AA Hotel Services

Recognising excellence for accommodation

Join an AA accommodation scheme

The AA is one of the UK's most recognised and trusted brands. We have been recommending and acknowledging hotels for over a century, and in 2008 celebrated 100 years in the hospitality industry.

If you run a hotel, guest house, self catering or camping park you will understand the benefit of being associated with a well-established recognition scheme. An AA rating can make a big difference to how customers view your establishment.

In collaboration with VisitEngland, VisitScotland and VisitWales, the AA has developed Common Quality Standards for inspecting and rating hotels and guest accommodation. These standards and rating categories are now applied throughout the British Isles. Any hotel or guest house applying for AA recognition receives an unannounced visit from an AA inspector to check standards.

We're here to help

In addition to our world-renowned hotel inspection and star-rating schemes, and the Rosette restaurant award, we offer a comprehensive range of training and consultancy services. Years of experience has shown us that many hotels or guest houses can benefit from a second view by a professional hotel guest, who can share best practice and great ideas. This experience has helped many establishments by highlighting areas where a little help and improvement is advisable.

Choose from the AA recognition schemes on the right.

AA Hotel Services has introduced Hospitality Solutions click here to find out more.  

Join the AA Hotel scheme

The AA is one of the UK's most recognised and trusted brands. When you become a member of our recognition scheme you enjoy an excellent range of benefits.

We promote our partners – the establishments that we have recognised – with our well-established accommodation ratings through a range of printed and online marketing.

Our team can also help and advise proprietors, to increase their guests' satisfaction and so help their businesses to be more competitive.

 

View 100 years of AA Star Ratings press release.

National recognition and signage

  • visit from an AA inspector and professional report
  • unlimited use of the UK's most trusted brand in all of your promotional material.*
  • use of AA logos and range of signage
  • annual classification certificate

Online exposure

  • your page on theAA.com – a website that attracts over 10 million visitors a month – including a photograph of your establishment, plus contact details
  • sign up to our new online booking services. Contact us to opt in or out of the polling engine.
  • full integration with AA Route Planner

Online Bookings

The AA have partnered with eviivo, the UK’s leading supplier of online marketing and booking tools for small hotels, guest houses and B&Bs. To find out how their web-based suite of tools can help your establishment, click here.

Further Hotel benefits

  • eligibility for the annual AA Hospitality Awards
  • subscription to INtouch members' newsletter
  • participate in AA publicity and marketing plans
  • dedicated and committed customer support
  • wide range of AA and associated partners discounts and offers
  • opportunity to join us as an Associate Member (Associate membership only available if you have a rating with VisitBritain, VisitScotland or VisitWales)

Download the Quality Standards for AA Recognised Hotels.

View the AA inspection appeals procedure.

Download a copy of the Application Form.

New applications for AA 5 Star Hotel Recognition are accepted on the understanding that a minimum of two overnight visits will need to be completed prior to confirmation of this rating, and the applicant agrees to refund on ‘check out’ the AA Inspector’s second overnight visit expenses.

* Independant BrandAssetValuator April 2014. Survey of more than 3000 people in the UK aged 18-74 between 4th January and 7th February 2014 by Rainy Kelley Campbell Rolfe

AA Associate Membership

If your hotel or accommodation has been assessed and recognised by VisitEngland, VisitScotland or VisitWales, you can still join an AA accommodation scheme. As an AA Associate Hotel/Guest Accommodation, we can increase your exposure as part of our marketing publications and website (some benefits are not available for Associates). There is no need for a visit from an AA inspector.

Search for hotels on the AA website.

Training and consultancy

Many hotels benefit from professional guests who can share best practice and great ideas. Our experience has helped establishments by highlighting areas where a little help and advice can improve your guests' stay.

View our comprehensive range of training and consultancy services.

Complete the application form for AA training

Apply now

Complete the application form for AA consultancy

Apply now

B&B Awards 2016

Click here to view this years winners!!

 

Join the AA Guest Accommodation scheme

The AA is one of the UK's most recognised and trusted brands. When you become a member of our recognition scheme you enjoy an excellent range of benefits.

We promote our partners – the establishments that we have recognised – with our well-established accommodation ratings through a range of printed and online marketing.

Our team can also help and advise proprietors, to increase their guests' satisfaction and so help their businesses to be more competitive.

 

National recognition and signage

  • visit from an AA inspector and professional report
  • nationally recognised AA star rating – a rating that many customers will search for
  • use of AA logos and range of signage
  • annual classification certificate

Online exposure

  • your page on theAA.com – a website that attracts over 10 million visitors a month – including a photograph of your establishment, plus contact details
  • sign up to our new online booking services. Contact us to opt in or out of the polling engine.
  • full integration with AA Route Planner
  • unlimited use of the UK's most trusted brand in all of your promotional material.*

Online Bookings

The AA have partnered with eviivo, the UK’s leading supplier of online marketing and booking tools for small hotels, guest houses and B&Bs. To find out how their web-based suite of tools can help your establishment, click here.

Further Guest Accommodation benefits

  • eligibility for the annual AA Hospitality Awards
  • subscription to INtouch members' newsletter
  • participate in AA publicity and marketing plans
  • dedicated and committed customer support
  • range of AA and partnership discounts and offers
  • opportunity to join us as an Associate Member* (Associate membership only available if you have a rating with VisitBritain, VisitScotland or VisitWales)

Download the Quality Standards for AA Recognised Guest Accommodation.

* Independant BrandAssetValuator April 2014. Survey of more than 3000 people in the UK aged 18-74 between 4th January and 7th February 2014 by Rainy Kelley Campbell Rolfe

Download a copy of the Application Form.

 

AA Associate Membership

If your guest accommodation has been assessed and recognised by VisitEngland, VisitScotland or VisitWales, you can still join an AA accommodation scheme. As an AA Associate Hotel/Guest Accommodation, we can increase your exposure as part of our marketing publications and website (some benefits are not available for Associates). There is no need for a visit from an AA inspector.

Search for B&Bs on the AA website.

Training and consultancy

Many guest accommodations benefit from professional guests who can share best practice and great ideas. Our experience has helped establishments by highlighting areas where a little help and advice can improve your guests' stay.

View our comprehensive range of training and consultancy services.

Complete the application form for AA training

Apply now

Complete the application form for AA consultancy

Apply now

Join the AA Self Catering scheme

The AA is one of the UK's most recognised and trusted brands. When you become a member of our recognition scheme you enjoy an excellent range of benefits.

The AA has been inspecting and recommending accommodation since 1908, and the knowledge and experience of our inspectorate is unrivalled. An AA rating is one of the most trusted forms of recognition in the hospitality industry, and we now offer the AA Self Catering scheme throughout the UK.

Our criteria for the assessment of self-catering properties have been designed to set achievable and measurable standards, benefiting both visitors and accommodation providers. The recognition scheme will ensure a consistent standard is implemented and maintained throughout the sector.

National recognition and signage

  • visit from an AA inspector and professional report
  • unlimited use of the UK's most trusted brand in all of your promotional material.*
  • annual classification certificate

Online exposure

  • your page on theAA.com – a website that attracts over 10 million visitors a month – including a photograph of your establishment, plus contact details

See our full range of benefits on offer for 2016.

Search for self catering on the AA website.

Download the Quality Standards for AA Recognised Self Catering.

Download a copy of the Application Form.

* Independant BrandAssetValuator April 2014. Survey of more than 3000 people in the UK aged 18-74 between 4th January and 7th February 2014 by Rainy Kelley Campbell Rolfe

 

Join the AA Serviced Accommodation scheme

The AA is one of the UK's most recognised and trusted brands. When you become a member of our recognition scheme you enjoy an excellent range of benefits.

We promote our partners – the establishments that we have recognised – with our well-established accommodation ratings through a range of printed and online marketing.

Our team can also help and advise proprietors, to increase their guests' satisfaction and so help their businesses to be more competitive.

 

View 100 years of AA Star Ratings press release.

National recognition and signage

  • visit from an AA inspector and professional report
  • unlimited use of the UK's most trusted brand in all of your promotional material.*
  • use of AA logos and range of signage
  • annual classification certificate

Online exposure

  • your page on theAA.com – a website that attracts over 10 million visitors a month – including a photograph of your establishment, plus contact details
  • sign up to our new online booking services. Contact us to opt in or out of the polling engine.
  • full integration with AA Route Planner

 

Further benefits

  • subscription to INtouch members' newsletter
  • participate in AA publicity and marketing plans
  • dedicated and committed customer support
  • wide range of AA and associated partners discounts and offers

Download the Quality Standards for AA Recognised Serviced Accommodation.

Download an Application Form.

View the AA inspection appeals procedure.

Training and consultancy

Many Serviced Accommodations benefit from professional guests who can share best practice and great ideas. Our experience has helped establishments by highlighting areas where a little help and advice can improve your guests' stay.

View our comprehensive range of training and consultancy services.

Complete the application form for AA training

Apply now

Complete the application form for AA consultancy

Apply now

Join the AA Caravan and Camping scheme

The AA is one of the UK's most recognised and trusted brands. When you become a member of our recognition scheme you enjoy an excellent range of benefits.

AA Pennant ratings

Caravan parks and campsites are inspected and rated from one to five black Pennants. This is an assessment of the quality and variety of facilities a park offers – including customer care and hospitality, toilet facilities and park landscaping – based on the inspector's experienced opinion. The percentage score runs from 50% to 100%, and indicates the relative quality of parks with the same Pennant rating. The top level is classified as a Five Pennant Premier Park.

The AA Pennant rating is only based on the touring pitches and the facilities at campsites and caravan parks. AA inspectors do not visit or report on rented static caravans or chalets.

Holiday Centres

Holiday Centre is the term used to distinguish a park that caters for all holiday needs. Anyone staying on one of these parks will have no need to go elsewhere for meals or entertainment.

  • wide range of onsite sports, leisure and recreational facilities
  • supervision and security of a very high level
  • choice of eating outlets
  • touring facilities of equal importance to statics
  • maximum density of 30 pitches per acre
  • clubhouse with entertainment provided
  • automatic laundry

Holiday Centres also receive a percentage score between 50% and 100% to differentiate quality levels within the same grading. Like the Pennant rating, this percentage is reassessed annually.

National recognition and exposure

  • inspection and Pennant rating – recognised and accepted throughout the UK
  • your page on theAA.com – a website that attracts over 10 million visitors a month – including a photograph of your establishment, plus contact details
  • unlimited use of the UK's most trusted brand in all of your promotional material.*
  • add a link – visitors can go from our website to yours

Download the Quality Standards for AA Recognised Caravan and Camping Parks.

* Independant BrandAssetValuator April 2014. Survey of more than 3000 people in the UK aged 18-74 between 4th January and 7th February 2014 by Rainy Kelley Campbell Rolfe

Download a copy of the Application Form.

Search for caravan parks and campsites on the AA website.

Join the AA Glamping scheme

The AA is one of the UK's most recognised and trusted brands. When you become a member of our recognition scheme you enjoy an excellent range of benefits.

AA Pennant ratings

Glamping sites are inspected and rated from one to five green Pennants. This is an assessment of the quality and variety of facilities a site offers – based on the inspector's experienced opinion. The percentage score runs from 50% to 100%, and indicates the relative quality of sites with the same Pennant rating. The top level is classified as a Five Green Pennant.

 

Search for caravan parks and campsites on the AA website.

Download an Application Form.

Download Glamping Quality Standards.

AA Rosettes for restaurants

The AA Rosette award was the first nationwide scheme for assessing the quality of food served by restaurants and hotels. The Rosette award is not a classification: it is solely made on the basis of a meal visit by one or more of our hotel and restaurant inspectors, who have an unrivalled breadth and depth of experience in assessing quality throughout the UK. The inspectors award Rosettes annually on a rising scale.

Search for restaurants on the AA website.

View the consumer guidelines for AA Rosette awards.

View the industry guidelines for AA Rosette awards.

Inclusion on theAA.com

Restaurants are inspected for inclusion on the AA website on a recommendation basis. AA inspectors select restaurants recommended to us in their local area. You do not pay for inclusion in the AA Restaurant Guide.

Only restaurants which are open a minimum of 4 days to the general public will be considered for the AA Rosette award. Service needs to be either lunch or dinner or a combination of both.

AA Rosette(s) are awarded for culinary excellence.

Inspection occurs during the months of June through to February only.

March to the end of May is only for inspector nominations.

It is entirely at the discretion of the AA whether a visit will take place and in what time frame. If an inspector visits and an award of 1 or 2 Rosettes is made you will be notified in writing.

Establishments which hold AA Rosettes for culinary excellence will be sent an annual Restaurant Guide questionnaire. This information is used to up-date theAA.com. Failure to complete and return may result in exclusion from these marketing channels, any future visits from an AA Inspector and ultimately loss of the AA Rosette award. Please take the time to complete and return the form promptly.

Multiple restaurants within one establishment

In the case of an AA rated Hotel or Guest Accommodation with a Rosette award having more than one restaurant and wishing to have the food at the second restaurant tested for a Rosette award, this restaurant must have:

  • a different head chef from the other restaurant
  • separate kitchen
  • different food style

All other Rosette criteria apply.

It is entirely at the AA's discretion whether a visit is completed and a Rosette award given.

Recommend a restaurant you have visited

Send email

AA Pub's

Pubs are included on the AA website on a recommendation basis. They can ask to be included themselves, or can be recommended to us by an inspector or the public. You do not pay for inclusion in the AA Pub Guide.

Pubs are not inspected, but must pass certain criteria before they are included on theAA.com. If the pub serves food, we ask them to submit details of the menu, wine list and kitchen team, and we then decide whether to include the pub based on this information.

Recommend a pub you have visited

Send email

AA Golf Courses

Golf courses are entered onto the AA website on a recommendation basis.

Courses are not inspected, but they must pass certain criteria before they can be included on the website.

If you wish to be included online, please contact aa.golf@theaa.com.

Recommend a golf course you have visited

Send email

Advertising sales

Get in touch for information on advertising on theAA.com

Contact our advertising sales team

Send email

News and events

Hospitality Awards

The AA Hospitality Awards is the highlight of the industry's calendar and truly is a night to remember!

Over the course of the evening guests are traeted to a champagne reception followed by a sensational gourmet meal created by a high profile chef.

The awards draw on the unrivalled knowledge and expertise of the AA inspectorate and offer the opportunity to celebrate the hard work and dedication of the industry.

For more information or to book tickets for the 2016 Awards on 26th September 2016 click here.

 

INtouch magazine

Supporting your business

Each year AA Hotel Services produces three issues of INtouch magazine, bringing you the latest news, offers and updates from the AA and the hospitality industry.

View the back issues of INtouch.

Find us on twitter

Follow us @TheAA_Lifestyle and keep up to date with the latest news on AA Hotel Services and the Hospitality Awards.

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Open Britain

open britain logo

Tourism for All UK is a national charity that provides disabled people with the information they need to get out and about. The charity's OpenBritain website can help to provide satnavs, phone apps and guides about where to go, visit, stay if you have access needs. If you have a business that is accessible, please contact info@tourismforall.org.uk.

Testimonials

“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

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“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

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‘’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
Proprietor
Stanwell House Hotel

Stanwell House Hotel

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Honest and independent feedback is important to us, as it helps us to continually improve our guest experience. The AA Mystery Guest programme has been a pivotal part of our feedback mechanism and we use them throughout our six Four Star Hotels and eight Inns of Character. They have worked closely with us to make sure the assessments fit with our business objectives and incorporate our brand specific standards. Their wide knowledge of the hospitality industry and reputation as professional inspectors means everyone in our properties sits up and takes notice and this helps us to work with the feedback and evolve our products and services to deliver even better hospitality.

Jane Waterworth

Marketing Director
Shire Hotels & Spas
Thwaites Inns of Character

Kettering Park

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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

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“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

 

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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

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“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

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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

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“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

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“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

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“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

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“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

 


Contact us

01256 844455

 

Mon - Thurs 9am - 5pm

Fri 9am - 4pm

 

AA Hotel Services

Fanum House

Basingstoke RG21 4EA

 

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