Kenya’s nationwide classification exercise for tourism facilities, services and hospitality establishments, starting in February 2025, will enhance the overall standards of the country’s sector.
The comprehensive assessment – which last took place in 2018 – is undertaken by the Tourism Regulatory Authority (TRA) to ensure that sector stakeholders conform to best practice and to give travellers a clear understanding of the services, amenities and overall experiences they can expect when visiting.
The TRA uses the East African Community (EAC) Classification System, which is mandatory in Kenya, to classify and grade tourism businesses.
As a precursor to the full classification exercise, an accreditation process is currently under way. According to TRA DG, Norbert Talam, accreditation has been completed for hospitality establishments, covering 5 000 beds.
"All operators must adhere to specified provisions to guarantee that we offer our visitors the highest quality standards. Action will be taken against those operating illegally,” said Talam.
Adopted in 2009, the EAC’s Common Classification Criteria classify accommodation across six categories: town hotels; vacation hotels; lodges; tented camps; motels and villas, cottages and serviced apartments, grading establishments on a one- to five-star rating scale.
Kenya is currently home to 215 star-rated establishments, equating to 22% of the 906 rated establishments in the EAC.
Kenya Coast Tourism Association Chairperson Victor Shitake said the classification would be valuable for enhancing quality standards and assessing pricing strategies.
“The international criteria of the audit will help Kenya to gauge where it stands in comparison to other destinations and give domestic, regional and international travellers confidence in the destination. The grading and classification will assist hoteliers with their pricing, as the ratings play a major role in determining room prices. It will also motivate establishments to improve their overall quality to achieve the rating they desire,” said Shitake.
He added that the ratings would act as a supplementary mark of quality over and above online reviews on social media, OTAs and other online platforms such as Google Maps and TripAdvisor.
“These platforms have brought a new dimension to interactive guest feedback and, together with the official classification, are helping to keep hotels on their toes when it comes to service.”
Dealing with ‘generous ratings’
Havar Bauck, Founder of leading hotel e-commerce and digital marketing company Hotel Online, said current star ratings for hotels tended to be “generous”.
“The price/quality ratio is worse in Kenya than in most European, Middle Eastern, and Asian destinations. This can be quite disappointing for international travellers who expect four- or five-star, and yet get a three- or four-star experience.”
He stressed that bringing star ratings in line with global standards would positively influence overall perceptions of Kenya as a tourist destination.
“Reliable classifications help increase trust, which is key for the image of any tourist destination.”
