Analysis of Room Division Management and Operations at Hilton Hotels

This report provides an in-depth analysis of room division operations within the context of Hilton Hotels. It begins by outlining relevant laws and regulations, such as the Equality Act and health and safety guidelines, that govern the industry. The report then details the roles and responsibilities of both accommodation and reception staff, highlighting their importance in ensuring guest satisfaction and efficient operations. A significant portion of the report is dedicated to the services provided by room division management, with an emphasis on the front office and accommodation departments. It explores the importance of these departments, their functions, and their impact on guest experience and revenue generation. Furthermore, the report delves into key aspects of planning and management, including staff training, room rate determination, and forecasting. Task B analyzes revenue/yield management, sales techniques, forecasting, and performance indicators used to measure the success of accommodation sales, providing a comprehensive overview of the strategic and operational elements of room division management.

Room division
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TABLE OF CONTENTS
Table of Contents.............................................................................................................................2
Introduction......................................................................................................................................3
Task a...............................................................................................................................................4
.A. Laws and Regulations for Room Division Operations:.........................................................4
.B. Roles and Responsibilities of Accommodation and Reception Staff:...................................4
.C. Services provided by room division management emphasis on front office and
accommodation department:........................................................................................................5
.D. Importance of Front office and Accommodation department:..............................................6
E) Key aspects of planning and management of front house and accommodation service.........7
Task B..............................................................................................................................................9
(A) explanation of revenue/yield management............................................................................9
(b) Analysis of sales techniques which can be used to promote and maximize revenue of five
season hotels hotel.....................................................................................................................10
(c) Evaluating the use of forecasting and statistical data in room division...............................10
(d) Description with calculation of performance indicators used to measure the success of
accommodation sales.................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................14
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INTRODUCTION
In the present scenario, hospitality industry is considered as one of the fastest growing
and potential industries of the world. Furthermore, it can be stated that division of room is one of
the key and most crucial operational aspect of the business operating in this industry. Front office
and housekeeping are the two main department which are managed and taken care of by room
division (Koide and Ishii, 2005). To a certain extent, the success or failure of businesses depends
on how effectively it divides its rooms. The present study is based on Hilton hotels which is one
of the leading international chain of hotels. This report describes roles and responsibilities of
accommodation and reception staff in the hotel. Other than this, it also depicts variety of services
which are offered by room division. Along with this, the present report also explains the
performance indicators used to measure the success of accommodation sales of five season
hotels.
TASK A
.A. Laws and Regulations for Room Division Operations: Equality Act, 2010: This act has been replaced by the Disability Discrimination Act,
1995. This Act helps resisting unfair treatment and provide equal opportunities for every
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one at the workplace. This Act contains nine form of characteristics which may became
reason for unfair treatment (Price, 2012). Those includes age, sex, disability, race, sexual
orientation, marriage and civil partnership, gender reassignment, religion or belief and
pregnancy and maternity. Discrimination on work places the actions against law and are
termed as offense. Hilton Hotels & Resorts should also follow the law so that they don't
have to face any offended situation. Health and Safety: Aims of Health and Safety Commission is to defend for health,
welfare and safety of employees and others who are exposed to the risky working
activities. This Act is formed for the health and safety purpose of guests and employees
working in the hotels. Hilton Hotels & Resorts should maintain a time to time quality
check of health and safety of their guests and their employees in any department.
 Control of substances hazardous to health, 2002: This Act is a United Kingdom Statutory
Instrument elaborates about the general guideline for employers about protect of their
employees and other persons from unsafe substances used at work place. Substances like
fair, chemicals, flames, mists, dusts and many more would be hazardous for the health of
any individual. Hilton Hotels & Resorts should strictly follow this law and give proper
guidance to their employer and employees about the safety measures (Rohlfs, 2005).
All these regulations along with laws have to be complied by business with the motive to
operate efficiently. Further, in case if business does not complies with all the regulations then it
can have adverse impact on brand image of organization and can prevent from accomplishing
desired aims and objectives.
.B. Roles and Responsibilities of Accommodation and Reception Staff:
Accommodation Staff: Manager in Hilton Hotels & Resorts have to perform tasks like
business planning and administration and he also control budget related activities. Staff of
accommodation department have certain responsibilities which they have to follow. Following
are the works they have to do : they have to manage staff turnover and to maintain high standard
they have to train the new arriving staff. They deal with HR related problems and also ensures
the working of staff over health and safety measures. To allocate accommodation, they
communicate with reception department and coordinate with them. They help arranging
maintenance and repair facilities (Steed, 2005). They supervise the work of housekeeping
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department and ensures in maintaining standards. They also ensure the proper security of the
Hilton Hotels & Resorts.
Reception Staff: Receptionists in Hilton Hotels & Resorts have to be professional and
friendly, both at one time. They have to manage many thing all together with a calm behavior.
They have to greet their guests warmly every time. They manage the room booking and
accommodation tasks. They manage to deal with the requirements or the needs of the guests
came to stay at Hilton Hotels & Resorts. For booking purpose the have to deal with e-mails,
faxes, letters, telephonic conversations and face to face dealings. They have to do the proper
paper work i.e. to get the required details of the guest from their arrival till their departure. They
have to manage the cash counter i.e. they have to engage in the bill preparing and payment
recovering activities (Beaver, 2005). They have to dealing with guest's suggestions and
problems. They make a face for the guests who visit Hilton Hotels & Resorts. In short all the
roles and responsibilities of employees have to be carried out in appropriate manner so that all
the customers can be served in appropriate manner. Further, this can assist in enhancing
customer satisfaction and business can deal with long term challenges present in the market.
Apart from this for delivering better services employees can be delivered training and this can be
profitable for company.
.C. Services provided by room division management emphasis on front office and
accommodation department:
Room division is a main and an important function for hotel operations. This covers
services regarding economic activities, department forecasting services and customer service
activities. Room division department formed of Front office department, housekeeping
department, reservation department , telephone department, uniformed services department and
accommodation department.
Accommodation department provide large number of services regarding housing and
rooms allocation (Burns, 2010). This department have to provide proper information about their
room's standards to their guests which plays an essential role. It checks the availability of rooms
according to their size and space adjustment. Room division department help to take out the
range in which different rooms are divided on bases of their size, view and tariff. From the
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starting of the venture, correct statistical data is be obtained for the proper accommodation. This
proper working will also increase the revenue for the Hilton Hotels & Resorts.
Front office department is the lifeline of the Hilton Hotels & Resorts. This is the
department which creates the first and the last impression of the hotel over the guests. For any
requirements and information guest relies on front office department. Front office will ensure
100 percent occupancy of room. For the same, after the expected guests they start entertaining
walk-in and call-in guests (Chung, 2000). On higher demand they even sell their large rooms
with better view, on just double rates. They maintain a guest's account in which they charge all
their expanses of the guest in the hotel. Through this they can balance all expenses and can get
payment of the same. They have enough knowledge about the hotel and their surroundings as the
guests feel free to approach them. Front office have to be every time updated with the status of
the room i.e. occupied or vacant, they have to maintain the record of expected check ins and
check outs. They also maintains and give a check to the problems or requirements of the guest.
.D. Importance of Front office and Accommodation department:
Front office department: It is a important department for Hilton Hotels & Resorts as it is
the first place for the guest to come. This is the face of the hotel by which guest rank the hotel.
They provide many benefits to the hotel and also creates an image over guest. Front office is
important as it can plays the role of management representative and can solve the problem of the
guest's on behalf of their management. They are main link between the hotel and the guest that is
why they are also know as the sales person for the hotel. They are the main source of information
for the the guest. By them, guest's became aware about the events happening in and out side the
hotel. They are the source of daily record keeping of activities of the Hilton Hotels & Resorts.
They can negotiate with people to maintain a neutral atmosphere for hotel and helps in keeping
good relation with guests and other related people (Bardi, 2011). They appears as the problem
solver for the guests. They not only solve front office complains but also any hotel related
complains. They keep their eye open towards any suspicious activity of guest and employees.
They help in making coordination for guests to different departments of the Hilton Hotels &
Resorts.
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Accommodation department: They are also equally important for the Hilton Hotels &
Resorts, as they provide impressive service to their guest. They are important as their service
influence the preference of guests and helps to bound them for longer period of time. They are
important for managing the healthiness and cleanliness of the hotel environment. Lack of this
department will lead to lack in the clean and tidy rooms, bathrooms and also lack in providing
other necessary comforts to the guests. There presence will help in maintaining smooth and
sophisticated environment for guests. They also manage the laundry services of the hotel. They
carry out maximum services of the hotel therefore it is an important department for Hilton Hotels
& Resorts (Haktanir and Harris, 2005). Effective management of the hotel can be carried out by
appointing efficient and skilled employees. They should then be trained well so that they can
generate their more skills in different work zone. After appointing them, management should do
a check for the better performance and appropriate ways to carry out the task. These effective
services will provide a good and healthy environment for guest and make them come again and
again.
E) Key aspects of planning and management of front house and accommodation service
Planning and management of front house and accommodation services has become very
important part of hotels. Effective planning helps businesses to provide more accurate and
reliable services to guests whereas ineffective planning can create dissatisfaction among the
same. It can be evaluated that the front office manager needs to develop smart objectives for long
term growth and success of businesses (Punjaisri and Wilson, 2007). Manager is also required to
ensure the fact that all staff members are well clear about their respective roles and
responsibilities. This will support in smooth flow of all operations and services. Other than this,
it can be also stated that at the time of developing plans, front office manager is required to
address training need of employees.
On the basis of those needs, training session should be arranged so that staff members can
become more productive and efficient in delivering their services. Another key aspect of
planning and management of front house along with accommodation services is related to rates
of room. At the time of determining room rates, the manager should take cost of operations,
market trends and economic conditions into consideration. Forecasting of rooms is another
aspect which plays very important role during the process of reservation. Other than this, it can
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be stated that it is the key responsibilities of staff members in housekeeping department to
inspect all rooms properly (Haktanir and Harris, 2005). All rooms which are provided to guest
should be clean and hygienic. Along with this, employees in are also required to provide laundry
services where it has clean bed-sheet, towel and clothes of guest.
It can be also stated that the hotel is required to make use of effective technology in order
to improve its overall services. The brand is required to keep on upgrading its technology so that
it can provide customers with better and more effective services. This can be costly to the
business in short term but can provide businesses with adequate sales and profitability in long
run. The planning and management of front house also focuses on providing training programs to
workers so that their knowledge and skills can be enhanced (Chung, 2000). Training will also
enhance communication skills of people working in front office department. This will lead to
service customers with better and more effective services. Management of the hotel is required to
ensure that all key aspects of planning and management of front house and accommodation
service are addressed in best possible manner.
(F) Main operational issues affecting effective management and business performance
It can be stated that there are various kind of operational issues which are effective
management and overall business performance. One of the major issues faced is associated with
motivation and morale of employees. The employees working in front office of Hilton hotel are
highly dissatisfied and their motivation level is very low. This has affected overall performance
of employees and has reduced their productivity (Bardi, 2011). The reason behind low
motivation level is that the work timings of employees are not fixed and their pay is very less.
All employees working in front office needs to be highly motivated so that they can understand
need and requirement of guest and can deliver services according to the same. Along with this,
another issues which has been faced by Hilton Hotel is related to different need and demand of
all its customers. In order to survive in long run, businesses are required to meet changing
requirements of customers in adequate manner (Anthonisz, 2014). Furthermore, different
customers have different type of needs which are required to be taken into consideration. On the
other side of this, over booking of rooms is another issues which has been faced by the
management of Hilton hotel. It can be also argued that businesses are required to take care of all
these issues and should take corrective measures to overcome the same.
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TASK B
(A) explanation of revenue/yield management
In the present scenario, yield management has developed as one of the most effective
system for increasing sales and profitability of business. In simpler terms, it is defined as a
pricing policy whose main objective is become aware of consumer behavior by predicting and
stimulating the same. This policy also supports in enhance the level of output and profits by
diving rooms in appropriate manner (Fallon and Rutherford, 2010). The concept of yield
management consists of three main aspects which negotiable prices, room demands and
scheduling of reservation. Five season hotels hotel can easily increase sales of all its rooms with
the help of yield management. It can be also explained that yield management process supports
the brand attracting adequate number of customers for using accommodations related services
which has been provided by five season hotels hotel. It can be also stated that during peak
season, it becomes very difficult for the hotel to provide guest with satisfactory services.
Therefore, using yield management, the brand is able to serve all hotel guests with the best
possible services. Other than this, management of five season hotels needs to ensure the fact that
employees working in front office department have appropriate knowledge regarding the status
of room along with prices. Employees cannot provide hotel guest with wrong information related
to price and status of room (Michael, 2010). Wrong or misleading information creates
dissatisfaction among customers and encourages them to use the services provided by other
hotels. This is a great loss to five season hotels hotel as retention of employee is very crucial for
the success of business. The process of yield management supports in carrying out activities
related to room occupancy in more effective manner. Some key factors which are considered by
this process includes rate of room occupancy in the past, degree of customer satisfaction, useful
information related holiday and other packages etc. In addition to this, the concept of yield
management also supports businesses such as five season hotels in getting aware about the
pricing policy which has been adopted by major competitors of the hotel. On the basis of this
information, five season hotels hotel is able to develop effective plans in the future.
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(b) Analysis of sales techniques which can be used to promote and maximize revenue of five
season hotels hotel
There are different types of sales techniques which are used by businesses in order to
attract customers and enhance their profitability. Some techniques which can be used by five
season hotels are discussed below as:
 Effective marketing- Marketing is the process in which business creates awareness
about its product and services among people in market. With the help of various
techniques and tools of marketing five season hotels hotel can attract more and more
customers. Furthermore, by displaying its advertisement on various offline and online
channels it can generate need among people in market (Xie and Peng, 2012). On the other
side of this, by carrying out effective promotion of its services the hotel can provide
customer with clear reason regarding why they should prefer services of five season
hotels hotel over other market players. The quality of its room and services can be
displayed on social media sites such as Facebook. This will encourage more and more
customers to buy the services of five season hotels.
 Special discounts- It can be also explained that techniques such as special discounts can
be used. Corporate client can be provided with special offers and schemes which is going
to encourage them to repeat purchase (Zainal, 2012). Other than this, discounts can be
also provided to family members.
 Dealing with travel agents- It is one of the most effective technique which can be used
to increase sales of businesses. Five season hotels can tie up with different kind of travel
agents such as Thomas Cook. This means Thomas Cook which refer all its potential
customers to use the service of five season hotels hotel. This will support the brand in
getting more new customers without doing many efforts.
(c) Evaluating the use of forecasting and statistical data in room division
In the current scenario, adequate forecasting has become very important for growth and
success of a business organization. Furthermore, it can be defined as the process in which
companies forecast their future sales on the basis of their past data. Forecasting supports
businesses in taking very crucial decisions and developing effective strategies for future (Chow
and Yang, 2003). There are different kinds of forecasting methods which can be used by five
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season hotels hotel to forecast that what kind of demand of its services and products will be there
in the future. In case if predicted demand is less than effective strategies are developed to
increase demand. The entire process of room division depends heavenly on demand of room in
market place. By carrying out analysis of sales data, businesses can become aware about the
sales trends. On the basis of this, it can get knowledge about the fact that whether sales will
increase or decline in the future. The two main elements which can be identified with the help
forecast is revenue generated and expected number of customers. In addition to this, statistical
data will help in getting aware about the need and demand of hotel guest in the past. For
instance, in last year there was more demand of luxurious rooms as compared to other rooms
(Anthonisz, 2014). Therefore, on the basis of this the brand prepare effective strategies so that it
dot not have shortage of luxurious rooms in the future peak season.
(d) Description with calculation of performance indicators used to measure the success of
accommodation sales
Every business is required to carry of effective measurement for their performance.
Furthermore, performance indicators related with room division will support in finding out
whether hotel is capable enough to achieve its objectives or not. High rate of room occupancy
means higher profits for five season hotels. Along with this, it can be also argued that
performance indicators will make the organization aware about all its leading and lacking areas
(Barros, 2005). The organization can work upon its lacking areas in order to become more
productive in the future. Some indicators which can be used by five season hotels are mentioned
below as:
 Room occupancy- The rate of room occupancy can be calculated by dividing numbers of
room occupied by the total numbers of rooms which exists in the hotel (Rajput, 2013).
This will make the organization well clear about total occupied rooms and rooms which
remained vacant during a particular season.
 Customer satisfaction rate- One of the best and most effective way to evaluate
performance of businesses (Fallon and Rutherford, 2010). High degree of customer
satisfaction clearly highlights the fact that operations and services of five season hotels
are more effective and satisfactory. On the other hand, low rate of customer satisfaction
explains that the services which has been provided by the hotel are not adequate or
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satisfactory. Feedback forms and customer review are some the ways through which rate
of customer satisfactions can be determined.
Type of Room
availability
Number of rooms No of Beds Occupancy
Single 75 75 55
Twin 60 120 50 in use by 2 guest
5 in use by 1 guest
Double 80 160 30 occupied by 2 guest
40 occupied by 1 guest
Total 215 355 180 room let (260
Sleeper)
Room occupancy percentage: 180/215 x 100 = 83.72%.
Double/twin occupancy percentage: 70/80 x 100= 87.5%.
Sleeper Occupancy percentage: 260/355 x 100= 73.23%.
Therefore, from the above data it can be concluded that majority which is more than 80%
of the total number of rooms were occupied by hotel guest. This clearly highlights the fact that te
demand of five season hotels in market is very high. Along with this, the quality of rooms and
services is also very high and satisfactory.
CONCLUSION
From the above report, it can be concluded that room division is one of important part of
business operating in hospitality industry. Furthermore, effective division results in creating
satisfaction among the mind of customers and also encourages them to repeat purchase. It can be
also concluded that with the help of using various sales techniques, businesses such as five
season hotels can easily enhance their overall sales and profitability. It can be concluded that in
order to sustain in market, hotels are required to focus more on increasing the rate of room
occupancy which will directly results in increasing profits. Apart from this, sales techniques
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being undertaken are quite effective with the help of which it is possible for organization to
enhance sales volume and leads to high profitability. Schemes such as discount and other type of
offers can be provided to the customers and this can act as effective source of attraction.
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