Jordan Minister of Tourism on hotel classification
A new hotel classification system has been introduced in Jordan which finally recognises quality and service over structural elements. The country’s 331 hotels will be assessed under the new system during 2010 with the aim being to upgrade service standards, according to Minister of Tourism and Antiquities HE Maha Khatib, who disclosed the rationale behind the plan to Hotelier
When and why was it deemed necessary to develop a new hotel classification system for Jordan?
HE Maha Khatib: The need for a new system was identified as part of the Quality Assurance component of Jordan’s National Tourism Strategy 2004-2010. Tourism has become one of the main income generators for Jordan and therefore, quality assurance was given greater importance.
It was necessary to update the previous system in order to upgrade hotel standards to include items demanded by 21st century tourists and meet their dramatically increased expectations.
The old hotel classification system was developed in 1993 by the Ministry of Tourism and Antiquities (MoTA) and it focused mainly on the structural element of a hotel and very little on quality and services provided. It also included standards related to fire, health, safety and building codes, which are not the specialty of hotel assessors
When the system was revised, it put the customer as the central focus of the hotel operation, and therefore an item or an area would not be considered a standard for classification if it is not seen as beneficial by the guest.
What hotel classification systems around the world did you draw inspiration from and why?
HE MK: The European system because it is mainly regulated by the government and this is the approach that the steering committee decided to adopt, whereas in the US it is regulated by private companies such as the AAA and Michelin.
The system is based on services not facilities; how does it work exactly?
HE MK: The hotel classification is designed from the point of view of the guest. It is not the input in terms of investment or effort, but the output in terms of guest satisfaction that is the deciding factor in the choice of standards and the relevancy attributed to them.
In this regard, the only physical element determined by the new system is the size of the rooms. The previous system considered many others, such as the size of hallways, swimming pools, and the kitchen.
The new system, for example, is not concerned about the size of the kitchen, but instead looks at whether the food service is good and delivered in a timely manner, and the food is of high quality.
The backend structure of the hotel is not taken into consideration, as long as the expected standard of service is provided.
What are the main differences between each category?
HE MK: In terms of expectations:
• One-star is a simple hotel that offers basic minimum standards, for example Bonita Inn.
• Two-star is a simple mid-range hotel that offers a few extra services, such as a basic range of toiletries, for example Cameo Hotel.
• Three-star is a mid-range hotel where guests can enjoy the convenience of extra services, such as baby cots or ironing equipment. Al Thuraya Hotel has three-stars.
• Four-star is a first class hotel that offers a more superior experience for greater comfort, such as hair dryers available in all rooms and service lifts are separate from guest lifts. Geneva Hotel is a four-star property.
• Five-star is a luxury hotel where specific requirements of guests are accommodated, such as rooms for disabled guests, secretarial services on request, and guests can enjoy a more luxurious experience, for example by having several dining options and an extensive room service menu with food available 24 hours. Grand Hyatt Amman has five stars.
Existing hotels are currently being assessed; do you think the new system will see more or less hotels rated in higher categories?
HE MK: The aim of the classification system is to upgrade services within hotel establishments, and this can be done without significant investments, but rather by improving or adding services.
Therefore it is anticipated that hotels will upgrade their services to reach the minimum required to remain in their current categories.
How is the roll-out of new classifications being facilitated?
HE MK: A customised Information and Communication Technology (ICT) system is being developed for Jordan, which will facilitate quick and easy inspection of hotels, as well as providing hotel owners, investors, and guests with valuable information and a reference tool. The user-end of this system is made up of a website with separate sections for hotels, guests, travel agents and MoTA.
The ICT system will offer several advantages to the hotel classification process. Guests will be able to obtain detailed information about the current standards of each hotel in Jordan, up-to-date overviews of all hotels and their classification and communicate directly with MoTA if they have complaints or feedback about a particular establishment.
For MoTA, all information will be centralised and easy to access and update. The system will also facilitate communication with hotel owners and investors regarding classifications and updates.
Classification inspectors will use state-of-the-art handheld devices, which organise inspection schedules and advise on the best and most efficient route. These are also equipped with maps and a GPS system to provide locations of establishments, and hotel mangers can monitor the exact location of the inspector when they are waiting for a scheduled inspection. During the onsite inspection, inspectors can generate instant reports on the star category of the establishment they are inspecting through the handheld inspection device and instantly synchronize data with the MoTA database to upgrade information and create new inspection schedules.
The website also enables hotel managers and owners to conduct an automated self-assessment, which shows the star category they belong to and what is needed to reach the next level.
Password protected sections of the database allow hoteliers to verify and report changes in the data on their hotel and order additional hotel signs. Notifications of changes in standards and the formal steps in the classification process are distributed by email or by letter, depending on the preference of the individual hotel.
With password access according to their respective authorities, MoTA officials can enter and consult (management) information in the classification database whereever and whenever they want.
CLASSIFICATION STEERING GROUP
In 2006 the MoTA formed a steering committee chaired by the MoTA secretary general with the aim of studying, developing and testing a new hotel classification system. The steering committee was made up of the following members.
Mohammed Oweisat
Director of professions
Ministry of Tourism and Antiquities
Previously Hisham Saudi / currently Yassar Al Majali
General manager
Jordan Hotel Association
Abeer Mubaideen
Head of hotel, quality control, and monitoring
Ministry of Tourism and Antiquities
Osama Masoud
General manager, Crowne Plaza Amman
Zeid Baggili
Consultant
USAID/ Hotel Classification Specialist (Local)
Thamer Al Momani
Head of Information Department
Ministry of Tourism and Antiquities
Rami Sayess
Hotel manager
Four Seasons Hotel
Issam Fakher Elddin
General manager, Al Qaser Hotel
Vatche Yergetian
General manager
Marriott Amman
Previously Ghassan Naser / currently Jaml Dabbas
Acting Tourism Division Head
ASEZA
Dr. Joseph Ruddy
Component Leader & Tourism
Development Specialist
USAID / Jordan Tourism Development Project
A representative from the MoTA Hotel Department