GENERAL FUNCTIONS OF THE FRONT OFFICE

The front office department performs following functions:-

• Selling of the hotel rooms to guests
• Accepts advance booking of the rooms
• Receiving and registering the guests when they arrive at the hotel and assign them room
• Coordinate guest services like:-
• Mail and message handling
• Locating guest within hotel premises (paging)
• Connecting guest telephone calls
• Keeping valuables in safety deposit lockers
• Room keys handling
• Baggage handling
• Sundry payments on behalf of guest
• Provide information about:-
• The facilities and services provided by the hotel
  • The surrounding community
  • Any attractions or events of interest to guest.
  • The City
  • Happening of any events or attractions of interest to guests
  • Places of tourist interest
  • Exchange currency, find a translator, or request other special assistance.
• Maintaining accurate room status information
• Maintaining guest accounts and monitor credit
• Preparation of guest account statements
• Settlement of guest account at the time of departure
• It is the base of operations during an emergency, such as a fire or a guest injury.

IMPORTANCE OF FRONT OFFICE

Front desk is the first thing that a guest/visitor will come in contact. In a sense, the front office department is an introduction to the Hotel. A well presented, well organized front office department will give a great first impression to guest. While on other side a frantic, unorganized front desk will immediately give visitors a sense of unease and a negative impression about the hotel. Front office is very much important for the hotel as follows:-

• Front office is the regarded as the show window of the hotel which reflects the image of a hotel i.e. it is considered as the mirror of the entire hotel as it creates the first image of the entire hotel.
• It act as a link between hotel and guest as it is the first department of the hotel with which the guest comes in contact at the time of their arrival and is also the last department with which guest interact at the time of departure.
• Front office act as a focal point for the hotel as all the information related to guest is delivered from front office to other departments
• Front office is considered as the nerve centre and the back bone of the hotel as it coordinates with other departments of hotel in order to provide smooth and efficient services to the guest.
• Front Office is considered as the heart of the hotel as it is the major revenue generating department of the hotel besides food and beverage department as front office generates 60-70%revenue for the hotel by selling of the hotel‘s main product i.e. “room.”
• It is responsible for revenue generation in terms of foreign exchange thereby helping in developing the economy of the country.
• The front office is also responsible for welcoming the guest, greeting the guest and handling the check in and checkout procedure.
• To offer service such as handing mails, faxes, messages and hotel information.
• It is responsible for handing guest complains suggestions, request and feedbacks etc.
• It is responsible for providing safe and secure environment to the guest and his belongings.
• It is critical in providing enjoyable, relaxing and satisfying experience for guests
• Carries special responsibility of dealing with guest and resolving their problems.
• The front office department develops and maintain up to date records based on guest information, guest service and ensures guest’s satisfaction
• It serve as the hub for the hotel- area where most of the guest contact and transactions take place

The office should make use of the property management systems (PMS) and point-of-sale terminals (POS) to open a guest account for each customer and post all charges from the departments. Front Office is not only responsible for selling room but also responsible to up-sell the rooms and other services provided by the hotel. It is the front office which act as the first and the last point of interaction between the hotel and the guest so it should tries to create the lasting impression in the minds of the guest. By providing efficient smooth an error free services front office help hotel to secure positive response from the guest, repeat business and free word of mouth publicity.

Thus in other words, it is the “show case window” of a hotel which reflects the image of a hotel. It is the back bone as well as the” Nerve Center” of a hotel from where all the information and messages are communicated to the different department or personal. The front office in a hotel holds prime important in a view of the basic nature of a business of a hotel i.e. to sell the rooms. More than 50% of the hotel’ sales or revenue are collected from selling rooms. Thus, the role of the front office is to reserve, receive, register, and allocate rooms to the guest and acts as a continuous source of information to the guest during their stay at the hotel. Other major functions of this department include settlement of guest account, providing guest services, preparation of guest history card, luggage handling, airport pick-up etc.

FRONT OFFICE LAYOUT AND DESIGN

Layout is the physical demarcation of the sections of the department. To ensure smooth and efficient functioning of the department it is important to divide it in sections and delegates tasks accordingly. Therefore, the layout of the front office department should be carefully done to improve the efficiency and control of the front office personnel. A properly designed layout of the department results in proper space utilization. The layout and design depends on duties performed at the front desk and the size and type of the hotel. To direct the guest to the proper activity center, signs may be placed. Most Front desks are located in the hotel lobby. A typical Front desk is approximately 3½ feet high and 2½ feet deep. Furthermore, the front office design and layout should look more aesthetic and use utilize better types of the working system i.e., whether the hotel is fully automated, semi-automated or manual along with the accessibility factor for the staff members. The layouts can be:-

• Circular and semicircular arrangement where there is normally a straight wall at the back of the desk with a door leading to front office support services, Circular and semicircular front desks allow greater flexibility; also look wise it is more appealing.
• L- Shaped, Curved Shaped, straight shaped etc.

Figure: Layout of Front Office