Chapter II

History of Tourism and

Hospitality
At the end of this chapter, the students should be able to:

1. Describe the history of tourism.

2. Describe the history of hospitality.
3. Explain the origin, events and history of tourism and hospitality in the Philippines.
4. Identify important pioneers of tourism and hospitality.

This chapter will focus in describing the history of tourism and hospitality in the
different ancient period such as the medieval period and renaissance era. It will also
include the practices of the early civilizations that could explain the different origins of
the tourism and hospitality industry.
Modern Tourism

• 19th century

The success of tourism and hospitality steadily continued throughout the early 19th
century even though for the most part it was only limited to a small number of
locations because of its expensiveness. In the 1960s everything changed because of
the increase of employment making people have disposable incomes and extra
money to desire a different lifestyle. Together with the increase rate of employment
is the development of two technological advances that opened new paths for the
development of transportation for tourism: the creation of railway system and the
creation of steam power. Because of the creation of railways/railroads
transportation became cheaper and became more reliable. At the same time,
reasonably-priced commercial aircraft were able to carry passengers to and from
any airport in the world. Thus the tourism industry transformed to become a mass
market not only for elite people but for everyone else.
20th century

The increased in wealth, curiosity and adventure attitudes of the

people at the beginning of the 20th century and the development of
more accessible, safer and easier transportations continued the
industry of leisure travel. The World War I brought about many changes
in tourism one of which is stagnation in tourism as a result of wars. But
together with these wars was the formation of large-scaled migration-
which created opportunities to increase volume of travelers- caused a
balance in the number of travelers.
Other important information in the 20th Century:

a. The development of motor cars in the post-World War I changed travel radically-
motorized public road transport boosted popularity of seaside tours.
b. Interest in international also was popularized by the close encounter of military men
of the foreign countries.
c. The World War II also increased travel as the war introduced more combatants to new
countries and new continents (i.e., American soldiers to the Philippines during the
Japanese Era) generating new forms of friendships.
d. The development of commercial aircraft in the 19th century also led to the
development of war aircraft technology in the 20th century. The importance of aircraft
technology were seen as air travel became more comfortable, safer, cheaper and faster
(can travel for a day or hours) compared to other forms of transport such as sea travel
which could travel in days or weeks.
e. The 1970s seen the emergence of new patterns in tourism. As business and trade
prospered, business travel, conferences and incentive travel also flourished.
History of the Hospitality Industry

The word hospitality predates the use of the word tourism, and first
appeared in the 14th century. It is derived from the Latin hospes, which
encompasses the words guest, host, and foreigner.

The early travelers were warriors or traders or people in search of

knowledge (Grand tour) and during the early times there were no hotels or
lodging accommodations they can avail. Warriors and conquerors used
tents for their temporary accommodation while traders and persons
traveling for education used their merchandises in exchange for lodging in
the houses of the people they meet through their journey. Lodging can be
considered the first ever commercial business and hospitality as the first
service for which money was exchanged.
Ancient period

The Sumerians: A group of people living in Mesopotamia near the Persian

Gulf at around 4,000 B.C, the Sumerians, are the earliest recorded
hospitality industry in the history. The location of the Sumerians was
considered to be a very fertile area- where many natural resources could
live and grow. Because of this influx of natural resources the Sumerians
became prosperous, skilled farmers and animal breeders also emerged.
Because of these developments, the Sumerians were considered to be one
of the great civilizations in their era, especially because of their
contributions to agriculture and construction.
Early Traders:
During the early development of hospitality industry, many people in
the Mesopotamia region became good exotic traders. In 2000 B.C, a
considerable amount of trade had developed among the people of the
Middle East. The increase in the number of traders also increased the
need for hospitality services for their long journeys which led to the
formation of caravanserai along the Silk Road. Caravanserais were
described as "guest houses," "roadside inns," and "hostels," which
were designed to provide overnight housing to travelers and traders.
Empires: 3200 B.C to 476 A.D

The period of Empire Era from 3,200 B.C to 476 A.D is one of the eras that contributed greatly to the
major development of hospitality industry. Two possible explanations of why ancient time people felt
required to be hospitable: they felt that hospitality to strangers was necessary to their religious well-
being and in others; they were hospitable only because of their own superstitious fears. Therefore we
find either religion or the supernatural as the principal motivating force in the concept of hospitality. The
Egyptian empire, the Greek empire and Roman Empire are the three significant empires that developed
hospitality services for the increase in the numbers of travelers.

Egyptian Empire

Egyptians were considered to be very welcoming and warm hearted people who ensure the guests
always feel welcome and wanted. Since ancient times Egyptian hospitality has been widely known and
was highlighted by the great feasts that were organized in the honor of their visiting guests and
dignitaries.
The ancient Egyptians were the first to begin the activity of tourism and hospitality. Because during their
years of development they have seen that food service and lodging should be provided to travelers who
visited their country for famous pyramids, tombs of their pharaohs and tourist attractions and to the
visitors who attended their religious festivals.
Greek Empire

The kind welcoming and care of a stranger in one's home, was an institutional
matter for ancient Greeks. Greeks considered their guests and travelers as god-
sent and were treated with honor and respect. Furthermore, the ancient
Greeks were constantly traveling to foreign lands due to their way of living-
traveling, trading, and wars. Because of increased travel the need for
accommodation, assistance and protection created the development of inns
and taverns in ancient Greece. Inns and taverns in ancient Greece were often
respected and served fine food to travelers. This is one of the many reasons
why they were considered to be one of the most hospitable empires in their
era.
Roman Empire

Factors that may have contributed to the development of travel and tourism during
the Roman Empire include: trades, exchange of goods, wars, road networks,
religious activities, sports, and tourist attraction.

Medieval Period

Dark Ages

After the fall of the Roman Empire in 476 A.D, inn keeping almost disappeared,
except local taverns and a few inns which were scattered throughout Europe. Travel
patterns maintained a great deal of continuity after the fall of the Roman Empire.
The roads were durable and remained the primary means of land travel well into
the middle Ages.
Modern Period

Nineteenth Century

The 19th century is considered to be the period of indulgence of luxury into the
evolution of hospitality industry. In the early 1800s, "Inns" were the only lodging
facility available for the tourists. A lot of Inns were established prior 19th century.
But, lodging was not just about bedding and resting facility anymore. They started
providing food and drinks to the travelers. And soon the element of luxury started to
blend in which gave birth to the emergence of hotels- more sophisticated facilities
that provided better rooms and dining areas to the public.

The adapting and evolving hotel facilities led to the formation of different selling
facilities of hotels such as bars inside the hotel, pools inside the hotel, architectural
improvement of the hotels- focusing on the exterior and interior designs, the
multistory level of hotels and the well-decorated ceiling and chandeliers.
Twentieth Century

The growth of hostel business in the 19th century and the development
of the culture of hospitality within people emerged as a huge business
opportunity. A lot of people started building hotels and they
incorporated more and more facilities. Innovations in transportation
systems enabled more and more people to travel. Some people saw the
opportunity and jumped into the hotel business. That is why in the
early to mid-20th Century, a lot of giant hotel chains started doing their
business. The industry had become more competitive than ever.
Twenty first century

While the hospitality industry started only as a way of properly receiving

guests and providing them place for sleeping, the traditional hospitality
industry has evolved to become one of the most prestigious sectors
globally. Despite all the changes the industry saw, the travelers and
guests have always been the center for improving and developing ways to
satisfy their needs. Hospitality industry is consistently evolving to become
more advanced. The 21st century marks the integration of technological
advancements to hospitality industry making hotels and restaurants
reached new heights.
Other Organizations in Tourism and Hospitality
Industry

1. Tourism Infrastructure and Enterprise Zone 8. Duty Free Philippines Corporation (DFPC)
Authority (TIEZA) 9. Philippine Tour Operators Association (PhilTOA)
2. Tourism Promotions Board (TPB) 10. World Tourism Organization (UNWTO)
3. Intramuros Administration (IA) 11. Tourism Educators and Mover (TEAM)
4. National Parks Development Committee Philippines
(NPDC) 12. Travel Cooperative of the Philippines (TCP)
5. Nayong Pilipino Foundation (NPFI) 13. Hotel and Restaurant Association of the
6. Philippine Retirement Authority (PRA) Philippines
7. Philippine Commission on Sports Scuba 14. Philippine Hotel Owners Association
Diving (PCSSD) 15. Philippine Travel Agencies Association (PTAA)
Pioneers in the Tourism and Hospitality Industry

There are several outstanding individuals who have made a significant contribution to the growth and
development of the tourism and hospitality industry.

Cesar Ritz. Cesar Ritz is the general manager of the Savoy Hotel in London, one of the most famous and
luxurious hotels in the world. At present, the Ritz-Carlton hotels bear his name. Ritz popularized the phrase "le
client n'a jamais tort," translated as the customer is never wrong. It is known today as the "the customer is
always right."

Ellsworth Milton Statler. Ellsworth Milton Statler is considered to be the premier hotel-man of all time. He
provided middle-class traveler high standard of comfort and convenience at an affordable price. He was the
first pioneers of tourism and hospitality who place telephones and radios in guest room and other appliances
such as mirrors, closets and faucet for ice water.

Mamerth Banatin. Banatin was a Filipino travel pioneer who founded and acts as the president and CEO of
Adam's express in the Philippines. Adam's express is the one of the Philippines major travel agencies and one
of the top producers of Filipino tourists to Europe. Banatin had pioneered pilgrimage tours to destinations
ranging from the Holy Land and Lourdes to Fatima and Eastern Europe. He also introduced a wide range of
exotic destinations to Philippine travelers, including Bhutan, Kazakstan and Uzbekistan. In 2018, MIKI Travel,
one of the biggest travel operators in the world, presented Banatin a Lifetime Achievement Award for his
contributions to the travel industry.
Conrad Hilton. Conrad Hilton was once recognized as the "biggest hotel
man in the world." He was described by the New York Times as the
"master of hotel finance." He also pioneered the 1 to 5 rating system of
hotels and combined hotels with resorts and casinos. In 1954, he
formed a group of American hotels which followed standard operating
procedures (SOP) to standardized operations.

Thomas Cook. Thomas Cook is recognized as the first professional travel

agent. He was the founder of the world's first travel agency. He is
credited for making world travel possible for the middle class. The
phrase "Cook's tour" arose from his name which means touring to
many places and briefly stops at each place for a period of time.
Howard Dearing Johnson. Howard Johnson was the pioneer of brand leveraging and
he was one of the first to introduce franchising in the tourism and hospitality industry
in the 1930s.

J. Willard Marriott. J. Willard Marriott founded the Marriott Corporation which has
continued to be an important asset to the hospitality industry. He quoted, "take care
of your people and they will take care if your business."

Ray Kroc. Ray Kroc was an entrepreneur best known for expanding the McDonald's. In
1955, he founded McDonald's system incorporation and opened its new restaurant in
Des Plaines, Illinois. Kroc developed several operational guidelines such as Quality
Service Cleanliness and Value. Kroc's motto, "Never be idle a moment," was also
incorporated into the business.

Isadore Sharp. Isadore Sharp is the founder and chairman of Four Seasons Hotels that
was built in downtown Toronto. The Four Seasons introduced complimentary
shampoo, 24-hour room service, and same-day clothes cleaning and pressing.
Ruth Fertel. Ruth Fertel was the founder of Chris Steak House, the largest upscale
restaurant chain in the United States. It has 59 operations- 54 in the US and Puerto
Rico and five internationally. It sells more than 11,000 steaks daily with a gross
income of two hundred million dollars a year.

Alejandra Clemente. Alejandra "Dading" Clemente, founder of Rajah Tours

Philippines and a pioneer in the Philippine tourism industry, stands out among the
successful women of her generation. She and her husband built a business from
10,000 pesos only in 1972.

Jose D. Aspiras. Jose D. Aspiras was the very first chairman of the Philippine
Tourism Authority. He also became president of the Pacific Asia Travel Association
and World Tourism Organization which promulgated the Manila declaration of
world tourism. Under his stewardship in 1980, one million tourists arrived to the
Philippines and the tourism industry in the Philippines became the third largest
dollar earner in the Philippines.
Factors that Favor the Growth of Tourism
and Hospitality 7. Higher educational attainment.
8. Growth and development of cities.
9. Discovery of new and Virgin Islands.
1. Rising expenditures capacity of large 10. Easier ways to book for package tour.
sections of the population.
11. Emergence of cheap package tour
2. Increasing number of retired people (promos)
who want to leisure travel.
and inexpensive transportation.
3. Increase in the number of holidays- 12. Modern transportation due to
special holidays, non-working holidays,
technological and engineer
etc.
advancements.
4. Migration of people.
13. Advances in communication.
5. People are becoming more focused in 14. People are being more family-
careers oriented.
development- increasing business travels. 15. Shift in values.
6. Loan availability.