The new-look Qualmark star rating logo for hotels.
Star-rated holiday parks and backpackers will have
identical logos, with the category title changed to match.
Visitor transport, visitor activity and visitor service
categories will have identical logos, minus the star
rating. The Enviro Award logo for gold, silver and bronze
will look similar, but with a metallic green background
instead of silver. Photo supplied.
Qualmark will post its new branding to all 116 licence
holders in Queenstown from this week, in a response to
dissatisfaction about the old logos from many licence holders
nationwide.
New Zealand tourism's official quality agency found licence
holders thought the previous branding made it difficult to
distinguish between the sectors. The old logos were not
immediately recognisable by travellers and did not clearly
identify Qualmark as the official stamp of quality assurance.
The sector or endorsement text stands out clearly on the new
logo. For accommodation, the star rating appears next, which
indicates the quality of the business.
General manager Paula McCallum, of Auckland, said all sectors
were then supported by Qualmark's silver fern. The background
colour of silver was chosen to be in keeping with the agency
and its licence holders' "New Zealandness".
The Enviro Award has also been revamped with a metallic green
background. The grading, either gold, silver or bronze, is
now highlighted underneath.
Ms McCallum said Qualmark hoped the changeover would be
complete by this time next year and called on the industry to
embrace the new look. Qualmark offered discounts to operators
who wished to make the switch now and who could download the
logos from its website.
The 116 licence holders in Queenstown include 41 activities,
28 self-contained accommodation providers, 18 hotels, 14
guest and hosted accommodation providers, eight transport
operators, four backpacker hostels, two holiday parks and one
"exclusive" luxury hotel.
A pair of Qualmark assessors cover accommodation and
endorsements in the lower South Island.
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