Hotel star rating system: What it actually means

Hospitality is an incredibly demanding industry, and success depends on a hotel’s ability to stand out in a crowded field. One way to differentiate your company is to use the hotel star rating system to show prospective patrons what you offer.

Hotel stars are a recognizable rating system that illustrates facility quality, amenities, and service quality. Scoring a higher hotel rating helps hosts attract a clientele with more discerning tastes while maximizing the nightly rate charged per room. 

Read on to learn how hotel stars work and how to use them effectively in marketing and promotion campaigns.

What are hotel star ratings, and what do they mean?

Hotel star ratings are a system that independent travel organizations use to rank hotels according to quality. They act as social proof, allowing travelers to reliably assess accommodations and compare options before booking. 

Each rating organization uses a proprietary combination of objective assessment criteria, independent inspections, and consumer reviews to generate rankings. What remains consistent, however, is what hotel stars mean: More stars indicate that you’ll receive more luxurious accommodations, which also means a higher price point. 

How do hotel star ratings work?

Hotel star ratings range from one to five stars. Here’s what travelers can expect for each category.

Zero star

Don’t panic if your accommodations don’t have a ranking. Some properties, including boutique hotels, opt out of the star rating system because they provide highly personalized guest experiences that are difficult to compare to other facilities. 

One-star

There’s no reason to be put off by a one-star hotel rating. The ranking doesn’t mean the property is unsafe or lacking cleanliness—it just caters to budget-conscious travelers, offering the bare-bone basics of a bed and bathroom. Hostels and backpacker motels typically fall into this category.

Two-star

Two-star hotels and motels are still basic but offer slightly more than one-stars. They provide guests with amenities like daily housekeeping and in-room television, with some going so far as to offer a complimentary continental breakfast. The rooms reflect a no-frills attitude, making them a good option for short stays or overnight business trips. 

Three-star

A three-star hotel offers greater comfort thanks to bigger rooms, more closet space, and upscale linens. Some accommodations include workspaces and coffee makers for business travelers, and guests can enjoy amenities like fitness centers, conference rooms, and on-site dining. These properties also boast 24-hour reception and excellent customer service.

Because three-star hotels are the most common, you can typically find one near airports, tourist attractions, and the downtown core of major urban centers.

Four-star

Travelers seeking an upscale lodging experience will satisfy their expectations by booking a four-star accommodation. A four-star hotel’s high standards influence the quality of everything, from lobby and room decor to dining and guest services. 

A four-star experience includes spacious rooms, ample toiletries, and personalized concierge service. You’ll likely also enjoy valet parking, 24-hour room service, and fitness center access. Upscale spas and gourmet dining are also de rigueur.

Five-star

Extravagance and exclusivity are the watchwords for a five-star hotel, with their facilities providing access to next-level amenities like spa treatments, personal trainers, and gourmet dining. Expectations are high, and these accommodations deliver by offering the best hospitality services available, including:

• Luxury toiletries
• 24/7 room service with a gourmet menu
• Robes and slippers
• Medical team on call
• Smart TV with complimentary streaming services
• WiFi access
• Selection of daily newspapers
• Dynamic room lighting
• Pillow menu
• Blackout shades
• Poolside service
• Personal concierges

How do hotels get stars?

Independent travel associations determine a hotel's star rating based on their independent and objective assessments. Some organizations may restrict their hotel reviews to specific geographic areas. Also, there’s no universal star ranking system, so comparing five-star hotels in Europe and the U.S. may yield different results and experiences.

1. American Automobile Association (AAA) - North America

AAA diamonds are the most recognizable hotel rating system in the Americas. Ratings range from one to five diamonds based on various criteria, including comfort, security, and amenities.

2. Hotel Stars Union - Europe

A consortium of European hotel associations, the Hotel Stars Union standardizes rankings using shared criteria and assessment procedures. Hotel ratings range from one to five stars based on overall quality and guest experience.

3. Michelin Guide - Global

Known first and foremost for its restaurant reviews, the Michelin Guide also rates hotels, primarily in Europe and Asia. The guide focuses on luxury experiences for sophisticated travelers, rating high-end and boutique hotels and providing an annotated yearly guide of the standouts.

4. Forbes Travel Guide - Global

Boasting a rigorous assessment process, the Forbes Travel Guide uses a five-star ranking system to evaluate upscale accommodations. Hotel ratings focus on the quality of facilities, staff professionalism, and service levels. 

Requirements for hotel star ratings

Hotel ratings vary depending on the association conducting the evaluations, but here are some consistent factors contributing to higher star ratings:

• Room standards: Considers hotel room size, views, furniture and linen quality, soundproofing, HVAC effectiveness, and cleanliness.
• Amenities: Assesses restaurant options, gymnasiums and pools, and high-speed WiFi. 
• Bathroom quality: Evaluates fixture quality, hot water availability, toiletries, and cleanliness. 
• Services: Appraises staff professionalism and the efficiency of guest services, such as the check-in and checkout process and timely request fulfillment. 
• Food and beverage: Assesses dining options, including room service and mini-bar product quality. 
• Security: Evaluates security measures and observance of safety regulations.
• Maintenance: Considers the upkeep of rooms, facilities, and common areas. 
• Location: Rates accessibility features and proximity to attractions and transportation hubs.

How to find your hotel star rating

Here’s how to verify your hotel’s star rating:

• Contact the hotel rating association: Take the direct route and phone or email the travel association’s liaison and request information about your property’s score.
• Request official documents: Many travel associations provide a physical copy of the most recent ratings survey upon request.
• Review official websites: Some travel groups post hotel ratings on their official websites. Search their listings to determine if your property has a rating.
• Check with local government and agencies: Some local tourism boards and municipal government websites maintain up-to-date information on hotel ratings.

How to boost your hotel’s rating: 7 tips

There’s nothing wrong with being a one, two, or three-star hotel––each has a place within the tourism market. The goal is to be the best hotel available within your star rating. 

That said, if you want to attract a different clientele or increase nightly room rates, here’s how you might nudge up your rating.

1. Contact the certifying authority

Talk to the hotel rating association about the criteria used to determine the hotel star rating, and request insight into what improvements or additions will boost the property’s rating. For instance, there might be hotel upgrades you’ve overlooked that you could implement immediately.

2. Focus on cleanliness and comfort

Look for ways to update and improve housekeeping and maintenance practices. For example, upgrading mattresses and linens is a quick, guest-facing way to improve a traveler’s experience.

3. Streamline operations

Overhaul your hotel operations and improve customer service by leveraging technology like mobile apps or contactless check-in and checkout processes. An operationally sound hotel provides access in a faster and more user-friendly way than one using tech from the last decade. 

4. Add new amenities

Weight facilities, flexible dining options, and in-room streaming services are surefire ways to improve the guest experience and boost hotel ratings. As your hotel grows, the demographics of your guests will broaden––make sure you offer something for everyone.

5. Diversify your food and beverages

The more diverse the menu, the more varied the clientele. Expand your restaurant menu to include locally sourced ingredients, in-house baked goods, and farm-to-table meals, or shake up the dining experience by adding theme nights or chef’s specials.

6. Modernize

Be sure your WiFi infrastructure is as fast as possible. And consider adding smart features that contribute to guest comfort in all your rooms, like automated lighting, climate control, and digital assistants that manage room service orders. 

7. Turn feedback into action

Your guests will likely notice the same shortcomings as hotel rating organizations, so gathering client feedback and implementing their suggestions is a great way to upgrade your rating. Try conducting online surveys and asking for customer reviews to gain this feedback, and respond to guests on social media to keep the lines of communication open.

Reach for the stars with Engine's Partner Hub

Whether overseeing a small, family-run motel or a 300-room upscale property, improving your facility’s star rating requires dedication and a guest-centric approach.

Engine understands. Our Partner Hub enhances your hotel’s total market visibility, helping you drive more bookings, refine property management operations, and provide exceptional travel experiences. With these upgrades, the next star is within reach. 

Join Partner Hub for free today, and get $100 in ad credit when you run your first marketing campaign.