No one who has been involved in the tourism and hospitality trade over the last ten to fifteen years can deny the wholesale changes that have occurred during that time.

In many ways the market has been transformed beyond recognition; in large part due to the huge role played by the internet. Today, the end user is more informed and discerning than ever before. Getting noticed among the white noise of marketing and ad spend is therefore increasingly difficult when consumers are swamped with choice.

But one thing that hasn’t changed is quality, that all-important differentiator in a crowded marketplace. And that’s where Hospitality Assured comes in.

Gaining accreditation is about much more than simply a plaque and a logo. Hospitality Assured status denotes a number of crucial factors, but primarily that the business will provide a consistently high quality of experience and customer service and go the extra mile for excellence. Hospitality Assured, though, is more than simply managing or meeting customer expectations, it is focussed on exceeding those expectations. Further, being a Hospitality Assured business means exceeding customer expectations not just on ‘good days’, but every single day.

The rewards in terms of improved profitability through new and repeat business are well documented. Just ask any of the accredited companies in the Highlands and Islands for their verdict.

But be under no illusion about the level of commitment and effort that is required to achieve – and then maintain – Hospitality Assured accreditation: the process will be tough, and challenge both you and your staff. The ten-step journey to tourism and hospitality excellence is by no means a dawdle, it compels participants to look and think about their business in new ways. And once accreditation is achieved, there can be no let up as regular inspections are carried out to ensure standards are being maintained.

Welcome to boot camp. Now, go and get that hair cut.