How to determine true five-star status

UNIQUE, exclusive,
detailed, stylish,
extravagant are all apt
descriptions of the modernday
luxury hotel. However,
determining true five-star
quality has become difficult in
light of rising costs where more
often than not the cost does
not reflect the establishment’s
star rating. A five-star grading,
however, is not about pricing,
says Douglas Allen, but rather
the quality of the product and
the value associated with
creating bespoke and tailormade
offerings to meet clients’
unique needs.
Established in 1960 by
Forbes Travel Guide, the
five-star rating to this day
is intended to describe
facilities that not only provide
memorable stays by having the
finest amenities, but also offer
flawless service.
“True five-star hotels pay
attention to the finest of
details,” says Douglas.
“There is superior quality
at every touch point, highly
personalised and skilled
staff to engage with guests,
excellent food and beverage
variety and quality – all in a
sophisticated environment.”
Differentiating qualities
Identifying a true five-star is
not necessarily easy. “Even
though prices are higher in
five-star establishments, the
differentiator is the value
achieved through personalised
service,” explains Douglas.
“From uncompromising service
as soon as an enquiry is
made, through to the delivery
and execution of the event
and the high-end products
available, are ways in which
one differentiates between
that which is just expensive
and a true five-star.”
Other elements, he says,
also come into play. “It’s about
the versatility of the venue
to meet the client’s needs,
the quality and availibility of
audio visual equipment and
the professionalism of the AV
teams providing the service.”
Ultimately, at a five-star
property, the personalised
and focused service makes
the difference, says Douglas.
“And then, of course, there
are aspects such as the high
quality of cuisine, which plays
a role where raw materials
of a high standard used in
the preparation of dishes is
important.”
Why use a five star?
Services offered by a quality
five-star establishment are
a direct reflection of the
PCO’s services to the client,
says Douglas. The outcome
of a successful conference
results in referrals and
repeat business. “You are
also projecting your client’s
company image and the venue
you use does influence this.”
He warns against selling
product on price only and not
on value and quality, saying it
is essential that PCOs engage
with hotel management to
discuss clients’ actual needs
and to ultimately design a
unique package that suits their
requirements and their budget.
Tips for choosing the
right facility
 Take into consideration the
quality of the establishment
across a variety of areas,
including the conference
rooms, the bathrooms, public
areas, accommodation, food
and beverage outlets.
Do not underestimate
the value of the quality of
cuisine.
 Look for personalised service
delivery.
 Ensure that security,
emergency procedures and
hygiene audits are in place.
Remember that a satisfied
client ultimately results in
more business for you.
For more on meetings
and conferencing, visit
www.meetmag.co.za.