Domestic accommodation ratings to be reviewed
Monday, 21 Jul, 2009
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A review of how guest accommodation in England is rated has been instigated almost five years after common standards across the UK were introduced.
An industry survey of more than 13,000 VisitEngland assessed serviced accommodation businesses are being distributed as part of a wider review of the UK-wide common standards star rating scheme.
The review will look at the importance and relevance of the criteria in assessing serviced accommodation in today’s digital era, the domestic tourism agency said.
The industry survey will be followed by consumer research in the autumn. This will identify the most important considerations for travellers when booking their accommodation and how these have changed since the standards were introduced.
Booking processes and information resources will also be a key feature of the consumer survey in light of the increasing reliance and popularity of internet technology.
Terminology used by accommodation providers will be in question with businesses asked their thoughts on the use of terms such as ‘guest accommodation’, ‘small hotel’ and ‘B&B’.
Accessibility and environmental sustainability will also be factored in to the review.
These are currently identified as bedrooms, bathrooms, breakfast, cleanliness and hospitality for guest accommodation, and bedrooms, bathrooms, food, cleanliness and service for hotels.
VisitEngland chief executive James Berresford said: “We are committed to the common standards, but as with all of our schemes and initiatives, we need to ensure we remain relevant and consumer-focused.
“One of the key areas of the review will be the role of user generated content alongside other independent reviews and how VisitEngland can work closer with different types of media to provide a complete picture for consumers.”
Gold and Silver awards were introduced to work alongside the star system in 1998 to recognise the top performing hotels and B&Bs.
“There is a misconception we need to overcome that the star rating scheme is all about ticking boxes of facilities,” added Berresford.
“We believe that the Gold and Silver awards are good way for us to recognise excellence at all levels of the accommodation scheme, but we recognise that we still have a job to do in educating consumers and managing expectations about the scheme.”
by Phil Davies
Phil Davies
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