Understanding hotel star ratings: what they mean and why they matter?

Hotel stars are a vital indicator for many tourists, business travellers, and event organisers looking to book spaces in hotels or rent conference rooms. Both hoteliers and guests must understand the meaning behind these stars. It's also important to note that star ratings can vary by region, making them not universally consistent.

What do hotel stars mean?

Hotel stars serve as a system to assess the quality and standard of services offered by hotels. In most countries, this system helps categorise hotels, allowing guests to know what to expect from a property quickly and easily. Although details may vary depending on the country and the rating organisation, generally accepted criteria include room amenities, service availability, comfort, cleanliness, service quality, and additional facilities.

Is it worth striving for more stars?

Should hoteliers aim to earn more stars? In principle, yes, but several factors need consideration, such as business objectives, target guest groups and their expectations, the costs associated with achieving and maintaining a specific star rating, and the value of alternative quality rating methods. For some guests, reviews from past visitors might hold more significance than whether a hotel has three or four stars. Luxury hotels in exclusive locations cannot afford to drop below a certain level of quality, but in some cases, an additional star does not guarantee increased occupancy. Sometimes, it’s more profitable to enhance guest loyalty, direct booking strategy, and marketing efforts. The decision to pursue a specific star rating should always be preceded by a detailed analysis of the hotel’s situation.

• Achieving and maintaining a high number of stars can be costly. This requires investments in infrastructure, staff, and services, which may not be feasible for some hotels.
• In the era of online reservations, reviews on platforms like TripAdvisor may hold more weight for potential guests than traditional stars. Many people rely more on user opinions than on an unfamiliar organisation that assigns stars.
• Striving for a particular star rating can limit a hotel’s flexibility in offering unique services or adapting to changing market needs.

It's essential to recognise that guests are often attracted by unique, niche experiences, excellent locations, and good value-for-money. Star ratings don't always reflect this. However, this doesn't mean disregarding star ratings altogether; it’s important to understand that stars are just one of many factors that position a hotel in the market.

How do stars help?

Stars are a universally recognised indicator of quality. They help build trust among potential guests, who can be confident in the standard of services and facilities. Stars also serve as an effective marketing tool. Hotels with four stars (or higher) can promote their status, attracting guests who seek a particular standard. Having stars indicates that a hotel meets specific quality standards, which can assist in managing and maintaining a high level of service.

Stars also aid in market segmentation, allowing a hotel to position itself better in a specific niche and attract the right guests. A hotel with fewer stars isn’t necessarily in a worse situation—if the hotel aims to attract guests who prioritise location, guest loyalty, and a personalised guest experience over luxurious rooms and additional features, fewer stars can work in its favour. The key is ensuring that the hotel’s offering aligns with the expectations signalled by its star rating.

Hotel stars and the actual hotel standard

It's worth noting that the star system can differ depending on the country and the rating organisation. For instance, the criteria in Europe may differ from those in the United States or Asia. Additionally, various organisations, such as the AA (Automobile Association) in the UK or the Michelin Guide for restaurants, assign stars.

What is considered when assigning hotel stars?

Stars primarily indicate hotel standards based on room and bathroom amenities, additional features, and available services. Most hotel guests may not be fully aware of the requirements a hotel must meet to receive three, four, or five stars, but they intuitively understand that 3*** is a decent hotel with limited amenities, while 5***** offers a different level of room, overall facility, service quality, and additional attractions.

Here are the basic requirements for each star level:

• 1-star hotel:
• Simple room amenities, clean and tidy.
• Private bathroom in the room or shared bathroom in the hallway.
• Modest furnishings: a bed, wardrobe, separate sink, towels, and soap.
• Daily room cleaning is provided, and the reception is available during specific hours.

• 2-star hotel:
• Better room amenities than in a 1-star hotel, with additional storage space.
• Private bathroom is standard.
• Additional amenities like a TV, phone, work area, and more bathroom toiletries.
• Reception is available for most of the day, breakfast is often offered, and internet access is usually available.

• 3-star hotel:
• Comfortable and well-furnished rooms with tasteful décor.
• Private bathroom with better amenities (e.g., hairdryer, additional toiletries).
• Amenities include air conditioning, minibar, coffee/tea-making facilities, and a safe.
• 24-hour reception, concierge services, an on-site restaurant, and sometimes a fitness centre.

• 4-star hotel:
• Very comfortable, spacious room with high-quality furnishings and modern décor.
• Luxuriously equipped private bathroom (e.g., bathrobes, slippers, high-quality toiletries).
• Room amenities include a flat-screen TV, advanced air conditioning system, room service, and reliable Wi-Fi.
• 24-hour reception, concierge services, full-menu restaurant, bar, laundry service, professional business centre, spa, and/or pool.

• 5-star hotel:
• Extremely luxurious, spacious room with high-end furniture and visually appealing, modern design.
• Luxuriously equipped private bathroom, often with separate shower and bathtub, exclusive toiletries.
• Entertainment systems, individually controlled air conditioning, coffee machine, and well-stocked minibar.
• Top-tier service standards, 24-hour reception, concierge services, multiple restaurants and bars, catering, exclusive spa, gym, pool, event organisation services.

Should you consider hotel stars when choosing a hotel?

Stars offer a general measure of hotel quality and standards. More stars usually mean higher comfort, better amenities, and more extensive services. Hotels with more stars must meet certain standards, providing greater confidence in service quality and safety. However, star standards may vary between countries, so a 4-star hotel in one country may offer a different level of service than a 4-star hotel in another country.

Therefore, it’s wise to consider hotel stars as one of several criteria when choosing a hotel, rather than the only factor. Always check guest reviews, compare prices, location, and available services, especially when considering your direct booking strategy and efforts to boost direct bookings.