Pearson New International Edition International pcl tp indd 1

Incremental (additional) sales will occur during their visits. Other increases in rev-
enue will result from repeat business (returning guests) and an increased guest base
generated from positive word-of-mouth advertising provided by guests who are
pleased with their hospitality experience.
FRONT OFFICE SEMANTICS
Incremental sales:
Sales of products and services to guests in addition to those that would otherwise
have been generated.
Repeat business:
Revenues generated from guests returning to the hotel as a result of positive experi-
ences on previous visits.
Word-of-mouth advertising:
Informal conversations between persons as they discuss their positive or
negative experiences at a hotel.
FRONT OFFICE AND THE GUESTS: PLANNING FOR QUALITY SERVICE
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Figure 2 also illustrates the role of senior leadership as they emphasize work
process improvements that focus on guests. As defects in processes are removed,
operating costs can be reduced because, for example, rework is reduced and unneces-
sary work is eliminated. Figure 2 shows that senior leaders who emphasize quality by
focusing on guests are effective: Increased revenue and reduced operating costs
increase the property’s competitiveness. The hotel enjoys higher profit levels,
increased market share, and long-term survival in the marketplace.