Quality Research

Star quality!

Industry Research - Businesses Participating in the National Quality Assessment Scheme

Research, which has recently been carried out among serviced accommodation establishments in England to inform the Common Standards review, shows a general positivity towards the star rating system.  The research, undertaken by the National Tourist Boards and the AA, is the first stage of a programme which will also include research among consumers to gain a complete picture of attitudes to the star rating system. 

Overall, respondents in the South East were satisfied with the current system.  Over 80% believe that star ratings have improved levels of business and the majority see the switch to a common standard as having been positive for businesses and consumers alike.  84% feel that the frequency of assessments is correct, and that an overnight visit is essential.  Almost 9-in-10 businesses say it is important for them to conduct their business in a sustainable way and the majority would try to make necessary changes (as long as costs were within reason) if sustainability criteria were added to the quality scheme, in line with England overall.

For further details, here's a link to the South East VisitEngland industry research results presentation.

Consumer research

The results of the latest wave of consumer research conducted by VisitEngland are now available and indicate that “star ratings are widely used, but are not among the most important decision criteria in choosing accommodation.  They help consumers to filter/refine their search process”.

For further information, here's a link to the consumer research summary report produced in January 2010.