|
the AAA and Mobil Rating Criteria |
E-mail: [email protected] |
July 12, 2004 - Will your lodging operation benefit from
a AAA or Mobil rating? Is it worth your time, money, and effort to
meet AAA and Mobil�s exacting criteria for a specific rating?
With more than 40 million members using AAA TourBooks and many thousands
of Mobil Travel Guides purchased every year, there can be no doubt that
approval by these prestigious organizations brings guests to your door.
This is more true for some type properties than for others; many roadside
motels depend heavily on AAA for a majority of their overnight guests.
This is also true for many independent resorts in destination areas.
In our professional opinion AAA�s best decision in recent years was to establish and implement The Diamond Rating Guidelines. This action by AAA has assured and greatly improved ratings consistency and credibility. This was done during my tenure, and I still take great pride in the role I played in the developing the ratings standards. That said, we do see a potential downside to detailed rating standards if they are too rigidly applied with no room for deviation. Is there a place for smaller, independent lodging properties that do not fit the traditional mold? Are some properties so different, even to the point of being unique, that they are automatically precluded from gaining more than a minimum rating? Is there a way to bring these into the fold without totally ignoring established AAA and Mobil standards? Our experience shows that this problem is most prevalent among smaller, family-owned resorts, and is not confined to US properties. We have also seen it with clients in the Caribbean and Mexico. There are many excellent small resorts that have built up an enviable record of guest loyalty over 2-3 generations. We have seen cases where the grandchildren of former employees are today hosting the grandchildren of former guests. This has created a warm and genuine sense of shared experience, and these properties enjoy a high percentage of repeat business. The guest experience is truly memorable and deserving of appropriate recognition by the rating organizations. The facilities, accommodations, and amenities are exactly what the guests want. The atmosphere and services bring the guests back year after year. Unfortunately, many of these charming gems are unable to meet basic AAA and Mobil criteria. Common recurring problems are limited guestroom and bathroom size, lack of certain pieces of required furniture, and decor more in keeping with a bygone era than with 21st century expectations. Sometimes this results in disapproval. Other times the property owner is told the maximum rating would be a 2 Diamonds, when a 4 Diamond rating is amply justified by the overall guest experience. Many owners opt for no rating rather than one they consider unfair and inconsistent with their image and reputation. This is unfortunate because it denies the property deserved recognition and limits potential guests� choice. Is there a solution to this inequity? A few years ago, AAA overcame a similar problem with B&B�s and country inns by creating a special classification with its own rating standards. Perhaps it is time to consider a separate category for small family owned and operated resorts. The basic ratings requirements would still be applicable, with some concessions allowed to give these special and truly deserving places a more level playing field. We hope AAA will address this matter with the same fairness and insight it displayed with B&B�s and country inns. |
Harry Nobles Hospitality Consulting
Credentials:
|