Hotel Front Office Management, 3rd Edition

14 CHAPTER 1: INTRODUCTION TO HOTEL MANAGEMENTHOSPITALITY PROFILE?Schofield, general managerof the Holiday Inn Ex-recognition, another 25 percent to 35 percent use thearrive at the Holiday Inn Express because of brandMikepress in Salem, Oregon, feels reservation system, and a final 5 percent stay at Mr.that the crux of the hotel businessfocuses on friendliness, service, and extension of keting efforts.Schofield’s hotel because of his property’s local mar-courtesy to the guest. He also stresses that a manager Mr. Schofield attended Cypress College in Cypress,California. He started in the hotel business inhas to impress the importance of extending courtesyto employees.1985 at the Riverside Inn in Grants Pass, Oregon,Most of the guests at the Holiday Inn Express are doing accounting and taxes and then serving as generalmanager. He continued his career as generaltransient leisure travelers, although some are businesstravelers. Those guests are looking for cleanliness,a good and convenient location, and amenities California; as general manager at The Inn at Ottermanager with Sea Venture Resort in Pismo Beach,such as a continental breakfast, a pool and a spa, and Crest near Newport, Oregon; and as general managerof Super 8 Motel in Grants Pass, a business center. About 60 percent of those guestsOregon.market to encompass most demographic segments. Corporations are taking advantageof the availability of these facilities for training, relocation and temporaryassignments at all levels. 15At Hilton’s Homewood Suites, the following room amenities are included: kingsizebed or two double beds in the bedroom and foldout sofa in the living room;two remote-controlled color televisions; fully equipped kitchen with a microwave,refrigerator with ice maker, coffeemaker, twin-burner stove, and kitchen utensils;a spacious, well-lit dining area; and ceiling fans and iron and ironing board. Additionalhotel services include a business center, an exercise room, and a pool. Thishotel concept also structures its room rates to attract the long-term guest.Market OrientationMarket orientation in the hotel industry is categorized into two segments: (1) residentialhotels, which provide guest accommodations for the long term; and (2) commercial hotels,which provide short-term accommodations for traveling guests.Residential properties include hotels, all-suites, limited-service, and extended-stayproperties. Services may include (but are not limited to) public dining, recreational facilities,social activities, and personal services. These hotels are usually located in center-cityand suburban areas where other activities (shopping, arts and entertainment, businessservices, public transportation) are available to round out the living experience.Commercial properties service the transient guest, whose stay is short in duration.TLFeBOOK