Clients often ask me about the impact of guest service on the AAA 4 and 5 Diamond rating.  Can exceptional service compensate for physical deficiencies?  The answer is never a definite “yes” or “no”; like most questions dealing with the nuances and intricacies of the rating system, it is not that quite that simple.  While  exceptional guest services consistently delivered by a cordial and professional staff can sometimes help to compensate for some marginal physical deficiencies, service should never be seen as a substitute for physical requirements.   Even the most  consistent excellent and personalized service cannot offset dated and worn decor or furnishings.  It can, however, be a major contributing factor in the final rating decision.  Exceptional guest services can sometimes make the difference between a 3 and 4 Diamond  or a 4 and 5 Diamond rating.

While both service and physical expectations must meet AAA’s exacting rating standards, I have found that guests are often influenced more by the way they are treated by your staff than by the opulence of your property.  After all, there are thousands of  magnificent hotels all over the world;  guest-oriented, caring, professionally competent, dedicated, and hospitable employees are more rare.

• Former head of AAA Lodging/Dining Ratings Program. 
• An independent consultant serving the hospitality industry. 
• A Special Training Consultant to the Educational Institute, American Hotel/Motel Association