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RESEARCH PROJECT:
USE OF INFORMATION TECHNOLOGY AND
COMMUNICATION SKILLS IN FRONT OFFICE
DEVELOPMENT
BY :- SIDDHARTH JOSHI
IHMCT&AN BANGALORE
BATCH – C
SEM – VI
ROLL NO. - 120080
08-Mar-15
2
INDEX
SR. NO
TOPIC/ PARTICULARS
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
ACKNOWLEDGEMENT
CERTIFICATE
INTRODUCTION TO INDUSTRY
INTRODUCTION TO ICT
INTRODUCTION TO IT
INTRODUCTION TO COMMUNICATION
SKILLS.
DATA ANALYSIS
QUESTIONNAIRE
SUMMARY
BIBLIOGRAPHY.
3
Use of Information Technology and
Communication Skills in Front Office
Development.
A Project Report
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
BACHELOR OF SCIENCE
(Hospitality & Hotel Administration)
SUBMITTED TO
NATIONAL COUNCIL FOR HOTEL MANAGEMENT &
CATERING TECHNOLOGY NOIDA
SUBMITTED BY
Siddharth Joshi NCHM Roll No. – 120080
SUPERVISED BY
INSTITUTE OF HOTEL MANAGEMENT, BANGALORE
4
INSTITUTE OF HOTEL MANAGEMENT, BANGALORE
Use of Information Technology and Communication Skills in
Front Office Development.
A PROJECT REPORT
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
BACHELOR OF SCIENCE
(Hospitality & Hotel Administration)
SUBMITTED TO
National Council for Hotel Management & Catering Technology
NOIDA
SUBMITTED BY
Siddharth Joshi NCHM Roll No. – 120080
SUPERVISED BY
March 2015
5
INSTITUTE OF HOTEL MANAGEMENT, BANGALORE
ACKNOWLEDGEMENT
I would like to place on record my deep sense of gratitude to Mrs.
Anjali Gopal of IHM Bangalore for her guidance, help and useful
suggestions.
I express my sincere gratitude to for his stimulating guidance,
continuous encouragement and supervision throughout the course of
present work.
I also wish to extend my thanks to and other colleagues for their
insightful comments and constructive suggestions to improve the
quality of this project work.
I am extremely thankful to for providing me infrastructural facilities
to work in, without which this work would not have been possible.
Signature:
6
CERTIFICATE
I hereby certify that the work which is being presented in the B.Sc
Research Project Report entitled “Use of Information Technology
and Communication Skills in Front Office Development”, in partial
fulfillment of the requirements for the award of the Bachelor of
Science in Hospitality & Hotel Administration and submitted to
Institute of Hotel Management, Bangalore is an authentic record of
my own work carried out during a period from to (6th semester)
under the supervision of
The matter presented in this Project Report has not been submitted
by me for the award of any other degree elsewhere.
Signature:
This is To Certify that the above candidate has been examined by us
during the viva-voice and project presentation.
Signature of Internal Examiner Signature of External Examiner
Date: Date:
Name & Designation Name & Designation
7
INRODUCTION TO INDUSTRY
Industry has witnessed tremendous boom in recent years. Hotel
Industry is inextricably linked to the Tourism Industry and the growth in the
Indian Tourism Industry has fuelled the growth of Indian hotel industry. The
thriving economy and increased business opportunities in India have acted as
a boon for Indian hotel industry. The arrival of low cost airlines and the
associated price war have given domestic tourists a host of options.
The incredible India destination campaign and the recently launched
‘Atithi Devo Bhavah’ campaign have also helped in the growth of domestic
and international tourism and consequently the hotel industry. It was
initiated in 2005 by the ministry of tourism. It was targeted at various
stakeholders such as taxi drivers, tourist guides and the general public. It
aimed to change their attitude and behavior towards foreign tourists
FRONT OFFICE
The front office is the part of a company that comes in contact with
clients, such as the marketing, sales, and service departments. In the hotel
industry, the front office (also known as front desk) welcomes guests to the
accommodation section: meeting and greeting them, taking and organizing
reservations, allocating check in and out of rooms, organizing porter service,
issuing keys and other security arrangements, passing on messages to
customers and settling the accounts. In professional sports, the term refers to
upper management of a club, such as the General Manager and other player
personnel decision-makers.
8
Function:
The function of front office is to directly get in touch with customers,
and is usually the first place that customers get to when they arrive to the
company. The front office can discover more information about the customer
by asking them questions, also helping the customers out.
The front office receives information about the customers then will
pass onto the other department of the company. The front office can also
contact with marketing and sales department when the customers have
questions on it. The company needs to give training to the front office
manager because this position will contact with customers the most. Staffs
working in the front office can also deal with simple tasks, such as sorting
out emails, helping out on printing and typing works.
Front office staff needs to use different skills on technologies too,
such as using the printers, fax machines and phone. This is the reason why
training is needed before the staffs started to work, although some might
only be simple tasks. The most common work for the front office worker
will be a mix of getting in touch with customers and also helping out
internally in the office. Other simple tasks, like taking customers’ jackets or
serving drinks to customers might also be one of the front office staff’s jobs.
Every company should have a front office, and which the reception in
a hotel is the front office. Here is the place where customers first arrive in
the hotel, which they can check in the front office. Employees working in the
front office will also help customers about problems and complaints. The
front office in the hotel industry, also called the reception area, which the
receptionist is the one who get in touch with the customers, most
importantly, confirm their reservation and answering their questions.
9
The receptionist in the front office will pick up phone calls from
customers too, welcome customers and also help customers checking out at
last. The employees who work in the lobby of the hotel are also part of the
front office as they get in touch with customers directly. They will show
customers the way and carry the luggage for them. There are different parts
in the front office of a hotel, which included reception, providing services
when customers asked, mailing information, concierge and employees who
manage with money.
Banking: The front office of investment banking, mainly deal with sales and
trading, which help to boost up profit as much as possible. As this is the
most important role in the front office, employees received the highest salary
compared to staff in the same position in other industry. Investment Banking
Sports: In some sports activity, the front office usually gets in touch with the
players and organizes activities for them. The front office staff is usually the
one has the highest position in the sports team, who can control the whole
team.
Challenges faced by front office:
Front Office Staff
The motivation of the front office staff might be low as they are doing
repeated work and usually their pay are the lowest compared to other staff in
other department. This is a very important issue as these staffs will get in
touch with customers the most and this might affect the profitability and
efficiency of the company. The staff’s might have high level of stress as they
might always meet bad-tempered customers. They might get a lot of
10
complaints as well so it is hard for front office staff to maintain their good
services.
Hotel
One of the biggest challenges that front office staff might face in the hotel
industry would be over booking. This might lead to low reputation to the
company as bad communication and organization skills are discovered. This
might also lead to unsatisfactory of customers.
Phone call might not be picked up by front office staff due to large
amount of work needs to be done, and customer might not be happy about
this. This will affect the reputation of the company again, as customers can’t
call the front desk as soon as they want to. Front office staff might also get
annoyed by customers, as they might not book a room beforehand, and the
front office staff can’t get angry at them
11
INTRODUCTION INFORMATION AND
COMMUNICATION TECHNOLOGY IN FRONT OFFICE
OPERATIONS
The full automation of the processes like front office operations in
hotels are the future of hotel industry, as it will eliminate the high cost of
operation, use of manpower and inefficiencies. The technology used for full
automation in front office can also be integrated with banking, insurance and
travel section so that through only one interface a customer can access all the
services, this will not only improve the quality of service required in tourism
industry, it will also lower the cost and enhance the satisfaction of the
customer. The use of such technologies is a boon to budget hotels as this will
help them maintain lower costs of operation along with high level of
services. With the increase in size of operation the larger hotels will also
require to adopt such initiatives of automation so that they can give reliable
and efficient services to their customers at minimal cost.
CHARACTERISTICS OF THE SOFTWARES USED FOR THE
RESEARCH PAPER
Two software used as property management system in hospitality
industries have been taken for the purpose of the study. They are as follows:
OPERA PROPERTY MANAGEMENT SYSTEM (FIDELIO)
IDS SOFTWARE EVOLVED INTO IDS NEXT
12
•OPERA PROPERTY MANAGEMENT SYSTEM
(FIDELIO):
The OPERA Enterprise Solution is a fully integrated suite of products that
can be easily combined for deployment at any size organization — from the
single-property hotel to global, multi-branded hotel chain environments.
Hotels and chains can choose just the products and features they need;
OPERA modules include property management, sales and catering, quality
management, gaming and comp accounting, and mixed use condo/hotel
room management. In addition, the OPERA Enterprise Solution offers
central management products including the OPERA Reservation System for
both guestroom and function space sales; the OPERA Customer Information
System, a customer relationship management package specifically designed
for the hospitality industry; and Sales Force Administration, which provides
centralized lead management and sales support for regional and national
Sales teams.
• Multi-property rate display:
The ORS central reservation system availability display can show
rates, room types, and packages for one property or for multiple properties.
Agents can easily re-query for alternate dates when the requested dates are
not available. 3 Color-coding throughout the sales screen lets the agent see at
a glance why a property, room, or rate might be unavailable.
• Efficient searching:
Use the ORS hotel reservation system to conveniently search for room
availability across properties and chains. By entering just a few criteria,
agents can narrow a property search. Searching can be controlled by one or
13
more criteria, including property name, city, region, property features,
property type (e.g., 3-star, 4-star) package elements, attractions, rate range,
and so on. The ORS central reservation system’s property information
displays are comprehensive, with details on transportation services,
restaurants, and amenities, etc. Area maps and images of the property can
also be provided. ORS automatically logs the original search criteria and
whether the call resulted in a booked reservation or a turn away.
• Reports and logs:
The ORS hotel reservations computer systems offer dozens of
standard reports that provide extensive data for analysis and management
and property performance. Activity logs maintain an audit trail of reservation
and profile related activity for each agent.
• Channel management:
Hotels and chains can also use the central reservation system to
review business volume by channel and open or close channels based on
channel, property, rate, or room type. Much of the channel management
setup information is pre-configured to make it easy to get started.
14
•IDS SOFTWARE EVOLVED INTO IDS NEXT:
Established in 1987, IDS Software’s Pvt. Ltd. is Asia’s largest
dedicated provider of integrated, full-service enterprise property
management software for the hospitality and leisure industry. Powered by 24
years of experience and enabled by a vibrant mix of domain experts from the
hospitality and technology spheres, IDS designs, develops, markets and
maintains a comprehensive range of information management systems for
various hospitality businesses including hotels, restaurants, clubs and resorts.
It help hospitality professionals focus on providing efficient service by
developing strategically sound, user-friendly software, packed with
thoughtful details to enable higher productivity and greater profitability.
IDS’s state-of-the-art products are marketed under the umbrella brand of
‘Fortune Suite of Solutions’ and have been adopted by over 3000 clients in
40 countries across the globe. The company’s headquarters in Bangalore,
India, houses its Global R&D Center and Support Centre, offering 24×7
support to its customers, while regional sales and support offices are spread
across the globe. Your PMS’s guest history allows you to gather guest
preferences and dislikes. It also helps you capture a picture of your guest,
along with address, company, ‘arriving from’ and ‘proceeding to’
information, and passport details to serve as future reference.
•Vehicle tracking: A vehicle management system can keep tabs on all
vehicles entering and exiting your hotel. Combine this with the Guest
History data, so that you can tag vehicles to in-house guests, and also add
driver and vehicle number details.
•Restricted entry: Ensure that all your employees are allowed access to only
their specific work areas. Biometric access control can be interfaced with
15
your PMS to limit employee movement. Only authorized supplier staff and
vehicles are allowed into the property.
The Use of Information and Communication Technologies (ICT) in Front
Office Operations of Chain Hotels in Countries:
The proliferation of Information and Communication Technologies (ICT)
Coupled with sophisticated network protocols has unveiled new avenues for
enterprises and organizations and the hospitality industries cannot be left out.
Technology-based systems stand in a pivotal position to offer better service
to the populace. Hospitality industries such as hotels can take advantage of
the pervasiveness of ICT vis-à-vis technology-based systems to advance
some of their operations. This Paper seeks to assess the use of Information
and Communication Technologies (ICT) in a front office operation of chain
hotels in Countries. The paper determines the extent of the use of
information Technology in a front office operation of chain hotels in
Countries. The paper continues to assess the effect of the use of information
technology in the front office operation of chain hotels in Countries, thus if
the use of ICT has any effect on chain hotels’ front office operations.
The paper further makes recommendations to chain hotel operators and the
Countries Tourist Authority (GTA) and policy makers on the use of
information and communications technology in front office operation in
chain hotels. Three chain hotels in Countries were assessed.
16
INTRODUCTION TO ICT
Information technology is everywhere in this day and age and adding
to communication technology, the possibility of how it can be used is
endless. Information and Communications Technology (ICT) involves the
use of computer hardware, software and telecommunication devices to store,
manipulate, convert, protect, send and receive data (Oliver and Olifer, 2006).
Computer and technological devices have made it easier for professionals to
collect, store, manipulate and share data and information both individually
and within organizations, small and large, public and private. ICT has
become an integral part of human daily activities that sometimes we barely
notice its effect, and has had a major impact on the way we live, work and
play.
The way hotel companies sell to consumers is changing dramatically
over the past few years. The use of networking in front office helps very
much in sharing information across the hotels in chain. The growth in the
use of networked computers is one of the most significant trends in modern
computing. Though interconnection of computers in itself is not new,
application of networking is seeing a dramatic increase such that it is now
one of the major issues in computer and information technology(Ritchie
2003).Computers are presently widely used in sectors such as banking,
education, health, commerce, agriculture, transport, communication.
Computers in business operations could be used for typing
documents, keeping and retrieving information, data analyses, sending and
receiving information over short and long distances. Computers are
becoming popular in businesses because work done by them could be very
fast, thus results in increasing productivity, accurate in performing repetitive
17
task, store information safely in relatively small space (Oliver and
Olifer2006). Despite the increasing popularity of computers, they are still
limited to those with the skill to use them. In hotels, Computers are used in
Accounting for guest, data management, forecasting guest demand for
reservations, management of guest services, revenue and reservation
management and yield management. These functions could be performed
with the aid of management software (Abbott and Lawry, 1999).
The delivery of businesses today is exposed to information and
communication technologies either directly or indirectly. Hotels being a
subset of the hospitality industry traditionally practice manual system of
operation in their front offices as from occupancy of the guest rooms,
recording of guest expenditure through to the eventual departure of the
guest. Today, these operations are done using the electronic system. The use
of information technology in a front office operation of the hospitality
industry is fast growing, thus making work easy. Computerization is
becoming very important for the efficient and effective operations of the
front office.
ICT in Front Office Operations Technology is used to push slower
moving businesses by providing better service, improved decision making
and increasing revenue. Hotel operators are now realizing that brand in itself
is not enough (Knowles, 1998). Networks are used to link together
computers, storage devices, printers, telephony and other electronic devices
(Odom, 2007).The hotel’s systems could be networked to share resources
either Local Area Network (LAN) or Wide Area Network (WAN). The LAN
helps to share information within a hotel, such as from restaurant to front
office and the WAN helps to (IJACSA) International Journal of Advanced
18
Computer Science and Applications, share information from one hotel
branch to another within the same chain across different geographical areas.
Computers can connect to these networks to use facilities from
another hotel or location. Through ICT, Centralized Reservation Systems
(CRS) could be used to exploit data and information resources. The link to a
centralized reservation systemic considered one of the most important
benefits of joining any hotel franchise (Knowles, 1998). Networking the
centralized reservation system enhances cost effectiveness, faster
communications, and effective exchange of information and efficient
management of ate(Lucey2005).With a sophisticated central reservation
system, a hotel chain provides individual hotels and managers in the chain
with a tool to increase reservations, maximize sales, implement yield
management, enhance market capabilities and improve quest services.
The systems are also linked to airline CRSs to form a Global
Reservation System in order to allow travel agents to make direct
reservations for their clients.CRS in no doubt faces unprecedented
operational and guest services challenges such as system downtime, but may
still be essential to survival (Knowles, 1998).With the numerous positive
impact of ICT in businesses, it is hard to imagine a contemporary business
functioning without adoption of ICT. ICT permeates every aspect of twenty
first century businesses.
In hotel front office, computers aroused to create bills and invoices, to
monitor bookings and reservations, to check-in and check-out guests, to
record guest expenditure and share information within and across the hotel
Using IT, guests could stay at the comfort of their homes and private places,
Communicate with the front office staff telephony or the Internet to make
19
and confirm reservations. Credit and debit card payments have become an
integral part of front office operation today with appropriate software and
hardware.
Guests can make payment for their booking online to facilitate their
reservation, which saves time and reduces queuing at the front offices.
Electronic Fund Transfer (EFT) helps quick updates of both hotel and guests
accounts after reservation. Tools such as Computer Managed Learning
(CML) and Computer Managed Instruction (CMI) are used as administrative
resources to organize guest data, occupancies and vacant rooms. The way
hotel companies sell to customers has changed dramatically over the past
few years.
In hotel front office operations, the Central Reservation Systems
(CRS) is used to share information such as available rooms, room rates etc
across hotels within a chain. Global Distribution System (GDS) is also used
to link directly the reservation system of hotels, airlines and so on, on a
worldwide basis; this can be accessed through seamless connectivity the
internet (Baker et al, 2000).
Technological development certainly would have a great impact on
the front office activities. Software packages cover virtually every front
office function from reservations, room allocation, and guest history, billing
and accounting to the production of Management information (Knowles,
1998). It is for this reason that using information and communication
technologies in front office operations in chain hotels in Countries is getting
a face-lift with both positive and negative impact. The positive impact may
include networking to share information and resources within and across the
hotels to enhance check-in of guests and, and easy billing of guests account
20
during check out. With all the good impact of ICT on chain hotel, there
should be a budgetary allocation to accommodate the procurement of
software, hardware and networking devices and installation, security
headaches, training of staff on the use of systems, routine maintenance,
redesign of cabling run, on-site systems administrator disposal of unwanted
hardware devices etc. and could bring negative consequence to the hotel
owners and managers.
The effect of IT hardware on the staff health cannot be over
emphasized Working with video display terminal (VDT) and the Keyboard
can be productive in rewarding and a lot of fun Unfortunately, prolong
postures, coupled with high level of concentration and occasional frustration
of things going less than perfect can lead to physical problems like carpal
tunnel syndrome (CTS), and computer vision syndrome. Continual clicking
and small precise motions involved in mouse use are a repetitive action that
could be a health hazard. Improper disposal of unwanted hardware device
may also be hazardous to the staff therefore extra money may be spent for
apt disposal (Olifer and Olifer, 2006).The growing importance of computers
in the daily lives has raised concerns about possible treat to computers and
data.
Data collected about clients should be protected from misuse and
therefore adequate security measures must be employed, thus data integrity
and confidentiality must be ensured .These chain hotels may spend huge
amount of money to take care of both hardware and software security
measures such as purchasing firewall sand third party backup software to
protect data held about their clients or hire backup operators to take charge
of data backup backups. Other negative consequence may be losing of huge
amount of money during system downtime, that is, when the systems are off-
21
line, clients cannot make reservations both on-line and on the telephone.
Chain hotels may also have to spend so much money in training personnel to
gain expertise on the use office (Olifer and Olifer2006).These could affect
their budget significantly.
The front office department is the most noticeable department in the
hotel. It is traditionally known as reception and it is the focal point of most
activities within a hospitality business, whether it Isa large or small hotel, a
cruise liner, a holiday centre, a time-share resort or a youth hostel. The front
office is the first and last place where a guest has direct contact with the
business, landsite most visible of all departments within the hospitality
industry. The front office is a term accepted as including back of house
responsibilities, such as switchboard, accounts, cashier and night audit, front
desk, concierge and guest services(Educe Limited,2010). The department
may have the front desk, reservations, telephony and the concierge, which
provides guests with services and facilities.
The main function of the front office department is to support and
smooth the progress of guest transaction and services through all the four
stages in the guest cycle; that is pre-arrival, arrival, occupancy and departure.
The front office (IJACSA) International Journal of Advanced Computer
Science and Applications, Vol. 3 No.3, 201274 Page www.ijacsa.thesai.org
department does all the guest transactions such as reservations, check-in and
registration, mail and information, uniformed service and baggage handling,
telephone calls and messages, guest accounts, check-out and bill settlement
(Baker et al, 2000).
Until the 1990's, nearly all hotels were operating under the manual
system. With the introduction of computers, hotels are shifting to automated
22
systems. Most five-star hotels operate under the fully automated system. The
fully automated systems are computer-based. This is the best system ever
used in the hotel industry and it is characterized by the excessive use of
departmental software package programs integrated and connected to a main
frame or terminal server situated at the front office department.
There are a wide range of point of sale (POS) applications that are
compatible with UNIX and Windows. The availability of processing power,
data storage, networking, and graphical user interface made it possible to
develop flexible and highly functional POS systems. Some of the key
requirements that need to be met by modern POS may include high and
consistent operating speed, reliability, and ease of use, remote supportability
and rich functionality.
Vendors and retailers are working to standardize development of
computerized POS systems and simplify interconnecting POS devices. There
is web based POS software that can be run on any computer with an Internet
connection and supported browser, without additional software. The POS
software is hosted on secure servers with real-time backups. The reservation
network system is when guests are referred by another hotel in the same
chain or marketing group through affiliate or non-affiliate reservation
network systems (Baker et al, 2000). An affiliate reservation system is
reservation system in which all hotels within the same chain participate.
Guests can make reservation for accommodation at any hotel within the
same group.
A non-affiliate reservation network is a subscription, which is
designed to connect independently operated hotels; guest can make
reservation at any hotel within the same network. When customers contact
23
the front office with specific details of their proposed reservation, the
Central Reservation Officer (CRO) checks room availability and makes
reservation directly into the system. (Baker et al 2000.) Making reservation
now is easier for guests with the help of computers and Internet because
guests do not have to be on site before booking for a room. Computers are
widely used in front office today because of its efficiency and effectiveness
in clerical, repetitive, data manipulation, number calculating, speed and
accuracy.
The involvement of IT does not work only in the front office but links
all the departments like housekeeping, food and beverage, conference and
health or leisure clubs together. The CRS connects hotels in a chain by
sharing information such as available rooms, room rates and so on. Using
CRS utilizes yield management to allow better and smoother control of room
inventory, provide hotels with a wealth of information that could increase
occupancy and revenue (Knowles, 1998).
Central Reservation Officers can know the availability of rooms at a
particular time of another hotel within the same chain (Baker ET all,
2000).Customers could check on marketing information, room availability
and room rates with the use of the internet. The reservation clerk constantly
updates information on the internet to reflect the current activities of the
hotels. Through IT, automatic check-in is available to guests at the front
office. Guests need credit cards to be issued with a computer-coded room
key (Abbott and Lawry, 1999). The credit cards are needed to activate these
machines to issue the computer-coded room key. The machine displays
menu showing the available rooms and their rate for guests to make their
reservations and booking
24
TECHNOLOGY USED BY HOTEL FRONT DESK AGENTS
Front desk technology helps reduce staff workload and increase your
productivity. Hotel front desk agents are the first line of customer support in
the hospitality industry. They greet customers, assign rooms, schedule
meeting halls, accept payment, dole out room keys and ensure the guest has
everything necessary for a comfortable stay. Over the years, hotel record
keeping has evolved from paper-based systems to complex computerized
technology -- and it is continuing forward to help hotels maximize profits
while delivering a seamless guest experience. Located in the Heart of
Downtown. Near Benedum Center & Heinz Hall.
CHECK-IN
Computerized front desk technology enables the agent to perform
check-in duties ranging from room availability and reservations, to
inventory, pricing and guest data capture. On checkout, the guest's billing is
integrated with phone accounting, in-room entertainment costs and point of
sale purchases. Front desk technology provides the agents with real-time
information to facilitate efficiency and minimize wait time.
IN-ROOM TECHNOLOGY
Today's traveler carries numerous electronic devices, and reliable,
wireless Internet connectivity ranks at the top of the list for customer needs.
Some luxury hotels provide iPads or Smartphone’s to the customers for use
during their stay. Guests can use the hotel’s Web application to access room
service options an e-dining Internet site, or use an interactive service that
finds nearby restaurants, transportation or shopping.
25
BENEFITS
Hotel front desk technology gives hotel owners the tools to most
effectively serve guests and increase revenue. Benefits include improved
customer service, efficient internal operations and control over financial
data. There are hundreds of systems tailored to fit the size of the
establishment. Smaller hotels, motels or bed and breakfasts may opt for basic
check-in and checkout technology. Larger chains may use this technology
for complete guest, room and rate management; reports; integrated online
reservation booking; and personnel and inventory management.
FUTURE
Technology is rapidly evolving, and for many establishments, the
future will be a faceless front desk. Automatic check-in technology is
already being implemented in several hotel chains. Features like Smartphone
room entry can eliminate the formality of arriving at the front desk. Guests
that use this technology reserve their room online. On the day of check-in,
they receive a text message with their room number linked to the guest's
preferred member card. They may go straight to their hotel room and enter
their room by placing their Smartphone near the door lock or by punching in
a code. Some hotels will implement facial recognition technology: the guest
checks in at the front desk, his image is captured, and then assigned to a
room number. The guest needs no key to enter his room.
26
INTRODUCTION TO IT:
The adoption of the information technology (IT) in the hospitality
industry started in early 1970s and has been rapidly developing ever since
(Collins and Cobanoglu, 2008; Kasavana and Cahill, 2007; Sammons, 2000).
Different systems implemented in the industry provided a basis for
competitive advantage, productivity improvement, enhanced financial
performance, and guest service expansion (Collins and Cobanoglu, 2008;
Kim, Lee, and Law, 2008; Kasavana and Cahill, 2007; Siguaw, Enz, and
Namasivayam, 2000). Given this, IT in tourism education might give the
necessary skills to potential managers in the industry. Graduates of
hospitality schools have to use computer applications in their working
environment, some of those applications are critical for marketing strategies
whereas, some of them are used for daily routines such as checking in a
customer to the hotel or entering the food that customers ordered to the point
of sale system (Collins & Cobanoglu, 2008). This structured inquiry study
highlights on the types of common information technology (IT)
competencies that are essential in the hospitality industry. The study tries to
answer questions such as: Should hospitality schools offer IT courses? What
skills are important for hospitality schools students to obtain during the
education as perceived byte industry professionals? What is the level of
hospitality school recent graduates IT performance as perceived by industry
professionals?
Information Technology in Hotels Researchers stress the importance
of technology for the hospitality industry and highlight that it has became an
indispensable part of hotels’ everyday operations (Collins & Cobanoglu,
2008; Ham, Kim, & Jeong, 2005; Kasavana & Cahill, 2003; Squires, 2008).
Interestingly, the bigger a hotel and the wider the number of services
27
provided (restaurants, sport facilities, spa centers, golf courses, etc.) the
higher reliance on technology (Piccoli & Torchio, 2006; Siguaw, Enz, &
Namasivayam, 2000). This happens because technology has entered all the
spheres of hotels’ life influencing both back of the house and front of the
house operations (Kasavana & Cahill, 2003). One application that addresses
different back and front office functions and has had a significant impact on
overall hotels’ operation is a property management system (PMS) (Collins &
Cobanoglu, 2008). Back of the house technologies include essential
processes and operations that cover hotels internal communication that do
not involve guests (Kasavana & Brooks, 1995).
Back office packages may include numerous applications and differ
depending on the operations performed (Kasavana & Cahill, 2003). Such
packages can consist of several modules such as accounts
payable/receivable, payroll, inventory and purchasing accounting, reports
module. In other words, these technologies help to manage all financial
activities of the property that occur between a hotel and its employees,
partners, vendors, different financial institutions and customers. Technology
adoption enables Human Resources managers to handle employees’ queries,
organize databases, communication, training, and develop reward programs
(Rutherford & O’Fallon, 2007). One of considerable problems of the
hospitality industry is employee turnover. Hinkin and Tracey (2006)
described the web-based tool that can help to estimate the overall cost of
employee turnover and develop “industry norms for turnover-related factors,
such as wages, training duration, recruiting practices, drug testing,
orientation programs and many other human-resources practices” (p. 9).
Technology has plays an important role in hotels’ revenue management
activities (Squires, 2008). Automation helps managers to get accurate reports
28
about pricing recommendations to reach higher profitability and to leave
more room for analytical work. All the decisions taken within revenue
management programs are usually implemented by means of reservation
systems. Proper handling of reservations is an essential and critical issue for
hotels’ successful operations (Kasavana & Cahill, 2003). In other words, a
reservation module is one of the crucial
AN EMPIRICAL STUDY ON USE OF ICT IN FRONT OFFICE
OPERATION AS A TOOL TO IMPROVE SERVICE QUALITY AND
INCREASED REVENUE GENERATION ABSTRACT
The use of information and communication technology (ICT) in front
office operation is widely used today, as it helps in better management of the
front office operations, from star hotels to budget hotels establishments are
using one or the other form of ICT, the main objective of the study is to find
out the degree of effectiveness of the various ICTs used in the front office
management in terms of enhancing the service quality and increment in the
revenue generation. The study is based on the primary data collection with
the help of observations and interviews, using unstructured questionnaires,
and data is analyzed using the SPSS software.
The study also involves analysis of secondary data collected from the
hotel under study. The research paper will be based on active
implementation of information and communication technology in front
office operation with effective use of property management system like
Fidelio and IDS. A comparative study at various hospitality areas carried out
to see the effectiveness of the tool to improve quality and increased revenue
generation. The research is limited to the front office area and does not
effectively cover the other core hospitality areas. It has been found that with
29
the use of suitable ICT in front office operation the establishment is able to
achieve following points
•Integration of different departments in to one network
•To connect remotely located point of revenue generation at one place
•There is a significant reduction in total time of operations like reservation,
registration and settling the accounts.
•Better revenue management
•The study also shown a significant effectiveness in better occupancy rate
and higher revenue generation through use of ICT.
•It also improved the data base management of the guest which can be used
for improvement of hotel products.
•Indian Hotel Industry is very sensitive towards use of ICT Hence special
care should be taken while implementing systems.
•Various operational functions like reservation, registration and settling of
accounts are now being done at a much reduced time and with less
manpower.
•Use of PMS is increasingly becoming popular keeping in mind the immense
benefits.
•Last but not least, data base management of the guest which is important for
all hotels is being managed by the installation of the software
30
USE OF COMMUNICATION SKILLS IN HOTEL:-
What do you think should be the most important quality of a hotel
manager? If someone were to ask me, I’d say it would be the capability to
communicate effectively with the staff, colleagues and guests. In this new
age of electronic communication, one should not forget that effective verbal
and non-verbal communication skills should be emphasized and well-
executed in the hospitality industry. Compelling communication skills are
important in a hotel regardless of some staff members not being guest-
facing. A few hotels spend considerable amount of money on training their
staff to interact with the guests. Good communication skills are a learned art
and not a natural skill so one should consider training to enhance staff skills.
Excellent communication skills enhance guest experience as it conveys that
you are listening to your guests, valuing their feedback and conveying clear
messages. Apart from communicating with the guests, your staff ought to
know how to write emails. Good communication skills will impress your
guests which will further prove beneficial to your hotel business. Not only
does the staff need to communicate successfully with the guests but also
with other department employees. Few of the staff members might be able to
speak in manageable English but those who don’t have English as their first
language suffer due to their inability and fail to understand simple
instructions and information. Department heads often face problems such as:
- Failing to communicate well with guests which may result in lack of
confidence among the staff members.
- Failing to process written documents such as emails, reports and other
collaterals.
- Failing to understand the hotel management software hotels use these days.
31
Being the department head, if you are often facing such challenges then there
is a problem and you need to look into it sooner. Here are some suggestions:
Conduct Staff Training
Arrange for a communication skills program that will be helpful for
your employees to communicate effectively with the guests in crucial
circumstances like dealing with complaints, coordinating between
departments, attending to guests at the front desk and helping in
documentation like menus, bills, reports and other hotel procedures. The
training should be conducted once a month so that they get a chance to
improve their communication skills. Also, encourage your hotel staff to
communicate with each other in English.
Listen to your Employees
Successful communication is a two-way process which requires the
management to periodically listen to their staff member’s views and ideas. If
the management head does all the talking, employees tend to become
lethargic. You need to listen to your employees as they are the ones dealing
with the guests on a direct, day-to-day basis. For all you know, they might
have ideas to better customer service or improvising of hotel functions if
they encounter problems. The best way to listen to your employees is to hold
feedback sessions on a weekly basis, take their inputs seriously and reward
them. Motivate your hotel staff to help you in taking the hotel business
forward.
32
Train your Staff on Attending to Guests
Your employees should know how to communicate well with your
guests. There may be instances where your hotel might receive a complaint
from guests in verbal or written form through reviews. The person in-charge
to solve these matters must be well-trained in order to handle the issue
wisely and subtly rather than ignoring it or dismissing it. Urgent matters can
be handled with ease if your staff has good communication and behavioral
skills.
The Mirror Technique
The best way to successful communication is to observe your guest’s
own communication style and to respond accordingly. For instance, when
you are dealing with a guest, you may notice that some guests make small
conversations and others may be interested in the issue to be dealt with
quickly and spontaneously. So observe your guests and act accordingly as it
is important to think how you address your guest or deal with complaints
(use humor for light-hearted guests).
Results of Great Communication Skills
- Improved customer service.
- Better understanding of the instructions from supervisors among the staff
members.
- Great understanding of the latest technology used by hotels.
- Boosted confidence to approach guests.
33
- Positive attitude towards the workplace and higher level of understanding
between the department heads.
As stated above, effective communication skills is a learned art and
not a natural skill so it doesn’t mean that the relevant skills cannot be
developed. Hotels should emphasize on providing communication skills
training courses which cover everything from basic communication
techniques to advanced empathy skills program.
Staffs are key to our guest experience. The relationship between guests and
staff is what makes the difference and you can’t have that without good
communication skills.
The client
Accor Hotels is an international hotel chain with 29 hotels across New
Zealand. Novotel & Ibis Auckland Eller lie, Mercure Auckland and Mercure
Windsor Auckland are four of its Auckland hotels with 200 employees. A
number of the hotels' staff have immigrated to New Zealand and speak
English as a second language. Accor prides itself in providing professional,
high quality and friendly service.
The challenge:-
The hospitality industry is highly competitive and the interaction
between staff and guests is critical to positive guest experiences. Staff needs
to communicate successfully not only with customers but also with other
departments. Accor aims to develop literacy within the workplace and assist
employees in improving their ability to communicate and understand the
expectations of their role and guests' needs. A number of the hotels' staff
34
speaks English as a second language which limits their ability to
communicate and understand instructions.
Department managers saw instances of employees:
Failing to fully complete induction documents
Having difficulty with written communication
Having difficulty with verbal communication with guests
Lacking in confidence to approach guests
Practical solutions
Work base developed a business skills communication programmed based
on what was most beneficial for Accor Hotels. Priorities included:
Communicating effectively with customers including dealing with
complaints
Communicating effectively with colleagues and supervisors
Accurate documentation (particularly emergency procedures, menus
and the hotel's induction book)
Twenty-nine staff attended an hour of training a week over a 14-month
period. The training was tailored to each employee and took place during
work hours, which supported attendance and demonstrated the company's
commitment to employee development.
Following the training hotel managers noticed a range of developments
among participants, including:
Improved customer service, including staff handling
customer complaints
Improved understanding of instructions from supervisors
35
Greater confidence to approach guests and initiate conversations
Better understanding of other departments
Improved email and report writing
More accurate completion of duty logs and order placement.
Improved moral and a more positive attitude towards their work in the
hotel
- Good Communications and Their Importance
- Obstacles to Good Communication
- Listening
- Directing People at Work
- Business Writing
- Meetings
We human beings communicate all day every day. We spend over 70
percent of our waking hours sending or receiving messages: speaking,
listening, writing, reading, pushing keys on computers, watching the
television screen. Since we communicate so much, we ought to be pretty
good at it. But we’re not. There are probably as many opportunities to be
misunderstood as there are people with whom we communicate. Different
people interpret what you say in different ways, and not necessarily in the
way that you meant, and you do the same with what they say to you.
Many of the problems we have on the job—and in our personal lives,
too—involve some type of communication failure. No one has yet found a
theory or method or set of communications principles guaranteed to be 100-
percent effective. Experts know a lot about why people fail in
communicating, and they can explain the ingredients for success, but there is
no formula that will work everywhere, every time, for everybody.
Nevertheless, understanding how communication takes place, why it fails,
36
and what can be done to improve it will increase enormously the chances for
success.
As a supervisor in a hospitality enterprise, you will be communicating
constantly. You will be both a sender and a receiver of messages, and both
roles will be very important. You must understand what comes down to you
from the top so that you can carry out your supervisor’s instructions and the
policies of the company. You must communicate clearly with other
supervisors to coordinate your work with theirs. You must communicate
effectively with customers. Most important of all, you must communicate
successfully with the people you supervise so you will have the power to get
things done. You cannot manage effectively if you cannot communicate
effectively. In this article we examine the communication process and its
central role in managing people at work. It will help you to:
List and describe various types of communication.
Diagram the communication process and analyze common breakdowns at
each step in the process.
Explain how effective communication skills are important to success as a
hospitality supervisor.
Describe personal characteristics that affect communication skills.
List examples of nonverbal communication.
Discuss common obstacles to good communication and recommend tactics
to avoid them.
Compare and contrast effective and ineffective listening practices.
Illustrate the use of effective communication skills in directing employees.
Outline common pitfalls of business writing and list guidelines for avoiding
them.
List guidelines for effective business meetings.
37
GOOD COMMUNICATIONS AND THEIR IMPORTANCE:
Communications is the general term that sums up the sending and
receiving of messages. The way employees communicate can make or break
a company. Think of the difference between courteous and surly employees
and the messages they convey to guests. We want to do business with people
who can communicate the company philosophy to guests and give
outstanding service. This all takes communication, which is the lifeblood of
companies. It is critical that the front-line associates know the company
mission and goals and how they are going to meet them. This information is
a formal communication and is given in meetings, personal correspondence-
mail, notice boards, and so on. Supervisors are vitally important as they are
the ones who explain the mission, goals, and company policy to their
associates.
TYPES OF COMMUNICATION
A communication may be a word-of-mouth message such as a verbal
instruction given on the job or an announcement at a meeting. Or it may be a
written communication:
A letter, a memo, a production sheet, a housekeeper’s report, or a
recipe. A message may go from one person to another, as when the sous chef
tells the soup cook what soups to prepare for lunch; when the housekeeper
tells a maid what rooms she is to make up; or when one person says to
another, "It’s nice to have you back, we missed you." This is known as
interpersonal communication.
38
Communication in the Hospitality and Tourism Industry
Communication is the most important and the most used of all skills
in the hospitality and tourism industry. Managers spend the largest portion of
their time in verbal or written communications with their employees or
outside parties. Other staff member communicates among themselves, as
well as their managers, frontline employees suppliers, and so on; to give and
receive the information they need to perform their jobs.
Communication has been recognized as the means by which both and
people and the organization survive. When human beings lack the ability to
cope with life, the source of the problem is often a lack of appropriate
information. Incomplete and unorganized information place a heavy strain
on the ability of people to make sense out of their existence. Their
performance of a job depends on having necessary information, having the
skills to do a job depends on the quality of communication during the skills
acquisition period.
Applying the definition of communication to this process, the role of
the transmitter is to impart information, ideas, or feeling to another person.
Encoding is the process by which information is organized into symbols,
such as word, picture or gestures that can be conveyed to receiver. The
transmitter subsequently uses a selected form of communication such as
writing, speaking, faxing, gesturing, painting or advertising to impart the
encoded message too receiver. The receiver is the person or group of person
to whom the message is being sent by the transmitter.
In the communication process, it is the responsibility of the receiver
receives and decodes the message. Decoding is the reverse of encoding. It is
the process by which the symbols that the transmitter has conveyed to the
39
receiver are interpreted and translated into meaningful information. It is only
after decoding that the receiver can respond to the perceived message. It is
important to note that there are certain times during the communication
process at which communication failures can readily occur. First, if the
transmitter is not careful during the encoding process, he may incorrectly
encode the information, ideas, or feelings he intends to transmit. This would
result in his transmitting an inaccurate message.
The thing which usually happens is such as the message received by
the last person in line differs markedly from the original phase. The primary
reason for this discrepancy is that the massage has gone through many
transmutations as it has been encoded and by each person in the line.
Communication failure can also occur if a message does not reach the
receive. It may reach no one or the actual receiver of the message may not be
the person for whom the message was intended. However with this form of
communication, there is no way to ensure this is the case. As stated earlier,
how best to reach the intended receiver is an important consideration in
selecting a form of communication for a particular message.
Another potential source of trouble in the communication process is
noise. Noise refers to any sort of distraction or interference that prevents the
accurate transmitter and reception and reception of message. Three distinct
types of noise have been identified such as external noise, physiological
noise and psychological noise. External noise is any distraction or
interference whose source is outside of the receiver. Physiological noise is
interference caused by a biological factor such as loss of sight or hearing.
Psychological noise refers to forces that either causes a transmitter to
improperly encode a message or receiver to incorrectly decode a message.
40
The frontline employees as the most important link between a
company and its customer are a crucial first step in developing and
implementing effective communication systems. The frontline employees
have to ensure that they are fully aware of company policies and priorities
insofar as they affect the job the employees are doing, they also have to
know where and how to obtain information if required. The employees also
have to react positively to the unexpected. They also have be confidence that
management will support their reasonable action. They should know that
reasonable suggestions will be acted upon. The staff also should be fully
trained to carry out their entire job responsibilities.
While communication with customers can be winning business
strategy in the service sector. Repeating business can only ensure his
customer keep coming back. Example of the communication process is
(Transmitter - Message – Receiver).
41
DATA ANALYSIS
Table 1
Table 1: It is Seen That About 60% of Hotel Does
Not Wants to Upgrade Any of Their Module whilst
rest 40% Crave for Upgrading of the Modules.
Mostly have recommended upgrading of reservation,
posting and Guest history management modules.
YES 40%
NO 60%
REQUIRE UPGRADATION OF SOFTWARE MODULES
42
Table 2
Table 2: It Is Observed that about 40% of hotel train
their staff every week to improve their working skills
whist rest 60% take period of 2 weeks – 1 month .
0
2/10
4/10
1 Week 2 Week
1 Month 1 Month<
No
of
Ho
tels
1 Week 2 Week 1 Month 1 Month<
Time Period in which Hotel train their staff to make
them skilled on software. 4/10 2/10 3/10 1/10
Time Period in which Hotel train their staff to make them skilled on software.
43
Table 3
Table 3: As Seen From research Result 70% of hotels
recommend a technology upgrading in their hotels.
0
2/10
4/10
6/10
8/10
1
Hotels Need For technology upgradation.
Yes, 7/10
No, 3/10 N
o O
f H
ote
ls
Ratio Of No to yes
Chart Title
44
Table 4
Table 4: on observing the Results it is seen that 50%
of hotel train their staff to upgrade and upkeep their
dept and themselves.
Time Interval In Which Hotels Train staff on Upgrading & Upkeep of dept.
0 1/10 2/10 3/10 4/10 5/10
1 Month
2 Months
6 Months
1 Year
Ho
tels
1 Month 2 Months 6 Months 1 Year
Time Interval In Which Hotels Train staff on Upgrading &
Upkeep of dept. 4/10 5/10 1/10 0
45
Table 5
Table 5: It is seen that general knowledge is part of
F.O Development henceforth hotels also pay a keen
attention to their staff’s general knowledge
development. Round about 60% hotels train their
staff and improvise their GK in every 1 month.
1 Month 2 Months 6 Months 1 year
Hotels 6/10 4/10 0 0
0
1/10
2/10
3/10
4/10
5/10
6/10
7/10
Ho
tels
Time Interval In Which Hotels Train Staff on their GK
46
Table 6
Table 6: It shows that approx 6 out of 10 hotels try
and gets connected to their guest on social
networking sites.
Yes 60%
No 40%
Hotels Connecting with your guest on social networking websites
47
Table 7
Table 7: All hotels agree that social networking sites
play a pivotal role in increasing attraction of guest
towards hotel. However from table 6 it is also derived
that 4 out of 10 hotels are not available on social
networking websites due to various reasons such as
tough time to maintain, unavailability of such option,
poor knowledge of such technological advances etc.
100%
Yes
Hotes Agreeing That Social Media plays a pivotal role in increase of guest attraction towards hotel
48
QUESTIONNAIRE
Hotel: Best Western Hotel
Name and Designation: Anshuman Roy (Asst.
Manager F.O)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: IDS Next’s FortuneNEXT
How often do you upgrade the software?
Answer: 1 – 2 yr
How efficient is the Software Working?
Answer: Perfectly Fine.
What are the advantages of the PMS you use?
Answer: efficient working, multitasking, speed in work.
Do you feel the requirement of upgrading any module?
o Yes______ No____
49
If yes which one?
Answer: Night Auditing
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 12
Which one is the most important and mainly used?
Answer: Registrations
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: By Training
What are the training procedures you give to your staff?
Answer: OTJ, Buddy & Classrooms.
50
How do you evaluate the communication skills of front office staff?
Answer: By Performance.
In which ways the training on communication skills would help in the
Front Office development?
Answer: High customer Satisfaction and Boost in Self Confidence.
What are the various techniques to keep your team motivated?
Answer: Promotion, Appraisals, Rewards.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: A well communication will give an impression on guest that
the hotel with such staff is definitely a sophisticated hotel.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Manual Cross checking.
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: Informing Every Staff About dates when hotel is full and
avoiding any further reservations
51
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: Staff training problems, underdeveloped skills of staff in
dept.
How do you network with guest for further feedback?
Answer: Feedback form, Ratings on websites like trip advisor etc.
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer: Pre Preparations for such things by cash payment during
such time mailing the bill to guest instead of printing.
What technology do you use for management of guest database?
Answer: Module in Software Also A&D of Guest Manually
52
How do you market your hotels special offers to guest?
Answer: Hotel Website, Distributing Channels.
How do you ensure rate parity on CRS and GDS?
Answer: Agreements
What is contribution to your hotel in terms of services through ICT?
Answer: Formation of a sophisticated Hotel and Meeting Hotels
Expected Standards
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
53
QUESTIONNAIRE
Hotel name: Lemon Tree Indore
Name and Designation: Mr. Satish Ware (EAM)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: Protel
How often do you upgrade the software?
Answer: 6mnths-1yr
How efficient is the Software Working?
Answer: Fine
What are the advantages of the PMS you use?
Answer: Self Night Audit Report Generation, Auto Guest History
Locator Etc.
Do you feel the requirement of upgrading any module?
o Yes______ No_____
54
If yes which one?
Answer:
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 12
Which one is the most important and mainly used?
Answer: Rooms
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: By Efficient Training
What are the training procedures you give to your staff?
Answer: Buddy training or According to training Schedule.
55
How do you evaluate the communication skills of front office staff?
Answer: By Their Way of Conversation.
In which ways the training on communication skills would help in the
Front Office development?
Answer: It would help In Making Customer More Efficient to Tell
about Their Problems in Hotel and Their Suggestion would be taken
Into Consideration.
What are the various techniques to keep your team motivated?
Answer: Mostly it is Performance Appraisal.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: In Our Dept. it plays A Pivotal Role since Your First
impression is your last impression A Good communication will lead
to happy And Satisfied Customers
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Cross checking and Manual Auditing
56
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: A Confirmation with CRS And a notice to our sales And
Marketing team along with the hotel staff about 100% occupancy
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: Communication Gap, a Misguided and wrongly prepared
Training Schedule
How do you network with guest for further feedback?
Answer: GSS form, Mail.
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
57
How does your staff handle the situation of shut downs?
Answer: Pre Printing of Reg. Cards, Bills etc.
What technology do you use for management of guest database?
Answer: Protel MPE
How do you market your hotels special offers to guest?
Answer: On Sites or Mails or our distributing agents
How do you ensure rate parity on CRS and GDS?
Answer: On Basis of certain Terms and Conditions
What is contribution to your hotel in terms of services through ICT?
Answer: Increase in revenue generation and Increase in hotels
customer satisfaction value
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
58
QUESTIONNAIRE
Hotel: Shreemaya Residency Indore
Name and Designation: Amol Bakore (Asst. F.O.M)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: Amadeus
How often do you upgrade the software?
Answer: 4 months – 2 yrs
How efficient is the Software Working?
Answer: Fine
What are the advantages of the PMS you use?
Answer: Better Guest History and Database management
Do you feel the requirement of upgrading any module?
o Yes______ No____
59
If yes which one?
Answer:
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 10
Which one is the most important and mainly used?
Answer: Rooms Division
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: Training and Practice
What are the training procedures you give to your staff?
Answer: Classroom training, on the job, buddy.
60
How do you evaluate the communication skills of front office staff?
Answer: Performance and upselling
In which ways the training on communication skills would help in the
Front Office development?
Answer: A strong bond formation with and between people in
organization resulting in 100% customer satisfaction.
What are the various techniques to keep your team motivated?
Answer: Month end parties, appraisal etc
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: a Single Statement 1st will be your last.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Manual Cross Checking
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: A Note to CRS and Other Concerned people regarding no
further reservations.
61
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: incapability to do work by staff.
How do you network with guest for further feedback?
Answer: Guest service satisfaction forms
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer: Pre Arrangements are made .
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
62
How do you market your hotels special offers to guest?
Answer: On Websites, Social networking.
How do you ensure rate parity on CRS and GDS?
Answer: On certain service agreements and contracts.
What is contribution to your hotel in terms of services through ICT?
Answer: A great Profit.
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
63
QUESTIONNAIRE
Hotel: Fortune Landmark Hotel Indore
Name and Designation: A.V. Mandlik (Trainee
Manager)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: Amadeus PMS
How often do you upgrade the software?
Answer: 1yr - 3yr
How efficient is the Software Working?
Answer: Totally Efficient
What are the advantages of the PMS you use?
Answer: Faster in all core aspects of guest experience management.
64
Do you feel the requirement of upgrading any module?
o Yes______ No____
If yes which one?
Answer: Postings
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 10
Which one is the most important and mainly used?
Answer: Front Office Module
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: Perfect training And Practice Skills.
65
What are the training procedures you give to your staff?
Answer: On the Job training, Classroom trainings.
How do you evaluate the communication skills of front office staff?
Answer: Assessments, Performance, Guest Recognization
In which ways the training on communication skills would help in the
Front Office development?
Answer: Smart Personality of Staff resulting In Guest happiness And
Attraction
What are the various techniques to keep your team motivated?
Answer: Promotion, Awards, Incentives etc.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: The First Impression Would Be His Last Impression the
more good it is the better hotels impression would be on him.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Self Evaluation Twice At least Before Confirmation
66
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: Confirmation With guest for confirmed Bookings, No Hold
Up reservation, blocking The Post Bookings.
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: Inadequate Staff training, Staffs Uninterested in
Development Schemes
How do you network with guest for further feedback?
Answers:
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
67
How does your staff handle the situation of shut downs?
Answer: Manual Editing Of Reg. Cards, Pre Bill Postings.
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
How do you market your hotels special offers to guest?
Answer: Mails, Sales team, Distribution channels.
How do you ensure rate parity on CRS and GDS?
Answer: On Contractual Agreements
What is contribution to your hotel in terms of services through ICT?
Answer: A major role is played by ICT in building hotels repo.
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
68
QUESTIONNAIRE
Hotel: Sayaji Indore
Name and Designation: Pramod Chaturvedi (T.M)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: Amadeus
How often do you upgrade the software?
Answer: 8 months – 1.5 yr
How efficient is the Software Working?
Answer: Perfectly Fine
What are the advantages of the PMS you use?
Answer: Multi Tasking
Do you feel the requirement of upgrading any module?
o Yes______ No____
69
If yes which one?
Answer: Postings
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 10
Which one is the most important and mainly used?
Answer: Rooms Division
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: Training and Practice
What are the training procedures you give to your staff?
Answer: OTJT, Buddy, Classroom.
70
How do you evaluate the communication skills of front office staff?
Answer: Based on Performance Test.
In which ways the training on communication skills would help in the
Front Office development?
Answer: Smartness in Work, Developed personality resulting In More
profit oriented Business
What are the various techniques to keep your team motivated?
Answer: entertainment functions, rewards etc
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: A very important role is played by communication skills
since it is the main skill required by F.O Dept.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Manual Cross Checking
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: Not taking any future reservations with this note to be
circulated in every dept. heads.
71
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: Miscommunication, uncompleted training, unadjusted staff.
How do you network with guest for further feedback?
Answer: Mails or Guest service satisfaction forms, comments on
rating websites.
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer: We Mail the bills to guest , A manual Reg. Card entry is
done .
72
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
How do you market your hotels special offers to guest?
Answer: Websites, Sales team, Social Networks.
How do you ensure rate parity on CRS and GDS?
Answer: On trust and mutual agreement basis , and plus we have our
own CRS So it’s of not an issue.
What is contribution to your hotel in terms of services through ICT?
Answer: It has helped in proper profits in terms of both business and
ratings.
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
73
QUESTIONNAIRE
Hotel: Sarovar Portico
Name and Designation: Viplav Dixit (Shift Manager
F.O)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: IDS Next’s FortuneNEXT
How often do you upgrade the software?
Answer: 1 -2 years
How efficient is the Software Working?
Answer: Fantastically good
What are the advantages of the PMS you use?
Answer: Efficient Working, Better Reports with less mistakes.
Do you feel the requirement of upgrading any module?
o Yes______ No____
74
If yes which one?
Answer:
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 12
Which one is the most important and mainly used?
Answer: Registrations
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: A full time Training and high Practice
What are the training procedures you give to your staff?
Answer: OTJ, Classroom.
75
How do you evaluate the communication skills of front office staff?
Answer:
In which ways the training on communication skills would help in the
Front Office development?
Answer: Great Interaction Skills, great 1st impression of hotel on guest
What are the various techniques to keep your team motivated?
Answer: Family Benefits like vacations to staff in a year with their
family.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: Poor Communication Skills would be leading to a less
impressed customer hence a first impression should be always best.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Self or Personal evaluation
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: Not issuing any room booking rights to CRS and sending a
100% occ. report to the same.
76
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: Undeveloped communication skills, unwillingness to learn.
How do you network with guest for further feedback?
Answer: Guest service satisfaction forms
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer:
77
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
How do you market your hotels special offers to guest?
Answer: Websites, Mails, Sales team
How do you ensure rate parity on CRS and GDS?
Answer:
What is contribution to your hotel in terms of services through ICT?
Answer:
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
78
QUESTIONNAIRE
Hotel: Radisson Blu
Name and Designation: Neena Parihar (GSE F.O)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: IDS Next’s FortuneNEXT
How often do you upgrade the software?
Answer: 1 – 2 yrs
How efficient is the Software Working?
Answer: Totally Fine
What are the advantages of the PMS you use?
Answer: Multitasking and Fast Paced.
Do you feel the requirement of upgrading any module?
o Yes______ No____
79
If yes which one?
Answer: Guest history management
How often do you train your staff to make them skilled on software?
o 1 Week ________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 12
Which one is the most important and mainly used?
Answer: Rooms division
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: Training
What are the training procedures you give to your staff?
Answer: OTJ(On Job Training).
80
How do you evaluate the communication skills of front office staff?
Answer:
In which ways the training on communication skills would help in the
Front Office development?
Answer: A well communication will lead to strong bonding with guest
leading to higher chances of upselling i.e. high business.
What are the various techniques to keep your team motivated?
Answer: Awards and Recognization every month.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: A Smart Communicating guy would be swiping the field
away henceforth a well developed communication skill is required by
F.O Staff to swipe away the customer.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Manual Evaluation of reports
81
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: Pre Information to be sent to all people associated with room
booking and reservation dept. with an order to avoid any more
booking on the day of peak seasons
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: unwanted chaos, miscommunication.
How do you network with guest for further feedback?
Answer: Mails
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer:
82
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
How do you market your hotels special offers to guest?
Answer: Social network and Sales dept.
How do you ensure rate parity on CRS and GDS?
Answer:
What is contribution to your hotel in terms of services through ICT?
Answer:
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
83
QUESTIONNAIRE
Hotel: Rishivan Hotel, Lonavala
Name and Designation: Surendra Jha (F.O.M)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: IDS Next’s FortuneNEXT
How often do you upgrade the software?
Answer: 1 - 2 years
How efficient is the Software Working?
Answer: Good
What are the advantages of the PMS you use?
Answer: Lower Chances Of Shut Downs And lags .
Do you feel the requirement of upgrading any module?
o Yes______ No____
84
If yes which one?
Answer:
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 12
Which one is the most important and mainly used?
Answer: Reservations
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: Training
What are the training procedures you give to your staff?
Answer: Buddy.
85
How do you evaluate the communication skills of front office staff?
Answer:
In which ways the training on communication skills would help in the
Front Office development?
Answer: Trained in communication Skills will lead to more efficient
guest service.
What are the various techniques to keep your team motivated?
Answer: Functions Such As Food Feast, Celebration of every festival
in Hotel.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: Yes After hotels decorum it’s the F.O. staff that creates
impression on guest.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Self Cross Checking.
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: Pre info to all dept. about peak season time.
86
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: Staff problem (personal), staff not taking work seriously.
How do you network with guest for further feedback?
Answer: Mails or Guest reviews on websites.
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer:
87
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
How do you market your hotels special offers to guest?
Answer: Mails, Calls, Reservation dept, SMS.
How do you ensure rate parity on CRS and GDS?
Answer:
What is contribution to your hotel in terms of services through ICT?
Answer:
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
88
QUESTIONNAIRE
Hotel: The Lagoona Resort
Name and Designation: Mr. C.K. Sabnis (Trainee
Manager)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: IDS Next’s FortuneNEXT
How often do you upgrade the software?
Answer: In approx 2 years
How efficient is the Software Working?
Answer: Fine
What are the advantages of the PMS you use?
Answer: Smart Working, Less Complicated.
Do you feel the requirement of upgrading any module?
o Yes______ No____
89
If yes which one?
Answer:
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 12
Which one is the most important and mainly used?
Answer: Registrations
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: Strict Training and perfect Practice
What are the training procedures you give to your staff?
Answer: OTJT
90
How do you evaluate the communication skills of front office staff?
Answer:
In which ways the training on communication skills would help in the
Front Office development?
Answer: Smart and great Guest and client service.
What are the various techniques to keep your team motivated?
Answer: Praises and awards, incentives etc.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: 1st impression is last impression that is all I would say
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Manual Cross Checking and personal checking of each and
every details
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: We avoid taking any more reservations on that day.
91
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: staffs unwillingness to do work and untrained new staff.
How do you network with guest for further feedback?
Answer: Guest service satisfaction forms and their ratings for hotels
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer:
92
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
How do you market your hotels special offers to guest?
Answer: Sales Dept, Social Media.
How do you ensure rate parity on CRS and GDS?
Answer:
What is contribution to your hotel in terms of services through ICT?
Answer:
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
93
QUESTIONNAIRE
Hotel: Fariyas Hotels and Resorts Lonavala
Name and Designation: Ms. Naina Sharma (Asst.
H.R.M)
What Is the Software used In Your Hotel for the Front Office
Operation?
Answer: IDS Next’s FortuneNEXT
How often do you upgrade the software?
Answer: On avg. of 1 – 3 yrs
How efficient is the Software Working?
Answer: Fully Efficient
What are the advantages of the PMS you use?
Answer: Easy Access and Ease to use
Do you feel the requirement of upgrading any module?
o Yes______ No____
94
If yes which one?
Answer:
How often do you train your staff to make them skilled on software?
o 1 Week __________ 2 Week _________
o 1Month _________ 1Month<________
How many modules are available in software?
Answer: 12
Which one is the most important and mainly used?
Answer: Rooms division.
Do you recommend any technology upgrading in your hotel?
o Yes _________ No__________
How do you improvise on communication skills in your dept?
Answer: Training
What are the training procedures you give to your staff?
Answer: Classroom, Scheduled Training.
95
How do you evaluate the communication skills of front office staff?
Answer:
In which ways the training on communication skills would help in the
Front Office development?
Answer: Proper connection with co workers, clients resulting is best
delivery of work from the staff.
What are the various techniques to keep your team motivated?
Answer: Family Benefits, Appraisals, Entertainment Functions.
What is your opinion on the first impression a guest gets after
communication with the F.O Staff?
Answer: A great Impression will help in building more business.
What are the measures you take to avoid mistakes in reports generated
from system?
Answer: Manual Cross Checking
What are the steps you take to avoid unwanted reservations during
peak seasons?
Answer: Blocking further reservations, informing to concerned
reservation authorities
96
How often do you train your staff on upgrading & upkeep of dept?
1 Month _________ 2 Months_________
6 Months __________ 1 Year __________
How frequently do you train your staff on their general knowledge?
1 Month _________ 2 Months_______
6 Months __________ 1 Year __________
What are the barriers that avoid development of F.O dept?
Answer: too much workload leading to laziness and discomfort in
work.
How do you network with guest for further feedback?
Answer: Mails or Guest service satisfaction forms
Do you try connecting with your guest on social networking websites?
Yes ___________ No __________
How does your staff handle the situation of shut downs?
Answer:
What technology do you use for management of guest database?
Answer: It’s included in guest history data module
97
How do you market your hotels special offers to guest?
Answer: Reservation Channels, Distribution Channels.
How do you ensure rate parity on CRS and GDS?
Answer:
What is contribution to your hotel in terms of services through ICT?
Answer:
Do you think Social Media plays a pivotal role in increase of guest
attraction towards hotel?
Yes ____________ No_____________
98
Summary:-
According To Research, Surveys and Data Analysis it is
found that Information Technology and Communication
Skills play an important role in hotel industry. The hotel
simultaneously provides training to its entire staff for their
development in both IT And Communication Skills. The
Hotels are craving For Technology upgrading in their dept.
Basically IT&CS play a pivotal role in development of Front
Office, or on a hotel as a whole. The Results show that all
the hotel have to say just one line about communication
skills in front office that is ‘First Impression Is the last
Impression ‘. And let this be said that since guest has his
first to communication with the staff of front office Dept.
henceforth a well developed communication skills in a front
desk staff.
And speaking about the information technology, in this fast
paced world the hotel now needs to be in touch with the
guests. The more the developed technology the more it will
be efficient for the hotels to connect with guest and vice
versa. Also the better developed software and systems
would be used by hotels the more efficient it would be for
the front office dept. to carry out operations and provide that
efficient and fast service to guests.
99
BIBLIOGRAPHY
Front office - Wikipedia, the free encyclopedia
Paper13-
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use of information technology and communication skills in front
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Progress and Development of Information and Communication
Technologies in Hospitality | Rosanna Leung - Academia.edu
The Information Technology (IT) Skills of Hospitality School
Graduates as Perceived by Hospitality Professionals -
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front office research project on ict - Google Search
Best Hotel Property Management Software - TheTopTens.com
Best Hotel Management System in 2015 for India
Research - Faculty of ICT, Mahidol University
IT and Internet's Impact on Tourism and Hospitality
Industry: Implementations of technologies for Hilton Hotels Group.
Front Office – Training Manual Edition 3rd – SUDHIR ANDREWS
Front Office Development – JAYSHANKAR TIWARI