News

Digital signage now part of AAA hotel ratings

August 13, 2012

AAA recently updated its diamond rating system for North American hotels — and included digital signage as part of its rating evaluations.

The organization revamped its "Approval Requirements & Diamond Rating Guidelines" for lodgings, the blueprint for assigning ratings of one to five AAA Diamonds following successful on-site inspections at more than 30,000 hotels throughout North America. The new guidelines incorporate member expectations regarding hotel fees, recognize emerging shifts in design trends and reflect a more personalized approach to enhancing guest comfort and satisfaction.

Digital signage and self-service kiosks, and how they contribute to hotel atmosphere and services, were among the considerations noted in the inspections, AAA said.

"Traveler expectations and travel industry capabilities continue to evolve," AAA tourism information  development director Michael Petrone said in the announcement. The new guidelines address changes that have occurred since the last update in 2007. With input from AAA's full-time hotel inspectors, AAA members and industry professionals, the updated guidelines reflect current AAA member expectations and travel trends.

One significant changing trend is increased focus on property exclusivity, AAA said. The new guidelines continue to emphasize guest comfort and satisfaction while recognizing greater flexibility and differentiation in how hotels achieve this goal.

For example, while improved bedding may have similarities across properties, approaches to enhanced décor may be wide ranging. Hotels may incorporate self-service, "playful or artistic" elements such as check-in kiosks, interactive touchscreens, mood lighting or digital signage in social areas, the car club association said. At the higher rating levels, service standards have been updated to include a more creative approach to the personalized guest experience.

Read more about hotel digital signage.