Forbes Travel Guide

What Forbes Travel Guide does

Forbes Travel Guide is the only independent, global rating system for luxury hotels, restaurants, spas, and ocean cruise ships, operating under the legal entity The Five Star Travel Corporation. Founded in 1958 as Mobil Travel Guide and rebranded under a Forbes LLC license in 2009, the company employs 51-100 people across offices in the United States, London, Monaco, Miami, and Cognac, France. Its core product is the Five-Star rating system, awarded exclusively through anonymous incognito inspections conducted by trained inspectors who pay their own way and evaluate properties against up to 900 objective criteria over a minimum two-night stay. The company has rated 2,100+ properties across 100+ countries and runs the 68th annual Star Awards.

The company's core technology is its proprietary rating methodology, Standards Advisory Committee, and inspector training infrastructure rather than a software platform. Adjacent technology products include The Academy (an LMS), Service Energizers (daily micro-learning), and Salesforce-based CRM. Revenue is generated through six streams: a Star Rating & Partnership subscription program, training services, quality assessments, ATELIER CX consulting, Forbes brand licensing, and corporate retreats at L'Academie at Le Logis. Ecosystem products include the Astria B2B verified-supplier marketplace, the Bilt Verified consumer marketplace, the Verified Air Travel Awards, the Verified Destination Accreditation program, and a hospitality-driven property management program with FirstService Residential.

Go-to-market is enterprise field sales executed by regional Vice Presidents of Partner Services covering Southern Europe, MEA, Asia Pacific, Northern Europe, the Americas, and the cruise industry. The annual Summit conference in Monaco and an Endorsed Travel Agencies network of 80+ top-producing advisors drive consumer demand. The customer base spans ultra-luxury hotel groups (Four Seasons, Marriott Luxury Group, Melco, MGM), independent hotels, fine dining restaurants, luxury spas, ocean cruise lines, and increasingly luxury residential properties. The company is privately held by Chairman Jeff Arnold, with no institutional capital or public listing plans disclosed.

Name

Forbes Travel Guide

Legal name

The Five Star Travel Corporation

Website

https://forbestravelguide.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

51–100 employees

Short description

Forbes Travel Guide is the only independent, global Five-Star rating system for luxury hotels, restaurants, spas, and cruise ships, rating 2,100+ properties across 100+ countries via anonymous incognito inspections. It monetizes through partnership subscriptions, ATELIER CX consulting, training, licensing, and the Astria and Bilt Verified marketplaces.

Ownership category

akta.pro rank

Product category

Luxury Hospitality Ratings and Consulting

NAICS

Travel Agencies (561510), Tour Operators (561520)

akta.pro primary industry

Luxury Travel Agencies (THAKAFAA)

akta.pro secondary industry

Fee-Based/Independent Trip Planners (No Booking) (THAKAOAA)

Keywords

• Luxury hospitality ratings
• Hotel star ratings
• Hospitality training
• Customer experience consulting
• Luxury travel verification

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Star Rating & Partnership Program: Properties elected for Star Rating may join the Partnership program, receiving transparency into the rating process, access to exclusive partner community, complete FTG standards list, annual inspection reports, and promotional benefits through Forbes.com and social media channels. The company states no fees are required to earn a rating, but partnership has associated costs.
2. Training Services: Virtual and on-location training programs delivered by certified trainers, helping hospitality teams build skills and adapt to service practices. Training is customized to partner needs from front-line to leadership levels.
3. Quality Assessments: Certified anonymous inspectors visit client locations to evaluate service and facility based on Forbes Travel Guide standards or client's own standards. Includes timing/frequency flexibility and detailed inspection reports with photos. Also offers phone-based checks for reservation and customer service centers.
4. ATELIER CX Consulting: Customer experience consulting through two-day on-site consultations that craft customized service standards. Includes incognito inspections and executive training for brand standards. Also handles Responsible Hospitality verification.
5. Licensing: Global licensing of the Forbes Travel Guide brand and Star Rating system in the hospitality marketplace, led by Executive Vice President of Licensing.
6. Corporate Retreat - L'Academie: The company's Center for Excellence at Le Logis in Cognac, France offers corporate retreat experiences combining hospitality training with team activities in a medieval estate surrounded by prestigious vineyards.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Forbes Travel Guide operates the only independent, global Five-Star rating system for luxury hotels, restaurants, spas, and ocean cruise ships. It evaluates properties through anonymous incognito inspections against up to 900 objective criteria and complements the rating system with paid partnership programs, professional training (Academy LMS, Service Energizers, on-location training), customer experience consulting via ATELIER CX, quality assessments, and a verified B2B suppliers marketplace (Astria). The company also runs The Summit, an annual invitation-only luxury travel conference in Monaco.

Product overview

Forbes Travel Guide operates as a multi-product hospitality intelligence company offering a core Star Rating system alongside professional development and B2B marketplace services. The flagship product is the Star Rating System—the only independent, global rating system for luxury hotels, restaurants, spas, and ocean cruise ships, which forms the foundation of the company's brand authority and feeds into all other offerings. Adjacent to the rating system, the company provides Training Services including both on-location/virtual instructor-led training and two digital learning products—The Academy (a scalable LMS) and Service Energizers (daily micro-learning for pre-shift meetings)—alongside Quality Assessments (incognito inspection services) and a Global Partnership Program giving properties transparency into the rating process. ATELIER CX is the consulting division that extends FTG's standards into customized engagements for residential, aviation, and other hospitality-adjacent sectors. Astria is a B2B marketplace connecting Star-Rated properties with verified suppliers vetted to FTG standards. The company also operates signature events including The Summit (an annual invitation-only luxury travel conference), the Award of Excellence (lifetime achievement award), and the Verified Air Travel Awards. L'Academie at Le Logis serves as the company's corporate retreat center in France. An Official Brands program and Endorsed Travel Agencies program round out the partner ecosystem. Verified Destination Accreditation applies FTG standards at the destination level rather than the property level.

Differentiator

Problem solved

Functional benefit

Brands

• ATELIER CX: Customer experience consulting division that develops customized service standards and conducts incognito inspections for luxury hospitality properties
• The Academy
• Astria
• Service Energizers
• VERIFIED
• L'Academie at Le Logis
• The Summit
• Star Ratings
• Bilt Verified

Products and services

• Star Rating System Independent global rating system evaluating luxury hotels, restaurants, spas, and ocean cruise ships based on up to 900 objective criteria with Five-Star, Four-Star, Recommended, and Soon To Be Rated designations. For luxury hospitality brands seeking verified third-party validation of service excellence.
• ATELIER CX Consulting Customer experience consulting offering two-day on-site consultations that craft customized service standards, incognito inspections, and executive training. For organizations in hospitality, residential, aviation, and other luxury service sectors.
• Training Services Customized on-location and virtual instructor-led training delivered by certified hospitality professionals to elevate guest experiences. For hospitality teams seeking to build service skills from front-line to leadership.
• The Academy (Online Training) Online learning management system (LMS) offering on-demand flexibility, interactive activities, and customizable learning paths for partner properties to train staff. For hospitality organizations needing scalable digital training.
• Service Energizers Daily digital micro-learning activities and conversation starters for managers to use in pre-shift meetings, designed to inspire teams and reinforce service excellence in brief sessions. For hospitality managers leading daily team briefings.
• Quality Assessments Incognito inspection services using certified anonymous inspectors to evaluate service and facility against FTG standards or a brand's own standards, with detailed inspection reports and photos. Includes phone-based checks for reservation and customer service centers. For hospitality brands seeking independent service quality audits.
• Astria (Verified Suppliers Marketplace) Curated B2B marketplace connecting Star-Rated hotels, restaurants, spas, and cruise ships with vetted suppliers who meet FTG standards across Guest Room, F&B, and Spa categories. For luxury properties seeking pre-vetted procurement partners.
• Official Brands Program Annual invitation-only program selecting elite brands to represent the best products and services in luxury hospitality, reviewed annually against FTG standards. For premium brands seeking association with FTG's Star-Rated property network.
• Global Partnership Program Program for properties elected for Star Rating providing transparency into the rating process, access to the Partner community, complete FTG standards list, annual inspection reports, and promotional benefits through Forbes.com and social media. For properties seeking deeper engagement with the rating system.
• The Summit Conference Three-day by-invitation-only annual luxury travel conference bringing together decision-makers from hospitality brands, travel professionals, and luxury brands with expert-led sessions and networking. For senior hospitality and luxury travel industry leaders.
• L'Academie at Le Logis Corporate Retreat Corporate retreat experiences at Forbes Travel Guide's Center for Excellence at Le Logis estate in Cognac, France, combining hospitality training with team activities. For hospitality leadership teams seeking immersive experiential training.
• Verified Destination Accreditation Comprehensive destination-level accreditation program applying FTG service standards across the entire guest journey for entire destinations, with 182 service standards across eight core categories. For national tourism authorities and destination management organizations.
• Endorsed Travel Agencies Recognition program for travel agencies and advisors demonstrating dedication to client experience and commitment to FTG's independently verified Star-Rated collection. For travel agencies seeking trusted luxury accommodation recommendations.

Quantifiable outcome

• Over 2,100 properties rated across 90+ countries
• +5 more outcomes

Named customers18 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, minor and supporting.

• FirstService ResidentialcoreStrategic or Co-development Partner · 28 May 2026Collaboration to develop hospitality-driven property management programs for luxury residential properties. FirstService Residential develops the program with Forbes Travel Guide's ATELIER CX consulting division, introducing structured training, service design, and independent evaluation frameworks to bring hospitality-level service standards to luxury residential living.
• BiltcoreGTM or Marketing Partner · 26 February 2026Strategic partnership to launch Bilt Verified, a marketplace connecting Bilt members with Forbes Travel Guide Star-Rated hotels. The program facilitates seamless booking and demand generation for luxury hotels through targeted engagement and Bilt's ecosystem, starting globally in April 2026. Members booking through Bilt Verified receive perks including $100 hotel credits, complimentary daily breakfast, flexible check-in/checkout, and room upgrades.
• CBREminorStrategic or Co-development Partner · 25 February 2026Collaboration with CBRE to present the Hotel Ownership Group of the Year award to Ohana Real Estate Investors at The Summit in Monaco. CBRE is a leading commercial real estate services firm.
• JetexcoreStrategic or Co-development Partner · 19 February 2026Jetex partnered with Forbes Travel Guide's ATELIER CX consulting division to become the world's first to receive the VERIFIED Private Jet Terminal badge. The verification was achieved through team training and passing incognito inspections on luxury hospitality brand standards.
• Astria (Verified Suppliers Platform)supportingTechnology or IntegrationAstria connects Star-Rated hotels, restaurants, spas, and ocean cruise ships with curated verified suppliers who meet Forbes Travel Guide rigorous standards. Suppliers are thoroughly vetted across categories including Guest Room, F&B, and Spa to help enhance luxury guest experiences.
• The World’s 50 BestminorStrategic or Co-development PartnerFormer competitor/rival organization; Tim Brooke-Webb, FTG's Chief Commercial Officer, previously served as Managing Director of The World's 50 Best for 15 years, bringing strategic relationships and industry knowledge.
• SharecareminorStrategic or Co-development PartnerForbes Travel Guide's Chairman Jeff Arnold also serves as executive chairman of Sharecare, a digital health enablement company. Hermann Elger, FTG's CEO, previously led Sharecare's health security verification program in partnership with Forbes Travel Guide.
• Le Logis EstatesupportingImplementation/ SI/ Consulting PartnerLe Logis, a medieval estate in Cognac surrounded by prestigious vineyards and distilleries, hosts Forbes Travel Guide's Center for Excellence (L'Academie). The estate provides corporate retreat experiences combining hospitality training with team activities.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Michelin Guide: Michelin Guide is the most direct peer: a globally recognized independent rating system for restaurants and (more recently) hotels, using anonymous inspector methodology. Both Forbes Travel Guide and Michelin compete for premium restaurant recognition and have expanded into hotel ratings, directly overlapping with FTG's core Star Rating offering.
• Leading Hotels of the World: Leading Hotels of the World (LHW) is a curated luxury hotel collection with strict independent quality standards, Inspector of Standards program, and a similar go-to-market of charging properties for membership and quality validation. It directly competes with FTG's Star Rating and partnership model.
• Condé Nast Traveler: Condé Nast Traveler publishes the annual Readers' Choice Awards and Gold List for hotels, cruises, airlines, and destinations. It competes with Forbes Travel Guide for luxury traveler mindshare and advertising/destination marketing budgets, though its rating methodology is reader-vote rather than inspector-driven.
• Small Luxury Hotels of the World: SLH curates a global portfolio of over 500 independent luxury hotels using quality standards and an inspection process. Filip Boyen, Forbes Travel Guide's Global Ambassador, was formerly CEO of SLH. The two compete for independent luxury hotel curation and partnership economics.
• AAA Diamond Program: AAA's Diamond Awards rate hotels and restaurants on a one-to-five Diamond scale using anonymous professional inspectors and have been a long-standing competitor in the North American hotel rating market. Like Forbes Travel Guide, AAA's program is independent, inspects service and facility, and is widely recognized as a quality signal.
• The World's 50 Best Restaurants/Hotels: The World's 50 Best operates annual ranking lists for restaurants, hotels, and bars based on industry votes and academy input. Forbes Travel Guide's CCO Tim Brooke-Webb previously led this organization for 15 years, and the two compete for prestige and audience attention in luxury hospitality rankings.
• Travel + Leisure World's Best Awards: Travel + Leisure's annual World's Best Awards is another reader-voted ranking for hotels, cities, cruise lines, and airlines. It competes directly with Forbes Travel Guide for premium travel media attention and the underlying audience of affluent travelers seeking curated recommendations.

Emerging players

• Mr & Mrs Smith: Mr & Mrs Smith is a curated luxury hotel booking platform with a club membership model and an annual Gold List. Like Forbes Travel Guide, it selectively vets properties for service and experience quality, but it operates primarily as a booking marketplace rather than a global rating system.
• J.D. Power (Travel & Hospitality): J.D. Power's Global Hospitality and Travel group produces customer satisfaction research, benchmarking, and awards in hospitality. It overlaps with Forbes Travel Guide's quality assessment and standards work, though J.D. Power is broader and more data-survey-driven rather than inspector-driven.

Broad incumbents

• Tripadvisor: TripAdvisor is the largest consumer review platform for hotels, restaurants, and attractions and competes with Forbes Travel Guide at the consumer information layer, though via crowdsourced reviews rather than paid independent inspections. Both serve as discovery tools for luxury travelers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/forbesinspector
• Facebookfacebook.com/ForbesTravelGuide
• Instagraminstagram.com/forbestravelguide
• LinkedInlinkedin.com/company/forbes-travel-guide

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Forbes Travel Guide