Challenges Faced by Front Office Managers in Hotel Organizations

This research proposal aims to review the challenges faced by front office managers in the context of hotel organizations, using a case study of Hilton Auckland Hotel. The study will explore the concept of front office management, identify the functions of front office managers, determine the issues faced by managers in managing front office operations, and recommend measures for overcoming these challenges.

Research proposal

Table of Contents
1. Background .................................................................................................................................3
2. Purpose or Rationale ...................................................................................................................4
2.1 Scope ....................................................................................................................................4
3. Literature review .........................................................................................................................4
4. Research methodology ................................................................................................................6
5. Deliverables ................................................................................................................................7
5.1 Outline ..................................................................................................................................7
5.2 Reporting ..............................................................................................................................8
6. Time Scale .................................................................................................................................8
REFERENCES .............................................................................................................................10

Title- To review challenges faced by front office managers in context of Hotel organization:
Case study of Hilton Auckland Hotel
1. Background
The hotel industry is seen as an overarching business which encompasses with the hotels,
trains, entertainment, flights, restaurants etc. Any of the thing that is counted as pleasure or
leisure could be seen hospitality. With high investment in this sector, it is counted as immense
revenue generating business for many of the countries. Since hospitality segment is been
supported by the customers with an excess founds for the fun & travel, the countries having poor
economies seems to face struggle in such arena, while economically stable countries like US and
China has the booming business (Poulston & Jenkins, (2016)). Presently most of the countries
under hospitality sector are seen on rise due to low cost of oil, that affects the flight, bus, gas and
train prices as it allows for more travel.
Currently, the trend of the Hotel industry is showing a rise and increasing employment
opportunities by hiring around 200000 people in the restaurant and the bar business which is
seen as largest employment across the globe by employing around 50% of person functioning
within the industry. The large contributors towards hospitality industry of New Zealand includes
domestic travel specially from the China. As it is located close to China, NZ gets immense
amount of the tourist business from it. In recent time, the Chinese visitors had increased, because
China is having an economic boom.
NZ is also deemed as safe, that in tun encourages the families for visiting rather smaller
groups or an individual people. NZ is seeing the biggest growth in the cities, though they had
seen an increase in the small picturesque such as Auckland (Ayob, Wilson-Evered & McGrath,
(2017)). Recent change that is been resulted is that the people who would normally travelling to
Australia, travels to NZ rather which increased the growth in industry.
The present report is based on Hilton Auckland, a contemporary waterfront Hotel which
offers seafood restaurant and outdoor heated pool. Furthermore, the study represents the purpose
behind conducting the research and detailed review of research issue. Moreover, it involves an
application of the research methods for making the study as more reliable and valid.
Aims and objectives
Aim

To investigate challenges associated with front office operations under hospitality segment : A
study on Hilton Auckland hotel
Objectives
 To understand the concept of front office management
 To identify the functions of the front office managers
 To determine the issues faced by managers in managing the operations at front office
 To recommend the measures for overcoming the challenges
2. Purpose or Rationale
The main objective behind framing this research report is to assess front office working
of the company operating under hospitality sector. This is seen as very crucial to understand the
major issues which is faced by hotel companies in relation to operational working like managing
the online bookings, providing appropriate services to the guests, trained staff, high turnover and
mishandled reservations (Shin, Perdue & Kang, (2019)). Therefore, in order to overcome such
issues by knowing the functions and task of front office managers, researcher could be able to
draw adequate findings and the conclusions. This study would help the other scholars as well in
understanding the front office operations and the challenges that occurred while managing the
operations.
2.1 Scope
The scope of this report is seen as very wide as it includes the study of various topics
with regard frontal office department, its functioning and the challenges faced at the time of
managing the work in hotel. It is seen as the vast topic because it involves in-depth analysis of
overall hotel management and the reflects the way in which hotel companies functions or
operates at a global level (Özdemir, Çolak & Shmilli, (2019)). This study provides deeper
insights regarding the functions that are performed by the managers in all the hotel companies
worldwide and shows different departments that works within the premises of hotel.
3. Literature review
Concept of front desk management
Brien, Thomas & Brown (2017) reviewed that front office is considered as nerve centre
of the hotel property where accounting & communication are the two critical features of the front
desk dealings. An effective communication with the guests, departments and employees of hotel
are of paramount importance in anticipating hospitable image. Answering the inquiries of guests

about the service of hotel and the other guests, sales department & marketing requests for an
information on room availability & housekeeping department information concerned to guest
reservations but few of routine task that is been performed constantly by the hotel front desk
works in its role of communications hub. The accounting process involves charges to the
registered and the non-registered accounts of hotel guest which is seen as very crucial in
hospitality field. An itemized charge are important for showing breakdown of the charges in case
the guest questions the bill.
The services for which the fees charged is been availed for the 24/7 hours per day in the
property of hotel. Moreover, as guests might want for settling their respective accounts anytime
of day, the accounts need to be accurate & current all the time. Keeping such organized data is
seen as the top priority or foremost responsibility of a good front desk management.
Functions performed by Front desk manager
In opinion of Kibe, Ogutu & Ojwach (2019) there are several functions which are been
performed by front office managers. The main functions involve reviewing final draft of night
audit, routine review of financial accounting process at frontal desk & other guest related service
areas during the time period of 24 hours and an assessment of the operating results, monitoring
reservation system and operating effective system of communication with that of the front office
workforce & other departmental directors.
Moreover, the responsibility of the managers is to supervise the registrations on daily
basis and the checkouts, developing & overseeing the employees, establishing in-house sales
related programs at front desk, framing budgets & system of cost control. They are also
responsible in forecasting the room sales, maintaining the business relationships with the regular
community and corporate leaders. They perform their task with assistant front desk manager,
night auditor, reservation manager and the bell captain that intends to detail in running the
department efficiently.
Sayin & Karaman (2019) stated that front office is seen as critical point of
communication within in-house sales, delivering services to guest and the financial operations.
The position needs an individual who could manage and reports the financial information. An
individual who holds such exciting position could be able to develop overview of lodging
property in relation to the communication and the finances.
Issues faced by front office manager

As per Elmohandes, Abbas & Mansour (2018) while managing the functions at the front
desk the manager faces various challenges or issues in relation to reviewing online bookings,
looking to the room preparation, poorly trained workforce, high turnover among the staff and
mishandling reservations. Front office managers also need to help sales and the marketing officer
in hosting or advertising the tour directors for the particular week end. Thus, they are having lot
many responsibilities and need to focus on several areas within the work environment of hotel.
This causes problem for them in managing the functions in adequate manner and due to this they
lack somewhere in performing their task effectively and in appropriate manner.
4. Research methodology
Research type- There are two main types of the research which an investigator can use
while preparing for the research report that includes qualitative & quantitative research. The
former type relates to assessing qualitative characteristics such as emotions, attitudes and
feelings attached with the study. However, the latter type referred as the analysis of numerical
elements of the study by applying statistical & the mathematical tools. In this study, researcher
will be using qualitative research as it helps in making in depth assessment of the research
problem or issue in adequate and appropriate manner.
Research approach and philosophy- The approach is classified into 2 main types that are
inductive & deductive approach. The former approach begins with the particular observation to
the broader theories and generalizations. On the other hand , the latter approach means as when
the hypotheses are been developed on the basis of existing theory. It starts with the social theory
which is found as compelling and thereafter test their implications with the data (Fletcher,
(2017)). Referring to this study, an investigator will make use of the inductive approach as it is
counted as grounded theory which allows the flexibility which attends to support generation of
the new theory in relation analysing the challenges faced by the front manager in hospitality
industry and the roles or responsibility of the managers.
The philosophies are categorized into two kinds that is positivism and interpretivism
within which former philosophy is mainly based on natural phenomena and their respective
relations or properties. The latter philosophy means as interpreting the elements of study by
integrating the interest of human into study. In this study, researcher will adopt interpretivism
philosophy as it best suits to make the qualitative analysis.

Data collection- It refers to the practice of measuring an information on interest variables
in established manner which helps the researcher in answering the stated questions of the
research, evaluating outcomes and in testing hypotheses. Data could be gathered by using two
main methods that are primary and secondary sources. The primary sources of the data collection
means as the first hand or fresh data as it is collected in direct connection with the participant.
Secondary sources means as the data which is already available and is gathered from the existing
sources (Mohajan, (2018)). Under this report, an investigator will make use of primary as well
as the secondary sources by structuring the questionnaire, conducting survey, books, articles,
journal and the internet sources.
Sampling-The techniques under sampling are been divided into two main parts that is
probabilistic and non-probabilistic sampling. The probability sampling means where all the
people in the population are having an equal chance of being selected as the sample. On other
note, non-probability sampling refers to the tool that is based on the subjective judgement where
respondents are selected randomly and all does not have equal possible chance for getting
selected. Specific to this study, simple random sampling will be used by the scholar where
population has even chance of being chosen as the participant (Fletcher, (2017)). A sample of 20
front desk managers of hotel company will be selected as participant for getting their responses
on the issues faced by them in making the study.
Ethical considerations-It acts as the most crucial part of the research report which helps
the scholar in formulating the study ethically. Researcher would have to ensure voluntary
participation of the respondents by making them signed a consent form which reflects that they
are been pressurized in any way. Moreover, the scholar will need to ensure avoidance of
offensive language by maintaining high level of objectivity.
5. Deliverables
5.1 Outline
The outcome of the research report will be in form of the graphs, tables and the charts
based on the preparation of themes and the responses of the participant. This study would help in
finding out the task performed by the front desk managers and the issues faced by them in
relation managing the operations under hospitality sector. The analysis would also provide the

recommendations which might helps the managers in taking appropriate measures for
overcoming the challenges faced by them in managing the business activities within the hotel.
5.2 Reporting
The report would be in form of the structured document with appropriate headings and
the sub- heading. This will be helping the readers and the hotel organization in gaining deeper
understanding in relation to the issues faced by the managers while working in the hospitality
segment. This report would also be presented to the management of all the hotel firms so that
they could understand the task of frontal office mangers and the challenges that they face with
respect to different aspects of the travel and tourism operations.
6. Time Scale
Activ
ities/
Week
1 2 3 4 5 6 7 8 9 10 11 12
Choo
sing
of
Topic
Prep
aring
for
aims
& the
objec
tives
Fram
ing
detail
ed
litera

ture
revie
w
select
ing
adeq
uate
resea
rch
meth
ods
gathe
ring
Data
Asses
sing
data
Discu
ssion
Concl
usion
Reco
mme
ndati
on
Modi
ficati
ons
as

per
client
s

REFERENCES
Books and journal
Ayob, F., Wilson-Evered, E. & McGrath, M., (2017). An empirical study of the web presence
model to evaluate the web features of Small-and-Medium-Sized Hotels (SMHs) in the
Malaysian hotel industry. CAUTHE 2017: Time For Big Ideas? Re-thinking The Field For
Tomorrow. p.205.
Brien, A., Thomas, N. J. & Brown, E. A., (2017). How hotel employee job-identity impacts the
hotel industry: The uncomfortable truth. Journal of Hospitality and Tourism
Management. 31. pp.235-243.
Elmohandes, N., Abbas, T. & Mansour, N., (2018). Investigating the Effects of Using
Simulation Training on Hotel Front-Office Employees’ Performance. International
Academic Journal Faculty of Tourism and Hotel Management. 4(4). pp.50-71.
Fletcher, A. J., (2017). Applying critical realism in qualitative research: methodology meets
method. International journal of social research methodology. 20(2). pp.181-194.
Kibe, J., Ogutu, H. & Ojwach, S., (2019). Efficacy of the Use of Mobile Applications on Front
Office Operations; a Case Study Hilton Hotel Nairobi. Journal of Hospitality and Tourism
Management. 2(1). pp.1-16.
Mohajan, H. K., (2018). Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Özdemir, A. İ., Çolak, A. & Shmilli, J., (2019). Business process management in hotels: with a
focus on delivering quality guest service. Quality & Quantity. 53(5). pp.2305-2322.
Poulston, J. & Jenkins, A., (2016). Barriers to the employment of older hotel workers in New
Zealand. Journal of Human Resources in Hospitality & Tourism. 15(1). pp.45-68.
Sayin, O. G. K. & Karaman, A., (2019). Communication and Productivity with Guests at Front
Office; A Qualitative Study on Hotels. Journal of International Management and Social
Researches. 6(11). pp.186-196.
Shin, H., Perdue, R. R. & Kang, J., (2019). Front desk technology innovation in hotels: A
managerial perspective. Tourism Management. 74. pp.310-318.