Qualmark can be commended on establishing a robust and credible quality assessment program, however the kiss of death from Government funding and influence has finally occurred.Qualmark seems to have lost their way with the introduction of the Responsible Tourism Criteria in its quality assessment program from 1 August 2008.
Qualmark should take a lesson from the success their own innovative small businesses license holders that they assess. Every successful business has a unique talent that they are good at and communicate a clear and simple message to their customers. Qualmark used to benchmark tangible Quality aspects of an accommodation provider’s business such as:
- Cleanliness
- Safety
- Security
- Comfort
- Guest services
Qualmark have now branched out into territory that goes beyond its core quality benchmarking business by advocating an environmental and social “public good” political agenda as part of its quality assessment program.
Qualmark needs to urgently reassess its operations by asking itself a simple question: Who is their customer?
- Is it the Labour party?
- The “public good?”
- The traveling public?
- ... or Qualmark license holders??
Is Qualmark really losing focus on their core business? Well…you needn’t look any further than their latest newsletter to license holders:
“Responsible Tourism” was mentioned 16 times and “Quality” was not mentioned once.
“Responsible Tourism” was mentioned 16 times and “Quality” was not mentioned once.
