AA launches COVID CONFIDENT scheme to support hospitality sector

The AA has announced that it is launching a new COVID CONFIDENT assessment scheme to support the hospitality industry in re-establishing and rebuilding consumer confidence as the UK prepares to come out of lockdown, with each nation working towards a reopening date, the first being England on 4th July.

The AA COVID CONFIDENT scheme is open to all hospitality establishments that pass the AA’s stringent criteria, including: hotels; restaurants; pubs; B&Bs and guest accommodation; camping, glamping and holiday parks; self-catering accommodation; hostels; serviced apartments; attractions; and golf courses. The scheme is free to establishments, with applicants encouraged to make a donation to Hospitality Action here under the option “AA COVID-19 Accreditation”.

To be eligible for the AA COVID CONFIDENT scheme, establishments can apply via https://www.ratedtrips.com/aa-covid-confident and must meet the AA’s criteria, including:

  • Supplying a risk assessment
  • Being able to provide clear evidence that relevant procedures and measures are in place, and that staff training has taken place
  • Completion of an online self-assessment and sign up to the COVID Confident Charter, a code of conduct that will include a commitment to continuing to update procedures and measures as guidelines change, and to submitting to future audits as required

The AA will be providing all those awarded a COVID CONFIDENT mark with regular updates on the latest Government guidelines, Health & Safety Executive Guidelines, and best practice.

Establishments with an AA COVID CONFIDENT mark will be listed on the AA’s consumer facing RatedTrips.com website, making accredited businesses easy for customers to find.

Our Chair, Petra Clayton, commented:

“As hotels and marketers across the UK prepare for properties to re-open, we have been challenged by having to balance informative safety guidance and reassurance with clever campaigns and regular communication to encourage consumers to start booking.  We welcome the support of credible and far reaching organisations such as the AA who can promote and reassure UK travellers so we can start realising stronger revenues again and start populating our British destinations and attractions.”

The scheme is open to all hospitality establishments. However, any establishment serving food will need to hold a food hygiene score of three and above to be eligible.

The AA has been trusted by the public as a source of hospitality ratings and recommendations, and by the industry as a benchmark for quality, for over 112 years. RatedTrips.com lists over 12,000 AA and VisitEngland rated and recommended hotels, restaurants, pubs, B&Bs, self-catering cottages, caravan and campsites, and beyond, as well as offering travel inspiration via city guides, recommended things to do, information on local attractions, ideas for days out, and suggested places to visit.