THE HISTORY OF

TOURISM AND
HOSPITALITY
 HISTORY OF THE
TOURISM INDUSTRY
Early Tourism
Early tourism has two forms:
• Travel for business such as trading and
religious travel.
• Travel for religious reasons took the form of
pilgrimages to places of worship such as
Chaucer’s tale of pilgrimage to Canterbury.
 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.
 TOURISM DURING THE RENAISSANCE AND
ELIZABETHAN ERAS
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 16 th 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
gentleman 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
in Europe, with Venice, Florence, and Paris as the key attractions. By the
end of the 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 illness in “spas” or
medicinal baths. The term “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-
Basin in France, Lucca in Italy, and Karslbad and Marienbad in
Bohemia became fashionable in the 18 th and 19th centuries.
 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 recreational activity.
Modern Tourism
Tourism in the 19 th 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.
Tourism in the 20th Century
At the beginning of the 20 th 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.
 HISTORY OF THE HOSPITALITY
INDUSTRY

Ancient Period
The Sumerians
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 harvests that they were able to
sell their surplus grain to people in others parts of the
region.
Early Traders
In 2000 BC, a considerable amount of trade had
developed among the people of 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
the 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.
 EMPIRES: 3200 BC TO 476 AD
From 3200 BC to 467 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.

EGYPTIAN EMPIRE
By 3200 BC, various groups had been united under
one government ruled by a “pharaoh” the Egyptian term
for king.
GREEK EMPIRE
Ancient Greek civilization began to develop about 1100 BC. It
evolved in the form of independent 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 east 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.
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.

MEDIEVAL PERIOD
Dark Ages
After the fall of the Roman Empire in 476 AD, innkeeping
almost disappeared, except local taverns and a few inns which were
scattered throughout Europe.

In Europe, Charlemagne established rest houses for pilgrims.

The main purpose was to protect pilgrims and provide hospitality on
their routes.
 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.

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 differed greatly in different countries and regions.
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.
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.
 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.
The Industrial Era: from 1800
The Industrial Revolution, which dates
from the mid-1700s, started in England. The
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.
 MODERN PERIOD
Nineteenth Century
In the last quarter of the nineteenth century,
public dining was not popular. Many hotels were
constructed without dining facilities. Hotels 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.
 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.
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.
Ellsworth Milton Statler
Ellworth 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. 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.
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.
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.
Howard Dearing Johnson
Howard Johnson was the pioneer of brand
leveraging. He was one of the first to introduce
franchising in the 1930’s. At present, Howard Johnson is
one of the famous names in the restaurant and hotel
business.

J . Willard Marriot
J. Willard Marriot the Marriot Corporation which
has continued to be an important asset to the hospitality
industry. Through his strong faith and necessity and
built it into a multibillion-dollar industry.
Ray Kroc
Ray Kroc has been the most financially successful of all
hospitality entrepreneurs. He founded the Mc Donald’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.

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.
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.
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 assure a harmonious, positive, and constructive development
of the tourism and hospitality industry. Among these are:
1. Increase visitor arrivals especially form nearby markets like Japan,
Korea, Hong Kong, Taiwan, and high- spending markets like Germany;
2. Increase tourism and hospitality receipts through longer stays (now set
at 11 days) and higher spending per day (estimated at $110 per day),
which can be accomplished by more attractive destinations 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 of tourism and hospitality by promoting more
private sector 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 government, the private
sector, and the general public through tourism and hospitality councils.
 INTERNATIONAL TRAVEL PATTERNS

Major travel flows- occurs between the United States

and Western Europe.
Secondary Regional Patterns- exist between South
America, the Caribbean, Africa, the Near East, and the
Far East.
One way- travel to Africa which is originating in Europe.
Heaviest flow of air traffic into Europe is between New
York and London, between London and Paris, between
London and Frankfurt, Milan and Rome
Cities in Europe most visited by tourists are: London,
Paris, Frankfurt, Amsterdam, Brussels, Zurich, Geneva,
Madrid, Copenhagen, Vienna, Milan, Rome, and
Munich.
TOP TEN COUNTRIES GENERATING
INTERNATIONAL TRAVEL IN RANK

United States
Germany
United Kingdom
Canada
Japan
France
Netherlands
Mexico
Switzerland
Australia
 FACTORS THAT FAVOR THE GROWTH OF
TOURISM AND HOSPITALITY
1. Rising disposable income for large sections population. In general, more
money means more travel. At present, the two income family is
widespread.
2. Growth in the number of retired persons who have the desire and the
energy to travel. Life expectancy is increasing.
3. Increasing in discretionary time shorter workweeks and longer vacations.
The workweek has decreased considerably from 50 to 60 hours to less
than 40 hours/ flextime programs allow a three or four day workweek.
4. Greater mobility of population. People became more accustomed to travel
because of the increase in travel opportunities and desire to escape from
the stress and pressure of modern life.
5. Growth in the number of “singles”. People living alone have more free
time than couples; hence, they want to socialize through travel;
6. Greater credit availability through credit cards and bank loans. “Travel
now, pay later” stimulates travel;
7. Higher educational levels. Since millions of students attend colleges and
universities, they tend to become more interested in foreign cultures;
8. The growth of cities. The industrial revolution brought about the
migration of people from rural areas to the urban centers resulting in the
growth of urbanization;
9. Simplification of travel through the package tour. Tour packages
everything planned, arranged, and included in one piece are more
important to the older traveler, the new traveler, and the less sophisticated
traveler;
10. Growth of multinational business. Worldwide business interests
increase both the need and habit of travel;
11. Modern transportation technology. Technological advances in
transportation have made long distance travel faster, less expensive,
and more comfortable;
12. Shift in values. At present, several people place more value on
experience rather than material possession. They prepare to travel
rather than own expensive house, cars, clothes, and jewelry;
13. Advances in communication. Television and movies enlarge the
travel perspective. The world is bought onto living room through
television.
14. Smaller families and changing roles. American and European
birthrates have declined, giving the adults more free time to get away
form family responsibilities. Sexual equality and shifts in household
roles encourage more travel.