exhibit hall space plus ballrooms
and meeting rooms
• Offer a variety of dining facilities
• Primarily directed toward business travelers with a common interest
• A full line of business services are generally available for guests
• Host state, regional, national and international meetings
• May book business up to ten years in advance
Basic Issues Pertaining to Service
• Intangibility of service
• Quality assurance
• Rating services
• Economy/Limited service
Categories of Guests Business Travelers
• Historically, the first and primary market for hotels
• More than 35 million people take business trips each year
• Business travelers average about five trips a year
• Business travelers account for a significant portion of lodging demand
• Hotels design specific products and services for business travelers-meeting
space, offices, secretarial/computer services, in-room safe, 24-hour room
service, internet access.
Pleasure/Leisure Travelers
• Specialized resort travel
• Family pleasure travel
• Travel by the elderly
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• Travel by singles or couples
• Price-sensitive
Group Travelers
• Pleasure travel
Institutional meetings/conventions
Corporate/government meetings/conventions
Trade associations
Management meetings, sales meetings, new product introductions, training
seminars, professional/technical meetings, stockholder meetings
International Travelers
• Different needs and expectations
• Language barriers
• Foreign-born employees can be helpful in serving these guests
The following are the ways of buying or getting the influences of travelers:
1. Satisfactory experiences with a hotel
2. Ads by a hotel or chain
3. Recommendations by family members and friends
4. Hotel’s location
5. Preconceptions of a hotel based on its name or affiliation
6. Travel management companies
7. Ease of making reservations
8. Hotel’s quality of service, cleanliness and appearance
9. Loyalty to a particular property or brand
10.Frequent travelers programs
11.Website design (for travelers booking online)
Lodging Industry Challenges
Types of Challenges:
Operating
• Labor shortages
• Cost containment
• Increased competition
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Marketing
• marketing segmentation and overlapping brands. Market segmentation is an
efforts to focus on a highly defined (smaller) group of travelers.
• Increased guest sophistication
Technological
• Third-party wholesalers
• Interactive reservation systems
• Guest innovations
• Data mining: using technology to analyze guest-related (and other) data to
make a better marketing decisions.
• Yield management: demand forecasting systems designed to maximize revenue
by holding rates high during the times of high guest room demand and by
decreasing room rates during times of lower guest room demand.
Economic
Dependence upon the nation’s economy
Hotel Occupancy Rate: the ratio of guest rooms sold to guest rooms available for
sale in a given time period. Always expressed as a percentage.
#Guest rooms Sold
#Guest rooms available
Globalization: the condition by which countries and communities within them
throughout the world are becoming increasingly interrelated.
Safety and terrorism
Challenges of Different Types of Hotels
Full-service hotel challenges:
Average daily rate (ADR): the average selling price of all guestrooms for a given time
period:
Total room revenue
Total number of rooms sold
Difficulties in developing a unified Internet marketing strategy
Limited-service hotel challenges:
• Increased consumer expectations
• Fewer profitable locations
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• Brand proliferation: over-saturation of the market with different brands
• Franchisor-franchisee conflicts.
Extended-stay hotel challenges:
• Too many hotels within segment
• RevPar: the average revenue generated by each guestroom during a given time
period.
• Occupancy % (x) ADR = RevPar
• Over-reliance on corporate travel
• Competing in a multi-competitor environment
Conventions hotels/conference center challenges:
• High construction costs
• Competition from nontraditional sources
• Use of meeting technology
• WiFi (wireless fidelity): an internet access technology that does not utilize a
building’s wiring system when providing users Internet access.
Resort/timeshare challenges:
• Lagging productivity gains
Increased expectations about social/economic responsibilities
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Transnational competition
Developing creative marketing/exchange program
What’s More
Direction: Answer the following questions briefly. Write your answer in your
notebook.
1. What are the different type of hotels?
2. Give at least 1 challenge of the hotel and how will you address the issue?
3. If you are going to built a hotel, which type will you choose and why?
What I Have Learned
Direction: Write an essay about your learning on this lesson using the guide
phrases below.
I have learned that
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
I have realized that
__________________________________________________________________________________
_________________________________________________________________________________
__________________________________________________________________________________
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I will apply
RUBRICS
Areas of
Assessment 10 points 7 points 4 points 1 point
Presents ideas in Presents ideas in
an original a consistent Ideas are too Ideas are vague
Ideas manner manner general or unclear
Organization Strong and Organized Some No organization;
organized beg/mid/end organization; lack
beg/mid/end attempt at a beg/mid/end
beg/mid/end
Understanding Writing shows Writing shows a Writing shows Writing shows
strong clear adequate little
understanding understanding understanding understanding
Mechanics Few (if any) Few errors Several errors Numerous
errors errors
TOTAL POINTS
/40 POINTS
Assessment
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Direction: Match the Column A to with the definition found in Column B. Write
only the letter of the best answer.
Column A Column B
___ 1. located in downtown or business districts
today. It offers car rental arrangements, airport
A. Condominium Hotel
pick-up serivces and has 24-hour food service.
___ 2. Room rates on this hotel often determined
B. Lifestyle Hotels
by the length of a guest's stay
___ 3. This hotel targeted the passengers with
layovers/cancelled flights and airline personnel
C. Bed-and-Breakfast
___4. Guestrooms of this hotel has living room or
Hotel
parlor area and a separate bedroom, kitchenette
___5. It provides long-term or permanent
accommodations in urban and suburban areas D. Casino Hotel
___6. Type of a hotel that feature recreational
activities/facilities and breath-taking scenery not
with other hotels. E. Resort Hotel
___7. This hotel features a gambling facility that
caters to leisure and vacation travellers. F. Residential Hotel
___8. Also called "B&Bs", hotels were converted
from small houses to small commercial buildings
with 20-30 guestsrooms. G. Extended-stay hotel
___9. Building exterior and interior reflect the
interest of their guest. It appeals to specific H. Suite hotel
travelers who enjoy certain architecture,
art, culture, special interest & amenities
___10. A portion of the rent from the unit goes to I. Airport hotels
the unit’s owner.
J. Commercial hotels
Additional Activities
Enumeration
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A. Ways of buying or getting the influences of travellers
1 6
2 7
3 8
4 9
5 10
B. Commercial Hotel Guest Amenities
1 6
2 7
3 8
4 9
5 10
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Answer Key
formal dining rooms; cocktail lounges Semi
- 10.
Safety Equipment hour food service -
24 9.
Guest folio up arrangements,
services - airport pick Car rental 8.
Cash receipt Fax machines 7.
Reservation Form Ergonomic desks and chairs 6.
Fax machine speed internet accessPersonal- computers, high 5.
PrinterCable television, DVD players/DVDs, video games 4.
zone clock Multi
-
Free local calls 3.
Security Monitor
room coffee makers -In 2.
Credit Card imprinter
Exchange ( PABX) Complimentary newspapers 1.
Automatic Branch Private
Account Posting Machine Commercial Hotel Guest Amenities B.
Computer
Safety Deposit Box Website design
ne) (for travelers booking onli 11.
Key rack Frequent travelers programs 10.
Filing Cabinet Loyalty to a particular property or brand 9.
Reception rack
Hotel’s quality of service, cleanliness and appearance 8.
What’s In Ease of making reservations 7.
Travel management companies 6.
affiliation
based on its name Preconceptions
or of a hotel 5.
Answers may vary Hotel’s location 4.
Recommendations by family members and friends 3.
Ads by a hotel or chain 2.
What’s new Satisfactory experiences with a hotel 1.
influences of travelers:
The following are the ways of buying or getting the A.
Additional Activities
References
https://www.slideshare.net/nicolehaywalters/chapter-1-the-lodging-industry
https://www.slideserve.com/marjorie/overview-of-the-lodging-industry
https://casinosslotsusa.com/the-rise-of-casino-hotels/
https://ph.hotels.com/ho971504416/1-bedroom-condo-at-sea-residences-
by-jcpasay-philippines/ https://www.booking.com/hotel/ph/coron-
westown-resort.html https://www.hoteliermagazine.com/extended-stay-
hotels-offer-guests-homeaway-home/
https://www.qantas.com/hotels/properties/85675-airport-hotel
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