AA Hospitality Solutions

AA Hospitality Solutions

See our range of training and consultancy services

Find out more

Find out more

AA Hotel Services introduces Hospitality Solutions


In addition to our world-renowned hotel inspection, Star and Rosette rating schemes, we offer a comprehensive range of training and consultancy services.

Years of experience has taught us that many hotels have need of a second view from experienced and professional hotel guests who can share best practice and great ideas. This experience has helped many hotels by highlighting areas where a little help and improvement is advisable.

As a result we now offer the following services and consultancies. Should you require any further information or would like to discuss our comprehensive offering further please do not hesitate to contact us.

Kind regards.

AA Training and Consultancy Team
Contact us direct; Hospitality.solutions@theaa.com or by calling 01256 493442

Terms and conditions of training and consultancy visits can be found here

More information on the new College Rosette scheme can be found here


Hospitality Industry Consultancy


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Pre-Opening, Recruitment & Development

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AA Hotel & Guest Accommodation Visits

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Complete the application form for AA training.

Apply now

Complete the application form for AA consultancy

Apply now


Mystery Guest programmes
These are tailor-made to your own requirements and give full and unbiased views of all aspects of the hotel stay. All visits are anonymous and made by trained AA Hotel inspectors. Visits can be mid-week, weekends, single, couple or families. These can also include spa, beauty and golf assessments. - Let us wake up your night porter!

For more information click here

Independent bedroom cleanliness checks
Ideal for hotels that have sub-contracted housekeeping.

Telephone audits: reservations, meetings & events
Do you really know how well and how quickly your calls are being answered and whether your team tries to up-sell? Are they asking for the business?

For more information click here

Day delegate experiences
Either in closed or open conferences. We can attend an open (to the public) course and give feedback as a day delegate or organise a small meeting in your venue and give you full and honest feedback. This experience can include an overnight inspection and is available to non-AA appointed establishments.

Brand audits
We offer advice on both high street restaurants including meal assessments and your own corporate hotel brand standards.

Spa audit
Leisure and spa facilities and / or spa treatments can be assessed or added to any overnight visit.

For more information click here

Wedding audits
Face to face audits; is your establishment offering the best first impression to potential guests? Follow up calls, presentation of collateral, hospitality and service levels in line with your own brand expectation will be assessed.

Food tasting
Is your food up to Rosette standards, or do you want to improve your offering? Benefit from our overt assessment where you can afford to make mistakes and learn by them.

For more information click here

Click here for information about our Rosette Scheme

Pre-Opening, Recruitment and Development

Hard hat / Blue print visits / Mystery visits
Speak to us in the early stages of hotel build and design. We can point you in the right direction and give clear guidance on the physicals required to achieve your desired star rating.

Chef recruitment
We’ve been inspecting hotels for over 100 years and are familiar with a large majority of the UK’s chefs. We can help you select applicants and attend cook-offs.

Standards of performance manuals
A task so necessary when opening new outlets or businesses yet often overlooked or misunderstood.

Food & Beverage strategies
We can assess against the best and have vast knowledge in this field which we can share with you. The AA inspectorate visits on average 75 hotels and restaurants a week; let us help you with your strategies!

General consultancy
The opportunity to engage with an AA inspector on a general consultancy basis to advise on various topics such as service standard, refurbishment and standard operating procedures.

Food tasting
Is your food up to Rosette standards, or do you want to improve your offering? Benefit from our overt assessment where you can afford to make mistakes and learn by them.

For more information click here

Click here for information about our Rosette Scheme

AA Hotel & Guest Accommodation

Hotel services

Upgrade to an AA overnight inspection
Convert your scheduled day visit to a full overnight inspection, a full anonymous assessment encompassing, Food, Service, Hospitality and physical aspects of the stay.

To view the Guest Accommodation overnight inspection rates click here.

Additional AA overnight inspection
An opportunity to have another overnight visit in the current cycle if for whatever reason we appeared on an “off night” or you wish to measure consistency throughout the year. We can happily return for another anonymous assessment.

Black Star gap (overnight visit) report  (1 - 5 Stars)
Do you aspire to increase your star rating or would you like a “pre-inspection” visit? This visit takes the form of an anonymous AA inspection but no awards or scores are given. We meet with you on departure and provide a report of suggested work/training that needs to be carried out in order to move up to the next star rating or to achieve a star rating.
Red Star Hotel Gap (overnight visit) report (1 - 5 Stars)
The best of the best! Red stars are awarded annually by the AA, most usually to hotels of all star ratings that achieve high scores in all aspects of their business, often with the AA merit score exceeding 85% on a regular basis. How close are you to such an award?

To learn more about the AA’s Red Star Award click here


Training days can be used as a great tool for staff motivation whilst ensuring a consistent
level when imparting standards.For both new teams or as refresher training we have a course that can suit your business. Our courses are bespoke to your venue and we will taylor make the process to ensure you and your delegates get the most out of the day.
We offer interactive training days for all key departments of the hotel operation. Training days include a course certificate, handouts and spot prizes for attendees. Training days
are completed by full time AA inspectors, who are professionally trained in training course techniques.

Rosette academy
We talk to chefs about food, food and more food; no GP percentage, no wage cost percentage, and no kitchen hygiene. This is a full day interactive course in which we home in on what your
chef knows or doesn’t about food, and what we look for when awarding Rosettes. We give guidelines on how to gain Rosettes and how to broaden your chef’s knowledge.

Please contact hospitality-solutions@theaa.com for up-to-date dates and locations.

Join us on our next open course here


AA Hotel Services have partnered with Direction Hospitality Training to provide AA members access to modern on line learning with an exclusive 15% discount. Topics range from Induction, Allergy Aware! Wine and Champagne Service, Giving Great Customer Service to Licensing Awareness for Operational Staff and much more.
Online learning provides a flexible option for hotels to manage the training needs of their staff – no more organising space, time or trying to get everyone together at the same time. A consistent message of professional standards is delivered which provides a benchmark for managers to develop individuals further.

For more information, click here


Food Service academy

A session designed essentially for wait staff. What creates a good customer experience in the restaurant? What do your staff really know about cheese and wine, the relationship between the two and how
to serve it. What do they really know about coffee and tea? Also includes the whys, hows and wherefores of breads; the importance of seasonality and locality; what makes customers happy and how to handle complaints; and the latest trends and customer types.

For more information click here

Wine & bar service

Do your staff really know the ins and outs  of bar and wine service? This workshop is designed to help staff understand what both you and the customers want. The session covers basic wine and bar service and knowledge, preparing for service, and product knowledge, with the inclusion of some interactive tests and live role play and demonstrations.

Hospitality & service workshop
Anyone can build a fantastic hotel, but not everyone can run a fantastic hotel. Your staff are key to the business: do they talk to your customers, do they smile, do they give them good service? Here we explore what we consider to be best practise in this field. It’s an area that hotels often struggle with and is sometimes the weakest element of the business.

For more information click here

Revenue management
With countless rates and promotions out there has the art of basic bedroom selling and management been lost? Does the computer consume too much of your staff’s time? This is a back-to-basics session with many tips and tricks which you may have forgotten or not known of.

For more information click here

Housekeeping quality
Your often unsung heroes sometimes need a bit of TLC and a few ideas to perk them up. This is an interactive workshop session and assessment of quality standards within bedrooms and bathrooms for
housekeeping staff and management.

For more information click here

Quality awareness
This workshop focuses on that all-too-important attention to detail within all areas of your establishment to meet stringent industry standards. Ideal for all the team in terms of training as it introduces the notion of quality, not a specialism.

For more information click here

Concierge, butler and valet training
A half day course designed to refresh and help train new recruits in these key tasks often seen in 5 and Red Star hotels: from unpacking to turndown, from the service of caviar to care of crystal, from polishing shoes to pressing shirts. An element of the course also includes some of the tricks of the trade from the concierge
department; and what guests are really looking for.

Five Star workshop / Red Star workshop
An interactive full-day workshop exploring key operational aspects required to achieve 5 Stars or a Red Star rating and focusing on 5 Star/Red Star standards, general expectations and culture within the hotel to achieve such accolades. Activities include a self-audit on existing standards and creation of an action plan to implement higher standards.

Telephone and complaint handling
The internet is becoming an increasingly important and major source of business but there are still many customers who telephone to make bookings. Does your team know the basics of telephone handling and do they know how to optimise revenues? Can they handle price objections and can they handle complaints
effectively? This workshop covers the basics.

Contact your local inspector or account manager for further details, alternatively you can find out more about both open courses and for individual establishments by contacting; Alistair Sandall, alistair.sandall@theAA.com or by calling 07917596309.

Training courses are available as a half or a full day. They are carried out by trained and experienced AA inspectors and take place in your hotel/venue. No travelling costs are incurred.
Prices, terms and conditions are available to view on separate price list. The maximum number of delegates per course is 25, usually held by two inspectors. When the number of delegates is below 15 usually one inspector only will run the course.



“I have worked with the AA for a number of years now in London, Jersey and Heathrow.  This has been in both AA star accreditation and the Rosettes scheme as well as   with their training and consultancy division. In the various 5 * hotels I have worked alongside them I have always found their help, input and ideas to be extremely professional and a good investment for the business. The training sessions they conduct are vibrant, fun and really useful for the teams. Their delivery is pitched appropriately to the target audience and all   the team members get a real buzz from sharing their real life experiences and anecdotal stories and then applying their learning to delivering a consistent five star service experience”.

Anna-Marie Dowling MI
General Manager
Sofitel London Heathrow


“The cycle of continuous improvement based on customer feedback is an essential ingredient to a successful business model. For several years the AA's mystery guest programme has been an important contributor to the Royal Garden's on-going development.  Providing a comprehensive and bespoke dashboard covering all aspects of our business, it helps to identify trends from which training needs can easily be identified”
Royal Garden Hotel

Royal Garden Hotel


‘’Having successfully gained the accreditation of 1 AA rosette for our Bistro at Stanwell House, prompted by the kitchen brigade, the team strived for a second one  and we needed to plan of how we could achieve this.  So utilising the AA service of ‘Tasting’ the existing menu, with constructive feedback at the end, this service was invaluable to the chef and his team. There are no guarantees but the feedback and support was so concise, I would recommend it to any establishments seeking greater professional recognition for their food and hospitality from the AA ‘’

Robert Milton
Stanwell House Hotel

Stanwell House Hotel


“We engaged the AA to complete a comprehensive ‘Mystery Guest’ programme for our six Four Star Hotels and more recently for our seven Thwaites Inns of Character, following a thorough review of other service providers. I am impressed by the commitment provided by the AA whom provide helpful, constructive and objective feedback on the performance of our properties and by their willingness to incorporate our brand specific standards. Their wide knowledge of the hospitality industry as professional inspectors brings undoubted benefits to our company and helps us to evolve the product and service offering”

Tony Spencer
Managing Director
Shire Hotels & Spas
Thwaites Inns of Character

Kettering Park


I have worked in with the AA for a number of years with larger organisations, so when I started working for a small independent company Ideal Collection 6 years ago with only 3 sites we had no relationship in place. I was keen to find an affordable model that provided guidance to our General Manager and Head Chefs and the structure we needed to gain the consistency within our service delivery. I worked with the AA to develop a dashboard which focused on our delivery but incorporated our ‘Ideal Philosophy’ which is an important part of our delivery. Within a year of working with them we moved service levels and food quality to 5 Stars and 2 Rosettes, which provided a springboard to us having the most successful trading period in our 10 year history through tough economic times and has allowed us to double the size of our estate. The model more importantly now allows me to not micro manage the process as all General Managers and Head Chefs have clear guidelines of what we want to achieve. Regular feedback from professional people direct to our General Managers and Head Chefs is also excellent for their development within their roles.”

Oliver Weeks
Managing Director
Ideal Leisure

White Star Tavern


“We continue to use AA Hotel Services for mystery guest visits and mystery telephone audits. The AAs team of professional hotel inspectors provides very useful and objective information to the team and helps us grow the business in terms of improved operational standards and increased levels of service and hospitality and ideas for up selling”

Nadine Linington
Sales and Marketing Director
Cotswold Inns & Hotels Ltd



New Forest Hotels

“New Forest Hotels have used the AA for training for many years now.  They have provided a number of courses including the Rosette Academy, Hospitality and Service and Reservations training.  Our account manager has always listened to our requirements and is always happy to work with us on any areas that require bespoke training or highlighted issues that we may need particular attention.  The courses are always upbeat and informative and always engage the staff throughout the day.  Our chefs particularly look forward to the food tasting that we organise on a regular basis.”

Christine Turner
Group Operations Manager
New Forest Hotels


Bartley Lodge


“The AA mystery guest programme continues to provide very useful feedback and detail to the hotel teams. General Managers use this as a tool to better the guest experience and in turn it will engender greater guest loyalty and increased spends as well as that all important emphasis on service and hospitality”
De Vere Hotels & Village Urban Resorts


We are a learning organisation, and seek to build on our knowledge and success. Key to our growth is continuous monitoring and feedback, and as a valued partner of The Landmark London, the AA enables us to measure our customer journey through the eyes of our guests. By conducting regular, interactive feedback sessions with our teams, the AA inspectors share their experiences first hand and as a result our team engage with and are able to develop through their learning, and we are able to grow our business'.

Nicola Forshaw
Director of Human Resources
Landmark London

Landmark London


“We have worked closely with the AA for the past 5 years and through their excellent guidance and training, in 2013 we achieved the ultimate accolade in the hospitality industry, 5 AA Red Stars. The AA rating scheme is the most trusted and recognized by guests, and in order to achieve high ratings, every aspect of the guest experience at your hotel needs to be exquisite. The training provided to us by the AA is invaluable and the courses are fun and enjoyed by all the staff, and cover all areas of the guest journey and trains the staff how to exceed guests expectations through the eyes of a guest. We are very proud to be a part of the AA – they offer a true judgement of what world class hospitality should be!“
Priscilla Keller
Hotel Manager
Stoke Park

Stoke Park


“The training day was delivered and touched every member of my team. I was so proud of my team and they way in which they embraced the training and clearly revelled in their time with the AA facilitators. Both the Inspectors time and passion came across to the team and the feedback and direction to the team was unquestionable”.

Eamonn Elliott
General Manager
Grand Jersey Hotel & Spa



“We used AA Hotel Services in our journey to attain a 4 * status for the hotel. What was an old Quality Hotel was completely refurbished by the new owners. We consulted with The AA in regard to what was needed to achieve such a rating. After an initial on-site consultation visit we arranged a mystery 4* gap report and visit. From this really useful report and discussions we worked up an internal action plan for the official AA inspection. The discussion and ideas from the inspector after the gap visit helped cement the foundation stones for a successful inaugural visit and we achieved 4* on the first attempt”

Mads Nielsen
General Manager
Mercure Milton Keynes Abbey Hill


“We handed our AA trainers an acorn phrase, that was “Customer Shoes” to represent our ethos of service. The AA built us an oak tree of bespoke customer service training, mystery customer programmes and intensive training days. Arkell’s managed house staff  have enjoyed and benefited from excellent, effective and engaged training, whilst gaining a sense of pride in their roles and the empathy to step in to those “customer shoes”.
An expectation exceeded and an on-going working relationship for Arkell’s and the AA.

Julie Moss
Managed House Controller
Arkell’s Brewery


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