I have lately been put under intense pressure from Qualmark,
regarding their branding on my old brochures, because I withdrew from the
Qualmark programme about 12 months ago, and am no longer Qualmark
accredited. They have insisted that I remove these brochures from hotels, B&Bs, information desks etc., or replace
them with new ones without the logo.
(This hysteria was largely prompted by another wine
tour operator in Auckland who is fiercely competitive and obsessive).
I withdrew from Qualmark because they are basically an
accommodation rating agency, paper-based ‘tick the boxes’ assessment system
with little or no customer feedback.
Since the advent of TripAdvisor, Qualmark is redundant as far as tour guide rating, and I gather that a number of accommodation providers have seen the light and are also dropping out. Apart from the fact that they charge me around $750 a year for participation, I am assured by all my overseas clients that they do not have the faintest idea what Qualmark is.
Qualmark, in my opinion has utterly failed to promote itself effectively to inbound tourists as a QA brand.
Finally, I can assure you that Fine Wine Tours provides
tours of the highest quality despite opting out of Qualmark. I maintain the highest standards of industry practice - I am a certified passenger vehicle driver. I have $1,000,000 public liability insurance, I hold a St. Johns First Aid certificate etc.
This year Fine Wine Tours was awarded a Certificate of Excellence from TripAdvisor and rated as TripAdvisor’s Best Auckland Visitor Activity in June 2011
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