AAA Five Diamond Lodgings; Chain vs Independent
Our recent review of the AAA Five Diamond rated lodgings for 2006 prompts us to pose some questions. Are these 88 properties truly the best of the best in North America? Why are there so few independents on the list? Does the selection process favor chain hotels over independents?
We hope our questions and comments do not give the impression that we disagree with these ratings. We are not disputing the rating of any individual property; rather we are addressing the overall result.
The 2006 list shows that approximately 65 percent of the 88 Five Diamond rated hotels are chain affiliated. As stated, we do not dispute the individual ratings. We are very familiar with the AAA Diamond Rating procedures and criteria, and believe that while it is far from infallible, it is a good system that generally produces consistently credible results. We do wonder if the current policies and procedures may favor the chains over the independents. Does any part of the current AAA system give the corporate owned or managed hotels any edge over their individual or family owned and operated counterpart?
We hasten to emphasize our firm belief that if any such advantage does exist, it is unintentional, and not based on any bias on the part of any rating organization. It may well be that AAA inspectors are just more comfortable within the familiar confines that one often finds in the larger chain hotels. This consistency of physical surroundings, amenities, and service delivery is certainly not a negative factor. On the contrary, we believe the chains should be commended for their ability to attract, motivate, and retain a large and professionally competent staff capable of delivering a superior product everywhere every time.
We do, however, feel that a certain degree of creativity in the product would be most welcome. In other words, something new, something different, even something unique that not only catches the eye of the inspector/rater, but that also “wow’s” the guest and makes them feel special.
Who better to come up with this innovation than the individual or family owned and operated property? Family owned hotels and inns often incorporate their own family customs or history into the décor, menu and even management style. Examples: culturally significant work ethic, furnishings reproduced from family heirlooms, family recipes, etc…
It’s wonderful to see hotels of all types (family owned and corporate chains) use local history and culture in the architecture, décor, theme and cuisine. When they take it a step further and incorporate special touches such as local customs into the service aspect of the property it becomes truly memorable to the guests when the service is consistently and thoughtfully delivered.
We always help our independent clients find a “signature” touch to make their property not only special, but unique; this can be in the form of amenities, services, or by offering a different approach in delivering service to guests. The right touch can make a property “one of a kind” and maybe even help to level the playing field for all.
