PAMANTASAN NG LUNGSOD NG MAYNILA

PLM Business School

Department of Hospitality Management ITM 1101 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY

Module 2: THE HISTORY OF TOURISM AND HOSPITALITY

MODULE OBJECTIVES By the end of the module students will:

1. Describe the history of the tourism and hospitality industry.

2. Explain the origin of tourism and hospitality in the Philippines.
3. Identify the international travel patterns.
4. Describe the factors that favor the growth of tourism and hospitality.

Introduction In order to truly appreciate the tourism and hospitality industry, it is important to understand
its historical origin. A person cannot project the future without understanding the past.
Philosophers say it another way: “Knowledge is telling the past. Wisdom is predicting the
future.” In line with this philosophy, this chapter will explore the history of this marvelous
industry called tourism and hospitality.

I. History of the Tourism and Hospitality A. History of the Tourism Industry

Industry

A.1. Early Tourism

Travel and exploration are basic to human nature. Man has traveled since the earliest times
although the term tourism was used only in the early 19th century. “Tourism” is derived from
the Hebrew word torah which means studying, learning, and searching.

Tourism can trace its ancestry in the Old Testament. Noah with his Ark must have been the first
large-scale operator even though his passengers were mostly animals. There are numerous
references to caravans and traders in the Old Testament. Chapters 26 and 27 of the Book of

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Ezekiel describe trade and commerce in ancient Tyre and recount the travels abroad made by
merchants.

Early tourism has two forms: travel for business such as trading and religious travel.
Throughout history, merchants have traveled extensively in order to trade with other nations
and tribes. The invention of money, writing and wheel by the Sumerians facilitated travel and
exchange of goods. The early Phoenicians toured the Mediterranean as traders. Both the
Greeks and the Romans were well-known traders and as their respective empires increased,
travel became necessary. At this time, there was also travels for private purposes. Examples
are Olympic Games held in 776 BC by the Greeks as well as the travel by rich Romans for
enjoyment and to visit friends and relatives. The Roman traveler was largely aided by
improvement in communications, first class roads, and inns (forerunners of modern hotels). By
employing relays of horses, distances of 100 miles or more could be covered in one day. In
between distances of six miles were mutations or stables where horses could be changed. They
are the equivalent of the present gasoline stations.

Travel for religious reasons took the form of pilgrimages to places of worship such as Chaucer’s
tale of pilgrimage to Canterbury. Pilgrimages were made to fulfill a vow as in case of illness or
of great danger or as penance for sins. Besides Rome and Jerusalem, St. James of Galicia was
the foremost destination of English pilgrims in the 14 th century. Beginning 1388, English
pilgrims were required to obtain and carry permits, the forerunner of the modern passport.

A.2. Tourism in the Medieval Period

During the medieval period, travel declined. Travel, derived from the word travail, became
burdensome, dangerous, and demanding during this time. After the decline of the Roman
Empire in the 5th century, roads were not maintained, and they became unsafe. Thieves
inflicted harm on those who dared to travel. No one during this time traveled for pleasure.
Crusaders and pilgrims were the only ones who traveled.

A.3. Tourism During the Renaissance and Elizabethan Eras

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With the Renaissance, a few renowned universities developed so that travel for education was
introduced largely by the British. Travel for education became popular in the 16th century.
Under Elizabeth I, young men seeking positions in court were encouraged to travel to the
continent to widen their education. This practice was gradually adopted by others in the lower
social scale. In time, it became recognized that the education of a gentlemen should be
completed by a “Grand Tour” of the cultural centers of the continent which lasted for three
years.

The term was used as early as 1670. While apparently educational, the appeal became social.
Pleasure-seeking young men of leisure traveled predominantly through France and Italy to
enjoy the cultures and social life of Europe, with Venice, Florence, and Paris as the key
attractions. By the end of 18th century, the practice had become institutionalized for the upper
class of society.

As young men sought intellectual improvement in the continent, the sick sought a remedy for
their illnesses in “spas” or medicinal baths. “Spa” is derived from the Walloon word “espa”
meaning “fountain”. Turnbridge Wells in Kent (near London) became famous as a spa in the
1660s. Travelers immersed themselves in the healing waters. Soon, entertainment was added,
and dozens of watering places became resort hotels. Bath in England, Baden-Baden in
Germany, Baden in Austria, Bainesles-Bains in France, Lucca in Italy, Karlsbad and Marienbad in
Bohemia became fashionable in the 18th and 19th centuries.

A.4. Tourism During the Industrial Revolution

The Industrial Revolution brought about major changes in the scale and type of tourism
development. It brought about not only technological changes, but also essential social
changes that made travel desirable as a recreational activity. The increased in productivity,
regular employment, and growing urbanization gave more people the motivation and
opportunity to go on holiday. The emerging middle class combined higher incomes and
growing education into annual holidays. To escape from their responsibilities and the crowded
city environment, they traveled to the countryside or seashore for their holidays. This led to
the creation of working-class resorts near major industrial centers.
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 A.5. Modern Tourism

A.5.1 Tourism in the 19th Century

Two technological developments in the early part of the 19th century had a great effect on the
growth of tourism. These were the introduction of the railway and the development of steam
power. The railroads created not only more business by providing reliable and cheap
transportation, but also more competition as various private companies invested heavily in
hotels, resorts, and entertainment facilities. Thus, tourism was transformed from a small
business catering to the elite into the start of a mass market, that is, travel by a large number
of individuals.

The use of steam power provided the increased mobility needed by the tourist business.
Steamers on the major rivers provided reliable and inexpensive transportation that led to the
popular day-trip cruises and the growth of coastal resorts near large industrial towns. As
tourism became organized in the later years of the 19 th century, the organization of travel
became an established institution. Travel organizers emerged. The first and most famous of
these was Thomas Cook. His first excursion train trip was between Leicester and Loughborough
in 1841 with 570 passengers at a round-trip fare of one shilling. The success of this venture
encouraged him to arrange similar excursions using chartered trains. In 1866, he organized his
first American tour. In 1874, he introduced “circular notes” which were accepted by banks,
hotels, shops and restaurants. These were in effect the first travelers’ checks.

Other tour companies which appeared in Britain at this time were Dean and Dawson in 1871,
the Polytechnic Touring Association in 1872, and Frames in 1881. In the United States,
American Express was founded by Henry Wells and William Fargo.

As the 19th century drew to a close, photography and guidebooks became popular. A huge
variety of guidebooks which dealt with both local and overseas travel were sold to tourists. The
most popular of these was Baedecker, first published in 1839, which became the leading guide
for European countries at the end of the century.

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 A.5.2. Tourism in the 20th Century

At the beginning of the 20th century, pleasure travel continued to expand, encouraged by the
increasing wealth, curiosity, and outgoing attitudes of the people as well as the increasing ease
of such movement.

World War I brought about many changes, which influenced the volume of tourism. Early post-
war prosperity, coupled with large-scale migration, boosted the demand for international
travel. Interest in foreign travel was further enhanced by the first-hand experience of foreign
countries. New forms of mass communication stimulated curiosity about other countries. In
addition to the influence of posters and the press, the cinema, radio, and television widened
knowledge and interest in travel.

After World War I, forms of travel began to change radically. The railways as a means of travel
declined with the introduction of the motor car. Motorized public road transport and improved
road conditions led to the popularity of seaside tours.

World War II also led to increased interest in travel. The war had introduced combatants not
only to new countries but to new continents, generating new friendship and in interest in
different cultures. Another outcome of war was the progress in aircraft technology. Air travel
had become more comfortable, safer, faster, and cheaper in comparison with other forms of
transport. With the introduction of the Boeing 707 jets in 1958, the age of air travel for the
masses arrived, hastening the decline of sea travel. Improvements in air transport not only
encouraged greater transcontinental travel but were also instrumental in the growth of
international travel in the 1960s and 1970s. The earth literally shrank for the tourist, bringing
distant exotic islands closer and replacing week-long sea voyages with a few hours of air travel.

After the post-war recovery years, there was an increase in private car ownership. Travelers
switched to the use of private cars and this change affected both coach and rail services. The
private car provided flexible transportation which freed people from the schedules and fixed
routes of public transport. It encouraged the growth of excursions and short-stay holidays.
Resorts near major centers of population benefited considerably. Road improvements brought
more distant resorts closer to the major cities. Resourceful tour operators devised flexible
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packages aimed at the private motorist at home and abroad. Hotels also devised their own
programs of short-stay holidays for the private motorist. The demand for hired cars on holidays
overseas also increased substantially.

The post-war economic recovery provided an increased in discretionary income and leisure
time, which many people converted into increased recreation and travel. Due to labor
negotiations and social legislation, the length of official and paid holidays increased.
Governments have created more vacation time by incorporating isolated public holidays into
the familiar “long weekends” throughout the year. By the 1970s two vacations a year were a
common occurrence. The annual overseas holiday had become a necessity rather than a luxury.

As business travel and trade prospered in the developed countries, business travel also
flourished, leading to the demand not only for individual travel, but also for conference and
incentive travel on a worldwide scale. The 1970s have also seen the emergence of new pattern
in tourism. As economic power has shifted between countries, new tourism-generating
countries such as the oil-rich Arab countries and Japan arose. Europe, as well as the developing
tourist-based economies of Asia, have benefited from this influx. The Philippines, Thailand,
Singapore, Malaysia, and Indonesia have strengthened their tourist attractions to appeal to
new markets.

Prospects for the continued growth of world tourism in the 20 th century appear to be most
promising. Societal trends are favorable to the continued growth of demand. Governments of
many nations are encouraging the growth of both domestic and international tourism as a
means of job creation, economic diversification, and source of foreign exchange. Beyond its
economic significance, there is a growing realization of the role of international travel in
promoting world peace and prosperity.

B. History of the Hospitality Industry

B.1. Ancient Period

B.1.1. The Sumerians

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The recorded history of the hospitality industry began with the Sumerians, a group of people
who lived in Mesopotamia near the Persian Gulf at about 4000 BC. Since much of this area was
fertile, several Sumerians became prosperous, as well as skilled farmers and cattle breeders.
The Sumerian farmers were able to produce such abundant harvest that they were able to sell
their surplus grain to people in other parts of the region. The Sumerians invented money and
writing as means to record and settle their business transactions. The Sumerians were the first
to develop trade in the modern sense of the world. In addition to growing and trading grain,
the Sumerians converted it to alcohol beverages or beers which became the most common
consumed beverages in Sumerian society. The Sumerian beverages were safer to drink than
their water.

Politically, the Sumerians organized themselves into city-states. Since the states covered a large
geographic area, Sumerian traders required the services of travelers, namely, food, drinks, and
shelter. Hence, local Sumerian taverns were established, making them the first hospitality
business. It is most likely that the hospitality industry began with the Sumerians 5,000 years
ago in 3000 BC.

These taverns served beers to the local residents. Some of these taverns attracted criminals
and others who meet at the tavern to plot crimes. They were commonly tolerated. Sometimes,
local or national governments attempted to regulate them. The first recorded effort was made
by Hammurabi, the king of Babylon, who ascended the throne in 1792 BC. He made a set of
laws, carved in stone, known as the Code of Hammurabi. The code required tavern owners to
Report customers who planned crimes in these taverns. The penalty for failure to do so was
death. The death penalty was also imposed on those who diluted drinks with water.

B.1.2. Early Traders

In 2000 BC, a considerable amount of trade had developed among the people of the Middle
East. Many became traders of exotic goods. They needed hospitality services for their long
journeys. Some enterprising individuals set up the caravanserai which provided food and
shelter to travelers. These were the early examples of inns. Their reputation was similar to that
of the taverns of the same period. They were often dirty and infected with bugs that travelers
tried to avoid whenever possible.

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 B.2. Empires: 3200 BC to 476 AD

From 3200 BC to 476 AD, three significant empires flourished – the Egyptian, Greek, and
Roman. This period is known to historians as the Empire Era. Each of these empires developed
hospitality services for increasing numbers of travelers.

B.2.1. Egyptian Empire

The Egyptian Empire developed slowly over several thousand years. By 3200 BC, various groups
had been united under one government ruled by a “pharaoh,” the Egyptian term for king.

The famous pyramids or tombs for the pharaohs became tourist attractions that many people
traveled long distances to see. In addition to traveling to see the pyramids, people traveled to
attend religious festivals. The ancient Egyptians were the first to see that food service and
lodging should be provided to travelers. Thus, the ancient Egyptians were the first to begin the
activity we now call tourism and hospitality.

B.2.2. Greek Empire

Ancient Greek civilization began to develop about 1100 BC. It evolved in the form of
independent city-states. These city-states were united by Philip of Macedonia in the middle of
the third century BC. His son, Alexander the Great, built an empire that surrounded the
Mediterranean and extended as far as India.

The Greeks were dedicated travelers. Their land and sea travels made them dominant in the
Mediterranean region. Because of increased travel, some form of overnight accommodation
became a necessity. Hence, inns and taverns became common in ancient Greece. As in the
Middle East, they had a bad reputation. The owners adulterated drinks with water and engaged
in criminal activities. They were looked down upon by rich and powerful citizens.

In contrast to inns and taverns, restaurants in ancient Greece were often respected and served
fine food.

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 B.2.3. Roman Empire

In 146 BC, after many years of conflict, Greece became a Roman protectorate. Roman efforts at
territorial expansion continued. By the time Rome had conquered most of Western Europe and
the Middle East, inns and taverns were established throughout the empire. The Romans
constructed elaborate inns along the main roads for officials and couriers of the Roman
government. Marco Polo described these inns as “fit for a king.” Some rich landowners built
their inns in their estates and were managed by household slaves. Near the cities, inns and
taverns were constructed for less wealthy citizens and were run by freemen or by retired
gladiators who wanted to invest their money in the restaurant business.

The Roman public restaurants served ordinary food to the people. In the ruins of Pompeii,
there are many small restaurants that are similar to the fast-food restaurants at present. They
have a single basic design and prepare and sell the same limited menu. They may have been
operated by one person, or by a small group just like a modern small company. It is believed
that the Romans were the first to establish the first restaurant chain.

In ancient Persia, large caravans carried elaborate tents that were used along caravan routes.
Frequently, these caravans stopped at Khans, a combination of stables, sleeping
accommodations, and fortresses which provided shelter from sandstorms and enemies who
attacked caravans.

B.3. Medieval Period

B.3.1. Dark Ages

After the fall of the Roman Empire in 476 AD, innkeeping almost disappeared, except local
tavern and a few inns which were scattered throughout Europe. Throughout this period, the
Roman Catholic Church took over the job of feeding and housing travelers – both religious and
lay people. The monasteries of the Church were self-sufficient enterprises. Members of the

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religious orders planted vegetables and herbs, raised animals for meat, and grew grapes for
wine. The most famous of these monastery-shelters was the Hospice of St. Bernard Located in
the Alps, 8,110 feet above sea level. Travelers were not changed for lodging. Those who were
able to pay were expected to give donations.

In Europe, Charlemagne established rest houses for pilgrims. The main purpose was to protect
pilgrims and provide hospitality on their routes. A very good example of a rest house was the
Abbey at Roncesvalles which provided services such as a warm welcome at the door, free
bread, cellars full of fruits and almonds, two hospices with beds for the sick, and even a
consecrated burial ground.

Medieval guilds held open houses to receive pilgrims. Accommodations in medieval guilds were
similar to those of the monasteries. A good example is The Steelyard, a residence in London
operated by the Hanseatic League.

Providing hospitality services to travelers became a burden to the religious houses. The Church
found it difficult to accommodate many travelers in a limited space. The monasteries were
“overbooked”. The Church continued to provide hospitality to the poor since Christian charity
was an important element in the Church’s mission. It continued to provide to the rich nobles
who made large financial contributions. The middle class who could not give large
contributions or claim poverty found it very difficult to find accommodations in the
monasteries.

Gradually, some taverns, inns, and wine shops began to give accommodations to middle-class
travelers. Thus, the number of inns increased although the standards of comfort and
cleanliness different greatly in different countries and regions.

B.3.2. Renaissance: 1350 AD to 1600 AD

During the Renaissance, there were no restaurants or dining establishments. In England, there
were taverns, pubs, and inns. None of these served food. They were generally avoided by the
upper classes who dined and entertained in their homes.

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Concern about table manners increased during this period and rules to be observed at the
dinner table developed. People were instructed not to put food on their plate using their
fingers because such behavior is unpleasant and annoying. Burping at the dinner table was
considered unacceptable.

B.4. Early Modern Period: 1600 AD to 1800 AD

In the sixteenth century, a type of eating place for commoners called an ordinary appeared in
England. These places were taverns that served a fixed price, fixed menu meal.

During this era, coffee and tea began to influence the culinary habits of Western Europe. Tea
developed slower than coffee as a common beverage. It became widespread in England.

During the next century, coffee houses were built all over Europe. In Venice, the famous café
Florian on the Piazza San Marco was constructed. The first English coffee house was in St.
Michael’s Alley, London in 1652. In 1683, Kolschitski opened the first coffee house in Central
Europe. It was in this coffee house that the first cup of coffee sweetened with honey and milk
was served. Coffee houses became social and library centers as well as the forerunners of cafes
and coffee shops at present. They also helped reduce drunkenness in the European continent.

The advent of stagecoach travels revolutionized hospitality on the road. With the introduction
of the stagecoach, regular stagecoach routes were established, followed by the building of the
stagecoach or coaching inns. At the coaching inns, tired horses were exchanged with fresh
horses and stagecoach passengers were fed and given the opportunity to rest overnight. Travel
was difficult because the roads were full of potholes and normally soaked in mud.

Other developments of the period included an increase in the quality of inns, the application of
English common law to the hospitality industry, and in France, the reintroduction of
restaurants for public dining.

English common law forms the basis of US law. Many of the principles developed in England in
the seventeenth century are still enforced in the United States at present. Before the
application of the common law to inns in the 1600s, innkeepers ran their inns as they chose.
Many would refuse to accommodate travelers, although rooms were available. Some did this
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because they did not like the appearance of the traveler. Others did not like to be disturbed
while sleeping at night. Other innkeepers connived with guests who would harm or steal from
other unsuspecting guests.

Early common law required innkeepers to receive all travelers, provided that the innkeeper had
available space and that travelers were in fit condition. This meant that they were not sick,
drunk, dishonest, or exhibiting unpleasant behavior. Later, common law established two
principles which are now considered basic in the hospitality industry – the innkeeper should
ensure the guests’ property and provide for the guests' safety. These principles are still
followed in our laws at present.

By the 1700s, the inns in England were much safer and more comfortable. The mails were an
important element in the development of the hospitality industry. Until the late 1700s, the mail
in England was carried on horseback by messengers known as post-boys who were able to ride
six miles per hour. A letter usually took several days to reach 100 miles. Mail-carrying was
transferred to stagecoaches which were supposed to deliver mail within specific amounts of
time. They ran at full speed for ten miles and stopped at a post-house to change horses.

Post-houses were similar to the coaching inns. They were equipped to feed drivers and
passengers and accommodate them overnight. They were located along the coach routes to
ensure a steady supply of customers who arrived by stagecoach.

Until the late eighteenth century, there were no public restaurants. In England, there were
coffee houses where one could get light snacks. There were taverns that served a daily
“ordinary” which is a main meal with a fixed price. Most people took their meals at home. The
rich had their own cooks and entertained in their own homes. Inns were established for
travelers and did not normally serve meals to local residents.

The food service element of the hospitality industry changed dramatically in France in 1765. In
that year, a man named Boulanger operated a small business which sold soups and broths in
Paris. These were known as restaurants, a French word which means “restoratives”. Soups and
broths had the ability to restore energy to people who are tired and weak. Boulanger was one
of the many who sold soups and broths in Paris at that time. For unclear reasons, Boulanger
decided to add an item in his product – a dish made of sheep’s feet with a sauce. The traiteurs,
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members of a caterers’ guild who prepared roasts and meats for consumption in private
homes, objected on the grounds that Boulanger was preparing and selling a ragout and that
only traiteurs were allowed to sell ragouts and similar foods under existing French law. They
filed a case against Boulanger in court.

After a careful study of the traiteurs’ position, the court decided that Boulanger’s selling of the
dish did not violate the French law. The case created much publicity and led to a decree which
authorized both traiteurs and restaurateurs to serve guests within their establishments. This
led to the establishment of public dining rooms where guests are seated and served with the
food and drinks of their choice.

Boulanger is recognized as the first to create the first restaurant, an establishment open to the
public with a dining room where a variety of foods could be bought and consumed.

In the late eighteenth century, the restaurant business flourished. During the French
Revolution, the common people of France revolted against the monarchy who took control of
the government and properties of the aristocrats, many of whom were executed. Cooks and
chefs who had been employed by the aristocrats suddenly lost their jobs. The unemployed
cooks and chefs opened food-service establishments to earn a living. After the French
Revolution, the number of restaurants increased in Paris and other parts of the world.

Another type of food-service establishment which developed in France was the café. Café is
the French word for “coffee”. These cafés were the French equivalent of the English coffee
houses. At first, they only served snacks just as the English did. Later, the owners of these
establishments used their highly developed culinary skills to prepare more elaborate items
which delighted their customers.

These developments in France in the late eighteenth century marked the beginning of the
modern restaurant industry.

B.4.1. The Industrial Era: From 1800

The Industrial Revolution, which dates from the mid-1700s, started in England. The
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development of railroad networks, first in England, then in other countries, had a greater effect
on the hospitality industry than any other development since the fall of the Roman Empire. The
establishment of railroad stations became excellent locations for new hospitality businesses in
England and other countries that developed rail network. Inns, taverns, restaurants, and hotels
opened near railroad stations. In England, examples include the Charing Cross Hotel, the St.
Pancras Hotel in London, and the Queens Hotel in Birmingham. In Scotland, there were St.
Enoch’s Hotel in Glasgow and the Station Hotel in Perth. In the United States, Biltmore Hotel
and the Commodore Hotel were built in New York City near the Grand Central Station.

B.5. Modern Period

B.5.1. Nineteenth Century

In the last quarter of the nineteenth century, public dining was not popular. Many hotels were
constructed without dining facilities. Hotel guests took their meals in their rooms. In 1875, a
dining facility was opened in the Albemarle Hotel in London. By this time, the term restaurant
referred to the dining room of a hotel.

In London, more luxurious hotels began to appear. Some were known for their excellent guest
accommodation and superior food. One of the best-known hotels was the Savoy which was
opened by Richard d’Oyly Carte in 1889. In the Savoy, d’Oyly Carte employed two men who
became famous throughout the world – Cesar Ritz and Auguste Escoffier. The General
Manager was the renowned Cesar Ritz, and the Chef des Cuisines was Auguste Escoffier. These
two men revolutionized the hotel restaurants. Auguste Escoffier was one of the greatest chefs
of all time. He is known for his classic book, Le Guide Culinaire. He also installed the Kitchen
Brigade System.

The Americans used their ingenuity to create something for everyone. Delmonico’s was the
only expensive and aristocratic restaurant in the United States. It was famous for its fine food.
Delmonico’s served Swiss-French cuisine and became the center of American gastronomy or
the art of good eating. It is also known for its bilingual menus – Baked Alaska, Chicken a la King,
and Lobster Newberg. The Delmonico Steak is named after the restaurant. Other American
cities had their own hotel-palaces such as the Palmer House in Chicago, St. Clarke in New

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Orleans, and the Planters Hotel in St. Louis. The Hotel del Coronado in San Diego became
famous because of its unique architectural style.

Although the modern hotel was an American invention, The European contributed the
European plan which meant that a guest need not pay for both room and meals in one lump
sum, but could pay for only the room and order the meals separately from an a’ la carte menu
or eat elsewhere.

More innovations in hospitality occurred in the nineteenth century such as the custom of
dining out, better methods of preserving food through canning and vacuum packing, mass
feeding for school children, and the establishment of ice cream parlors.

B.5.2. Twentieth Century

In 1921, Walter Anderson and Billy Ingraham began the White Castle hamburger chains. The
name White Castle was chosen because white stood for purity and castle for strength.

Marriott’s Hot Shoppe and root beer stands opened in 1927. At about this time, the drive-in
and fast-food restaurants also sprang up in America.

In 1925, Howard Johnson opened his original restaurant in Wollaston, Massachusetts. In 1934,
the Rainbow Room opened. This art deco restaurant supported the reemergence of New York
as the center of power and glamour. In 1937, Trader Vic’s restaurant opened. The social elite
was attracted to the Polynesian-themed restaurant which served exotic drinks including the
Mai Tai that Vic invented.

In 1939, a restaurant called Le Pavillon de France opened in New York. By the end of 1930,
every city had a deluxe supper club or night club.

The Four Seasons also opened in 1939. It was the first restaurant to offer seasonal menus
(summer, spring, fall, winter) with its modern architecture and art as a theme.

After World War II, there was a rapid development of hotels and coffee shops. They sprang up
in almost every highway intersection. The 1950s saw the emergence of fast-food restaurants.
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In the 1960s, fine dining became popular because businessmen liked to eat well. In the 1970s,
new establishments were introduced such as the Taco Bell, TGI Fridays, Houston’s, and Red
Lobster in the restaurant industry, and Days Inn, Super 8 Motels, and Comfort Inns in the
lodging industry. Corporations such as the Four Seasons, Canadian Pacific, Marriott, Hyatt,
Sheraton, Hilton, Radisson, Ramada, and other high-class chains increased in North America
and in other countries.

The 1990s started with a recession which began in 1989. The hospitality industry experienced a
downturn due to the Gulf War. Organizations strived for profitability, hence, they downsized
and consolidated.

Since 1993, the economic recovery was very strong. Thus, several mergers and acquisitions
have taken place. Many corporations have expanded overseas. Eastern Europe and China have
opened up.

C. 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. They are Cesar Ritz, Ellsworth
Milton Statler, Conrad Hilton, Thomas Cook, Howard Dearing Johnson, J. Willard Marriott, Ray
Kroc, Isadore Sharp, and Ruth Fertel.

C.1. Cesar Ritz

Cesar Ritz became the general manager of the Savoy Hotel in London, one of the most famous
and luxurious hotels in the world. He made the hotel a cultural center for high society. The Ritz
name is synonymous with refined, elegant hotels and service. At present, the Ritz-Carlton
hotels bear his name.

C.2. Ellsworth Milton Statler

Ellsworth Milton Statler is considered to be the premier hotel-man of all time. He brought a
high standard of comfort and convenience to the middle-class traveler at an affordable price.

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He was the first to put telephones and radios in every guest room together with full-length
mirrors, built-in closets, and a special faucet for ice water.

C.3. 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 was careful not to over-finance and
had a flawless sense of timing. In 1954, he formed the first major chain of American hotels – a
group of hotels which followed standard operating procedures.

C.4. 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” is still used at present to refer to a tour that goes to many places and
stops briefly at each place.

C.5. Howard Dearing Johnson

Howard Johnson was the pioneer of brand leveraging. He was one of the first to introduced
franchising in the 1930s. At present, Howard Johnson is one of the famous names in the
restaurant and hotel business.

C.6. J. Willard Marriott

J. Willard Marriott founded the Marriott Corporation which has continued to be an important
asset to the hospitality industry. Through his strong faith and determination, J. Willard Marriott
began with a root beer stand which was founded by necessity and built it into a multibillion-
dollar industry.

C.7. Ray Kroc

Ray Kroc has been the most financially successful of all hospitality entrepreneurs. He founded

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 the McDonald’s Corporation, a multibillion-dollar industry, through his strong dedication,
organizational skills, perseverance, and incredible aptitude for marketing. Kroc developed
several operational guidelines such as Quality Service Cleanliness and Value or QSC&V. Kroc’s
motto, “Never be idle a moment” was also incorporated into the business.

C.8. Isadore Sharp

Isadore Sharp, a first-generation Canadian, was the founder of Four Seasons Regent Hotels,
the world’s largest hotel chain and a multimillion-dollar global hotel empire. The success of the
Four Seasons Regent Hotels is largely due to the drive, determination, and personal taste and
style of Isadore Sharp.

C.9. 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.
Because of this volume, Ruth Fertel is the most successful woman restaurateur at present.

II. Origins of Tourism and Hospitality in the Tourism and hospitality in the Philippines began when the original inhabitants of the country
Philippines roamed around in search of food. Inter-tribe travel occurred, although the mode of travel was
crude. A more recognizable form of tourism and hospitality appeared in the Philippines when
the country was discovered by Ferdinand Magellan and when galleons or wooded boats sailed
between Mexico and the Philippines during the galleon trade.

During the American occupation of the Philippines, Americans were able to reach Manila after
two weeks on board the Pan-American Airways air-clippers. In the 1920s, the steamship and
the airline pioneers, the “China Clipper” and the “Manila Clipper,” brought some passengers to
Manila via Hong Kong.

The introduction of more comfortable and faster means of transportation gave the early
impetus for tourism and hospitality in the Philippines. Travelers from the US, China, Japan, and
Europe were provided inland tours by entrepreneurs with their unregistered private cars and

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coaches called “colorum.” Colorum means illegal tour handling and the illegal use of private
vehicles for public use. It was tolerated by the government authorities at that time since
tourism was not yet developed.

Although there were already visitor arrivals from other countries, there were no tour operators
nor travel agencies which existed formally. There were some offices like the American Express
International which informally arranged land tours for foreign travelers. Steamship offices
endorsed tourists to private car and coach operators (colorum) who rented their vehicles
directly to tourists. The drivers of these vehicles served as tour guides even without any formal
training in tour guiding.

There were only a few tourist attractions and destinations in the Philippines. These were
Manila, Pagsanjan Falls, Laguna Lake Tour, Tagaytay and Taal Volcano, Mt. Mayon tour, Legazpi
tour, Baguio City, and Banaue tour. Other popular tours in the South in the 1920s were Cebu
City and Zamboanga City.

It was difficult to measure tourist activities before World War II since there were no statistical
records and data available at this time. In 1947, a more orderly tourism activity started.
Steamships and airlines began to service the Philippines from other countries; thus, giving
impetus to tourism and hospitality.

In 1952, the first tourism and hospitality association in the Philippines was organized. This was
the Philippine Tourist and Travel Association (PTTA), which was organized to put together all
existing travel establishments serving both domestic and international travelers. The PTTA was
funded by the government to promote the country’s tourism and hospitality industry. Later,
the government organized the Board of Travel and Tourist Industry (BTTI) to regulate,
supervise, and control the tourist industry and to subsidize the PTTA as its promotional arm. In
the late 1950s, more hotels and restaurants and entertainment facilities were established.

The Philippines had undergone economic, social, and political crises starting in the 1960s up to
the ‘70s, which hindered the development and promotion of tourism and hospitality.
Accommodation were inadequate and airline companies were not given much incentive to
promote the Philippines as a visitor destination. Due to the turbulent conditions in the country,
the tourist industry was denied the peace and order, sanitation, financial support, and other
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important factors for tourism and hospitality development.

It was only in 1972, after the declaration of martial law, when tourism and hospitality in the
Philippines prospered. This was due to favorable conditions, such as safety of tourism and
hospitality, better services and sanitation facilities, more financial support from the
government, and the vigorous cooperation of the private sector. Thus, the Philippines became
a “bargain destination” to foreign visitors. As several tour groups arrived in the Philippines,
more accommodations, food and beverage facilities, and more airline frequencies were
established. A temporary “tourist boom” existed in the Philippines in the early 70s.

Tourism and hospitality in the Philippines at present are the result of the continuous
development and promotion of tourism and hospitality from 1950 to the present. However,
the growth in the tourism and hospitality industry is not very spectacular compared to our
neighboring countries in terms of tourist arrivals. Records show that the Philippines is still in
the tail-end of arrival compared to other Asian destinations, such as Hong Kong, Singapore,
Thailand, Korea, Taiwan, and Japan.

The National Tourism Organization (NTO) of the Philippines or the Department of Tourism has
embarked on several plans and programs to ensure the pleasant and the hospitable entry, stay,
and departure of tourists, as well as to ensure a harmonious, positive, and constructive
development of the tourism and hospitality industry. Among These are:

1. Increase visitor arrivals especially from nearby markets like Japan, Korea, Hong Kong,
and Taiwan and high-spending markets like Germany;

2. Increase tourism and hospitality receipts through longer stay (now set at 11 days) and
higher spending per day (estimated at $110 per day), which can be accomplished by
more attractive destination and tours, more shopping and dining, and getting not just
the budget traveler, but also the upscale markets;

3. Expand domestic tourism and hospitality through more promotions, cheaper tour
packages, and new facilities, especially for the lower income segments;

4. Expand the capacity for tourism and hospitality by promoting more private sector
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 investments;

5. Improve the standards of service through the expansion of training programs for the
professionalization of the tourism and hospitality management and labor force;

6. Program major tourism and hospitality infrastructure projects;

7. Engage in major tourism and hospitality estate and resort development;

8. Classify facilities in tourist sites according to international standards;

9. Strictly enforce the tour facility standards;

10. Promote self-regulation within the different sectors of the tourism and hospitality
industry;

11. Complete the national tourism plan and a destination tourism plan;

12. Encourage consumer advertising in selected markets;

13. Work closely with the private sector in product development; and

14. Develop and strengthen linkages with the local governments, the private sector, and
the general public through tourism and hospitality councils.

III. International Travel Pattern Major travel flows occur between the United States and Western Europe. Secondary regional
patterns exist between South America, the Caribbean, Africa, the Near East, and the Far East.
Travel to Africa is usually one way, originating in Europe.

The heaviest flow of air traffic into Europe is between New York and London. Within Europe,
the major flows are between London and Paris, London and Frankfurt, and Milan and Rome.
The cities in Europe most frequently visited by tourists are London, Paris, Frankfurt,
Amsterdam, Brussels, Zurich, Geneva, Madrid, Copenhagen, Vienna, Milan, Rome, and Munich.
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 The top ten countries generating international travel in rank order are: United States,
Germany, United Kingdom, Canada, Japan, France, Netherlands, Mexico, Switzerland, and
Australia. Europe generates about one-half of overseas travelers to the US. Travel between
European countries – intracontinental travel – has been very popular. This is one of the reasons
for Europe’s large share of the worldwide travel market.

IV. Factors that Favor the Growth of Tourism Some of the positive factors that hastened the growth of tourism and hospitality are:
and Hospitality
1. Rising disposable income for large sections of the population.
2. Growth in the number of retired persons who have the desire and energy to travel.
3. Increase in discretionary time.
4. Greater mobility of the population.
5. Growth in the number of “singles.”
6. Greater credit availability through credit cards and bank loans.
7. Higher educational levels.
8. The growth of cities.
9. Simplification of travel through the package tour.
10. Growth of multinational business.
11. Modern transportation technology.
12. Shift in values.
13. Advances in communication.
14. Smaller families and changing roles.

DEFINITION OF TERMS • A la Carte means (of a menu or restaurant) listing or serving food that can be ordered
as separate items, rather than part of a set meal.

• Colorum means illegal tour handling and the illegal use of private vehicles for public
use.

• European Plan a system of charging for a hotel room only, without meals.

• Grand Tour a cultural tour of Europe formerly undertaken, especially in the 18th

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 century, by a young man of the upper classes as a part of his education.

• Guidebook a book of information about a place, designed for the use of visitors or
tourists.

• Industrial Revolution in modern history, the process of change from an agrarian and
handicraft economy to one dominated by industry and machine manufacturing. This
process began in Britain in the 18th century and from there spread to other parts of the
world.

• Pilgrimage is a journey to a sacred place. People make pilgrimages to places like

Jerusalem, Bethlehem, and Dharamsala as part of their religious or spiritual practice.
A pilgrimage is often a spiritual journey, but some pilgrimages deal with other kinds of
devotion.

• Spa a mineral spring considered to have health-giving properties.

• Tavern an establishment for the sale of beer and other drinks to be consumed on the
premises, sometimes also serving food.

Chapter Activities 1. Briefly describe tourism and hospitality during the following:

A. History of the Tourism Industry

A.1. Early Tourism

A.2. Tourism in the Medieval Period
A.3. Tourism During the Renaissance and Elizabethan Eras
A.4. Tourism During the Industrial Revolution
A.5. Modern Tourism
A.5.1 Tourism in the 19th Century
A.5.2. Tourism in the 20th Century

B. History of the Hospitality Industry

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 B.1. Ancient Period
B.1.1. The Sumerians
B.1.2. Early Traders
B.2. Empires: 3200 BC to 476 AD
B.2.1. Egyptian Empire
B.2.2. Greek Empire
B.2.3. Roman Empire
B.3. Medieval Period
B.3.1. Dark Ages
B.3.2. Renaissance: 1350 AD to 1600 AD
B.4. Early Modern Period: 1600 AD to 1800 AD
B.4.1. The Industrial Era: From 1800
B.5. Modern Period
B.5.1. Nineteenth Century
B.5.2. Twentieth Century

REFERENCES 1. Johanna Muller, Current Trends in Tourism and Hospitality Industry, Willford Press, 2019

2. Metin Kozak, Nazmi Kozak, Tourism and Hospitality Management, Emerald Group

Publishing,2016

3. Macro Perspective of Tourism and Hospitality, 3G E-Learning LLC, 2019

4. Zenaida Lansangan-Cruz, Macro Perspective of Tourism and Hospitality, REX Bookstore,

2019

5. Romeo D. Lim, A Macro Perspective on Tourism and Hospitality, Mindshapers Publishing

Co., 2019

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