The following framework provides an indicative representation of the Qualmark Sustainable Tourism Business Award criteria.
The phrases are not literal statements or absolute requirements of what needs to be in place to achieve a Qualmark Sustainability Award. More so they represent a progression of what processes, products, and experiences a business can demonstrate.
We recognise that each business is unique.
Please use this framework as a guide to assist understanding of what a Qualmark Tourism Business Advisor will be looking for when conducting an evaluation and how this relates to the achievement of a Gold, Silver or Bronze Award.
There are four key areas we look at:
Economic
Operations Manual/ Standard Operating Procedures are:
IN PLACE
A basic document that covers key aspects of the business
ACTIVELY REFERENCED
Available to and used by staff regularly, it is a critical document and the reference tool for all business practices. Documents are regularly updated
PROACTIVELY MANAGED
A living and working document and reference point of the business. Sufficient detail allows an outsider to effectively run all aspects of the business
Marketing Plan includes:
A BASIC PLAN
Covering the key markets and initiatives and demonstrates a basic understanding of the business’s customer base
STRATEGIES & TARGETS
A plan that identifies immediate and future markets; and incorporates strategies and performance milestones
RESEARCH & VISION
Advertising, promotions, channel management, brand development and pricing strategies all form part of an integrated and complex marketing plan with a clear link to company vision
Reservations & Payments:
ARE SAFE & SECURE
A robust system is in place that ensure the confidentiality and security of customer information
IN REAL TIME
Expected functions such as real time confirmation and device recognition are in place; with utilisation of channel management options
INCLUDES PERSONAL TOUCHES
Additional customer delights are incorporated. Previous customers are acknowledged and preferences catered for
Business Information is:
ACCURATE
All collateral is up to date and accurate
ACROSS MULTIPLE CHANNELS & DEVICES
The business profile is actively managed across multiple channels and devices
MAXIMISING OPPORTUNITIES
Maximum profile is maintained on www.newzealand.com; along with a strategic social/online/collateral programme
Business Planning includes:
SHORT TERM ACTIONS
Key aspects and thoughts can be referenced or articulated regarding the business direction
MEDIUM TERM STRATEGIES
Medium term targets and measures, with allocated responsibilities
LONG TERM VISION
Long term vision, goals, forecasting and strategic plans are in place, with regular reviews
Asset Register/Maintenance Plan is:
REACTIVE
Main assets are recognised. Maintenance/repairs are reactive
MANAGED
A plan of maintenance is in place with consideration given to how seasonality impacts the business
PREVENTATIVE
All assets are recognised with a preventative maintenance programme and obsolescence strategy
Social & People
Job Management includes:
LEGAL REQUIREMENTS
All employment procedures and requirements are legal and current
STAFF APPRAISAL
Staff are actively appraised and recognised
MEASUREMENT
Business metrics and KPI’s are extensively used to assist and improve process, recruitment, and staff management
Service Standards & Product Knowledge ensure staff:
HAVE CLEAR EXPECTATIONS
Clear expectations are in place for staff when dealing with customers
ARE EMPOWERED
Service delivery staff are empowered and encouraged to put things right
FORM A CUSTOMER CULTURE
The business can demonstrate how it shares customer feedback with staff, and how analysis leads to an improved customer experience and internal customer centric culture
Staff Training:
INCLUDES THE BASICS
Relevant training is in place to a minimal standard
IS ONGOING AND RECORDED
On-going training and updates are provided
INCLUDES QUALIFICATIONS
Training and qualifications are actively promoted as a key aspect of the operating model. This is clearly demonstrated to all staff and customers
Customer Feedback is:
RECEIVED AND RESPONDED TO
The business has the ability to collect feedback and respond
MONITORED AND IMPROVEMENTS MADE
Multiple sources of feedback are actively monitored
USED TO CREATE A FEEDBACK CULTURE
Feedback collection and analysis forms an integral part of the business strategy
Team Culture is:
RECOGNISED
The business recognises the value of engaged staff
ENCOURAGED
Positive behaviour and company culture is actively fostered
COHESIVE
Strong and proactive leadership underpins a cohesive team culture
Community Engagement / Social Licence is:
ENGAGING
A conscious effort is made to give back to the community
ENCOURAGING
Staff are actively encouraged to become involved in community activities and initiatives
ONE OF LEADERSHIP
The business is recognised as of value to the community and wider industry peers
Industry Engagement is:
ONE OF AWARENESS
The business is aware of local industry groups and associations
ACTIVE
The business is actively engaged with industry groups and associations
ONE OF LEADERSHIP
The business is recognised by peers as taking a leadership role
Environment & Culture
Energy and Resource, the business is:
AWARE
Aware of all resources used to operate, with some understanding of usage is demonstrated
MONITORING
Usage is actively monitored and initiatives are in place to reduce these
FUTURE PROOFING
A clear culture of reducing usage is evident. Alternate and more efficient ways of reducing energy in are being actively pursued
Discharge & waste, the business is:
AWARE
All discharge and waste streams caused through the operation of the business can be shown
MONITORING
Discharge and waste are being active monitored and measures are in place to mitigate/reduce
FUTURE PROOFING
A clear culture of reducing discharge and waste is evident. Alternate and more efficient ways of reducing energy out are being actively pursued
Customer Engagement / Involvement:
MAKE AWARE
Through various channels a customer can gain an understanding of what the environmental stance and/or actions undertaken are
PROMOTION
The environmental stance/initiatives/culture is actively promoted to customers
ACTIVELY ENGAGED
The business actively encourages participation in its environmental stance/initiatives/culture to customers
Staff Engagement / Involvement:
MAKE AWARE
All staff have an understanding of what the environmental stance and/or actions undertaken
PROMOTION
The environmental stance/initiatives/culture is actively promoted to staff
ACTIVELY ENGAGED
The business actively encourages participation in its environmental stance/initiatives/culture to staff
Investment & Enhancement of Operating Environment:
AWARENESS
Awareness of the business’s impact on the environmental surroundings is evident
EMBEDDED VALUES
Actions for enhancing the surrounding environment can be demonstrated
KAITIAKITANGA
Kaitiakitanga is fully embraced as a business fundamental
Hosting other Cultures:
AWARENESS
The business is aware of different cultural expectations within their target market
ACTIONS
Actions can be demonstrated, such as staff training and systems to cater for various cultures
EXCEED EXPECTATIONS
Cultural idiosyncrasies are fully appreciated. Pre-emptive actions can be demonstrated.
Cultural Interpretations & Integration:
CULTURAL EMPATHY
The business is aware of and empathetic towards relevant historic and New Zealand cultural aspects
CULTURAL INTERPRETATION
Active steps to ensure authenticity in interpretation have been taken
CULTURAL CONNECTIONS
Cultural experiences and considerations are an integral part of the customer offering
Embracing Manaakitanga:
UNDERSTANDING
An understanding of the concept of Manaakitanga can be demonstrated
EMPOWERING
The business can show key actions that it has taken to ensure that staff are empowered to deliver Manaakitanga
EMBRACING
The business can demonstrate a clear culture and value of Manaakitanga throughout their experiences
Health, Safety & Wellness
Reporting & Recording ensures staff:
ARE AWARE
All staff are aware of the need for good Health & Safety practices
ARE ACTIVE
All staff play an active role in reporting and monitoring Health & Safety concerns/issues/events
FORM A SAFETY CULTURE
The business has a clear safety culture amongst the staff. Health & Safety is a key element to operational delivery
Investigating & Improving ensures staff:
ARE AWARE
All staff are aware of the need for good Health & Safety practices
ARE ACTIVE
All staff play an active role in reviewing and improving Health & Safety concerns/issues/events
FORM A SAFETY CULTURE
The business is in constant review of Health & Safety practices using external audit, peer review and benchmarking
Staff Engagement, Participation & Training ensures staff:
ARE AWARE
All staff are aware of the need for good Health & Safety practices and issues
ARE ACTIVE
Staff are encouraged to play an active role in ensuring that they fully understand their roles and requirements regarding Health & Safety
FORM A SAFETY CULTURE
It can be demonstrated that all staff have a full understanding of their individual obligations and actions regarding Health & Safety. Staff take ownership and responsibility
Leadership:
TAKES RESPONSIBILITY
Business management take a lead role in ensuring that all staff understand their requirements regarding Health & Safety
TAKES ACTION
Business management walk the talk regarding Health & Safety in the business. They demonstrate a positive attitude to ensuring everyone remains safe
CREATES A SAFETY CULTURE
The business leaders reflect a strong safety culture. Health & Safety is a critical element of the business
Staff Wellness:
IS ACKNOWLEDGED
The business acknowledges that staff wellness is a factor of management
IS ACTIONED
Some actions are in place to support a staff wellness programme
CREATES A WELLNESS CULTURE
The business has a clear strategy and programme to fully support the staff
Sector Specific Criteria
Businesses will also be assessed against sector specific criteria. Whether you are a hotel, backpacker, kayak, bike or bus operator, there will be additional criteria that are relevant to our assessment of the experience you provide. Where there is an external regulator that governs health and safety in relation to the type of business you operate, e.g. adventure activities, we will expect you to have been audited by that regulator and met their standards.
Sustainable Tourism Business Awards & Star Ratings
Following an evaluation, a Qualmark business will receive a Bronze, Silver or Gold award based on their performance under the Sustainable Tourism Business Award Criteria.
Accommodation businesses will also receive an official star rating that denotes the quality of the facilities on offer.
Sustainable Tourism Business Award Criteria - what do the ratings mean?
Qualmark looks to recognise businesses that are delivering a holistically sustainable experience. Businesses are awarded a Bronze, Silver or Gold award depending on their performance against the Sustainable Tourism Business criterion.
Bronze Sustainable Tourism Business Award
To achieve a Bronze Award a tourism business must meet all Qualmark’s minimum standards contained in the Sustainable Tourism criteria. It identifies a business with a high level of professionalism, an awareness of the impact it has on the environment and a customer centric approach.
Silver Sustainable Tourism Business Award
A Silver Award is evidence of a sophisticated tourism business that consistently exceeds visitor expectations. Proactive leadership and management ensure that a culture of high performance is evident throughout the entire business. The business will have a real focus on continuously improving their economic, social and environmental performance to ensure the tourism product they deliver is a genuine, constantly improving sustainable experience.
Gold Sustainable Tourism Business Award
A Gold Award recognises the best sustainable tourism businesses in New Zealand, with the delivery of exceptional customer experiences an integral part of everything they do. A Gold Sustainable Tourism Award identifies those businesses leading the way in making the New Zealand tourism industry a world class sustainable visitor destination.
Star rating – used for accommodation only
1 Star
Facilities and service meets customers minimum requirements
2 Stars
Exceeds customers minimum requirements
3 Stars
Good to very good facilities and services
4 Stars
Consistently high quality levels of facilities and service
5 Stars
Facilities and services amongst the best on offer in New Zealand
About the quality mark
The Qualmark quality mark incorporates the official stylised fern - the brand of New Zealand. It's the same fern worn with pride by many of our sports teams. Within the tourism industry, you'll find this official fern associated with all of Tourism New Zealand's international promotional programmes, i-SITE visitor information centres and with quality assured tourism businesses that are part of the Qualmark licensing system. So for tourism, it demonstrates the commitment to provide the best possible experiences for domestic and international travellers.
To help travellers understand the breadth and depth of what Qualmark stands for, we have highlighted the three key pillars of our story
Light Footprint
An environmentally friendly and holistically sustainable experience
Safe & Sound
Where safe principles and practices are part of every experience
Warm Welcome
Where you will always find a genuine welcome and true New Zealand hospitality