Thanks, but no thanks

A Bangkok travel agent discovers delivery of a golden plaque costs Euro 3,700.

Bangkok’s CBS Travel Asia Co Ltd has been designated to receive the ISAQ, or International Star Award for Quality, in the Gold category. The award will be presented at a ceremony at the InterContinental in Geneva Switzerland, 26 October.

According to the event organiser, Business Initiative Directions of Madrid, Spain, the awards are sponsored by 26 media publications (see www.imarpress.com) that are “focused on innovation, growing brands, technology, business news and finance.”

BID’s invitation for CBS Travel Asia to be honoured at this prestigious event was signed by CEO and president, Jose E. Prieto.

But CBS Travel Asia’s CEO, Chaladol Ussamarn, is not over the moon about the prospects of being honoured, even if it promises a prominent Gold star over his office door for two years.

It was the small print on the back of the PDF invitational letter that wiped the smile off Mr Chaladol’s face. Gold star quality recognition comes with a hefty price tag of Euro3,700, the payment demanded by BID to process participation in the ceremony.

So just what does a company like CBS Travel Asia get for a down payment of approximately Bt185,000?

Firstly, the CEO enjoys bed and breakfast for two nights at a Geneva hotel, not necessarily at the InterContinental, where the event will be held.

Then there is the awards fanfare that prompts a barrage of camera flashes as media from the sponsoring group perform on behalf of BID. Whether your photo session gets an airing in the press is anyone’s guess, but it will probably feature on the website www bid-star.com.

Finally, there is the honour that comes with touting the plaque around your office for two years, until BID reminds you that your golden moment has expired.

Apart from the award payment, the lucky winner has to foot the cost of flying to Europe, taxi fares and meals, so the bottom line cost is more likely to be in the region of Bt500,000.

“Thanks but no thanks” was the response from Mr Chaladol, who wrote in an email reply to Mr Prieto, “I am very happy that CBS Travel Asia has been advised to receive the Gold Category of International Star Award for Quality as per attached file. But unfortunately, you cannot make money from me.”

Mr Chaladol forwarded a copy of BID’s PDF documentation to TTR Weekly and stated: “I want my colleagues in travel agencies and hotels to be aware that BID, obviously a prestigious European media organisation, could be guilty of adopting tactics that might be interpreted as unethical in their enthusiasm to bestow awards and reap considerable revenue in the process.”

He questioned whether the tactics could contravene Europe’s tough consumer protection laws and warns colleagues to be wary of award schemes.

BID has been touting its awards for a number of years now. What is not so apparent is how many takers are there from this neck of the woods? Perhaps the recipients are too shy to say their gold plaque came with a hefty price tag.