HOTEL CLASSIFICATION & JORDANIAN TOURISM: FIVE POINTS TO CONSIDER

1. The relevance of tourism to the Jordanian national development and growth strategy does not require elaboration beyond the statement that “it is critically important”.

In the Jordanian Tourism Sector; hotels & resorts represent the largest portion of financial investment and employment, as well as the potential for human resources and educational development – specifically in the crucial Jordanian demographic of youth aged between 18 and 25 years.

2. Tourism is the largest industry in the world, bar none – and regardless of economic downturns around the globe, it continues to grow - having grown a full percentage point faster than average world economic growth (UNWTO latest statistics from 2015).

This not only means that tourism represents a good destination for local and foreign investment in Jordan; but that the level of competition that drives “destination tourism” – or countries competing for the international tourist, is increasing very rapidly.

3. A former Executive Director of the U.N. World Tourism Organization, with decades of experience in the area of hotel classification and ratings, recently stated “…practically all governments that are reforming their classification systems highlight their desire to bring the quality of their national tourism up to a higher level. In this way, the classification system itself can also become an element of promotion.”

So, a proper and transparent hotel classification system that is conducted by capable professional hotel evaluators - with no current or prior employment links to any national or international hotel brands currently operating in Jordan, and preferably inspectors whose only experience with hotels has been in evaluating them – would provide the best solution to bringing this important aspect of Jordanian tourism to a higher level. And if you have any doubts about this statement, consider the impact of “user-generated hotel reviews” such as Trip Advisor & Booking.com on the hotel industry worldwide… get the point?

If we’re going to say that a hotel is “5 Star”, this means - first and foremost - that this is the best level of hotel available in Jordan – and, as such, it reflects what the term “best” relative to the country “Jordan” actually means to the potential tourists. Therefore, “yes”; the hotel classification system is an element of promoting Jordan’s national tourism standards, and “yes”- it is very important.

4. As any advertising professional “worth their salt” will tell you; the most effective form of advertising is “word-of-mouth”, without question. To elaborate on this; any given car company can spend several million Jordanian Dinars on the most elaborate advertising campaign, using all forms of media available, BUT - if a potential car buyer asks just one person that they trust who owns, or has owned, the model that he is considering buying and this trustworthy friend (or colleague) advises him against it – he is not going to buy that car. And any car company “worth their salt” will tell you the same thing. The same rule applies to hotels, and tourist experiences in Jordan and Jordanian hotels.

5. In conclusion, I would like to make the following argument:

Unquestionably, Jordan contains several unique (tourist destination) locations: Petra, the Dead Sea, several sites of historical Islamic significance – both Sunni & Shiite - and Christian importance; the Site of the Baptism of Jesus, ancient Christian churches and Mount Nebo, and an unrivalled cornucopia of archeological sites that cover millennia and a multitude of civilizations and notable empires. And, all of these potential tourists need places to stay overnight.

But what about the wars raging around us, you might ask? Well, we can take the opportunity now, while conflict is keeping a substantial amount of tourists away, to at least accomplish one very progressive national initiative that will reflect positively upon the visitors to Jordan we have today, and promote Jordan as a reliable tourist destination – both today and tomorrow: Reform the Hotel Classification System, now, as an investment in Jordan’s tourism “word-of-mouth” advertising for today and years to come.

Given the "new" Jordanian Hotel Classification Standards - which clearly state that "the guest is the central focus of the hotel operation" - the days of assessing a hotel based on the amount of money that was invested in the structure, décor and the hair salon are ending. No; today’s hotel classification focuses on the SERVICE & HOSPITALITY LEVELS, as well as cleanliness and condition, and requires professionals that are experienced in evaluating service levels. With all due respect: no amount of training, can replace the ‘expertise and judgement gained in the field’ of recognized and transparent hotel evaluators who do this for a living. Let's get this done for the common good, and let's get it done now.