CAP insights

Press Release: CAP Worldwide - Global Accreditation

CAP Worldwide supports accreditors and assessors globally and calls for operators to wear their accreditation and assessment badges with pride - helping agents and bookers to identify the safest, most secure and sustainable options for corporate buyers and their end users

Richmond London - 15 November 2019 -11.00am Today, Jo Layton, Director of CAP Worldwide, and her team of serviced apartment and extended-stay experts are tabling the need for ‘a new consistent global approach to accreditation for serviced apartments and corporate accommodation alternatives’.

16 years ago, Jo Layton, as one of the founding members of ASAP (the Association of Serviced Apartment Providers), spearheaded the introduction of accreditation and assessments into the corporate housing and serviced apartment communities. Her passion and commitment, after working in hospitality for 15 years with Marriott International and IHG, drove her, along with fellow founding members including Lorna Keen to create the first Serviced Apartment Accreditation Scheme with Quality in Tourism (QT) - the assessment arm of Visit Britain.

Layton says ‘As professionals in the extended stay market, agents are expected to provide access to ‘safe and secure, clean and legal’ accommodation every day, some of which have been externally accredited and some personally accredited by the internal supply management teams of the agents.

At CAP, we’ve turned ‘being concerned’ about health, safety, security and environmental matters into ‘a commitment’ to ask the industry to come together and agnostically drive forward global external accreditation processes, whether through associations, independent companies, tourist boards or government ministries. This will ensure the best outcome for the corporate buyers and end-users.

Deborah Heather, Director at Quality in Tourism (which assesses properties under SCL™, quality star rating schemes designed to recognise innovation and agency accreditation) said “Over the last few years, industry standards have eroded for a number of reasons including the pure speed of innovation and industry growth alongside accreditation processes based on standards that are prescriptive and way out of date, a system that at best isn’t transparent and at worst represent a conflict of interest; unfortunately the guest is the one to suffer”.

“Quality in Tourism (QT), is now an independent hospitality accreditation body, and the Primary Authority in the UK for Tourism, (a BEIS initiative approved by the Secretary of State). Primary Authority covers Environmental Health, Fire Safety and Trading Standards underpinning the Safe, Clean and Legal™ (SCL™) QT scheme. QT have also recently launched a White Paper examining why accreditation is so important from the consumer perspective”

Andrew Hopgood, fellow Director of CAP Worldwide says ‘Our goal is to enable our clients to confidently book high quality, fairly priced and accredited accommodation, and we wholeheartedly believe in making assessments affordable and accessible to operators of all sizes to continuously raise standards across our industry.

Layton adds ‘The current apartment and accommodation landscape is full of booking agents (both online and offline) who are trying to personally accredit products that may have already been accredited by an independent assessor – there is a huge amount of demystification that needs to happen in our industry with regards to clarity around this subject.

We believe there needs to be a coming together of the major (and minor) assessment companies, under an accepted assessment umbrella to agree a ‘global minimum standard of entry’ for providing serviced apartments, corporate housing or alternative accommodation to the global buying communities. This minimum standard should be shared openly with all stakeholders - including the operators, buyers and agents - to ensure that the minimum benchmark for entry is fully known, understood and accessible to all.

Layton continues ‘If this is not achievable by the assessment companies working together, then we would suggest that the local, regional and global industry accommodation associations create a central agnostic database or panel of recognised assessment and accreditation providers with trusted and trained assessors that they are confident to refer the operators to. I am happy to personally host or chair a meeting of the core assessors to start this process.

Asked if CAP Worldwide had considered creating their own programme she responded ‘Yes, we had considered creating a CAPSafe programme but we and our advisors believe that it should be the experts in the field completing this activity. We therefore took the decision that we will continue to commit to ensuring the products we book into, if not independently assessed, are CAPVerified. This ensures we remain agnostic and also ensures no conflict of interest in this arena. CAPTURE (our digital eco-system) will also record independently accredited properties in our CAPStore.

Layton believes that choosing just one assessment provider for the whole industry restricts the industry’s growth in this incredibly important area of providing safe accommodation to all stakeholders. She asks that the operators that have been successfully assessed by a recognised body, wear their assessment badge openly to help to create increased confidence in the industry.

Deborah Heather asks “How long will it be until corporate companies will be insisting on a truly independent accreditation to protect their teams? We are proud to offer a modern and fit for purpose accreditation scheme it’s what owners, customers and industry needs.”

Clare Ace, Brand Engagement Director for CAP Worldwide adds ‘At CAP, we believe that operators providing a safe and secure, clean and legal apartment is the entry point to the industry. Our goal is to support every brand partner and operator, no matter their size, to achieve this status through recognised and trusted assessors’.

For more information or to join the debate please contact jo.layton@capww.com

About CAP Worldwide Serviced Apartments

In March 2019, the CAP Worldwide Serviced Apartments concept was designed, the inspiration of Jo Layton and Andrew Hopgood supported by Liz Warnes. The first goal was to quickly bring together a selection of the most respected industry professionals that held the same principles and aspiration to deliver something different to the buying community.

The second goal was to bring together accredited and assessed brand partners to service the extended stay requirements of some of the most experienced buyers globally.

Our CAPTURE digital eco-system ensures that we continue to drive a blend of great people with current technology.

In the last 20 years, the team members of CAP have built excellent reputations as being diverse, creative, inclusive, agile and honest. CAP is fast becoming the agent of choice for corporates, travel management companies and relocation companies and is leading the industry in spear heading continuous thought leadership that helps to create sustainable accommodation programmes for all. www.capww.com

About Quality in Tourism

Quality in Tourism carries out assessments of hotels, guest houses, B&B’s, self-catering accommodation as well as home stays and apartments across the UK. They have a field force of experienced assessors and a highly dedicated in-house team.

The assessment team each visit hundreds of businesses every year and are able to provide practical help and support to help a business to grow, share ideas on how to increase bookings and profitability plus offer insights into changing customer perceptions and market trends.

For more information on any of the schemes offered by Quality in Tourism visit the website www.qualityintourism.com

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