Jurys Inns is today calling for a debate – amongst the hospitality industry and with consumers – on how best to help the public choose the accommodation that is right for them and their needs in the 21st Century.

We have started the debate because there is clear evidence that there is a huge gap between what today’s consumer wants and what the current grading systems think guests want.  

The star rating systems, invented before the recent travel revolution inspired by the internet and low fares aviation, fail to value and grade the things our consumers most want. If a three star guarantees wide corridors and a trouser press – what help is that for today’s consumer who wants Wi-Fi, value for money, quality service and a great location?

We conducted in-depth consumer research across the UK. The research reveals that value for money [33%], quality service [14%], a good night’s sleep [9%], and general cleanliness [8%] are the biggest drivers of satisfaction for value-conscious consumers. 

As they are not measured in the current star rating systems, Jurys believes they are no longer fit for purpose.

We are proud of our reputation for always going the extra mile for consumers. As we invest to improve the quality of our hospitality we want a rating system that reflects this and that’s why we are calling for a debate on how to modernise it. After all, the system is 101 years old.

We will be talking to our tourism partners – Visit Britain – travel companies and competitors to explore how to better inform customers about the difference between a good and bad hotel. Trip Advisor has led the way in this already.

Jurys Inns recognises there is a need for a system, just a better focused and more interactive one.


Press Enquiries:

Mark Hutcheon - ReputationInc - mhutcheon@reputation-inc.com