AAA Hotel Ratings
|Harry Nobles & Cheryl Thompson Griggs, February
Is a hotelís AAA rating as valuable today as it was in the past?
Has that value been eroded by technology? Your AAA rating may
actually be more important than ever. In the post-9-11 era most properties
have faced tougher competition not just to succeed, but to survive.
Hotels have dealt with this challenge in a variety of ways.
Many hotels, including several of our clients, believe that a high AAA and MOBIL rating can enhance their overall appeal and may give them an additional competitive edge. To this end they have committed to maintaining their current rating or even earning another diamond or star. This goal may be achieved by improved guest service, enhanced physical facilities, or a combination of the two.
Obviously a high rating alone is no assurance of success, but it can be one more positive marketing tool. The marketing value of AAA and MOBIL ratings is assured as long as the publicís trust in them continues. All indications are that this trust is still strong and will remain so.
Technology already influences how travelers access and use rating information. While the number of Internet inquiries and booking rise steadily, AAA members still use more than 20 million TourBooks annually. One might accurately predict a decrease in the number of TourBook users, but offset by a corresponding increase in Internet users. The format and mode change; the final result does not.
As long as the public has trust in ratings, the ratings will have value. In the current period of uncertainty and keen competition, that value may have increased.
Harry Nobles & Cheryl Thompson Griggs
|Also See:||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 RatingÖ../ 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|