Dubai launches new hotel classification at ATM

The Department of Tourism and Commerce Marketing (DTCM), Dubai Government’s tourism licensing and promotional body, today announced the launch of a new hotel classification scheme that broadens the existing system in line with the organisation’s vision to guide the emirate’s growing tourism industry.

While the hotels have been categorised under 1-5 star ratings, the new classification system added a Budget hotel category that has been kept outside the 1-5 star-rating. The new scheme also added a number of new criteria in the classification, including Resorts, Guest House, Timeshare, Youth Hostel, Self-Catering and University Campus accommodations.

Apart from these, the new classification system also include a new criteria – Accolades – that communicate the exceptional level of luxury Guest Accommodation available in Dubai, and identify and reward those 5 Star Hotels and Resorts which consistently exceed expectations. Recognition is defined at two levels, Gold and Platinum.

Additionally, the scheme introduces Designators. Designators are essential tools of the new classification scheme, which promote the specialties offered by the destination through its guest accommodation portfolio.

DTCM’s objective of the new classification scheme is to broaden the scope of accommodations and make it diverse, collaborative, sustainable, fair, and international, yet customised to the local environment.

In addition, stayovers have been conducted in local and international hotels, industry committees have been developed to invite feedback on the new quality standards from the industry at large, and consumers have been consulted on their expectations.

To support the successful implementation of the new quality standards, DTCM has invested in extensive training programmes for all assessors, and the ongoing development of classification software, to automate the entire process.

The new scheme has been extensively researched and benchmarked against other international and national destinations, such as the UK, South Africa, the US, the European Hotel Stars Union, Sharjah and Abu Dhabi to name but a few.

The new system will be implemented later this year with a 12-month implementation period that will replace the existing classification system.

Launching the new Guest Accommodation Classification at the Arabian Travel Market, Majid Sager Al Marri, Director, Hotel Classification Department, said: “DTCM as the governing body for the licensing and classification of guest accommodation in the emirate, and in line with its vision and mission of sustained development of tourism in the emirate, has undertaken extensive research including benchmarking key local and international destinations, assessing current market offerings, identifying guest expectations, to establish both a comprehensive guest accommodation framework and common grading standards.

“We have endeavoured to develop a scheme which supports our strategy of positioning the emirate as a major contender within the international tourism community, both today and in the future, by creating investor opportunities, and ensuring that guest needs are well catered to. Our particular focus has been to ensure that our guests have a varied range of accommodation to choose from, can make informed choices, and that common standards ensure expectations are consistently met.”

New Guest Accommodation Classification Criteria

Hotel: A hotel is a guest accommodation that provides paid lodging, meals, and other services for travellers and tourists on a short-term basis.
Applicable Gradings: Budget, 1 - 5 Stars
 
[New] Resort: A Resort is a full service, amenity rich Guest Accommodation expanding over numerous acres, which provides a destination experience to its guests. Resorts differ from hotels, due to the range of additional facilities and services provided, including F&B, sports, leisure, entertainment, and shopping. 
Applicable Gradings: 3 - 5 Stars
 
Hotel Apartment: A Hotel Apartment shall signify a Guest Accommodation offering guests a complete self-contained sole occupancy unit consisting of studios and units with one or more bedrooms, a living room, and a kitchen with cooking facilities and dining area.
Applicable Gradings: Standard, Superior, Deluxe
 
Guest House: A Guest House is either a converted house, etc… adapted to accommodate overnight guests; or it may be a purpose built facility.  A Guest House is run as a commercial operation and is often owner-managed.  It has public areas, which are for the exclusive use of the guest.  The owner/ manager lives either off-site, or in a separate area within the Guest Accommodation.
Applicable Gradings: Standard, Superior, Deluxe
 
[New] Self-Catering: A Self-Catering Guest Accommodation is a converted house, villa, apartment, studio, or similar Guest Accommodation where facilities and equipment are provided for guests to cater for themselves. The facilities should be adequate to cater for the maximum advertised number of residents the facility can accommodate. Self-Catering Guest Accommodation in Dubai can only be sold via a licensed Self-Catering Agent.
Applicable Gradings: Standard, Superior, Deluxe
 
[New] Timeshare: A Timeshare Guest Accommodation is an arrangement for sharing the ownership of a vacation home or condominium where each of the joint purchasers may occupy the accommodation for a specified period of time. Clients are purchasing a portion of a Guest Accommodation that guarantees them an annual vacation and the opportunity to use exchange privileges with other Guest Accommodation around the world.
Applicable Gradings: If independent: Standard, Superior, Deluxe. If part of a Hotel or Resort: 3 – 5 Star.
 
[New] Youth Hostel: A Youth Hostel is a budget oriented, sociable Guest Accommodation providing the options of Single, Double, and Family Rooms (Group Rooms, i.e. Dormitory Style, can also be offered however as Gender Specific).
Applicable Gradings: One Level – no split Gradings
 
[New] University Campus: A University Campus Guest Accommodation can be defined as “Student dormitories or bedrooms rented (sometimes with meals) to tourists or the general public by a college or university, as follows:
During Term Time - family & friends of registered students
Out with Term Time – all
Applicable Gradings: One Level – no split Gradings
 
[New] Accolades: Accolades communicate the exceptional level of luxury Guest Accommodation available in the Emirate of Dubai, and identify and reward those 5 Star Hotels and Resorts, which consistently exceed expectations. Recognition is defined at two levels, Gold and Platinum.
What is an Accolade?
An accolade is widely defined as being “an award or privilege granted as a special honour or as an acknowledgement of merit; an expression of praise or admiration”.
 
Designators
Designators are essential tools of the new Classification Scheme, which promote the specialties offered by the destination through its Guest Accommodation Portfolio.
 
What is a Designator?
A Designator is a symbol, which communicates to the consumer that a Guest Accommodation caters to one or more specific markets. This may be by virtue of specialised facilities and services, or a unique style/setting.

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