Shooting the Stars

travel_index_156Hong Kong (Hong Kong SAR) – October 16, 2013 – The hotel star rating system is an anachronism. Extensively practiced since the 1950s, its credibility has diminished due to the seismic change in the global hotel industry, extreme disparity between rating systems and multiple variances in product offerings.

Today, discerning travellers are increasingly making booking decisions based on highly accessible information through citizen media – reading guest reviews, browsing travellers’ photos, and asking friends online. The process is made faster and easier than ever. The conventional star rating accredited by tourism authorities, once regarded as a quality assurance for advanced facilities and professional service, appears to be taking a backseat when it comes to influencing consumers’ decisions.

But is that really the case? As a traveller and tourism industry customer, what role do you think the official star rating plays today? How do you think it will evolve in the coming years, as citizen media becomes more and more ubiquitous?

QUO is eager to find out. Have your voice heard by completing the following survey before September 5, 2013. Only 5 minutes for 7 questions – your participation and thought leadership will help us better understand the dynamics of the ever-changing hotel landscape.

The results of the survey will be presented by QUO CEO David Keen at this year’s HICAP conference on Oct 16-18, 2013 in Hong Kong, where the full report will be available for circulation.

The Status QUO
The Status QUO is QUO’s research practice that applies an interdisciplinary approach to better understand the dynamics and trends in the evolving tourism and hospitality sectors. Our goal is to establish thought leadership and provide state-of-the-art, up-close and comprehensive analysis for the industry. The Status QUO is sponsored by QUO’s Strategy team; it is not commissioned by any business, government or other organization.

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