HOTELS

Prepared by:-
Maysa Ghazi
Contents
 Hotel’s Definition
 The main Components of Hotel’s concept
 Hotels’ categorization
 Stars system Categorization
 Hotels’ Size Based Categorization
 What is front of house (FOH) in Hotels?
 What is back of house (BOH) in Hotels?
 -A hotel is a commercial establishment that provides lodging (residence)
and usually meals and other services for travelers and other paying guests.
- Abuilding where you pay to have a room to sleep in, and where you
can sometimes eat meals
A Hotel Concept is designed around 7 components that cover all aspects of
running it successfully:
1. The Story
2. The People
3. The Space
4. The Identity
5. The Services
6. The Content
7. The Channels.
Starting from the central story, components are interconnected and work side
by side to build a unique, coherent whole.
1. The hotel concept story

A story conveys why guests should stay at your hotel, beyond

the bed and breakfast.“
Having a good story presents several clear advantages:
•A story lasts virtually forever and can evolve.
•A story is hard to copy and can increase awareness around your property.
•A story is inexpensive to create, in relation to the overall cost of building or
renovating a hotel.
•A story can trigger an emotional response and decrease price sensitivity.
•A story is engaging and gives journalists a reason to follow you over the years.

centering a story around avant-garde street art would not be

consistent with an airport hotel run by conservative founders.
 The crystal-shaped
exterior of the Monte
Rosa Hütte with the Monte Rosa Hütte Hotel/Switzerland
pyramid-shaped
Matterhorn peak in the
background.
The concept is that your
evaporating and radiating
body heat is insulated
within the building walls
holding the temperature
steady.
In return, the New Monte
Rosa Hut gives you a
majestic view of the
Gorner Glacier valley and
a cozy place to sleep. It is
called a well-functioning
symbiosis!
 The crystal-shaped
building is designed to
make sunlight spiral
inside while redistributing
thermal body heat from
occupants to heat the
lodge naturally.
 It combines a wooden
interior with an
aluminum and glass shell
to reveal amazing views of
the Gorner Glacier.
 Excess energy is stored
in valve-regulated lead-
acid accumulators, which
will provide power in
darkness
2. People: at the core of all interactions
The People component encompasses all the people who play a part in your
hotel concept. That means: your employees, your guests, your partners
and, to a certain extent, your investors. Together, they bring your concept
to life. In most hotel concepts, people are at the core of all interactions.
"Hotels might sell rooms, but relationships are the real currency.“
3. Space: more than stunning interiors
the Space component relates to the physical makeup of the hotel. It
encompasses the:-
zoning, the customer flow of a hotel, as well as its interior design. A hotel
space must match with its core story:
a "rebel story hotel" should be designed differently than "a
conservative elite hotel".
Flow Diagram of a Typical
Hotel
Hotel’s Lobby
Hotel’s Lobby
 "Your hotel space must be aligned with your core story.“

 Zoning is the first and most essential step to planning your hotel space, as it
greatly impacts the customer experience
 Different spaces have different purposes and require sensible placing: a
quiet library space will not do well if located next to a busy restaurant or
hotel bar. Refining your customer flow allows guests to circulate smoothly
between different zones, which reduces stress and can create new
opportunities for generating revenue.
 Interior design should come last in the space design process. The brief
should consider the story, as well as both zoning and customer flow
 Consider cultural and social norms when designing a space. Narrow
corridors and dim lighting will encourage your guests to be quiet, while
a bar area with high stools and loud music will encourage social interaction.
 The hotel koé in
Shibuya, Tokyo, is
a great example of
mindful spatial
design. Their hotel
concept revolves
around "new
basics for new
culture", merging
hospitality, retail,
food and
entertainment
under one roof.
The space has been
designed to balance
efficiency and
revenue generation
with guest privacy
and comfort
 the ground floor
houses a bar-
restaurant-bakery
space that draws in
outside traffic.
Above, the first
floor is dedicated to
Koé's eponymous
fashion label, while
the hotel reception
and rooms are
located on the upper
floors.
This protects guests
from the hustle and
bustle of the street
below.
4. Identity: A hotel's look and feel
The Identity element in the framework encompasses all the graphic, verbal
and sensorial aspects of a hotel concept. From corridor signage to website
layout and up to the hold music, every ingredient is an
opportunity for a hotel to assert its unique identity. Since
these items are experienced by guests before, during and after their stay, the
identity they express must be fully coherent with the story of your hotel.
"The identity must be fully coherent with the story of your hotel."
Visual identity plays a particularly important role in creating an identity.
It also contributes to your hotel's perceived value: stellar website design is
good advertising in and out of itself. The visual identity you develop also
extends to the content you create.
 The
Fife Arms Hot
el
/UK is a luxury
hotel in the
Scottish Highlands,
housed in a
restored Victorian
coach inn. It boasts
a consistent
identity across all
touch points and a
story about
connecting
heritage, hospitality
and contemporary
art
The hotel even created
its very own Scottish
tartan, used for staff
uniforms and bed
covers. To complete
the picture, staff are
encouraged to speak
with a strong Scottish
accent to keep the
original soul of the
place alive.
5. Hotel services offering
The framework's Services component covers the services and amenities offered to guests
before, during and after their stay.
When building a hotel concept, the level of services offered is an important consideration.
Depending on your positioning and target audience,
"your-wish-is-my-command" approach of some palace hotels.
"Consider which services actually add value to the guest experience.“
The degree of technology is also important. While a free - and reliable - Wi-Fi connection
is now considered a commodity in most hotels, some establishments also offer Bluetooth
speakers, connected TVs with Netflix or Apple TV, or chatbot concierges(a type of
software on the hotels website) available anytime, anywhere. It's important to consider
which of these services add value for your guests
6. The Content:
Content component defines the intellectual property and
communication assets a hotel develops.
The goal is:
increasing trust in your hotel
 Local Area
 Food & Beverage
 Seasons or Citywide Events
 Occasions & Celebrations
 Travel Tips
 Places of Interest
Attractions
7. Channels to broadcast your
story
The Channel component in the
framework encompasses:
 all digital channels
 as well as the real-world activities
and events a hotel organizes to
bring their story to life. From your
booking page to your end of-year
theme party
Channels represent all the marketing
touchpoints between you and your guests."
Hotels Categorization

Hotels categorization, or hotels rating is the basis for determining quality standards in
the hospitality industry. There are five categories of hotels.
The detailed minimum quality requirements for hotel facilities and hospitality services are
precisely described. Minimum quality requirements include:
 external fittings surrounding areas (e.g. lighting),
 interior features of the object (water supply, sewerage, heating, air conditioning, elevators),
 reception and dining room (e.g., minimum areas, the number of toilet facilities),
 minimum range of hotel services (such as wake-up calls),
 minimal services hotel rooms, equipped with furniture, lighting, sanitary and hygiene
facilities,
 minimum qualifications required of staff.
Purpose of hotel categorization
Hotel categorization is used inorder to:

 help people identify standard and level of services,

 protect consumers,
 have an influence on services and prices,
 vary the requirements according to the type and providing services,
 determine the requirements for each category relating to equipment,
appearance, etc.,
 facilitate trade and contact between people.
 Types of Hotels
First:- Star system in hotel categorization
 Hotel rating is based on a scale of 1-5 stars, 5 stars means
the highest level of services, 1 star means the lowest/poor
standard. Five-star system helps to classify hotels according
to their quality and makes that it is easier to compare them.
Hotel star rating system is used almost all over the world,

 but there are some exceptions e.g., in the USA instead of star
system, diamond system (AAA Five Diamond Award) is
used.
 In England, in addition to star system there exists crown
system. Despite the existence of other systems,
the star system is an essential tool to rate hotels.
Different countries have different requirements Divan Hotel Erbil
for hotel standard. The same number of stars not
exactly means the same in other country:
 ***** five-star hotel (luxury) – provide the
guests with the highest level of accommodation
and services.
 The highly qualified and multilingual staff
(receptionist, concierge, page boy, doorman etc.).
 Reception and room service opened 24 hours.
The lobbies are spacious,
 the rooms complete with stylish furnishing and
quality linens.
 There are various amenities and facilities to
meet the needs of most demanding customers.
 Locations of the 5* hotels can vary from the
very exclusive locations of a suburban area, to the
heart of down-town. 228 guest rooms and parking for 200 cars, 12 meeting
rooms, 5 restaurants, 4 up-scale boutiques, a lounge and bar
 Erbil
International
Hotel *****
 **** four-star hotel (first class)
 provide the guest with the level of service above Erbil Arjaan by Rotana
average.
 The rooms are spacious, and they are well lit and
furnished.
 Room service and other facilities and amenities
are present.
 The highly qualified staff. Hotels are usually
located near shopping malls or city centers,
 there are dining areas and other major attractions.

Erbil Arjaan by Rotana

o An upscale property with 168 modern and fully-
furnished serviced hotel apartments,
o Two international restaurants
o seven fully-equipped and flexible venues to meet
the needs of a variety of social and business occasions
o Gym and Bodylines Fitness & Wellness Club
o consists of
93 luxurious Canyon Hotel Erbil
Rooms & ****
Suites
o Canyon
Hotel Erbil
offers a
luxurious
Presidential
Suite on the
4h floor
o modern
restaurant
and a bright
café with
large
windows
 *** Three-star hotel (middle
class)
 provide the guest with the average
level of services. Large, well-
appointed rooms and decorated
lobbies.
 They are often located near major
express-ways or business areas,
 convenient for shopping trips,
have moderate to high priced
attractions
BL Hotel (Bakhtiary street)
• restaurant and a garden and offers
free Wi-Fi.
• Terrace Restaurant and garden where
guest can relax
 ** Two-star hotel
(economy)
 It is usually small to
medium-sized and
conveniently located.
 The facilities typically
include telephones and
TVs in the bedroom.
QUAINT Hotel (two side
Ankawa)
o Featuring free WiFi and a
restaurant
o The hotel also offers car
hire.
 * One-star hotel (budget,
tourist)
 small hotels managed by
the proprietor,
 usually have a more
personal ambiance.
 In the room there are only
basic equipment. Poor
standard of services.

Corbigoe Hotel/UK is the perfect choice for a

comfortable stay in one of London's most central
locations at a competitive price.
Exception from the five-star system:
******* seven-star hotel - The Burj Al Arab hotel in Dubai (described as "the world's only seven-Star hotel")
Second:- Hotel
Classifications Based on
Size
 Small Hotel
In India, hotels with twenty-
five rooms or less are classified
as small hotels, while, Europe
and America, hotels with less than
100 rooms are considered small

Hotel Alka/India
 Downtown Hotel
A downtown hotel is
located in the center of
the city or within a short
distance from the
business center,
shopping areas, theatres,
public offices, etc. The
center of the city may
not necessarily be the
geographical center, but
it refers to an area that is
considered to be the
commercial hub of the
city. Hotel Nova Sky/Ainkawa Road
 Sub-Urban Hotel
As the land cost in the city center is higher and the space is limited, some
entrepreneurs build their hotels near the outskirts of the city. Providing similar
facilities as the downtown hotels, these hotels are set in sub-urban areas and have the
advantage of quieter surroundings
Such hotels are ideal for people who prefer to stay away from the hustle and
bustle of a city and Providing similar facilities as the downtown hotels

 Resort Hotel
Hotels that are located at tourist destinations such as hill stations, sea beaches,
and the countryside are referred to as resort hotels.
These hotels have a very calm and natural ambiance.
The occupancy in resorts is normally higher during vacation time and
weekends when guests want to take a break from their weekly routine
Rubar Resort/Barzan-Erbil
 Airport Hotels
Airport hotels are situated in the vicinity of airports and other ports of entry. Offering all the
services of a commercial hotel, these hotels are generally patronized by passengers who need
a stopover in route to their journey.

 Motel
The word ‘Motel‘ is formed by merging the two words’ motor and hotel. They are
located primarily on highways and provide modest lodgings to highway travelers. This
phenomenon was quite common in American and European countries.
In the year 1950, the concept of motels came into existence to meet the requirements of such
highway travelers.
 Flotel
Floatels are types of lodging properties that float on the surface of the water. This
category consists of all lodging properties that are built on top of rafts or semi-submersible
platforms and includes cruise liners and houseboats. Some of them provide luxurious
accommodation, along with food and beverage facilities to guests.
The Houseboats of Dal lake in Srinagar/India
What is front of house (FOH) in Hotels?
The front of house (FOH) basically refers to the area of a hospitality
establishment that is visible and accessible to customers, whether it’s in a
restaurant or a hotel. This includes the dining room, lobby, hotel facilities
such as gym, bar, event venue and any other public areas where guests are
served.

The front of house represents the public face of your hospitality business; its
what guests see, hear and feel - and so it’s crucial to ensure that every
aspect of the guest experience of your front of house is positive.

Front of house staff plays a hugely important role in creating a

welcoming FOH atmosphere, providing excellent customer service,
maintaining the appearance and safety of FOH spaces , and
ensuring that guests have an enjoyable experience
Some common roles in the front of house include:
 Host/Hostess
 Wait Staff
 Concierge
 Front Desk Assistant
 Event Staff
 Fitness and Recreation staff
 Front of House Manager
 Operations Manager
 Restaurant or Bar Manager
What is back of house (BOH) in Hotels?
In contrast to the visible FOH side of the business, the back of house (BOH)
refers to the area of a hospitality establishment that is not visible to
customers. In terms of the physical space of the business, this includes the
administrative offices, kitchen, storage areas, housekeeping, laundry, and any
other spaces where food and supplies are prepared or stored.

In terms of hospitality business areas, the back of house includes any

team that plays a role in running the business behind the scenes .
This includes teams such as marketing, social media, finance, sales, rooms
division, human resources, security and operations as well as cooks, kitchen
and cleaning staff.

No hotel or restaurant business can function without a great team of

staff managing all aspects of the business that are invisible to
customers.
Some common roles in back of house include:
•Housekeeping
•Cleaning
•Chef / Cook
•Dishwasher
•Prep Cook
•Food Runner
•Business Administration
•HR
•Sales
•Marketing
•Bookkeeping and Finance
•Housekeeping Manager
•Marketing Manager
•Revenue Manager
•Facilities Manager