Strategic Front Office Management

Course Objectives / Description

With changing business environments, the need increases for us to prepare the second-in-command in Front Office where turn-over is comparatively higher than many hotel departments.

This programme intends to develop the AFOM from just being an operations manager to one who sees the bigger picture clearer and is better prepared to assume leadership position. Part of its objectives is to increase people management skills in driving business results, in terms of process and profit, and to instill creativity and entrepreneurship in daily operation.

Guided by the general direction of SLIM-Rooms, the programme also affords participating colleagues an avenue for strategic discussion on various challenges and opportunities in Front Office operation.

Course Content

  • The AFOM as a Leader
    • Situational Leadership
    • Effective Communication
    • Interviewing Skills
    • Presentation Skills
  • The AFOM as a Manager
    • Quality Standards and Book of Specification
    • FO Manpower Planning and Administration
    • Service Centre Operation
    • Concierge and Horizon/Traders Club Operation
  • “The Bigger Picture”
    • Revenue Management
    • Reservations
    • Finance
  • Strategic Planning
    • Strategic Thinking
    • Effective Training Plans
    • FO Operation Strategic Planning and Presentation

Main Instructor(s)

Academy Faculty
SLIM Officer from Rooms and other divisions

Duration of the Course

5 days institutional learning in a hosting hotel

Maximum Class Size


Minimum Class Size


Target Participants

Assistant Front Officer Manager (AFOM)
A Service Manager - Front Office endorsed for development purposes

Language Medium


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