Problematic hotel and resort rankings

THE SOLUTION FOR TOP-TIER OWNERS AND OPERATORS

A LACK OF UNIFORM RANKING STANDARDS WORLDWIDE CREATES PROBLEMS FOR ALMOST EVERY HOTEL AND RESORT.

As a certification company, we concur with our colleagues who say that a lack of a universal system of rating or ranking hotels and resorts creates a universal problem for hotel and resort owners. As an executive of the industry, you know that the various ranking or rating systems have resulted in an outdated game of confusion for the guest and high stakes frustration for the operator. In fact, the UK Tourism Minister, Mr. John Penrose said that their current rating system is, “too often unreliable and unfair”. See what the Cornell University Roundtable held in Singapore recently stated about the, “Need for International Consistency”.

Most rating systems score on facilities and service rather than quality. One reviewer’s five-star resort is another reviewer's three-star and who knows the difference between a five-star hotel and a “Classic Heritage” hotel?  In fact, in our home city of Denver, Colorado, there’s a rating disagreement about how many five-star hotels actually exist. See the article here.

THE GAPS IN STANDARDS ARE SIGNIFICANT IN MANY WAYS - HERE'S FOUR EXAMPLES.

1.  In our travels, we found a large Country that actually allows an operator who is opening a new hotel to purchase a five-year term, five-star rating which is issued as soon as the property becomes operational, even if all of the new rooms are not ready. Complete the forms, get local approvals, submit the application fee of $336.00 (USD) and a top rating is issued -with no operating history. Most will agree that rankings like this are not earned, they're gifted.

2.  In France, industry observers seem to agree with the government’s claim that 85% of France’s 17,487 ranked hotels are in need of upgrades, saying that, “There is a real gap between French and foreign standards” and a noted consultant recently added, “The current hotel industry classification dating back to 1986 is dead”.  

3.  According to China’s Tourism Development Forecast for 2010, there are 15,000 star-rated hotels and amazingly, 9.9% of them (1485) are rated as five-stars, making it impossible for the truly top-tier properties to stand out from the crowd.

4.  A rating of three stars (or diamonds) in one country may be equivalent to a five-star rating in another. Belgium, China, Italy, Netherlands, Spain, Australia, India, Brazil and others have voluntary and/or compulsory rating systems with varying standards that do not accurately rate comparable properties. 

INTERNET REVIEWS ARE NOT TRUSTED BY ALMOST ONE OUT OF THREE PEOPLE - ACCORDING TO AMERICAN EXPRESS TRAVEL SERVICES™.

According to American Express™ almost one out of three (27.93%) survey respondents said that they did not find online reviews to be accurate and that reviewers are much more likely to write about what they liked at the hotel/resort rather than the level of luxury and quality that the property really offers (The UK Guardian has an interesting article about Internet reviews here).  

YOUR HOTEL OR RESORT IS IMPACTED BY ALL OF THE VARIOUS RATING SYSTEMS.

Lastly, now consider private industry ratings such as diamonds, stars or pearls, then add industry bloggers, magazines, and web site commentaries. Rating confusion abounds with literally hundreds of ways for your top-tier property to be positively or negatively impacted. What are you currently doing to protect and/or enhance your brand?

The solution? Go beyond rankings and earn World Class Certification™ for your hotel or resort.

See if your property qualifies - apply today.

Application Questionnaire