RDB’s Emmanuel Nsabimana on the importance of hotel grading in the digital era

In the ever-evolving world of hospitality, the importance of hotel grading has stood the test of time. With the rise of social media and customer reviews as the new kingmakers, the traditional grading system continues to play a vital role in informing consumers and guiding hotel operators on the level of service to provide. Emmanuel Nsabimana, Head of Tourism Regulation at Rwanda Development Board, shed light on the significance of hotel grading in the digital era in a recent interview with CNBC Africa. As Rwanda gears up for its annual Accommodation Establishments Grading Ceremony, Nsabimana emphasized the multifaceted benefits of the grading system. He highlighted how grading serves as both an informative tool for customers and a competitive advantage for hoteliers. Not only does it signal to potential guests the quality of services offered, but it also helps operators understand their position in the market and strive for excellence. Moreover, in a competitive landscape like Rwanda, where tourism is a key economic driver, grading showcases the country's commitment to organization and quality across the region. Nsabimana also delved into the global perspective of hotel grading, explaining how different countries might have varying criteria but often harmonize their standards through benchmarking. In Rwanda's case, the country aligns with the East African community grading criteria, ensuring consistency and comparability across borders. When it comes to the specific criteria for different star ratings, Nsabimana highlighted the meticulous assessment process that covers various aspects such as location, infrastructure, amenities, and services. Each category of accommodation, whether it be apartments, lodges, or city hotels, undergoes thorough evaluation to determine its star rating. Nsabimana pointed out that certified assessors play a crucial role in this process, undergoing rigorous training and examination to maintain quality and objectivity. As the conversation shifted towards the impact of online reviews on hotel grading, Nsabimana acknowledged the potential of incorporating customer feedback into the assessment framework. While current grading standards do not directly consider public reviews from platforms like TripAdvisor and Yelp, Nsabimana hinted at a possible integration of this element in the future. He recognized the influence of social media in shaping consumer perceptions and hinted at the need to adapt grading systems to reflect modern trends. In response to inquiries about pre-assessment opportunities for hotel entrepreneurs, Nsabimana clarified that the official grading by the government remains the standard procedure. However, he noted that establishments could request a preliminary assessment to gauge their readiness for official grading. This proactive approach not only helps businesses align with industry standards but also enhances their marketing potential, especially in sectors like public procurement where grading holds significance. Overall, Nsabimana's insights shed light on the intricate process of hotel grading and its enduring relevance in the digital age. As Rwanda continues to position itself as a premier tourist destination, the commitment to quality assurance through grading remains a cornerstone of its hospitality sector.