Star Ratings announce details to licensees
Star Ratings Australia has revealed a new strategic direction to its 6000 licensees in a direct communication on Friday.
General manager Damien Hanger said Star Ratings Australia – a subsidiary of Australian Auto Clubs – will also for the first time incorporate consumer rating and reviews into its “official” assessments of Australian accommodation
Mr Hanger also scotched rumours that SRA would abandon “half stars” and that the idea of replacing stars with gold/silver/bronze ratings was merely a concept that had been put up for consideration.
The new direction will include a $1m budget to promote the scheme and plans to incorporate consumer ratings and reviews, as well as closer ties with industry and the auto clubs to harness the potential of the “stars” as the most recognised symbol of quality accommodation standards in Australia.
“The stars act as a gateway to decision making and provide clarity for consumers as they navigate the paradox of choice the internet presents and our aim is to re-position stars as a stand-alone accreditation business that is focused on producing trusted and reliable rating results for domestic and international travellers alike,” Mr Hanger said.
Management will also establish an industry advisory board comprising key stakeholders from across the Australian accommodation sector and will re-introduce industry advisory panels for each rating category to ensure reviewing operations reflect the commercial practices employed by licensees.
“We also believe the consumer must have a voice in our scheme and we are excited at the prospect of working with industry to incorporate consumer ratings and reviews to ensure key choice drivers such as service, value for money and location are recognised,” he added.
Promoting the “stars” is at the heart of the new direction and a $1m annual budget will allow management to deliver unprecedented value for licensees. The stars website will undergo a makeover to include free property listings on a new search engine platform. Licensees will also benefit from a Club Member Travel Survey that is representative of more than 5.5 million Australian households.
Mr Hanger said, “The quality-based rating criteria that were introduced in 2011 will not change. With the vast majority of licensees retaining their star rating under the new scheme, we are continuing to work with those who may be facing a rating downgrade on allowances and dispensations that recognise their efforts to refurbish or upgrade properties.”
Accommodation Association of Australia CEO, Richard Munro said, “AAA has a long history with the star rating scheme and has always supported the need for a standardised system for the industry and consumers representing the quality of accommodation in Australia.
“The scheme represents a viable and systematic approach to ensure consumer representation and promote quality accommodation. The association will be working closely with AMS and Damien Hanger to ensure the industry and our members needs are well represented moving forward.”
