Australia, New Zealand & the South Pacific - Is the Qualmark seal of approval worth anything?

For New Zealand tourism, is the Qualmark site (http://www.qualmark.co.nz/) worth anything or is it just a marketing organization?

IIRC it is supposed to be independent. Just be aware * ratings in NZ (and Australia) tend to be lower than those used in north america and europe - ie 3 star is okay hotel and very nice motel, and 4 star hotel can be very nice.