Hotel OnlineSpecial Report
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The Future of AAA Ratings 

E-mail:  [email protected]
September 2000 - What is the future of the AAA Diamond Ratings system?  How long will on-site physical inspections and service evaluations continue to be a part of the ratings process?  AAA has rated lodgings and restaurants since 1963;  the current one to five-diamond  ratings system began in 1977.

Four and five-diamond rating have always been based on the results of an overnight service evaluation of lodgings and a dining experience at restaurants.  In the instantaneous, electronic, on-line age of the 21st century, is this �old fashioned� method outdated?  Is there a better, more modern, and more cost effective way to choose the world�s best places to stay and dine?   

I don�t think so, and speaking personally, I hope not.  While some hi-tech wizard may someday devise a system to evaluate and rate one, two, and three-diamond rated properties, I believe that only an experienced, critical, and very demanding  human inspector can determine which lodgings are worthy of the prestigious four and five-diamond award.  I believe that only a human inspector interacting with other humans can correctly identify those lodgings that provide the combination of personal attention, consistently superior service, ambience, and  genuine hospitality that we associate with the world�s finest hotels. 

I hope the rating organizations, the public,  and the industry concur in this belief and that we continue to see human inspectors for a long time.  Humans will continue to be imperfect;  they will occasionally lack objectivity; they will make mistakes;  we will not always agree with their decisions.  Despite all these inherent weaknesses, I believe the human system is still superior to any hi-tech system.

In my opinion, so long as we rate hotels for humans, we need humans doing the ratings.  When computers start checking into real hotels, or humans start checking into virtual hotels, bring on the virtual rating system.  For now, lets keep those imperfect humans on the job.

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Contact:

Harry Nobles Hospitality Consulting
POC:  Harry Nobles
E-mail:  [email protected]
Phone:  757-564-3761
Fax:        757-564-0076
Credentials: 

  • 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
Also See: 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 
To Harry Nobles Hospitality Consulting Index Page

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