UNIT 5 - THE GUEST

Customer care in hospitality industry

Customer service is the backbone of any industry, especially the service industry. Customer service is
the provision of service to customers before, during and after a purchase. Customer service is required
for satisfying the customer. Customer satisfaction is important to a business because satisfied
customers are likely to be loyal, make repeated orders and use a wide range of services offered by a
business.

Who is a customer in hotel?

Hotel Guest- The person availing the services and facilities of hotel in return of payment. There are
different types of guests and can be classified according to their:

Trip purpose pleasure or business travellers

Numbers independent or group travellers
Origin local or overseas travellers

1. Leisure / Pleasure travellers: They are individuals who travel to engage in leisure activities,
outdoor recreation, relaxation, visiting friends and relatives or attending sports or cultural
events.
2. Corporate business travellers: They are individuals whose frequent bookings are usually
made by companies with reduced room rates.
3. Business travellers: They are individuals who travel to conduct business, attend business
meetings or workshops, and engage in selling or purchasing products.
4. Free independent travellers (FITs): They are sometimes referred to as "foreign independent
travellers". FITs are international tourists who purchase their own accommodation and make
their own travel arrangements.
5. Group inclusive tours (GITs): Tourists who travel together on package tours with
accommodation and sometimes meals which are booked through travel agencies. Group
tourists tend to spend less and budget their spending allowance.
6. Conference participants: Individuals who travel to attend conference and whose
accommodation is usually reserved by himself/herself, his/her company or a conference
organiser before their arrival.
7. Very important persons (VIPs): Very important persons may include celebrities, frequent-stay
guests, guests in expensive rooms, guests with security risks and top executives from
companies.
8. Incognito: They are guests who stay in a hotel with concealing identities so as to avoid notice
and formal attention.

9. Domestic Traveller : A Domestic Traveller is any person residing in a country who travels to
a place within the country, outside his or her usual environment within a limited period within
a year for pleasure and recreational purposes.
10. International Traveller : Any person who travels to a country other than that in which s/he
has his/her usual residence but outside his/her usual environment for a period not exceeding
12 months and whose main purpose of visit is other than the exercise of an activity
remunerated from with the country visited, and who stay at least one night in a collective or
private accommodation in the country visited.
11. Family Traveller : A family consists of a husband, wife and upto two children under the age
of 12 years in hotel parlance.
12. Single Travellers :These are adults who travel singly.
13. Special Interest Group ( SIG ) : These are those who are focused on one aspect of travel
based on their personal interest. It could be adventure sport, fishing, architecture or even bird
watching.

What are the needs of customers?

1. Cleanliness: This is an absolute must. Hotels, not matter whether a Red Roof Inn or a
Bulgari resort, need to uphold the highest cleanliness standards ensuring clean public
spaces, bathrooms, bedrooms and amenities. An important initiative, recycling, while
key, must not give way to a lack of hygiene and hotels must ensure that all staff
maintains the highest level of cleanliness throughout the property.
2. Adequate safety/security : A hotel serves, for many, as a home away from home.
With that comes a hefty expectation for the most diligent safety and security
measures. Many hotels are now focusing on providing personalized safety and
security measures for different guest profiles such as women, children and the elderly.
This aspect again permeates all hotel categories and cannot be compromised on.
Technology is now playing an increasing role in providing better safety, however
some guests still place more importance on the human element.
3. Internet: Guests who visit any and all types of hotels demand some level of internet.
Hotels who position themselves as business hotels must offer the highest level of
internet, along with technology connectivity and flexibility. Furthermore, at many
hotels if not all, guests expect internet to be a complimentary amenity. For some, it's
as necessary as breathing air.
4. Bed Comfort: At the end of the day, a hotel serves a very basic need. A place to rest
your head. That rest can only be had if the bed is of good quality, is clean, well
maintained, and well-designed. Technology todays allows for a plethora of bed types
from the adjustable bed, box bed, air bed, etc. The bed also needs to be well
positioned in the room to allow proper circulation. Some hotels take the liberty of
being creative with the pillow and blanket offerings, which is great as long as the
guest feels comfortable with the choice available to them.
5. Bathroom Plumbing: The reason this is highlighted as "plumbing" as opposed to
just a "good shower" or "hot water" is because this concerns the entire bathroom. Hot
water is of no use if it is just trickling down and lack of proper water flow from the
sink and toilet is a significant burden and inconvenience to any guest staying in any

hotel category. All guests should expect clear potable water, proper and continuous
hot running water in the shower, flowing water in the sink and toilet, and no leaks.
6. Attentive Phone Answering: We all know hotels have a standard "answer the phone
in three rings." Unfortunately, this does not happen as often as we would like and if it
does, sometimes it is just to an agent who does not have the information but is rather
there to just answer the phoneso on to another transfer! No matter what the hotel
classification, the property must assign a qualified agent who is able to effectively
and efficiently answer a guests questions and concerns or refer them to the
appropriate department only if absolutely necessary.
7. Lighting: This is a pretty big issue across a lot of hotels. Most dont offer adequate
lighting in the hotel rooms and it is a hassle for all guests across the board. From
bathroom lighting to bedside lamps, hotels need to offer adequate lighting as it serves
to enhance the guestroom experience and provide a sense of security.
8. Aroma: Upon entering a hotel and the hotel room, the smell of the property
significantly impacts the first impression of the stay. Guests are often sensitive to
newly created hotel "signature" scents or stale smells from carpets and bathrooms,
which can considerably impact the guests perception of the quality and cleanliness of
a hotel.
9. Simple, tasty food: The availability of F&B outlets varies based on the hotel service
level. However, certain offerings such as a hot, convenient breakfast are a basic
offering that really adds to a guest experience. Even starting hotel categories could be
conveniently located next to an all-day diner, which caters to hotel guests. Access to
an efficient, affordable and tasteful breakfast is almost always a plus and a must for
hotel guests.
10. Check-in/Check out: Nowadays, a front desk check in/out experience varies greatly.
From pod check-ins to a personalized iPad check-in, the initial welcome to a hotel is
constantly evolving. While these advances and changes are exciting and unique,
hotels need to stay focused on certain elements of a check-in/check-out process that
really impact a guest stay.
a) Clear direction : A guest should know what to do or where to go when they enter the
hotel or come down to the lobby
b) Convenience : Whether it is an iPad or a front desk agent, a guest should have
immediate access to a source to handle their check-in/check-out and be able to sort
any billing issues out promptly
c) Consistency: No matter what the process of interaction, the hotel must be able to
offer the exact same experience every single time so that the guest develops a sense
of comfort and confidence with the hotel.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.

The physical product or service of quality

A welcoming environment
A clean environment
Efficiency and patience of the staff serving them
Honesty and fair treatment
Attention to individual needs
Courtesy and warmth
Feeling of importance
Reassurance and security
Being kept informed

21. Action-orientation
22. Speed in service
23. An invitation to come again

What are benefits of satisfied customer?

Returns back to the hotel in his next visit i.e. loyalty

Recommends hotel to his/her friends and relatives
Avails other services and facilities in hotels thus increasing revenue for hotel
Appreciates the hotel staff

What are the types of complaint by customers?

Staff was rude

The service promised was not delivered
Delay in delivering the service

What is the impact of complaint?

Losing the customer

Losing the opportunity to serve the customer
Bad name for organization
Negative publicity

How to handle complaint?

Provide customers with the opportunity to complaint

Give full attention to customer
Listen carefully and completely
Agree that problem exists; never disagree or argue
Apologize
Resolve the complaint
Thank the customer for bringing complaint to your attention

Types of Rooms
The size and furnishing of a room solely depends on the type of the hotel and the classification of
rooms.
1. Single Room- A single room has a single bed for single occupancy. It is a standard room
having a dressing-cum-writing table.
2. Double Room- It is a room with one double bed meant for two people. It is a standard room
having a dressing-cum-writing table.
3. Twin Room- A room with two single beds meant for two people having only one bedside
table or a lamp between the two beds.

4. Deluxe Room : This room is well furnished, carpeted and more suitable for single persons
and small families. Deluxe Rooms are available with Single and Double beds.
5. Hollywood Twin : It is a room with two single beds and one single headboard meant for two
people. When need arises, the two beds can be bridged together to make it appear as a double
room.
6. Cabana- A room adjacent to the pool area, with or without sleeping facilities. Cabana is
generally a shelter on a beach or at a swimming pool used as a bathhouse. But now some
hotels provide cabana with contemporary beauty, comfort, protection and privacy with all
basic facilities alongside the swimming pool, on the beach, in the garden and in any lounging
area to individual guests for occupation. The rent for cabana is usually less as they would not
have luxurious dcor.
7. Lanai- This is a room with a balcony which generally overlooks a garden, waterfall or any
other such element of scenic beauty.
8. Pent House- It is a luxurious furnished room situated exclusively on the top floor of the
hotel. It might be accompanied by a swimming pool or tennis court etc.
9. Suite- It is a set of two interconnected rooms out of which one is used as a bed room while
the other is used as a living room. It may also contain a bar, more than one bathroom and a
kitchen. A suite in a hotel mostly denotes a class of luxury rooms. Suites offer more space and
furniture than a basic hotel room. In addition to the standard bed and bedroom fixtures, a suite
will typically add a living room, usually with a couch that folds into a bed. Dining, office and
kitchen facilities are also added in some suites. Many large hotels have one or more
"honeymoon suites", and sometimes the best room is called the "presidential suite". Some
hotels now offer only regular suites. Regular suites are particularly aimed at business travelers
who would both appreciate additional space and may use it to host small meetings or entertain
guests.

10. Duplex: A set of rooms not on the same level but it is connected by an internal staircase.
Generally, the parlour is at the lower level and the bedrooms are at the upper level.
11. Pentouse Suite :A penthouse suite is mostly on the highest floors of hotel building.
Penthouses are typically differentiated from other rooms by luxury features. A penthouse suite
may also provide occupants with private access to the roof space above the suit, instead of or
in addition to terrace space created by an adjacent sit back.
12. Parlour- A living or sitting room not used as the bedroom. It is also called saloon and is
found in some parts of Europe. A parlour is a room equipped and furnished for a special
function or business. It is generally a lavishly decorated room with more facilities like bar,
pantry, massage. Usually the room is sold on hourly basis.
13. Studio- The studio room is the room for the guest with option of self catering. It has a queen
size bed, air conditioning, fan and screens. There is also a dining area and a seating area.
14. Executive Room : It is larger bedroom with a sitting area provided with chairs and usually
sofa. There is a dressing table as well as a writing table.
15. Interconnected Rooms : Two rooms adjacent to each other having an interconnecting door
allowing entry from one room to another, without having to go through the corridor. The
interconnecting doors can be opened or locked as per the guests choice.

16. Efficiency Room : It is a room with some kitchen facilities found in motels and residential
hotels.
17. Triple room: meant for 3 persons

18. Quad room: for 4 persons

19. Sico Room : Sico room is a smart solution to space efficiency. Sico rooms usually have
special beds which can be folded according to the guests need. Guests get a meeting room by
day and a sleeping room by night, with the comfort of a real mattress. With most meetings
today consisting of ten people or less, Sico rooms offer the flexibility to accommodate small
meetings without tying up large meeting rooms.
20. Adjoining room: are rooms next to each other, but not necessarily communicating
21. Corner room: an outside room on the corner of the building having two exposures
22. Siberia: jargon for a very undesirable room, one sold only after the house fills and then only
after the guest has been alerted to its location and condition
23. Twin double room: two double beds meant for 4 persons i.e. families.
24. Junior suite: one large room sometime with half partition furnished as both parlor and bed
room.
25. Physically challenged room: it is the room meant for handicapped person.

Figure - Types of Rooms