Hotel Rating Systems: Evolve or disappear (Forbes might be near the end)

AAA- Forbes - Gervois Hotel ratings systemsHow guests choose their hotels? International hotel ratings systems exist for a long period of time. Some are amalgamations of other ratings systems; some, like TripAdvisor, average out user ratings, and everyone know it’s partly fake. (Oops, it’s not politically correct, sorry guys); and then there’s the Forbes Travel Guide, which claims to be “the only independent, global rating system for luxury hotels, restaurants and spas.” The very old fashioned AAA ratings with the fading glory of their diamond ratings is another player. And the new Gervois Hotel Rating is the newest hotel rating system for U.S. hotels, founded in 2017.

There are a few things you should know about the Forbes Travel Guide. First and surprisingly, Forbes doesn’t own it. The publisher licenses its name to this independent entity. Secondly, unlike many other ratings systems, a team of full-time professional mystery shoppers inspects every rated hotel listed in the Forbes Travel Guide. Thirdly, a growing part of millennials don’t really trust Forbes Travel Guide. And that’s problematic for the future.

Additionally, the same company offers consulting services to hotels. According to the Forbes Travel Guide LinkedIn profile, “We also provide the hospitality industry with learning tools and programs that deliver insight into the star rating process and expert guidance on connecting with guests most effectively.” And that’s a big issue for ratings independence.

Forbes Travel Guide evolved out of Mobil Guides, which had been around since 1958. In 2006, Jeffrey T. Arnold, the founder of WebMD, bought the publication, and in 2009, renamed it Forbes Travel Guide.
In recent years the publication has undergone another change. “We stopped measuring one and two-star hotels and replaced the three-star category with a recommended option,” Chief Executive Gerard J. Inzerillo said.Thus, the guide turned its focus to upper-upscale and luxury products. “A four-star rating,” in the words of Inzerillo, “is what we consider the Olympic gold medal or the Oscar. They are extremely difficult to earn. Meanwhile, we are very stingy on the five-star rating.”
He compares five-star properties to Michael Phelps, Meryl Streep or Robert DeNiro: hotels that not only demonstrate excellence, but do so over a span of time. Among Forbes Travel Guide’s perennial five-star hotels with “relentless, seamless commitment to the highest guest standard” are The Little Nell in Aspen, Colorado, the Mandarin Oriental Hong Kong(one of several Mandarin Oriental hotels on the list), and Portrait Roma-Lungarno Collection, Rome. Places like The Langham in Sydney and L’Auberge in Carmel only get four stars. “The most beautiful hotel isn’t the best hotel, because the best distinguishes itself with emotional connectivity, not how much marble it has,” Inzerillo said.

Emotion is precisely how the Gervois Hotel Rating is working: This New York City based hotel rating system started in 2017 with 80 U.S. properties, and has 120 rated properties in 2018 (200 in 2019). With a more flexible and accurate sytem based on a 100 points scale, it primarily targets sophisticated, diverse and affluent American travelers. And it might well be the future of hotel ratings.

The  Forbes Travel Guide guide benchmark service standards (check-in process, room service) on factors such as courtesy and manners; graciousness, thoughtfulness and sense of personalized service. Meanwhile, it rates the physical aspects of the hotel on factors ranging from cleanliness and condition to guest comfort and convenience. But these factors remain very technical and analytical.  A true hotel experience is about feelings, emotions, and the desire to come back with your loved ones.  Not about the size of the closets or around the clock room service that nobody really uses.

Source: Article by L. Powell in SKIFT / Forbes Travel Guide / AAA / Gervois Hotel Rating / Travel+Leisure / E.K.

Advertisements

Pierre Gervois to speak at UnfoldBrics event in Dubai on March 20th, 2018

Conjoining the world of Art with Architecture and Culture, UNFOLD Art XChange entices the world’s premier private bankers, financial institutions, government authorities, public art agencies, spatial designers, real estate and hospitality professionals with insights, opportunities and new partnerships as well as attracts corporate collectors, private and public institutions worldwide through a series of Art Talks that will run from the 19th to 22nd of March to coincide with Dubai Art Week.

Pierre Gervois, Founder and President of Gervois Hotel Rating, the disruptive hotel rating system that makes Forbes stars and AAA diamonds look old fashioned and tacky, will deliver a speech about the importance of re-assessing the standards of hotel rating, in particular for the new generation of sophisticated travelers who are not impressed anymore by the mere lobby’s size or a 24h room service, but rather by elegance in decoration, truly warm service, and sustainability.

 

Gervois Hotel Rating releases today its much anticipated 2018 ratings of America’s most inspiring hotels

The Gervois rating system is a hotel rating system created in 2016 by Pierre Gervois, a successful NYC based travel media entrepreneur and frequent traveler in the United States. Founder of the STC magazine, the leading luxury travel magazine about the U.S. in Chinese Mandarin, he has an extensive experience about reviewing hotels for international and discerning travelers.

“Over the years, I have been disappointed by the numerous existing hotel rating systems” said Pierre Gervois. “Too often, there is a tendency to give too generous ratings to hotels members of luxury hotels chains, and to underrate independent boutique hotels”, he added.

Based on these facts, Pierre Gervois has created an entirely new hotel rating system, purely based on the sole merits of each property, considered alone, regardless of its association to a hotel chain, an affiliation program, other rating systems, or online reviews. Every hotel is rated professionally and independently, without any preconception about the property.

With 117 rated properties (33 new properties have joined in 2018 the prestigious ranks of the Gervois rated properties), this year’s ratings put a focus on the traveler’s experience rather than on old fashioned luxury.

The Broadmoor (Colorado Springs) is still #1 hotel, with 93pts, in recognition of the exceptional quality of service and dining, both unmatched at this level in any other property.

Four hotels make a remarked entry in the 2018 Gervois ratings with above 90pts ratings: The Ritz-Carlton Philadelphia (91pts), the Langham Boston (90pts), The Blackstone Chicago (90pts) and the Montana Paws-Up Ranch (90pts).

Independent properties with an incredible charm and authenticity make also the cut for the 2018 ratings. Amongst our favorites are Inn at Cuckolds Lighthouse (89pts), The High Lonesome Ranch (88pts), El Cosmico (87pts), Pioneertown Motel (86pts), and Casa Hudson (84pts).

As the Gervois Hotel Ratings are famous for their blunt and brutally honest ratings, some hotels get searing and hilarious reviews in 2018, in particular for uninspired decoration and failed interior design.

But on a more serious side, some high end hotels are reminded that disrespectful or discriminatory behavior with guest is unacceptable and must be quickly corrected through appropriate staff training.

For hoteliers, receiving the reviews like “The service is cold and sometimes condescending with guests who do not look affluent enough to the taste of the hotel’s employees” or “The training of the front desk staff should be seriously improved as the customer service sometimes reaches unacceptably low levels” must definitely trigger additional staff training sessions…

“Gervois Hotel Rating is on the discerning, multicultural and sophisticated traveler’s side, not on the hotel booking business’ side” concluded Mr Gervois.

The Gervois Hotel Rating rate hotels according to five essential criteria: Location, Building, Atmosphere, Dining and Service, each rated on a 20 points scale. The addition of the points give the final rating, on a 100 points scale.

The 2018 Gervois Hotel Ratings are available on www.gervoisrating.com

Also available on
Twitter: https://twitter.com/GervoisRating
Instagram: https://www.instagram.com/gervoisrating/
Facebook: https://www.facebook.com/GervoisHotelRating/