From around the web: The Four Star/Diamond Rating Losing All Meaning

The Four Star/Diamond Rating Losing All Meaning
By Glenn Haussman

There’s something screwy with the Four Star and Four Diamond designation. And the more I travel the more I fear for this gold standard’s relevancy.

While I respect what AAA and Mobil have done in regards to rating hotels so consumers can get a sense of what to expect at a hotel, I worry that this particular rating level has lost all meaning whatsoever.

It’s not necessarily these organizations’ fault, but the business of hospitality has changed wildly during the past 20 years. It’s time for a change.

The definition of what a four star property is must be clarified. In my opinion the swing between hotels that just squeaked by to achieve this rating is so far removed by those at the top end of the scale, it’s rendered the entire designation meaningless.

Here’s my beef. During this last year I have been fortunate to have stayed in many of these properties. While some were absolutely luxurious, some were so laughably bad I’ve become perplexed as to how these properties all received the same designation. It’s effectively putting this wide spectrum of hotels on the same level in the collective consumer mindset.

It’s not fair to the owners and staff of the properties that have worked extra hard to achieve four Star/Diamond status, and its not good for the Mobil and AAA brand names either.

During the last few weeks I experienced both sides of this rating dilemma. Recently I was a featured speaker at a conference – ironically the topic was luxury hotels. When I arrived at the hotel I was greeted by a wall full of plaques showing the designation from the last seven years. I was filled with a sense of relief; that is until I got to the hotel room.

The beds were atrocious; pillows were just quarter inch thick foam, linens rough to the touch. There was a balcony, but with cheap white plastic chairs that had started to discolor with age. The television was undersized and bathroom amenities were pitiful.

Even worse, service was abysmal. Throughout my stay, staff refused to make eye contact. But the topper was that I had an internet connectivity problem that sent me on a whirlwind of disgust as I tried to get my issue solved. Staff refused to handle the situation properly. I must have spoken to 10 people over a three hour period before they realized I was not going to let this issue drop. No one took ownership of the problem. They even refused to tell me the name of the general manager or connect me to his office. This property and the GM should be ashamed of themselves.

Additionally, the food was laughably bad and the décor went out of style sometime around Crocket and Tubbs were at the top of the Neilson ratings.

Oh yeah, the hotel’s staff also neglected to tell me a commercial was filming right outside my room. I got the pleasure of having stadium sized lights directed right on my room past 11 PM. On a Friday night. Real nice. Great customer service. Thanks.

Then there’s the flip side. This other hotel was the ultimate in upper upscale accommodations. Marble was everywhere and it was impeccably clean. Here I found spacious bathrooms, amazing bedding, linens and oversized fluffy towels. There were three – that’s right, three – flat panel televisions including a 17” model in the bathroom. Additionally, the internet connection was blazing fast and the staff was amazing. Every single employee I came into contact with looked at me and said hello. Many asked if I needed anything. Housekeepers were chatty and everyone was extremely polite. The food was impeccable too.

So how exactly is it fair that both these hotels have exactly the same rating? It simply doesn’t make any sense no matter how you parse it.

It’s time for a radical change. Here’s what I propose: Split the four Star/Diamond rating into two categories. Keep lower end properties at four, but push the rest to five. Then add a sixth level and put all today’s five Star/Diamond hotels into the new category.

This will not only eliminate confusion at the four Star/Diamond level, but finally give those at the top end of the market the sixth Star/Diamond they have been craving and crowing about for some time.

Let me know what you think. Am I onto something here? Or am I once again off my rocker? Drop me a line and let me know.