Tourists in London encouraged to only trust accredited hotels

The London Development Agency (LDA) has launched a high-profile advertising campaign aimed at convincing visitors to the British capital to only book accommodation in approved hotels. The campaign is entitled “Get London Graded” and the goal is to convince an increasing number of hotels, bed & breakfasts and guesthouses in the London area to apply for accreditation. As part of this plan, the LDA is providing interested hotel owners and managers with free business counselling sessions, as well as with subventions of up to £400 per establishment. If all goes according to plan, the LDA estimates that within the next four years, 150 more hotels, hostels and B&B’s may seek accreditation. The fact that the London Olympics are set to take place in 2012 adds a degree of urgency to this campaign, as the number of tourists will likely multiply immediately ahead of and during the world’s most prominent international sporting event.
VisitLondon’s chief executive, James Bidwell, described the LDA accreditation as a “stamp of approval.” Bidwell also noted that this form of accreditation provides hotels with an important “competitive edge.”

London’s reputation as a developed hub of international tourism hinges on the availability of quality hotels. Yet in recent years many tourists and politicians alike—including some government ministers—have publicly chastised the British capital’s selection of hotels, arguing that there is a distinct lack of quality. Accredited establishments, however, often take offence, noting that small, unaccredited guesthouses and hotels—with little quality control—tend to sully the good name of reputable hotels.