Hospitality Assurred Hospitality Assured is The Standard for Service and Business Excellence in the hospitality industry. The standard has been endorsed by the British Quality Foundation and Quality Scotland Foundation as meeting the criteria in the EFQM Business Excellence Model. The Business Excellence Model is widely acknowledged in all industries throughout the world as reflecting best practice. Hospitality Assured (HA) is therefore a world class standard - we are not aware of any other standard in hospitality with this recognition.