Developed by VisitBritain, START is an initiative that you can use as a springboard for accommodation businesses to reach the national standards.  It recognises that for some destinations the commitment to the national agenda (and sometimes the quality improvement required in working towards the national standards for accommodation) cannot happen overnight or in isolation.

A critical role for VisitBritain is to encourage local authorities to adopt an “assessed only” policy, and to build consumer confidence at a local level in order to grow the overall quality of the English product and consumer confidence in it.

An “assessed only” policy means that establishments which have gained the National Quality Assessment Standard are given priority, or exclusivity, in promotional materials produced by the local authority, consumer recommendations by TICs and priority relationships for other local marketing activities.  From January 2006 VisitBritain will only be promoting properties assessed in the NQAS.

Around half of local authorities currently operate this policy and are well down the road to achieving 100% quality assured accommodation.  For these authorities START is not required.

Click here for a case study on implementation of assessed only.

However, some areas of the country may have difficulty in adopting this policy for a variety of reasons.  Usually, this stems from the fact that the leap of going straight to NQAS is too great in practical terms and/or because of political reasons.  The implications in areas where a large number of establishments do not currently meet the NQAS can be daunting.

THIS IS WHERE START CAN HELP…
The START criteria have been developed in close relationship with the new Common Standards to ensure a smooth transition and consistency, and in consultation with a number of destinations.  Some destinations have existing local inspection schemes, having already adopted the ‘Stepping Stones’ route, a number of years ago.  Others are considering this route as a new beginning to improving the quality of accommodation they have to offer and in turn the quality of information to prospective visitors.

Click here for a case study on North Cornwall District Council.

The layout and terminology have been aligned to the new Common Standards, and wherever possible with existing local standards.  Wherever the START standard does not meet the new common standards, guidance is offered, as to what more is required to achieve the national one star level of the quality standards.  It is hoped that this and the assessment process will help break down any barriers, such as fear of assessments or low quality, which act as a reason for not achieving the entry point to the national standards.

The START framework is web based to ensure that VisitBritain can monitor and evaluate the progress effectively and allow for ease of branding should those adopting this programme choose to do so.  This information will form a knowledge base for destinations participating.  Additionally structuring it in this manner will allow for some local adaptation and delivery.

How does START work?
START cannot be adopted by individual businesses; it is a decision that must be taken at a regional, destination, or local level and agreed with VisitBritain that this is an appropriate step forward for all stakeholders.  Any local association would need to be working in partnership with the destination (a letter of support required).

START is definitely not an alternative to participating in the VisitBritain quality assurance schemes and must not be seen or operated as such.  It is a structured and planned process of transition.  It is designed to ensure that the standards are not compromised or diluted and that the quality of English accommodation continues to meet or exceed customer expectations.

Participants currently or who have previously been in the National Quality Assessment Schemes will not be eligible to go into START as an alternative.  

Helping accommodation establishments
The adoption of START should only be considered where the destination is working towards an “assessed only” policy in working towards the national standards.  This is not a standard working in isolation.  It offers help to those operators who do not reach the NQAS by giving them time to invest in their product and eventually move up to the NQAS. 

The START toolkit
The START toolkit is available only to download (link will be available soon).  It details the purposes of START in the context of National Quality agenda and outlines how the scheme can be implemented.  The document is encrypted to ensure that VisitBritain can monitor who wishes to use the scheme.  For further information and the password to use the tool kit please contact us on the details below.

How does the toolkit work?
The toolkit identifies clear implementation methods, monitoring policies and the regulations by which the scheme is to be run.

What operators can use the START scheme?
Any serviced or self catering operator can be assessed under the START scheme providing that they have not been assessed under the National Quality Assessment Schemes previously (either by the AA, RAC or VisitBritain).  The START criteria are available to download from the links below.  To access this criteria you will need to contact VisitBritain for a password.  Once you are sure that this is the right route for your local authority or destination please contact us for the toolkit.

Serviced Accommodation - Quality Standards (PDF file 119KB)
Self Catering – Quality Standards (PDF file 127KB)

You will need Adobe Acrobat Reader to view these documents.  To download Adobe Acrobat Reader go to www.adobe.co.uk. 

Current case studies and further information can be found on the START newsletter.  Download the latest edition here.

For further information contact:

E: START@VisitBritain.org
T: 0208 563 3180 \ 3387 \ 3309