PART 1: THE TOURISM AND HOSPITALITY INDUSTRY AND ITS EVOLUTION

LESSON 1: HISTORY OF TRAVEL

INTRODUCTION

Human mind has an innate bent towards travel. Since the earliest stages of human evolution, man has had the
desire to travel spurred by the need for survival. People lived by hunting, fishing and gathering wild plants. People travelled
on foot and carried their infants and belongings strapped to their heads and backs. Load too heavy for one person was
strapped on a pole and carried by two people. Soon people learnt the value of dragging things on poles and sledges made
of poles and raw hide.

By the 10,000 B.C., people had lived as tribes and migrated from place to place for the proverbial “greener
pastures” where they developed settlements. Middle-Eastern tribes developed agriculture. They learnt how to grow
plants from seeds. They also domesticated many wild animals of which horse, donkey, ox, cow, and dog turned out to be
most useful for the farm work. Trade developed among various settlements as a means of access to those goods not found
in a particular settlement. This created the need for better transportation. By developing harnesses the domesticated
animals were also used to pull sledges for trade.

While trade was a good reason to travel, so was military movement to vanquish other tribes for the influence over
larger lands. Military travel was made possible by the horse which was truly developed as a sturdy animal for travel over
long distances. By 5,000 B.C. people began to develop water transportation. They built canoes, dugouts and rafts and
propelled them by paddle or poles used in rivers, streams and lakes.

The development of the wheel around 3,000 B.C. in Mesopotamia gave a major push to the humankind when they
developed carts pulled by oxen and other mobile transport to carry people and goods. Wheeled vehicles reached other
civilizations later --- to India by 2500 B.C. to Europe by 1400 B.C. and to China about 1300 B.C. The first spoke wheels were
developed, mainly for chariots of war, pulled by horses, around 2000 B.C. and 1500 B.C.

The Egyptians developed sailboats around 3200 B.C. leading to trade between civilizations. By 3000 B.C., the
Egyptians developed sturdier sailing vessels able to sail further to Arab and Mediterranean states for conquest and
exploration.

By 1600 A.D., horse drawn wagons hauled people and goods locally. The first intercity stagecoach travel was
between London, England and Edinburgh, Scotland, (a distance of 631 km.) solely for the purpose of paid passenger traffic
in 1640 A.D. they completed journeys in stages giving the wagons its name.

During the late 1400 A.D. and the 1500 A.D. the development of the rudder, triangular sails and the mariner’s
compass helped navigation and distant travel.

The industrial revolution in the eighteenth century gave a giant leap to travel. Steam engines developed by English
investors in 1700 A.D., not only powered steamships but also helped in creating other modes of transportation such as
the locomotive, motor car and the airplane in later years. The first commercially viable railroad began service in England
in 1825 A.D.; steamboat in the US in 1807 A.D. and steam ships in 1800 A.D. steam transportation lowered costs of travel
bringing commerce, trade and travel to the common man. The first steam car was invented in 1770 A.D. by Nicolas Joseph
Cugnot of France followed by the automobiles with internal combustion engine by Jean Joseph Etienne Lenoir of France
in 1860 A.D. Soon automobiles became household possessions. In 1903 A.D., Orville and Wilbert Wright developed the
airplane. This changed the way people travelled and paved the way for commercial air travel by 1919 A.D. It was not till
late 1950s that we saw humankind making giant leaps into space paving the way for permanent space travel in the 21st
century.
SUMMARY

To travel is a nature desire of human beings. This comes from an urge to explore for better living conditions and
to gain knowledge. Since the early tribes who travelled by foot, humankind has made vat tribes in the modes of travel
with ingenious inventions like the automobile, train and airplane, apart from many others. The purpose of travel moved
from pure survival needs to wider reasons such as a business, sports, exploration, etc. the hospitality industry will continue
to prosper as long as globalization keeps on shrinking the distance thereby making access easier to all parts of the world.

REVIEW QUIZ

1-10

Lesson 2: ROLE OF TOURISM

INTRODUCTION

TOURISM is the act of travel away from home, mostly for the purpose of recreation or leisure.

RECREATION is the use of time in a non-profitable way. It is a therapeutic revitalization of the body and mind. It is more
active in a refreshing and diverting manner.

LEISURE is a form of passive entertainment or rest.

Pre-requisites for a tourist:

1. Disposable Income i.e. money to spend on non-essential items like leisure.

2. Leisure time i.e. time away from work for passive pursuits.
3. Tourism Infrastructure, to support recreation and leisure activities, like transport, accommodation, amusement
centers, etc.

The United Nations in 1994 classified tourism in 3 categories:

1. Domestic tourism involving residents of the given country travelling within the country only.
2. Inbound tourism involving foreigners (non-residents), travelling into a given country.
3. Outbound tourism involving residents travelling to another country.

Role of a Tourism Department

Tourism is usually driven by the federal government of each country because of the many benefits it gives to a state, in
as much as it:

 Promotes the country

 Generates revenue for the exchequer
 Provides mass employment
 Spawns or supports several industries like transport, hospitality etc.
 Protects flora and fauna
 Protects and maintains heritage spots
 Preserves the eco-system
 Stimulates infrastructure building like telecommunications, roads, rest-stops, etc.
 Promotes local arts and handicrafts
Tourism Department aims to foster improved coordination and cooperation across government agencies and provides a
high level of strategic advice to the Tourism Minister and the Director General on key issues relating to the governments
relationship with the tourism industry.

The department’s role in developing tourism includes:

 Promoting around the world, a nation’s tourist interests.

 Creating an infrastructure to encourage and sustain tourism.
 Introducing and maintaining tourism technology in the development of tourism.
 Representing the tourism industry in various national forums
 Initiating tourism projects that will stimulate revenue to the exchequer and encourage employment.

Tourism technology is a new focus of tourism efforts in keeping with the times. It uses information technology to
administer and promote tourism. It encompasses all social, cultural, managerial and value-adding activities of the tourism
industry. Tourism technology helps to:

 Integrate the various fields of tourism

 Create statistics for information and decision making
 Create a base for managerial and socio-cultural know-how
 Promote skills that can be used for tourism design
 Market various tourism products
 Coordinate the human resources employed in tourism
 Provide tourist information

WHY DO PEOPLE TRAVEL?

In earlier times humans travelled to survive and later to trade with each other. People later travelled mostly for
trading, military campaigns, religious reasons and in some pockets, for sports. The purpose of travel has changed
dramatically in modern times. Some of the popular reasons for travel are given below:

1. Sightseeing
2. Leisure
3. Sport
4. Adventure tourism
5. Special interests groups
6. Shopping
7. Business
8. Governmental
9. Education
10. Reunions
11. Pilgrimage

SIGHTSEEING is a strong reason for travel. With disposable income people seek to connect with other nations to
understand cultures. From this need, two popular types of tourism emerge (a) Cultural Tourism and (b) Heritage Tourism.

a. Cultural Tourism is concerned with a country’s or region’s culture, especially its arts.it generally focuses on
traditional communities who have diverse customs, art and distinct social practices which distinguish them from
other cultures.
 b. Heritage Tourism is a branch of cultural tourism that showcases the cultural heritage of the past. Heritage
attraction play an important role in tourism as people most likely would have been introduced to them in school.

Importance of Cultural and Heritage Tourism:

 They help a positive economic and social impact;

 They establish and reinforce identity;
 They help preserve the cultural heritage;
 They facilitate harmony and understanding among people; and
 They support culture and help renew tourism.

LEISURE is a strong motivation in a highly stressed work life. People just want to put up their feet and relax. A major
attraction in leisure travel is the weather. Some like cold weather found in the mountains while others find the warmth of
sea beaches attractive.

SPORT has become a huge industry where travel is common for sportsperson and their fan following. Huge championships,
World Cups and Olympic Games are well organized to make a traveler enjoy the sport of his or her choice.

Adventure sport is a billion dollar industry that includes white river rafting in Himalayan rapids or falcon hunting
in Kandahar.

ADVENTURE TOURISM is a type of niche tourism involving exploitation or travel to remote, inaccessible and possibly
hostile areas where the traveler can experience the unexpected. It may include the performance of acts that require
significant effort and grit and may also involve some degree of risk.

Some popular adventure tours in present times include:

 Mountaineering expeditions
 Trekking
 Bungee jumping
 White river rafting
 Rock climbing
 Backpacking
 Extreme tourism
 Desert safaris
 Educational field trips
 River trekking
 Jungle safaris

SPECIAL INTERESTS GROUPS are those who travel in pursuit of their hobby. This is an ever increasing source of tourism.

SHOPPING is a major attractions for anyone visiting new places. Basically people gather mementos of their visits by buying.
It has taken a new dimension with modern electronic domestic and commercial wares.

BUSINESS as a purpose for travel has from ancient times been a strong motivator.

GOVERNMENTAL TRAVEL has become important to foster better understanding and trade between nations. To maintain
diplomatic relations countries need to have a constant travel to keep in touch and to help each other in the progress of
mankind.

EDUCATION as a reason for travel was a state sponsored tradition throughout the ancient times.

REUNIONS are a major reason for travel with people working in other countries due to global opportunities of
employment, the return home for family reunions is a strong motivation.
PILGRIMAGE in religion and spirituality it is a long journey or search of great moral significance. Sometimes it is a journey
to a place or shrine of importance to a person’s beliefs and faith.

TOURISM ACTIVITIES

To create the opportunities for recreation and leisure, the tourism promoters get tourists with by offering the following
attractions:

 Amusement parks
 Aquaria
 Art museums and galleries
 Beaches
 Casinos
 Castle and forts
 Forests
 Garden and parks
 Heritage railways
 Hiking trails
 Historic houses and palaces
 Lakes
 Monasteries, cathedrals, temples and shrines
 Monuments and memorials
 Mountains
 Museums
 Nature reserves
 Restaurants
 Roadside attractions
 Ski resorts
 Spas
 Waterfalls
 Zoos

SUMMARY

Tourism is a viable revenue earner for a nation’s GDP. People like to travel and are constantly looking for places
to experience and learn as also for recreation and leisure. Tourism is led by the government who creates such conditions
to make travel easy. The move is to have tourism that does not damage nature and create such activities and programs to
enhance nature.

REVIEW QUIZ

1-10
LESSON 3: TOURISM INFRASTRUCTURE

Tourism depends heavily on infrastructure, which is generally a complex system of interconnected structural
elements to make travel possible.

INFRASTRUCTURE is largely financed by the government because it requires huge investments that only a state can budget
for.

Different Components of the Tourism Infrastructure:

 Accommodations – important part of tourism infrastructure because any traveler will need a bed to sleep at the
end of the day.
 Airlines And Airports – each government sees the potential of world tourism and wishes to have a slice of it.
Airlines bring inbound tourists into the country.
 Archaeological Department –is a government arm that preserves and maintains heritage sites such as ancient
palaces, forts mausoleums, memorials etc.
 Bridges – are structures to facilitate surface communications across impossible terrains.
 Customs – is an important security wing of government at airports and surface transport terminals to protect a
country from the illegal traffic of banned goods like drugs, animal skins, arms etc.
 Duty free shops – foreign and domestic goods are exempt from local excises making theses goods cheaper than
those in the local market.
 Emigrations – an important component of any travel outside one’s country.
 Emporiums – sell the local handicrafts of the nations.
 Entertainment – a huge arena of activity for every kind of taste.
 Exchange bureaus – convert foreign currency into local currency and vice versa for travelers and issue an exchange
certificate required by many countries from their citizens.
 Food and beverage establishments – food services are implicit to travel. Tourism provide both state sponsored
and private food facilities to meet any taste and budget.
 Health facilities – required for the care of travelers
 Highways – a term commonly used in United States to designate major roads intended for travel by the public
between important destinations.
 Left luggage facility – are found at airports, surface transport terminals and hotels to enable guests to travel
upcountry without having to haul their heavy baggage.
 Museums – are a great attraction to all travelers especially for their exhibits of rare collections and their
educational value.
 Natural resources – they attract tourists in numbers and many countries capitalize on this.
 Power generations – is vital to feed electrical and electronic machines that have become part of our everyday life.
 Public works – are those constructions that improve the infrastructure to boost the economy of state.
 Telecommunications – is the transmission of signals over a distance for the purpose of communications.
 Tour guides – are qualified professionals who lead tourists around a town, museums, or other tourists sites, or on
longer tours in an established circuit requiring “guided tours”.
 Tourist attractions -
 Tourist offices – are another component of tourism infrastructure.
 Transportation – includes roads, railways, airways, and waterways; terminals and vehicles.
 Travel agencies – an important aspect of any tourism activity is the role of tour operators and travel agents who
put travel together.
 Water resources - sources of water that are useful to humans
SUMMARY

One can see how complex a tourism infrastructure is and huge investments are required to establish it. Tourism
is a major source of revenue for many countries which, therefore focus their resources to make their tourism popular in
the world. Kenya, Dubai and Austria are some shining examples of countries who depend on tourism as their main source
of income.

REVIEW QUIZ

1-10

LESSON 4: HISTORY OF HOTELS AND MOTELS

Introduction:

History of Hotels

History of Motels

The first Inns go back to 3000 B.C., were established for the people on the move spurred by the urge to travel.
The earliest inns were private homes of husband and wife teams who provided large halls, for travelers to roll out their
own beds and sleep on the floor.

The first motels called tourist cabins were established in Western United States during the early 1900, when
people began to travel by automobile and could not travel the long distance between towns in one day.

Motels provide free parking facilities from which the guests can reach their rooms directly. Some motels have
garaging facilities, restaurants and swimming pools. Over the years motels became chain operations and in 1970, we saw
the budget motel with rates half that of regular motels.

Budget motels have small rooms and provide fewer services.

A modern motel will have the following facilities:

 Rooms – are reasonably furnished with twin beds. Quality motels may have two queen sized beds recognizing the
families travel together and need more bedding space. The room will have an attached bathroom with hot and
cold water. The room is centrally heated or cooled. Facilities in the room will include an electric kettle with sachets
of coffee, tea, creamer and sugar. The ensemble will have cups and saucer to serve two. The room will also have
a microwave.

 Services – a contracted housekeeping will come in the morning to clean the rooms and may not provide turndown
services in the evening. The floor pantry is equipped with an ice dispensing machine; snack dispenser of chips and
candies or perhaps a shoeshine buffer machine. There are no bellhops. Guests have to carry the luggage
themselves. Most travelers leave heavy luggage in the car taking only carry cases into the room. We must
remember that motels are not meant for long stay but are stops on long journeys to some final destination.

 Recreation and food – most motels are equipped with swimming pools. A bar is an essential feature and may have
an optional contracted diner on premises. This may be essential in remote locations. In locations besides a town
or city, the motel may have a tie-up with local restaurants that provides a home-delivery service. The reception
may keep a range of menus of local restaurants and permit food delivery to the rooms. Those with a captive food
facility may have an all-purpose diner that closes by 8 pm. Motels recognize that travelers, especially families will
bring their own food which they will re-heat in the room microwave.
  Check-in - most motels have independent access to the rooms. The guest will have to pay for the room in advance
at the reception and is given an access key to the floor where the room is located, and the room. The reception
normally charge room bills to the guest credit card. Very few people in North America pay by cash. The process
for check-in is simple with least structures. Initially motels provided garaging facilities because of car breakdowns
of old cars. Modern cars are more dependable. Moreover, nowadays a petrol station may be found at shorter
intervals down the road.

SUMMARY

Hotels have come a long way from the early inns. Hotels have become more luxurious with private rooms
and baths, uniformed services, restaurants and many other conveniences to the traveler. The hotels also moved
from serving the general public to segmented markets like businessmen, groups and airline travelers. They
spawned the concepts of the motel and chain operations as viable commercial ventures.

Motels have come to stay as essential lodging places for frequent travelers by road. They are conveniently
located along highways and maintain basic standards of comfort and sanitization. Their popularity has spurred
entrepreneurs to create chain operations with their consistent standards of service.

KEY TERMS

Inns - early lodging places for travelers

Motel – lodgings for travelers on highways
Restaurant – a facility that sells food and drink at a profit

Review quiz
1-10

LESSON 5: ORIGIN OF THE FOOD SERVICE INDUSTRY

Introduction:

Origin of Restaurants

Food and Beverage is an intrinsic part of travel. It was only later that food and beverage became
specialized services became independent restaurants and pubs opened to serve the local and traveling public.

The term restaurant, as we know today, began in 1765 in Paris, France.

The first big chain restaurant operator was Fred Harvey. By 1912, his company operated a dozen large
hotels, 65 railway restaurants and 60 dining cars. John R. Thompson was another early chain operator. By 1926,
he controlled 126 self-service restaurants in the Midwest and the South.

Fast Food Restaurants

It is one of that sells quick prepared meals. It is driven by standardized meals, décor and service. Fast-
Food operations had a great impact on the food service industry. Fast Food operations date back to 1920s and 1930s when
A&W Root Beer and Howard Johnson’s franchised some of their units. They concentrated mostly on Hamburgers. Some
leading fast-food chains in the world are given below.
 Name of Fast Food Chain Specialty
McDonald’s Corp. Hamburgers
Burger King Corp. Hamburgers
Kentucky Fried Chicken Chicken
Pizza Hut Pizzas and Pastas
Wendy International Inc. Hamburgers
Domino’s Pizza Hamburgers
Dairy Queen Sweets
Taco Bell Mexican Fast Food
Subway Subs
Dunkin Donuts Doughnut
Baskin Robins Ice creams

INSTITUIONAL CATERING

It is a food program for volumes of people eating together at the same time, like factories, business houses,
hospitals, schools, etc. The origins of institutional catering are in factory meal programs. They have been perfected to
serve other food programs. There are many institutional food service programs, but four are worth mentioning, as they
cater to the traveler.

AIRLINE CATERING

Maybe classified into Flight Catering and Airport Catering. Flight Catering is a specialized food program for passengers on
board in planes. It has developed a long way from the sandwiches and flasks of coffee or tea to full dining service including
drinks and wine and a choice of menus. Food is served in difficult conditions in narrow confines and especially when there
is air turbulence. The service trolleys and equipment have to be stable to manage flight conditions. The real challenge is
to give complete, nutritious and tasty meals that can be kept warm on long hauls or foods that have to be served quickly
on short hauls. Food further varies with the class of travel. While economy class meals consist of standardized food served
in plastic trays, disposable plastic cutlery, and paper napkins, First class passengers get a choice of menus, silverware,
china crockery and linen. Flight kitchens are specialized and need to be geared to provide foods to various airlines around
the clock. They are required to prepare complete meals, nutritious, and also special meals for those with restrictive
preferences like vegetarian food, non-fat meal, etc. Airport catering involves food outlets that are self-service, waiter
service, vending machines and licensed bars. They may be run by the airport authority or by outsourced catering
establishments.

SHIP CATERING

Ship catering is also like catering in a hotel. It is the food program on board in sailing vessels. The challenge in cruise liners
is the ability of stocking and storing the right provisions and raw materials between ports to ensure that food is available
to passengers during their voyage. The standard of catering is high as it is a part of the sales package. Cruise liners have
full silver service with waiters and gourmet meals.

THEME PARKS AND RESORTS

Theme parks and resorts offer a great opportunity for food catering programs. Such opportunities may come in a wide
variety of facilities from restaurants, mobile vans, vending machines, kiosks and dining rooms. Camps in remote areas
need specialized planning and execution as much of the food is got from the local flora and fauna.

RAILWAY CATERING

Is a large and challenging program. They may be classified into railway terminal catering and in-transit service. Catering at
terminals consist of a range of facilities including take-away foods, fast food restaurants, waiter service restaurants,
vending machines, self-service cafeterias, kiosks and mobile food trolleys where the food comes to the train window. In-
transit service can vary from fresh food provided to passengers at their seat by carefully planning supply points en route.
This needs precise communication to catering companies with the railway network to respond appropriately. The railway
food program has to take into account the different eating habits and tastes of a large travelling public. They have to
further cater to vegetarians and non-vegetarians. Then there are the dining cars where passengers can sit and eat in the
car ordering a la carte meals. The train bogies would have to be inter-connected for passengers to reach to the dining car.
We also have trolleys that provide limited choices of snack foods to passengers at their seat in a chair car. The trolleys are
plied along seating aisles. Railway catering is pre-portioned food served hot at a station stop or by food warmers in dining
cars. Railways discourage cooking on board due to fire hazards.

KEY TERMS

Review quiz 1-10

LESSON 6: HISTORY OF TRAVEL AGENCY AND TOUR OPERATIONS

INTRODUCTION

The travel agency was a concept born after the industrial revolution when travel became more merchandised and
in easy reach of an emerging working class. Two travel agencies – Cox Kings and Thomas Cook.

Cox and Kings may be considered as the oldest travel company in history stretching back to 1758. Richard Cox
was the founder of the agency. They now thrives as an independent tour company with offices in the United Kingdom,
India, United States and Japan.

Thomas Cook may be considered to be the travel agency as we know today. Thomas Cook founded the agency by
his name in November 1841. Thomas saw his business as religious and social service. The company prospered entering
into the travelers’ cheque business especially in the USA. Thomas Cook has changed several hands since then and is
presently owned by Lufthansa and Krsdat of Germany.

Other Notable Landmarks

Other who emerged were Dean and Dawson Polytechnic Touring Association. In 1950, Vladmir Raitz, co-founder
of Horizon Holiday Group, pioneered the first mass package holidays with Charter flights between Gatwick airport and
Corsica. He later followed with packaged holidays to Palma in 1952, Lourdes in 1953 and the Costa Brava and Sardinia in
1954.

By the 1950s and 1960s, these cheap packaged holidays which included flight bookings, transfers and
accommodations provided the first chance for people in UK to have affordable holidays. During the 70s, the industry went
in decline when the second largest tour operator Court Line collapsed leaving 50,000 tourists stranded overseas and a
further 100,000 lost their booking deposits. This made consumers avoid packaged holidays and rely on budget airlines.
This led to the consolidation of the tour operator market and now has four or five principal tour operators only, namely
Thompson Holidays, Thomas Cook AG, Mt Travel and First Choice. Under these main operators are other minor tour
operators for different markets.

KEY TERMS

Travel agent – a retailer of packaged holidays

Tour operator – one who created packaged holidays with principals to get best rates

Packaged Tour – a vacation where accommodation, transport, and meals are all arranged in a single price
REVIEW QUIZ

1-10

LESSON 7: HISTORY OF AIR TRAVEL

PART 2: HOSPITALITY PRODUCTS AND SERVICES

LESSON 1: UNDERSTANDING GUEST SERVICE

Introduction

Hospitality industry is an important component of the tourism industry. The hospitality industry is an inclusive
term for hotels and food establishment. It is a part of a broader service industry where people create the service
experience with specific skills to generate revenue. The service industry places the customer as the central focus as against
the machines in the Industrial age. People include both internal people who generate the service; and external people
who are the customers, suppliers, government officials, media people etc.

What is service?

 Service is a performance.
 Services are largely based on reputation and word of mouth publicity.
 Services are perishable.
 Services cannot be stored.
 Services are expensive because they are mostly delivered by people.
 Services are intangible and rely on the experience they produce.

Components of the Senses of a Discerning Customer:

 Sense of sight
 Sense of smell
 Sense of hearing
 Sense of taste
 Sense of touch
Understanding Customer’s Needs and Wants

 NEEDS – are essential to human well-being. These could include those that are essential to human survival such
as food, water, clothing and shelter at the basic level, as well as those that are essential for social survival such as
love, security, family, etc. at a higher level.

 WANTS – are the cultural manifestation of those needs.

Abraham Maslow, a social scientist, brought the concept of needs most dramatically by proclaiming that:

1. All human have needs.

2. These needs can be collated into five broad categories.
3. The categories have an ascending hierarchical order.
4. That all the needs of a lower category must be satisfied to allow the person to move to the needs of a higher
category. Later scientists proved that all the needs can co-exist together at varying levels of importance in every
individual.

MASLOW’S NEED HIERARCHY

1. Physiological Needs – these are the basic needs for survival such as food, water, clothing, shelter, air and sex (for
procreation of the human species).
2. Security Needs – is both physical and emotional.
3. Belonging – human beings are social animals. They prosper and grow when interacting with others.
4. Status and Self-Esteem – status is the way others perceive us, self-esteem is the way we perceive ourselves.
5. Self-Actualization – this is a state when human beings reach their potential and are able to control and contribute
to the environment.

CUSTOMER RELATIONSHIP MANAGEMENT

An integrated approach at getting new customers and retaining them. Any CRM program has one objective which
is to retain customers. This is achieved through:

1. Error free service and

2. Providing the customer the best customer experience.

Features of CRM

1. Earlier customer orientation was the marketing department’s concern alone.

2. Frontline employees see themselves as the product or service experience.
3. In CRM, the effort is to know more and more about customers through sophisticated databases that can respond
and improve upon the guest experience.
4. CRM also encourages guest to be a part of the service experience.
5. CRM has brought convenience to the customer.
6. Organizations have to invest in hardware and software to maintain databases and decision making reports.

CRM is a whole revolution within an organization. It involves everyone from the chairman to the doorman. The
chairman has to exhibit his seriousness to CRM by actually setting examples. It is a process of training, learning, defining,
new competencies, re-skilling and the ability to adapt to the changing situations. CRM has come to stay. Those with CRM
programs are already ahead of the race.
 KEY TERMS:

Belonging needs – needs for social interaction.

Customer relationship management – a business strategy to retain customers

Needs – those things that are essential to a person’s well-being

Physiological needs – bodily needs for survival

Security needs – needs for physical safety and emotional support

Self –actualization – the ability to control and contribute freely to the environment

Service – a performance to create a positive customer experience

Status needs – physical and personal need for self-respect

Wants - interpretation of needs based on cultural background

Review quiz

1-10

LESSON 2: TYPES OF LODGING

INTRODUCTION

Lodging is an inclusive term that defines the different types of accommodation available to a traveler. Lodgings
may vary in each country but due to globalization most lodgings today are standardized with international services.

TYPES OF HOTELS

British law defines a ‘hotel’ or ‘inn’ as a place where a bonafide traveler can receive food and shelter, provided
s/he is in a position to pay for it and is in a fit condition to be received.” Therefore, a Hotel must provide food (and
beverages) and lodging to travelers, om payment and has, in turn, the right to refuse admission if the traveler is drunk,
disorderly, unkempt or is not in a position to pay for the services.

By this definition, a hotel must provide rooms and meals. The provision of beverages is subject to local customers
and practices. The rights of admission are reserved and many hotels display that sign prominently at their doorways or
reception. A hotel can refuse a guest accommodation if s/he is not in a fit and orderly state. With this tradition hotels have
always been a place where visitors and guests always dressed at their best. The guest has also to show financial credibility.
Earlier inns and hotels insisted on advance payment before guests were allocated the room. The credit card has made the
issue of financial credibility easier. Hotels do not accept personal cheques as a credible instrument of payment. A hotel,
in other words, has full right to expel a guest for valid reasons of doubt.
List of hotels used in the tourism circuit, each with a specific purpose and clientele.

 Airport hotel – located in the precincts of an airport, usually situated a distance away from the city.
 Bread and breakfast – a typical concept from Europe which perhaps earlier did not have well-developed hotel
facilities. Usually a small family business.
 Boutique hotel – a term originating from North America to describe intimate, luxurious and even quirky hotel
environments.
 Budget hotel – a new concept that makes travel inexpensive.
 Business hotel – specialize in providing business related facilities and amenities for business and corporate
traveler.
 Casino hotel – serve only one purpose – to serve guests who want to gamble.
 Conference hotel – these hotels are geared for group check-ins and introduce efficient registration and meal
venues to cope with volume conference participants.
 Convention hotel – have large plenary hall, breakout meeting rooms for smaller groups, administrative offices
providing all the secretarial, office automation facilities, ample registration lobbies and large dining halls.
 Destination hotel – a lodging whose inherent location and amenities attract visitors regardless of the route
needed to reach it.
 Deluxe hotel – would normally have a minimum five-star rating. These hotels are rated as deluxe as they would
have décor and appointments of luxury.
 Downtown hotel – are located at the center of the city in busy commercial and shopping districts.
 Family hotel – are found mostly at resorts geared specifically for families.
 Group hotel – are geared for volume traffic at any given time. They are usually for mass transit tour groups that
come in charters on economy budgets.
 Inns – have their history from the Roman Empire when they built their famous system of highways two millennia
ago.
 Motel – are located on principle highways and road junctions
 Residential hotel
 Resort
 Suburban hotel
 Suite hotel