Hotel industry seeks separate standards for resort and city properties
While the city’s existing five-star properties expect to see no changes to their eminent status, it may not be the same for hotels lower down when Dubai’s new rating system for the hospitality sector comes into effect.
Another key area of uncertainty, at this stage, is whether the star rating system will differ significantly between business/city hotels and those, which more leisure-in-clined, sub-categories are proposed in the draft.
Senior industry officials are insistent there should be a fine line separating the two. “The new five-star rating should embody luxury and service standards with separate classifications for resort and city properties,” says Michael Nugent, General Manager of Moevenpick Bur Dubai, wondering how cutting-edge business services can be compared with a property featuring multiple swimming pools.
“It must be commensurate with the target market the hotel is designed for, as in leisure versus business.”
Government agency
The Dubai Tourism and Commerce Marketing (DTCM) is the government agency spearheading the process towards a new classification regime, which is expected to the made public shortly. A draft of the proposed version was aired before industry personnel last month.
“Ideally, the DTCM should address the service and ambiance of a property, although this can be subjective, in addition to tangible products and services offered as it is often the service delivery which makes for a five-star experience,” adds Nugent. “Food quality is another area to be highlighted.”
By that as it may the international majors’ ones. Says Philippe Baretaud, Development Director of Accor Hospitality M E, which owns the Ibis brand, “The Ibis concept and identity are so strong that the brand goes unaltered by the fact that its ranking can change from one country to another.”
The DTCM’s draft highlights security, health and safety, and first aid to be at hand 24 x 7. While two-star properties could do away with a pool, disabled access and spy holes, the higher stars need to offer that and plenty of leisure and entertainment.
A 24-hour information services in English and Arabic via a reception is a minimum for all. Internet becomes an option below the four-star category, which means international brands will easily subject to continuous improvement and refinement over decades in a number of different markets,” notes John Podaras, Operations Manager at TRI Hospitality Consulting. “Naturally these standards will require modifications to specific national and cultural norms. In many ways, the classifications standards stipulated by the statutory authority should and do focus more on the minimum levels for a particular class.”
How budget hotels, also mentioned as a sub-category in the draft, would operate in the new classification regime is an interesting point. They would have to contend with DTCM’s requirements for a minimum number of F & B outlets, unless exempt, to be eligible for the lower star ratings should only affect the mid-market and upward,” Podaras points out.
Sticking point
Another potential sticking point relates to bathtubs. “We are aware of international and mid-market brands in the GCC that only merit a two-star because their brand standard doesn’t include the required ration of bathrooms with bathtubs featuring show cubicles instead,” says Podaras.
“We are not aware of consumer studies carried out in the Middle East. However, they were in the US, which seemed to indicate preference for showers instead of baths among corporate travelers,”
The DTCM draft does not seem to indicate any changes, depending on how one interprets ‘en-suite bathroom with bath and overhead shower or separate shower cabin’ for three stars.
“Our Traders is better than a four-star, but DTCM told us we only had enough bath tubs for a two-star and simply did not put the plaque up,” informs Sascha Land, Development Director for Shangri-La. “It is not unique to Dubai, some regulations require 100 per cent bath tubs for a four-star, whilst other extras like a flat screen and hairdryer do not count.”
“The fact that rooms include showers only with no bath tubs result in a two-star classification in some countries in the Middle East, while others will still rank as three-star. But experience proves that there is no consequence at all on the commercialization of the brand and the primary choice it represent for travelers in the segment of the market.”
Another key area of uncertainty, at this stage, is whether the star rating system will differ significantly between business/city hotels and those, which more leisure-in-clined, sub-categories are proposed in the draft.
Senior industry officials are insistent there should be a fine line separating the two. “The new five-star rating should embody luxury and service standards with separate classifications for resort and city properties,” says Michael Nugent, General Manager of Moevenpick Bur Dubai, wondering how cutting-edge business services can be compared with a property featuring multiple swimming pools.
“It must be commensurate with the target market the hotel is designed for, as in leisure versus business.”
Government agency
The Dubai Tourism and Commerce Marketing (DTCM) is the government agency spearheading the process towards a new classification regime, which is expected to the made public shortly. A draft of the proposed version was aired before industry personnel last month.
“Ideally, the DTCM should address the service and ambiance of a property, although this can be subjective, in addition to tangible products and services offered as it is often the service delivery which makes for a five-star experience,” adds Nugent. “Food quality is another area to be highlighted.”
By that as it may the international majors’ ones. Says Philippe Baretaud, Development Director of Accor Hospitality M E, which owns the Ibis brand, “The Ibis concept and identity are so strong that the brand goes unaltered by the fact that its ranking can change from one country to another.”
The DTCM’s draft highlights security, health and safety, and first aid to be at hand 24 x 7. While two-star properties could do away with a pool, disabled access and spy holes, the higher stars need to offer that and plenty of leisure and entertainment.
A 24-hour information services in English and Arabic via a reception is a minimum for all. Internet becomes an option below the four-star category, which means international brands will easily subject to continuous improvement and refinement over decades in a number of different markets,” notes John Podaras, Operations Manager at TRI Hospitality Consulting. “Naturally these standards will require modifications to specific national and cultural norms. In many ways, the classifications standards stipulated by the statutory authority should and do focus more on the minimum levels for a particular class.”
How budget hotels, also mentioned as a sub-category in the draft, would operate in the new classification regime is an interesting point. They would have to contend with DTCM’s requirements for a minimum number of F & B outlets, unless exempt, to be eligible for the lower star ratings should only affect the mid-market and upward,” Podaras points out.
Sticking point
Another potential sticking point relates to bathtubs. “We are aware of international and mid-market brands in the GCC that only merit a two-star because their brand standard doesn’t include the required ration of bathrooms with bathtubs featuring show cubicles instead,” says Podaras.
“We are not aware of consumer studies carried out in the Middle East. However, they were in the US, which seemed to indicate preference for showers instead of baths among corporate travelers,”
The DTCM draft does not seem to indicate any changes, depending on how one interprets ‘en-suite bathroom with bath and overhead shower or separate shower cabin’ for three stars.
“Our Traders is better than a four-star, but DTCM told us we only had enough bath tubs for a two-star and simply did not put the plaque up,” informs Sascha Land, Development Director for Shangri-La. “It is not unique to Dubai, some regulations require 100 per cent bath tubs for a four-star, whilst other extras like a flat screen and hairdryer do not count.”
“The fact that rooms include showers only with no bath tubs result in a two-star classification in some countries in the Middle East, while others will still rank as three-star. But experience proves that there is no consequence at all on the commercialization of the brand and the primary choice it represent for travelers in the segment of the market.”
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