After reading and studying this chapter, you should be able to:

Chapter One

Introducing Hospitality

• Chapter Objectives

After reading and studying this chapter, you should be able to:

• Discuss the history of hospitality through the ages
• Describe the characteristics of the hospitality industry.
• Explain corporate philosophy and Total Quality Management
• Discuss the many facets of service and why it has become such an important part

of the hospitality industry.

• Suggest ways to improve service.
• Discuss current trends in the hospitality industry

II. Key Teaching Elements/Chapter Outline/Lecture Suggestions Page Object.Prelude A short introduction to the hospitality industry

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Hospitality Through the Ages The word hospitality comes from hospice, an old French term meaning “to provide care/shelter for travelers.” Hospice de Beaune in Burgundy, France was established as a refuge for the poor in 1443 and still exists today. The sale of wine from its estates every November determines the prices for the next year’s Burgundy wines.

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Ancient Times The Sumerians (what is now Iraq) were the first to record elements of hospitality as they provided locals and travelers taverns where they served beer, food, and provided a place to stay.Between 4,000 and 2,000 B.C.E., early civilizations in Europe, China, Egypt, and India all had some elements of hospitality offerings, such as taverns and inns along the roadside.

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Greece and Rome The Code of Hammurabi (circa 1700 B.C.E) made mention of tavern owners responsibilities. Increased travel made some form of overnight accommodations necessary and taverns and inns sprang up everywhere.By the time Marco Polo traveled to the Far East, there were 10,000 inns with the best in China.

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Medieval Times Charlemagne established rest houses for pilgrims in the eighth century and innkeepers in Florence, Italy formed a successful guild in 1282 that had 86 members by 1290.A stagecoach journey from London to Bath took three days with several stopovers at inns or taverns called ‘post houses.’ In the late sixteenth century, a type of tavern for commoners called an ‘ordinary’ were serving food for a fixed price. The food was ‘ordinary’ and there was no choice in the meal plan.

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Coffee Houses Coffee and tea became popular in the 16 th century and coffeehouses became a way of life.With water being dangerous, these flavored drinks became popular very quickly.

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The New World The “ordinary’ as taverns were called in the early days of the American colonies, were gathering places for residents, hold meetings, and conduct business. The tavern was an important part of the new world.George Washington used the Frauncis Tavern as his Revolutionary War headquarters and it still operates today.Even future presidents owned and operated taverns as the new colonies were being established.

The French Revolution

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The French revolution changed the course of culinary history as it was nobility that employed most of the country’s chefs. With the elimination (literally) of the noble class, French chefs began the immigration to other countries and especially to the Americas.Thomas Jefferson installed a French chef in the White House, which influenced interest in French cooking in the new colonies.Many of the immigrant chefs found New Orleans and changed the culinary direction of the region with their style of cooking.

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The Nineteenth Century In 1856, Antoine Carême published La Cuisine Classique detailing numerous dishes and sauces. This led to the re-invention of the restaurant and its classic fare. By 1848, a hierarchy of eating places existed in New York City. There was a restaurant, level of service and price for everyone.

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The Twentieth Century Several restaurant chains began in the 1900’s, including the classic White Castle with its sparse décor yet popular menu. In 1959 the Four Seasons opened as the first elegant American restaurant that was not

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French in style.

Following World War II, America took to the road and expanded rapidly with hotels, motels, fast food, and coffee shops. With the expansion of air transportation, hotels and restaurants sprang up to meet the needs of the expanding nation.

In the 1980’s, hospitality, travel, and tourism continued to increase dramatically. The baby boomers began to exert influence through their buying power. Distant exotic destinations and resorts became more accessible.

The Twenty-First Century The hospitality industry continues to mature with increased market segmentation and consolidation. More people are traveling, especially from and to China, Brazil, and India.The recession slowed the industry, but as we emerge from it occupancies are up along with revenue per available room. Now companies are driving the margins to squeeze out a reasonable profit.

10 1 Welcome to You, the Future Hospitality Industry Leaders!The hospitality industry is one of the most fascinating, fun, and stimulating to work in, plus you get paid quite well and have excellent advancement opportunities.

The hospitality industry is one where it does not take long before advancement opportunities come along. A degree plus experience enables almost anyone with the service spirit to enjoy success.

One of the reasons that Marriott International is so successful is given by Jim Collins writing in the forward of Bill Marriott’s book The Spirit

to Serve: Marriott’s Way. He writes that Marriott has timeless core

values and enduring purpose…including the belief that people are number one…”take care of Marriott people and they will take care of the guests.” People with a service spirit are happy to do something extra to make the guest’s experience memorable. As one human resource director says, “Creating memorable experiences for others and being an Ambassador of the world, adding warmth and caring.”

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The National Restaurant Association (NRA) forecasts a need for thousands of supervisors and managers in the hospitality and tourism industry.

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The Pineapple Tradition The pineapple is a symbol of welcome, friendship, and hospitality.Imported from the West Indies, pineapples were often served to royal families and the elite.

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1, 2 The Interrelated Nature of Hospitality and Tourism The hospitality and tourism industry is the largest and fastest growing industry in the world. An exciting aspect is that the industry comprises so many different professions.

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1,2,6 Common dynamics in this diverse industry include the delivery of services and products and the customer-guest impressions of them.

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Whether in direct contact with a guest (front of the house) or working behind the scenes (back of the house), the most challenging aspect of working in the industry is creating powerful impressions that have the ability to affect the human experience.

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People who provide services to travelers have the responsibility of representing their communities, creating memorable experiences, and meeting the needs and wants of people away from home.

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Restaurants fill the biological need to eat as well as the need to socialize and to be entertained.

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In managed services, foodservices are provided to institutional clients, meeting the needs of the guests as well as the client itself.

Studies show that as many as 57 percent of consumers now use the Internet to book their travel, a percentage that vastly changes the landscape of the hospitality industry. In fact, technology could be the thin line between a successful business and bankruptcy for many organizations.

Restaurants use more than 30 different technology applications to provide faster, more cost efficient and productive business operations for guests and staff.

Many studies already showed that high-speed Internet is one of the most important in-room amenities that enable guest satisfaction in a hotel.

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Characteristics of the Hospitality Industry Open 365 days a year, twenty-four hours a day, the hospitality industry tends to work longer hours than most other industries. Those in senior positions can expect to work 10-12 hours a day regardless of the time 19 2 4

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