Hotel classification systems need 'huge overhaul'

Posted by: Matt SJ
5 Apr 2011
A very interesting article and something that is echoed worldwide by most hotel communities. In the UK we are launching the Pillow Rating scheme, run by Chocolate Pillow (www.chocolatepillow.com). The scheme awards hotels, on a 1 to 5 'pillow' scale, based on the quality of service provided and the overall guest experience. The framework includes sections on accessibility, usability, cleanliness, training, complaint handling, restaurant services, hygiene practices etc, to name just a few... there are over 1500 criteria in all and even feedback from online review sites is taken in to account. Initially it launches in the UK but is looking for global expansion as THE hotel rating standard, as it seems to be something the industry is crying out for. In a recent survey we did, it was clear that guest valued quality of service and cleanliness above all else, and these were the most important things for them when considering where to stay. To say star ratings are outdated is fair enough, however there is consumer loyalty in the ratings scheme generally. As hotel practitioners we all know systems are not uniform but guests believe they are, even when hotels self accredit themselves with a star rating. This topic could be discussed for hours as there are a lot of varied opinions!