Jurys Inns is calling for the hotel star rating system to be scrapped, claiming it is no longer relevant to the modern hotel customer.
The call followed an ORC International survey of 5,000 consumers, commissioned by the hotel group, which revealed that value for money 33%], quality service [14%], a good night's sleep [9%], and general cleanliness [8%] have the biggest impact on satisfaction.
In contrast, Jurys Inns said, the star system is focused on features such as a trouser press, and in-bedroom kettle, which are "completely irrelevant to how the majority of consumers chose accommodation".
The hotel group is now calling for consumers and the industry to debate a new, simpler system in time for the 2012 London Olympics.
Jurys Inns chief executive John Brennan said: "When the public began using hotels for the first time in the 40s and 50s a system of sharing basic information about the type of accommodation was essential. That era is now passed into ancient history just like the ‘Fawlty Towers' type hotels it was designed to protect visitors from."
Brennan added that the internet means consumers can make smart choices wholly independent of star ratings. "We call on the travel and tourism industry to begin the debate on a replacement system that ranks service and speaks to the consumer in the language of Trip Advisor," he said.
By Gemma Sharkey
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