Conferencia Normas de Calidad Turística

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Proceso de calidad turística en España Alberto Martínez Villa

Transcript of Conferencia Normas de Calidad Turística

Page 1: Conferencia Normas de Calidad Turística

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ICTE ASTURIASICTE ASTURIAS

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Standarisation and evolution in the field of spanish hotels

Standardization and Evolution in the field of Spanish Hotels

Alberto MARTÍNEZPresidente ICTE Asturias yPresidente Unión Hotelera del Principado de Asturias

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Index:

1. Evolution towards UNE

2. Spanish system of Tourist Quality

3. Process of obtaining of the “Q”

4. Change and evolution

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Premises

Antecedents: Beginning 1990

Diminution of competitive advantages of tourist companies

Define new strategies: Differentiation of the product

1994: Sector Diagnosisin Puerto de la Cruz

1. Evolution towards UNE

1. Evolution towards UNE

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Pilot phase

In 1994 It was Developed In Puerto de la Cruz a Diagnosis of hotel sector

1. Evolution towards UNE

Results:Needs Identification and

service characteristics to adapt to the demand.28 establishments participate

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Phase I

•The information and results obtained from the diagnosis of quality make see the necessity to apply it and the importance of extending its use

•Creation of ICHE, Institute for the Spanish Hotel Quality, like management body of the project.

1. Evolution towards UNE

Results:In 1997 the diagnosis of quality was extended to the Sector lodgings to

10 zones – 7 resorts and 3 from the city

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Phase I

•Model of reference with a Standard of Quality for Hotels and tourist apartments with two variants: resort and city hotels

Representatives involved in the Normalization: Secretary of State, Commerce and Tourism, hotel proprietors and the ICHE

1. Evolution towards UNE

Results:403 establishments working on the

Implementation of the standards for Hotels and tourists apartments

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Phase I

•Standardization extends to other interested tourist sub-sectors : restaurants, travel agencies, houses of village,…

•Creation of a sole Institute that includes all the sub-sectors, with a common brand and a centralized system in the ICTE (Institute for the Spanish Tourist Quality)

1. Evolution towards UNE

Creation of Institutes for each sub-sector to manage their standard of reference: ICRE, INCAVE...

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Phase II•Consolidation of the system design and the created Standard, that unifies formats for resorts and city hotels in the Standard for Hotels and Tourist Apartments with specific requirements for them: year 2000

1. Evolution towards UNE

Results:Extension of the implementation to 29 destinies

1,100 involved. Difficulties in the application of the Standard for the small hotels

A by-product from application to small Hotels is elaborated:

Standard of Lodgings of Small Dimensions (oct 2004)

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Phase II

•Consolidation of the system design within SCTE (Plan FUTURES and PICTE 2000-2006). Quality like principle strategy of Spanish tourism to achieve improvement in companies and in destinies.

•Lost of competitiveness in the Spanish tourist industry opposed to competitive destinies mainly in the Mediterranean arc due to the less degraded environment and lower wages

•Spain try to position not as a luxury destiny but like a massive tourism where a good value for money exists. Improving our visitants expectations

•AGENTS: Sector, ICTE, SGT and AENOR

1. Evolución hacia UNE

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Phase II

• within the SCTE directives was gathered to create a sectorial Standard which origin was in some hotels from Puerto de La Cruz in 1995:

•Enterprises/sectors •Destinies: SCTED management tools for tourists agents.

•Tourists Enterprises: hotels, agencies, restaurants,…•Other kind of enterprises like shops, local transports (taxis)•Council services

•Double process•Extensive. Development of Standard, beginning by the classic sectors to the new ones as Spa, golf courses, beach,…•Convergence:

•Institutional development by means the creation of ICTE (fusion of other sectorial institutes) like organization:•Standardize

•Certify•Methodological development: multi-sectorial standards writings, quality norms harmonization , …

1. Evolución hacia UNE

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Phase II

1. Evolution towards UNE

Characteristics of the Standard of APD:

From application to tourist hotels and apartments up to 30 rooms.

Flexible requirements of the standard of Hotels and Tourist Apartments

Reduction of the time of audit and therefore of the cost

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Phase IIICreation of Standards:Creación de Normas U(na)N(orma)E(spañola) of Tourist Quality:

Process:

UNE 182001: Hotels and Tourist Apartments (first UNE Tourist Quality)

1. Evolution towards UNE

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Phase III

Exhibition

Discussion Approval

Consensus

Creation of Technical Committees Of Standardisation

CTN

Creation of StandardsUNE

Standards UNE

1. Evolution towards UNE

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1. Evolution towards UNE

CEN ISOAENORCTN 167 RestorationCTN 182 Lodgings CTN 183 A. RuralCTN 184 CampingCTN 185 TimeshareCTN 186 SpaCTN 187 Tourist environmentCTN 188 Leisure and active tourismCTN 189 MediationGET 6 DivingGET 8 Abroad Travellingfor study foreign languages

TC 329WG 1 Lodging TerminologyWG 2 Terminology travel agencies and operatorsWG 3 DivingWG 4 TravelsWG 5 Guides

TC 228 WG 1 Diving WG 2 Spas

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Present Situation of the Standards:

UNE 182001: 2005 Hotels and Tourist Apartments

UNE 167000: 2006 Services of restoration

UNE 188002: Stations of ski and mountain

UNE 189001: Tourist service of mediation

UNE 183001: Rural lodgings

Standard of Quality for APD

Standard of Quality for Camping

Standard of Quality for Spa

Standard of Quality for Convention Bureaux

Standard of Quality for protected natural places

Standard of Quality for coaches for tourism

1. Evolution towards UNE

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Present Situation of the Standards(cont.)

Standard of Quality for Tourist information offices

Standard of Quality for Tourist information offices for municipality character

Standard of Quality for Conventions Centre

Standard of Quality for beaches

Standard of Quality for Time Shares

Draft of Drawings of Golf Courses

1. Evolution towards UNE

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COMMITTEE AENORCOMMITTEE AENOR

• Standard of Hotels and Tourist Apartments • Standard of Restoration Services• Standard of Stations of ski and mountain• Norma Tourist mediation service• Norma Rural lodgings

• Standard of Quality for small lodgings• Standard of Quality for Camping• Standard of Quality for Spa• Standard of Quality for Convention Bureaux• Standard of Quality for protected natural places• Standard of Quality for coaches for tourism• Standard of Quality for Tourist information offices• Standard of Quality for Tourist information offices of

municipality character• Standard of Quality for Conventions Centre• Standard of Quality for beaches• Standard of Quality for Time Shares• Draft of Drawings of Golf Pitches

• UNE 182001: 2005 Hotels and Tourist Apartments• UNE 167000: 2006 Restoration • UNE 188002: Stations of Ski and Mountain• UNE 189001: Tourist services of Mediation• UNE 183001: Rural Lodgings

SECTORIAL STANDARDS ICHE SECTORIAL STANDARDS UNE

ICTE Asturias

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Reference1995Puerto de La Cruz

Standard ICHE 1998ResortsCity Hotels

Standard ICTE 2000Hotels and Tourist Lodgings

UNE 182001:2005Hotels and Turist Lodgings

UNE 182001:2008Hotels and Tourist Lodgings

ISO. Hotels

Phase I

Phase II

PhaseIII

Phase IV

Future

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2.1 Benefits of SCTE

2.2 Principle Governing

2.3 Characteristics

2.4 Mission and Function of ICTE

2. Sistema de Calidad Turístico Español (SCTE)

2. Sistema de Calidad Turístico Español

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2.1 Benefits of SCTE

For the Tourist Sector

2. Sistema de Calidad Turístico Español

Implement culture of quality and

continuous improvement culture in the sector

Profesionalización of the sector Implementation and Developing of an auto-regulated system Improve and present the image of the tourist product Motivate the improvement of the Tourist service

through the implementation of a recognized system.

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2.1 Benefits of SCTE (cont.)

For the Registered Companies

2. Sistema de Calidad Turístico Español

Guarantee the quality of products, services and facilities

offered. Increase clients and level of loyalty. Staff motivation Resources optimisation. Prevent the Risks. Diminish costs.Differentiating criterion to face up the competition Competitive advantage Continuous improvement Improvement of productivity Image

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2.1 Benefits of SCTE (cont.)

For the Clients

2. Sistema de Calidad Turístico Español

Adjustment of services to its expectations and necessities.Eliminate the uncertainty of the state of facilities

Diminish the uncertainty before the election of the HotelConfidence in the capacity of answer from the Staff

GUARANTEE OF SERVICE AND FACILITIES

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2. Sistema de Calidad Turístico Español

Wrong Management

To which point can we lower quality to lower costs

Worse service to lower cost

Lost of clients

Uncertain survival

RightManagement

How can we increase quality to reduce costs

Better service to lower cost

Gain business

Assured survival

Implementation Q of quality

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2.2 Governing Principle

2. Sistema de Calidad Turístico Español

VolunteerAuto-regulatedSectorial

character

Well known and Prestigious Brand

Profitable

AdaptableFlexible

Compatible stars

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2.3 Characteristics

2. Sistema de Calidad Turístico Español

Tourist technology of vanguard First system of securing of specific quality for hotels and

tourist apartments Consistent with ISO 9000/2000 Take as reference the European Foundation Quality Model

EFQM. Complementary to the valid legal norm -autonomic and local- Recognised by the tour operators

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2.3 Characteristics (cont.)

2. Sistema de Calidad Turístico Español

Objective: do it well the ‘first time’, establishing:

Systems:Systems that act before failure occurs.

If failure has happened:Establish a system of co-governing Actions that prevents its repetition.

The securing of the Quality leans more in the techniques of Prevention than in the verifications, and requires the implication of the Direction and all the departments of the Company.

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2. 4. Mission and Duties of ICTE

2. Sistema de Calidad Turístico Español

MISSION

Guard for the adjustment of common objectives

of different tourist sub-sectors, allowing a saving

of efforts and reinforcing the coherence of the system, facilitating

credibility and promotion of Tourism quality of the Spanish Brand.

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FUNCTIONS of ICTE:

Standardization: Participating in the elaboration of sub-sectorialStandards through

Standard Technical Committees (CTN)

Registration: Evaluation of Audit Reportsthrough the

Technical Committees of Registration (CTC)

Formation: auditors, coordinators, staff responsiblefor hotels quality

Implementation: by means of agreements of collaboration with entities of the ICTE

Advertising: by means of agreements with the Secretary of Tourism,Taking part in fairs, exhibitions, newspaper adds, TV,…

2. Sistema de Calidad Turístico Español

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3. Process of obtaining “Q”

3. Proceso de obtención de la Q

3.1 Adhesion to ICTE

3.2 Implementation of UNE 182001

3.3 Evaluation Mechanisms

3.4 Registration Committee

3.5 Results

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3. Proceso de obtención de la Q

3.1 Adhesion to ICTE

Request of adhesion to the system through

Transaction of its adhesion on the part of the collaborating organization of the ICTE in each Comunidad Autónoma, once carried out payment quota of adhesion

Name of user and password are notified to the organization applicant to access the extranet

www.calidadturistica.es

www.calidadturistica.org

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3. Proceso de obtención de la Q

3.2 Implementation of UNE 182001

For obtaining the certification in a Hotel (unless applying the Standard of Lodgings of Small Dimensions), it will be necessary to fulfill all requirements in UNE 182.001

3.2.1 Structure of the Standard UNE 182001

3.2.2 Requirements

3.2.3 Criticidades

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3. Proceso de obtención de la Q

Reception

Supply

Maintenance

Cleaning

Restoration

Events

Management

General RequirementQuality Policy and objectives

Quality Management responsibilitiesQuality System

Human Resources ManagementOrganization and coordination

Commercialization of the additional services and services Management of adverse quality conditions

General Security SystemEnvironmental ManagementGeneral Requirement

Cleaning and room hyg. /apts. and bathrooms

Replacement of amenities Common Zones cleaning and

hygiene Cleaning and desinfec. of. sanit

serv.Linen and towel Laundry

Customer Garment laundry

General requirementsBreakfast

Restaurant menuRestaurant Buffet

Restaurant á la carteCafe and snack bar

Musical Bar. Lounge barRoom service

PicnicKitchen and food elaboration

General requirementsMeetingBanquet

ExhibitionsOther eve

Generals RequirementsExternal supplying

StorageInternal supplying

Subcontracting

General RequirementsReserves

Porter’s lodge serviceService of luggage and bellboysWelcome and arrangement

Attention continued to the clientCheck-out and billing

TelephoneSecurity

General requirementsRoom and apartment equipmentAir conditioned and heating System

Elevators and freight elevatorEmergency System

Common zones equipmentCleaning, laundry facilities

Electric facilities Outer facilitiesOther facilities

Entertainment

General RequirementsSchedule/leisure activities

Equipment

3.2.1 Structure of the Standard UNE 182001

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3. Proceso de obtención de la Q

Specific Structure

Object: It defines objectives and intentions of the corresponding Standard.

Scope: It specifies concrete services and scopes of the establishment

Responsibilities: For each task or activity related to services , different responsibilities from execution and supervision are defined.

Service Requirements: They determine all those conditions, requirements or similar that establishments in each one of the services that are regulated must fulfil

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3. Proceso de obtención de la Q

Specific Structure (cont)

Control mechanisms: activities of internal control that must develop the responsible of respective services are specified .

Annexes: They include complementary aspects to previously indicated.

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3. Proceso de obtención de la Q

3.2.2 Requirements

Requirements defined by the Standard, according to their nature, can be:

Of management: essential mechanisms to assure the quality of services. They are common for any type of establishment and the Standard forces the businessman to define the system of management. E.g.. System of Complaints and Suggestions

Of service: Processes and service characteristics of each one of the establishments. In this case requirements differentiated based on the type and category of the hotel are consider. e.g.: “timetable of service of restoration"

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3. Proceso de obtención de la Q

3.2.2 Requisirment (cont.)

Of measurement: It is possible to express objectively by means of measurable parameters. In these cases, standards of service quality indicate the parameter of measurement and the value considered minimum level of benefit. e.g.:”Reception 24 hours in hotels"

Of appreciation : there is not possible to express or value objectively, but by means appreciation, which makes the evaluation of its quality level. Standards indicate the criteria of appreciation and the scale of corresponding valuation, it can be different based on the type and category of the establishment. In some cases, values correspond to the customer perception. e.g..: "Cleaning rooms”

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3. Proceso de obtención de la Q

3.2.3 Criticidades

Variables of immediate and forced fulfillment

They affect the basic necessities of customers,

are considered essential in a "service of quality”.

If these variables are not fulfilled

in the defined minimum value in the

moment of quality audit, this will imply the breach of

conditions necessary to obtain the certification and concession

of the Quality Brand.

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3. Proceso de obtención de la Q

3.2.3 Criticidades (Cont.)

Variables of forced fulfilment (* *)

The non-fulfillment of these variables in the defined minimum value in

the moment of the quality audit, it will require that, in case of

concession of the Quality Brand, these variables will have

to reach the defined minimum value In a term no superior to the

determined by the Committee of Certification after the

concession of the Quality Brand.

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3. Proceso de obtención de la Q

3.2.2 Criticidades (Cont.)

Variables of forced fulfilment in the mid-term or complementary (*) (Cont.)

The establishment will have to demonstrate during the following

audit that has taken measures to reach the minimum value

Defined or at least indicate to the equipment auditor the anticipated

term after their resolution, so that, at the moment of renovation

of the Quality Brand,

all these variables will have to reach the defined minimum value.

Any precise exception will have to be authorized by

the Committee of Certification of the ICTE.

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3. Proceso de obtención de la Q

3.3 Mechanisms of Evaluation

Auto-evaluation (internal): it allows establishments Management appreciate the level of fulfillment with respect to the Standard of service quality

Audit (external): it allows independent evaluation made by one or several auditors, in agreement with regulations that are developed for Quality Brand

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3. Proceso de obtención de la Q

3.3 Mechanism of Evaluation(cont.)

Both mechanisms allow to verify the fulfillment of the Standards of service quality by means of a valuation scale which total points are

distributed between the different services based on weighting criteria.

The relative importance that grants the clients for their satisfaction, through different delivered services by the establishments, obliga a que en el Sistema de calidad hotelera se incluya un mecanismo de ponderación de las distintas modalidades de servicio prestado

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3. Proceso de obtención de la Q

Auto-evaluation:

It is a questionnaire formed by questions

and affirmations which answer allows to obtain a valuation

of the establishment situation, as opposed to concepts and

requirements of service quality contained

in the Standards of quality, allowing :

Identify weaknesses and deficiencies in processes

and services of establishments.

Detect improvement opportunities

Establish objectives to reach

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3. Proceso de obtención de la Q

3.4 Committee of Certification

External auditor emits an audit report that "hangs" in extranet:

www.calidadturistica.org

This report along with the co-governing actions that hotels has planned, is studied in the TECHNICAL COMMITTEE OF CERTIFICATION, that is formed by:

AENOR (Asociación Española de Normalización)

Representatives of all the tourist sub-sectors

ICTE

Its decision is hung in extranet for knowledge of the businessman

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3. Proceso de obtención de la Q

“Q” Obtaining Process

Organizations Adhesion Training in

Standard and quality tools

Implementation of requirements

gathered in UNE

Audit Request

Auditor teamSelection

Certification Audit

Audit Report Committee of Certification:

QUALITY BRAND

Monitoring of Quality levelmaintenance

Documentation of the establishment

quality system

Auto-evaluation

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3. Proceso de obtención de la Q

3.5 Results

Increase of the commercial value

income

costs

Prices

Better position for negotiation The clients, with certain limits, are

ready to pay more for a better quality.

Possibility of acceding to new strata of market.

Occupancy Repetitive clients New clients

Better image in the marketWord-of-mouth recommendation

Claims Reduction Lower costs of

commercialization

+

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3. Proceso de obtención de la Q

Improvement of the internal operative

More effective, simple, economic, fast and safe procedures and tasks

Reduction of: Wastes and wastages Rejections and repetitions Waste of time Sub-utilization of facilities

Lower costs

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Improvement of the Internal Operative(cont.)

Increase of the motivation and the satisfaction of the

employees

Lower rotation Lower rates of absenteeism Higher Productivity Higher Availability Higher Predisposition

Lower costs

Customers more Satisfied

3. Proceso de obtención de la Q

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Reception

Supply

Maintenance

Cleaning

Restoration

Events

Management

General RequirementQuality Policy and objectives

Quality Management responsibilitiesQuality System

Human Resources ManagementOrganization and coordination

Commercialization of the additional services and services Management of adverse quality conditions

General Security SystemEnvironmental ManagementGeneral Requirement

Cleaning and room hyg. /apts. and bathrooms

Replacement of amenities Common Zones cleaning and

hygiene Cleaning and desinfec. of. sanit

serv.Linen and towel Laundry

Customer Garment laundry

General requirementsBreakfast

Restaurant menuRestaurant Buffet

Restaurant á la carteCafe and snack bar

Musical Bar. Lounge barRoom service

PicnicKitchen and food elaboration

General requirementsMeetingBanquet

ExhibitionsOther eve

Generals RequirementsExternal supplying

StorageInternal supplying

Subcontracting

General RequirementsReserves

Porter’s lodge serviceService of luggage and bellboysWelcome and arrangement

Attention continued to the clientCheck-out and billing

TelephoneSecurity

General requirementsRoom and apartment equipmentAir conditioned and heating System

Elevators and freight elevatorEmergency System

Common zones equipmentCleaning, laundry facilities

Electric facilities Outer facilitiesOther facilities

Entertainment

General RequirementsSchedule/leisure activities

Equipment

Structure of the Standard UNE 182001

4. Cambio y evolución

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3. Proceso de obtención de la Q

4. Present Data:

ResultsCertified Entities Asturias España

Travel Agencies 24 1.159

Rural Lodgings 6 179

Small lodgings 17 49

Coaches for tourism - 3

Spa - 19

Camping 1 18

Golf Courses -

Convention Bureau 6

Protected Natural Places 3 16

Stations of Ski - 12

Hotels and Tourist Apartments 18 445

Tourist information offices 6 32

Tourist information offices of municipality character 1 6

Conventions Centre - 5

Beaches 3 59

Restoration 20 104

Time Share -

TOTAL 99 2.112

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STRUCTURE of the STANDARD UNE 182001:20084. Change and evolution

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•Management by process: that process allow the establishment to implement modern management systems to avoid the classic departmental scheme limitations and to include in that management customer perspective and its fulfillment as primary objective of the system.•Flexibility: the standard has looked for the actualization of market reality requirements, and the changing demands more and more demanding, para el que la calidad de los servicios que recibe empieza a ser sólo un mínimo que cada establecimiento debe buscar superar a partir del diseño de ventajas competitivas sostenibles basadas en la diferenciación. Se ha buscado en todo momento que el cumplimiento de los requisitos establecidos por la norma no conlleve uniformidad en el sector, sino que permita el desarrollo, la mejora continua, la innovación y un perfil competitivo específico para cada establecimiento aprovechando sus recursos y capacidades idiosincrásicos y el aprovechamiento de las oportunidades que el entorno le ofrezca en cada momento •Certification achievement Guidelines •Implementation of management systems that favored the profit of high rates of economic efficiency and the advance in integral security, respect to the environmental and accessibility.

4. Nueva Norma

New Standard UNE

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•Strategic processes: processes that imply the establishment of directives and general guidelines of performance in hotels, these processes facilitate policies and resources that have direct influence in the performance of the program and which analyze the established system operation to proceed to the continuous improvement

4. Nueva Norma

New Standard UNE

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• Management responsibilities•Planning

•Quality Policy•Contingency Plans : unexpected situations•Services definition and level of provision

•Organization:•Organizational structure and responsibilities: Organisation Chart•Coordination•Internal Communication Management•Training

•Strategy: necessities y market expectatives•Legislation•Human resources and material Management•Control and continuous improvement•Organization improvement: quality objectives•SGCImplementation and control:

•Processes and indicators •Documental Management•Environmental Management•Security

•Food•People. Safety measures, RRLL

•Marketing y commercialization

4. Nueva Norma

New Standard UNE

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• Key processes or Operatives: those processes directly related to the accomplishment of works or services provision that constitute the Hotel activity.

•Lodging•Bookings•Arrivals and arrangement•Porter’ lodge/ luggage•Continuous Improvement•Check-out/Billing•Room equipment and apartments

•Restoration

•Events

4. Nueva Norma

New Standard UNE

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• key processes or Operatives: •Restoration

•Offer and Services Standards•Production

•Gastronomic Offer Planning•Donde se abre la variedad de oferta de platos y bebidas

•Manipulation and elaboration following APPCC and nourishing security guidelines •Human resources and materials Management•Método de producción en frío y en caliente.•Food preservation•Wastes treatment

•Service provision•Human resoureces and materials with facility conditions•Services timetable•Servicio preparation : types of table linen, glassware, crockery•Types of services: restaurant à la carte, Bar/cafetería, Room services,…

•Eventos

4. Nueva Norma

New Standard UNE

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• Support Process: • Leisure

4. New Standard

New Standard UNE

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• Key Processes or Operatives: •Events

• Generalities•Bookings/contracting•Coordination and information•Preparation and Assembly•Control, monitoring and attention during the course of events•Billing

•Human resources and materials (facilities)

Nueva Norma UNE

4. New Standard

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•Support Processes: those that serve as support for the Main Processes accomplishment

•Maintenance•Performance object : buildings, exteriors, facilities and equipment•Preventive and corrective•Cleaning and Laundry•Human Resources and materials with Cleaning products, bed linen, amenities, office,…•Cleaning Plans.

•Zones or elements to clean•Type of cleaning to carry out•Products to use•Frequency of predicted cleaning•Personal in charge and registers

•Requirements•Routines and frequencies of rooms cleaning•Routines of common zones cleaning•Routines of service zones

•Bed Linen and Laundry

New Standard UNE

4. New Standard

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• Support Process: • Supplying

•Scopee• Purchases Management•Merchandise Reception•Products Storage

•Food and drinks•Cleaning Products•Amenities•Bed Linen•Houshold goods and crockery•Spare, consumable and stationer•Storage System

•Requirements•Necessities identification• Purchases Management Requirements•Systematic for order’s accomplishment•Authorization Level•Providers Selection and evaluation

Nueva Norma UNE

4. New Standard