1. Chapter 1: Welcome to the Hospitality Industry

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

3. Welcome future leaders!
Hospitality industry is an exciting place to be:
It’s fascinating
It’s fun
It offers competitive pay
It offers advancement opportunities

4. Hospitality Spirit Works to create memories
Everyday guests rely on us for service
Passion is in the service element
People with a service spirit are happy to do something extra to make the guest’s experience memorable
The WOW factor!

5. Service, Service, Service!
Service is defined as “the act or means of serving”
To serve is to “provide goods and services for” and “be of assistance to”
It is critical to give our guests exceptional service each encounter
The hospitality industry can be a good choice for entrepreneurs who prefer to do their own thing (i.e., a bar, catering company, event management, restaurant, tour guide, night club, wedding planner, etc.)

6. Figure 1-1 Career Paths

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

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

9. Figure 1-2 Scope of Hospitality and Tourism Industry

10. The Interrelated Nature of Hospitality and Tourism
Hospitality employees have the ability to affect the human experience by creating powerful impressions—even brief moments of truth—that may last a lifetime
A moment of truth is an expression used to describe a guest and an associate meeting—as when a guest walks into a restaurant

11. The Interrelated Nature of Hospitality and Tourism
The hotel business provides career opportunities to associates who help make reservations, greet, assist, and serve guests
The restaurant business fulfills guests’ diverse needs and wants
Eating is a biological need that restaurants accommodate
Restaurants also fulfill other human desires (i.e., the need for socialization and to be entertained)

12. The Interrelated Nature of Hospitality and Tourism
In managed services, foodservices are provided for airlines, military facilities, schools, health care operations, business and industry
These foodservice operations have the dual challenge of meeting the needs and wants of both the guests and the client (i.e., the institution itself)

13. Characteristics of the Hospitality Industry
Our services are mostly intangible—the guest cannot “test-drive” a night’s stay or “taste the steak” before dining
The products are for use, not possession
There is inseparability of production and consumption of the service product, due to each guest’s unique demands
There is also the perishability of our product
For example, we have 1,400 rooms in inventory, but we sell only 1,200 rooms. What do we do with the 200 unsold rooms? Nothing—we lose 200 room nights and the revenue.

14. Hospitality Industry Philosophy
Changed from one manager planning, organizing, implementing, and measuring to managers counseling associates, giving them resources, and helping them think for themselves
A participative management style which results in associate empowerment, increased productivity, and guest and employee satisfaction

15. Hospitality Industry Philosophy
Corporate philosophy embraces the values of the organization—including ethics, morals, fairness, and equality
Shifts emphasis from the production aspect of business to the focus on guest-related services

16. Success in Service
Approximately 70% of the American and Canadian economies are engaged in service industries
It is critical to offer guests exceptional service and to understand role of guest services
Teamwork between the front of the house and the back of the house creates a positive environment in which to work

17. Success in Service
A guest is someone who receives or benefits from the output of someone’s work
External customer satisfaction ultimately measures a company’s success, since they are the people who are willing to pay for a company’s services
Internal customers are the people inside any company who receive or benefit from the output of work done by others in the company

18. Success in Service For success in service we need to:
Focus on the guest.
Understand the role of the guest-contact employee.
Weave a service culture into education and training systems.
Emphasize high-touch instead of just high-tech.
Thrive on change.

19. A Cup of Kindness Customer service is a central focus of hospitality
Our job is to enhance the lives of those people (guests, customers, passengers, etc.) to whom we serve
We begin by understanding what they need
Kindness is demonstrated by making everyone feel welcome
Quality customer service requires that we make all guests feel comfortable
We all have a need to feel important

20. Moments of Truth These are guest encounters
Every hospitality organization has thousands of moments of truth every day
Some of them include:
A guest calls the restaurant for a table reservation
A guest tries to attract the bartender’s attention for a cocktail because there are no seats available
A server takes an order
A server brings the check
A guest departs the restaurant

21. Focus on Service: Seven Deadly Sins of Service
Apathy
Brush-off
Coldness
Condescension
Robotics
Rule book
Runaround

22. Service and Total Quality Management
Total quality management (TQM) is a continuous process that works best when managers are also good leaders
TQM is a participatory process that empowers all levels of employees to work in groups to establish guest service expectations and determine the best way to meet or exceed those expectations
The difference between TQM and quality control (QC) is that QC focuses on error detection, whereas TQM focuses on error prevention

23. The Disney Approach to Guest Service
The Disney mission statement is simple: “We create happiness.”
The key elements of Disneyland guest services include:
Hiring, developing, and retaining the right people
Understanding their product and the meaning of the brand
Communicating the traditions and standards of service to all cast members
Training leaders to be service coaches
Measuring guest satisfaction
Recognizing and rewarding performance

24. Disney Service Model It begins with a smile
Make eye contact and use body language
Respect and welcome all guests
Value the magic
Initiate guest contact
Creative service solutions

25. Disney’s 5 Steps of Leadership
Provide clear expectations and standards
Communicate these expectations through demonstration, information, and examples
Hold cast members accountable for their feedback
Coach through honest and direct feedback
Recognize, reward, and celebrate success

26. Trends Globalization Safety and security Diversity Service Technology
Legal issues
Changing demographics
Price value
Sanitation

27. The End