Stars re-launches – the new model
Claiming to be one of the first independent rating schemes in the world to incorporate consumer ratings, some 5000 licensees of the independent star rating scheme in Australia will soon be able to see what consumers are saying about their properties across hundreds of travel websites and in multiple languages.
According to Gillian Fernandes, communications coordinator for Star Ratings Australia, the launch of their consumer ratings model will support the maintenance of quality accommodation standards, whilst adding a 21st Century dimension to the 52 year-old national ratings scheme.
A strategic partnership has been struck with ReviewPro, the leading provider of guest intelligence solutions to independent hotel brands worldwide. The company offers the industry-standard Global Review Index, a score used for online reputation management. The GRI has been used for a number of recent studies by the Cornell University Centre for Hospitality Research.
The first stage of the partnership will roll out an exclusive business-to-business online dashboard solution that is free to Star Rating licensees. The dashboard includes consumer feedback from hundreds of online travel agencies and review sites in more than 45 languages. Key indicators that will be featured on the dashboard include cleanliness, service, value for money, rooms and location, along with a snapshot of guest satisfaction and sentiment by review source.
The second stage will recognise consumer ratings alongside the independent Star Ratings, delivering a powerful and reliable information source for travellers wanting to shortlist and book accommodation in Australia. Plans are also underway to recognise and reward Star Rating licensees who are at the top of their game across all indicators, as well as those who deliver service excellence according to those who matter most – the travellers themselves.
The new strategy has been endorsed by the United Nations World Tourism Organisation in a recent report into hotel classification systems and consumer ratings. According to the UNWTO, online travel-related searches are on the rise and hotel classifications such as independent Star Ratings in Australia and guest ratings or reviews have complementary roles in the process.
A national advertising blitz by Star Rating scheme will hit the airwaves in early March 2015, targeting more than eight million Australian travellers. It will reinforce the message that the accommodation that’s offered on booking should match the accommodation travellers actually receive – and it will slam the practice of self-rating as “fictional and untrustworthy”.
Cornerstone of the campaign is a partnership with Australian Radio Network and sponsorship of the high rating KissFM and MixFM breakfast programs across the country, promoted by high-profile radio personalities.
Over two weeks the national ARN breakfast audience will be encouraged to enter a promotion to win “a getaway a day” with a prize drawn every afternoon from entries on a campaign microsite in each state.
The breakfast sponsorship and promotion will be supported by 15-second and 30-second ads on a high-frequency schedule aimed at telling listeners across all programs of the value of using independent Star Ratings when booking accommodation in Australia.
A dedicated campaign by the auto clubs will engage their 7.5 million members with exclusive promotions and giveaways, as well as editorial support in their magazines and e-newsletters that reach more than six million subscribers nationally, the Accommodation Association of Australia stated.
