Star Ratings Australia recently hosted an event in Sydney for the launch of its latest initiative, independent Traveller’s Rating. With this new development, Australia’s national accommodation ratings organization becomes one of the first independent accommodation rating schemes in the world to incorporate guest reviews and independent star ratings.
The two-phase project was initiated earlier this year with the establishment of a long-term strategic partnership with ReviewPro to improve the quality of guests’ experiences at Australian hotels. Star Rating Australia already provides more than 5,000 properties with access to ReviewPro’s Online Reputation Management solution and Global Review IndexTM (GRI), the B2B online reputation score used by hotels worldwide as a benchmark for guest satisfaction. With the implementation of the second phase, potential guests can now see Traveller’s Ratings, which incorporate online guest reviews and analytics alongside the independent Star Ratings. In this way, Traveller’s Ratings reflect the quality of the accommodation experience according to past guests who have rated the property or posted a review.
Speaking at the event in Sydney, RJ Friedlander, CEO of ReviewPro, said “Today, ratings and reviews play a highly influential role in consumer decision-making. Hospitality professionals around the globe are gradually realising the importance of guest reviews as a means of providing transparency to star rating systems.” A study carried out in 2014 by the Cornell Center for Hospitality Research and the UN World Tourism Organization (UNWTO) underscores this trend. The findings revealed that 72% of hoteliers believe the integration of guest reviews into official star rating systems to be “Extremely Important” or “Very Important”.
Hoteliers and other hospitality industry experts attending the event also heard valuable insights about the level of guest satisfaction across Australia, including comparisons by region. “How does your property compare against 5,000 others?” was one of the questions asked by Star Ratings Australia. With the most extensive competitor set of online guest reviews and analytics in Australia, the organization is very well placed to answer its own question.