Hotel star ratings to come in Abu Dhabi


Travel Tech

In the Middle East, hotel star ratings differ from other regions in the world. Now, Abu Dhabi is the first to announce the inclusion of online reviews as an additional parameter to classify hotels by star ratings. Before, consumers might have struggled when booking hotels to see the difference from one star rating to the next lower star rating. The Abu Dhabi Tourism and Culture Authority has now been offered a new technology by Olery, which is a guest experience management provider. This technology will then be part of the hotel classification programme (Tnooz 2013).


Online reviews are very important in this digital era, as consumers do read reviews when researching hotels and tourism businesses. Before booking not only prices are being checked and compared online but also the star ratings are being looked at closely, comparing those with actual consumer reviews that are shared online. Therefore, Abu Dhabi Tourism Authority now decided to implement a monitoring tool, that checks a hotel’s star rating against actual guest reviews. This is seen as a good way for the tourism authority to monitor hotels performances and also to ensure that standards are kept with regards to the minimum set for certain star ratings. In case that standards have dropped, the tourism authority will then investigate this further and will be able to take actions against the hotel.


For the purpose of monitoring hotels performance, Olery is implementing monthly reports that check hotels performance on a regular basis. A dashboard will also be provided to the tourism authority that enable real-time performance monitoring of individual hotels. Olery is using ratings from social review sites such as TripAdvisor,, Expedia and that do represent guest satisfaction in Abu Dhabi hotels. Therefore, the outdated traditional star ratings can be compared with social online reviews to check and assure guest satisfaction and high quality star ratings that lead to unique hotel experiences.


For outside of the Middle East, nothing similar is planned but when Abu Dhabi tourism authority is starting this process in early 2014, other hotel sectors worldwide might follow and revisit their traditional way of classifying hotels and rating them. The future is certainly interesting with regards to online reviews and hotel star ratings. Time will tell, whether this new way of approaching hotel classification will be most helpful for consumers worldwide.

More from #DTTT

  • In February we present:
    Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board

    Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]

    #Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge