Stars Revamp Promised After Independent Review
Date 2010/2/8 10:30:00 | Topic: Industry
| In an effort to revive the beleaguered star ratings acceptance in Australia, new AAA Tourism CEO, Peter Blackwell, has announced a strategic review of the Australian star ratings business.
“In keeping with changing trends in consumer communications and distribution, recent audits of the star rating scheme for the categories of tourist/caravan park and motel have revealed the need for a complete review of the Australian star ratings business,” says Mr Blackwell.
“I have appointed experienced tourism and hospitality industry leader, Tourism and Hospitality Services Australia CEO Rodger Powell, with an expert team, to undertake this independent review. This project will cover all aspects of the business from consumer awareness, brand and marketing, to how the scheme is implemented, measured and assessed. We need the accommodation industry engaged in this process and will be involving them in every step.”
The star ratings have suffered from a huge increase in ‘self rating’ by accommodation providers especially on the Internet, making the official star ratings loose consumer value.
Despite this Mr Blackwell says, “This is a great opportunity to build on the significant consumer recognition of the current star rating scheme and to create a world-leading program that will provide consumers with certainty and the industry with a consistent and reliable means to assess and improve quality.”
Mr Powell says “I am delighted to have been appointed to look into one of Australia’s longest standing and most recognised tourism programs and am pleased to have been given an open brief to consider the needs and interests of, and the value proposition for all stakeholders.”
The review will be conducted over a six-month period, culminating in a new strategic path being announced in the second half of 2010.
The recently concluded motel and tourist/caravan park category reviews will be implemented following the completion of this project.
“At a time when the National Long Term Tourism Strategy has identified the importance of a renewed focus on supply side quality, the stars business is positioned to make a significant contribution,” said Mr Blackwell.
Mr Powell, current chairman of Big4 Holiday Parks and former CEO of Best Western Australia, previously held a range of senior management roles in global accommodation brands and has sound experience in brand marketing and quality assurance.
Star ratings Australia is managed by AAA Tourism under licence from Australian Motoring Services (Auto Clubs of Australia) since 1999. It manages the Australian star rating scheme for approximately 10,000 properties across Australia and Fiji.
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