Hotel Professional Skills Assignment: Hotel Group: Best Western
Hotel Professional Skills Assignment: Hotel Group: Best Western
FACULTY OF TOURISM
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TABLE OF CONTENTS
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INTRODUCTION
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MAIN CONTENT
1. History of hotel industry in the world and in Vietnam
1.1. History of hotel industry in the world
1.1.1.What is a hotel?
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Photo by tom balabaud on Pexels.com
Hotels go back to ancient times. Not in the way we know them, but right back to the
early days of civilisation.
In those days there were places where you could exchange money or goods for a roof
over your head for the night. This was especially important at this time because
journeys were taken by foot (or horse and cart, later), so getting places took much
longer than it does now.
While this matches the concept of a hotel as we know it, it was often just a room in
somebody’s home. Often it was actually an outhouse! At this point, hotels were
somewhere to stay out of necessity as part of a journey – rather than somewhere to
make a journey to.
However, savvy ancient business men realised that this was something they could
expand on.
In the Ancient Roman times, society began to see more of what we would equate to
today’s hotels.
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Hospitia, derived from the word hospitality, was used to describe rooms rented in
private homes, as explained above. Over time these were commercialised.
The hospitia started to offer food and drink as well as somewhere to sleep, and became
somewhere that people would travel to for relaxation and holiday purposes – the upper
classes, that is!
One example is the House of Sallust, a popular hotel in Pompeii before the city was
destroyed. This is now a popular dark tourism destination.
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1.1.4.The modern hotel industry
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In order to adapt and try to become the inn of choice in any one town, inn owners
started running their lodgings in a more professional manner. This meant proper
timetables and fixed food menus. This is where we start to see likenesses to the
modern hotel industry!
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record for many industry firsts. It was the first hotel to have indoor plumbing with
toilets and baths, as well as free soap (a tourist favourite) and a proper reception desk
area which did more than just take payment. As time went on, more and more hotels
opened.
Thanks to the industrial revolution, there was regular but structured work so people
had more income as well as time off. Travel started to be more accessible and more
appealing.
With the invention of trains and cars as well as reduced working hours and other
benefits, travel was no longer something only the wealthy could do! Demand lead to a
turning point in the history of hotels as they increased in popularity hugely. By the
1900s, there were many hotels around the globe.
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became more urban. As the desire to travel increased, so did the different types of
hotels.
The boom in hotels was a prominent part of the history of tourism. With travel
becoming a more popular activity, there had to be plenty of variety. This is why we
now see beach resorts and motels, golf resorts and budget hostels around the globe.
The diversity within business meant that different target audiences were catered to! It
is also meant prices could vary depending on what particular hotels were offering.
Hotel categorisation brought a whole new level to the industry.
And of course, international travel opening up meant that hotels and resorts around the
globe had a whole new clientele to cater to: foreign tourists. People were no longer
just travelling domestically. They were now visiting other countries to explore, staying
for longer time periods and expecting more out of their trip.
The rise in levels of income and standard of living but also coupled with an increase
in leisure time has been especially beneficial to the tourism industry. The advent
of technological progress particularly through higher capacity cruise ships and
aircrafts, computerized reservation systems, better road transport facilities have played
key roles in the global growth of hotel industry. Moreover, improved productivity has
been encouraging to the industry by aiding to reduce costs and making travel and
tourism products more accessible and affordable.
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A blog post about the history of the hotel industry would not be complete without
mentioning Nisiyama Onsen Kiunkan.
According to the Guinness Book of World Records, this is the oldest operational hotel
in existence. You can find it Yamanashi, Japan. It opened in AD 707 and has been
open ever since, run by the same family for forty-six generations. The hotel was given
the title in 2011.
The Nisiyama Onsen Kiunkan is a four-star hotel with 35 rooms decorated in
beautifully Japanese-style decor. The rooms have free-flowing baths and stunning
views of the Kai Mountains as well as the Hayakawa and Yukawa Valleys. People
can book a stay at the Nisiyama Onsen Kiunkan and experience it for themself!
Best Western was founded in 1946 by M.K. Guertin as an informal referral system
among member hotels. By 1963, Best Western had become the largest chain in the
industry, with 699 member hotels and 35,201 rooms. In 1964, when Canadian hotel
owners joined the system, Best Western took the first step toward global expansion.
Since then, Best Western has become a familiar presence in more than 80 countries,
and with more than 4000 hotels, remains the leader with respect to number of
properties under a single flag.
In March 2001 Best Western opened its first representative office in Thailand, and was
the group's first official office opened in Asia.
In 2011, Best Western embarked on a mission to help customers better navigate its
large and diverse portfolio. Three new types of Best Western hotels entered the
marketplace: BEST WESTERN®, BEST WESTERN PLUS®, and BEST WESTERN
PREMIER®. All deliver on Best Western’s promise of great service, value and
cleanliness, but differ in terms of space and style. For the guest, this means increased
satisfaction and a clear idea of which Best Western to book for each travel occasion;
for the developer, it means more opportunity to benefit from the powerhouse Best
Western brand in upper midscale and upscale markets.
TIMELINE
1946
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Best Western Motels is founded by M.K. Guertin, a hotelier with 23 years of
experience in the business. The chain begins as an informal link between properties
with each hotel recommending other lodging establishments to travelers. The “referral
system” consists of phone calls from one desk operator to another.
1951
In a guest editorial published in American Motel Magazine, Guertin speaks of the
importance of advertising properties to the general traveling public. This is considered
a very revolutionary approach in the lodging industry.
1962
Best Western has the only hospitality reservations service covering the entire United
States.
Best Western begins using the crown logo with a rope border to identify member
properties.
1963
Best Western is the largest motel chain in the industry with 699 member properties and
35,201 rooms.
1964
The group of motels east of the Mississippi River is incorporated as Best Eastern Inc.
1966
The entire membership, Best Western and Best Eastern, unites under the Best Western
name. A seven-person Board of Directors is elected by regional members to provide
leadership and make policy decisions. Guertin retires.
The organization moves it's headquarters from Long Beach, CA, to Phoenix, AZ. The
Board decides to relocate because of savings involved in centralizing operations and
the potential for further expanding membership services.
A major expansion of Best Western services is announced. Changes include
establishing a new reservations center offering toll-free service for business
commuters, travel agents and vacationers through arrangements with American
Express; increasing membership standards; opening sales offices in Washington D.C.,
Montreal, Phoenix and Seattle; establishing tie-ins with airlines and representatives
from other transportation industry organizations and investigating stronger infiltration
of tour and business meeting markets.
1972
Properties are required to accept six major credit cards. Reservations that are charged
are considered “guaranteed” and rooms have to be held for the entire night. Properties
have the right to bill for “no-show” clients.
1974
Best Western decides to drop its referral organization image, eliminates the word
“motel” from its name and begins directly competing directly with other full-service
lodging chains.
1976
Best Western Mexico launches, bringing more than 100 properties in Mexico and
Central America into the fold.
1977
To meet the demands of rapid growth, a multi-million dollar Best Western
International Headquarters complex is designed and built in northeast Phoenix.
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The phrase “World’s Largest Lodging Chain” becomes a part of Best Western’s
corporate identification and advertising theme. The tagline later changes to “The
World’s Largest Hotel Chain”
1978
Best Western welcomes Great Britain and Ireland into the family.
1979
Best Western accommodates 15 million guests and generates $1 billion in room sales.
1980
Best Western membership rises to 2,654 hoteliers worldwide.
1981
In August, a satellite reservations center is established inside the Arizona Center for
Women (ACW), a minimum-security correctional facility in Phoenix. This innovative
venture, employing inmates as reservations sales agents, answers the chain's business
need for a flexible workforce. The program brings numerous awards and worldwide
attention to Best Western.
Best Western welcomes Austria, France, Sweden, Switzerland and Germany into the
family.
1982
1984
Best Western welcomes Belgium, Finland and the Netherlands into the family.
1985
1986
1988
The Gold Crown Club® International Program for frequent travelers launches. Within
a year, it acquires more than 200,000 members and sales of more than $40 million.
1990
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1992
Best Western expands into South America with its first property in Brazil.
Development also begins in Turkey.
1993
A brand identity study recommends the adoption of a new Best Western logo and
identity. On November 30, the members approve the adoption of a new logo and
officially retire the Gold Crown logo.
1995
Best Western introduces its first listings on the Internet. Full information on 150
member properties, including photographs, becomes instantly available via personal
home computer.
Best Western opens its first property in Israel, establishing its presence in the Middle
East.
Best Western expands into Botswana, Zimbabwe and South Africa.
2001
Best Western Asia head office opens in Bangkok, Thailand, covering most of the
continent and the Middle East.
2002
2003
Best Western introduces the Best Western Premier® descriptor in Europe and Asia.
2004
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2005
Best Western begins averaging $1 million in bookings per day through
bestwestern.com.
2006
Best Western celebrates its 60th Anniversary with the 1946 Room Rate Promotion,
where lucky guests are provided with a special one-night charge of $5.40 – the
approximate value of overnight accommodations six decades ago, when the company
got its start.
2007
Best Western begins using online surveys to keep track of customer satisfaction, one
of the first steps in leading the industry in superior customer care.
The hotel chain is named a Preferred Lodging Partner of AAA/CAA, and begins a
multi-year partnership with Harley-Davidson®.
2008
Best Western launches new Atrea prototype.
The Gold Crown Club® International Program celebrates its 20th Anniversary and is
renamed Best Western Rewards®.
2010
Best Western passes ballot approving three descriptors – BEST WESTERN®, BEST
WESTERN PLUS® and BEST WESTERN PREMIER®.
2011
2012
Best Western introduces advanced cleaning technologies at its North American
properties, becoming the first hotel brand to empower housekeeping staff to set a new
standard for guest care through the use of UV wands, black lights and clean remotes.
2013
On May 21, 2013, Best Western International announced that it will take over
management of the Green Hill Hotel in Yangon, Myanmar. The acquisition gave the
Best Western brand a place presence in Myanmar (Burma) as its first hotel
establishment in the country.
2014
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Best Western announces Vīb®, an urban boutique concept focused on style, technology
and engagement, and BW Premier Collection®, a soft brand of carefully selected, high-
quality hotels in global primary markets.
2015
Best Western's "Gold Crown" logo was introduced in 1964 and would continue with a
few minor revisions over the next 32 years, until it was replaced by a blue and yellow
logo in 1996. In 2015, Best Western introduced a new family of logos, replacing the
core logo and adding signage for Best Western Plus and Best Western Premier.
2016
Best Western celebrates its 70thanniversary and introduces SureStay Hotel Group®.
2017
Best Western adds company's eleventh brand, BW Signature Collection ® by Best
Western.
2018
Best Western introduced the year-long Today’s Best Western campaign, giving
travelers a look “Behind the Brands,” diving into each of its hotel offerings. The brand
also celebrated BWR’s 30th anniversary, launched two new brands - Sadie ® and
Aiden®, and opened the first ever Vib® and GLo® hotels in the U.S.
2019
Best Western announces the acquisition of renowned global hotel brand
WorldHotels®representing a collection of approximately 300 unique and special hotels
and resorts in premier destinations around the world. The acquisition enhances Best
Western’s portfolio of offerings to include the upper upscale and luxury segments.
Best Western also expanded its SureStay Hotel Group ® offerings by launching
SureStay StudioSM, a premium-economy extended stay option.
2020
Best Western Hotels & Resorts leads the industry with its response to the COVID-19
crisis by launching several initiatives to protect its guests and its hoteliers. A few of
these initiatives include the brand’s industry-leading We Care Clean program; a
support package for front line workers; elite status protection for BWR members; and
unprecedented measures that afforded its hotel owners (members) much-needed
financial relief during a time of immense challenge.
Was the initial result of doing business in the United States, west of the
Mississippi River. In 1964, Best Western launched an effort to expand its business east
of the Mississippi River by using the moniker "Best East" for its Gold Crown hotel
and its logo "Best Western". By 1967 the "Best East" was phased out and a move that
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would further strengthen the brand's "World's Largest Hotel Chain" and was very
successful in the 1970s.
The ''Gold Crown'' is a symbol of the West and was introduced in 1964, with
minor modifications over the next 32 years until it was replaced in 1996 with the
yellow and blue logo. In 2015, Best Western introduced a new group of logos,
replacing the core logo and adding signage for Best Western Plus and Best Western
Premier.
2.2.2. Logo
From the motels operating company to a world’s famous hotel chain, the Beat
Western brand has had a pretty intense and successful history, and so did its logo,
which evolved from a simple boring badge to something contemporary and sleek.
1962 – 1966
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In 1962 the logo was redesigned to make the brand more recognizable and
stand out in the list of competitors. The new emblem featured a bright yellow rectangle
with a yellow and red crown on top. The wordmark was set on a yellow background in
red and brown, with the “Western” parts emphasized again.
1966 – 1974
The name of the company changed to “Best Western
Motels” and the logo is being redrawn in 1966. The lines of
the crown became more rounded and wide, and the letters of
the inscription were cleaned and strengthened. As for the
color palette, it remained the same, but the yellow gained a
lighter shade.
1974 – 1984
The “Motel” part was erased from the company’s
name in 1974. The new logo fully repeated the colors and
composition of the previous one, but the wordmark was now
set in dark brown and executed in a smooth custom typeface
with both parts equal in size.
1984 – 1993
The redesign of 1984 placed the yellow emblem
with the crown on a vertically oriented black rectangle
with a double white and black outline and rounded
angles. Under the yellow icon, there was a white sans-
serif “Worldwide Lodging” tagline written in big
capitals. The brown color of the main inscription was
changed to black to balance the look of the image.
1993 – 2015
The logo, created for the brand in 1993 was something
new — a yellow serif inscription placed on a bright blue
geometric background with a yellow and blue outline. Above
the logotype, there was a contoured stylized crown in thin red
lines, drawn resembling a letter “W”. This emblem still can
be seen in some company’s locations.
2015 - today
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The redesign of 2015 changed the style of the Best Western visual identity
again. The new lettering is executed in a smooth and sleek custom typeface with the
ends of the letters curved and looking fancy and playful. As for the emblem, it is
composed of a glossy blue circle with the white “BW” in the same typeface on it. The
dark and calm blue color palette of the refreshed logo evokes a sense of stability and
comfort, showing the company as a reliable and professional one.
GLō®
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BW Premier Collection®
Vīb®
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Best Western Premier®
Sadie® Best Western
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Best Western®
BW Signature Collection®
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Executive Residency by Best Western®
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WorldHotelsTM Collection is a curated global offering of the finest independent hotels
and resorts around the world. Each WorldHotels property is as exquisite as the
destinations you find them in, creating unforgettable experiences from the moment you
walk through the doors.
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WorldHotelsTM Luxury
WorldHotelsTM Elite
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WorldHotelsTM Distinctive
WorldHotelsTM Crafted
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SureStay® Hotel Group offer value-oriented travelers an exceptional experience at an
affordable price. Comprised of four distinctive brands, SureStay Hotel Group offers
traditional and longer stay travelers comfort and value while away from home.
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SureStay Plus®
SureStay®
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SureStay Signature Collection®
SureStay Studio®
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In Vietnam, Best Western is operating Best Western Dalat Plaza Hotel, Best Western
Pearl River Hotel (Hai Phong) and Best Western Premier Indochine Palace (Hue). Best
Western Sea & Sun and Best Western Resort & Residence will officially open in the
fourth quarter of this year, followed by Best Western Premier Nha Trang Plaza located
in one of the most beautiful bays in the world. In 2014, Best Western will be present in
Vung Tau with the Best Western Premier Oceanami Hotel & Resort and in Ho Chi
Minh City with the Best Western Premier Saigon Kenton. Another famous one is Best
Western Premier Sonasea Phu Quoc located at Bai Truong Beach on the west coast of
Phu Quoc Island.
Best Western Premier Indochine Palace is located right in the city center and only 20
minutes by car from Phu Bai International Airport. The hotel is attracting many market
segments such as leisure guests, business travelers, as well as ensuring the provision of
infrastructure for MICE events (meetings, rewards, seminars and exhibitions).
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Best Western Premier Havana Nha Trang
Assistant of
Chairman
chairman
General Manager
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3.2.2. Functions of the departments
Like all other hotel groups. Best Western also has 11 departments and each
deapartment will have its own tasks and functions
The front office staff of Best Western welcome the guests, carry the lugguage, help
them register, give them their room keys and mail, answer question about the activities
in the hotel surrounding area, and finally check them out.
3.2.2.2. Housekeeping Department:
The housekeeping department of Best Western Hotel is responsible for the cleanliness,
maintenance, and aesthetic upkeep of rooms, public areas, back areas, and
surroundings in a hotel and for the immaculate care and upkeep of all guest rooms and
public spaces at all times.
3.2.2.3. Food and beverage service department:
This department of Best Western looks after the service of food and drinks for guests.
Food and Beverage Department of Best Western is a big Department which becomes
second profit source of a hotel. This Department has responsibilities those are:
responsible about food and beverage service and product.
3.2.2.4. Kitchen or Food Production Department:
All the food and beverages in Best Western that are served to the hotel guest is
prepared in the kitchen.
3.2.2.5. Engineering and Maintenance Department:
The engineering department is responsible for repairing and maintaining the plant and
machinery, water treatment and distribution, boilers and water heating, sewage
treatment, external and common area lighting, fountains and water features etc. Also,
It looks after the maintenance of all the equipment, furniture and fixture installed in a
hotel.
3.2.2.6. Accounts and Credits Department:
This department maintains all the financial transactions. Accounting departments
typically handle a variety of important tasks. Such tasks often include invoicing
customers, accounts receivable monitoring and collections, account reconciliations,
payables processing, consolidation of multiple entities under common ownership,
budgeting, periodic financial reporting as well as financial analysis.
3.2.2.7. Security Department:
The security department of this hotel is responsible for the overall security of the hotel
building, in-house guests, visitors, day users, and employees of the hotel, and also their
belongings.
3.2.2.8.H R department:
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Human Resource department is responsible for the acquisition, utilisation, training,
and development of the human resources of the hotel.
The role of the HR department also has to do with the administration of an impartial
and internal justice system which will promote transparency and openness in
organisational communication. The Human resources department also serves as a
progressive voice in a common system and strives to ensure competitiveness in the
conditions of service for staff.
3.2.2.9. Sales and Marketing Department:
The major role of the sales and marketing department is to bring in business and also
to increase the sales of the hotel’s products and services is the major task of the
department.
3.2.2.10. Purchase Department:
The purchase department is responsible for procuring the inventories of all the
departments of a hotel.
3.2.2.11. Information Technology (IT) / Systems:
The Information Technology department is responsible for the day-to-day support of
all IT systems, business systems, office systems, computer networks, and telephony
systems throughout the hotel/resort.
Additionally responsible for Information Technology issues, products, and services at
the property. Provides user training and support of all property/site systems, network
enhancements, hardware and software support etc.
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3.3.2. Dining
a. Essence Restaurant
Located in the south-west wing of the resort’s ground floor, Essence Restaurant
is impressive not only in size but also in the excellent cuisine it delivers. A generously
sized venue, the scale of Essence Restaurant’s ambitious design, a space which can
seat up to 350 people, is matched by its expansive and spectacular menu.
The hotel’s all-day dining restaurant, Essence
is the place where guests meet every morning and
marvel at the vast array of local and international
dishes available at the breakfast buffet, which
features dishes cooked in front of you, fresh fruit
juices, a wide variety of coffee, freshly baked bread
and traditional Vietnamese breakfast options, such
as the famed pho beef noodle soup. The menu
serves a variety of both Vietnamese fare and
Western dishes meaning there’s something for everyone. We enjoyed the daily
Vietnamese set menu inclusive of local flavours, fragrant soups, steaming claypot
dishes, and tropical fruit. Kids ordered off the Children’s menu which was full of
healthy options and simple flavours to please all ages.
c. Fitness center
Their modern fitness center equipped with state-
of-the-art cardio-vascular equipment, including
treadmills, exercise bicycles and weight machines,
along with free weights. Guests will also enjoy
complimentary access to the resort’s sauna and steam
room.
d. Kids club
Children's activities, Nemo’s Kids Club is a
bright, fun and safe environment where children can
enjoy an array of games and activities. Open daily, this
kids’ club has a weekly schedule including children’s
movies, arts and crafts, swimming pool and even
swimming pool games. Babysitting services are also
available at a small surcharge, to allow parents the
peace and quiet time they so richly deserve.
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CONCLUSION
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APPENDIX
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REFERENCE
Vietnamese:
1.…
2.…
English:
1.…
2.…
Websites:
1.…
2.…
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