Under its new Star Quality Grading Scheme, it is easy to see why the Wales Tourist Board chose Llangoed Hall, on the banks of the River Wye, as the first hotel on which to bestow five stars.
First impressions of the property are of a magnificent Edwardian country mansion which is not so much taking paying guests as inviting them to a house party. In fact, the proprietor, Sir Bernard Ashley, has gone to great pains to create such an ambience.
Guests are greeted in the car park by the porter who directs them straight to their rooms instead of the reception desk. This avoids spoiling the pretence that this is a country home rather than just a hotel.
Llangoed has just 23 bedrooms, including five suites. All are appropriately furnished in the best Laura Ashley has to offer, including plush sofas and chairs, four-poster beds in some, decanters of sherry, mineral water, a bowl of fruit, and even a selection of hardback books.
Downstairs there is similar elegance throughout the Great Hall, the library, the morning room and in the dining room where modern classical cuisine is served.
Indeed, Llangoed offers precisely the sort of luxury people are accustomed to expect from a five-star establishment – and yet the property merits only four stars under both the AA and the RAC grading schemes.
This is because, like the WTB’s old Crown system, the AA and the RAC judge a property according to the facilities it offers rather than the level of quality.
Llangoed loses marks under their schemes because it does not offer such things as a health centre, lifts and child facilities.
Chris Coleman, WTB’s head of trade and consumer relations, said the new grading scheme makes it easier for customers to understand what they are getting for their money.
“Our new grading scheme will simplify the process of booking accommodation in Wales by providing visitors with the information they want about levels of quality,” said Coleman.
“It gets rid of the confusion that existed with the Crown scheme, where visitors often believed that a higher crown rating meant a higher level of quality, which was not always the case.”
The WTB Star Quality Grading Scheme is identical to the one being launched in Scotland.
The only facilities establishments must provide to qualify for five stars are en-suite bathrooms, 24hr room service and a full restaurant service.
Coleman admitted that this has meant properties that provide only a very limited range of facilities can qualify for a higher rating than they did under the old Crown system.
So far, nine properties out of a total of 1,638 inspected have been awarded the coveted five stars, including one guesthouse and two farms.
“But visitors will not be misled into believing that if a property has five-star rating it is similar to a five-star hotel in London,” said Coleman.
“In addition to the star rating, each establishment will have a designator that indicates the type of accommodation it is so visitors will know what to expect.”
These include hotel, inn, guesthouse, farm and lodge, which will feature on each property’s grading plaque.