Hotel Online  Special Report


Myrtle Beach Area Hospitality Association Launches
“Total Quality Destination” and Presents
“Gold Star of Excellence Awards”


March 16, 2005 - In a dramatic move to further differentiate the Grand Strand as a distinctive Destination of Choice, the Myrtle Beach Area Hospitality Association announced a new initiative, “Total Quality Destination”. The TQD program is presented as an adjunct to our annual “Gold Star of Excellence Awards” presented to our Lodging and Restaurant Members for a spotless reputation in cleanliness. Both presentations took place on March 9 at the Holiday Inn Oceanfront.

The TQD program will bring Hospitality Quality Standards to a higher level, where Myrtle Beach will be known by their Visitors and the global marketplace as a Total Quality Destination. Partnering with Hospitality Performance, Inc., the TQD Program will measure and certify MBAHA member’s Quality Performance through a comprehensive Assessment Process which evaluates cleanliness, safety, security, comfort, customer service and facility condition – every aspect of a Hospitality operation which “touches” a Visitor and frames the Myrtle Beach experience. The achievement of a successful review can then be marketed to that discerning consumer, increasing Brand recognition and value.

As Morgan Smith President of the MBAHA, pointed out, “Our Board is very excited about the Program and the positives it will provide for our membership.  This program establishes a verifiable level of Quality Standards, which our Visitor understands and expect.  We believe our membership will benefit and this will enhance the brand image of the Myrtle Beach area.”

CEO of Hospitality Performance, Inc., John R. Hendrie, noted, “The competition in the marketplace is extreme.  Consumer expectations have been diminished.  This Total Quality Destination Program, actually the first of its’ kind in North America, will elevate the reputation of Myrtle Beach and result in an improved Brand and Visitor satisfaction.”

The Gold Star of Excellence Award recognizes MBAHA Lodging and Restaurant members who have maintained a spotless reputation for cleanliness with the Joint Ethics Committee during the past year. “We are pleased to take the lead in recognizing our members positive performance in this critical Customer Service component and are confident they will proudly display the award in a prominent location,” said Mark Marlow Director of Information Technology and Visitor Call Center, Myrtle Beach Area Hospitality Association. 

The MBAHA has recently celebrated 30 years as the Voice of the Hospitality Industry and a Tourism Advocate, promoting the industry’s needs and ensuring a healthy tourism economy, while educating our membership and the public about industry issues. 


Katherine Jenerette
Myrtle Beach Area Hospitality Association
Phone 843-626-9668
Fax 843-448-8143

John R. Hendrie, CEO
Hospitality Performance, Inc.
40 East Main Street
Merrimac, MA 01860
Telephone/Fax: 978-346-4387
Toll Free Number: 877-280-3650

Also See: I Would Like to See your Hospitality Standards. Where Are They? Anybody Seen Them? / John Hendrie / January 2005
Remarkable Hospitality - the Road Map to Excellence; Exceeding the Expectations of our Guests / John Hendrie / January 2005

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