Hotel Front Office Management, 3rd Edition

GUEST HISTORIES 253Figure 9-6. Understay reservation report option of a PMS.Week beginning: 2/012/1 2/2 2/3 2/4 2/5No. reservations 125 54 10 5 2No. completed 125 50 7 3 1Variation 0 4 3 2 1Lost revenue 0 $480 $630 $480 $300TOTAL LOST SALES: $1,890market as well as developing well-structured direct-mail campaigns can be a very profitablemarketing strategy. Defining the market for continued business is part of a soundbusiness plan.The front office manager who reviews the registration cards and reservation cards forgroup affiliations will find potential data for development of potential guests by the marketingand sales department. Follow-up by the marketing and sales department to variousrepresentatives of organizations that have stayed in the hotel may lead to the booking offuture conventions and conferences.The constant demand for meeting facilities does not just happen. Corporate clientsthat book facility space want to be assured that all details will be handled professionally.Trust in a hotel begins with the hotel’s establishing a good track record in handling thesmall details of hospitality—efficiency in processing reservations, registrations, checkoutprocedures, and in the maintenance of clean and attractive facilities. This trust (alongwith a good room rate and adequate meeting space) increases room sales to small conferences.The guest history will also provide information about the method of advertising thathelped to secure the reservation and registration (Figure 9-7). If guest histories reveal thata large number of reservations originated with a particular travel or tour agency, thenthe marketing and sales department will want to maintain a strong relationship with thatagency and to develop relationships with other agencies within that particular point oforigin as well. FAM (familiarization) tours—complimentary visits sponsored by the lodgingproperty that host representatives of travel organizations, bus associations, social andnonprofit organizations, and local corporate traffic managers—can produce an increasein future room revenue. During these tours, representatives can see firsthand what theproperty has to offer.A lodging property that has a 70 percent corporate client market might also want toreview who makes the reservations for these business professionals at the corporate client’soffice. The administrative assistant, traffic manager, or executive secretary is probablythe person who makes the reservation. If this is the case, the lodging establishmentTLFeBOOK