Skift Take
While a five-star rating still signals that a property has class, it's not always sufficient in making clear what guests can expect beyond the high-quality service and amenities.
Seeing a five-star rating by AAA Diamond or Forbes Travel Guide on a hotel's website signals the caliber of service and amenities guests can expect but leaves unanswered questions about other experiential aspects of a property.
These ratings may seem even more ambiguous with the surge of lifestyle hotels offering unique experiences that can't be compared to a baseline. That's why Preferred Hotels and Resorts, which has lifestyle brands under its umbrella, decided to abandon star ratings for its properties in March and instead try to convey the types of experiences it knows guests look for.
Besides fast and reliable Wi-Fi and proximity to attractions or a conventions center, guests also want to know if a hotel will satisfy their passions for fitness or fine dining, for example.
“What I think is desirable and what you think is desirable are two different things," said B
