Chapter 7 Guest Registration

Chapter 7 Guest Registration
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved
Chapter Focus Points Importance of the first guest contact Capturing guest data Guest registration procedures Registration with a property management system Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Importance of the First Guest Contact
Tone which is set at registration What constitutes warm hospitality? Recent experiences during registration at a hotel Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Components of the Registration Process
Capturing Guest Data Importance of capturing this data for guest messages, guest requests for service from other departments, and credit verification Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Guest Registration Procedures (p.187)
Discuss ways to project a feeling of hospitality eye contact warm smile an inquiry about travel experience or weather an offer for assistance with the luggage Discuss ways to retrieve guest reservations - via PMS Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Guest Registration Procedures (cont’d.)
Review completeness of registration card (refer to Fig. 7-1; p. 189) from the PMS or electronic folio Handwriting: Spelling of names, addresses, zip code, license plate identification Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Guest Registration Procedures (cont’d.)
Correctness of phone numbers, anticipated departure date, number of people in the room, room rate, and method of payment Note any blank areas for possible “fraud” – example: no credit card because it is in the lost suit case Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Guest Credit Credit card types Bank cards (VISA, MasterCard, or JCB) Commercial cards (Diners Club) Private label cards (J.C. Penney) Intersell cards (Ramada) Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Guest Credit (cont’d.) Discount rate – a percentage of the total sale that is charged by the credit card agency to the commercial enterprise for the convenience of accepting the credit card. Rate depends upon volume of sales transactions, amount of individual sales transaction, expediency with which vouchers are turned into cash, etc. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Guest Credit (cont’d.) Credit Card Processing Use of credit card imprinter and credit card validater This step establishes credit limit for the guest stay Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Guest Credit (cont’d.) Process of using a Bill-To-Account Personal extension of pre-approved credit with the hotel; the hotel processes the bill after the sale Advantages and disadvantages to the guest and the hotel Guest perceives bill-to-account as prestigious Hotel saves discounting of guest bill Hotel must act as billing and collection agency Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Components of Registration Process cont’d.
Room selection concepts Blocking procedure – process of placing rooms from inventory into various reservation status. Review of confirmed and guaranteed reservations Review of expected check outs for a particular day pp – blocking process Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Meeting Guest Requests
Special accommodations (bed requirements) - K, Q, D, T Location – views, “away from,” levels Layout and décor – suites, Murphy bed, Ancillary equipment – business meetings Special needs – hearing-impaired, ramps, visual devices Availability – special request Price – as a primary concern Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

The Components of a Well-Organized Room Inventory
Reservation Status - Open - Confirmed 4 P.M. - Confirmed 6 P.M. - Guaranteed - Repair Housekeeping Status Available, Clean, or Ready Occupied Stayover Dirty or On Change Out of Order Sleeper – a room that is thought to be occupied but in fact is vacant. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Communication system between the front desk and other departments (Housekeeping, maintenance, and reservation staff) Scheduled times for releasing rooms by housekeeping rooms requires a system whereby the individual room attendants report the cleaned rooms to the floor supervisor on a timely basis. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Room Rate Establishment
Room rates pivotal in providing income for administrative, overhead, and utility expenses. Commentary on p. 196 – “Clearly, room rates involve many factors …” manipulation of projected sales and related expenses market competition marketing and sales efforts operations price sensitivity tax investment opportunities seasonality tourism Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Room Rate Establishment (cont’d.)
Figure 7-3 as it relates to the projection of a hotel’s income (p.198) General Rule-of-Thumb Method that stipulates that the room rate should be two dollars for every thousand dollars of construction costs Hubbart formula (p. 199 math example) takes into consideration such factors as operating expenses, desired return on investment, income from various departments in the hotel and room income Figure 7-4 (p. 199) Room Rate Survey as a method of maintaining current on the room rates of competitors Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Types of Room Rates Rack rate – highest rate charged by the hotel Corporate rate – offered to business persons of a corporation who are frequent visitors Commercial rate – rate offered to infrequent business persons Military/Educator rate – rates offered to a price sensitive market yet attractive for a large volume of repeat business Group rate – offered to travelers who attend en masse Family rate – rate which is price sensitive yet attractive for many families Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Types of room rates (cont.d)
Package rate – rates used to lure guests into a hotel during low sales periods American Plan (AP) – includes meals with room rate quote Modified American Plan (MAP) – includes one meal with room rate quote European plan (EAP)– room rate and food and beverage sales are kept separate Half-day rate – room rate for half-day rental Complimentary rate – no charge to the guest Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Maximizing room rates - presenting various room rates in a manner that reflect the positive features of the product Developing a pre-planned sales pitch based on product knowledge Room furnishings, special features, layout, and rate ranges Desk clerk training in use of descriptive words needed Desk clerk practice sessions in salespersonship techniques Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Maximizing Room Rates (cont’d.)
Coaching the Shy Employee in Sales Skills Desk clerk training in picking up on subtle cues from guests Incentive programs for desk clerk motivation Bottom-up and top-down sales methods Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Maximizing room rates (cont’d.)
Sales opportunities hotel services additional reservations during the registration process Management’s plan to sell additional room reservations salesperson skills incentive programs complementary in-house advertising from other departments Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Components of Registration Process cont’d.
Room Key Assignment Need for accuracy Need for discretion for security in issuing key Maintenance of security of keys (refer to figures 7-5 and 7-6) p. 206 area for holding keys hard key – proof of guest identification required electronic – new combination for each new guest request for proof of registration for duplicate key requests Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Registration with a PMS (p. 205)
Retrieval of completed version of guest data Reservation on a PMS (Figure 7-7) p. 207 Advance Registration Form (Figure 7-8) p. 207 Retrieval of reservation Group registration (Figures 7-9 and 7-10 p. 209 ) Checking of room inventory options for guests who have a reservation but the room has not been blocked Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Registration with a PMS (cont’d.)
Room Inventory Screen (Figure 7-11 p. 210) Room Inventory Housekeeping Status (Figure 7-12 p. 211) Walk-in Registration (Figure 7-13 p. 212) Walking a guest when a reservation can not be honored Verifying room rate with guest Issuing electronic key (Figure 7-14 p. 213) Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Registration with a PMS (cont’d.)
Various reports that assist in PMS registration Registered Guests (Figure 7-15 p. 214) Guest arrival Report (Figure 7-16 p. 214) Group arrival Report (Figure 7-17 p.215) Vacant room Report (Figure 7-18 p.215) Room status Report (Figure 7-19 p. 216) Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Self-check in Reasons for consideration of offering self-check in Capital expenditures Decreased labor costs Increased speed of registration Delivery of hospitality Opportunity for selling additional hotel services within the hotel Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Self-check in (cont’d.)
Procedure a guest would use (Figure 7-20 p. 217) Use of personal credit or debit card Registration by a wireless communications Hiltons OnQ™ Technology Remote, web-based check-in 24 hrs. prior to arrival Electronic folio access Check-in kiosks (100) within 45 Hilton Family Hotels in metro and airport markets High-Speed Internet Access available Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved

Chapter 7 Guest Registration

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