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April 2004 - In recent months we have seen a steady increase
in TV and Internet ads touting online hotel booking opportunities.
They often offer discounted rates, a simple and easy 24/7 reservation process,
and a star rating, often with glossy photos.
The reduced rate can certainly be an valid inducement; use of 21st century technology at anytime is definitely convenient. I do have questions about the photography and the star ratings. How current are the photos? Do they accurately depict the property, or do they show only the �best of the best�? Who says this is a 4 Star hotel? Was the hotel actually visited and inspected by a human, or is this another example of hi-tech? Do hotels pay a fee to be rated? If AAA and/or Mobil rates a hotel, I know that a live inspector was there on site and actually looked at the facilities and dealt with some employees. While I know that neither AAA�s nor Mobil�s rating system is perfect, I do know they have a very good track record of evaluating hotels. I also know their inspectors visit all approved properties annually, and I know that hotels do not pay a fee for AAA and Mobil ratings. This gives me some assurance that their ratings are relatively current and objective, and that any incorrect ratings can always be adjusted on the next visit. Do the online ratings offer the same degree of credibility? Do these organizations send an inspector to each rated hotel? Does he or she look at the physical facilities? Do they stay overnight as an anonymous guest to assess the service and staff performance? I have seen a recent TV commercial showing an �inspector� measuring various distances at a hotel. I am unsure how many guests care how far Point A is from Point B. I suggest most are more interested in knowing if the place is clean and well maintained, and if the staff is competent and cordial; those are certainly my priorities. I predict that online hotel booking services are here to stay. This is a valid alternative to the traditional approach and is gaining popularity daily. I might suggest that a comparison of online ratings with AAA and Mobil ratings would be one way to determine consistency and establish some credibility. As with all business transactions, �caveat emptor� springs to mind. Cheryl Griggs
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Harry Nobles Hospitality Consulting
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