In what will be a landmark switch in the UK, tourism authorities are set to shake up the hotel rating system by combining the existing star system with user generated content.
Tourist body VisitEngland has agreed in principle to support the findings of a wide ranging review and survey of consumers and the industry to implement the new process on official tourism websites.
The existing star rating system is as follows:
1 star: All rooms ensuite or private.
2 star: Dinner usually available every evening.
3 star: All rooms ensuite. Room service also available.
4 star: 24-hour room service and 50% of rooms have a bath and a shower.
5 star: A number of permanent suites and enhanced services eg concierge, full afternoon tea.
- 1 star: All rooms ensuite or private.
- 2 star: Dinner usually available every evening.
- 3 star: All rooms ensuite. Room service also available.
- 4 star: 24-hour room service and 50% of rooms have a bath and a shower.
- 5 star: A number of permanent suites and enhanced services eg concierge, full afternoon tea.
Under the new proposals, set out this week in a major report about the UK's tourist strategy, user generated reviews will included alongside the existing star ratings awarded to hotels on any tourist board website.
The Common Standards Review was conducted on behalf of VisitEngland, VisitScotland and VisitWales, although at this stage it is only VisitEngland who are set to abide by the findings of the user generated review element of the report.
Officials say it is too early to determine how the reviews will be gathered, implemented and monitored, only that a strategic framework is now in place to overhaul the existing system.
"In response to overwhelming demand from both the industry and the consumer, VistEngland will combine the best of the existing star rating schemes with the best of user review generated content to provide the visitor with a better and more comprehensive picture of what's on offer."
The survey which triggered the change was carried out in the summer of 2009. Over 2,000 accommodation providers responded to the questionnaire. Travellers from Britain, France and Germany were also included in the survey.
The study revealed the following:
- 80% of the industry want a combined system.
- 75% of the industry believe user reviews improve their business.
- 40% of consumers are sceptical of user reviews.
- Over half still always look at user reviews.
The implementation of the system is likely to be a major headache for tourist authorities with pressure from many sides as to which system should be used, whether it is a well known third party and open platform such as TripAdvisor, a customer-only network or a purpose built service.