AA Hotel Services

Recognising excellence for accommodation

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

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' magazine

- Participate in AA publicity and marketing plans

- Dedicated and committed customer support

- Range of 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

 

Choose from the AA recognition schemes on the right.

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

AA Hotel Scheme

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

There are different membership levels for Hotels and Guest Accommodation:

Full membership involves an overnight inspection testing all services resulting in a star rating if the criteria is met.

Associate membership is a marketing only option for establishments already rated by one of the Tourists Boards. No inspection will take place and membership ceases should membership of the Tourist Board cease.

Advertised with visits – This involves an overnight inspection testing all services but no star rating is awarded. The Rosette award may be awarded for culinary excellence.

Advertised – a marketing only option without an inspection.

 

Establishments may be inspected under the Common Quality Standards as either a Hotel or Guest Accommodation. Establishments participating in the Guest Accommodation Scheme cannot use ‘Hotel’ as part of their business name. Assessment would be as an hotel if this were the case.

For more information on this scheme

Click Here

AA Guest Accommodation Scheme

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

There are different membership levels for Hotels and Guest Accommodation:

Full membership involves an overnight inspection testing all services resulting in a star rating if the criteria is met.

Associate membership is a marketing only option for establishments already rated by one of the Tourists Boards. No inspection will take place and membership ceases should membership of the Tourist Board cease.

Advertised with visits – This involves an overnight inspection testing all services but no star rating is awarded. The Rosette award may be awarded for culinary excellence.

Advertised – a marketing only option without an inspection.

 

Establishments may be inspected under the Common Quality Standards as either a Hotel or Guest Accommodation. Establishments participating in the Guest Accommodation Scheme cannot use ‘Hotel’ as part of their business name. Assessment would be as an hotel if this were the case.

For more information on this scheme

Click Here

AA Self Catering Scheme

AA Hotel & Hospitality Services have been recognising accommodation since 1908 and first introduced the star rating scheme in 1912, recognising and rewarding establishments for the quality and range of their services and facilities. The AA is the only pan-Britain assessing organisation.

Our Self-catering standards have evolved over the years to reflect consumer expectations within the industry and to ensure our ratings and awards are accurate, consistent and reliable. We share common standards for self-catering with the four tourist boards ensuring consistency with every accommodation rating scheme in the UK.

For more information on the scheme

Click Here

AA Serviced Accommodation Scheme

AA Hotel & Hospitality Services introduced this scheme in 2016.

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.

For more information on the scheme

Click Here

AA Caravan & Camping Scheme

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.

 

AA Glamping Scheme

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.

For more information on both of these schemes

Click Here

Rosettes for Culinary Excellence

Rosettes for Culinary Excellence are awarded to those who demonstrate outstanding levels of food presentation and quality.

You cannot 'apply' for this award. If you are a hotel with a restaurant the food will be awarded if necessary at the time of a meal visit. All standalone restaurants are chosen at the patch inspectors discretion.

For more information regarding Rosettes

Click Here

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.

To apply or recommend a pub you have visited

Email Us

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.

To apply or recommend a golf course you have visited

Email Us

Advertising sales

Get in touch for information on advertising on theAA.com

Contact our advertising sales representative

Email Us

News

The AA hosts three big award events each year:

- The AA C&C Awards

- The AA B&B Awards

- The AA Hospitality Awards

We also announce new multi rosette winners at the Hospitality Awards and in January.

 

To see our latest news visit www.aahospitalityawards.com or follow us on Twitter @TheAA_Lifestyle or @AAHospitality

To see our recent news stories and updates

Click Here

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
Thwaites Hotels & Spas

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 the Hotels & Hospitality Team

01256 844455

 

Mon - Thurs 9am - 5pm

Fri 9am - 4pm

 

AA Hotel Services

Fanum House

Basingstoke RG21 4EA

 

Email us