Star ratings update
Earlier this year the Star Ratings scheme, owned by Australian Motoring Clubs NRMA, AACV, RACQ, RAA, RAC, RACT and AANT, announced that it would cease to operate the program.
For more than 60 years this 5 star rating system has set the benchmark for the accommodation industry, but the Australian Motoring Services believed it reached the end of its lifespan.
A spokesperson from the Australian Motoring Services said that in today’s digital age more and more people in the industry are choosing to self-rate, and with the addition of online reviews the Star Ratings scheme was slowly becoming out of date. Websites such as TripAdvisor, Booking.com and Expedia have changed the way people book and review their accommodation options, and guest expectations have altered dramatically, meaning the Star Ratings Scheme is no longer needed.
However, as of 1 July this year the Australian Tourism Industry Council (ATIC) announced that they would take over the Star Ratings Scheme, at no cost.
The ATIC is a non-profit organisation that represents the tourism industry, and operates other accreditation programs, as well as the Australian Tourism Awards.
What does this takeover mean for you and your accommodation service?
At the moment nothing will change. The ATIC have faith in the scheme and will continue to operate the program, filtering all enquiries through the Star Ratings website, which is operating as business as usual.
But for how long?
Many people are questioning the longevity of the Star Ratings scheme, which has been drastically affected by the Internet and accessibility of information, but we think only time will tell.
What do you think? Would you miss the Star Rating Scheme if it became obsolete? Or is the concept of star ratings so ingrained into our industry that it will remain in operation for years to come?