A new initiative to improve the quality of London’s hotels in time for London 2012 has been launched by the London Development Agency (LDA).

The new programme will provide ungraded hotels with free one to one tailored advice, workshops, and self help guides as part of a wider £1.65 million tourism business support package for London.

With only a third of London’s hotels having a recognised ‘star rating’ from either the AA or VisitBritain, the LDA wants to see at least half graded in these schemes by 2010. To kick start the process, over the next three years the LDA will subsidise the cost of new quality assessments for each individual hotel by £400.

Commenting, Chair of the LDA Mary Reilly, says:

“Often, the lasting impression we get from our holidays can be from the accommodation we stay in, and the people we meet. With London 2012 fast approaching, it’s vital that visitors know the standard of the hotel they’re booking. If we can get the majority graded over the next few years, and raise the minimum standards of London’s accommodation, then we can be sure our visitors will receive a world class welcome.”

Hoteliers will be able to discuss with advisors anything from customer service, marketing and contingency planning, to going green and providing access for the disabled. It often takes only small improvements in quality for a hotel to achieve a star rating. A star-rated business should enjoy higher customer satisfaction, more repeat business and increased profitability.

The programme is supported by Visit London, which receives funding from the LDA to promote the capital at home and abroad. Deputy Chief Executive, Sally Chatterjee, says: “We welcome the LDA’s business support programme to help accommodation providers in the capital attain quality endorsement. Star ratings provide businesses with a stamp of approval as well as a competitive edge. As we gear up to London 2012, it is important that our accommodation provides visitors with a high quality, value for money experience.”
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