Hotel Online  Special Report
---
Designing For Optimum
Global Ratings

E-mail:  [email protected]
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. 
 
The range of offerings is never ending. Whether you are tired of information overload associated with today's world looking for a minimalist private Island vacation to 'get away from it all' or a 'bored with life' type looking for the constant stimulation and excitement of casinos and theme parks you can readily locate just the resort you desire. You can stay in 
Ask Harry and Cheryl
We encourage readers to email us with questions on ratings, guest services, design, decor, etc. We'll directly respond to your questions. Email Harry and Cheryl
properties that take you back in time (for the nostalgia seekers), properties that take you forward in time with futuristic amenities, furnishings and cutting-edge atmosphere. 

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
www.optimumrating.com
[email protected]
Toll Free (877) 220-4260

###
Contact:

Harry Nobles Hospitality Consulting
POC:  Harry Nobles
E-mail:  [email protected]
Phone:  757-564-3761
Fax:        757-564-0076
www.optimumrating.com

Credentials: 

  • Former head of AAA Lodging/Dining Ratings Program. 
  • An independent consultant serving the hospitality industry. 
  • A Special Training Consultant to the Educational Institute, American Hotel/Motel Association
Also See: QualAsia Formed to Provide Authoritative Organization to Inspect and Evaluate Hotels Across Asia; Harry Nobles Appointed Chairman of New Asian Hotel Rating Service / May 2004
Validity of Online Hotel Ratings / Cheryl Griggs / April 2004
Resorts Ratings Redux / Harry Nobles & Cheryl Griggs / February 2004
Are Your Trainers Trained? / Harry Nobles & Cheryl Thompson Grigg /  January 2004 
The Language of Service / Cheryl Griggs / October 2003
Hotel Renovation Ideas vs AAA Ratings Criteria / Harry Nobles / October 2003
New Employee Orientation: Necessity or Luxury?  /  July 2003
Save the Best - Replace the Rest / July 2003
AAA and Mobil Ratings As a Sales Tool / May 2003
How Well Do You Know Your Competitor? / May 2003
Our Favorite Hotel?  / March 2003
The Current Value of AAA Hotel Ratings / Feb 2003
Stars and Diamonds; Some Similarities and Some Differences / January 2003
AAA's Delay: Good or Bad? / July 2002
Timing Is Everything, Or Is It? / July 2002 
Boutique Hotels: Have They Gone Too Far / May 2002
People Really Do Make the Difference / Jan 2002
What Is a Boutique Hotel? / Dec 2001
The Non-negotiable Traits of Leaders / Oct 2001 
How Important is Service? / Sept 2001
Front Desk Service Mistakes / Aug 2001
Food & Beverage Mistakes & How to Correct Them / July 2001
Bell Staff Mistakes & How to Correct Them / July 2001 
Attitude vs Aptitude / June 2001
Female Business Travelers' Expectations / June 2001
Is Outsourcing Your Training a Viable Alternative? / June 2001
Unique Identity + Consistent Service = Success / May 2001
AAA Standards vs  Guests' Expectations / May 2001
Are Your Guests Better Informed Than Your Staff? / April 2001
Are U.S. Hotels Rated Differently From Other North American Hotels? / April 2001
The Design Theme - AAA / Mobil Ratings Connection / March 2001
Attitude Can Make the Difference / January 2001
How Should Casino-Hotels be Rated? / Dec 2000
Does AAA Rate Resorts Fairly? / Nov 2000
Is Your Property Suffering From Design Deficiency? / Nov 2000 
The Future of AAA Ratings / September 2000
What Is Your Optimum AAA Rating / August 2000
If You Disagree With Your AAA Rating�../ June 2000
Are AAA Ratings Always Accurate and Objective / May 2000
Creating Atmosphere / Jan 2000
What is "Atmosphere"? / December 1999
Maintaining Your AAA Rating / Nov 1999
Earning a AAA Rating vs Maintaining a AAA Rating: Which Is More Difficult?  / Oct 1999
Can Outstanding Service Offset Hotel Physical Deficiencies in the Rating Systems? / Harry Nobles / June 1999 
Consistency: The Hallmark of a Fine Hotel / September 1999
Who Should Train Your Employees  / Aug 2000 
Mobil Travel Guide Announces 1998 Mobil Four-and Five-Star Award Winners / Jan 1998 
Key to Success: Training + Follow-Up / June 2000
The Legend of the Pineapple / Harry Nobles / Feb 1999 
To Harry Nobles Hospitality Consulting Index Page

To search Hotel Online data base of News and Trends Go to Hotel.Online Search
Back to Hotel.Online Press Releases
Home | Welcome! | Hospitality News | Classifieds | Catalogs & Pricing | Viewpoint Forum | Ideas/Trends
Please contact Hotel.Online with your comments and suggestions.