Since the criteria for awarding stars is based
primarily on tangible elements, this sometimes leads to a discrepancy between
customer expectations and customer perceptions.
Commentary from Michael Nowlis,
Managing Director of Tourism Control Intelligence.
Widespread systems
Classification systems to define the quality of
hotel establishments are widely used in tourist destinations. The criteria used
to determine the number of stars (or other symbol of recognition) usually
correspond to tangible, measurable factors (room comfort, availability of
parking, furnishings, etc.): the higher the rating, the more one can expect the
room to be luxurious and costly.
However, it is also important to consider
factors that, while they are not so easily quantified, strongly influence
customer satisfaction. Did the room meet the customer’s needs and expectations?
What elements most often tend to disappoint customers in each of the various hotel categories?
What elements most often tend to disappoint customers in each of the various hotel categories?
Survey results
In Spain , establishments receive up to five
stars, according to their ability to meet certain technical criteria with
regard to the services provided and the hotel’s characteristics. Customers
seeking superior rooms are, of course, going to have higher expectations. The
question is, do these hotels actually meet customer expectations? The survey
results show that, in most cases, the actual perception of the product was
inferior to prior expectations (Table 1). For each of the criterion rated,
respondents indicated their agreement on a scale of 1 to 7, with 7 meaning
“strongly agree.”
Table: Comparison between ratings of customer
expectations and customer perceptions, by hotel category
The only
category in which perceptions surpassed expectations was that of 1-star hotels.
Since stars are attributed on the basis of a combination of specific,
predefined criteria rather than the quality of the experience, hotels in this
“tourist-class” category appear to pleasantly surprise their guests.
Sources of disappointment
For the purposes of the survey, the service
quality assessment criteria were divided into four major categories:
§
Reliability
(staff discretion, guaranteed reservation, problems solved quickly and
effectively, quick and able service)
§
Characteristics
of the personnel (courtesy, professionalism, individualized service)
§
Tangible
elements (rooms are comfortable, quality food and drink, premises are safe,
visually attractive premises)
§
Complementary
offering (location is pleasant and restful, information available about diverse
activities, wide range of services offered by hotel)
In Table 2 below, the sources of the
discrepancy between expectation and perception are illustrated for each hotel
category. A plus sign (+ or ++) means that, for the given criterion, the
customer’s experience was superior or largely superior to initial expectations.
If the experience was inferior or largely inferior to initial expectations,
this is indicated with a minus sign (- or –).
Table 2: Breakdown of differences between
customer expectations and customer perceptions, by hotel category
Proliferation
of rating systems = more confusionA single destination often employs a number
of classification systems which can create confusion for consumers, notes
Michael Petrone, director, Tourism Information Development for the Automobile
Association of America (AAA).
A single destination often employs a number of
classification systems which can create confusion for consumers, notes Michael
Petrone, director, Tourism Information Development for the Automobile
Association of America (AAA).
Many online travel agencies also use their own
classification systems, although they rarely have a field staff of evaluators
to physically inspect the properties. In many cases, evaluations are supplied
by the hotel itself and not by an impartial intermediary. It is therefore
difficult for consumers to assess the significance of the various ratings, let
alone their accuracy.
As for the top two North American hotel rating
systems – the five diamonds from AAA and five stars from Mobil – a comparison
by Hotel Online concluded these systems are very similar. Both recognize the
top lodgings and are prestigious, respected by the industry and trusted by
travellers. Although not perfect, they are certainly credible.
Sources:
- Nobles, Harry and Cheryl Griggs. “5 Star vs 5 Diamond: What’s the Difference?,” Hotel Online, November 2004.
- Petrone, Michael. “Internet Hotel Ratings Causing Confusion for Consumers, Says AAA,” Business Wire,December 6, 2004 .
- Fernandez, M. Concepcion Lopez and Bedia, Ana M. Serrano. “Is the hotel classification system a good indicator of hotel quality? An application inSpain ,” Tourism Management, Vol. 25, May
9, 2004 .
- Nobles, Harry and Cheryl Griggs. “5 Star vs 5 Diamond: What’s the Difference?,” Hotel Online, November 2004.
- Petrone, Michael. “Internet Hotel Ratings Causing Confusion for Consumers, Says AAA,” Business Wire,
- Fernandez, M. Concepcion Lopez and Bedia, Ana M. Serrano. “Is the hotel classification system a good indicator of hotel quality? An application in
Commentary from Michael Nowlis, Managing Director of Tourism Control
Intelligence
Michael Nowlis is Managing Director of Tourism
Control Intelligence. He has rated hospitality establishments for various
guides and trained AAA inspectors.
Why make things simple when you can make them
complicated? Such a rhetorical question summarizes the obfuscation created by
tourism authorities, intergovernmental organizations, travel companies and
trade associations in their discombobulated initiatives to classify hotels. Many
European countries categorize hotels using a system of one to five stars. However,
that’s just the beginning. The French government awards a maximum of four stars
but has an alternative category called “four-star luxe” and another, termed
“HT”. In Dubai , a major destination for European vacationers, there is a seven-star
hotel. Spanish lodging establishments are graded using a star scale with
additional qualifiers such as “R”, “H” and “Hs”. A modest Madrid hostel, for example, could have a
rating of “** R Hs”. European hotel classification is a jumbled litter of
incomprehensible stars, diamonds, letters and numbers.
While hospitality industry has long resisted Brussels ’ initiatives to harmonize hotel
categorization in the name of consumer protection, national tourism authorities
are also losing the battle to standardize hotel ratings. Devolution and
decentralization have resulted in classification standards becoming
increasingly diverse rather than more uniform. In Spain , each of the seventeen regional
authorities has its own approach to grading lodging facilities. Italy has an obligatory five-level scheme
administered by the Ministry of Tourism but permits local authorities to add
supplementary requirements. The four regions of the United Kingdom – England , Wales , Scotland and Northern Ireland – each maintain their own
classification criteria. In a seamless Europe where holidaymakers can travel from Finland to Portugal without ever stopping at a border
and use a single currency along the way, the lack of coherence in hotel
classification is an embarrassment to the tourism industry.
Faced with resistance and a lack of
governmental coordination, the World Tourism Organization and International
Hotel & Restaurant Association have abandoned efforts to standardize hotel
classification. Where governments and official organizations have failed, the
private sector is filling the void. When Europeans speak of “Relais &
Chateaux”, they are not necessarily referring to the limited number of member
hotels that belong to the marketing network. The name has become a generic
adjective to describe any lodging establishment with personalized service,
luxurious appointments and extraordinary cuisine. Just as the Mobil and AAA
guides have become the preeminent hotel rating authorities in North America , Michelin is considered the bible
for travelers in France and throughout much of Europe . If national tourism authorities
and intergovernmental organizations are unable to forge a consensus on hotel
classification, they should step aside and let the private sector do it.
By
By
Luciano, io "mastico" poco l'inglese, per cui non ci ho capito poi molto... però mi è piaciuto tanto il finale ...
RispondiElimina:-)
@Jennaro
RispondiEliminaForse perché era finito, vero?
:-D
Ma no, se non ho preso fischi per fiaschi mi è sembrato d'aver capito che se le varie organizzazioni intergovernative non sono in grado di far ripartire il settore alberghiero dovrebbero farsi da parte e lasciare tutto nelle mani del privato che lo sa fare... o no??
RispondiElimina:-)
@Jennaro
RispondiEliminaNo hai capito bene!
Questa è infatti la proposta di Michael Nowlis che non potrà mai essere attuata.
Se non si riesce mai a mettere d'accordo i condomini di un piccolo caseggiato, figurati delle varie associazioni private alberghiere.
Troppa discordanza tra i piccoli e quelli grandi.
;-)
Io parteggio per i piccoli ... alla mia portata ... :-)
RispondiEliminaSiamo in due.
RispondiEliminaChe detto da due fa il 100%.
Mica male, neh?
;-)