Proceso de calidad turística en España Alberto Martínez Villa

1. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE ASTURIAS

2. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Standarisation and evolution in the field of spanish hotels Standardization and Evolution in the field of Spanish Hotels Alberto MARTÍNEZ Presidente ICTE Asturias y Presidente Unión Hotelera del Principado de Asturias

4. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Premises Antecedents: Beginning 1990 Diminution of competitive advantages of tourist companies Define new strategies: Differentiation of the product 1994: Sector Diagnosis in Puerto de la Cruz 1. Evolution towards UNE 1. Evolution towards UNE

12. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Phase II 1. Evolution towards UNE Characteristics of the Standard of APD: From application to tourist hotels and apartments up to 30 rooms. Flexible requirements of the standard of Hotels and Tourist Apartments Reduction of the time of audit and therefore of the cost

13. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Phase III Creation of Standards: Creación de Normas U (na) N (orma) E (spañola) of Tourist Quality : Process: UNE 182001: Hotels and Tourist Apartments (first UNE Tourist Quality) 1. Evolution towards UNE

14. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Phase III Creation of Technical Committees Of Standardisation CTN Creation of Standards UNE Standards UNE 1. Evolution towards UNE Exhibition Discussion Approval Consensus

15. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 1. Evolution towards UNE CEN ISO AENOR CTN 167 Restoration CTN 182 Lodgings CTN 183 A. Rural CTN 184 Camping CTN 185 Timeshare CTN 186 Spa CTN 187 Tourist environment CTN 188 Leisure and active tourism CTN 189 Mediation GET 6 Diving GET 8 Abroad Travelling for study foreign languages TC 329 WG 1 Lodging Terminology WG 2 Terminology travel agencies and operators WG 3 Diving WG 4 Travels WG 5 Guides TC 228 WG 1 Diving WG 2 Spas

16. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Present Situation of the Standards: UNE 182001: 2005 Hotels and Tourist Apartments UNE 167000: 2006 Services of restoration UNE 188002: Stations of ski and mountain UNE 189001: Tourist service of mediation UNE 183001: Rural lodgings Standard of Quality for APD Standard of Quality for Camping Standard of Quality for Spa Standard of Quality for Convention Bureaux Standard of Quality for protected natural places Standard of Quality for coaches for tourism 1. Evolution towards UNE

17. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Present Situation of the Standards(cont.) Standard of Quality for Tourist information offices Standard of Quality for Tourist information offices for municipality character Standard of Quality for Conventions Centre Standard of Quality for beaches Standard of Quality for Time Shares Draft of Drawings of Golf Courses 1. Evolution towards UNE

19. ICTE Asturias Reference1995 Puerto de La Cruz Standard ICHE 1998 Resorts City Hotels Standard ICTE 2000 Hotels and Tourist Lodgings UNE 182001:2005 Hotels and Turist Lodgings UNE 182001:2008 Hotels and Tourist Lodgings ISO. Hotels Phase I Phase II PhaseIII Phase IV Future

21. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 2.1 Benefits of SCTE 2.2 Principle Governing 2.3 Characteristics 2.4 Mission and Function of ICTE 2. Sistema de Calidad Turístico Español (SCTE) 2 . Sistema de Calidad Turístico Español

25. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 2 . Sistema de Calidad Turístico Español Wrong Management To which point can we lower quality to lower costs Worse service to lower cost Lost of clients Uncertain survival Right Management How can we increase quality to reduce costs Better service to lower cost Gain business Assured survival Implementation Q of quality

26. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 2.2 Governing Principle 2 . Sistema de Calidad Turístico Español Volunteer Auto-regulated Sectorial character Well known and Prestigious Brand Profitable Adaptable Flexible Compatible stars

28. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 2.3 Characteristics (cont.) 2. Sistema de Calidad Turístico Español Objective: do it well the ‘first time’, establishing: Systems: Systems that act before failure occurs. If failure has happened: Establish a system of co-governing Actions that prevents its repetition. The securing of the Quality leans more in the techniques of Prevention than in the verifications, and requires the implication of the Direction and all the departments of the Company.

29. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 2. 4. Mission and Duties of ICTE 2. Sistema de Calidad Turístico Español MISSION Guard for the adjustment of common objectives of different tourist sub-sectors, allowing a saving of efforts and reinforcing the coherence of the system, facilitating credibility and promotion of Tourism quality of the Spanish Brand.

30. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias FUNCTIONS of ICTE: Standardization : Participating in the elaboration of sub-sectorial Standards through Standard Technical Committees (CTN) Registration : Evaluation of Audit Reports through the Technical Committees of Registration (CTC) Formation : auditors, coordinators, staff responsible for hotels quality Implementation : by means of agreements of collaboration with entities of the ICTE Advertising: by means of agreements with the Secretary of Tourism, Taking part in fairs, exhibitions, newspaper adds, TV,… 2. Sistema de Calidad Turístico Español

31. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Process of obtaining “Q” 3. Proceso de obtención de la Q 3.1 Adhesion to ICTE 3.2 Implementation of UNE 182001 3.3 Evaluation Mechanisms 3.4 Registration Committee 3.5 Results

34. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.2.1 Structure of the Standard UNE 182001 Reception Supply Maintenance Cleaning Restoration Events Management General Requirement Quality Policy and objectives Quality Management responsibilities Quality System Human Resources Management Organization and coordination Commercialization of the additional services and services Management of adverse quality conditions General Security System Environmental Management General Requirement Cleaning and room hyg. /apts. and bathrooms Replacement of amenities Common Zones cleaning and hygiene Cleaning and desinfec. of. sanit serv. Linen and towel Laundry Customer Garment laundry General requirements Breakfast Restaurant menu Restaurant Buffet Restaurant á la carte Cafe and snack bar Musical Bar. Lounge bar Room service Picnic Kitchen and food elaboration General requirements Meeting Banquet Exhibitions Other eve Generals Requirements External supplying Storage Internal supplying Subcontracting General Requirements Reserves Porter’s lodge service Service of luggage and bellboys Welcome and arrangement Attention continued to the client Check-out and billing Telephone Security General requirements Room and apartment equipment Air conditioned and heating System Elevators and freight elevator Emergency System Common zones equipment Cleaning, laundry facilities Electric facilities Outer facilities Other facilities Entertainment General Requirements Schedule/leisure activities Equipment

35. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q Specific Structure Object : It defines objectives and intentions of the corresponding Standard. Scope : It specifies concrete services and scopes of the establishment Responsibilities : For each task or activity related to services , different responsibilities from execution and supervision are defined. Service Requirements: They determine all those conditions, requirements or similar that establishments in each one of the services that are regulated must fulfil

36. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q Specific Structure (cont ) Control mechanisms : activities of internal control that must develop the responsible of respective services are specified . Annexes : They include complementary aspects to previously indicated.

37. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.2.2 Requirements Requirements defined by the Standard, according to their nature, can be: Of management : essential mechanisms to assure the quality of services . They are common for any type of establishment and the Standard forces the businessman to define the system of management . E.g.. System of Complaints and Suggestions Of service : Processes and service characteristics of each one of the establishments . In this case requirements differentiated based on the type and category of the hotel are consider. e.g.: “timetable of service of restoration"

38. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.2.2 Requisirment (cont.) Of measurement : It is possible to express objectively by means of measurable parameters . In these cases, standards of service quality indicate the parameter of measurement and the value considered minimum level of benefit. e.g.:”Reception 24 hours in hotels" Of appreciation : there is not possible to express or value objectively, but by means appreciation, which makes the evaluation of its quality level. Standards indicate the criteria of appreciation and the scale of corresponding valuation, it can be different based on the type and category of the establishment . In some cases, values correspond to the customer perception. e.g..: "Cleaning rooms ”

39. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.2.3 Criticidades Variables of immediate and forced fulfillment They affect the basic necessities of customers, are considered essential in a "service of quality” . If these variables are not fulfilled in the defined minimum value in the moment of quality audit, this will imply the breach of conditions necessary to obtain the certification and concession of the Quality Brand.

40. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.2.3 Criticidades (Cont.) Variables of forced fulfilment (* *) The non-fulfillment of these variables in the defined minimum value in the moment of the quality audit, it will require that, in case of concession of the Quality Brand, these variables will have to reach the defined minimum value In a term no superior to the determined by the Committee of Certification after the concession of the Quality Brand .

41. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.2.2 Criticidades (Cont.) Variables of forced fulfilment in the mid-term or complementary (*) (Cont.) The establishment will have to demonstrate during the following audit that has taken measures to reach the minimum value Defined or at least indicate to the equipment auditor the anticipated term after their resolution, so that, at the moment of renovation of the Quality Brand, all these variables will have to reach the defined minimum value. Any precise exception will have to be authorized by the Committee of Certification of the ICTE.

42. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.3 Mechanisms of Evaluation Auto-evaluation (internal): it allows establishments Management appreciate the level of fulfillment with respect to the Standard of service quality Audit (external): it allows independent evaluation made by one or several auditors, in agreement with regulations that are developed for Quality Brand

43. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 3.3 Mechanism of Evaluation(cont .) Both mechanisms allow to verify the fulfillment of the Standards of service quality by means of a valuation scale which total points are distributed between the different services based on weighting criteria. The relative importance that grants the clients for their satisfaction , through different delivered services by the establishments , obliga a que en el Sistema de calidad hotelera se incluya un mecanismo de ponderación de las distintas modalidades de servicio prestado

46. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q “ Q” Obtaining Process Organizations Adhesion Training in Standard and quality tools Implementation of requirements gathered in UNE Audit Request Auditor team Selection Certification Audit Audit Report Committee of Certification : QUALITY BRAND Monitoring of Quality level maintenance Documentation of the establishment quality system Auto-evaluation

50. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias Structure of the Standard UNE 182001 4. Cambio y evolución Reception Supply Maintenance Cleaning Restoration Events Management General Requirement Quality Policy and objectives Quality Management responsibilities Quality System Human Resources Management Organization and coordination Commercialization of the additional services and services Management of adverse quality conditions General Security System Environmental Management General Requirement Cleaning and room hyg. /apts. and bathrooms Replacement of amenities Common Zones cleaning and hygiene Cleaning and desinfec. of. sanit serv. Linen and towel Laundry Customer Garment laundry General requirements Breakfast Restaurant menu Restaurant Buffet Restaurant á la carte Cafe and snack bar Musical Bar. Lounge bar Room service Picnic Kitchen and food elaboration General requirements Meeting Banquet Exhibitions Other eve Generals Requirements External supplying Storage Internal supplying Subcontracting General Requirements Reserves Porter’s lodge service Service of luggage and bellboys Welcome and arrangement Attention continued to the client Check-out and billing Telephone Security General requirements Room and apartment equipment Air conditioned and heating System Elevators and freight elevator Emergency System Common zones equipment Cleaning, laundry facilities Electric facilities Outer facilities Other facilities Entertainment General Requirements Schedule/leisure activities Equipment

51. ICTE Instituto para la Calidad Turística Española Visión estratégica del Sistema de Calidad Turística Española >Madrid marzo 2002 ICTE Asturias 3. Proceso de obtención de la Q 4. Present Data: Results Certified Entities Asturias España Travel Agencies 24 1.159 Rural Lodgings 6 179 Small lodgings 17 49 Coaches for tourism - 3 Spa - 19 Camping 1 18 Golf Courses - Convention Bureau 6 Protected Natural Places 3 16 Stations of Ski - 12 Hotels and Tourist Apartments 18 445 Tourist information offices 6 32 Tourist information offices of municipality character 1 6 Conventions Centre - 5 Beaches 3 59 Restoration 20 104 Time Share - TOTAL 99 2.112

52. ICTE Asturias STRUCTURE of the STANDARD UNE 182001:2008 4. Change and evolution