FOO101 - Hotel Brands: A Front Office Operations Case Study Report

This case study report provides a comparative analysis of front office operations between Ibis Budget and Raffles hotels, both brands under AccorHotels. It examines the key features, differences, and operational aspects of the front office and room division departments in each brand, highlighting how they cater to different customer segments. The report details the roles within the room division, including the front office, housekeeping, and uniformed services, and explores the relationships between the front office and other hotel departments like housekeeping and food & beverage. Specific attention is given to guest arrivals, check-in/check-out processes, and the level of service provided at both Raffles (a luxury brand) and Ibis Budget (an economy brand), showcasing how each brand strives to achieve guest satisfaction through its unique operational strategies. The study uses the FOO101 course as a framework for understanding these differences.

Running head: HOTEL AND HOSPITALITY MANAGEMENT
Hotel and Hospital Management
Name of the Student:
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Table of Contents
Discussion..................................................................................................................................2
Key features of Ibis budget and Raffles.................................................................................4
Difference between the two brands........................................................................................5
Role of the room division department....................................................................................6
Relationship between front office and other departments......................................................6
Front office operations of Raffles and Ibis budget.................................................................7
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
Hotel industry is one of the most important sectors in modern days (Benavides-
Velasco, Quintana-García & Marchante-Lara, 2014). People travel from hotel to hotel for a
variety of reasons requiring for different facilities and luxury that meet their needs as well as
are budget-friendly. In current days, numerous hotel organizations have diversified portfolio
to target specific customer market. They have developed varieties of structures and
operations that align to every brand’s purpose and that clearly signify the difference between
each brand. However, the front desk department and the room division department of the
hotel play a vital role in the success of each hotel and its operations. The quality of service
and the guest satisfaction as well differs according to the efficiency of these two. This report
will shed light on the various activities and role of the front desk and the room division
departments. Further, it will elaborate on the services that differentiate a luxury brand and a
budget brand.
Discussion
1. Background of AccorHotels and their brands
AccorHotels was established in the year 1967 by Gerard Pelisson and Dubrule. It was
the time when no one in France believed the in the hotel business model. By their creativity
and effectiveness, they both pushed the boundaries ever further and the result is unknown to
none. AccorHotels is their dream of hospitality and it is interesting to pay proper attention to
how AccorHotels has so successfully emerged over the years. They have 4,200 hotels in 95
different countries with about 2, 50,000 hospitality experts of AccorHotels who shares the
same passion and take care of billions of guests internationally. They have a list of over 20
brands to meet the desires of their guest, ranging from the luxury like Raffles and Banyan
Tree to economy like Ibis, Mama and Novotel. If someone goes through its official website,

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it is clearly mentioned in a section under the “AccorHotels Overview” that they consider their
guests as unique and that they promise to meet their demands.
Accor hotels are one of the most popular hotels in the list of hotel industry. It offers the
largest brand portfolio encompassing globally acclaimed luxury to popular mid-scale and
budget brands in inspiring and renowned resorts (Kimes & Ho, 2017). Raffles is one of the
best luxury brands of AccorHotels. It is a very charming, elegant, classy, and graceful
colonial-style luxury hotels (Cheer & Reeves, 2015) and resorts. It is true example of worldly
elegance, style and hospitality. It was name after Sir Thomas Stamford Raffles, a British
Statesman. Every Raffles hotel offers its guests warm and careful service and delivers
emotional luxury to the well-travelled guests. It has started its legendary service since 1887
and has still focused on continuing the same. The suits and apartments of the Raffles hotel
have all the elegance and charm to provide its guest. Right from corporate and social
meetings to spa journeys and social events, Raffles offer a real choice and it inspire a person
to discover more and more and fuel his curiosity. They also provide private residences to
various places like at Praslin in Seychelles, Jakarta and Makati in Philippines. They serve as a
private home where one can return to time after time. Apart from theses, numerous hotels like
the Raffles Singapore, Raffles Istanbul, Raffles Hainan, Raffles Dubai and Raffles Makkah
Palace that are considered as the best place to meet. These are the essential stoppage for the
travelers for business, events and social galas. Whether it is a board meeting, or a car launch,
a team building game at the beach or a striking gala dinner at a historic temple ruin, each
element of a meeting and event is carefully considered at Raffles. The lotus flower is the
focal inspiration of the Raffles Spa philosophy. The daily transformation of the flower is a
symbol of natural strength and revitalization. The most luxurious Raffles Spa destinations
are in Raffles Dubai, Raffles Makkah Palace, Raffles Singapore, Raffles Grand Hotel

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D'Angkor, Siem Reap, Raffles Hotel Le Royal, Phnom Penh and Spa My Blend by
Clarins, Le Royal Monceau, Raffles Paris.
Ibis budget is the budget brand under AccorHotels. It is for those who love awesome
service in awesome rates. These are the smartest, casual, contemporary and friendly hotels.
They offer great service at a dream price. The cotemporary rooms are for two to three people
with comfortable beddings, XL showers, Comfortable beddings and breakfast buffet. These
are for those guests who desire to get the most of their money (Fidlschuster, Mayer & Linder,
2017). It is the number one brand in the budget segment in Europe. There are 572 ibis budget
hotels in the network around 18 countries.
2. Key features of Ibis budget and Raffles
Ibis budget Raffles
New design and revamped public spaces by
Atelier Archangel: It creates a friendly designed
atmosphere and is highly comfortable, stylish and
contemporary.
Raffles Butler Service: Raffles Butler services
are the living personification of the Raffles’
heritage of signifying service. It takes care of
every detail so that their guests have the freedom
to unearth local culture and the freedom to space
to be themselves.
Nest Room by ibis budget: It provides a great
comfort and it combines with ultimate bedding
comfort, connectivity and modernity.
Raffles Signature Bars: The Long Bars in the
Raffles are lively and joyful places. They are the
destinations where the locals as well the tourists
socialize, where conversation flows and where
people goes to experience the city life and its
soul. There are also writer bars is an oasis of
tranquility in the Raffles Hotel, where guests
goes to relax and unwind.

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All-you-can-eat breakfast buffet: Ibis provide
its guests with qualitative and healthy products,
complied with local specialties.
Raffles Spa: The lotus flower, which transforms
daily, is a symbol of natural strength and
revitalization.
Sweet Bed: One can experience the best sleeping
experience in the ibis hotels in terms of design,
technology, product and price.
Raffles Patisserie.: These places are appreciated
by the people who loves ‘treasures’. The sweet
pastries are like gems that are discovered and
cherished by the people.
3. Difference between the two brands
Hotel Raffles Hotel Ibis
Rooms Urban; Resort Style
Average number of rooms- 100-200; 60-100 villas
Average size of the rooms(in sqm)- 60+; 90
Total Gross floor area- 130-150; 170-210
Urban Style
Average number of rooms- 100+
Average size of the rooms (in sqm)- 12.5-13.5
Total Gross floor area- 22-25
Segment High-end Luxury Low-cost
Food and
Beverages
2 Restaurants
Specialty restaurant
1 Long bar (urban only)
1 Writers bar
Raffles Patisserie
No restaurant
But breakfast room and vending machine are
available
No bar
Well-
Being
Raffles Spa
Luxury fitness centre
Swimming pool
No fitness centre
No swimming pool
No spa
Meetings,
Events &
Others
Meeting rooms
Raffles library
Ballroom
No Meeting room

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Business centre
4. Role of the room division department
The room division department plays a very important role in the working process of a
hotel. It is the first department that contacts with the guests and contribute to profit and the
whole revenue. It consists of three major segments- the front office, housekeeping and the
uniformed services. The front office is one of the many departments of the hotel business that
directly communicates with the guests when they first arrive at the hotel (Ahmad & Scott,
2014). They are very visible to the guests. They receive the guests, handles the transactions
and requests and they strike the primary impression about the hotel in their minds (W.O’Neill
& McGinley, 2014). Their role is to ensure guest satisfaction, sell their service, creating guest
database, coordinating guest service, handling guest accounts and handling in-house
communication.
It is the duty of the front office staff to communicate with the other staffs of the hotel
departments. Their internal communication relies on the PBX (Private Branch Exchange) and
IP-PBX (Internet Protocol Private Branch) system.
The housekeeping department is in charge of various functions within the hotel. The
laundry services, the room cleaning services, the room inspection services, are all provide by
the housekeeping department of the hotel. The uniformed services of consist of doorpersons,
valet, bell-staff and concierge. They handle the guest’s baggage at the time of their arrival
and departure. The valet representatives park their vehicles and the concierge is expeditor or
facilitator.
5. Relationship between front office and other departments

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With house-keeping- The front office communicates with the housekeeping departments
about room status and about the availability of ready and clean room. They communicate on
the every detail of potential house count, security concerns, toiletry items and requests for
amenities. The official reporting of all the rooms at the end of the day is achieved with a
housekeeper’s room report.
Food and beverage department- The front office department and the food and beverages
department communicate with each other regarding the information on transfers, estimate of
the number of guests that is expected to register, and the processing requests for paid-outs.
Banquet department- The front office communicate with the banquet department in order
take a note on the daily posting of events, preparation of the marquee, and for paying the bills
for the events as well. In case if the banquet manager is unable to present the bill for the
event, the front desk department should be given clear information about the rental charges,
food and beverages services and the like.
6. Front office operations of Raffles and Ibis budget
At both the brand hotels of Accor, the guests are treated with great care. However,
there is a slight difference between the two when it comes to guest arrivals, check-in process,
level of service and departure service.
Guest arrivals Check-in and Checkout processes: At Raffles, the guests are at first invited to
take their seat and are offered a complimentary glass of welcome drink with wine or a cup of
coffee. When they are done with the process of sipping and signing in, the host escorts them
further to the guestroom. Earlier, the standard check in time at hotel Raffles was 3:00 pm and
the checkout timing was 12 noon but it is no longer prevailing. It is now changed to 24-hour
check in/checkout. Ibis has recently approached to mobile technology for the check-in

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processes, housekeeping and interaction. It says that this has made room for fast online check
in and checkout process.
Level of services- There is quite difference in the level of services that they provide to their
guest. Raffles, being a luxury brand, makes sure that their guests are getting all the things that
the desire. Right from high quality food and beverages to revitalizing and relaxing spa
services, Raffles provides its guests with the best service. The majority of the services that it
provides are listed briefly in the above. However, in addition to these, it provides their guests
with a certificate to drive luxury cars like Lamborghini and Ferrari. With the same, for the
guests who likes fine dining, the hotel provides an all-day tour of different places. The guests
who like fishing are provided with eco-friendly fishing trip. The reputation performance
score (RPS) of Raffles is 92% and it has been concluded from the recent survey that 78% of
guests in the world will recommend a hotel from Raffles brand. It is the world’s third most
popular luxury hotel brands by AccorHotels. The ibis fails to provide such services but it too
provides awesome services like the all-you-can-eat buffet breakfast, nest rooms in extremely
affordable prices, and is now the number one brand in the low-cost segment in Europe.
Departure and post departure processes- At the time of guest departure, the accounting
system of both the hotels ensures the total payments for the goods and services that are
provided to them. In case, if the bill is incompletely paid by tem, the balance is transferred to
the non-guest records from guest records. During guest departure, the staff thanks all the
guests for their arrival and for giving them the opportunity to serve them and they do the
arrangement for handling luggage. In addition to that, if the guest needs any sort of drop
facilities, the front office desk fulfills it.

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Conclusion
From the above analysis, it could be stated that the front office operations plays a very
significant role behind the reputation of a hotel organization. Right from receiving the guest
to attending them at the time of their departure, the front office and the room division
departments, everything is in their hand. The iconic hotels of the Accor group serve its best to
meet customer-satisfaction. However, there are few differences in services offered by the
different brands but none is inferior to other in any terms. They are worth their value of
money.

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References
Ahmad, R., & Scott, N. (2014). Managing the front office department: Staffing issues in
Malaysian hotels. Anatolia, 25(1), 24-38.
Benavides-Velasco, C. A., Quintana-García, C., & Marchante-Lara, M. (2014). Total quality
management, corporate social responsibility and performance in the hotel
industry. International Journal of Hospitality Management, 41, 77-87.
Cheer, J. M., & Reeves, K. J. (2015). Colonial heritage and tourism: ethnic landscape
perspectives. Journal of Heritage Tourism, 10(2), 151-166.
Fidlschuster, M., Mayer, C., & Linder, P. (2017). Hotel Market Germany. In Understanding
German Real Estate Markets (pp. 403-422). Springer International Publishing.
Kimes, S. E., & Ho, J. (2017). Revenue management in luxury hotels. Journal of Revenue
and Pricing Management, 1-5.
W. O’Neill, J., & McGinley, S. (2014). Operations research from 1913 to 2013: The Ford
assembly line to hospitality industry innovation. International Journal of Contemporary
Hospitality Management, 26(5), 663-678.