Entries in the 2008 AA Travel Guides American Express Accommodation Awards programme are now being judged, based on feedback from approximately 35 000 consumers on more than 1 200 establishments across the country.

 The awards programme, open to any type of accommodation establishment that is a member of the AA Quality Assured Programme or the National Star Grading System - including different types of hotels, resorts and lodges, guest houses, bed and breakfasts and township accommodation – is now in its fifteenth year.

Convenor Vanessa Sand says over the years the programme has become a reliable benchmark for quality. “It is the only programme of its kind in South Africa and today it is the consumer’s voice on standards in the hospitality industry.”

 Establishments enter the programme voluntarily, where after guests have the opportunity to comment on aspects such as the quality of facilities, service levels, ambience and food.

 Participating establishments receive questionnaires from AA Travel Guides for their guests to complete. The forms are then returned and processed independently, and a lot of feedback is received online, after which semi-finalists and finalists are visited by trained and experienced assessors.

 Sand says participation in the programme holds huge benefits. “Being an achiever gives an establishment a definite marketing advantage as it receives widespread publicity and appears in the annual South Africa’s Best publication, which is distributed at local and international tourism exhibitions.

 “The programme also holds tremendous internal value for any establishment as guest comments and scores are returned. This is priceless information that assists managers in running their businesses. It also gives staff members a goal to strive towards. It automatically has a positive effect on morale, efficiency and service levels,” she says.

 Finalists will be announced in April and the winners will be announced at an awards ceremony during the Tourism Indaba in Durban in May.

 The awards programme is supported by American Express Card, Hertz, Sealy, BnB Sure and the Industrial Development Corporation.