Industry Insight: Top tips for Quality in Tourism

Gary Swarbrooke, Director of Policy and Quality at Quality in Tourism, sits down with Hotel Business Magazine’s Zoe Monk and provides some quick tips to help UK hoteliers deliver on their quality offering

With many UK residents deciding to holiday in England rather than go abroad, there is a huge opportunity for hoteliers to take advantage of this. However, consumers have become more selective than ever, and with the digital world that we live in, where hotel rates are so accessible, people are looking for a lot more than just a ‘good deal’ when booking their accommodation. They are looking for high quality, re-assurance, and that ‘little bit extra.’

With this in mind, and with the hospitality sector as competitive as it is, we’ve gone out and asked a number of our leading assessors for some quick tips to help you inject that bit of extra quality into your establishment.

So, here are our top 20 tips in creating a high quality hospitality experience…

1. Turning a negative into a positive gives you a loyal customer. Think about what makes your business different from your competition and what is your USP?
2. Look to be different from your competitors, but still concentrate on your own operation. That way your quality levels consolidate at your own pace, meet the needs of your individual market, and any rating increase and positive feedback will be justified and sustainable, both financially and operationally.
3. Get to know and understand your target audience, and cater for them (e.g. Are you looking to attract more families? If so, is there enough on offer for children? Do you have a baby-sitting service? etc etc)
4. Have an easy to use and informative website. Place info/welcome packs for customers to complete on your website. Drive people there through various marketing activities such as PR, SEO etc. It’s no good having a good website if it can’t be found! Also, make sure your site works on mobile devices, and has high quality imagery throughout – this maybe the first time that people see pictures of your establishment
5. On arrival ensure guests can easily locate you with clear signage for both day-time and evening arrivals.
6. Welcome packs are a good idea. For example, you could include a hamper of local produce items (local baked cakes / biscuits / treats, local cordial perhaps, local beers, plus wine. Local supply provisions (local free range eggs, local milk, butter etc.) fresh flowers, copy of the weekly newspaper, vouchers for discounts at nearby pubs, restaurants and attractions etc.
7. Paint a picture – Make sure you provide guests with some information on the history of your place, how it came about, what it used to be before etc. It all adds to the charm.
8. Be a customer and sleep in the rooms yourself & think about the customer journey. Imagine it is your first visit. Always see your business through the customer’s eyes.
9. Beds should have mattresses which provide a very good nights sleep and should be of the highest possible standard. Don’t take short cuts! Linen must also be crisply appointed.
10. Providing oversize duvets on beds e.g. double duvets on single beds gives an air of luxury and adds to comfort.
11. With growing needs and expectations, assess light-switches, points and thermostats for ease of accessibility.
12. If you think you have enough lighting, add some more and make it controllable by dimmer and zoned.
13. Partner with local tourist boards to promote your property
14. Technology. The ever rising expectations of the modern day self catering visitor at Five Star + standard calls for the latest modern appliances and accessories; Large leading brand flat panel TV sets, satellite / cable TV facilities, cinema surround sound (units at this level frequently feature fitted sound systems by manufacturers such as Bose, Bang & Olufsen, Denon etc.), superior quality i-pod docking stations (bedrooms as well as living areas), DAB digital radios, and of course a wireless internet facility.
15. Walkers & Cyclists – Walking and cycling are two of the most popular activities undertaken by holidaymakers in the UK. Ensure your establishment has separate space for drying outdoor clothing and footwear. Make sure there are boot scrapes and lockable undercover areas for safe overnight storage of bicycles. Small factors like these can make a massive difference.
16. Access Awards – With one in four (27.2%) of the UK population having a long-standing health problem or disability, there will be a high chance that guests visiting your establishment will need a good level of accessibility. Is your establishment catered for those with mobility problems? Remember, it’s not all about wheelchairs.
17. Put a good recruitment process in place and employ good people! – Quality needs to be continuous, and running through all functions of your operation. If you can attract quality people, then you are on the right path. After all, it’s your staff who play a huge factor in making guests want to revisit, recommend to friends etc, get this right, then that’s a big step in providing a quality establishment.
18. Don’t neglect breakfast! – Breakfast Specials are an effective way of adding choice and variety to a breakfast offering, whilst potentially reducing costs and preparation time in the kitchen. Items that could be offered include; American style pancakes or waffles with sliced fresh fruit and berries, scrambled eggs with smoked salmon, Welsh rarebit or buck, eggs florentine or benedict to name but a few. These could be promoted on a blackboard in the breakfast room or promoted in the morning or even the night before.
19. Get accredited! An accredited establishment generally wins a customer’s trust over one that is not accredited. Consumers need to be re-assured. When accredited, question each score given by the assessor – why is it a 4 and how would it/what would achieve a 5? Remember that the assessment is about quality and condition, not taste or style. Spend a little extra first to save a lot later. You’ll only buy flat pack furniture once so don’t bother – go for solid build for higher scores.
20. In an economy where every penny counts if you have a budget to invest in your business let us help advise you on how it could be used to maximise its impact on the quality and ratings within your property in the future by having an annual assessment.

Quality in Tourism (QiT) is the official assessment service provided for VisitEngland. The organisation carries out assessments and handles the administration of the national quality assessment schemes on behalf of VisitEngland. For more information either email [email protected] phone 01684 864083 or visit http://www.qualityintourism.com