HOTEL AND LODGING MANAGEMENT - Mrs. Socha's Classroom...HOTEL AND LODGING MANAGEMENT SERIES EVENT...

AS USED IN DECA’SINDIVIDUAL SERIES EVENTS

SAMPLE ROLE PLAYS

2012 EDITION

HOTEL AND LODGING MANAGEMENT

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Hotel and LodgingManagement

Individual Series Events

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Published 2012 by DECA Images. Copyright © 2012 by DECA Inc.

No part of this publication may be reproduced for resale without written permission from the publisher.

Printed in the United States.

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Hotel and Lodging Management

TABLEOFCONTENTS

Introduction .....................................................................................................................3

Role Plays Role Play #1 ...............................................................................................................5 Role Play #2 .............................................................................................................11 Role Play #3 .............................................................................................................17 Role Play #4 .............................................................................................................23

INTRODUCTIONThis publication is designed to assist DECA members and their local chapter advisors in preparing for the Individual Series Events. This document will be useful in preparing students for local, state and international competition by familiarizing them with the format, structure and evaluation tools used in international competition. This series of events is presented as an example of the types of events in which a student might expect to participate at the International Career Development Conference. The competitive events found herein, however, are not representative of all performance indicators that the student may be expected to demonstrate on the international level. A complete list of performance indicators upon which the events are written can be found at www.deca.org/competitions/2.

PROCEDUREAn individual series event consists of two major parts: a written comprehensive exam and two preliminary role-playing events. A third role-play activity will be given to finalists.

The comprehensive exam is a 100-question multiple-choice test developed especially for each series based on the knowledge, skills and attributes associated with the particular occupation. Exams from previous years are available for sale through DECA Images at www.deca.org/shop.

In the role-playing portion of the event, participants must accomplish a task by translating what they have learned into effective, efficient and spontaneous action.

The participant is given a situation to review. It may indicate a product or service to sell, a merchandising decision or a problem in communication and interpersonal skills. Participants are allowed 10 minutes to review the situation and to develop a professional approach to solving the problem.

Up to 10 minutes are then allowed for the participant to be examined by a competent judge and asked to explain how (s)he would solve the situation or problem. The judge is a qualified business executive playing the role of second party in the situation. Following the examination, the judge evaluates the participants’ responses and records the results on an evaluation form which has been developed specifically for each competitive event.

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PREPARATIONIn order for DECA members to realize success in competition, DECA advisors are encouraged to care-fully plan curriculum which will contribute to student success in the competency based competitive events and to provide real world experiences specifically necessary in the occupational area for which the student has a career interest.

Competency based competitive events are intended to be a motivational tool used by the DECA advisor to encourage student learning. The success of the member’s participation in competency based competi-tive events directly relates to the experiences (s)he has gained in the classroom and / or at the training station.

As the local, district, state or international competitive event approaches, the advisors are encouraged to further prepare the competitor in tasks such as the following:

Prepareyourselfmentally.The competitor should get sufficient sleep the night before competition so that (s)he will be mentally alert and able to concentrate on the activities.

Dressappropriately.Professional dress should be worn to all conference sessions. Please note: Competitors at the ICDC must wear an official DECA blazer during interaction with the judges. Official DECA blazers are sold through DECA Images.

Followtheprogramagenda.Competitors should carefully follow the program agenda provided at the conference. (S)he should locate the event room beforehand and arrive at the site early enough to be acclimated to the environment, re-laxed, etc. Competitors must be on time for each event.

Usepreparationtimewisely.Competitors should take advantage of the time provided for each activity of the event. During the writ-ten tests, the competitor should think through each item completely and carefully while gauging the time appropriately. If time allows, recheck the answers. While preparing for role play events, competitors should use all the time allotted constructively.

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CAREERCLUSTERHospitality and Tourism

CAREERPATHWAYLodging

INSTRUCTIONALAREAMarketing

HOTELANDLODGINGMANAGEMENTSERIESEVENT

PARTICIPANTINSTRUCTIONS

PROCEDURES

1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge).

3. You will be evaluated on how well you meet the performance indicators of this event.

4. Turn in all your notes and event materials when you have completed the role-play.

PERFORMANCEINDICATORS

1. Detail the functions of room service.

2. Discuss motivational theories that impact buying behavior.

3. Explain customer/client/business buying behavior.

4. Discuss actions employees can take to achieve the company’s desired results.

5. Demonstrate connections between company actions and results.

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EVENTSITUATION

You are to assume the role of assistant manager at Silver Hotel, a four star hotel located in a busy downtown metropolitan area. The general manager of the hotel (judge) has asked you to create a plan to increase room service sales.

Silver Hotel is a popular property for both business travelers and vacationers. Its location in the middle of a busy downtown area is near the business district, popular tourist spots and shopping areas. The hotel maintains a high occupancy rate, scores high in customer service and satisfaction, yet room service sales have been steadily declining for the last three years.

The hotel property has one restaurant that serves upscale, gourmet cuisine. The general manager (judge) feels that a four star hotel must boast a four star restaurant. While the hotel restaurant has a great reputation and is highly ranked in guidebooks and magazines, room service sales continue to decline. Because the hotel is located in a busy downtown area, there are a variety of restaurants surrounding the hotel, varying in cuisine and price.

Silver Hotel offers room service from 5:00 AM – 9:00 AM for breakfast, 11:00 AM – 2:00 PM for lunch and 5:00 PM – 9:00 PM for dinner. All room service menu items are from the four star restaurant menu.

The general manager of the hotel (judge) has asked you to create a plan that will increase room service sales. The general manager (judge) would like you to consider both business travelers and vacationers in your plan.

You will present your plan to increase room service sales to the general manager (judge) in a role-play to take place in the general manager’s (judge’s) office. The general manager (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented your plan and have answered the general manager’s (judge’s) questions, the general manager (judge) will conclude the role-play by thanking you for your work.

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JUDGE’SINSTRUCTIONS

DIRECTIONS,PROCEDURESANDJUDGE’SROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1. Procedures

2. Performance Indicators

3. Event Situation

4. Judge Role-play CharacterizationParticipants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5. Judge’s Evaluation Instructions

6. Judge’s Evaluation FormPlease use a critical and consistent eye in rating each participant.

JUDGEROLE-PLAYCHARACTERIZATION

You are to assume the role of general manager at Silver Hotel, a four star hotel located in a busy downtown metropolitan area. You have asked your assistant manager (participant) to create a plan to increase room service sales.

Silver Hotel is a popular property for both business travelers and vacationers. Its location in the middle of a busy downtown area is near the business district, popular tourist spots and shopping areas. The hotel maintains a high occupancy rate, scores high in customer service and satisfaction, yet room service sales have been steadily declining for the last three years.

The hotel property has one restaurant that serves upscale, gourmet cuisine. You feel that a four star hotel must boast a four star restaurant. While the hotel restaurant has a great reputation and is highly ranked in guidebooks and magazines, room service sales continue to decline. Because the hotel is located in a busy downtown area, there are a variety of restaurants surrounding the hotel, varying in cuisine and price.

Silver Hotel offers room service from 5:00 AM – 9:00 AM for breakfast, 11:00 AM – 2:00 PM for lunch and 5:00 PM – 9:00 PM for dinner. All room service menu items are from the four star restaurant menu.

You have asked the assistant manager (participant) to create a plan that will increase room service sales.

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You would like the assistant manager (participant) to consider both business travelers and vacationers in the plan.

The assistant manager (participant) will present the plan to increase room service sales to you in a role-play to take place in your office. You will begin the role-play by greeting the assistant manager (participant) and asking to hear his/her ideas.

During the course of the role-play you are to ask the following questions of each participant:

1. Do you agree that a four star hotel must have a four star restaurant?

2. Will we need to promote any parts of your plan to our guests?

3. Will any part of your plan affect our restaurant customers that are not hotel guests?

Once the assistant manager (participant) has presented the plan to increase room service sales and has answered your questions, you will conclude the role-play by thanking the assistant manager (participant) for the work.

You are not to make any comments after the event is over except to thank the participant.

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JUDGE’SEVALUATIONINSTRUCTIONS

EvaluationFormInformation

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge’s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

EvaluationFormInterpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

LevelofEvaluation InterpretationLevelExceeds Expectations Participant demonstrated the performance indicator

in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator.

Meets Expectations Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.

Below Expectations Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.

Little/No Value Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.

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JUDGE’SEVALUATIONFORMHLM

DIDTHEPARTICIPANT:1.Detailthefunctionsofroomservice?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to detail the functions of room service were inadequate or weak.

Adequately detailed the functions of room service.

Effectively detailed the functions of room service.

Very effectively detailed the functions of room service.

2.Discussmotivationaltheoriesthatimpactbuyingbehavior?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to discuss motivational theories that impact buying behavior were inadequate or weak.

Adequately discussed motivational theories that impact buying behavior.

Effectively discussed motivational theories that impact buying behavior.

Very effectively discussed motivational theories that impact buying behavior.

3.Explaincustomer/client/businessbuyingbehavior?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to explain customer/client/business buying behavior were weak or incorrect.

Adequately explained customer/client/business buying behavior.

Effectively explained customer/client/business buying behavior.

Very effectively explained customer/client/business buying behavior.

4.Discussactionsemployeescantaketoachievethecompany’sdesiredresults?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to discuss actions employees can take to achieve the company’s desired results were inadequate or unclear.

Adequately discussed actions employees can take to achieve the company’s desired results.

Effectively discussed actions employees can take to achieve the company’s desired results.

Very effectively discussed actions employees can take to achieve the company’s desired results.

5.Demonstrateconnectionsbetweencompanyactionsandresults?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to demonstrate connections between company actions and results were inadequate or weak.

Adequately demonstrated connections between company actions and results.

Effectively demonstrated connections between company actions and results.

Very effectively demonstrated connections between company actions and results.

6.Overallimpressionandresponsetothejudge’squestions.Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2 3,4,5 6,7,8 9,10Demonstrated few skills; could not answer the judge’s questions.

Demonstrated limited ability to link some skills; answered the judge’s questions adequately.

Demonstrated the specified skills; answered the judge’s questions effectively.

Demonstrated skills confidently and professionally; answered the judge’s questions very effectively and thoroughly.

Judge’sInitials TOTALSCORE

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INSTRUCTIONALAREAPromotion



PROCEDURES






1. Explain the nature of a promotional plan.

2. Coordinate activities in the promotional mix.

3. Describe the use of technology in the promotion function.

4. Identify communication channels used in sales promotion.

5. Detail two types of marketing materials for the lodging facility.

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EVENTSITUATION

You are to assume the role of manager at Brook HouSe, a bed and breakfast lodging facility located in the countryside. The owner (judge) has asked you to create a promotion plan that will attract new guests.

Located 45 minutes away from a large metropolitan area, Brook HouSe is nestled in the quiet countryside. The ten room bed and breakfast property is located right on Brook River. Known for its relaxing environment, gracious hospitality and attentive service, Brook HouSe offers much more than just lodging. Hiking trails surround the rural property and canoes are available for rowing the river; a swimming pool, hot tub and sauna are located on an outdoor patio; an extensive library and regional art displays are in the parlor area of Brook HouSe; and every evening guests are invited to attend a cooking class as dinner is prepared. Each room at Brook HouSe offers luxurious linens, robes, spectacular views of the countryside, and fresh flowers.

Brook HouSe has always received superior reviews and positive critiques, but with people tightening their budgets, the property’s occupancy rate has fallen as franchised value hotels’ occupancy rates have risen.

The owner of Brook HouSe (judge) understands that the $250 nightly rate is much more expensive than franchise hotels, but also knows that Brook HouSe offers much more than other lodging facilities. The owner (judge) has asked you to create a promotional plan for Brook House that will attract new guests to the property.

You will present the promotional plan to the owner (judge) in a role-play to take place in the owner’s (judge’s) office. The owner (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented the promotional plan and have answered the owner’s (judge’s) questions, the owner (judge) will conclude the role-play by thanking you for your work.

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1. Procedures


3. Event Situation





You are to assume the role of owner of Brook HouSe, a bed and breakfast lodging facility located in the countryside. You have asked the manager (participant) to create a promotion plan that will attract new guests.

Located 45 minutes away from a large metropolitan area, Brook HouSe is nestled in the quiet countryside. The ten room bed and breakfast property is located right on Brook River. Known for its relaxing environment, gracious hospitality and attentive service, Brook HouSe offers much more than just lodging. Hiking trails surround the rural property and canoes are available for rowing the river; a swimming pool, hot tub and sauna are located on an outdoor patio; an extensive library and regional art displays are in the parlor area of Brook HouSe; and every evening guests are invited to attend a cooking class as dinner is prepared. Each room at Brook HouSe offers luxurious linens, robes, spectacular views of the countryside, and fresh flowers.

Brook HouSe has always received superior reviews and positive critiques, but with people tightening their budgets, the property’s occupancy rate has fallen as franchised value hotels’ occupancy rates have risen.

You understand that the $250 nightly rate is much more expensive than franchise hotels, but also know that Brook HouSe offers much more than other lodging facilities. You have asked the manager (participant) to create a promotional plan for Brook House that will attract new guests to the property.

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The manager (participant) will present the promotion plan to you in a role-play to take place in your office. You will begin the role-play by greeting the manager (participant) and asking to hear his/her ideas.


1. Who is the target market of this promotion plan?

2. Other than cheaper prices, what does a franchise hotel offer that we do not?

3. If we lower our price, would we hurt our image?

Once the manager (participant) has presented the promotion plan and has answered your questions, you will conclude the role-play by thanking the manager (participant) for the work.


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DIDTHEPARTICIPANT:

1.Explainthenatureofapromotionalplan?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to explain the nature of a promotional plan were inadequate or weak.

Adequately explained the nature of a promotional plan.

Effectively explained the nature of a promotional plan.

Very effectively explained the nature of a promotional plan.

2.Coordinateactivitiesinthepromotionalmix?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to coordinate activities in the promotional mix were inadequate or weak.

Adequately coordinated activities in the promotional mix.

Effectively coordinated activities in the promotional mix.

Very effectively coordinated activities in the promotional mix.

3.Describetheuseoftechnologyinthepromotionfunction?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to describe the use of technology in the promotion function were weak or incorrect.

Adequately described the use of technology in the promotion function.

Effectively described the use of technology in the promotion function.

Very effectively described the use of technology in the promotion function.

4.Identifycommunicationchannelsusedinsalespromotion?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to identify communication channels used in sales promotion were inadequate or unclear.

Adequately identified communication channels used in sales promotion.

Effectively identified communication channels used in sales promotion.

Very effectively identified communication channels used in sales promotion.

5.Detailtwotypesofmarketingmaterialsforthelodgingfacility?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to detail two types of marketing materials for the lodging facility were inadequate or weak.

Adequately detailed two types of marketing materials for the lodging facility.

Effectively detailed two types of marketing materials for the lodging facility.

Very effectively detailed two types of marketing materials for the lodging facility.






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INSTRUCTIONALAREACustomer Relations



PROCEDURES






1. Demonstrate a customer-service mindset.

2. Handle customer/client complaints.

3. Reinforce service orientation through communication.

4. Use conflict-resolution skills.

5. Determine when a room is available for sale.

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EVENTSITUATION

You are to assume the role of front desk manager at riverS inn, a moderately priced hotel popular with business travelers. A hotel guest (judge) is upset because the room you assigned the guest (judge) is already occupied by another person. You must remedy the situation to both guests’ satisfaction.

riverS inn is a small, moderately priced hotel with 65 standard rooms and five suites. The hotel has a small café located in the lobby that sells light fare. Check-in time at the hotel is 2:00 PM and check-out time is 11:00 AM. The average occupancy rate for the hotel is 70%. At times guests are able to check-in to their room early, if clean rooms are available. The front desk workers and the housekeeping staff communicate via a walkie-talkie system to determine which rooms are clean and vacant.

Just five minutes ago, you had an early check-in at the front desk. You assigned the guest (judge) a room that you assumed was vacant. The hotel guest (judge) has returned to the front desk irate. When the guest (judge) entered the hotel room you assigned, the room was already occupied by another guest. Both guests were startled, embarrassed and now mad at the mistake that was made.

You must talk to the angry hotel guest (judge) and find a way to make amends for the mistake. You do not want to lose the hotel guest’s (judge’s) business nor do you want the guest (judge) to have a negative opinion of riverS inn.

You will discuss the situation with the hotel guest (judge) in a role-play to take place at the front desk. The hotel guest (judge) will begin the role-play by asking to hear how the situation will be resolved. After you have discussed the situation with the hotel guest (judge) and have answered the guest’s (judge’s) questions, the guest (judge) will conclude the role-play by thanking you for your time.

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1. Procedures


3. Event Situation





You are to assume the role of a hotel guest at riverS inn, a moderately priced hotel popular with business travelers. You are upset because the hotel room the front desk manager (participant) assigned you is already occupied by another person. The front desk manager (participant) must remedy the situation to your satisfaction.

riverS inn is a small, moderately priced hotel with 65 standard rooms and five suites. The hotel has a small café located in the lobby that sells light fare. Check-in time at the hotel is 2:00 PM and check-out time is 11:00 AM. The average occupancy rate for the hotel is 70%. At times guests are able to check-in to their room early, if clean rooms are available. The front desk workers and the housekeeping staff communicate via a walkie-talkie system to determine which rooms are clean and vacant.

Just five minutes ago, you checked-in early at the front desk. The front desk manager (participant) assigned you a room that was assumed vacant. You have returned to the front desk irate. When you entered the hotel room you were assigned, the room was already occupied by another guest. Both you and the other guest were startled, embarrassed and now mad at the mistake that was made.

The front desk manager (participant) must talk to you and find a way to make amends for the mistake. The front desk manager (participant) does not want to lose your business nor does the front desk manager (participant) want you to have a negative opinion of riverS inn.

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The front desk manager (participant) will discuss the situation with you in a role-play to take place at the front desk. You will begin the role-play by asking to hear how the situation will be resolved.


1. What steps will you take to ensure this doesn’t happen again?

2. Is customer satisfaction more important than high occupancy rates?

3. I still might fill out a complaint on the hotel’s corporate website; do you think that is fair?

Once the front desk manager (participant) has discussed the situation with you and has answered your questions, you will conclude the role-play by thanking the front desk manager (participant) for the work.


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DIDTHEPARTICIPANT:

1.Demonstrateacustomer-servicemindset?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to demonstrate a customer-service mindset were inadequate or weak.

Adequately demonstrated a customer-service mindset.

Effectively demonstrated a customer-service mindset.

Very effectively demonstrated a customer-service mindset.

2.Handlecustomer/clientcomplaints?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to handle customer/client complaints were inadequate or weak.

Adequately handled customer/client complaints.

Effectively handled customer/client complaints.

Very effectively handled customer/client complaints.

3.Reinforceserviceorientationthroughcommunication?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to reinforce service orientation through communication were weak or incorrect.

Adequately reinforced service orientation through communication.

Effectively reinforced service orientation through communication.

Very effectively reinforced service orientation through communication.

4.Useconflict-resolutionskills?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to use conflict-resolution skills were inadequate or unclear.

Adequately used conflict-resolution skills.

Effectively used conflict-resolution skills.

Very effectively used conflict-resolution skills.

5.Determinewhenaroomisavailableforsale?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to determine when a room is available for sale were inadequate or weak.

Adequately determined when a room is available for sale.

Effectively determined when a room is available for sale.

Very effectively determined when a room is available for sale.






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INSTRUCTIONALAREAPricing



PROCEDURES



3. You will be evaluated on how well you meet the performance indicators of this event. 4. Turn in all your notes and event materials when you have completed the role-play.


1. Identify types of charges that can be posted to accounts.

2. Explain customer/client/business buying behavior.

3. Explain factors affecting pricing decisions.

4. Describe the role of business ethics in pricing.

5. Explain the nature and scope of pricing.

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EVENTSITUATION

You are to assume the role of vice-president of marketing for Sandalwood HotelS, a high-end hotel chain. The president (judge) has asked for your analysis and recommendation regarding a proposed guest fee.

Sandalwood HotelSis a chain of twenty-seven upscale hotels found exclusively in warm weather or winter ski destinations. The chain’s service and amenities are favored by guests and travel critics alike. All but five of the Sandalwood properties carry the prestigious AAA Four-Diamond rating. All properties include: an activities desk, spa/salon/fitness center, on-site shops and restaurants, tennis courts, outdoor swimming pool and hot tubs, in-room iron, blow dryer, two telephones, and in-room safe.

The past two years have been financially challenging for Sandalwood HotelS. The sluggish economy and high unemployment have forced some individuals to cut back on their discretionary spending. Add the fact that Sandalwood properties are now available on third-party websites such as Priceline and Orbitz for a little as $69 a night and the result is a drop in the average room rate from $325 to $289.

Recently, the president (judge) attended a meeting where a suggestion was offered which would boost revenue and return the average room rate to previous levels. One of the trends in high-end lodging is the implementation of a resort fee—an additional charge for the use of various “resort” amenities regardless of whether the guests use them or not. The resort fee can be an additional daily charge per room or per adult guest. The president (judge) is considering a resort fee for Sandalwood properties of $18 per room per night.

The resort fee under consideration would include local and toll-free calls, daily housekeeping, complimentary newspaper, internet access, parking, “to-go” morning coffee in the restaurant, and use of all recreation facilities. The resort fee would not be included in Sandalwood room rates quoted in advertising and shown on various websites. Instead, the fee would be disclosed in small print at the bottom of any advertising and as a footnote to room rates found on the Sandalwood website. All guests would see the daily resort fee listed along with the room rate when signing the registration form during check-in. The fee would not be optional—it would be charged daily to all rooms.

The president (judge) has requested a meeting with you to obtain your analysis and recommendation regarding the proposed resort fee. Specifically:• List and explain the impact a resort fee would have on the hotel and the guests.• Discuss the ethics of a resort fee.• Do you have any modifications to the resort fee proposal? If so, please explain.• State and defend your recommendation as to whether a resort fee should be implemented or not.

You will present to the president (judge) in a role-play to take place in the president’s (judge’s) office. The president (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented and have answered the president’s (judge’s) questions, the president (judge) will conclude the role-play by thanking you for your work.

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1. Procedures


3. Event Situation





You are to assume the role of president of Sandalwood HotelS, a high-end hotel chain. You have asked your vice-president of marketing (participant) for an analysis and recommendation regarding a proposed guest fee.

Sandalwood HotelSis a chain of twenty-seven upscale hotels found exclusively in warm weather or winter ski destinations. The chain’s service and amenities are favored by guests and travel critics alike. All but five of the Sandalwood properties carry the prestigious AAA Four-Diamond rating. All properties include: an activities desk, spa/salon/fitness center, on-site shops and restaurants, tennis courts, outdoor swimming pool and hot tubs, in-room iron, blow dryer, two telephones, and in-room safe.

The past two years have been financially challenging for Sandalwood HotelS. The sluggish economy and high unemployment have forced some individuals to cut back on their discretionary spending. Add the fact that Sandalwood properties are now available on third-party websites such as Priceline and Orbitz for a little as $69 a night and the result is a drop in the average room rate from $325 to $289.

Recently, you attended a meeting where a suggestion was offered which would boost revenue and return the average room rate to previous levels. One of the trends in high-end lodging is the implementation of a resort fee—an additional charge for the use of various “resort” amenities regardless of whether the

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guests use them or not. (The Intrepid Traveler, Branford, CT; 2009) The resort fee can be an additional daily charge per room or per adult guest. You are considering a resort fee for Sandalwood properties of $18 per room per night.

The resort fee under consideration would include local and toll-free calls, daily housekeeping, complimentary newspaper, internet access, parking, “to-go” morning coffee in the restaurant, and use of all recreation facilities. The resort fee would not be included in Sandalwood room rates quoted in advertising and shown on various websites. Instead, the fee would be disclosed in small print at the bottom of any advertising and as a footnote to room rates found on the Sandalwood website. All guests would see the daily resort fee listed along with the room rate when signing the registration form during check-in. The fee would not be optional—it would be charged daily to all rooms.

You have requested a meeting with the vice-president of marketing (participant) to obtain an analysis and recommendation regarding the proposed resort fee. Specifically, you asked the vice-president to:• List and explain the impact a resort fee would have on the hotel and the guests.• Discuss the ethics of a resort fee.• Determine if there are any modifications to the resort fee proposal that should be considered? • State and defend a recommendation as to whether a resort fee should be implemented or not.

The vice-president of marketing (participant) will present to you in a role-play to take place in your office. You will begin the role-play by greeting the vice-president (participant) and asking to hear his/her ideas.


1. Is a resort fee unfair to guests paying $325 a night when other guests can book the same room through a business like Priceline for as little as $69?

2. Is a resort fee really any different from a hotel that charges $10 more if the guest makes a reservation over the phone rather than online? Please explain.

Once the vice-president of marketing (participant) has presented and has answered your questions, you will conclude the role-play by thanking the vice-president (participant) for the work.


27











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DIDTHEPARTICIPANT:

1.Identifytypesofchargesthatcanbepostedtoaccounts?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to identify types of charges that can be posted to accounts were inadequate or weak.

Adequately identified types of charges that can be posted to accounts.

Effectively identified types of charges that can be posted to accounts.

Very effectively identified types of charges that can be posted to accounts.

2.Explaincustomer/client/businessbuyingbehavior?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to explain customer/client/business buying behavior were inadequate or weak.

Adequately explained customer/client/business buying behavior.

Effectively e explained customer/client/business buying behavior.

Very effectively explained customer/client/business buying behavior.

3.Explainfactorsaffectingpricingdecisions?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts at explaining factors affecting pricing decisions were weak.

Adequately explained factors affecting pricing decisions.

Effectively explained factors affecting pricing decisions.

Very effectively explained factors affecting pricing decisions.

4.Describetheroleofbusinessethicsinpricing?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to describe the role of business ethics in pricing were inadequate or weak.

Adequately described the role of business ethics in pricing.

Effectively described the role of business ethics in pricing.

Very effectively described the role of business ethics in pricing.

5.Explainthenatureandscopeofpricing?Little/NoValue BelowExpectations MeetsExpectations ExceedsExpectations0,1,2,3,4,5 6,7,8,9,10,11 12,13,14,15 16,17,18Attempts to explain the nature and scope of pricing were inadequate or weak.

Adequately explained the nature and scope of pricing.

Effectively explained the nature and scope of pricing.

Very effectively explained the nature and scope of pricing.






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HOTEL AND LODGINGMANAGEMENT

2012 Sample Role Plays

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