Quality in Tourism

Quality in Tourism is a quality assessment service for the hospitality industry, providing star gradings for accommodation providers.

Until 2017, Quality in Tourism also delivered the official assessment service for VisitEngland, grading over 3,000 properties each year. apt was initially appointed on a temporary contract in October 2014, to support the in-house marketing team.

Due to the quality of service provided and the results obtained for the client, apt was appointed as a long-term partner for the brand and, as a result of internal team changes, are now used in lieu of an internal marketing team.

The initial partnership focused on day-to-day delivery of membership communications including a fortnightly email newsletter. Our responsibilities have since grown to encompass development and delivery of a marketing strategy, branding, pr, acquisition campaigns, member benefit development, design & print and much more.

Services used:

Strategy & Planning, Member Communications, Marketing campaigns, Website updates, Renewal & Retention, Social Media

Key results:

We write expert articles, expert blogs and social media content both for the brand and for the Director, in order to establish the authority of the brand and Deborah Heather. We achieved 96 articles in a year including 25 feature-length articles (average 2 per month), with a further 71 brand awareness mentions as part of longer articles. Features include The Guardian, The Sunday Times Travel, Hotel Owner Magazine, Caterer & Hotelkeeper, Big Hospitality, Which? and many more.

Overall, the client has had an uplift of 224% in website users in twelve months (8,300 vs 2,600), 204% uplift in page views (25,850 vs 8,500) and an average 1.5 minutes spent on the site.

We have also created new accreditation schemes, delivered member communications, reduced member lapse by 2% and increased the payments received by deadline by 18%.

Visit the Quality in Tourism website:


Client Status

Current Client


"I have never experienced working with a marketing & pr company the way that apt work, it is amazing to have a team who know as much about my business as I do and is able to contribute wholeheartedly to every aspect of the work, helping us to achieve really excellent results" Deborah Heather,  Director Quality in Tourism.

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