We created the Digital Worthiness concept because we believe digital is essential for the customer experience at all stages of their consumer journey.
The STAR rating traditionally used across industries indicates the quality of the product or service that customers can expect. But it does not reflect investments already made by businesses to align with the digital needs of today’s customers.
We felt a strong need to provide customers with an alternative way to choose the properties that answer their digital needs as these become more important to their everyday lives.
Even fifty years after the birth of the internet, no rating scale measures digital worthiness. With this in mind, we created the AT rating system.
Our professional questionnaire assesses how properties use digital and social media in the service of welcoming guests throughout their journey.
We’ve built this globally recognized system. We will continue to be committed to the highest level of independence and transparency to give customers the information they need to choose a digital-worthy property.