Service: The Main Essence Of Hospitality
Service is the main essence of Hospitality .Guest service means being attentive to the guest request and needs. Good quality service is the main essence to run a good hotel and it can achieve by creating such a environment for the guest that should give feeling of “Home away from home”. Guest should feel comfortable and relaxed while staying in the hotel. Every guest should be handled as special customer which help in making good relation with the guest. It does not matter how good is the ambience, how tasty the food is, it’s always the service and attentiveness which guest experiences which determines their return in the hotel. Hospitality is known for its generously providing kindness and care, who is in need. Knowing what exactly the customer expects is the first and most important step in delivering good quality service.You cannot give quality service without knowing customer expectations.
Hotels or inns are believed to have started around 12000 years ago.Traveling concept started in Greece and ancient Rome in 800BC-146BC.Early warriors and traders were the travelers.In thosedays accommodation means offering a cot or a bench in corner of a room or astable, most of them were private residences that used to give temporary residence or give loading to strangers.In the Dark Ages travelers had little choice except to stay in monasteries that offered food and shelter.The idea of aˆ‹aˆ‹hosting travelers was taken even further when trade and commerce began to boom, prompting taverns and inns to arise, especially in ports cities. That time sanitation and privacy was not in exist.When money came in establishment in 6th century BC, hospitality was one of the first enterprises where money was exchanges for receiving service.Inthose days Hotels or inns not used to operate for 24 hours, after a certain hour the main door of residence would close andafter that one cannot enter although you are a customer. These Residences or inns were generally situated near intersection of two major roads or near railway station or at the entry of a city. Since then Hospitality industry has grown into a highly competitive industry (WelingkarI., 2011).
Hospitality now just not about getting from point A to point B,its about how you go to your destination forwarded by how much you enjoyed your stay. Tourism plays an important role in the growth of throughout the hospitality industry because people will never stop traveling and while traveling they always require a place to stay. Intelligent commercial planners have realized the industries’ potential and are taking advantage of the same by providing all the wants and needs of potential guests.
Hotel operators are radically changing the service manner in which they provide food,drinks,and accommodation within the organization,the main reason for doing so is that hospitality industry is movingvery promptly. Customers are varying, technology and markets are changing rapidly.Managers are reexamining their existing service offering and deciding which innovation will create more value.Managers are researching on innovation, which are economically sustainable to the organization but also delivering additional value to their customers. Each year Market Metrix evaluates industry best practices and publishes “Hospitality Trends and Opportunities.” One important trend is to focus on is “Personalization” and it is impacting customer engagement and loyalty for hospitality companies.(Merchant, 2011)
Hotel industry has changed a lot compared to recent years and is changing continuously. Numbers of changes are coming in way to give service to guest. New applications are coming in the market that is helping in providing better customer service.They make a big difference in terms of winning new businesses and new customers.Technologies continue evolving to make it as easy to use as possible for the hotels’ staff.In the past, the systems that hotel staff uses have been traditionally designed and required a great deal of training in order to be used successfully.Hotel technology will continue to evolve and improve so that training is minimized and the type of training that the hotels can concentrate on will be on hospitality-oriented, customer facing services.The main emphasis is on how to treat the guests, not how to deal with computer systems.
Service innovation not only involves new ideas or new technology but modifying and renovating existing ideas by new and unique thinking.The main objective of innovation is to improve operations, guest service and revenues. However, Hotel industry is one of the oldest industries so it is not easy to innovate in industry with traditional methods. Service science gives us a good chance to innovate services in a new day. As a growing industry, hotel industry includes all types of accommodation’s from 5 star luxurious properties to youth hostels, which offers a variety of services including but not limited to food, beverage, laundry and valet services.
Servqual and TQM-Total quality management are the two widely used concepts within service industries to understand the perceptions of target customers regarding their service needs. And to provide ameasurement of the service quality of the organization.Servqual is an empirically derived method that may be used by a services organization toimprove service quality.The method involves the development of an understanding of the perceived service needs of target customers.These measured perceptions of service quality for the organization in question, are then compared against an organization that is “excellent”.The resulting gap analysis is used as a driver for service quality improvement(lalvanzonline,2011).TQM processes are mainly divided into four general categories: plan, do, check, and act also called as PDCA cycle. In the planning ,people define the problem to be addressed, collect relevant data, and ascertain the problem’s root cause; in the doing phase, people develop and implement a solution, and decide upon a measurement to gauge its effectiveness; in the checking phase, people confirm the results through before-and-after data comparison; in the acting phase, people document their results, inform others about process changes, and make recommendations for the problem to be addressed in the next PDCA cycle (Margaret Rouse,2005)
The boutique hotel is an excellent example of innovation offering in hospitality industry. A boutique hotel is one that is generally not chain-affiliated, features an intimate, stylish appearance and provides impeccable amenities(Cathy Rogers,2011). The target market for most boutique hotels is the 25-55 age range, most within the middle to upper income level.These hotels are generally situated in a stylish location .The goal for a boutique hotel is a level of personalized service not necessarily doable in a larger hotel. At many boutique hotels, the staff knows each guest by their name. Most offer 24-hour guest services. Some offer the comforts of canopy beds, bathrobes and fireplaces in the lobby. Others offer healthy food choices, mind and body themes and on-site bookstores.As a boutique hotel varies in other features, so does its technological amenities. While some offer the latest in technology, others focus on a calm, soothing environment. To some patrons, the bed and breakfast concept may be similar to that of the boutique hotel. Many boutique hotels have on-site, reputable dining, as well as bar and lounge areas that are also open to the public. As the trend continues to grow, many hotels market themselves as boutique; most being small, luxury type hotels worldwide.
Eva Floor is also a new concept which has started in India, by The ITC group, called Eva Floor which means a floor only for ladies travelers. Seven hotels have currently been outfitted with the ‘Eva Floors’.The main concept to come up with such idea is to provide maximum safety and security to ladies travellers. Amenities on the Eva floors include extra security in the form of double latches, special floor access cards, all-women staff and a separate check-in counter. Women like pretty colors, hate harsh lighting, are prone to lay around a lot, and spend most of the time in the bathrooms, the rooms are decorated in soft pastels, have special lighting, separate ‘day beds’ for an afternoon nap, larger counters for cosmetics, high-end toiletries, silk robes and bathroom slippers, more powerful hair dryers, and ironing boards (Juliana, 2005).
A good and important invention in Hotel services is the use of Information Technology. IT innovation are beneficial and have future benefits for Hotels.IT is playing a very important role in hospitality industry.Technology powers and contributes to the growth to practically every industry in the present age. Hotel industry too isn’t insulated from its effects. Many new technologies have invented to run the system smooth and flexible. IT has minimized the human efforts in many levels. Some of the good examples of IT innovations includes Express check In/Check Out, , internet check in/check outs, wake up system , electronic door locks ,in-room pay-per-view, electronic safe guards, express check-in/out systems, CD/Dvd Players, voice mails, multiple phone lines,electronic mini bars. Technology powers and contributes to the growth to practically every industry in the present age. Hotel industry too isn’t insulated from its effects. Many new technologies have invented to run the system smooth and flexible.
Now, with the invention of the internet and other electronic channels, new media offers an avenue for hospitality companies to gain an advantage. At one time travel agents were almost controlled the hospitality industry. They were largely responsible for creating guests’ travel plans and offering specified rates. While large chains and big time destinations can afford traditional marketing channels, smaller, independent entities can gain an advantage through new hospitality concepts. Companies such as Expedia, Tripadvisor, and TravelCLICK help level the playing field and empower the host as well as the traveler more than ever before in the history of the hospitality industry. Globallypeople are working overtime to take advantage internet, in order to catalyze their sales and to improve customer relations.Internet is playing a key role in development of hotel industry today. Social networking sites like Facebook, Twitter etc. are interestingly playing a dominant role in strategies of hotels all over. User generated feedbacks and reviews on such websites play a huge role in popularizing the services of hotels by word of mouth. Further, it also becomes easier to stay in touch with and maintain relationships with ex-clients by making use of online tools.
The number of travelers booking and researching online is growing impressively. According to one research, more than 114 million people will research travel online this year, while 94 million will actually book reservations. While more than 50 percent of travel bookings are made on the Internet, the online travel market has matured and expects modest growth and stabilization.
More and more travelers are using their mobile devices to not only research lodging and travel options, but to book and communicate room preferences directly with the hotel. Mobile channel booking has increased four times between 2008 and 2010 according to Forrester Research. Google is projecting that mobile will overtake PCs as the most common Web-access device by 2013. With travelers adopting smartphones and tablets at such a rapid pace, it’s crucial for hoteliers to optimize their website for mobile usage to capture potential mobile transactions(RobertRauch,2011).
About a decade ago, hotel industry was much more concern on people who are now mostly in their 50s and 60s but now hotel industry has started to anticipate a group of travelers who are in their 20s to mid-30s and are very important for economic growth. They are more attracted towards technology, social media and design. Many hotels are renovating their existing hotels or introducing new ones with free hotel wide Wi-Fi connections, large & welcoming lobbies with modern age ambience, comfortable fittings, state-of-the-art fitness areas; in-room power consoles to plug in iPads, laptops and other devices; and stylish bar. Some are also coming up with night social events, like happy hours and free wine tastings, aimed at attracting smartphone generation to their hotels . The changes involves higher-quality beds, brighter lighting and bigger work spaces. And those travelers were loyal to brands that offered reliable, comfortable services. Wi-Fi service is not only demanded but expected. High-speed Internet is as essential as beds and towels (Janet Morrissey, 2012).Younger travelers tend to visit three or four different restaurants and bars a night, so hotels are opening up multiple bars and lounges with different themes at different times of the day to attract new crowd . Many many new concepts are which offers free daily events, including tea tastings, yoga sessions and wine tastings etc.(Stowe Boyd, 2011).
The Arrabelle at Vail Square is implementing IntelityICE (Interactive Customer Experience) mobile technology for guests to use on Android, Apple smartphones and tablets. The Arrabelle’s traditional amenities, from in-room fireplaces to snuggly robes, will be complemented by the arrival of the most innovative, modern in-room technology available.After simply downloading the ICE app, all of the hotel’s services can be accessed directly from the palm of a guest’s hand. At the touch of a finger, guests can make a housekeeping request or look up information about the hotel and local attractions. They can also conveniently view signature dishes, like Executive Chef Douglas Dodd’s lobster mac and cheese, available at Vail’s hot new food and drink spot, Tavern on the Square (Hospitality Technology, 2011).
Breadcrumb, an easy-to-use, powerful and affordable iPad point-of-sale (POS) system helps hotels to run their restaurants, bars and cafes more effectively. Breadcrumb combines intuitive and sophisticated software with outstanding support. Breadcrumb removes the complexities, frustrations and high costs common to legacy POS solutions. Breadcrumb streamlines all activity at local restaurants, cafes and bars, from taking and placing orders, to table management, payment processing and analyzing sales so merchants can learn about and improve their businesses.Servers can search for menu items or rearrange tables with a finger swipe, software updates are free and automatic, and we even ship new customers an all-in-one Breadbox that contains all hardware required to get started.Everything a restaurant or bar needs to operate more efficiently and deliver impeccable customer service. Breadcrumb has a full range of features that allows hospitality businesses to manage labor, take orders, process payments and analyze performance. Users can merge or split checks, add or adjust menu items, set employee access levels, view real-time sales and labor reports and more.
The Plaza, the landmark New York City hotel located on Central Park South,have taken hotel lodging to a whole new, high tech level began by offering iPads in each of its guest’s rooms.The first hotel in the world to provide not only a tablet for each guest room, but a tablet with Intelity’s ICE (Interactive Customer Experience) software to offer guests services and room controls.These iPads gives the abilities to guests to control hotel services and customizable content.These iPads are incorporated with the functions like to check flights, order room service, make dinner reservations, coordinate transportation, reach the concierge, request wake-up calls, explore destination guides and call a housekeeper (Katie Kindelan, 2011).Intelity has released the highlights of a two-year study of guestroom iPad usage. The first such study conducted using data from actual hotel guest usage.The study showed that 82% of guests used the tablet during their stays on a year-round basis. April had the highest average guest usage at 91% (Hotel Technology, 2012).
The industry’s concern towards security has increased impressively due to severalterrorist attacks worldwide in recent years, and also because of the tourists’ kidnappings, robberies and assaults.Security of all types of hospitality and tourismoperations is critical and plans should bemade for each kind of threat.Personal safety of guests is the first priority (Walker, 2010). Increased security measures have forced hotel industry to upgraded their security measures by investingmillions of dollars in order to give the topmost security to the guests (Hall etal, 2003).
