Hotel Front Office Management, 3rd Edition

THE ROLE OF THE FRONT OFFICE IN MARKETING AND SALES 361Figure 13-2. Advertising otherareas of the hotel at the front deskis an opportunity for marketingand sales to encourage profitability.(Photo courtesy of LincolnPlaza Hotel & Conference Center,Reading, Pennsylvania.)The front office manager must first consider the attitudes of the front office staff. Theseemployees have been trained and rewarded for accurate performance of clerical tasks,playing a passive role in the sales of services. How easy will it be to transform them intoactive salespeople, persuading guests to purchase additional reservations, services in thedining room and lounge, or products in the gift shop? At the outset, most front officemanagers would say this is a tall order. Established, routine habits are comfortable andTLFeBOOK