What's Wrong with Peter Robinson
I have just had my attention drawn to an article in the 'Australian Places' web site (www.australianplaces.com.au) by Peter Robinson, an 'industry insider... who has reviewed about 600 B&B properties over two decades'. The article was originally published in the 'Australian Traveller' magazine and addresses the issue of star ratings and whether it provides a useful guide to the quality of accommodation that a traveler is contemplating. In a somewhat 'throwaway' line Peter, at the end of the discussion on star ratings writes, 'Pay little attention to the green circle with yellow tick for tourism accreditation. It's of limited value. Some top operators have decided the expense is not justified'.
Whilst Peter may be an 'industry insider' when it comes to rating properties, I am not aware that he has a detailed knowledge of accreditation or why, for that matter, he should include comments about accreditation in an article about star rating. He has certainly not contacted our office to gather or confirm any evidence he may need, to provide an informed comment about accreditation. The mere fact that he has made a reference to accreditation in an article about the operation and benefits of star rating perhaps demonstrates that he doesn't have a detailed knowledge of what accreditation is about or how it works.
Let's also be clear about where Peter is coming from. He has a site that rates properties and generates revenue from advertising, so he is a competitor of schemes like star rating and possibly sees that accreditation also competes in his market. We don't see it that way.
The simple fact is that accreditation is not about rating properties, it is about business development and building a more professional tourism industry in Australia which, ultimately, is to the great benefit of the travelling public. It is certainly not about 'teams of assessors going forth furtively to pounce upon unwary towns'. It is about working with businesses and providing them with the tools they need to improve - business and marketing planning; operational, human resource and risk management; economic, environmental and cultural sustainability; and continuously improving the business. The Australian Tourism Accreditation Program (successor to the various state based programs) sets standards for businesses in fourteen different aspects of business planning, management and development. It verifies that these standards are being met through site visits and ensures that the standards are based on industry best practice through the third party endorsement of Tourism Accreditation Australia Ltd.
Does this provide a benefit that consumers should consider in choosing a property? Or is this 'back room' stuff that should be of no concern to consumers, who should take Peter's advice to 'pay little attention' to the tick? The reality is that these issues do affect consumers. At its most fundamental level, accreditation ensures that the property you visit is properly insured and licensed for the services it provides to you. Accredited operators also sign up to a code of ethics that includes 'truth in advertising', so you, as a consumer, can be confident about the information you receive from an accredited operator. It means that your host takes care to improve the business and will have systems in place to enhance the quality of your experience, and to effectively deal with your complaint if there is an issue.
So, do you want improve your business? Do you want access to a staggering array of resources that will help you to do it? Do you want to partner with an independent, not-for-profit organisation, supported by government that is there to help you to become a leader in the industry? If you want to find out more, visit www.atap.net.au, or call Sally or Brooke on (03) 9620 4199.
The offer extends to you too, Peter.
Ian Nicolson
Executive Officer
Australian Tourism Accreditation Program, Victoria