60 seconds on… Getting a star rating
In the daily rigour
Experience is the best teacher of things, even I tend to
overlook things. The AA
Star power, visitor recognition and
assessors stay with us and
industry support is growing. Over 27,000
businesses in England have a current star
then send a full report on
rating. Companies include ratings in the the entire stay. It’s a
information they provide to their customers
benchmark which helps us.
because your star rating says many things.
Selva Raj Ambrose, The Gallery
For customers it confirms:
Hotel, South Kensington.
• The level of quality to expect,
irrespective of price and location
• Minimum standards of cleanliness,
health and safety are met
i
A critical friend As someone who visits
hundreds of accommodation businesses
• The business is run professionally
every year, the assessor knows what
• In the event of a dispute there is a
your competition is offering, how
proper complaints process
consumer expectations are changing and
the difference between a growing trend
For management it confirms:
and a passing fad.
• The market and customer best suited to
the business today
• An achieved standard for staff
i
Marketing profile Many promotional
channels are available only to businesses
motivation
with a star rating. Web booking companies
• A positive marketing tool
like
www.laterooms.com show official star
• An independent measure of quality in
ratings alongside customer reviews. Other
the face of unreasonable complaint
companies such as the TomTom satnav
• An annual quality benchmark
systems include VisitBritain star rated
businesses on their mapping information.
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