VisitEngland Launches Star Rating Scheme for Motorway Service Areas

25 August 2011: VisitEngland, today announces the results of a new star rating scheme for motorway service areas (MSAs) around the country, revealing 86% to be three star and above.

As the national tourist board, Visit England is committed to ensure that the highest possible level of standards is available to the many millions of tourists travelling the length and breadth of England.  Attractions and accommodation are of course the focus for the national drive for quality. Motorway service areas are, however, a key part of the journey many visitors to England make to reach their end destination, and as such contribute significantly to the visitor experience.  It is important, therefore, that the welcome visitors receive, and the quality of services on offer at these key focal points adds to, and does not detract from the visitor’s overall holiday experience.

Working with the Highways Agency and the five main operators of motorway service areas  – Moto, Welcome Break, Roadchef, Extra and Westmorland -  VisitEngland conducted four waves of assessments and awarded the 71 participating MSAs with their appropriate star rating.

Using consumer research, criteria were set that would assess areas that consumers had indicated as important to them when using MSAs.  Areas of particular importance highlighted in the research and included within the assessment process are:  the range of food on offer and its overall presentation; the cleanliness, both overall and in particular the toilets; service and general attitude of staff and the types of products sold in the retail outlets.

THE TOP PERFORMING AREAS

James Berresford VisitEngland’s Chief Executive commented:

“Motorway service areas form an important part of the journey many visitors to England take to reach their end destination and as such contribute to the visitor economy of this country.  It is important, therefore, that the welcome visitors receive, and the quality of services on offer at motorway service areas adds to the visitor’s overall holiday experience.”

Roads Minister, Mike Penning said:

“I fully support the introduction of the Quality Award Scheme. An independent and voluntary star rating scheme that informs road users of the quality of service at roadside facilities will improve choice for all road users, and will encourage drivers to take frequent breaks on long journeys.

“Motorway service areas help to keep drivers and passengers safe by providing a place to rest and refuel so I want to make sure they provide the best possible service. That is why I am investigating how we can reduce regulation, increase competition and improve the quality of service areas.”

The team of independent assessors will visit each of the motorway service areas annually.  Each site will receive three full visits and three face to face de-briefs with the onsite management team.