There has been strong industry support for Qualmark's
announcement last week that it will make changes to streamline some
of its processes and improve the value it delivers to license
holders.
Qualmark Board Chair David Wilks said proposed changes had been
identified as part of a review of the programme that included
significant consultation with industry.
He said changes would include tailoring the assessment process
to better suit different types of licensees and the histories of
their businesses, simplifying the Enviro responsible tourism awards
process and amending the Qualmark logo to improve recognition. The
specifics have yet to be determined and further consultation with
industry groups and license holders is underway.
Tourism New Zealand, which jointly owns Qualmark alongside the
New Zealand Automobile Association (AA), has renewed its
endorsement for the programme.
"Qualmark has been operating in its current form for a decade
and it is timely to review the way things are done. Industry told
us one size definitely does not fit all in terms of assessments and
we're acting on that to deliver greater value to licence holders,
travellers and shareholders," said David Wilks.
Industry groups involved in the research and initial
consultation process have voiced their support for the changes.
Tourism Industry Association Chief Executive Tim Cossar said the
changes will keep the quality assurance scheme relevant. "Like any
other business, quality systems need to adapt and respond to market
needs. These changes will ensure Qualmark stays relevant to
tourism operators and meaningful to travellers."
Motel Association Chief Executive Michael Baines said he expects
positive outcomes from the review and believes the changes will add
significant value. "We're delighted that Qualmark has listened to
the Motel Association, and pleased with the direction it has chosen
to take," he said last week.
The "Qualmark Green" Enviro awards system is one area where most
parties agreed there was room for improvement in processes. With
all 2,300 licence holders now assessed on their level of
sustainability, David Wilks said the process could be more
straightforward in future.
The quality mark itself has been another aspect under review.
Qualmark will be looking to differentiate the symbol according to
accommodation type and clearly demonstrate that it lends official
status to the businesses which carry it.
"I'd like to personally thank the many licence holders and
tourism organisations who've collaborated so closely with us," said
David Wilks. "We lok forward to talking further as we determine the
specifics and deliver on the initiatives industry has
proposed."