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Global Ratings |
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June 15, 2004 - How do hotels and resorts keep up with the
ever-evolving, constantly growing expectations of today's globe trotters?
It seems as though resorts and boutique hotel companies are in a perpetual
struggle to 'one up' the latest marketing fad in order to grasp the attention
of the traveling public. They all want their own unique and unforgettable
identity. If it's not welcoming pets, it's giving a pet for the guests
to call their own while visiting the property. If it's not pampering the
guest with 24 hour butler service, a plethora of spa services and giving
half a dozen expensive toiletry brands to choose from, it's offering the
guest seclusion and total silence at 'no talking' properties.
Guests can stay in a hotel in a Mid-Atlantic American city that makes them feel like they are in Morocco or the English country-side. No matter where the guest is visiting, or from wherever they come, they can find a hotel property that makes them feel comfortable with what ever it is they seek. If they are searching for a destination to teach them farming skills or gourmet cooking, a resort for toxicity purging via week-long fasting, 'extreme sport' experience, or total body mind and soul revitalization, they can find it on most every continent around the globe. I suppose adventure beyond this earth is the next step for travelers. Having said all this, I have set the stage for the point of this article. How do we rate properties which don't 'fit the mold' of the major rating systems used throughout North America, Europe, the Caribbean, the Bahamas, Mexico and parts of Central America? The definition of good hospitality has definitely changed in the past 10-20 years. The globalization of the world and the integration of cultures is the main reason for this evolution within the hospitality industry. Thus, the expectations of the traveling public; both business and leisure, has expanded and evolved. So, how do we adjust our rating systems to encompass the vast array of consumer driven choices within the world market? My experience tells me that, first we must attempt to determine what each and every property attempts to do. To whom does it appeal? What market is it targeting? Are the prices fair for what they offer? Does it offer the level of service that appeals to the guests it attracts? Do the furnishings and surroundings match the mission of the property and the expectations of the guests? Of course there are many issues which are certainly subjective; mainly cultural differences. Many factors, however, are never subjective; cleanliness, cooperation from management, safety and polite, adequate staffing. The emergence of global Internet reservations systems has attempted to assist the public with choosing appropriate accommodations by offering guest testimonials and some even send their own representatives to assess properties. However, many of them have not proven to be effective or accurate. I believe that QualAsia, about to launch throughout Asia, will provide the hospitality industry with an accurate and effective global ratings system. It has been developed by factoring in cultural, intangible, physical, and service elements to rate accommodations as well as dining facilities. Somewhat based on the rating systems already in place throughout North America and Europe, QualAsia takes it to the next level; it adapts to the ever changing, evolving expectations of today's 'globally savvy' guests. Rather than trying to be all things to all guests, properties in today's world need to develop a unique identity. If you are not sure where your property stands or where you fit in perhaps you might want to seek outside advice. Cheryl Griggs
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Harry Nobles Hospitality Consulting
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