|Harry Nobles & Cheryl Thompson Griggs, July
AAA’s recent announcement to delay implementation of the latest revision
of the Diamond Rating Guidelines has prompted calls and emails from many
of our clients. The most frequently asked questions are “How does
this affect my rating”? and “Is this good or bad news for my property”?
Our professional assessment is that the delay is most beneficial to existing properties that already have a AAA rating. The delay does not necessarily make it easier for new properties to earn and retain a higher rating. The industry should expect to see a continuing increase in the rating requirements and expectations. This is not news to managers and owners who have witnessed so many changes in the physical facilities and guest services at all rating levels in the past several years.
AAA has regularly revised and updated its ratings criteria to keep pace with these changes, and no doubt will continue to do so. We feel confident in predicting that competition will drive guest expectations and AAA’s rating standards ever higher. The industry will respond as it always has by building more sophisticated hotels and providing more extensive services. Hence, the upward spiral continues; yesterday’s 5 Diamond becomes today’s 4 Diamond, a 4 drops to 3, and so on.
It is important to remember that AAA’s moratorium is only for one year. Once the 2001 version on the Diamond Rating Guidelines are implemented in 2003, the more exacting requirements will affect all properties at all diamond levels.
While AAA’s decision to delay implementation of the latest revision does not make it easier to earn and retain a higher rating, it is an appropriate, fair, and reasoned response to the 9/11 tragedy. It gives properties some breathing room to deal with the effects of the event.
One way to use this time is to assess your current rating status and how it affects your position in the market.
Your property’s AAA rating and market position is always important and in light of 9/11, this may be a particularly opportune time to look closely at your rating and the cost to maintain that rating in view of the higher AAA standards.
|Also See:||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|