RATIONALE
Tourism plays a crucial role in a country's development, attracting people globally In modern society, it has become an essential aspect of human life, fostering integration among nations and contributing to a world characterized by peace, friendship, and prosperity.
Tamky City in Quang Nam Province has experienced significant growth in tourism, with a steady increase in visitor numbers in recent years Between 2010 and 2015, the city saw an annual growth rate of 13% to 15% in tourist arrivals Positioned near two UNESCO World Heritage Sites, My Son Cham Sanctuary and Hoi An Old Town, as well as the modern city of Da Nang, Tamky is emerging as a key destination and transit hub for both domestic and international travelers.
As Tamky tourism continues to grow, the quality and quantity of hotels in the area are improving, enhancing customer service across the board The front office staff plays a crucial role in this development, serving as the primary point of contact between guests and various hotel departments Acting as the central hub for hotel activities, the front desk staff coordinates guest interactions, making it essential for hotels to maintain a strong and efficient front office team to ensure a seamless experience for their customers.
In my research on hotel operations, I discovered the crucial role that front office staff play in delivering exceptional customer service and the significance of optimizing their performance This realization led me to choose the topic: “A Case Study of the Performance of Huong.”
Sua Hotel’s front – office staff in serving customers and some suggestions for improving it”
OUTLINE
This research paper is structured into three key parts: Part A introduces the rationale and organization of the study, while Part B provides a theoretical background and evaluates the performance of the front-office staff at Huong Sua Hotel in customer service The findings from Chapter 2 will be analyzed in Chapter 3, leading to Part C, which offers recommendations and concludes the research.
AIMS AND OBJECTIVES
This graduation paper aims to analyze the performance of the front-office staff at Huong Sua Hotel in their service delivery It emphasizes the effectiveness of their operations and offers recommendations for enhancing the overall service process.
SCOPE OF STUDY
The front-office staff plays a crucial role in a hotel, acting as the primary link between guests and the hotel's various services Serving as the central hub for all hotel activities, their performance significantly impacts customer satisfaction This case study focuses specifically on the front-office staff at Huong Sua hotel, analyzing their service quality and offering recommendations for enhancement.
METHODOLOGY
In my research, I employed several methods to gather and analyze data at Huong Sua Hotel Initially, I contacted the hotel's staff and accounting department to collect essential figures I then observed and interviewed front-office staff and customers to gain insights into their performance Additionally, I utilized analysis and evaluation techniques to deepen my understanding of the collected information Finally, I reviewed relevant literature, including graduation papers from previous students and various websites, to enrich my study.
Hotel and hotel products
Hotels are defined in numerous ways from early times to today Some of the important definitions for hotel are:
A hotel is a paid lodging establishment that offers short-term accommodations, evolving from basic rooms with minimal furnishings to modern spaces equipped with en-suite bathrooms, air conditioning, and amenities for making tea and coffee Luxury hotels often provide additional features such as bathrobes, a pillow menu, and Jacuzzi bathtubs Larger hotels may also offer facilities like restaurants, swimming pools, fitness centers, business centers, childcare services, and conference spaces Hotel rooms are typically numbered or named for easy identification by guests.
Below is another definition of Hotel:
A hotel is a commercial establishment that provides lodging for travelers, often featuring additional services like restaurants, conference facilities, and meeting rooms to enhance the guest experience.
Hotel products encompass the range of goods and services offered by a hotel to fulfill customer needs, starting from the initial room registration to the completion of their stay and departure.
Hotel products include commodity products and services products.
“Commodity products are tangible products which are provided by a hotel such as dishes, drinks, souvenir, etc This kind of products will belong to people paying to buy them.” [2, p.23]
“Service products (immaterial products) are physical or mental values which customers spend money to get it (It can be an experience or a feeling of satisfaction or dissatisfaction).” [2, p.23]
Hotel products have some features:
Services differ from physical products as they cannot be experienced before purchase; for instance, passengers receive an airline ticket that guarantees safe travel, while hotel sales teams sell the right to use a room rather than the room itself Customers leave with only a receipt, yet they carry valuable memories, as noted by Robert Lewis, who emphasized that although service purchasers may depart empty-handed, they take away meaningful experiences to share.
In the hospitality industry, successful transactions require the presence of both service providers and customers Even if a restaurant offers exceptional food, poor service or a negative attitude from staff can lead to customer dissatisfaction.
“Service inseparability also means that customers are a part of product.
A couple seeking a quiet and romantic dining experience may find their evening ruined by the disruptive noise of a large group of loud conventioneers seated nearby To ensure customer satisfaction, restaurant managers must effectively manage the seating arrangements and behavior of patrons to prevent such disturbances that can lead to disappointment for other guests.
Inseparability in service delivery highlights the importance of both customers and employees comprehending the service system, as they collaboratively produce the service For instance, in a restaurant setting, customers need to be familiar with the menu items to ensure they receive the dishes they anticipate.
Service variability is influenced by several factors, including the provider's skills, timing, and location of service delivery Since services are produced and consumed simultaneously, maintaining consistent quality can be challenging Fluctuating demand further complicates the ability to deliver uniform service, especially during peak times The high level of interaction between service providers and customers means that service quality can vary significantly; a customer may experience excellent service one day and mediocre service the next, often depending on the provider's personal circumstances Additionally, communication gaps and differing customer expectations contribute to this inconsistency in service quality.
Variability or lack of consistency in the product is a major cause of customers’ disappointment in the hospitality industry.
Consistency is crucial for the success of a service business, as it ensures that customers receive the expected product without any unwanted surprises When variability is absent, businesses can deliver a reliable experience that fosters customer trust and satisfaction.
Perishability is explained by below an example.
Services are inherently perishable, meaning they cannot be stored or saved for future use For example, a hotel with 100 rooms that sells only 60 on a given night cannot recoup the lost revenue from the 40 unsold rooms by selling more rooms the next night This leads to revenue loss that cannot be regained To mitigate this issue, airlines and hotels often charge customers for guaranteed reservations when they fail to show up Similarly, restaurants are increasingly implementing fees for no-shows, recognizing that an empty seat represents a lost opportunity for revenue To optimize profitability, hospitality businesses must effectively manage both capacity and demand.
Hotel business
The hotel industry focuses on delivering accommodations, dining options, and various services to fulfill customers' needs for food, relaxation, and entertainment during their travels These essential offerings play a vital role in enhancing the overall profitability of hotels.
Hotel business has some features:
The success of the hotel business is closely linked to the availability of tourism resources in various destinations Hotels thrive in locations rich in attractions, as these resources serve as key motivators for travelers.
The hotel industry demands significant investment capital due to the necessity for high-quality products and exceptional technical facilities.
The hotel industry relies heavily on direct labor, as its services are primarily delivered by specialized staff rather than through automation Given that hotel products are inherently service-oriented, the workforce plays a crucial role in ensuring customer satisfaction Additionally, the operational hours of hotels are dictated by the continuous nature of customer demand, with services available 24 hours a day.
Hotel business has the rule feature Hotel business is affected by some rules such as economic rule, social rule, nature rule, psychological human being rule, etc.” [2, p 27-29]
1.2.3 Significance of hotel business in tourism
Economic is an important role of each hotel business in tourism.
“Hotel business is one of the main activities of the tourism industry and it conducts important tasks of this industry.
Through accommodation and catering business of a hotel, a part of a human being’s consumption fund is used on services and goods of the hotel in their tourism destinations.” [2, p 30]
The development of the hotel business contributes to enhance the attraction of domestic and foreign investment.
“Hotels have a relationship with other industries in the economic sector such as heavy industry, light industry, agriculture sector, telecommunication sector, banking sector, especially handicraft sector, etc.
Hotel business always has a huge direct, indirect labour, so the development of the hotel will contribute a lot of job for people.” [2, p.31]
In addition to economic factors, social aspects play a crucial role in the growth and stability of the hotel industry While favorable economic conditions are essential for business development, a strong social foundation is necessary to solidify and enhance the hotel business's success.
“Through satisfying the demands of visiting and resting actively of the customers, the hotel business contributes to preserve, restore working capacity of labor.
The hotel industry fosters global connections by providing opportunities for individuals from diverse backgrounds to meet and engage, facilitating the exchange of information regarding economy, politics, and culture This interaction promotes peace, friendship, and solidarity among people, highlighting the significant role of hotels in the tourism sector.
Hotel customers
“A hotel customer of client is called a customer because the hotel offers homely and professional service to him, and establishes an intimate relationship with him during this stay” [8]
Hotel customers are individuals who seek to utilize hotel services for accommodation, dining, and entertainment over a specific duration, driven by their desire to meet these needs while being prepared to pay for the experience.
Customer relations play a crucial role in the hotel industry, serving as a vital means for management to connect with guests and create a sense of warmth and hospitality.
A customer may be classified under following headings:
1 “Customers on the basis of presence in the hotel: an expected customer, an in-house customer and check out customer.
2 Customers on the basis of recognition: regular customer, V.I.P., special attention and distinguished customers and new customers.
3 Customers on the basis of revenue: paying customers and complimentary customers” [8]
Front – office department
1.4.1 Concept of front-office staff
The front-office department serves as the central hub of a hotel, managing guest check-ins and check-outs while overseeing all room services Key functions of the front office include handling reservations, managing registrations, assigning rooms and rates, providing customer service, maintaining room status, settling guest accounts, and creating customer history records.
1.4.2 Role of front-office staff
The organization of a hotel can differ based on its size and the range of services provided, yet one constant remains: the Front Office Department is always a crucial element Often referred to as the "nerve center" of the hotel, the Front Office plays an essential role in ensuring smooth operations and exceptional guest experiences.
The front office serves as a vital component of the hospitality industry, acting as the primary link between guests and the hotel It functions as the central hub for hotel activities, where guests are welcomed, registered, and assigned their rooms This area manages essential services such as information, mail, messages, complaints, and room accounts Consequently, the reception team plays a crucial role in ensuring a pleasant and seamless experience for hotel guests, making it a focal point for attraction and revenue generation for the establishment.
The front-office staff is essential in coordinating activities across various hotel departments, creating a cohesive operational plan While each department has specific functions, they all share the common goal of meeting customer needs and achieving the hotel's business objectives.
To get these goals, these departments have to coordinate with each other and perform under the hotel plan.
The front-office staff plays a crucial role in customer service, as they are the primary point of contact for guests This department is responsible for welcoming customers upon check-in and assisting them during their stay, ultimately handling their check-out process Their frequent interactions with guests make them essential to creating a positive hotel experience.
Front-office personnel are crucial in promoting hotel advertising due to their frequent interactions with customers, making it easier for them to showcase the hotel’s offerings To be effective in their advertising roles, they must possess comprehensive knowledge of all hotel products and be skilled in their presentation and promotion.
The front-office staff plays a crucial role in proposing innovative ideas to the board of managers, aimed at enhancing hotel products and developing effective strategies and policies With more direct interaction with customers compared to other departments, front-office personnel gain valuable insights into customer preferences and behaviors This unique access to comprehensive and accurate information about customer interests is essential for hotel management, enabling them to refine their offerings and tailor strategies that meet guest needs effectively.
The front-office staff plays a crucial role in representing the hotel and fostering joint venture relationships They are instrumental in building connections with travel agents and passenger shipping companies, which helps attract more customers to the hotel.
1.4.3 Organization and tasks of the Front-office staff.
The organization of the front office will be influenced by a number of factors These may include:
Larger hotels typically hire a greater number of specialized staff, allowing for more defined roles within the team In contrast, smaller hotels often require individual staff members to handle a broader range of responsibilities, leading to a more versatile but less specialized workforce.
Standard of service: High-class hotels usually provide more personal services for customers, so they expect greater specialization and wider range of services.
Type of customers: Business people expect efficient check in and check out services but may be prepared to carry their own bags.” [3, p 55]
The organization chart in Figure 2-1 illustrates a standard staffing structure for a front-office manager, which typically includes roles such as desk clerk, cashier, reservations manager, concierge, night auditor, telephone operator, bell staff, room key clerk, and elevator operator However, not every lodging establishment employs all these positions; in some cases, the front desk clerk may fulfill multiple roles, including those of cashier and reservations clerk Conversely, larger full-service hotels often maintain a complete staff as outlined.
Figure 1-1: This organization chart lists positions found in a front office.
“Staffing the front desk positions incurs a cost The front office manager, in consultation with the general manager, usually prepares a personnel budget related to salary levels through the lodging establishment.”
Front office staff play a crucial role in hospitality, with desk clerks handling a range of responsibilities Their duties typically involve verifying customer reservations, registering guests, assigning rooms, and distributing keys Additionally, they provide information about local attractions, manage cash transactions, and serve as a vital link between the lodging establishment, guests, and the community.
The position of cashier includes processing customers’ checkouts and customers’ legal tender and providing change for customers This position in
Corporate Owner General Manager Assistant General Manager Front Office Manager
Operator a number of lodging establishment, and it helps make the front desk work load manageable when a full house
The reservations manager plays a crucial role in larger lodging establishments, handling incoming room requests and special service needs This position entails providing customers with accurate information and confirmations while maintaining a precise room inventory through a property management system Effective communication with the marketing and sales departments is essential, as the manager must also plan for both peak and slow sales periods.
The night auditor is responsible for reconciling daily financial transactions and may also act as the desk clerk during the night shift, typically from 11:00 p.m to 7:00 a.m This role demands a solid understanding of accounting principles and the capability to address financial discrepancies Prior experience as a desk clerk and strong communication skills with the controller are essential for success in this position.
The telephone operator plays a crucial role in lodging establishments, responsible for promptly locating registered guests and management staff This position requires the ability to handle crises, including life-threatening emergencies With the advent of call accounting technology, tracking customer phone calls and billing charges has become more efficient, simplifying the operator's tasks Additionally, the telephone operator may provide support to the desk clerk and cashier as needed.
The bell captain, a key figure among bellhops and door attendants, plays a vital role in the hospitality industry This essential staff not only assists guests with their luggage but also helps them acclimate to their new environment, runs errands, delivers supplies, and provides valuable information about in-house marketing and local attractions Acting as a crucial link between the lodging establishment and its guests, bell staff are indispensable assets to any well-managed hotel.
Performance in serving customers
“Performance in serving customers is continuous stages which relate to each other closely to meet quickly customers’ need with the lowest cost.” [5]
1.5.2 Significance of performance in serving customers
Exceptional customer service is vital for enhancing hotel quality and reputation Hotel staff must excel at every stage of customer interaction—Pre-Arrival, Arrival, Occupancy, and Departure—to effectively meet the diverse needs of guests, including families and groups from various ethnic backgrounds and customs Mastery of these service stages enables staff to handle situations with flexibility, ensuring a positive experience for all customers.
1.5.3 Process of performance in serving customers
The performance in serving customers encompass 4 different stages, which are depicted in the underneath, diagram:
At the pre-arrival stage, hotels should establish a reservation record for each potential guest, which marks the beginning of the hotel guest cycle This practice not only personalizes guest services but also aids in effectively scheduling the necessary staff and facilities.
The reservation department must finalize all pre-registration tasks and prepare guest folios, especially in automated systems, to enhance room sales This process allows for precise monitoring of room availability and effective forecasting of room revenues.
Pre-Arrival Arrival Occupancy Departure
“At the arrival stage, registration and rooming functions takes place and the hotel establishes a business relation-ship with the guest
The check-in clerk is responsible for verifying the guest's reservation status, distinguishing between pre-registered guests and walk-ins Following this, the clerk will either create a new registration record or have the guest sign an existing pre-registration record, depending on the system being used—whether semi-automated or fully automated.
The registration records shall include the following personal and financial items: a) Personal information:
1 Name and Surname of the guest along with billing address, telephone number, and any other coordinates
2 Passport number, birth certificate, or driving license number
3 Any special needs or requests
2 Expected date of departure or length of stay depending on how the system in the hotel is designed 3.Assigned room number
5 Guest's intended method of payment
Registration records serve multiple essential functions in the hospitality industry, including meeting guest needs, forecasting room occupancy, and ensuring accurate account settlements They help establish guest history during check-out, encompassing personal and financial information, while also facilitating the assignment of appropriate room types and rates Additionally, these records allow for the differentiation between long-run availability, such as reservation data, and short-run availability, like current room status Furthermore, they play a crucial role in accommodating special categories of guests, including those with disabilities, by supporting barrier-free design initiatives.
During the occupancy stage, the front office department plays a crucial role in coordinating timely and accurate guest services Front office clerks should focus on fostering repeat business by addressing guest complaints effectively This is facilitated by providing complaint and suggestion cards in public areas and revenue centers throughout the hotel Additionally, the hotel should collect and analyze these comment cards daily, ensuring that positive feedback is communicated to guests promptly.
To safeguard guests' funds and valuables, it is essential to implement robust procedures such as key control for guest access, comprehensive property surveillance, secure safe deposit boxes, and strategically designed emergency panels and exits.
During guest occupancy, front office clerks are responsible for processing various charges, including room rates, food and beverage expenses, and taxes, to individual guest folios and master folios They must monitor for any deviations from the house limit and adjust the customer's status to Paid-in-advance when necessary Additionally, clerks should regularly review account balances in collaboration with the night auditor to ensure accuracy and compliance.
During the departure stage, hotel staff will escort the customer out, while front office clerks will compile a customer history record Additionally, the cashier will ensure that the customer's account is settled, bringing any outstanding balances to zero.
- In general, a proper check out occurs when the customer: a) Vacates the room b) Receives an accurate settlement of the customer account c) Returns room keys d) Leaves the hotel
At checkout, staff should actively encourage guests to consider future stays at the hotel, promoting a seamless customer cycle By adopting a sales-oriented approach, cashiers can effectively secure future reservations, ensuring that the guest experience continues beyond their current visit.
If a customer's account is not fully settled at the time of departure, late charges will accrue In this situation, the accounting department is responsible for the collection process, while the front office must supply all relevant information to facilitate a smoother and more efficient collection.
Huong Sua Hotel overview
2.1.1 History and development of Huong Sua Hotel
Huong Sua Hotel, a three-star establishment located at 241 Trung Nu Vuong Street in Tamky City, Quang Nam Province, Vietnam, boasts 40 luxurious rooms and has been operational since March 24, 2013 Despite being a relatively new hotel, it has quickly gained recognition among both domestic and international tourists, thanks to the dedicated efforts of its management and staff The hotel’s successful achievement of the three-star standard from the General Department of Vietnam Tourism further solidifies its prominent position in the Tamky tourism market.
The hotel aims to become a leading provider of high-quality tourism services in Vietnam, positioning itself as the top 3-star hotel in Tamky city for both domestic and international guests This vision is designed to attract a diverse clientele from around the globe, ultimately driving the hotel's business success.
- Email: huongsuahotel@gmail.com letanhuongsua@gmail.com
- Website: http://huongsua.com.vn/
2.1.2 Functions and tasks of Huong Sua Hotel
- Huong Sua Hotel serves customers with accommodation service, catering service, entertainment and other additional services during their stay at the hotel.
-Organizing, producing and supplying various kinds of accommodation, catering, entertainment services and the additional services such as laundry, telephone, ticket booking, etc for customers when they stay at hotel.
- Managing of commercial activities, manufacturing activities, finance personnel and improving performance continuously at the hotel.
- Ensuring the safety of customers and their property.
- Conserving and developing fund resources.
- Ensuring reception and serving places of customers cleanly.
- Identifying business direction actively, organizing and conducting its objectives.
2.1.3 Location and architecture of Huong Sua Hotel
Huong Sua Hotel is a 3-star deluxe accommodation featuring 40 luxurious rooms, situated at 241 Trung Nu Vuong Street in Tamky City, Quang Nam Province, Vietnam Nestled along one of the city's most scenic roads, the hotel is conveniently located 65 km from Danang International Airport and just 15 km from Chu Lai International Airport Spanning two hectares, Huong Sua Hotel offers an open and refreshing environment, making it the largest hotel in Tamky City, ideal for hosting delegations, teams, and clubs.
Experience a unique blend of modern architecture and interior design inspired by French elegance and the enchanting Champa-Indian style This exclusive retreat offers guests luxurious accommodations, indulgent spa treatments, a variety of exquisite cuisine, and a wide range of entertainment options, ensuring a memorable stay.
Our hotel is dedicated to exceeding customer expectations and providing a memorable holiday experience Managed by a team of experienced professionals, we ensure that every guest feels welcomed and comfortable, as if they were in the warmth of their own home.
Service system of Huong Sua Hotel
Service system of Huong Sua Hotel includes:
- Transportation to Bong Mieu Gold mine, Hoi An Ancient Town,
- Restaurant with special European and Vietnamese food.
- Travel tour office for information and booking
- Sauna, Steam bath and Jacuzzi
- Apartments for lease: 2 apartments of hotel are used for lease They are the ideal choice for those who go to Tamky for working for long term.
- Car/Motor/Bicycle rental service
- Laundry and dry-cleaning service
- Booking air, rail, car tickets.
- Office services: Fax, print, photocopy, type text, etc.
- Postal service, parcel service, mail service.
- Three cars for picking up customer from the airport or something else: a four-seat car, a seven-seat car, and a sixteen-seat car.
Huong Sua Hotel’s resources
In the business hotel, technical facilities play an important role These are one of the factors determining the quality of the service system and the satisfaction of customers.
Huong Sua Hotel is a 3-star accommodation set on a spacious 3-hectare property featuring four floors It offers 40 well-furnished rooms that blend modern architecture with French and Magical Champa-Indian design elements, creating a unique and elegant retreat Each room is tastefully decorated to meet international standards, ensuring comfort and convenience for all guests.
To meet the different needs of customers, the hotel has many rooms with difference in price and quality levels.
Room type and room rate of the hotel may be listed in the following table:
Table 2.1: The room rate of Huong Sua Hotel
Room Grade Single Double/Twin
Valid from 01 September, 2016 to 30 November, 2016
(Source: Organizing business department of Huong Sua hotel)
Table 2.2: The room type of Huong Sua Hotel
Standard 20 Standard rooms have two or one beds with standard facilities and standard bath room. It’s suitable for people who has normal request.
Superior 12 Superior rooms also have one or two beds with modern facilities and luxury bath room Especially, bed and desk have modern and beautiful design which helps creating new excitement for your work.
Deluxe 6 Deluxe rooms have double beds or twin beds or triple beds with modern equipment From the bedroom, you can see the scenery around the beautiful cityApartment 2 Apartments have double and single beds for whole family Each room has open space with area of 75m2 Moreover each room has bedroom, living room, bathroom separating each other with modern facilities From apartments, you can see the city, and the sport yard which contribute to the noble and elegant beauty of these apartments.
(Source: Organizing business department of Huong Sua hotel)
- All rooms are equipped with king-sized bed
- Water heater in each bathroom
- Lights, decorative lamps, work lamp.
The hotel features two restaurants: one dedicated to breakfast and the other offering a diverse à la carte menu with 80 seats This dining option is ideal for hosting events such as wedding receptions and birthday celebrations.
- A more than 80 seats for conference hall
We have statistics on the quantity and the qualification of employees in the Huong Sua Hotel
Table 2.3: The quantity and qualification of employees in Huong Sua Hotel
Department Q Culture level Foreign language level (English)
(Source: Organizing business department of Huong Sua hotel)
Table 2.4: The quality and gender of the employees in the Huong Sua Hotel
(Source: Organizing business department of Huong Sua hotel)
2.3.3 Capital resources of the Huong Sua Hotel
Table 2.5 Capital resources of the Huong Sua Hotel
Target 2 nd quarter 3 rd quarter Last quarter
Owners’ capital 9,700,000,000 Short-term loan 1.220,864,998 Long-term loan 1,186,000,000
(Source: Organizing business department of Huong Sua hotel)
Framework of management at Huong Sua Hotel
The hotel organization chart is straightforward, with the Board of Directors at the top Beneath them are the General Director and Managing Director, who oversee various departmental managers responsible for daily operations This structure ensures efficient management and coordination within the hotel.
Figure 2.6 Diagram of organizational structure of management in Huong Sua Hotel
Huong Sua Hotel features various departments, including Sales and Marketing, Reception, and Restaurant and Bar, each managed by a dedicated manager responsible for overseeing operations, organizing tasks, and training employees.
2.4.2 Functions and tasks of each department
Every department in a hotel plays a crucial role in ensuring the delivery of high-quality services and products to guests To achieve this, the hotel is divided into various sections, with each department assigned specific tasks aimed at enhancing customer satisfaction.
The board of directors serves as the highest governing authority in a hotel's management structure, responsible for selecting and evaluating the compensation of the Director General They play a crucial role in assessing dividend attractiveness, recommending stock splits, overseeing share repurchase programs, and approving financial statements Additionally, the board advises on acquisitions and mergers while safeguarding shareholders' assets to ensure a satisfactory return on their investments.
- Director General: Director General always watches the daily activities of the hotel, makes plans and operates long-term business.
To do these tasks, a director general has to play difference roles in management such as a promotional person, etc The director general must take timely information from all sources.
The Managing Director is responsible for developing and executing the hotel's strategic plan efficiently, ensuring optimal performance and management of daily operations This role includes accountability for the overall success of the hotel, operating under the delegated authority from the Board.
The Sales and Marketing Department plays a crucial role in promoting the hotel by managing advertisements and promotions for all departments This team is responsible for creating and designing brochures, menus, and wine lists, while also focusing on increasing sales by attracting both new and repeat customers Additionally, they oversee room and banquet sales, ensuring a comprehensive approach to driving revenue for the hotel.
The Accounting Department plays a crucial role in managing the hotel's finances by overseeing all revenues and expenditures This department is responsible for developing financial strategies and securing capital funding to ensure the hotel's financial stability and growth.
The Front Office Department is the hotel’s most vital sector, responsible for warmly welcoming guests and shaping their first impressions As the initial point of contact, it plays a crucial role in enhancing the hotel's image and generating maximum revenue through room sales This department encompasses sub-departments such as reservations, the bell desk, and the information desk, while also offering essential services like concierge assistance to ensure a memorable guest experience.
The Housekeeping Department plays a crucial role in ensuring hotel cleanliness and hygiene, managing the upkeep of public areas, guest rooms, lobbies, and swimming pool spaces, often working behind the scenes to enhance customer satisfaction A key aspect of this department is horticulture, which focuses on flower arrangements and garden maintenance, contributing to the hotel's aesthetic appeal and creating a pleasant atmosphere for guests.
- Food and Beverage Department (F&B): This department provides food and beverage to the customers in the hotel It included restaurants, bar,…
The Kitchen Department plays a crucial role in preparing delicious meals for customers, operating behind the scenes as a vital part of the back-of-house team This department is responsible for all aspects of food preparation, including cooking, baking, and adding final touches, before the dishes are sent to the appropriate service areas.
- Maintenance & Engineering department: This department has no contact with customers The department has responsible in fixing that is broken or faulty (e.g: television, chairs, bulbs, etc)
- Security Department: Their tasks are protecting security in the hotel as well as protecting the safe of customers and their property.
Front office at Huong Sua Hotel
2.5.1Introduction about Front office staff
2.5.1.1 Organization structure of front office staff:
Huong Sua Hotel features a straightforward organizational structure with 40 rooms, comprising a front office staff that includes both the reception and concierge departments Due to the limited number of employees, staff members often handle multiple roles; for instance, receptionists manage tasks related to cashiering, reservations, and switchboard operations, while security personnel also serve as doormen and bellboys.
The working time of the front office staff in Huong Sua Hotel:
- The working time of the reception department and security are divided in 3 shifts/day:
Shift 1: From 6 a.m to 2 p.m Shift 2: From 2 p.m to 10 p.m Shift 3: From 10 p.m to 6 a.m Between each shift, there are 30 minutes to hand over to next group.
2.5.2 Framework organization of Front office staff
Figure 2.7: Framework organization of Front office in Huong Sua Hotel.
Reception Manager Security Manager Restaurant Manager
CHAPTER THREE ANALYSIS AND EVALUTION
Customers at Huong Sua Hotel
3.1.1 Number of customers of Huong Sua Hotel in 2015
Table 3.1: Reality number of customers at Huong Sua Hotel
Target Customer Unit 3 rd quarter Last quarter
3 rd quarter/last quarter Difference %
(Source: Accounting department of Huong Sua Hotel)
In 2015, customer numbers were unstable, with a notable decline in the last quarter compared to the third quarter Customer visits dropped by 38.14%, from 4,720 in the third quarter to 2,920 in the last quarter, resulting in a decrease in customer days from 8,361 to 5,682 days, a reduction of 32.04% Consequently, revenue also fell significantly, with the last quarter generating 624,238,320 dong, a 40.77% decrease from the third quarter's 1,053,931,779 dong This decline can be attributed to fewer promotional campaigns in the last quarter Additionally, the data indicated that domestic customer visits were higher than international ones, particularly during the peak months of June, July, and August, highlighting a key area of focus for the hotel moving forward.
Table 3.2 Customer’s classification according to nationality Quarter 2 nd quarter 3 rd quarter 4 th quarter Comparison
(Source: Accounting department of Huong Sua Hotel)
Table 3.2 reveals that domestic customers at Huong Sua Hotel outnumber international customers by a factor of two, comprising 72.76% of the total clientele compared to 27.24% for international guests The domestic customer base remains stable, while the hotel has successfully attracted a significant number of international visitors, primarily from China, Australia, and Japan Notably, many of these international guests are members of football teams from clubs like SHB Danang and Visai Ninh, representing a high-paying yet discerning customer segment.
Binh, Hanoi T&T, QNK Quang Nam, and Hoang Anh Gia Lai are valuable clients that contribute to enhancing the hotel's reputation, improving the experience of the hotel staff, and increasing overall hotel revenue.
Table 3.3: Customers’ classification according to purpose of visit and form of visit at Huong Sua Hotel
(Source: Accounting department of Huong Sua Hotel)
Table 3.3 reveals the customer structure at Huong Sua Hotel based on their purpose and form of visit Notably, 73% of guests are pure visitors, while 19% come for business, highlighting the hotel's effective collaboration with travel agents and successful advertising campaigns Additionally, group customers account for 77.31% of total visitors, significantly outnumbering solo customers at 22.69% This disparity indicates that most group customers are leisure travelers, whereas solo visitors typically have business-related reasons for their stay These insights will inform the hotel’s future planning strategies.
Results of Huong Sua Hotel business
Table 3.4: Results of Huong Sua hotel business in 2015
Target 2 nd quarter 3 rd quarter Last quarter
3 rd quarter / last quarter Revenu e
(Source: Accounting department of Huong Sua Hotel)
Table 3.4 reveals fluctuations in the hotel's revenue, costs, and profits, with revenue rising from 71.67% to 83.74% in the third quarter but declining to 36.51% in the last quarter, indicating seasonal impacts While both the third and last quarters outperformed the second quarter in revenue, they also incurred higher costs, with the second quarter's costs accounting for 55.66% of its revenue, the third quarter's costs at 57.33%, and the last quarter's costs at 54.26% The increased costs in the third quarter were primarily due to significant investments in advertising and marketing aimed at attracting domestic customers during the summer holiday season, resulting in the highest revenue for that quarter Additionally, the last quarter saw a decrease in costs while still generating more revenue than the second quarter, marking a notable success for the hotel Analyzing Table 3.4 enables the hotel to assess its current performance and develop more effective strategies to enhance revenue and reduce costs for improved profitability.
In 2015, Huong Sua Hotel's business results highlighted the crucial role of the front-office department in boosting hotel profits An increase in customer turnover and service utilization led to higher revenue The receptionists made a positive impression on guests, effectively attracting more customers and enhancing occupancy rates.
Table 3.5: The revenue result of Huong Sua Hotel business
Revenue 2 nd quarter 3 rd quarter Last quarter
(Source: Accounting department of Huong Sua Hotel)
Table 3.6: Speed of development of the Huong Sua hotel business
2 nd quarter/ 3 rd quarter 3 rd quarter/ last quarter
(Source: Accounting department of Huong Sua Hotel)
The hotel's revenue primarily comes from three service categories: accommodation, catering, and additional services Accommodation services generate the highest revenue, accounting for 61% to 65% of total earnings, with figures rising from 360,367,000 VND in the second quarter to 678,089,000 VND in the third quarter, and slightly decreasing to 624,238,320 VND in the last quarter This increase is attributed to investments in facilities and service quality In contrast, catering services contribute a smaller, less stable revenue, with a notable increase of 105.535% in the third quarter and 31.81% in the last quarter compared to the second quarter Additional services represent the lowest revenue proportion, indicating the hotel’s limited focus on this area.
In many hotels, additional services significantly contribute to overall revenue, prompting increased focus on these offerings Recent data indicates that revenue from these services soared in the third and fourth quarters, surpassing that of the second quarter, showcasing improved efficiency in hotel operations This success stems from the dedication of management and staff, effective marketing strategies, and a keen understanding of customer needs Building on this momentum, Huong Sua Hotel aims to enhance its efforts and refine its business direction to solidify its reputation moving forward.
Performance in serving customers at Huong Sua Hotel
3.3.1 The process in serving customers at Huong Sua Hotel
The performance in serving customers encompasses 4 different stages, which are depicted in the underneath diagram:
Table 3.7: Four stages of performance in serving customers in Huong Sua Hotel
The pre-arrival stage is crucial for a receptionist, as it involves promptly and accurately addressing requests for future accommodations Effective management of reservation details is essential for the success of any lodging property Streamlined procedures not only save time but also enable receptionists to gather necessary information and promote hotel services effectively.
Departure Check out and aftersales
Pre- Arrival Sales and reservation
Guest stay and service use Arrival
Guest reception and check in
Pre-Arrival Arrival Occupancy Departure
At Huong Sua Hotel, customers can conveniently make reservations directly or via phone During the booking process, receptionists gather essential information, including room type, bed preference, number of rooms, duration of stay, and arrival and departure dates Once the customer's requirements are noted, the receptionist checks room availability If suitable accommodations are available, they present options to the customer and request additional details such as the customer’s name, address, phone number, and preferred payment method.
Upon reaching an agreement, the receptionist requests a deposit to be sent to the hotel’s account as per the agreed timeline Following this, a confirmation reservation form is sent to the customers for their review and signature This process allows the hotel to create a reservation record, which helps in personalizing services and efficiently scheduling staff and facilities By confirming the reservation, the hotel verifies the customer's room request and personal information, ensuring their needs are met Additionally, the collected information can facilitate pre-registration activities If the hotel cannot accommodate the customer's requests, the receptionist will suggest alternative options such as different room types or arrival dates Should the customer decline these alternatives, they will be placed on a waiting list, or the receptionist may recommend another hotel with similar quality to Huong Sua Hotel.
An effective reservation system helps maximize room sales by accurately monitoring room availabilities and forecasting room revenue.
Table 3.8: Chart of reservation process at Huong Sua Hotel
Receive the customers’ request about reservation Check possibility of providing rooms of the hotel
Deal and persuade the reservation of customers
Make the reservation record of customers
Send the reservation confirm of customers
Receive the reservation confirm of customers Review the daily customers
Table 3.9: Chart of arrival stage at Huong Sua Hotel
Suggest alternative rooms or other hotels.
Assign room and room rate
Are rooms available? Deny request
Prepare for customer arrival Check: Room status and availability, expected arrivals and departures, special requests, important customers.
Has the customer made a reservation?
The arrival stage marks the beginning of the customer’s experience at the hotel, encompassing registration and room assignment Upon arrival, guests engage with the front office, where staff clarify the customer-hotel relationship and oversee financial transactions This critical interaction establishes a foundation for the guest's stay, ensuring a smooth and professional connection between the hotel and its customers.
1 Escorting of customers to the lobby:
The bell boy escorts the customers to the lobby; he assists the customers with the baggage The customers are then seated in the lobby.
2 Arrival of the customers to the lobby:
Customers arriving at the lobby will expect a quick, pleasant and courteous receptionist to greet the customers at the reception counter.
3 Service of Cold Towels and Welcome drinks:
Upon arrival in the lobby, customers are greeted with a refreshing welcome drink served by the restaurant department, ensuring a warm and inviting reception.
The receptionist should check customer’s reservation status (customers with reservation or customers without reservation)
A registration record is crucial for efficient front office operations, as it is completed during the registration process or at check-in This record must capture essential customer information, including the intended payment method, planned length of stay, and any special requests, such as preferred room types or locations within the hotel Additionally, it should document the customer's billing address, telephone number, and signature to ensure a smooth check-in experience.
During the registration process, the receptionist collects the customer's passport or identification card to fill out the necessary information on the registration forms Once the customer has signed the forms, the receptionist verifies the payment method Registration is finalized when the payment method and the customer's departure date are confirmed, after which the room key is issued.
5 Providing some information for customers:
Before the bellboy escorts guests to their rooms, the receptionist provides essential information about hotel services, including the reception counter's phone number Additionally, guests receive a breakfast card, and the receptionist completes the registration paperwork.
6 Escorting of customers to the room:
After completing the registration process, customers are escorted to their rooms by a bellboy, who also handles their luggage During this escort, guests receive an overview of the dining options available, including menu offerings and operational hours, as well as recommendations for local attractions Upon entering the room, customers are informed about its special features while their baggage is placed on the luggage rack, marking the beginning of their stay.
During the occupancy stage, guests stay at the hotel and utilize its facilities and services The front office department plays a crucial role in ensuring timely and accurate coordination of customer services The focus is on minimizing complaints and enhancing the overall guest experience.
The receptionist must attentively address customer concerns and complaints, striving for a swift and satisfactory resolution Additionally, ensuring the security of customer key control and personal property remains a top priority.
During occupancy, the receptionist is responsible for processing customer charges, including room rates, food and beverage expenses, and applicable taxes They must consistently monitor for any deviations from the house limit and adjust customer statuses to paid-in-advance when necessary Additionally, regular reviews of account balances are essential to ensure accuracy and compliance.
The departure stage is crucial for ensuring a smooth check-out process for guests It involves customers vacating their rooms, settling their accounts accurately, and returning room keys before leaving the hotel During this stage, staff should escort guests out and create a customer history record, while also ensuring that any outstanding balances are settled efficiently.
1 Acknowledging and greeting the customers:
A receptionist should always greet customers with a warm smile and a friendly demeanor, adjusting their greeting based on the time of day When a customer wishes to check out, the receptionist must seek permission to begin the billing process Maintaining eye contact and providing undivided attention during the checkout ensures a positive experience for the customer.
Customers checking out with baggage must receive assistance from the bellboy at the receptionist counter If assistance is needed in the room, the bellboy will collect the baggage within 10 minutes of the departure request.
3 Enquiring for any recent charges and mini-bar consumption:
The receptionist must enquire about the mini-bar consumption and any other recent charges, like laundry, etc.
4 Presenting the information print out to the:
The goals and strategies of Huong Sua Hotel
1.1 The goals of Huong Sua Hotel
Every entrepreneur establishes specific goals to guide their business endeavors, serving as a roadmap toward achieving desired outcomes These objectives may vary depending on the current phase and unique circumstances of the business process, requiring business owners to adapt their goals to ensure optimal results.
To achieve success in the hotel industry, it is essential for hotels to develop strategic plans and set clear goals for their operations Effective management of these strategies leads to improved service quality, streamlined processes, increased customer attraction, product diversification, and maximized profits Establishing these business objectives is crucial for the hotel's future growth and success.
Huong Sua Hotel is dedicated to continuously improving its services and enhancing its reputation in Tamky City, aiming to establish itself as one of the city's premier hotels Additionally, the hotel has set specific goals to achieve in 2016 to further strengthen its position in the competitive hospitality market.
- The total of turns of customers: 13,000 turns.
- The total of days of customers: 24,000 days.
Especially, the hotel has to exploit the tourist resources to increase the hotel revenue.
1.2 The strategies of Huong Sua Hotel:
As Tamky city and Vietnam's tourism sector continue to evolve, Huong Sua Hotel has successfully addressed market demands Looking ahead, the hotel has outlined specific strategies to further enhance its offerings and adapt to the changing landscape of the industry.
In 2015, the hotel industry reported that 73% of its clientele were pure visitors, with domestic customers making up 72.76% of the total hotel guests As a result, hotels are prioritizing these customer segments by enhancing relationships with agents and launching targeted advertising and promotional campaigns to attract a larger customer base.
To attract more customers, enhancing product quality is essential for the hotel The establishment will diversify its services based on customer preferences and payment capabilities, while also improving room quality to appeal to domestic guests A well-trained staff is crucial in delivering high product quality, prompting the hotel to strengthen its workforce and recruit qualified personnel Additionally, the hotel will focus on improving labor management and increasing employee productivity, particularly among front office staff, who are vital for creating a positive first impression By refining the management structure and clearly defining responsibilities, the hotel aims to foster a more proactive and responsible team, ultimately supporting its expansion and elevating its star rating.
The hotel is committed to enhancing customer attraction and extending their stay by implementing advanced scientific and technical solutions in service delivery It will launch targeted advertising and marketing campaigns to promote its offerings and brand image in the tourism market Additionally, the hotel prioritizes timely responses to customer inquiries and requests, while adopting flexible pricing strategies to effectively meet consumer needs.
The hotel prioritizes maximizing its operations by retaining existing customers while actively seeking new clientele, particularly in the tourism sector, to maintain a steady flow of guests during the low season Additionally, the hotel is committed to researching and understanding the psychological needs of individual customers to effectively cater to their preferences and enhance their overall experience.
To achieve desired business outcomes, hotels must identify effective strategies to leverage their strengths and mitigate weaknesses in competitiveness By enhancing their competitive ability, they can attract more customers and improve operational efficiency With these strategies in place, Huong Sua aims to solidify its position and play a significant role within the national hotel chain in the future.
Suggestions
2.1 Suggestions for the performance in serving customers of the hotel
The front office staff at Huong Sua Hotel demonstrates commendable customer service; however, to enhance its appeal and establish itself as a premier hotel in Tamky City, further improvements are essential Based on insights gained during my internship, I have several recommendations to help elevate the hotel's quality and attract a broader clientele.
To create a positive impression on customers, front office staff should engage in thoughtful activities, such as organizing small birthday celebrations or presenting flowers when a guest's birthday coincides with their stay These gestures not only enhance the customer experience but also foster a welcoming atmosphere.
To enhance customer satisfaction, front office staff must prioritize confirming all customer information during the reservation process, which serves as the initial interaction between the hotel and its guests Any errors at this stage can lead to a negative first impression, potentially impacting the overall experience during their stay and decreasing the likelihood of their return in the future.
During the check-in process, it is essential for the receptionist to introduce the key hotel services, especially if guests are fatigued from their travels In such cases, providing a concise overview of the primary services is more effective than overwhelming them with excessive information Offering hotel brochures allows customers to familiarize themselves with the available services at their own pace, ensuring a comfortable and informative experience.
During the checkout process, the receptionist quickly updated customer charges; however, inaccuracies occasionally arose, negatively impacting customer satisfaction, hotel revenue, and overall reputation To mitigate these issues, it is essential for receptionists to meticulously verify customer charges, ensuring accuracy before presenting them to guests.
2.2 Suggestions for front office staff.
The front office staff plays a crucial role in the overall performance of a hotel To enhance customer service quality, it is essential for hotels to focus on improving the skills and effectiveness of their front office personnel.
The front office prioritizes customer respect by ensuring that every visitor feels acknowledged and valued Even during busy times, staff members maintain a friendly demeanor, smiling at customers to convey attentiveness and care.
The English proficiency of the concierge and restaurant/bar staff is inadequate, leading to challenges in customer service that impact both guests and the hotel To address this issue, it is essential for these departments to actively enhance their English skills Additionally, the hotel should implement a quarterly English exam to assess and improve their language capabilities.
To ensure customer requests are handled efficiently, front office staff should diligently document each request on paper This practice helps prevent forgetfulness and allows for immediate resolution or proper delegation to the appropriate department It is essential for front office personnel to prioritize customer satisfaction by confirming that all requests are addressed promptly.
Receptionists often face overwhelming workloads, which can lead to customer discomfort To address this issue, hotels should consider two solutions: first, increasing staff during peak shifts to ensure adequate coverage, and second, fostering collaboration between the receptionist and other departments, such as the security team, to assist with customer inquiries and requests This approach can enhance service efficiency and improve the overall guest experience.
To enhance the expertise of front office staff, hotels should implement various strategies, including inviting industry experts for training sessions to boost employee performance Additionally, establishing supportive policies that motivate staff, such as offering salary increases for exceptional work and showing genuine concern for their well-being, can foster a more dedicated and effective workforce.
Interns at the hotel play a valuable role by assisting with customer information, issuing room keys, and performing various simple tasks However, the hotel has not prioritized their training adequately To maximize the benefits of this workforce, it is essential for the hotel to invest more attention and resources into their training programs.
To enhance its service quality and cater to its target market, the front office staff at the hotel in Tamky should be proficient in multiple languages, including English, Chinese, Australian, and Japanese This linguistic capability is essential for positioning the hotel as a leading establishment in the region's hospitality industry.
2.3 Suggestions for the technical facilities of the hotel.
In addition to the workforce, modern technical facilities play a crucial role in enhancing customer service and overall satisfaction during their stay A well-equipped and contemporary facility not only meets customer expectations but also elevates the hotel’s luxury appeal, boosting its competitiveness in the market Consequently, upgrading and improving technical facilities is essential for attracting and retaining guests.
Established in 2013, the Huong Sua Hotel features modern and up-to-date technical facilities, with ongoing upgrades to ensure they meet the evolving needs of customers.
Conclusion
In 2015, Huong Sua Hotel experienced strong business performance, driven by its commitment to delivering high-quality services However, there remains a need for improvement in customer service to enhance overall guest satisfaction By leveraging opportunities and addressing its current weaknesses, the hotel aims to overcome challenges and establish a prominent reputation not just in Tamky city, but throughout Vietnam.
The case study on "The performance of front office staff in serving customers and suggestions for improvement at Huong Sua Hotel" highlights the critical role of front office staff in the hospitality industry, particularly in the rapidly growing tourism sector of Tamky, Quang Nam As the first point of contact for customers, these staff members must possess professional qualifications and strong communication skills Additionally, it is essential for the management at Huong Sua Hotel to foster a supportive work environment that enhances staff efficiency and performance.
With the limited knowledge and time, my study certainly will have a lot of faults I hope to receive the feedbacks of the teachers and readers to make this more perfect.