London begins star rated campaign

Holidaymakers are being encouraged to reach for the stars when visiting London with a new advertising campaign by the London Development Agency (LDA) and Visit London. The poster and web campaign will encourage people to look for star-rated hotels when booking their stay.

The star rating system is a national grading scheme run by Visit Britain and the AA and guarantees the quality of hotels.

Carolyn Smith, Director of visitor economy for the LDA, said:

‘Thousands of people visit London every year and their experience can be coloured by the hotel they choose. The star rating system is the only way for people to measure what they’re getting before they arrive – we want visitors to know that if a hotel is star rated they are guaranteed minimum quality standards.’

The LDA is offering extra help to hotels, B&Bs, self catering and hostels to meet the national quality standards.  Over the next two years it is offering free business advice and a subsidy of £400 for joining the AA or VisitBritain schemes. Get London Graded aims to bring another 150 properties into the quality grading scheme in the next two years.

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James Bidwell, Chief Executive of Visit London, said:

‘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 London’s accommodation offers visitors a high quality experience. Together with the LDA we hope this campaign will encourage accommodation providers to attain quality endorsement.’
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