Front Office Operations Management: Enhancing Guest Experience Report

This report provides a comprehensive analysis of front office operations management, using the Ritz Hotel as a case study. It explores the core functions of front office operations, including reservations, reception, guest services, and accounts, and evaluates how technology enhances the guest experience. The report assesses the importance of interdepartmental communication and examines the reservation process, forecasting room availability, and applying yield management techniques to maximize revenue. Furthermore, it analyzes front office operations at every stage of the guest experience journey, highlighting the benefits of digital technology and innovation in optimizing business performance and enhancing service quality. The report concludes by evaluating how front office operations can enhance service quality and its measurements. The report highlights the importance of adapting to market trends, using technology, and effective communication to provide luxurious and comfortable experiences to guests.

Front Office
Operations
Management

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P1.Analyse the functions of front office operations within an organisations.........................3
P2. Determine various ways that front office operations use technology to enhance guest
experience...............................................................................................................................4
P3. Evaluate importance of interdepartmental communication between front office and the
various departments................................................................................................................4
TASK 2......................................................................................................................................5
P4.Discuss the reservation process for organisations.............................................................5
P5. Assess the importance of forecasting room availability and revenue for Front Office
Managers................................................................................................................................6
P6.Apply a range of yield (revenue) management techniques...............................................6
TASK 3......................................................................................................................................7
P7. Analyse front office operations at every stage of guest experience journey which can
optimise business performance and sales...............................................................................7
P8. Examine the benefits of digital technology and innovation for enhancing the guest
experience...............................................................................................................................7
TASK 4......................................................................................................................................8
P9. Evaluate how front office operations can enhance the quality of service with its
measurements.........................................................................................................................8
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................12

INTRODUCTION
Operation Management is defined as the ability to convert raw materials into finished
goods and provide services to meet the requirement of customers by manufacturing
qualitative products. This creates an opportunity for organisation to achieve its goals and
objectives by competing with rivalries to sustain in global market (Astini, 2018). The
organisation selected for this project is Ritz Hotel which is an American multinational
company that have 101 luxuries hotels and resorts with 27,650 rooms. This project analyse
functions of front office operations by use of technology to enhance the guest experience
within an organisations. It also evaluates importance of interdepartmental communication
between receptionist and the various departments. This further assesses the importance of
forecasting room availability and revenue for Front Office Managers by applying a range of
yield management techniques. It analyse reception operations with digital technology and
innovation at every stage of guest experience journey and how they can optimise business
performance and sales by enhancing the model of service quality.
TASK 1
P1.Analyse the functions of front office operations within an organisations
Front Office refers as the ability to face customers with courtesy for generating
maximum revenue of the firm. It is the most important department for every hotel in making
direct contact with their guests. The front office manager of Ritz-Carlton Hotel is Marius
Premac with its Limited Liability Company situated in United States. It has to perform
various functions for meeting the requirements of customers that are mentioned with
reference to Ritz Hotel is as follows:-
 Reservation:- This is defined as to handle the request of customers for reserving the
amenities and facilities which are described by them. The Front Office manager of
Ritz Hotel implements this to analyse and determine the expectancies of clients while
reserving room.
 Reception:- It is referred as to receive the guest in accordance with their standards
and to register their details from their arrival to departure. The Front Office manager
of Ritz Hotel implements this to fill the entry and exit of clients by maintaining their
records (Froehle and White, 2014).
 Guest Services:- The clients are facilitated with services of concierge, bell and guest
staff by reducing their efforts. The Front Office manager of Ritz Hotel implements
this to provide customers luxurious and comfortable livelihood.
 Accounts:- It is considered as to maintain record of guest for their expenditures of
laundry, travel and tourism, etc which are evaluated by cashier and night auditor. The
Front Office manager of Ritz Hotel implements this to provide reservation of guest
through check-in and credit card transactions.

 Communication:- This refers as front office manager to communicate with its
various departments and guest of hotel in order to maximise their revenue. The Front
Office manager of Ritz Hotel implements this to provide high quality services.
P2. Determine various ways that front office operations use technology to enhance guest
experience
Technology plays the very efficient role in minimising the efforts for labour of hotel
management with adoption of customer software. The benefits of technologies are mentioned
with reference to Front Office managers of Ritz Hotel which enhance guest experiences are
shown below:-
 Predictive Maintenance:- This is the ability that enable managers to monitor, track
and optimise energy consumption using sensor data to identify hazard trends or
management of disaster. The Front Office manager of Ritz Hotel can use this to
analyse the uncontrollable risk in advance and to take precautionary steps.
 Smart Reserved Parking:- It is the capability of hotels to use sensors and hotel apps
for allowing their guest to book in advance their parking space with assigning it on
arrival. The Front Office manager of Ritz Hotel can use this to minimise the labour
cost by eliminating workers with the effective use of technology (Gibson and
Parkman, 2018).
 Remote check-in and out:- This is the procedure reduce the wastage of time by
unnecessarily waiting at front desk. The front office manager of Ritz hotel can use
this to select the room in accordance with their choice which is applicable only for
online bookings through smart cards.
 Smart Room Service:- It creates an opportunity for guest to experience the digital
room service of smart TV, hair dryer, etc. The front office manager of Ritz hotel can
use this to provide luxurious and comfortable experience for their guest in hotel
rooms.
P3. Evaluate importance of interdepartmental communication between front office and the
various departments
Communication:- This is defined as the ability to act either verbal or non-verbal to
communicate the message from sender through effectively decoding and receiving the
feedback from receiver. Front Office managers implement this procedure of communication
to interact with each and every department effectively that leads to achieve goal efficiently.
Front Office manager of Ritz Hotel interacts through effective communication with
various departments is mentioned below:-
 Reception and House Keeping Department:- The Front desk (reception) interact
with the house-keeping department for describing the issue related with clients that
are to be managed efficiently with proper co-ordination among each other. Front
Office manager of Ritz Hotel focus on this as the clients are nowadays very conscious
with their health and clean environment and claim for cleanliness inside the room.
 HR and Food and Beverage Department:- The human resource management
interrelated with the department of food and beverage as to meet the requirements of

guest to relax in their room (Hill, 2017). Front Office manager of Ritz Hotel focus on
this as it is the responsibility of HR to manage the drinks in rooms before the arrival
of guest.
Importance of interdepartmental communication:- Some of these importance are
mentioned with reference to Front Office manager of Ritz Hotel that are as follows:-
 Build relationships:- Front Office managers implement this procedure as it develop
good relationship among one another through co-ordination and engagement.
 Remove barriers:- The Front Office managers implement this procedure as it creates
opportunity to deal with the problems differently which certainly provide solution for
removing barriers.
TASK 2
P4.Discuss the reservation process for organisations
Reservation Process:- This procedure refers as important responsibility of front
office manager to accommodate the guest in hotel which create an opportunity for growth and
stability in competitive market. It is further explained in reference to the manager of Ritz
Hotel are as follows:-
 Identification of source of business:- It is the first stage in which the client analyse
various amenities provided to them with their pricing strategy. The Front Office
manager implements this to facilitate their guest with good environment to relax
feeling it as their home.
 Communication with the hotel:- This is the second stage in which the customers
select particular hotel to stay and discuss about their loyalty as prescribed details. The
Front Office manager implements this to communicate with their clients by sharing
details of hotel and receiving information of them (Howard and et.al., 2014).
 Formulation of the reservation request:- It is the third stage in which the client
prepares the reservation request to stay in particular hotel with the clearance of their
doubts. The Front Office manager implements this to analyse the available rooms
which are to be filled and if possible they allow them to request.
 Reservation Acceptance:- This is the fourth stage in which guest reservation is
accepted and they are allowed to enter hotel for their requirements which are being
satisfied. The Front Office manager implements this to accept the request which
increase their reputation and maximise revenue and profits.
 Confirmation Notification:- It is the fifth stage in which the reservation request of
clients is accepted and they are notified to enter on particular duration. The Front
Office manager implements this to confirm the request by accepting it and planning to
meet the requirements of clients.
 Modification and per-arrival activity:- This is the sixth stage in which clients are
modified and are requested to arrive on particular date. The Front Office manager
implements this to facilitate their room with amenities as decided as to provide
luxurious and comfortable living (Islam, 2018).

P5. Assess the importance of forecasting room availability and revenue for Front Office
Managers
Forecasting room availability:- It is described as the ability to plan in advance for
creating an opportunity to meet the needs, desire and wants of guest which leads to maximise
revenue and profitability ratios. The Front Office manager of Ritz Hotel implements this to
analyse the expected budget to meet with the actual budget.
Importance of Forecasting room availability:- Some of these are explained with
reference to manager of Ritz Hotel are mentioned below:-
 Keep an eye on competitors:- This creates an opportunity for planning in growth and
stability of hotel by competing with its strategies to defeat its competitors. The Front
Office manager of Ritz Hotel uses this to analyse the external threats from their
rivalries which are uncontrollable and create instability for business (Kania, 2017).
 Pay attention to market trends:- It is considered as to be aware of the market trends
while pertaining the pricing strategy for the rooms of hotel. The Front Office manager
of Ritz Hotel uses this to analyse the consumer equilibrium point at which both
manufacturer and customer are benefited.
 Work with marketing and sales:- This is referred as to forecast room availability
with communicating to marketing and sales as it describes the actual result of room
sold and left. The Front Office manager of Ritz Hotel uses this to determine the actual
availability of rooms and to plan accordingly.
 Consider events and holidays:- It focus on determining the available events and
holidays which creates an opportunity for hotel to increase their sale. The Front Office
manager of Ritz Hotel uses this as it analyse that mostly plan to travel from one place
to another at their holidays which will maximise revenue.
P6.Apply a range of yield (revenue) management techniques
Revenue Management:- This is defined as the marketing strategy to position the
hotel with total quality management through providing good services to their clients at
minimise pricing strategy. The Front Office manager of Ritz Hotel implements revenue
management as to enlarge their customers by providing them high level of satisfaction which
maximise sales (McCrie, 2015).
The range of various yield (revenue) management techniques are described with
reference to Front Office manager of Ritz Hotel are as follows:-
 Inelastic versus Elastic demand:- The inelastic demand refers as need of buyers
does not change with the fluctuation of pricing strategy whereas the elastic demand is
the price which affect the quantity of consumers to buy particular product. Front
Office manager of Ritz Hotel implements this to analyse the behaviour of their clients
on various prices of their rooms in hospitality sector.
 Protection level estimation:- It is considered as setting the standard protection level
and booking limit as the starting-point of yield management technique. Front Office
manager of Ritz Hotel implements this to discount rates at last-minute booking of
customers.

 Dynamic Pricing:- This is described as fluctuation in pricing of rooms in accordance
with elastic demand by determining the willingness to pay for their rooms. Front
Office manager of Ritz Hotel implements this to usually fill the rooms during off-
peak season by discounting rates at specific date or time-of-day.
 Overbooking:- It is referred as the tricky yield management technique which increase
revenue generation by negatively impacting on the reputation of hotel. Front Office
manager of Ritz Hotel implements this to overbook which is based on premise for
certain percentage of customers that create opportunity to reserve room with revenue
management (Modic and Damij, 2018).
TASK 3
P7. Analyse front office operations at every stage of guest experience journey which can
optimise business performance and sales
The front office operations attempt to determine the needs and facilities required by
clients with their welcoming and seeing off to them. The guest experience journey of hotel
from entering in the hotel and moving out of it whereas front office operations its task from
their pre-arrival to departure. The various stages of guest experience journey are explained
with reference to Ritz Hotel is as follows:-
 Pre-Arrival:- This refers as to analyse the expectations of clients in room and to
provide these with proper planning to avail an accommodation in hotel through
capturing information such as name, age, contact numbers, probable duration, etc.
Front Office manager of Ritz Hotel operates this stage as to examine the client with
its basic requirements for providing luxury and comfort.
 Arrival:- It is the second stage of guest experience when they enters hotel and being
welcomed by reception with courtesy and request porters to bring their luggage by
taking their information. Front Office manager of Ritz Hotel operates this stage as to
make everything available to them as per their desire.
 Occupancy:- This is the third stage in which the guest are introduced with their room
number, interior designing, telephone number of room and reception to provide any
service, etc. Front Office manager of Ritz Hotel operates this stage to make clients
comfortable to communicate with beautiful environment to breathe (Rony, 2015).
 Departure:- It is the fourth stage in which guest move out of hotel by exiting in
records. Front Office manager of Ritz Hotel operates this stage as to provide service
such as check-out procedure, guest payment clearance, handling luggage, drop
service, etc.
P8. Examine the benefits of digital technology and innovation for enhancing the guest
experience
Digital technology is described as to focus on immense amount of information on
small screen which easily capture the actions of living and non-living things. The benefits of
digital technology and innovation for enhancing the guest experience are mentioned with
reference to Ritz Hotel as follows:-

 Mobile Check-In:- The modernisation have transformed the life of human beings by
reducing their efforts with the adoption of new technology. The Front Office
managers of Ritz Hotel adopt mobile check-in facility as most important service in
accordance with the demand of consumers.
 Keyless Entry:- Nowadays, the guest are more convenient with the application of
keyless entry through phone, wallet, tickets, and personal details with the help of
debit, credit and smart card. The Front Office managers of Ritz Hotel adopt this as to
reduce time wastage for both clients and managers (Slack, 2018).
 Free Wi-Fi:- The excess use of mobile phones, electronic computer system which
requires large use of internet that helps guests to be facilitated by free Wi-Fi through
router system. The Front Office managers of Ritz Hotel adopt this as to meet the
essential requirements of their customers that creates an opportunity for growth and
stability in competitive market.
 Smart TV:- this is the ability of guest to feel enjoy their lifestyle with entertainment
from smart TV which relax the clients by watching movies, listening music, etc. The
Front Office managers of Ritz Hotel adopt this as they want their guest to feel being
staying at home with easily and instantly connect to internet.
TASK 4
P9. Evaluate how front office operations can enhance the quality of service with its
measurements
Quality of Ritz Hotel:- There are various qualities and services being provided by
Ritz Hotel for its clients in order to meet their requirements with superior facilities. It is most
important for hospitality industry to be health conscious for clients by quality and time
management.
 Memorable visit:- The managers of Ritz Hotel are highly beneficial with their
unforgettable trip for clients that leads to make them continuous visitors.
 95% customer rating:- Managers of Ritz Hotel provide qualitative service which
fulfil the needs and wants of customers that increase their ratings on website for
attracting large number of visitors.
 Standardised Service:- The managers of Ritz Hotel facilitates with superior facilities
that enhance customers to survive their life with luxurious and comfort zone.
 Five-star experience:- Managers of Ritz Hotel provides five-star experience to its
clients through giving amenities such as spas, gyms, exercise, healthcare zone,
medical check-ups, laundry, etc.
The Front office operations focus on interacting with guest to handle request for their
accommodations through reservation by collecting information and keeping account until
their departure. It performs various actions to enhance the service quality of hotel
management through the corrective measure of SEQUEL Model which is explained with
operation in reference of Ritz Hotel is as follows:-

SEQUEL Model:- This is the abbreviation of Structured English Query Language
which is now termed as SQL that stands for Structured Query Language. It is described as
standard medium to store, manipulate and retrieve data in database. It is further described
with reference to Ritz Hotel that is shown below:-
 Implement in-room technology:- Nowadays, the amenities provided by hotels to
their client is to facilitate them with adoption of technologies such as LED, hair dryer,
etc. The front office managers of Ritz Hotel operate this service as to provide
luxurious and comfortable lifestyle to their guest. The problems of this service are
solved by the SQL through addressing their complaints and solve it as soon as
possible (Voss and et.al., 2016).
 Service Optimisation:- It is the procedure through which managers of hotel analyse
operational collection of guest experience that are being aggregated and evaluated for
current and future stays. The front office managers of Ritz Hotel operate this service
to determine the basic needs of current clients to provide high level of consumer
satisfaction. The problems of this service are solved by the SQL through examining
those requirements and are being noticed carefully, which may not result in repeating
errors (Zhou and Lin, 2014).
SERVQUAL Model:- This model was introduced by Zeithaml, Berry and
Parrasuraman for analysing the gap between service quality performance provided by in-
charge in against with expected qualitative service needs from customers.
Managers of Ritz Hotel implement this model as an multi-dimensional research
instrument for identifying the expected desire of its customers that have to be fulfilled
through their services.
 Reliability:- The managers of Ritz Hotel further aims to maintain their promise as
mentioned in promotional activities to meet their customers desires and expectations.
 Responsiveness:- Managers of Ritz Hotel develops responsibility of workers to
facilitate services for fulfilling their demands.

 Assurance:- The managers of Ritz Hotel further focus on employees through
providing them training and development by encouraging to perform task with
effectiveness. This also aims to restrict the possibility of fraud, theft, distrust, etc. It
majorly emphasize workforce to perform their activities by building trust and faith for
its clients.
 Empathy:- Managers of Ritz Hotel determine the health issues to its guests and
develop various services for their beneficial such as restricting ingredients through
which they are allergic and prohibited.
 Tangibles:- The managers of Ritz Hotel analyse the tangible services for its clients
through physical facilities, equipments and personal appearance for their comfort and
relaxation.
Key Performance Indicator:- This is described as the tool or technique used by
managers of an organisation for performance measurement. It further analyse the current
result with expected outcome for identifying profit-margin with lack in accomplishment of
vision and mission.
Importance of KPI:- There are various importance of Key Performance Industry as it
plays major role in an organisation, but still some of its importance are shown in context of
Ritz Hotel as follows:-
 Growth of revenue:- Managers of Ritz Hotel further focus on this as to analyse the
impact of promotional activities for enlarging customers that results in high revenue
as compared to previous and expected outcome.
 Profit-Margin:- The managers of Ritz Hotel are beneficial in increasing their sales
and profit-margin with specialised services for meeting the requirements of clients.
Recommendations:- The managers of Ritz Hotel must set a desired benchmark for
their service industry that leads an organisation to increase its potential power by developing
specialisation for controlling risk. The five stages of Benchmarking are as follows:-
 Determine what to benchmark
 Form a team
 Identify partners
 Collect and analyse data
 Implement and monitor results
CONCLUSION
From the above discussion it have been concluded that operation management plays
the essential role in manufacturing the product that satisfy the needs, desire and wants of
customers through total quality management. This project analyse functions of front office
operations through reservation, reception, guest service, accounts and communication by
using technology to enhance the guest experience within an organisations. It also evaluates
importance of interdepartmental communication between receptionist and the various
departments such as reception and House Keeping department and HR and Food and

Beverage Department. This further assesses the importance of forecasting room availability
and revenue for Front Office Managers by applying a range of yield management techniques
by inelastic versus elastic demand, protection level estimations, dynamic pricing and
overbooking. It analyse reception operations with digital technology and innovation at every
stage of guest experience journey from their pre-arrival, arrival, occupancy and departure
which optimise business performance and sales by enhancing the model of service quality.

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