THE BRITAIN QUALITY REVIEW

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THE BRITAINQUALITY REVIEW
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Origin of the Review

• Objective to introduce Britain-wide common
  standards for accommodation quality grading
  
• Initiated by Dr Kim Howells, Tourism Minister
• Commissioned jointly by the Chairmen of
  VisitBritain, VisitScotland, and Wales Tourist
  Board
  
• With assurance of neutrality and commercial
  confidentiality, the AA and RAC joined
  

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Review Group Members

• Alan Britten (Chair)
• Suzanne Bond (later Sue Piper), for RDAs
• Bob Cotton, British Hospitality Association
• Dorothy Naylor, for RTBs
• Sir Ron Watson (later Sir William Lawrence), LGA
• Julian Burrell, Wales Tourism Alliance

• Quality Standards professionals
• David Stanbridge, VisitBritain
• Richard Day, RAC
• Albert Hampson, AA
• Chris Coleman, WTB
• Tony Mercer, VisitScotland

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CONCLUSIONS

• There is nothing new in this
• It is evolutionary not revolutionary
• It is an idea whose time has come

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THE REVIEW GROUPS STANCE

• We acknowledgeD the customer as central
• We excluded marketing - which remains the
  province of each Assessing body
  
• We have no executive authority
• We work as a team
• We build on strength

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CURRENT WEAKNESSES (I)

• Customer Confusion
• What does it mean?
• Too many signs
• Its not consistent

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CURRENT WEAKNESSES (II)

• Lack of Participation
• My brand means more than stars
• Quality standards are for the big boys
• The leak is not at my end of the boat

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CURRENT WEAKNESSES (III)

• The Search for the Virtuous Circle
• Lack of Participation means .
• Lack of Enforcement means .
• Lack of Customer Awareness means .
• .Lack of Participation

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THE RECOMMENDATIONS

• These are only Recommendations
• Need endorsement by the 3 Chairmen
• Need support from customer research findings
• Need consultation with industry
• Need executive commitment from each of the 5
  bodies to implement

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RECOMMENDATION (I)

• That the common standards agreements in
• principle should, after further pilot testing
• and consultation, be introduced throughout
• Britain from 2005/06.
• Applies to
• self-catering campus hostels travel accomm
  (budget hotels) guest accomm (BBs) hotels

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STANDARDS

• There will be no revolution, but no levelling
  down customer expectations are risingFor
  example
  
• Within 3-year cycle, all hotels must offer
  en-suite inc at 1-star
  
• Averaging discontinued (eg 2-star bedrooms,
  4-star reception and bar 3-star rating)
  

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RECOMMENDATION (II)

• Increased participation
• Over 80 of leading hotels are now committed to
  the common standards scheme
  
• A new Bridging Point should be introduced
• Entry for those unable to meet current criteria
• Will not give a Star rating
• Provides a new bottom rung
• Works alongside Fitness for Purpose
• Now known as Entry Level Standard

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THE ENTRY LEVEL STANDARD
One Star Standard (Quality)
Entry Level Standard
Fitness for Purpose (Compliance)
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RECOMMENDATION (III)

• Incentives for participants promotion of the
  schemes
  
• National Boards to promote the schemes
  vigorously
  
• Increase adoption of Assessed-only policies
• LGA committed to TIC policy of preferential
  advice to customers regarding quality-assured
  accommodation
  
• Regional Development Agencies committed to
  requiring quality scheme participation for RDA
  support
  
• All Government and Public Service employers
  recommended to adopt assessed-only policy for
  employee travel

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DATA

• Benchmarking introduced in England compatible
  with existing VisitScotland and WTB processes
  
• Assessors explain their conclusions
• Businesses understand the next step
• destinations, RDAs and national agencies can
  monitor improvements

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RECOMMENDATION (IV)

• An Annual Progress Report should be produced
• and publicised
• Effectiveness of the quality schemes
• Quality upgrading by businesses
• Investment by industry
• Customer satisfaction

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Implementation

• Consumer Research, includes
• Recognition of Stars for self-catering
• Reaction to Diamonds or Stars for guest
  accommodation
  
• Names eg Travel Accommodation Budget Hotels
  Boutique Hotels etc
  
• Industry Consultation
• Piloting
• Calibration
• Field Trials
• Assessor Training
• Begin Assessments

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Implementation

• Self Catering
• 18,000 units
• Assessments begin January 2005
• In Guides November 2006
• Serviced Accommodation
• 11,600 units
• Assessments begin January 2006
• In Guides November 2007
• Other Schemes
• 6,000 units
• Assessments begin January 2006
• In Guides November 2007

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Implementation

• Quality review Group to continue in 2004
• Consultation and advocacy
• Research
• Encourage local authority adoption to achieve 80
  Assessed-only in England by 2008 (currently
  around 55)
  
• Drive to eliminate out of date signage

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Wider Agenda

• DCMS-led Quality and Skills co-ordinating body
• Co-ordination with People 1st Sector Skills
  Council
  
• Co-operation with transport, planning and other
  agencies
  
• One-stop-shop complaints handling
• Accessibility standards integration with main
  standards
  
• Re-start national Sustainability work

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OUTCOMES

• The Virtuous Circle

Higher Quality
Greater pride within the industry
More customers
Stronger recruitment
More investment
Improved reputation
Greater customer awareness