Hotel classification (ownership and affiliation)

Words and word combinations

 

Equity	Частина майна без фіксованого доходу
Procedures	Свод норм виробництва
Family-owned-and-operated hotel	Готель, що знаходиться у власності родини і нею керується
Adhere	Дотримуватися
Inherent	Характерний
Advertising exposure	Рекламування
Purchasing power	Купівельна спроможність
Entity	Тут: підприємство, організація
Retain	Тут: зберігати
To conduct business	Керувати бізнесом
Consistent	Той, що узгоджується
Gain	Досягти
Referral group	Група незалежних готелів, що направляють клієнтів, яких не можуть розмістити, один до одного в межах цієї групи

Ownership and Affiliation

 

Two basic equity structures exist: independent hotel and chain hotels.

Independent hotels have no identifiable ownership or management affiliation with other properties: in other words, they have no relationship to other hotels regarding policies, procedures, or financial obligations. A typical example of an independent property is a family-owned-and-operated hotel that is not required to confirm any corporate policy or procedure. The advantage of an independent hotel is its autonomy: there is no need to adhere to a particular image. Moreover, the flexibility inherent in a smaller organization often allows the independent hotel to quickly adapt to changing market conditions. But independent hotel may not enjoy the broad advertising exposure, management insight, and consultancy and is unable to take advantage of the volume purchasing power of a chain hotel.

 

Chain hotels usually impose certain minimum standards, rules, policies, and procedures to restrict affiliate activities. A chain is usually classified as operating under a management contract or as a franchise or referral group.

Management companies are organizations that operate properties owned by other entities. These entities range from individual business people and partnerships to large insurance companies. Under the management contract the owner or developer usually retains the financial and legal responsibility for the property. The management company usually operates the hotel, pays its expenses and receives agreed-upon fee from the owner or developer. After operating expenses and management fees have been paid, any remaining cash usually goes to the owners, who may use this cash to pay debts, insurance, taxes, and so on.

Franchising is simply a method of distribution where the franchiser grants to franchisees the right to conduct business according to established standards for design, décor, equipment, and operating procedures to which all franchised properties must adhere.

Referral groups consist of independent hotels, which have banded together for some common purpose. Hotels within the group refer their guests to other affiliated properties. Through this approach an independent hotel may gain a much broader level of exposure.

Belonging to a franchise or referral group provides several benefits: a more extensive reservation system, expanded advertising, providing central purchasing services and reducing expenses to the individual hotels as items are purchased in larger quantities.

 

 

Unit 5

Hotel classification (target market)

Words and word combinations

Face (v)	Поставати перед
Hospitality operation	Заклад індустрії гостинності
Seek	Шукати
Flair (n)	Тут: риса
Complimentary	Тут: безкоштовний
Suite	Апартаменти, номер люкс
Jogging	Біг у розминочному темпі
Ground travel	Сухопутна подорож
Feature (v)	Тут: приділяти особливу увагу
Parlor	Вітальня
Extended stay	Подовжене проживання (у готелі)
Kitchenette	Невеличка кухня з мінімумом устаткування
Designed with a family in mind	Спроектований для вподоби сім’ями
Hors d”oeuvre	Закуска
Layout	Тут: план
Premise	Приміщення
Vacation spot	Місце проведення канікул
Scenery	Пейзаж
Gambling	Азартні ігри
Headliner	Тут: популярний актор, зірка екрану
Floorshow	Вистава серед публіки (у нічному клубі, ресторані тощо)
Handle	Тут: обслуговувати
Valet	Камердинер
Focal point	Фокус
Flipchart	Перекидна дошка
Facilities	Зручності, устаткування
Spa	Тут: кіоск з прохолоджувальними напоями
Trail	Тут: стежка
Attendee	Відвідувач, присутній
Elaborate	Тут: ретельно спланований
Vehicle	Засіб пересування
Competition	Тут: конкуренція

Target markets

 

One of the most important marketing questions facing a hospitality operation is:”Who stays at our property and whom else can we attract?”

Target markets are distinctly defined groups of people that the hotel hopes to retain or attract as guests.

A recent trend in the hospitality industry is to define or identify smaller, distinct groups or segments within larger target markets, and to develop products and services aimed specifically at satisfying these groups.

The most common types of properties based on target markets include commercial, airport, suite, residential, resort, bed and breakfast, time share, casino, conference center, and convention hotels.

Commercial hotels

Today’s commercial hotels are usually located in downtown or business districts. These hotels are the largest group of hotel types and cater primarily to business travelers, but many tour groups, individual tourists and small conference groups find these hotels attractive.

Guest amenities at commercial hotels may include complimentary newspapers, morning coffee, free local telephone calls, cable TV, personal computers, fax. Car rental arrangements, airport pick-up services, coffee shops, semi-formal dining rooms, and cocktail lounges are usually provided. Most commercial hotels have conference rooms, guestroom suites, room service, and banquet meal service. They also may offer laundry-valet service, concierge service, and retail stores. Swimming pools, health clubs, tennis courts, saunas, and jogging areas may also be among the features.

 

Airport hotels

More than any other type of hotel, airport hotels vary widely in size and level of services. Typical target markets include business clientele, airline passengers with overnight travel layovers or canceled flights, and airline personnel. Hotel-owned limousines or courtesy vans often transport guests between the hotel and airport. Many airport hotels have conference rooms to attract a particular market: those guests who travel to a meeting by air and wish to minimize ground travel.

Suite hotels

Suite hotels are among the newest and fastest-growing segments of the lodging industry. These hotels feature guestrooms with a living room or parlor area and a separate bedroom. Some guest suites include a compact kitchenette with a refrigerator and in-room beverage service. Suite hotels appeal to different market segments: people who transform suites into temporary living quarters, frequent travelers who enjoy comfort, vacationing families who like the privacy and convenience of designed with a family in mind hotel.

Some suite hotels offer complimentary evening receptions, breakfasts, or hors d’oeuvre or snack service.

Extended stay hotels

Extended stay hotels are similar to suite hotels, but usually offer kitchen amenities in the room, which suite hotels usually do not. They are designed for travelers who intend to stay five days or longer and require reduced hotel services. They do not provide uniformed services, food, beverage, or guest laundry service.

Residential hotels

Residential hotels provide long-term or permanent accommodation for people in urban and suburban areas. The layout of a residential guest unit may look like a suite hotel guestroom. Guest quarters generally include a sitting room, bedroom, and small kitchenette. A residential hotel may provide daily housekeeping, telephone, front desk, and uniformed services. A restaurant and lounge may also be located on the premises. Residential hotels may also offer short-term – or transient – guest accommodation.

 

Resort hotels

Guests often choose resort hotels as their planned destination or vacation spot. A resort may be located in the mountains, on an island, or in some other exotic location away from crowded residential areas. The recreational facilities and breathtaking scenery typical of most resorts are not typical of most other hotels. Most resort hotels provide extensive food and beverage, valet and room services. Many resorts also provide special activities for guests such as dancing, golf, tennis, horseback riding, nature hikes.

Bed and breakfast hotels

Bed and breakfast hotels, sometimes called B&Bs, range from houses with a few rooms to small commercial buildings with 20 to 30 guestrooms. The owner of B&B – the host or hostess – usually lives on the premises and is responsible for serving breakfast to guests. Breakfast service may range from a simple continental breakfast to a full-course meal. Most B&Bs offer only lodging and limited food service. Meeting rooms, laundry and dry-cleaning services, lunch and dinner, and recreational facilities are usually not offered. Due to limited services, the price for a room at B&B is generally lower than at full-service hotel.