Launch of quality product

A rating system to help to set standards in the marine charter industry is on the horizon, writes ROBIN BAILEY.

Spurred by some inadequacies that became evident during the America's Cup campaign, the marine charter industry is working to improve its act.

The New Zealand Marine Transport Association has commissioned Qualmark to develop a rating system for seagoing sectors of the tourism industry like that used by the Automobile Association and Tourism New Zealand to grade hotels and motels.

NZMTA national secretary Richard Perkins puts his members' place in the tourism sector in perspective: "The Restricted Limits Shipping Industry, which encompasses charter vessels, sport fishing operators, ferries, and other specialist services, carry more fare-paying passengers than our internal airlines," he says.

"This presents real problems which must be addressed. Our industry needs a quality standard that can be readily identifiable to clients, industry commentators such as travel writers, booking agents and the tourism industry as a whole."

Perkins says CharterMark will ensure clients get the quality of service they expect.

The project is due to be launched at the annual conference of the NZMTA in Picton from July 23 to 26.

Assessing the industry and setting the standard has been the job of Qualmark New Zealand Ltd, which was set up in 1994 to provide an independent endorsement of products and services so that travellers could make informed choices about where to stay and what to do.

Qualmark chief executive Fiona Luhrs took up the job in August 1999 after four years with TranzRail as general manager of Trans Scenic.

Her brief was to expand Qualmark's accreditation activities to non-accommodation sectors of the tourism industry such as adventure tourism and transport.

"The generic standards common to all tourism enterprises include areas such as business skills and practices, customer service delivery, environmental management, staff training, cultural management, health and safety and other regulatory requirements," Ms Luhrs says.

"Sector specific modules are at final draft stage for sea kayaking, horse trekking, all terrain vehicles, eco tourism, hiking/trekking and adventure biking.

"Final drafts are with the jet-boating and rafting sectors."

Ms Luhrs says the draft tourism industry strategy introduced last month by the Minister of Tourism, Mark Burton, recommends that Qualmark, in conjunction with tourism operators, develops and implements a national tourism quality brand, sector standards and a national accreditation system for tourism.

She says: "The exercise we are undertaking for charter boat operators includes a mix of most of the disciplines that apply everywhere else, plus attention to the hospitality/accommodation focus of many tourism charter experiences."

Ms Luhrs says Qualmark has been working closely with Richard Perkins and a range of charter operators to establish a five-star grading system.

"We are adapting and simplifying our motel grading system for this purpose.

"What we assess will complement, not duplicate, the health and safety monitoring role of the Maritime Safety Authority. The intention is to have it up and running for the 2001/02 summer and properly bedded down before the next America's Cup defence."

Perkins says it has taken the industry a long time to get the system under way.

"While we have been working hard to get in place a quality accreditation system that will work for all sectors of the industry, we accept there may be some small glitches," he says.

"However, we are confident these will quickly be ironed out.

"Because more and more operators are marketing their businesses internationally, as well as to the discerning local market, a quality accreditation programme is long overdue."