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What You Need to Know About AAA's Diamond Program


By Nathan Gawlik

Nathan Gawlik's experience includes being a General Manager of a Hampton Inn and other front line roles such as a Banquet Captain, Front Desk Agent, Housekeeper, Catering Event Manager, and Director of Sales.

What You Need to Know About AAA's Diamond Program


By Nathan Gawlik

AAA has been a household name since the early 1900s. Originally known as the American Automobile Association, AAA started with 1500 motor club members from nine associations across the country. The first AAA road maps were published in 1905 and the first hotel guides by 1917. Today, AAA has over 60 million members in North America.

Over the last 100 years, AAA has continued expanding its service and building trust with its customers. Their credible and unbiased travel information has led to their tremendous success and reach. AAA's Travel Guides are requested by over 8.5 million people every year in the United States. And "AAA members accounted for 31% of all paid room nights in North America."
Gold sign Five Star Rating
In their annual publication, AAA provides a diamond rating for the accommodations they inspect. The ranking scale starts at AAA approved, followed by three diamond, four diamond, and finally five diamond. Of the over 27,000 properties AAA inspects, only 1,731 have earned a 4-Diamond Rating in 2020. 163 of these were listed as Inns/B&Bs.

Even more impressive is the 0.4 percent of properties that have made the list for 5-diamond rating. That's only 119 properties out of 27,000 - just 7 of which were Inns/B&Bs. To apply, a property must submit an application and pay a one time application fee of $800. They will then be inspected at a random time within the following year.

There are 5 possible outcomes:
  • Failure to qualify: They do not meet the standards AAA holds to be able to recommend that location to its members.
  • AAA Approved: Meets the " industry-leading standards of AAA inspections."
  • AAA 3-Diamond: Comprehensive amenities, style, and comfort level.
  • AAA 4-Diamond: Upscale style and amenities with the right touch of service.
  • AAA 5-Diamond: World class luxury, amenities, and indulgence for a once-in-a-lifetime experience.

If the property passes inspection, there are no additional costs to participate in the diamond program. Properties will not need to pay an annual fee or reapply. The inspector will come out to the property at least once a year, typically during different seasons, to assess and make their recommendations.

The AAA Inspection. The inspector will come unannounced to review your property. They tend to arrive after breakfast during mid-day when they know properties usually have down time. Depending on the size of your property, they may take a couple hours to look into several guest rooms.

An inspection is required to be accommodated by the property within 20 minutes of the inspectors arrival. According to AAA's website, "The AAA inspector will show up unannounced and ask to speak with a property representative for a brief introduction. The inspector will collect information for potential use in AAA publications and answer your questions; you can also advise the inspector of any plans for future property enhancements.

The inspector will request a tour of all public areas and a cross section of guest rooms. Once the evaluation is complete, the inspector will let you know what his/her recommendation is – and a summary copy of the inspection report (confirming the property's status) will be emailed to the general manager... typically within 7-10 business days."

The inspector typically has a feel for which diamond rating the property will earn prior to inspecting any guest rooms. This is especially true if the property has been inspected prior. These factors will determine just how thorough their process will be. As you might imagine, a 5-diamond recertification will be far more thorough than a 3-diamond inspection.

Once a property is assigned a diamond rating, they will continue to be inspected annually. There is no annual fee for inspections or continued AAA lodging status. Much like PCI 3rd party audits, each property is inspected annually to ensure that they are maintaining their standards.

All inspections are unscheduled and performed at different times every year to keep properties on their toes. In other words, a property could be AAA 4-Diamond in 2018, and then be downgraded to 3-Diamond or "AAA Approved" in 2019.

AAA values their inspectors' privacy as well. Many are just referred to by inspector number to keep their identity confidential. This way, hotels wont know if an inspector has a reservation, although they don't take into account their sleep quality in the overall score.

Walkthrough with AAA Inspector

Your walkthrough with the AAA inspector is largely dependent on that inspector. While they have a standard detailed checklist used for each property for uniformity, one inspector might rate something as 3-diamond, while another might perceive it as meeting the 4-diamond standard.

Likewise, if your property currently holds a diamond rating, the inspector will primarily compare this inspection to your previous ratings. They will not judge your property as a 5-diamond if you currently hold 3-diamond status.

On the day of our inspection, a woman in her early fifties approached the desk and leaned in over the counter, clutching her tablet with a rubber case and handle in one hand and reaching out with her business card in the other. "Hello, my name is Judy. I am an inspector with AAA and I'd like to take a look at a few of your rooms." She said discreetly. "Oh fantastic," I exclaimed, "Well, it's just before check-out time and we were sold out last night, so let me see if housekeeping has any rooms clean and vacant just yet.

Can I offer you a bottle of water while I find some rooms for us?" "That would be great", she said, as she took a seat. Knowing I was on the clock, I did what I could to find some rooms immediately. The good news was that she only wanted to see five rooms of our 100. I think she would have wanted to see closer to ten rooms if we weren't so busy.

I was able to find three clean rooms in our system. After doing so, I met with my Executive Housekeeper to let her know of the inspection and to quickly go through these rooms ahead of us. I also asked to pull team members to get two more rooms done as quickly as possible so as to not keep Judy waiting.

The inspector spent about ten or fifteen minutes in each room. As I walked with her, Judy stated out loud each item she was noting. I had already explained to her that this was the first AAA inspection I was participating in.

When she came to the first room, she took a moment before entering to inspect the guest room door, both the exterior and interior. She noted a scuff along the base of the door, likely where a luggage cart had struck it. We entered the guest bathroom. She noted the caulking along the tub was discolored, the shower head had hard water stains and wasn't polished, and there was heavy dust that had collected on the vanity light fixtures.

She reviewed her amenities standards as she glanced at our single-use shampoo, conditioner, and the bar of soap, inquiring if robes for guest use were provided. We moved to the bedroom. I helped her pull back each layer of the bedding, making sure to neatly place each sheet halfway down the bed so it could easily be put back without too much effort. First, we peeled back the duvet. Using her blacklight, she inspected both the top and bottom of the duvet covering to look for hair or any stains.

Then she inspected the flat sheet before pulling it back. This process repeated as she pulled back the fitted sheet and the mattress cover. Judy made sure to press firmly along the bed edge to inspect the crevices, likely looking for signs of bed bugs. She ran her fingers along the headboard looking for dust and even pushed the mattress out from the wall to shine a small light towards the floor, searching for any dust or debris that may have fallen between the mattress and the wall.

She was very thorough. After replacing all the sheets to ensure the bed was guest-ready, she moved on to the appliances. She checked that all the lamps worked and the lampshades were in good condition. She inspected the guest room phone and checked that there was a dial tone.

She turned on the TV and asked if a guest could view their itemized charges from their guest room before moving to the desk area where the coffee maker was located. Finally, she inspected the balcony overlooking the golf course.

We also briefly looked over the common areas before heading back to the lobby. She read me the current description for the property for accuracy. The only updated information I noted was that our guest rooms now have Keurig's instead of the four cup coffee brewers.

We kept our three-diamond status with AAA. The entire process took less than three hours. A couple weeks later we received a three-diamond sticker for our lobby entrance doors and a plaque denoting the same. We placed the plaque next to the manager on duty sign for guests to see.

Why Get Inspected
Justin William, the General Manager of the Grand Bohemian Hotel in Orlando Florida, described the four diamond rating with these three words: Luxury, Extraordinary, & Consistency. This theme of service excellence is commonly referred to with four and five-diamond accredited accommodations.

When guests see the AAA diamond rating, they know the quality level they will be receiving. Attaining a four or five-diamond rating can help properties demand higher rates as well. Participation in the diamond program can also lead to other revenue generating programs, like their licensing program.

While a discount ranging from 5-15% is customary for AAA members, properties that partner with AAA have access to their 60 million members.

campground

Campground Inspections

AAA also does inspections for campgrounds. However, they do not have an extensive diamond system. The AAA rates campgrounds on a pass/fail basis. Campgrounds that pass can then be labeled as "approved" on the AAA website and in AAA's Campbook. There are several basic requirements the inspector will look for in addition to cleanliness and maintenance. According to https://approved.aaa.biz/ these include:

1. Management Style of Operation
The establishment must have operative, transient sites.
2. The establishment must be in compliance with all local, state, and federal codes.
3. Establishment must assist AAA in resolution of all member complaints.
4. Establishment must accommodate unannounced AAA property evaluations within 20 minutes of notice.
5. Property management, or their representative, must be readily accessible, or provide written notice of contact availability.
6. All property staff must conduct business in a professional and ethical manner providing attentive, conscientious service to guests,‍General Facilities
7. Entrance and service roads must be well defined and passable.
8. All facilities directly associated with a property must be clean and well maintained throughout.
9. Toilets, sinks, showers, and trash containers must be of adequate number in relation to the number of sites available.
10. Toilets and showers must provide privacy by using a door, curtain, or screening.

Site Specifications‍

1. All non-tent sites must be easily identifiable, clearly defined, well drained, and reasonably level
2. If all sites are not equipped with water hook-ups, potable water must be available.

Online Marketing

Other Marketing Services

AAA also offers a sponsored listing option on their booking channel. The cost is dependent on market size, among other factors, but AAA guarantees your property will be top three on their site for your area. AAA offers other marketing options in the form of banner ads, mobile, email marketing and print advertising in their tourbook.

AAA digital marketing solutions provide strategically targeted advertising to their online audience. A property can even participate in some of AAA advanced spatiotemporal mapping that allows them to target mobile devices that have been in a specific location within the last twelve months.

Thoughts on the immediate future

Select Registry understands the need to address the stigma associated with traditional bed and breakfasts. Michaele O'Neill, owner of the Carriage Way Inn in St. Augustine, Florida, describes doily, quilt obsessed properties as "grandma's houses."

"While we certainly aren't anti-doily, we recognize that everyone has their own taste." Mark summarized, "quality assurance is about meeting or exceeding guests' increasing expectations," further alluding to innkeepers' complex role in keeping up with changing trends surrounding service, decor, condition of the property, and hospitality in general.  

TripTik

Triptik.aaa.com is AAA's road trip travel planner map tool. It's Google Maps with more features. While there are different map types (satellite, terrain, default), there are also map layers. These different layers allow the user to filter what is shown on the map.

Only want to see restaurants? They have that. How about just four-diamond-rated restaurants? That's an option. Want to view where you can get a AAA discount? That can be layered on the map too.

AAA describes some of their lesser known features as follows: with this complete road trip planner, you can access AAA Travel Guides and Road Trips companion resources. Travel Guides provide in-depth destination information with links to articles, videos, travel tips and more.

Road Trips illustrate with maps and images nearly 500 worthwhile and scenic drives throughout North America, with descriptive narrative for each leg and recommended things to see and do, including GEM attractions offering a great experience for members. The map also includes gas stations, hotels, and auto repair as well as events and attractions.

TripTik is a worthwhile tool even if you don't have AAA; although if you do, logging in with your AAA account will allow you to save each trip and add destinations to your favorites among other things.

Restaurants

Also interesting to note, the AAA rates over 30,000 restaurants annually. Of those, only 682 restaurants have been designated with a 4-Diamond rating, and only 67 restaurants received a 5-Diamond rating.
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