INTRODUCTION

HOSPITALITY &
TOURISM
INTRO
The word hospitality coes !ro the Lati" word
hospes, which means host or guest
Hospitality
has coe to ea" #

meeting the needs of guests with kindness and
goodwill
$orld Tra%el a"d To&ris Co&"cil '$TTC(#
H & T is the world)s lar*est i"d&stry+ a"d has a
c&rre"t
a""&al *rowth rate o! ,-./ worldwide-
0y .123 it is pro4ected to *e"erate 52.-2 trillio"
Hospitality creates 4o6s+ allows eco"oies to *row+
a"d helps people e7plore the world !or perso"al
satis!actio" or 6&si"ess
8ploye"t 9 "&6er o! 4o6s
*e"erated 6y hospitality i"d&stry
:-;/ o! total eploye"t
worldwide or 2 i" e%ery 22 < 4o6s
=isitor 87ports 9 !orei*" %isitor
spe"di"* i" a" eco"oy
22-: / o! total e7ports
Perso"al Hospitality 9 ao&"t
spe"t o" hospitality 6y reside"ts i"
their co&"try o! ori*i"-
>-?/ o! total perso"al co"s&ptio"
0&si"ess Hospitality 9 ao&"t
spe"t o" hospitality !or 6&si"ess
p&rposes
US 53;. 6illio"+ pro4ected to alost
do&6le 6y .123-
Capital I"%este"t 9 hospitality
capital i"%este"st 'o"ey spe"t
i" p&6lic a"d pri%ate sectors
i"%esti"* i" hospitality I"d&stry(
>-@ / o! total i"%este"t
Ao%er"e"t 87pe"dit&res 9
spe"di"* 6y *o%er"e"t
worldwide o" hospitality i"d&stry
a"d %isitors-
@11 6illio" or @-:/ o! *o%er"e"t
spe"di"*-
Statistic'wttc( .113
The latest !i*&re pro%ided 6y the To&ris Malaysia we6site
i"dicates that the "&6er o! to&rist arri%als to the co&"try is
i"creasi"* yearly as well as the total to&rist receipts 'To&ris
Malaysia+ .121(-
Bor e7aple+ !or the year .11>+ to&ris co"tri6&ted .1-3 illio"
to&rist arri%als+ a" i"crease o! ;/ copared to the pre%io&s year-
The latest to&rist receipts re*istered !or .11> was o%er RM?@ 6illio"+
a" i"crease o! :/ copared to the sae period i" .11:-
Relatio"ship 6etwee"
Hospitality I"d&stry
A"d
To&ris
Hospitality
I"d&stry
To&ris
I"d&stry
0rai"stori"*#

=acatio" places

Bood 8ate"

Acti%ities do"e

How to *et thereC

$here did yo& stayC

$hat did yo& 6&yC

$hat to do i! yo& stay hoe i"steadC

The H & T i"d&stry is a6o&t
ser%ice
The i"d&stry pro%ides ser%ice to people whe" they are
away !ro their hoe+
a"d soeties e%e" whe" they are hoe-
The H & T i"d&stry is a6o&t
di%ersity
SiDe+ socioeco"oic+ c&lt&ral+ race+ a*e+ reli*io"
0oth i" pro%idi"* a"d recei%i"* the ser%ices
The H & T i"d&stry is a6o&t
e"trepre"e&rs
The i"d&stry is !&ll o! 6&si"esses a"d opport&"ities
The H & T i"d&stry is
cople7
The i"d&stry co%ers a wide ra"*e o! 4o6s+ locatio"s+
acti%ities a"d eco"oic 6racEets
also E"ow" as the !oodser%ice
i"d&stry+ consists of businesses
that prepare food for customers.
The number of people employed
i" !oodser%ice i"d&stry is
e7pected to do&6le 6y .12? to
appro7iately .. illio" people
'Rey"olds .@(-
There are many
opportunities for food
entrepreneurs
Also known as
accommodation, a place
to sleep for one or more
nights. Star rating hotel,
youth hotel, budget hotel,
hostel, homestay
Any activity that people do for
rest, relaxation, enjoyment. The
goal of recreation is to refresh a
persons body and mind. our
general types of recreation
business! "#T"$TA%#&"#T,
ATT$A'T%(#, S)"'TAT($
S)($T, )A$T%'%)AT($* S)($T
+usiness of moving people from
place to place while the tourism
industry provides those people
with services that promote travel
and vacations.
TRA=8L INDUSTRY# 6&sses+ pla"s+
ca6s+ 6oats+ passe"*er trai"s
T(,$%S& %#-,ST$*! tour
operators, cruise companies,
convention planners, visitors
bureaus
The H & T i"d&stry helps other i"d&stries aro&"d it *row+ th&s creati"*
a 6asis !or a" eco"oy-
I" Fto&rist tow"sG+!or e7aple+ the e"tire eco"oy is 6&ilt &p aro&"d
the H & T i"d&stry- I" places liEe this+ a lawyer is "ot directly part o! the
hospitality i"d&stry+ 6&t a lawyer that worEs !or a hotel chai" is
s&pported 6y the hospitality i"d&stry a"d a school teacher that teaches
i" this type o! co&"ity is also s&pported 6y the hospitality i"d&stry-
Shop ow"ers+ 6&si"ess pro%iders+ *o%er"e"t a*e"cies+ a"d other
ser%ice pro%iders all rely o" the to&ris to 6ri"* people i"to their
6&si"esses-
Other+ "o"Hto&rist 6ased eco"oies also rely o" the H & T i"d&stry !or
*rowth-
Bor e7aple+ a" a*ric&lt&re co&"ity that raises lots o! 6arley ay
s&pply &ch o! their crop to alcohol a"&!act&ri"*+ which i" t&r" is
ser%ed i" the !oodser%ice sector o! the H & T i"d&stry- A"other e7aple
wo&ld 6e a M-D- that specialiDes i" orthopedic s&r*ery a"d li%es i" a
tow" where a"y i"4&ries are d&e to recreatio"al acti%ities-
Ultiately+ a"y tow" with a hotel+ resta&ra"t+ or recreatio"al acti%ity is
a!!ected 6y a"d eploys people i" the hospitality i"d&stry-
The a6ility to ser%e people !ood+ *i%e the a place to sleep+ a"d pro%ide
the with e"tertai"e"t is the 6acE 6o"e
o! a"y eco"oies the *lo6e o%er-
T
h
e
y

a
l
l

"
e
e
d

!
o
o
d
Coercial Cateri"*
Beedi"* the $orld

Coercial cateri"* is part o! the hospitality i"d&stry has

two 6&si"ess sides H the !ood ser%ice a"d cateri"*
eI&ipe"t s&ppliers-

The cateri"* 6&si"ess is also coprised o! a %ariety o!

di!!ere"t types o! or*a"iDatio"s ser%i"* &ltiple i"d&stries
i"cl&di"* a%iatio"+ ed&catio"+ a"d recreatio"-

Accordi"* to the U-S- 0&rea& o! La6or Statistics+

accoodatio" a"d !ood ser%ices aEes &p a6o&t :-2
perce"t o! all eploye"t a"d was e7pected to realiDe 2:/
6etwee" .11. a"d .12.-

There are :-; illio" worEers eployed i" the

accoodatio" a"d !ood ser%ices i"d&stry a"d caterers
coprise a6o&t two perce"t o! these worEers-
O%er%iew
$aitress i" the SEy

The airli"e !ood ser%ices 6&si"ess *e"erates appro7iately 53

6illio" dollars i" re%e"&e each year-

Aate Ao&ret is o"e o! the world)s lar*est i"depe"de"t

pro%iders o! airli"e cateri"* ser%ice pro%iders ser%i"* ore
tha" .?1 airli"e c&stoers-

$ith *lo6al headI&arters located i"

Resto"+ =A+ Aate Ao&ret *e"erates 5.-,
6illio" i" a""&al re%e"&e a"d ser%es o%er
.11 illio" eals each year-

LSA SEy Che!s+ i"itially created 6y

Aerica" Airli"es i" 2>,. a"d E"ow" as
SEy Che!s+ is a 211/ s&6sidiary o!
L&!ta"sa that part"ers with .;1 airli"es
a"d prepares appro7iately @:; illio"
eals each year-
School L&"ches

Accordi"* to the US Departe"t o!

A*ric&lt&re+ i" .113+ there were o%er ?
illio" eals ser%ed i" a school setti"*-

A""&ally+ the !ederal *o%er"e"t spe"ds

o%er 521 6illio" to pro%ide !ood ser%ices
to schools-

The stro"* !oc&s o" decreasi"* the

o6esity epideic pro%ides a stro"*
o&tlooE !or coercial caterers who
ser%ice the ed&catio"al co&"ity-

Pro%idi"* healthier eals to the school

childre" will res&lt i" caterers passi"*
alo"* hi*her !ood a"d preparatio" costs
to the i"stit&tio"s they ser%ice-
Special 8%e"ts

8%e"t Cateri"* i"cl&des e%erythi"* !ro

corporate o&ti"*s a"d co"%e"tio"s to
weddi"*s-

$eddi"*s o!te" acco&"t !or "early @,/ o! a

caterer)s a""&al re%e"&es-

Locatio"+ dJcor+ a"d !ood I&ality a"d

preparatio" are three o! the priary i"!l&e"ces
i" the selectio" o! a locatio" !or a" e%e"t-
Special 8%e"ts

8sta6lishe"ts who o!!er

cateri"* ser%ices o!te" rely
o" their relatio"ships with
other third party %e"dors+
s&ch as ta6le re"tal a"d
li"e" %e"dors+ !or the
a4ority o! their cateri"*
6&si"ess-

Accordi"* to o"e se"ior

cateri"* a"a*er i" Las
=e*as+ there has 6ee"
si*"i!ica"t *rowth+ soe
caterers realiDi"* o%er
211/+ i" the cateri"*
6&si"ess si"ce .111-
TaEe Me O&t to the 0all Bield

0allparE cateri"* is a
lar*e copo"e"t o! the
cateri"* i"d&stry- O"e o!
the lar*est players i" 6all
parE cateri"* is
Ce"terplate with re%e"&es
o! o%er 5311 illio"8%e"t
Cateri"* i"cl&des
e%erythi"* !ro corporate
o&ti"*s a"d co"%e"tio"s
to weddi"*s-

Ce"terplate pro%ides
cateri"*+ co"cessio"s+
a"a*ee"t a"d
ercha"dise ser%ices !or
appro7iately 2@1 North
Aerica" %e"&es-
TaEe Me O&t to the 0all Bield

Ce"terplate)s approach to 6allparE

co"cessio"s di!!ers !ro a"y i"
that it i"corporates aspects o! the
local i"stit&tio"s i"to its !ares- I"
Sa" Bra"cisco+ Ce"terplate has
part"ered with Ahirardelli Chocolate+
The Sti"Ei"* Rose a"d Aordo"
0iersch 0rewery to aEe !a"s !eel at
hoe-

The Le%y Sports a"d 8"tertai"e"t

Aro&p is a"other sports a"d
e"tertai"e"t %e"&e caterer that
ser%es a"y lar*e %e"&es i"cl&di"*
Chica*o)s $ri*ley Bield a"d U-S-
Cell&lar Bield as well as I"dia"apolis)
Co"seco Bield a"d Lo&is%ille)s
Ch&rchill Dow"s-
Cateri"* 8I&ipe"t

Cateri"* eI&ipe"t is de!i"ed as Eitche" eI&ipe"t that

ca" ser%e at least ?11 people d&ri"* o"e shi!t or co!!ee shop
eI&ipe"t-

Cateri"* eI&ipe"t arEet is a!!ected 6y *rowth i" other

arEets i"cl&di"* a%iatio"+ oil a"d *as+ hospitals+ shippi"*+
railway+ ed&catio"al e"tities+ a"d i"d&stry-

D&ri"* .11,+ 8*ypt alo"e realiDed the additio" o! ?11 co!!ee

shops co"tri6&ti"* to the risi"* dea"d o! cateri"*
eI&ipe"t- It is e7pected that this se*e"t o! the cateri"*
eI&ipe"t i"d&stry will *row 6y .1/ o%er the "e7t !i%e
years-

Accordi"* to a" i"d&stry sector a"alysis report+ ,1/ o! the

e"d &sers o! cateri"* eI&ipe"t are hotels a"d resta&ra"ts-
Cateri"* 8I&ipe"t
Cate*ories o! Cateri"* 8I&ipe"t 8"d Users
a"d Perce"ta*e o! the MarEet
Category % of Market
Hotels & Restaurants 40%
Coffee Shops 30%
Oil & Gas Inustry !0%
"a#tories $%
%&iation 3%
'u#ational 'ntities 4%
Hospitals (%
Rail)ay (%
Others (%
Cateri"* to the B&t&re

Accordi"* to Dr- Mar%i" Cetro"+ a pro!essio"al !orecaster o!

*lo6al tre"ds+ the hospitality i"d&stry is e7pected to realiDe
stro"* *rowth i" the years ahead d&e to *reater disposa6le
i"coe a"d i"creased i"ter"atio"al tra%el-

I"ter"atio"ally+ the cateri"* 6&si"ess !or U-S- s&ppliers has

*reat pote"tial- As "ew to&rist spots are esta6lished+ the
dea"d !or coercial caterers will co"ti"&e to *row-

The de%al&atio" o! the U-S- dollar i" soe !orei*" co&"tries

p&ts Aerica"H6ased cateri"* 6&si"esses at a copetiti%e
ad%a"ta*e-
Ad%ertisi"* Strate*ies

0eca&se o! the iporta"ce o! locatio"+ dJcor a"d !ood

I&ality a"d preparatio" !or the special e%e"ts i"d&stry+
caterers sho&ld di!!ere"tiate thesel%es thro&*h the
i"cl&sio" o! these I&ali!icatio"s i" their ad%ertisi"*
strate*ies-

Caterers who ser%ice ed&catio"al e"tities sho&ld

i"corporate healthy optio"s i"to their cateri"* e"&s a"d
the" i"corporate this i"!oratio" i"to their sales aterials
i" order to tar*et ed&catio"al !acilities co"cer"ed with poor
eati"* ha6its o! st&de"ts-

Caterers who ser%ice sports a"d e"tertai"e"t cople7es

sho&ld co"sideri"* a cateri"* approach that le%era*es
local !are i"to their cateri"* e"&s to e"co&ra*e wordHo!H
o&th ad%ertisee"t 6y satis!ied co"s&ers-

Cateri"* eI&ipe"t s&ppliers sho&ld seeE i"ter"atio"al

opport&"ities !or e7pa"sio" 6y i"corporati"*
ad%ertisee"ts !or i"ter"atio"al p&6licatio"s i"to their
o%erall ad%ertisi"* strate*y-
Ad%ertisi"* Strate*ies
The a"swer
is three
siple
reaso"sK
$HY T=C
*our #usto+ers an potential
#usto+ers use it , &ie)ing
aily for long perios of ti+e-
!-
./0s attri1utes of sight2 soun2 +otion
an e+otion let you 1est
#o++uni#ate your +essage to
these people-
(-
.ele&ision )orks in ollars
returne3
3-
$HY T=C
Ree6er+
O"ly tele%isio" ca"
*i%e yo&#
The ri*ht essa*e
To the ri*ht people
At the ri*ht tie
I" the ri*ht placeK
$HY T=C
8HarEeti"*
8Hprootio"
Tar*et *ro&ps
Plat!ors
strate*ies
I"ter"etC
C
La6ata" Pera"*Eaa" Malaysia
0a"ci eEo"oi .122
PerEhidata" Materi"*
PerEhidata" Eateri"* era"*E&i aEti%iti Eateri"* aEa"a" da"
perEhidata" aEa"a" lai" seperti Ea"ti" di seEolah+ hospital da" Eila"*
0ila"*a" peEer4a yang terli1at
ala+ akti&iti ini aalah sera+ai 4324!5
orang- 6aripaa 7u+lah ini2 sera+ai 582889
orang atau 44-( peratus +erupakan
peker7a 1erga7i2 se+entara pe+ilik yang
1eker7a2 rakan niaga aktif an peker7a
keluarga tiak 1erga7i aalah sera+ai
!82448 orang atau ((-$ peratus-
L&lah *a4i & &pah yang telah i1ayar
paa tahun (0!0 aalah se1anyak RM0-5
1ilion- :atering +akanan +ena)arkan
purata ga7i tahunan yang le1ih tinggi
engan nilai RM!020$9 1er1aning akti&iti
perkhi+atan +akanan lain se1anyak
RM92(49 ;<aual 4-!=-
PerEhidata" MaEa"a"
8pat I"d&stri # restora" da" restora" ya"* 4&*a Eela6 ala
Ea!eteriaNEa"ti"-
restora" aEa"a" se*era
Aerai MaEa"a"
0ila"*a" peEer4a yang terli1at ala+
akti&iti ini aalah sera+ai 54(295( orang-
6aripaa 7u+lah terse1ut2 38$2!50 orang
atau 84-$ peratus +erupakan peker7a
1erga7i2 se+entara pe+ilik yang 1eker7a2
rakan niaga aktif an peker7a keluarga
tiak 1erga7i aalah sera+ai !442$0( orang
atau 3(-( peratus
L&lah *a4i & &pah yang telah i1ayar
paa tahun (0!0 aalah se1anyak RM4-0
1ilion- >eker7a yang terli1at ala+ restoran
+akanan segera +eneri+a purata ga7i
tahunan se1anyak RM!!25!02 se+entara
peker7a yang terli1at ala+ restoran an
restoran yang 7uga kela1 +ala+
+e+peroleh RM!!24!4
setahun ;<aual 4-!=-
PerEhidata" Mi"&a"
Ti*a I"d&stri # Medai Mopi
tepat i"&a" lai" spt EiosE e"4&al i"&a"
p&6+ 6ar+ disEo+ co!!ee ho&se+ r&a"* EoEtel da" EaraoEe
0ila"*a" peEer4a yang terli1at ala+ akti&iti ini
aalah sera+ai 8424$$ orang- 6aripaa 7u+lah
ini2 sera+ai 432449 orang atau 84-4 peratus
+erupakan peker7a 1erga7i2 se+entara pe+ilik
yang 1eker7a2 rakan niaga aktif an peker7a
keluarga tiak 1erga7i aalah sera+ai (!2039
orang atau 3(-8 peratus-
6aripaa keseluruhan inustri ala+
perkhi+atan +akanan an +inu+an2 purata
ga7i tahunan 1agi setiap peker7a yang ita)arkan
oleh pu12 1ar2 isko2 coffee house, ruang koktel
an karaoke +erupakan yang tertinggi engan
reko se1anyak RM!32!34 ;<aual 4-!=-