GUEST RELATIONS IN HOTEL FRONT OFFICE
The front office operations of hotels place a strong emphasis on guest relations. It is focused on building good relationships with guests to ensure their comfort, satisfaction and loyalty. The hospitality industry's impression is shaped by every guest interaction. The combination of a welcoming welcome, efficient handling, and considerate attitude can make any regular visit feel like squeezing the bullet.
Guest Relations:
The hotel's central figure in the lobby and foyer. It falls on them to greet visitors, attend their consultations, provide personalized assistance and ensure that guests feel important. Guest relations staff are crucial to making a stay extra special for VIPs, repeat guests or those with special needs.
With the rise of hotel competition, enhancing guest experiences and building brand loyalty are key factors in driving more business to repeat visitors. The hospitality desk, the functions of guest relations, effective record-keeping techniques like guest history cards, and strong personality traits are all part of this chapter. Additionally, they delve into the importance of maintaining good relationships with guests and potential vendors to ensure that their business is handled in an efficient manner.
Overall, guest relations is all about creating a memorable experience through hospitality, with enduring appeal and motivating guests to return.
4.1 Hospitality Desk
Definition:
In a hotel, the hospitality desk is primarily situated in either the lobby or reception areas and provides guests with specialized services. As a support desk, it deals with guest requests and provides information while also finding solutions.
Main Purpose:
• To offer personalized guest services.
To manage guest inquiries, grievances, and proposals.;
To provide guidance on travel, tours, entertainment, and local information.
Typical Services Offered:
• Local sightseeing arrangements.
• Restaurant reservations.
• Event tickets booking.
• Providing maps and city guides.;
• Arranging taxis or transportation.
The task of managing lost and found objects.
4.2. Functions and Role of Guest Relations.
The Guest Relations department plays a key role in delivering excellent service and creating a lasting impression on guests. It acts as a bridge between the hotel and its guests, ensuring that every guest feels welcomed, respected, and cared for throughout their stay. This department is especially important in handling special guests like VIPs, repeat visitors, or guests with unique needs and expectations.
Main Functions:
1. Welcoming VIPs and Repeat Guests:
Personal welcome at arrival.
Special arrangements like welcome drinks, flowers, etc.
2. Handling Guest Complaints and Requests:
Listening carefully and responding politely.
Solving issues quickly to ensure guest satisfaction.
3. Providing Information:
Sharing hotel details, facilities, and services.
Offering tourist and city information.
4. Maintaining Public Relations:
Building strong relationships with guests.
Making them feel comfortable and important.
5. Coordinating with Other Departments:
Working with housekeeping, room service, and concierge for smooth guest experience.
6. Special Arrangements:
Organizing celebrations like birthdays, anniversaries for guests.
Role of Guest Relations Executive (GRE):
• Acts as a bridge between the guest and the hotel.
• Responsible for ensuring a memorable and pleasant stay.
• Works towards guest satisfaction and loyalty.
4.3. Maintenance of Records (e.g, Guest History Card)
Maintaining accurate and organized records at the hotel reception is essential for delivering personalized service and ensuring smooth operations. These records help the front office staff keep track of guest preferences, past stays, complaints, and special requests. Important documents like guest history cards, feedback forms, and VIP guest lists are used to understand guest behavior and improve their future experience. Proper record-keeping also supports marketing efforts, helps in handling guest disputes, and ensures that high standards of service are maintained consistently across visits.
Purpose of Record Keeping:
• To provide personalized service in future visits.
• To maintain a database for marketing and loyalty programs.
Important Guest Records:
1. Guest History Card:
Records past visits, preferences, complaints, likes/dislikes.
Helps in offering personalized services during future stays.
2. Feedback Forms:
Collected after guest's stay.
Optimal for improving services and managing issues.
3. Complaints & Suggestions Log Book:
The resolution of guest complaints on Notes was documented.
4. Special Requests Register:
Records requests: From baby cribs to extra pillows and even for special dietary needs (e.g.
5. VIP/Repeat Guest List:
Maintains a roster of frequent or significant visitors that requires special attention.
4.4. Unique qualities Guest Relations Executive
A GRE is responsible for presenting the hotel's guests and providing them with exceptional service. For this role, there are specific personality traits that one must have in addition to basic hospitality skills (see below). The list comprises of qualities such as politeness, patience and amiability, and exceptional problem-solving skills. Trust and comfort are more easily established with guests who have a warm personality, cultural awareness, and stylish attire. Additionally, they can feel at ease with the hospitality provided. These attributes enable the GRE to accommodate diverse guests, address their needs appropriately, and leave a positive and lasting impression, which is crucial for guests to feel content and committed.
A thriving Guest Relations Executive should possess the following attributes:
1. Polite and Friendly:
Maintain a respectful and happy demeanor while speaking.
Provides a feeling of hospitality and inclusion to guests.
2. Good Communication Skills:
Must possess a clear and concise vocabulary.'
Able to anticipate and meet the needs of guests.
3. Problem-Solving Ability:
Addresses concerns with ease and provides prompt resolution.'
4. Well-Groomed and Presentable:
Displays professionalism and is consistent with the hotel's image.
5. Patience and Tactfulness:
Addresses troublesome visitors with ease and professionalism. o.
6. Cultural Sensitivity:
And treats guests of all kinds.
7. Good Memory:
Remembers the names, preferences and special events of guests. o.
8. Team Player:
Collaborates effectively with other departments to deliver a seamless service.
Key Terms
Guest Relations.
The department or activity within a hotel that prioritizes guest satisfaction, attending to their needs, and building positive relationships with guests.
Hospitality Desk.
The hotel's lobby or reception area is where guests can receive assistance with travel, tours, and bookings.
Guest Relations Executive (GRE)
The individual in charge of delivering personalized accommodations, addressing guest concerns, and providing exceptional service.
VIP Guest.
The very important guest, who is treated with special treatment and care.
Guest History Card.
A record of a guest's experiences, including their previous visits, preferences, and any requested items, used to customize future service.
Repeat Guest.
An individual who has frequented the hotel and is frequently given special treatment as a loyal customer.
Feedback Form.
A questionnaire was completed by guests to provide feedback on the hotel's service, facilities, and overall experience.
Special Requests Register.
A record that records the specific needs of guests, such as dietary restrictions and room decor, for follow-up and service.
Public Relations.
Managing the image of the hotel and developing positive relationships with guests and visitors.'
Complaint Log Book.
It records guest complaints and measures taken to address them for future reference and service improvement.
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FRONT OFFICE
4.1 Hospitality Desk
4.2. Functions and Role of Guest Relations
4.3. Maintenance of Records (e.g, Guest History Card)
4.4. Unique qualities Guest Relations Executive
Guest Relations in Hotel Front Office
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