There has been much speculation in the press about whether the DCMS should continue to promote the star rating system, or if it should be replaced with consumer led feedback from sites such as TripAdvisor.

Having been in the industry for 20+ years in a sales and quality capacity, I know that star ratings have a definite place – they are a much used ‘tool’ in the toolbox.

They are not the be all and end all.  Total quality management in hotels and other hospitality businesses requires the operators and sales teams to thoroughly understand their
– operational capabilities and restrictions.
– target market and the potential to widen that market.

However, understanding the structure that lies behind the star ratings helps developers, owners, operators, sales people and customers have a broad understanding of what to expect from a particular establishment.  The feedback that is given by industry experts is unbiased.  The assessors are staying in establishments 4 nights a week 48 weeks a year – they are really benchmarking consultants that help the operator understand the whole breadth of their business – facilities, service, hospitality and cleanliness.

With the eyes of the world on the UK – surely we want to promote ourselves as a quality destination?  We have internationally recognised brands with VisitBritain and the AA, so how could it be beneficial to dilute the quality of that brand now?

Quality matters.  Quality succeeds.  Quality sells.