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E-mail: [email protected] |
Harry Nobles & Cheryl Thompson Griggs, February
2004
In November 2000 we published an article entitled Does
AAA Rate Resorts Fairly? In that article we addressed the
need for consistency and uniformity in regard to the AAA Diamond rating
criteria used for resorts compared to urban properties. We suggested
in that article that criteria and standards should be uniformly applied
to all properties.
Since publishing our article in November 2000, we have visited resorts in the U.S. and in several foreign countries. This has not caused us to change our position on the need for consistent application of the ratings requirements; we do, however, suggest that this consistent application could be more realistic and practical. We do not advocate that inspectors randomly and unilaterally ignore the established standards and guidelines. We suggest it may be time for AAA to revisit the ratings criteria for resorts, particularly the physical requirements at the 4 Diamond level. We believe there should be somewhat less rigid physical requirements for guestrooms and more emphasis on the recreation facilities. We believe this can be done without any degradation of ratings consistency and value, if properly supervised and monitored. Since a revision by AAA is not likely to happen immediately, what can resorts do in the meantime? They might determine what their physical weak points are and look at implementing a realistic correction program. They might look at the most cost effective ways to address needed physical improvements. We always advise our clients to focus on what is important to their guests rather than solely on what is important to the ratings organizations. Obviously there must be a balance between these two priorities. Since they are seldom mutually exclusive, it is usually possible to achieve a practical compromise. The final decision is almost always based on financial considerations. There is more than one way to address this problem and resort operators should explore as many options as possible, and many choose to seek outside help and advice. Harry Nobles & Cheryl Griggs
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Harry Nobles Hospitality Consulting
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