Forbes Standards: Unlocking Excellence and Top Ratings 

In the world of luxury travel and hospitality, a ranking from Forbes Travel Magazine serves as a hallmark of prestige and excellence. Achieving a high rating from this authoritative source can elevate a brand’s reputation, drive customer engagement, and significantly boost business. However, receiving this stamp of approval is no small feat. It necessitates not only knowing what the stringent Forbes standards entail , but also implementing self-inspections, rigorous training and performance-based recognition to prepare your team for daily excellence. In this article, we will provide actionable insights on how you can optimize your services to stand out in this competitive landscape. 

What are the Forbes Standards by the Forbes Travel Guide?

Forbes Standards are a set of guidelines creating a Five-Star rating system for hotels, restaurants, spas and cruise ships. It is one of the most prestigious and recognized rating systems in the hospitality industry worldwide.

It was introduced by Forbes Travel Guide back in 1958, when it was known as the Mobil Travel Guide. Originally designed as a guidebook for American drivers, it was responsible for creating the first-ever Five-Star rating for hospitality establishments within the United States. 

Currently, the system evaluates standards based on up to 900 objective criteria that measure service, facilities, and quality of guest experiences. Each year, Forbes Travel Guide announces the Star Award Winners list with around 2,000 properties qualifying as 5-stars, 4-stars or Recommended.

Receiving a 5-star rating from Forbes Travel Guide is the ultimate recognition for a property, signifying unparalleled luxury and guest satisfaction. Properties that attain this esteemed rating are regarded as some of the best in the world. Being listed among the winners can significantly enhance a property’s standing and attract high-end clientele who are seeking exceptional service and luxury.

How Do You Get Rated By Forbes?

hotel inspection software - GoAudits

In order to receive a rating from Forbes Travel Guide, hotels, restaurants, and spas must undergo a rigorous evaluation process. This includes a thorough inspection by a team of anonymous professional inspectors who visit the venue as a typical guest. They use over a list of objective criteria and standards to assess the service, facilities, quality of guest experiences and emotional experience. 

The standards are generally clear-cut and objective, leaving little room for subjectivity, with an evaluation process involving hundreds of questions that are answerable with a simple Yes or No.

The criteria for these guidelines derive from the Five-Star Rating System of Forbes Travel Guide. This rating system evaluates properties on a scale of one to five stars, with an emphasis on exceptional service and it includes: 

  • Authentic guest experience
  • Evolution of well-being
  • Sustainability and luxury
  • Demanding guest expectations
  • Relaxed luxury

Forbes 5 Star Standards of Service

Forbes Travel Guide evaluates hotel service quality and restaurant standards in luxury hotels, restaurants and spas. Every year, Forbes Travel Guide updates their criteria that must be met to attain and uphold each Star-Rating classification.

3 Influencing Factors for Forbes 5-Star Standards

Exceptional & Personalized Service: Properties that have a 5-star rating offer exceptional service consistently to their guests and they expect a high level of personalized services, tailored to their preferences and needs. The staff members are attentive, knowledgeable, and committed to fulfilling every guest’s requirements.

Attention to Detail: Properties that have been rated as five-star put a great deal of effort into every aspect of their establishment to ensure that their guests’ experience is flawless. Every detail, from the decoration of the rooms to the design of the public spaces, is carefully planned to create an atmosphere of luxury.

Luxurious Amenities: Luxurious amenities are a hallmark of 5-star properties, providing guests with a variety of features to enhance their stay. These amenities include high-quality linens, premium toiletries, cutting-edge technology, and much more.

The 5-Star Rating is about aiming to go above and beyond with your standards, engaging with the guest to understand what they are looking for before asking for any help. Eventually, to achieve a Five-Star, Four-Star, or Recommended rating, it is necessary to successfully complete the independent inspection process overseen by Forbes Travel Guide. 

Forbes Hotel Standards

From the full Forbes Standards list, over 500 criteria apply to hotels specifically. They evaluate areas such as:

  • Interactions before/at arrival and departure: Reservation and Pre-Arrival, Digital Services, Arrival Service, Departure Service. Criteria include items such as interactions over the phone/email/website, staff greetings and interactions, prompts offering luggage assistance, or reducing the amount of paper used.
  • Guest Room and Housekeeping: criteria to evaluate amenities present in the room and services such as Housekeeping Daily Service and Housekeeping Evening Service. Criteria include specific items such as “There are at least 10 hangers in the closet, convenient for all types of garments”, “The bed is tightly and attractively remade with decorative elements replaced” or “High quality underliners are used for toiletries on vanity or counter surfaces, but not under items on narrow shelves”.
  • Food and Beverage: Hotel Dining, Bar/Lounge Service and In-Room Dining evaluation areas around staff greeting, interactions and professional demeanour, proactively taking into account dietary restrictions, staff anticipating all requirements, food presentation in the restaurant, buffet and other settings, complementary snacks offering of extremely high quality and distinctive in presentation, elimination of single-use plastic and many more.
  • Fitness Services and Pool/Beach Service: specific evaluation standards apply to wellness facilities and services. Examples include staff greeting, complimentary water available and proactively offered, complimentary refreshment within 90 minutes, swift storage of soiled towels etc.
  • Public Areas and general guest experience: Guest Service, Guest Service Request, Overall Guest Experience criteria include examples such as “Staff makes eye contact and keeps focus on the guest”, “All staff encountered are wearing clean and well-fitted uniforms” or “Cross-department communications among staff are consistent and complete”.

Forbes Restaurant Standards

From the full Forbes Standards list, over 180 criteria apply to restaurants specifically. They cover the Reservation Service, Host Service, Dinner Service, Food & Beverage Quality, Facility & Design.

Some specific criteria examples include: “Staff is aware of any personal belonging checked and retrieves the items automatically upon departure without reminder from the guest”, “All menus are distinctive in design and consistent with the restaurant’s identity”, “All dishes are accurately served as ordered and to the guest who ordered them; staff does not have to ask who receives which item”, or “A distinctive culinary gift from the chef is delivered to the table at some point during meal”

Forbes Spa Standards

From the full Forbes Standards list, over 250 criteria apply to restaurants specifically. They are classified into the following categories: Reservations, Reception Services, Treatment Options, Public Areas/Locker Rooms. The standards are constructed to assess the spa experience from the guest’s point of view, with items such as staff graciousness, service personalization and technological innovation as well.

Forbes Star Rating System: how are ratings calculated?

Forbes Standards rating

A strict and very structured evaluation process is used by Forbes Travel Guide to assess thousands of hotels, restaurants, and spas every year. The Forbes organization are clear that Star Ratings cannot be bought by anyone and every evaluation is genuine. 

Each rating is earned solely through an inspection conducted by anonymous Forbes staff members who answer hundreds of questions with a simple Yes/No. All questions are classified in categories, automatically resulting in specific % scores for each area inspected.

Evaluation questions fall into two key areas: Facilities and Service, with a specific emphasis on Service which accounts for around 70-75% of the rating. Further, each criteria is classified as:

  • Technical Execution, Skill & Knowledge
  • Graciousness, Thoughtfulness & Sense of Personalized Service
  • Courtesy & Manners
  • Staff Appearance
  • Guest Comfort & Convenience
  • Cleanliness & Condition
  • Sense of Luxury

Based on the score obtained, this then results in a composite score with the relevant Star Rating:

>> Five-Star: 90% and over: properties that deliver an outstanding experience and consistently offer a highly customized level of service. >> Four-Star: 82% and over: exceptional properties, offering high levels of service and quality of facility to match. >> Recommended: 72% and over: excellent properties with consistently good service and facilities.

Additionally, once you earn your stars, there is a minimum rating requirement that must be maintained over time:

forbes travel guide restaurant rating criteria

Receiving a Forbes Travel Guide Five-Star rating is a prestigious honor and a significant boost to any hospitality business. Forbes Travel Guide’s 2024 Star Awards include several GoAudits customers such as Hôtel de Crillon , Rosewood Mayakoba and many other locations who have successfully ranked at the top of the list of 5-star hotels. Excitingly, this year our customer Rosewood Miramar Beach  in Montecito California, garnered triple Five-Star recognition, joining the elite ranks of only 15 properties that earned the highest rating for three different outlets under its roof (hotel, restaurant and spa).

» LQA Standards : Read how in addition to Forbes Standards, luxury properties often also comply with LQA standards, creating their own internal auditing process to monitor compliance.

Try the GoAudits Hotel Inspection Checklists for FREE

Discover how GoAudits can help you elevate standards with inspection templates and a user-friendly audit app. Sign up for a free 14-day trial or even better: book a demo with one of our experts!

How to Achieve and Maintain 5-Star Forbes Ratings? 

Achieving the highest rating with Forbes Standards requires a meticulous approach. This involves crafting a clear and succinct mission statement, developing a comprehensive strategy, training staff and conducting regular internal inspections.

An interview with an expert Forbes Travel Guide inspector who has visited over 700 hotels, restaurants, and spas worldwide shared by Hospitality Net highlighted 4 essential ideas garnered from the inspector’s experience to meet the Forbes Standards: 

  • create a “sense of place” for a memorable experience
  • exceptional management skills, with staff who love their job and go above and beyond
  • anticipating customer’s needs and exciting their expectations with personalized attention to detail
  • prepare thoroughly for the official Forbes inspection in advance, before they even walk through the door

Many properties prepare for external inspections with hotel mystery audits . These audits are usually conducted by external companies, and due to the high cost of this service, only take place once a year or less. Internal checklists and inspections are a great tool to mirror the mystery shopper visits, enabling Management to train staff, achieving top standards and brand compliance on a daily basis.

Benefits of frequent internal audits with digital checklists

Integrating an inspection app into your self-auditing process can help elevate standards on a daily basis, without too much admin workload. With a user-friendly mobile app, quality audits and operational checks can be performed on the go, with scores and corrective actions visible in real time. Here are some of the benefits:

Quick compliance with the standards: standardize your procedures and ensure that everyone is aware of every Forbes standard relevant to their area, with frequent inspections and digital checklists in everyone’s pocket. Schedule mandatory self-audits and monitor performance. 

» Hotel Standard Operating Procedures : Read how digital checklists can help implement SOPs in your organisation

Forbes Standards Audit - GoAudits

Efficiency: paperless, quicker audits and reports resulting in significant savings in terms of time and resources. Forbes Travel Guide highly values sustainability, and it can be incorporated into every aspect of your operations and it’s a great way to show your customers that you care about the environment. 

Performance Analysis : The power of digital audits is in their ability to provide live, accurate insights and aggregated analytics. With better insights, you’ll gain a dependable method for assessing the effectiveness of your staff’s work, pinpointing areas of improvements and taking instant action. This will translate into a better guest experience.

With clear automated scores , you can implement a performance-based recognition system for your teams.

Forbes Standards inspection app - GoAudits

Customization : Tailor digital audits to your organization’s unique needs to ensure that pertinent elements are addressed throughout the inspections. Ensures that every detail is accounted for during the inspection process, leading to a more precise and efficient analysis of standards implementation. 

Additionally, with a customized checklist, for a given area like Dining, you can simultaneously conduct audits for Forbes standards, other external standards like LQA, and also internal brand standards:

Forbes Standards Report GoAudits App

Communication : attach photos, annotations and comments, share reports instantly. Digital inspections provide a seamless, paperless way to improve communication and collaboration between different teams and departments, resulting in an optimized performance and a better Forbes rating. 

Why is GoAudits the best software for your Hotel Audits? 

Choose the right hotel audit software to help you with the Forbes standards, without paperwork and heavy admin workload. Simplify your inspections by automating time-consuming tasks. Ensure a meticulous tracking of every detail during the inspection process and beyond, making sure that corrective tasks are completed and scores are consistently trending higher.

The app provides many other benefits: 

  • easier data collection in the field with smart forms
  • instant reporting to share audit information quickly, pinpointing every non-conformances or highlighting  critical  non-conformances
  • smart dashboards for real-time analysis
  • corrective actions that can be assigned to specific team members, internally or externally
  • vast library of audit checklist templates which can be customized, to get started as quickly as possible.

Both your company and the external auditors will be able to access up-to-date information about the performance of your inspection at any time. The GoAudits inspection software has been endorsed by many prestigious clients and it was featured by the Capterra platform as one of the highest-rated and most popular software solutions on the market in 2024. 

Free Hotel Audit Checklists

You can get started with our templates and customize them to the specific needs of your brand:

  • Forbes Standards: Hotel Dining Checklist
  • Forbes Standards: Hotel Housekeeping Checklist
  • LQA Hotel Food Beverages Audit Checklist
  • LQA Hotel Reception Audit Checklist
  • LQA Hotel Restaurant Services Checklist 
  • Hotel LQA Room Dining Audit Checklist
  • LQA Hotel Room Audit Checklist
  • More Hotel Audit Checklists
  • More Restaurant Inspection Checklist s

Try the GoAudits Inspection App for FREE

It’s easy to get started with GoAudits! Sign up for a free 14-day trial (we even digitize your checklists for free!). Or even better: book a demo with one of our experts!

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forbes travel guide restaurant rating criteria

Three San Diego restaurants receive star awards in Forbes Travel Guide 2024

S AN DIEGO (FOX 5/KUSI) — There are three restaurants in San Diego County that are well worth recommending, according to the 2024 Forbes Travel Guide.

Two of the fine dining destinations were awarded four-star ratings, while the third found itself earning a whopping five-stars on the present year’s directory for luxury restaurants.

Before FOX 5 dives into these establishments and the dining experiences they offer, first let’s touch on how these restaurant ratings are determined.

As explained by Forbes, their global team of “highly train inspectors” — who remain anonymous at all times — visits an array restaurants and evaluates them on up to 900 objective criteria.

“While we inspect both service and facility, our star rating system emphasizes service because your experience goes beyond how your surroundings look — how your visit makes you feel is what you will remember most,” Forbes noted.

All ratings are said to be earned through an objective inspections process, with Forbes stating, “No one can buy a rating.”

As far as stars go, five-star ratings are given when “properties deliver an outstanding experience and consistently offer a highly customized level of service. Four-star ratings, on the other hand, are given to “exceptional properties, offering high levels of service and quality of facility to match.”

Forbes’ 2024 four-star recipients in San Diego County

French cuisine meets contemporary California dishes at AVANT, which is tucked away within the walls of  Rancho Bernardo Inn . This spot was awarded four-stars while the inn itself was listed by Forbes as “recommended” in the hotels category.

While describing AVANT, Forbes noted, “The restaurant, much like the boutique inn, feels refined yet relaxed, where you can enjoy both a four-course experience in the dining room and a laid-back meal at the bar.”

Forbes also touched on the atmosphere of the restaurant, stating,” When you want dinner, the airy main dining room from Hatch Design Group beckons. But AVANT’s covered terrace tempts with a white brick fireplace and vistas of the inn’s verdant golf course.”

As far as dishes go, the inspectors highlighted Chef Sergio Jimenez’s “stunning seasonal cuisine,” emphasizing that the restaurant uses items grown at its onsite garden as well as California raised proteins.

When asked what sets AVANT apart from other fine dining restaurants in the region, Director of Food and Beverage Christopher Reid told FOX 5 it’s their “unwavering commitment to quality.”

“Our chef sources the best local ingredients from San Diego and Southern California, with a heavy focus on utilizing our very own chef’s garden (one of the largest in San Diego). Our ability to personalize the guest experience – from vegetarian and vegan cuisines to leveraging our two private dining rooms and one-of-a-kind chef’s table where Chef Sergio creates a tailored multi-course experience for up to 12 guests,” said Reid.

Reservations to dine at AVANT can be made on OpenTable .

Next up,  Park Hyatt Aviara Resort ’s Ponta Lago, located in North County, is said to be elevating the taste buds of diners with it Baja-inspired cuisine. This restaurant was also awarded four-stars in Forbes 2024 Travel Guide.

Forbes praised the service and scenery at Ponto Lago, noting, “At this Carlsbad, California spot, overnight guests and North Country locals are wooed with equal fervor. It doesn’t hurt that service is impeccable and Batiquitos Lagoon views are nearly indescribable.”

One of the bites Forbes’ inspectors mentioned was the Baja-inspired breakfast known as the  conchas (a Mexican sweet bread) French toast with banana passion fruit custard. For diner, they pointed to Ensenada fish tacos with pickled cabbage, aji amarillo crema and cucumber-tomatillo salsa tucked inside a hand-pressed blue corn tortilla.

This restaurant also offers an agave tasting experience, as well as a “Chef’s Corner” prix fixe menu that’s specially made and detailed to guests face-to-face by the chef.

Reservations to dine at Ponta Lago can be made on OpenTable .

Forbes’ 2024 five-star recipient in San Diego County

Saving the best for last, or at least the highest rated, Forbes listed the Addison restaurant as a five-star establishment for 2024. This spot is located at  Fairmont Grand Del Mar  — it’s considered to be the resort’s signature eatery.

What kind of diners would like this spot? According to Forbes, it’s for the “gourmands and style seekers.” Describing it further, Forbes noted, “This upscale restaurant has a sophisticated atmosphere with European-style furnishings and grand, arched windows overlooking the golf course.”

Addison offers ever-changing five and 10-course menus that highlight contemporary style cooking. “Chef William Bradley takes diners on a culinary adventure here,” Forbes stated.

Also worth mentioning was this restaurant’s wine list. Forbes’ inspectors said their selection includes “everything from little-known to well-known favorites.”

It may come as no surprise that Addison was awarded five-stars as the spot was Southern California’s first three-star Michelin restaurant , according to the establishment.

Reservations to dine at Addision can be made on OpenTable .

A full look at Forbes 2024 Travel Guide star award winners can be found here .

For the latest news, weather, sports, and streaming video, head to FOX 5 San Diego & KUSI News.

Three San Diego restaurants receive star awards in Forbes Travel Guide 2024

My Guide Moscow

Raised Steaks

The most expensive steak on the menu is worth every single rouble.

On 5 March 1946, Winston Churchill gave his famous ‘Sinews of Peace’ speech, in which he declared the descent of an Iron Curtain between Eastern and Western Europe. It wasn’t the first time a divide between the two sides of the continent had been identified, and it wouldn’t be the last. Russia has always been justifiably proud of its rich cultural heritage, and a history tainted by difficult relations with its western neighbours has only served to make the retention of Russian independence ever more important.

But more than half a century later, the political world map has evolved; hostilities have disintegrated, bonds have grown, and the Iron Curtain has been drawn back. Today, and St. Petersburg are as cosmopolitan as any of the world’s leading cities, combining the present with the future and a lovingly-preserved past to create a rare dynamism and depth that is influenced as much by cultures from the rest of the world as it is by its own heritage.

This is why Chicago Prime Steakhouse can be found on Strastnoy Boulevard in Russia’s capital, heart of the Moscow restaurants  scene, despite being thousands of kilometres from America’s Windy City. Billed as an authentic American steak restaurant experience, it is here that Muscovites come when they want to masticate over the kind of meat that drains saliva glands and produces facial expressions that could be slotted straight into a blue movie.

Cheers!

You can tell a lot about a restaurant from the wine glasses it uses; Chicago Prime’s are delicate, refined and full-bodied, comfortable in the hand and focussed solely on the enhancement of their contents. Similarly, the restaurant itself takes great pride in its service and presentation, making sure its customers are comfortable but not overwhelmed, and therefore free to savour the flavours wrapped within their meals.

And boy should the flavours be savoured.

If you place your finger on the menu where it says Dry Aged Black Angus Beef (35 Days), Rib Eye Steak , the next time you see the waiter he’ll be carrying a hunk of richly darkened meat the size of a Bible, placed beside an entire bulb of liquefied garlic and glistening seductively with the slow ooze of flavoursome juices. It’s the most expensive steak on the menu, and it’s worth every single rouble.

Indeed, just about everything on the menu is worthy of your roubles – prime beef fillet that squats on a raft of asparagus, tangled tubes of macaroni clutching thick chunks of lobster, crunchy fries sprinkled with truffle and parmesan – all served with a selection of four salts and laid upon a creaseless white tablecloth that begs to be tarnished with a wayward glug of mustard.

The whole lot can be washed down with a baffling array of cocktails that have names like Hang Thyme and Shot in the Dark – the kind you can only choose through closed eyes and random finger jabs – each concocted expertly and presented with artistic flare. Alternatively, the restaurant has a superb wine list, and a selection of whiskeys that is nothing short of dazzling. All in all, it’s enough to make you forget you’re in Moscow, or, in fact, where you are altogether.

Ultimately, Chicago Prime Steakhouse cares about its customers in the same way that it cares about its food, maintaining an attention to detail that ensures no stomach leaves feeling unsatisfied. But this is a restaurant that is about more than just great food; it is a marker of how far Russia has developed in the past couple of decades, and how it is blossoming into a true global city. Indeed, the sinews in Churchill’s speech are about as evident today as they are in Chicago Prime’s steak.

To find about more about Chicago Prime Steakhouse, visit them at www.chicagoprime.ru .

Chicago Prime Steakhouse

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  1. About

    Forbes Travel Guide is the global authority on luxury hospitality. Our professional inspectors travel the world to assess the finest hotels, restaurants, spas and ocean cruise ships based on hundreds of exacting standards that determine our coveted annual Star Ratings. We inspect every hotel, restaurant, spa and cruise ship in person, visiting ...

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  3. Forbes Standards: Unlocking Excellence and Top Ratings

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  4. Forbes Travel Guide

    Forbes Travel Guide (formerly known as Mobil Guide or Mobil Travel Guide) is a star rating service and online travel guide for hotels, restaurants and spas. In 2011, Forbes Travel Guide published its last set of guidebooks and on November 15, 2011, launched its new online home, ForbesTravelGuide.com, which covers numerous international destinations, including Hong Kong, Macau, Beijing ...

  5. PDF Rating Criteria: Restaurants

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    1.2 Rating criteria. 1.3 Ratings impact. 2 Sanitation. Toggle Sanitation subsection. 2.1 United States. ... at the entrance of a restaurant. Restaurant ratings identify restaurants according to their quality, ... Forbes Travel Guide: United States & Canada 1 to 5 stars Professionals, consumers, and self-reporting by restaurants ...

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  13. Raised Steaks

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    Order online. 5. Moscow Food Co Op Deli. 70 reviews Opens in 4 min. Speciality Food Market, American ££ - £££. Lunch visit. Excellent sandwiches for $6. 6. Lodgepole.

  17. 2024 Star Awards Winners

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