Seeing STARS
A focus on the consumer choice-drivers of cleanliness and quality and a partnership with the Australian Government’s T-QUAL Accreditation program are at the heart of the new Australian STAR Rating Scheme.
New research findings reveal that 94% of Australian travellers rate cleanliness as the most important aspect of a STAR Rating.
90% of Australian travellers want the official STAR Rating Scheme in Australia to measure quality.
According to Club Tourism CEO Peter Blackwell, the research findings deliver a clear mandate for the changes that were introduced when the new Scheme was launched last October.
“The old facilities-based model had failed to keep up with consumer demand and had also led to the development of homogenised, over-rated accommodation product in Australia,” he said.
“Our new scheme unashamedly focuses on cleanliness and quality because it is no longer acceptable to just measure the number of facilities a property has to determine a STAR Rating.”
Industry leaders were involved in a comprehensive, four-year review of the STAR Rating Scheme and have endorsed the changes. The Australian Government has also recognised the new Scheme as part of its T-QUAL Accreditation program.
“Our partnership with the Australian Government and T-QUAL demonstrates that the new Scheme is at the core of national supply-side strategies,” Mr Blackwell said.
New research findings also revealed that STAR Ratings are the third most influential source of information behind pictures of accommodation and recommendations from family and friends.
85% of Australian travellers have used the “STARS” when choosing a place to stay, whereas only one-in-ten travellers consider self-ratings in their accommodation decision-making process.
“Our new Scheme is positioned to take advantage of consumer demand for a trusted and truly independent source of travel information,” concluded Mr Blackwell.
The official STAR Rating Scheme will launch a new brand logo and strategic platform in May as The New Champion of Accommodation Standards.
For more information visit www.starratings.com.au
Guest Author
Peter Blackwell
CEO Club Tourism
Peter thanks for sharing the informative update on what will become an important development in providing consistency of delivery in tourism in Australia, based on cleanliness & quality.
In my opinion, the scheme couldn’t have come at a better time given the social media avenues open to travelers now through which to provide an opinion. In fact, hopefully the scheme will provide properties that meet the standards, better control over their ‘social’ reputation.
Greater consistency will, without doubt, result in more delighted tourists and be reflective of a more mature industry.
Posted by Suzanne Cavanagh on March 22, 2012 at 7:54 pm