UNWTO Hotel Classification Systems 2015

https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 In collaboration with: Systems: in 4 and 5 star hotels Recurrence...

https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 In collaboration with: Systems: in 4 and 5 star hotels Recurrence of criteria Hotel Classification  Copyright © 2015, World Tourism Organization (UNWTO) Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels. ISBN printed version: 978-92-844-1663-9 https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 ISBN electronic version: 978-92-844-1664-6 Published and printed by the World Tourism Organization (UNWTO), Madrid, Spain First printing: 2015 All rights reserved. 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For applications see: http://publications.unwto.org/content/rights-permissions. https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 stars hotels Recurrence of criteria in 4 and 5 Hotel Classification Systems: https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Table of Contents 4 Acknowledgments 5 Foreword 6 Executive summary 7 Introduction 8 Methodology 10 Hotel classification systems Overview of hotel classification systems Benefits and challenges of hotel classification Key findings and observations on hotel classification systems 19 Criteria Comparison of criteria Most recurring criteria Key findings and observations on recurrence of criteria 26 Conclusions 28 Annex I Comparison of measurable criteria 30 ANNEX II comparison of criteria in 4 and 5 star categories in European group and global group 32 ANNEX III Setting up / revising hotel classification systems https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 List of Figures Tables 12 Table 1: Hotel classification systems in global group 14 Table 2: Hotel classification systems in selected countries in Europe 16 Table 3: Main benefits and challenges of official hotel classification 20 Table 4: Percentage share of criteria in the European group (%) Table 5: Percentage share of criteria in the global group (%) 21 Table 6: Most recurring criteria in 4 and 5 star hotels across European and global groups 24 Table 7: Least recurring criteria in 4 and 5 star hotels across European and global groups 29 Table 8: Measurable criteria in global group 30 Table 9: Measurable criteria in Europe https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Acknowledgments Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels. was prepared jointly by the World Tourism Organization (UNWTO) and Norwegian Accreditation (NA), an agency of the Ministry of Trade, Industry and Fisheries of Norway, through its QualityMark Norway programme. Valuable input was provided by Ms. Anita Blomberg-Nygård, Senior Advisor at NA and Project Leader of QualityMark Norway, Ms. Isabel Garaña, Director of UNWTO’s Regional Programme for Europe, Dr. Harsh Varma, Director of UNWTO’s Technical Cooperation programme, Mr. Christopher Imbsen, Deputy Director of UNWTO’s Regional Programme for Europe, Ms. Milena Lukic, Advisor in the Ministry of Sustainable Development and Tourism of Montenegro, Ms. Eline Vanhulle, UNWTO’s Regional Programme for Europe, and Mr. Jim Flannery, independent consultant. Vital to this study were the numerous interviews and written responses to surveys conducted by QualityMark Norway. Executives, managers and general managers of hotels and hotel associations, as well as officials of national tourism administrations, provided valuable information and insight for the study. We would like to express our appreciation to Michael D. Heldre of the QualityMark Norway programme, who assisted in data collection. 4 Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Foreword The dramatic rise of international tourism, from the pursuit of We would like to thank the Ministry of Trade, Industry and the privileged few only half a century ago to a truly worldwide Fisheries of Norway for partnering with UNWTO through the phenomenon today, has seen the sector become a bedrock of QualityMark Norway department of Norwegian Accreditation our global economy, representing 9% of the world’s GDP, 30% in the development of this report, which follows on from our of service exports and one in every eleven jobs. joint report on Online Guest Reviews and Hotel Classification Systems: An Integrated Approach. The contribution of But even as travellers become increasingly adventurous, QualityMark Norway to the report is yet another example of seeking new and unexplored destinations, they still demand the excellent research the department carried out on hotel certain indicators of what they are about to experience. classification in Norway and internationally, and of the leadership Official hotel classification systems have long provided such of Norway in this field. indications/information relating to accommodation. Taleb Rifai There is no worldwide standard for official hotel classification Secretary-General, World Tourism Organization (UNWTO) systems, and there may well never be one due to the incredible diversity of the environmental, socio-cultural, economic and political contexts in which they are embedded. However, there are without doubt commonalities which unite accommodation of various standards across the globe. Identifying such commonalities, as well as differences, can help destinations in establishing or revising their classification systems in such a way that they are relevant and useful to consumers, hotels, intermediaries and destinations alike. In this regard, this report takes an in-depth look at recurrence of criteria in 4 and 5 star hotels, comparing them across 30 European destinations and 6 global destinations. In addition to the comparison of criteria, the report provides a general overview of the types of hotel classifications that currently exist, their benefits and challenges, and offers general guidance on areas to consider when setting up an official classification system. Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels 5 https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Executive Summary Hotel classification systems are widely used in the With regards to the geographic comparison, the proportion accommodation sector as a means of providing an indicator of criteria assigned to various hotel departments is almost to both consumers and intermediaries on the standards to be identical in the European and global groups, though differences found at individual establishments. are more prominent among individual destinations and sub- regions. “Room” is the top department in terms of proportion Moreover, hotel classifications can provide useful marketing of criteria across all destinations that were assessed. platforms for individual hotels and for destinations wishing to promote the quality of their offer. In terms of the comparison of star categories, in the vast majority of cases, classification criteria in 5 star criteria catalogues are However, the existence of multiple systems worldwide is a also reflected to some extent in 4 star criteria catalogues. challenge. There exist at least five different approaches, and Moreover, for the most recurring classification criteria in 5 star within each approach there can be different practices and criteria catalogues, there is little to no difference with their rate processes. This can confuse the consumer, particularly in a of recurrence in 4 star criteria catalogues. global market. The findings of the report also suggest that more regular This report compares the recurrence of classification criteria in reviews of hotel classification systems can be useful in order to 4 and 5 star hotels across 30 European destinations and 6 keep them up-to-date with rapidly evolving consumer needs, global destinations with a view to identifying general trends and particularly with regards to technology and accessibility. providing guidelines for destinations wishing to revise existing or establish new hotel classification systems that meet the needs of consumers, hotels, intermediaries and destinations. The comparison of the recurrence of classification criteria in 4 and 5 star hotels in the global and European groups revealed that despite the existence of many types of classification systems, there are many more similarities than differences, both between the geographic groups and between the star categories. 6 Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 1. Introduction Hotel classification systems are widely used in the With a view to assisting destinations in developing and reviewing accommodation sector as a means of providing an indicator classification systems, the report addresses a range of areas, to both consumers and intermediaries on the standards to be including, but not limited to, the benefits and challenges of found at individual establishments. This is particularly important classification, key findings from the comparisons of 4 and 5 in a sector where the product (i.e. the accommodation) is star accommodation, and recommendations. bought / listed sight-unseen (i.e. consumers/intermediaries are not able to see or test the product offering before the purchase / listing is made). Moreover, hotel classifications can provide useful marketing platforms for individual hotels and for destinations wishing to promote the quality of their offer. Nevertheless, establishing a classification system for tourism accommodation is a complex undertaking due to the diversity of both accommodation types and of the cultural, environmental and economic contexts in which the systems are embedded. This report provides an overview of the main hotel classification systems in operation in Europe and selected global destinations, and makes comparisons between the systems and the range and recurrence of criteria in 4 and 5 star category hotels. The report draws on research on the development and status of hotel classification systems undertaken by UNWTO and the QualityMark Norway programme of Norwegian Accreditation, a public body under the Norwegian Ministry of Trade, Industry and Fisheries. Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels 7 https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 2. Methodology The comparisons are made using two groups of countries. The One HotelStars Union member, Greece, has made the HSU first group (henceforth known as global group, or GG) includes star rating voluntary in addition to the mandatory Greek six destinations representing a global spread of both emerging system. The Greek criteria are used in this comparison. and established destinations. The second group (European group, or EG) is comprised of 30 European countries. A total of Italy and Spain have regional systems with differing minimum 34 national systems were reviewed, 30 in the EG and six for the standards. These have been reviewed and for the purpose of GG. Portugal and Germany are included in both the European this exercise a composite set of criteria has been compiled and global groups. for each country. For the GG, national classification systems were collected for The United Kingdom of Great Britain and Northern Ireland Australia, (destination offering city tourism as well as unique consists of England, Wales, Scotland and Northern Ireland. eco-friendly accommodation units), Germany (both business The same criteria are used for all four territories. and leisure destination, and part of HotelStars Union), India (key emerging destination), Portugal (important European tourism The assessment looks at the minimum requirements for 4 and destination that is not a member of HotelStars Union), South 5 star hotels. In order to draw out these requirements from Africa (geographical spread), and the United States of America1 such a diversity of sophisticated systems, the following steps (destination of worldwide renown offering a very wide range of were taken: accommodation facilities). Desk Research: National criteria catalogues were collected The EG included all the EU countries except Finland2, as well for selected destinations. as Iceland, Norway and Switzerland, totalling 30 countries3 and 21 criteria catalogues. Within this group: Translation: Translations were made for those criteria catalogues which are not in English. The language was adjusted Ten form part of HotelStars Union (Austria, Czech Republic, where appropriate in order to draw out the essence (common Germany, Hungary, Latvia, Lithuania, Luxembourg, Malta, denominators) of the criteria, hence rendering them more Sweden and Switzerland), and hence represent one criteria amendable for comparison. The translated versions were sent catalogue. to respective countries to ensure accuracy of interpretation. Four HotelStars Union members, namely the Netherlands, Comparison: The criteria were grouped into specific service/ Belgium, Estonia and Denmark, are still in transition and product areas in order to facilitate comparison. The service/ will not use the Hotelstars Union (HSU) criteria until 2015. product areas were applied to all selected destination criteria Hence, they are represented with their respective national catalogues and the spread of recurrence shown in each category. criteria catalogues. 8 Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Listing: Taking one area at the time, a comprehensive database was produced for each product/service area, listing the most obvious common criteria for the 4 and 5 star categories and marking whether or not they applied to all 25 criteria sets. When a criterion did not apply to at least 60% of the countries being compared, it was not included in the comparison spreadsheet. Comparison: A weighting of 1 was assigned to a mandatory criterion for every time that it appears, whereas a weighting of 0 was assigned to optional criteria and 0.5 if to criteria that are mandatory on request. The average of the presence of each criterion was then calculated in order to produce a percentage scale displaying its frequency. In addition to the comparison of national criteria catalogues, comprehensive desktop research and consultations with industry representatives was carried out to give context to the findings of the report. 1. For the United States of America , the AAA Diamond system was selected out of multiple options due to its size an popularity in the USA. 2. Finland does not have a hotel classification system. 3. Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, France, Germany, Greece, Hungary, Ireland, Iceland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland, United Kingdom. Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels 9  3. https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Hotel Classification Systems Overview of hotel classification systems Classification systems can be divided into those that evaluate objective criteria only and those that evaluate both objective and subjective criteria, with further specificities grouped according to the five different approaches listed below. Within each approach, the systems can be either statutory or voluntary in different variations. What is hotel Hotel classification is the ranking of hotels, usually by using nomenclature such as stars (or diamonds), with one star denoting basic facilities and classification? standards of comfort and five stars denoting luxury in facilities and services. The purpose is to inform intending guests in advance on what can be expected in order to reduce the gap between expected and experienced facilities and service delivery. The terms ‘grading’, ‘rating’, ‘classification’ and ‘star rating’ are used to refer to the same concept, i.e. to rank hotels by their facilities and standards. Traditional classification systems: These consist of mandatory objective criteria, sometimes in combination with additional voluntary criteria. The fulfilment of the criteria is checked by auditors or inspectors. Site inspections are performed by qualified inspectors. Germany (HotelStars Union) and India are among the nations using the traditional system. Classification systems with ISO certified inspectors: The French classification system consists only of mandatory criteria and is, in this regard, similar to traditional systems. Inspections are carried out by accredited third party inspection bodies. Other countries are slowly 10 Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 following up on higher qualification requirements for their Advisor/Assessor: In systems which include quality auditors, demanding certified bodies to carry out the auditor assurance, as in Scotland, Iceland and Australia, advisors/ training. assessors complete the assessment and if necessary will advise the operator on improvements that might be made. Classification including quality assurance: Systems including quality assurance consist of two elements: the objective criteria Inspector/Auditor: Assessments of compliance with ISO and the evaluation of the delivery of quality on some of these or other third party accreditation standards criteria are criteria. The hotel is not necessarily awarded for the number of completed by qualified inspectors/auditors who nominate the facilities, but rather for the quality of those services offered. The star rating for the hotel without advice or recommendations control is exercised by advisors (assessors), who guide hoteliers for improvements. Practiced in some countries using the to improve their product. Scotland, Iceland and Australia are HotelStars Union system, as well as France. among the countries that include the quality element in their classification. The following two tables set out the principal variations in classification systems in the six GG destinations and in Classification systems including guest reviews: Central to selected European destinations. Except for the United States these systems is the inclusion of guest reviews in addition of America, the nomenclature used is “one to five stars”. The to mandatory criteria. The hotels are controlled through Australian system, in which the importance to the guest of the inspections on all criteria. Norway previously included guest facility or service is weighted in the marking, is arguably the reviews in the total evaluation and Abu Dhabi has recently most sophisticated. launched classification system incorporating guest reviews. Trust based systems: Such systems are used, for example, in Slovakia and consist of one set of criteria, where the hotels themselves evaluate their compliance with the criteria without any audit or control. There exist three distinguishable designations for hotel classification assessors. Internal Auditor: In trust-based systems, as in Slovakia, the hotel or hotel group completes self-assessment with an internal auditor. Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels 11  Table 1. Hotel classification systems in global group Australia Germany India Portugal South Africa USA (HotelStars system) Implementing Star Ratings Under the A voluntary system National Tourist Tourism Grading American organisation Australia on behalf patronage implemented Board Council of South Automobile of the Australian of HOTREC, by the Hotel Africa (TGCSA) Association (AAA) Auto Clubs HotelStars Union and Restaurant was established Approval and The AAA was in 2008 with Classification selected from seven countries. Committee under multiple systems Now has fifteen the auspices of as it is best countries. the Ministry of known and with The system is Tourism and Hotel greatest coverage. https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 implemented Associations Evaluates 33,000 under the auspices premises annually of the national in USA, Canada, hotel associations Mexico and the Caribbean. Nomenclature One to Five One to Five Stars One to Five Stars One to Five One to Five One to Five Stars plus a “Superior” plus Five Star Star Star Diamonds award where Deluxe the standards are just short of the next highest rating. A Garni is awarded for hotels only offering breakfast. ISO / Accommodation Mystery Guests No No No No Independent Association of are used to quality Australia, as well check service assurance as a dedicated and comfort Industry Advisory quality Board and Industry Advisory Panels for each rating category Criteria and The criteria were 270 criteria. Some 144 criteria. 139 criteria. 947 criteria. 199 criteria revised implementation updated in 2013. of which are Self-assessment Self-assessment Self-assessment in 2013 to reflect and comprise 216 mandatory with followed by formal followed by followed by formal evolving industry criteria over five emphasis on: application and inspection by the assessment by trends and guest key areas: Quality assessment by National Tourist TGCSA. expectations. Facilities, Services, management; the Classification Board. Approval granted Cleanliness, Wellness, Committee The quality level first then assessed Quality and Sleeping, composed of The measurement of the elements is for Diamond rating. Condition. Accommodation. ministry and is based on the included. association presence or In addition there is a Each area is The measurement representatives. absence of the third section for four weighted to reflect is based on the criteria. and five diamond importance to presence or The measurement ratings. This the guest, e.g. absence of the is based on the includes the four Bedroom 25% elements. presence or and five diamond weighting; absence of the hospitality service Recreation facilities Revised criteria as elements. expectations within 12% weighting. of January 2015. the following areas: Reservation, Arrival The cleanliness and Check-in and the quality Evening level of the Housekeeping elements are Room Service included. Departure Services The quality level of the elements is included. 12 Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels  Australia Germany India Portugal South Africa USA (HotelStars system) Criteria and The criteria were 270 criteria. Some 144 criteria. 139 criteria. 947 criteria 199 criteria implementation updated in 2013. of which are Self-assessment Self-assessment Self-assessment revised in 2013 and comprise 216 mandatory with followed by formal followed by followed by formal to reflect evolving criteria over five emphasis on: application and inspection by the assessment by industry trends key areas: Quality assessment by National Tourist TGCSA. and guest Facilities, Services, management; the Classification Board. expectations. Cleanliness, Wellness, Committee The quality level Approval granted Quality and Sleeping, composed of The measurement of the elements is first then assessed Condition. Accommodation. ministry and is based on the included. for Diamond association presence or rating. https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Each area is The measurement representatives. absence of the weighted to reflect is based on the criteria. In addition there is a importance to presence or The measurement third section for four the guest, e.g. absence of the is based on the and five diamond Bedroom 25% elements. presence or ratings. This weighting; absence of the includes the four Recreation facilities Revised criteria as elements. and five diamond 12% weighting. of January 2015. hospitality service expectations within The cleanliness the following areas: and the quality Reservation, Arrival level of the and Check-in elements are Evening included. Housekeeping Room Service Departure Services. The quality level of the elements is included. Frequency of 3 years 3 years 5 years 4 years Annual Frequent inspections Top 3 Areas by Room, Bathroom, Room, Bathroom, Room, F&B, Room, Bathroom, Room, F&B, Room, Bathroom, percentage of Services Services Services F&B Services Services Criteria Special The system allows Traditional system Traditional system Traditional system One to Five Features for recognition with concentration with concentration with concentration Diamonds of varying room on the presence on the presence on the presence Hotels that qualify standards within or absence of the or absence of the or absence of for 5 Diamonds are a property under elements. elements. the elements. subject to a series certain parameters. of unannounced Primary, Split and Hotels required visits to assess the Multiple ratings. to participate in guest services/ The primary star Skills Development hospitality rating is awarded initiative of including an to the majority the Ministry of overnight stay. of rooms. A split Tourism. star rating may be awarded to the Also categorise other rooms and heritage hotels a multiple rating into: can be awarded Heritage Grand; to a third group. Heritage Classic; From 2015 online Heritage reputation scores Basic. are presented in parallel to star ratings. Hotel Classification Systems: Recurrence of criteria in 4 and 5 stars hotels 13  Table 2. Hotel Classification systems in selected countries in Europe Italy Spain United Kingdom France Poland Sweden Implementing Regional Regional Quality Tourism National National An independent organisation Authorities Governments on behalf of Visit Government Government branch of the England registration and Hotel Restaurant classification Association System also implemented operates in through the Scotland, Wales regional and Northern prefecture Ireland https://www.e-unwto.org/doi/book/10.18111/9789284416646 - Tuesday, September 19, 2023 7:33:55 PM - IP Address:130.105.65.158 Nomenclature One to Five Stars One to Five One to Five One to Five Stars One to Five One to Five Stars plus “5 Star L” for Stars and 5 star Stars and Palace for 5 Stars and superior level deluxe delux star only for 2-5 stars. Garni 1-4 star hotels only serving breakfast. ISO / No No No Assessed by No No Independent accredited 3rd quality party inspection assurance bodies Criteria and 55 criteria 261 criteria 498 criteria 246 criteria 52 criteria 270 criteria implementation (National reference) Mandatory system Mandatory System Voluntary system. Voluntary system Mandatory system Vo