Hotels seek 'trustworthy' hotel ranking system

April 3, 2011 - PRLog -- Media Release

ACCOMMODATION INDUSTRY REQUIRES IMPROVED STAR
RATINGS SYSTEM

The Australian Hotels Association and the peak accommodation industry association,
Tourism Accommodation Australia (TAA), have called on AAA Tourism to deliver
substantial improvements in restructuring its accommodation star ratings system to
ensure Australia has an accurate, independent and consistent program that consumers
and businesses can trust.

AHA(WA) and TAA(WA) CEO, Bradley Woods, said with the impending launch of AAA
Tourism’s new star ratings system in July 2011 there is an opportunity for Australia’s
oldest star ratings system to instill confidence in the public and accommodation
providers.

“The accommodation industry has become gradually more dissatisfied with
accommodation ratings systems over the course of the past five years and we estimate
that probably only 20 per cent of consumers are even aware of the ratings schemes.”
Mr Woods said.

“Accommodation properties want a high-profile ratings scheme that the public has
complete faith in and AAA Tourism needs to get this absolutely right once and for all.

“Hotel guests have used star ratings as an important determinant when considering
which properties in a particular class of accommodation they wish to stay in.

“However, in recent years, less and less consumers are relying on the scheme as more
and more accommodation providers move away from the star ratings system.”

Mr Woods said consumers and accommodation properties would prefer one reputable
and permanent star ratings system that focuses and delivers on a number of core
quality areas that everyone is aware of.

“Consumers and accommodation providers need to be confident that the focus of the
star ratings system is on the right areas such as cleanliness, quality of the bedrooms
and their amenities and guest facilities, food and beverage and the quality of customer
service throughout the property,” he said.

“The star ratings system also requires a profile to ensure there is integrity and
confidence in the scheme, and with the prevalence over the past three years of seeing
consumer reviews posted in online publications like Trip Advisor, any future system
needs an element of subjective input that will add a third dimension to the information
and provide consumers with a tangible sense of involvement.”


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For further information please contact Doug White on 0458 301 139

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The Australian Hotels Association (WA) is one of the most respected industry associations in Australia. Founded in 1882, it represents the hotel, accommodation and hospitality industry through lobbying, quality training, advice and networking.