The AA and VisitEngland overhaul star ratings with new entry-level assessment

The AA and VisitEngland have joined forces to introduce a new set of quality standards with entry-level compliance that replaces one and two stars.

A Visitor Ready scheme has been launched as a baseline accreditation, with Quality Assessed replacing the previous one- and two-AA-star standard. The three- to five-star ratings will remain as distinct quality ratings.

The new structure is designed to simplify the standards and make the baseline accreditation more accessible.

AA Media managing director Simon Numphud said that there was no longer a consumer need for one and two star ratings. Instead, operators can choose to be Quality Assessed.

He added: “Quality schemes are evolving into two levels. Quality Assessed is a full quality assessment without a star rating, while the star rating is simplified to three to five as opposed to one to five.”

Numphud said that the new Visitor Ready accreditation was focused on a basic level of compliance to enhance consumer confidence.

He said: “It’s free and open to the entire industry of eat, stay and visit. It opens up accreditation to a whole new range of properties, including the likes of cafés and farm shops. It’s all online with digital verification that’s ongoing.”

For Visitor Ready accreditation hospitality businesses will be invited to upload evidence of cleanliness and safety compliance before being issued with a digital badge.

Those aiming for a Quality Assessed or three-, four- or five-star rating will require assessment by AA inspectors

The new plans were drawn up by a Quality Advisory Board chaired by Peter Hancock.

He said: “The process has encouraged the board to consider what is important to today’s guests when staying at hotels, B&Bs, self-catering properties and everything in between – a simple and straightforward promise of quality. We reached unanimous conclusions, which we all believe will help our customers understand exactly what standards to expect when they book.”

VisitEngland director Andrew Stokes added: “This modernisation puts the consumer at the centre of the schemes and follows extensive research and consultation with the industry. And the result ensures tourism businesses are supported now and in the future as they grow and boost local economies.”

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