Jerry Cameron, the rooms division manager for the Foxfire Hotel, believes he has pinpointed one of the main causes for the hotel's declining revenues: the reservations department's failure to effectively market the hotel and its services.

Based on his hunch, Jerry telephones Gretchen White, the reservations supervisor, and asks her to come to his office. When Gretchen arrives, Jerry presents a challenge. "Let's test the adequacy of our reservations training and sales techniques," he says, "by calling one of our agents." Jerry says that he will pretend to be a potential guest calling to reserve overnight accommodations, food service, and meeting room space. He says that he will pose as a businessman willing to purchase in-room amenities, special catered meals, concierge-sponsored events packages, and executive-level suites for his group. He tells Gretchen that he will commit to upgrades and add-onsso long as the reservations agent presents the options. "Basically," he says, "I'm willing to buy everythingas long as it's offered." Confident of her staff's abilities, Gretchen accepts the challenge. Jerry then places a call to the reservation's office on his speaker phone.

Jerry and Gretchen hear the cordial greeting of the reservation's agent. The agent then proceeds to collect Jerry's arrival and departure dates, personal data, and the number of rooms needed. But after recording this information, the reservations agent simply states, "Our rate is $115 per room. Is that OK?" When Jerry says "yes," the reservations agents agrees to send a letter of confirmationand disconnects the call.

Discussion Questions

1. What factors should the reservations supervisor address when reviewing the reservations training and sales program? (10 pts)

1. What actions should the reservations supervisor take to build a more aggressive sales strategy for reservations agents? (5pts) Answer this in brief

1. How may the rooms division manager eventually evaluate the effects of an enhanced reservations training and sales effort? (10 pts) Answer this in brief