Investing in your hotel to improve your star rating
Collecting hotel rating stars can be harder than winning stars for meals on I’m a Celebrity Get Me Out of Here and, as far as I’m aware, all the hotels in the North West serve traditional food rather than the delicacies of outback Australia!!
The customer’s perception is that more stars mean a better hotel, but there is no international standard for allocating them. In the UK the private organisations are responsible for assessing and rating hotels. These groups were formed to create a unified ratings system and every hotel associated with these organisations has been assessed and checked by professional inspectors.
Quite simply, the more stars, the higher the overall level of quality customers expect to find. Establishments at higher rating levels also have to meet some additional requirements for facilities, which can leave hotels with the prospect of a large investment to enable them to move up the ratings. For example, providing a gymnasium, mini bars in every room or a concierge service.
Choosing the star rating system that is right for you can be tricky. For example, some hotels like to be in a position where they are a ‘high quality 3 star’ rather than a ‘low quality 4 star’. All properties have to meet an extensive list of minimum requirements before they can be considered for a star rating, and from there, increased levels of quality apply.
Investing wisely in your hotel can mean that you can move on up the ratings, but hoteliers know there are several questions that need to be answered before you invest the time and the money in your hotel:
– Will an increase in star rating increase my occupancy?
– Will a higher rating lead to increased profitability?
– Will my existing clientele still visit my hotel or I am going to be moving into a different market?
– Will the investment achieve the new star rating?
– How much capital is required to make the investment?
– How long will it take to recoup the investment in the hotel?
Moore and Smalley have many clients who have moved up the star ratings! We can advise on all aspects of additional spending and also provide financial information to assist with securing new funding for businesses. If you would like any help or advice please contact our specialist Leisure and Tourism team.