The Guest Cycle in the front office of a hotel is a fundamental concept that outlines the complete journey of a guest from the moment they consider staying at a hotel until after their departure. It's a systematic approach designed to ensure guest satisfaction, efficient operations, and maximum revenue. This cycle is typically divided into four main phases: Pre-Arrival, Arrival, Occupancy, and Departure, with a crucial Post-Departure phase often considered for relationship management.
Phase 1: Pre-Arrival
The pre-arrival phase begins even before the guest physically sets foot in the hotel. It's all about attracting potential guests and securing their reservations.
Marketing and Sales: This is the initial point where the hotel creates awareness and desire. Marketing efforts, including online travel agencies (OTAs), hotel websites, social media campaigns, and traditional advertising, play a crucial role in reaching potential guests. Sales teams might target corporate clients or group bookings.
Reservation Inquiry: Guests start by inquiring about availability, rates, and facilities. This can happen through various channels: phone calls, emails, direct visits to the hotel, or increasingly, through online booking platforms.
Reservation Confirmation: Once a guest decides to book, the front office agent processes the reservation. This involves gathering essential details like guest name, contact information, arrival and departure dates, room type preference, special requests (e.g., non-smoking room, extra bed), and payment guarantee (credit card details). A confirmation number is generated and provided to the guest.
Pre-Arrival Communication: Many hotels engage in pre-arrival communication to enhance the guest experience. This might include sending a welcome email with hotel information, directions, and a reminder of their booking details. Some hotels offer online check-in options to expedite the arrival process. For VIP guests or special occasions, personalized communication might be initiated.
Anticipating Guest Needs: Based on the reservation details and any special requests, the front office (and other departments like housekeeping) can begin anticipating guest needs. For instance, if a guest has requested a crib, housekeeping can ensure it's in the room before arrival.
Phase 2: Arrival
The arrival phase is the guest's first physical interaction with the hotel and sets the tone for their stay. A smooth and efficient check-in is paramount.
Welcome and Registration: Upon arrival, guests are greeted warmly by the front office staff. The registration process involves verifying the reservation details, checking identification (as per legal requirements), and obtaining a signature on the registration card.
Room Assignment: Based on the reservation, room availability, and guest preferences, a suitable room is assigned. If the requested room type is unavailable, the front office might offer an upgrade or an alternative.
Rate and Payment Verification: The agreed-upon room rate is confirmed, and the guest's payment method (credit card, cash, direct billing) is verified. For credit card payments, pre-authorization might be taken to cover potential incidentals.
Key Issuance: Once all formalities are complete, the guest is issued their room key (electronic card or traditional key).
Information Provision: The front office agent provides essential information about the hotel's facilities, services (e.g., restaurant hours, Wi-Fi access, pool timings), and any ongoing promotions. Directions to the room are given, and bell services might be offered for luggage assistance.
Guest Luggage Handling: Bell staff assist with luggage, either taking it directly to the room or storing it for later delivery.
Phase 3: Occupancy
The occupancy phase is the core of the guest's stay, where they utilize the hotel's services and facilities. The front office acts as the central hub for guest assistance.
Information and Assistance: Throughout their stay, guests may approach the front desk for various queries: directions, local attractions, transportation arrangements, restaurant recommendations, or booking tours. The front office acts as a concierge, providing accurate and helpful information.
Mail and Message Handling: The front office is responsible for receiving and delivering mail and messages for guests.
Key Duplication and Replacement: In case a guest misplaces their key, the front office is responsible for issuing a duplicate after verifying their identity.
Wake-up Calls: Guests often request wake-up calls, which are managed by the front office.
Handling Guest Complaints and Requests: This is a critical function. The front office staff must be adept at handling complaints, ranging from minor issues (e.g., a non-functioning TV remote) to more significant problems (e.g., noise disturbances). Prompt and effective resolution is crucial for guest satisfaction. Similarly, special requests (e.g., extra towels, an iron) are fulfilled through coordination with other departments.
Processing In-house Changes: This includes extending stays, changing room types, or adding extra guests to a room.
Inter-departmental Coordination: The front office acts as a communication hub, coordinating with various departments like housekeeping (for room cleaning, laundry), food and beverage (for room service, restaurant reservations), maintenance (for repairs), and security.
Incidental Charges Posting: Charges for services like mini-bar consumption, room service, telephone calls, or pay-per-view movies are posted to the guest's folio (account) by the front office or integrated systems.
Phase 4: Departure
The departure phase is the final interaction point and should leave a lasting positive impression on the guest. A smooth and efficient check-out process is vital.
Check-out Request: Guests inform the front desk of their intention to check out.
Folio Settlement: The front office agent retrieves the guest's folio, which lists all charges incurred during their stay. The guest reviews the charges for accuracy.
Payment Processing: The guest settles their outstanding balance using their preferred payment method. This might involve credit card processing, cash payment, or direct billing for corporate accounts.
Final Goodbyes: The front office staff expresses gratitude for the guest's stay and wishes them a pleasant journey.
Luggage Assistance: Bell services are again offered for luggage assistance to the lobby or transportation.
Feedback Collection: Many hotels use this opportunity to gather feedback from guests, either through verbal interaction or by providing comment cards or links to online surveys. This feedback is invaluable for service improvement.
Phase 5: Post-Departure (Optional but Recommended)
While not always considered a direct part of the front office guest cycle, the post-departure phase is crucial for building long-term relationships and fostering repeat business.
Lost and Found: The front office handles lost and found items, contacting guests if their belongings are found after departure.
Database Management and Marketing: Guest information is updated in the hotel's database for future marketing initiatives, loyalty programs, and personalized offers.
Feedback Analysis and Action: Collected feedback is analyzed to identify areas for improvement in hotel services and operations.
Thank You Notes/Surveys: Some hotels send personalized thank-you notes or follow-up surveys to guests to reinforce the positive experience and encourage future stays.
Billing Inquiries and Adjustments: The front office may handle post-departure billing inquiries or make adjustments if errors are discovered.
