FO-001 Learn about the Pure Hospitalty Front Office
Learn how the Front Office creates memorable guest experiences and why it is the heart of every hotel within the Pure Hospitality family of hotels.
1. Business Outcome
The Front Office creates the first impression when guests arrive and the lasting impression they take home when they leave.
Whether you work at a Prasanthi Hotel in Indonesia, Hansa JB in Thailand, or any other hotel, resort or marina within the Pure Hospitality family of hotels, your role is to make every guest feel genuinely welcomed, recognised and cared for.
The purpose of this Operating Standard is to establish consistent service, operational and professional standards across every property operating under the Pure Hospitality Operating System (PureOS) while allowing every hotel to express its own unique identity and personality.
These standards support:
- Outstanding guest experiences
- Consistent operating standards
- Operational excellence
- Revenue optimisation
- Accurate financial control
- Safe and secure operations
- Continuous improvement
2. Pure Hospitality Standard
Every Front Office team member contributes to a single purpose:
To leave people feeling better than when they arrived.
Every guest interaction should demonstrate hospitality that is:
- Warm
- Professional
- Personal
- Efficient
- Consistent
- Memorable
Guests may remember very little about the check-in process.
They will always remember how your hotel made them feel.
3. Scope
This Operating Standard applies to every employee working within the Front Office Department, including:
- Front Office Manager
- Assistant Front Office Manager
- Duty Manager
- Guest Host
- Receptionist
- Concierge
- Reservations Host
- Night Auditor
- Guest Relations Officer
4. The Front Office Promise
Every Front Office team member will:
✅ Smile before speaking.
✅ Acknowledge every arriving guest immediately.
✅ Use the guest's name whenever practical.
✅ Listen before responding.
✅ Take ownership of every guest request.
✅ Resolve problems promptly.
✅ Protect guest privacy.
✅ Support fellow team members.
✅ Welcome every guest to your hotel and to the Pure Hospitality family of hotels.
5. Department Responsibilities
The Front Office is responsible for:
- Reservations
- Guest Profiles
- Guest Arrivals
- Digital Registration
- Check-in
- Guest Accounts
- Cashiering
- Room Allocation
- Key Management
- Guest Communications
- Complaint Resolution
- Concierge Services
- Purely Rewards
- Night Audit
- Emergency Coordination
- Communication with all hotel departments
6. Professional Standards Presentation
Every Front Office team member will:
- Wear the approved uniform.
- Wear a name badge.
- Maintain excellent personal grooming.
- Present a professional appearance.
Behaviour
Employees will:
- Remain courteous at all times.
- Never argue with a guest.
- Maintain confidentiality.
- Be punctual.
- Demonstrate initiative.
- Work collaboratively.
- Follow all hotel policies and Pure Hospitality Operating Standards.
7. Service Standards
| Standard | Target |
|---|---|
| Guest acknowledged | Within 10 seconds |
| Telephone answered | Within 3 rings |
| Email enquiry acknowledged | Within 2 business hours |
| Check-in completed | Under 5 minutes |
| Check-out completed | Under 3 minutes |
| Guest callback | Within 15 minutes |
| Complaint acknowledged | Immediately |
| Complaint ownership | Until resolved |
Speed should never compromise genuine hospitality.
8. Technology
Front Office employees utilise the Pure Hospitality technology platform, including:
- PHS Cloud Property Management System
- Central Reservation System
- Point of Sale
- Revenue Management
- CRM
- Member.ID
- Purely Rewards
- HubSpot
- Tripla
- PureAI
- Digital Keys
- Payment Gateway
- Channel Manager
Only authorised systems may be used.
Passwords and user credentials must never be shared.
9. Communication Standards
Communicate:
- Clearly
- Politely
- Positively
- Professionally
Avoid:
- Hotel jargon
- Negative language
- Blame
- Assumptions
Always confirm guest understanding.
10. Financial Responsibilities
Front Office employees are responsible for:
- Accurate posting of charges
- Cash security
- Payment security
- Float reconciliation
- Deposit management
- Guest account accuracy
- Compliance with financial controls
11. Safety Responsibilities
Every Front Office employee must:
- Understand emergency procedures.
- Know evacuation routes.
- Report hazards immediately.
- Protect guest information.
- Report suspicious behaviour.
- Comply with workplace health and safety requirements.
12. Sustainability
Every hotel within the Pure Hospitality family of hotels is committed to responsible hospitality.
Front Office employees support this commitment by:
- Reducing unnecessary printing.
- Promoting digital registration and documentation.
- Minimising waste.
- Supporting responsible resource use.
- Encouraging environmentally responsible guest choices where appropriate.
13. Performance Measures
The Coach should monitor:
- Guest Satisfaction
- Online Review Ratings
- Check-in Times
- Check-out Times
- Telephone Response Times
- Reservation Accuracy
- Guest Profile Quality
- Cash Variances
- Complaint Resolution
- Upselling Performance
- Purely Rewards Enrolments
14. Training Requirements
Before working independently, every Front Office employee must successfully complete:
- Front Office Induction
- Guest Service Standards
- Reservations & Guest Profiles
- Guest Arrival, Digital Registration & Check-in
- Guest Check-out
- Cashiering
- Complaint Resolution
- Emergency Procedures
- Data Privacy
- Cybersecurity Awareness
Annual refresher training is mandatory.
15. Related Operating Standards
- OS-001 The Pure Hospitality Way
- OS-002 Our Purpose
- OS-003 Guest Journey
- FO-002 Reservations & Guest Profiles
- FO-003 Guest Arrival, Digital Registration & Check-in
- FO-004 Night Audit & End of Day
16. References
- Pure Hospitality Brand Standards
- Pure Hospitality Code of Conduct
- Information Security Policy
- Workplace Health & Safety Manual
- Property Emergency Response Plan
17. Continuous Improvement
The Pure Hospitality Operating System (PureOS) is designed to evolve through innovation, operational experience and feedback from hotels across the Pure Hospitality family of hotels.
Suggestions for improving this Operating Standard should be submitted to the Director of Operations. Approved improvements will be incorporated into future revisions to ensure our standards continue to reflect hospitality best practice.