AAA Tourism undertakes Consumer research to give operators a better understanding of the value a consumer places in the STAR Ratings; and in particular the importance of particular aspects of a property. Below are some key findings of recent AAA Tourism research.
“How important are the following factors when choosing accommodation?”*
- Value for Money & Price
- Quality (Cleanliness, furnishings, maintenance & décor)
- Location
- Quality of Service
- Facilities in the Room
- Facilities at the Property
(* 2007 Colmar Brunton Research)
“How important is a STAR Rating?”
- The STAR Rating System is extremely important in guiding a consumer's decision between competing accommodation venues
- The system has a great deal of equity in the minds of consumers, however, this equity is largely subconscious
- There is a belief that all accommodation types should have a STAR Rating
"Are you aware of the STAR Rating Symbol/Logo?"
89% of consumers recognise the STAR Rating Symbol/Logo
81% of consumers that recognise the STAR Rating Symbol/Logo also understood that it represents either an Auto Club or AAA Tourism.
"Do you search by STAR Ratings when choosing accommodation?"
84% of consumers use the STARS ‘always’ or ‘most of the time’ in the accommodation buying process.
Research Data Intellectual property owned by AAATourism and cannot be reproduced, distributed or cited without written approval from AAA Tourism.