forbes & luxury standards
Forbes Travel Guide started in 1958 as Mobil Travel Guide, a guidebook for US motorists and is a star rating service and online travel guide for hotels, restaurants and spas.
In few words they elevate and celebrate genuine Five-Star service for your enjoyment.
- Forbes Travel Guide
- Criteria of evaluation
- When and how to apply those standards?
- What standards do you know?
- Why does it matter?
Forbes verify luxury. Their highly trained inspectors visit every property, they rate, evaluating based on up to 900 objective criteria.
Five-Star
These are outstanding, often iconic properties with virtually flawless service and amazing facilities.
No one can buy a rating; all ratings are earned through the inspection process.
Four-Star
These are exceptional properties, offering high levels of service and quality of facility to match.
Their global team os inspectors are anonymous at all times, so they have the same experience as a typical guest
Recommended
These are excellent properties with consistently good service and facilities
While they inspect both service and facility, their Star rating system emphasises service because out experience at a hotel, restaurant or spa goes beyond looks – how it makes us fell is what we will remember most.
Forbes inspectors use over 500 exacting criteria to evaluate service, but they group them into 9 core service standards, which reflect how luxury is experienced
Cleanliness & Condition
- Impeccable maintenance of property, uniforms, tools, and spaces.
- No sign of wear, dust, or damage (from carpet to cutlery.
- Luxury = freshness, care, and pride in every detail
Courtesy & Manner
- Politeness, tact, and professional behaviour at all times
- Friendly but respectful tone – never too casual.
- Includes graceful body language, posture, and appropriate eye contact
Efficiency
- Quick, seamless service without rushing.
- Staff anticipate needs without hesitation
- Every interaction feels easy, smooth, and in control
Element of Luxury
- Personalised details: remembering names, preferences, past visits.
- Unique touched that create “wow” moments (e.g., handwritten note, unexpected upgrade).
- Luxury is not just service – it’s feeling valued and special.
Food & Beverage quality
- Not just taste – includes presentation, creativity, temperature, freshness.
- Service style: wine pouring, silver service, pacing of courses.
- Staff knowledge of food/wine pairings and ingredients.
Graciousness, Thoughtfulness & Sense of Personalised service
- Emotional intelligence: does the staff adapt to the guest’s mood?
- Is there warmth in the approach?
- Do they offer unexpected assistance (e.g.g, offer water when guest coughs)?
Guest Comfort & Convenience
- Is everything intuitive and easy to use?
- Are items placed in the right spot (e.g., enough towels, chargers, menus)?
- Does the guest feel physically and mentally at ease?
Staff appearance
- Perfect grooming: uniforms, nails, posture, and hygiene.
- Clothing should fit, be clean and pressed.
- Appearance reinforces brand identify and luxury atmosphere.
Technical Execution, Skill & Knowledge
- Every team member should know their craft.
- Can they explain a dish? Recomment a wine? Fix a billing error quickly?
- Forbes expects your team to be confident and fluent in their role.
When
- On a daily basis. From the moment we greet the guest to the instant he/she leaves.
- The experience starts when we open the door and finish when we close them.
- Attention to details makes the difference and it is crucial into finalising an excellent service.
How
- Following Forbes Standards leads us to respect certain “rules” which allows us to provide an impeccable service.
- Standards will meet our guests’ expectations.
- Every action is a standards.
- They are incorporated in our steps of service.
Arrival & Greeting
Guests are greeted within 30–60 seconds of arrival.
A warm, personal, and gracious welcome is offered.
Staff stand with good posture and smile sincerely.
Guests are addressed by name (if known) and offered help with belongings.
Escort to the table is smooth and confident.
Seating & Menus
Chairs are pulled out for guests (especially women or elders).
Napkin is presented or placed with grace.
Menus are handed out open, with brief explanations if needed.
Special menus (wine, tasting, allergen-free) are proactively offered.
Beverage Service
Water offered immediately; refilled discreetly.
Beverage orders taken within 3 minutes of seating.
Wine presented with label facing guest; poured with minimal motion.
Cocktail knowledge is demonstrated confidently.
Order Taking
Staff know the menu intimately: ingredients, allergens, recommendations.
Questions are answered clearly and enthusiastically.
Order is repeated back to confirm accuracy.
Special dietary needs are noted and confirmed discreetly.
Timing & Pacing
Starters arrive within 10–12 minutes.
Mains served within 20–25 minutes.
Pacing is monitored visually: are guests ready for the next course?
Guests are never rushed, and empty plates are cleared gracefully.
Service Etiquette
Service is clockwise, from the guest’s left (for food), right (for drinks).
Hands, arms, and trays are kept at table height.
No shouting, reaching over, or crowding.
Apologies and solutions are offered swiftly if issues arise.
Luxury Enhancements
Guest name is used naturally during service.
Personalized gestures (e.g., adjusting lighting, celebrating a birthday) are offered.
Sincere compliments or thoughtful remarks show emotional connection.
Cleanliness & Setup
Table is spotless: cutlery aligned, glasses polished, chairs dust-free.
Restrooms and pathways are checked regularly.
Menus are clean and crisp — no stains or tears.
Staff Appearance & Behavior
Uniform is clean, fitted, and styled to brand.
Hair, nails, and hygiene are impeccable.
Staff maintain a gracious, calm presence even under pressure.
Departure & Farewell
Table is cleared smoothly, with a graceful thank-you.
Coat or bag is offered proactively.
Guests are thanked personally and invited to return.
If possible, they are escorted to the door.
- Forbes Travel Guide
- Criteria of evaluation
- When and how to apply those standards?
- What standards do you know?
- Why does it matter?
Forbes Travel Guide started in 1958 as Mobil Travel Guide, a guidebook for US motorists and is a star rating service and online travel guide for hotels, restaurants and spas.
In few words they elevate and celebrate genuine Five-Star service for your enjoyment.
1. Forbes Travel Guide
Forbes verify luxury. Their highly trained inspectors visit every property, they rate, evaluating based on up to 900 objective criteria.
Five-Star
These are outstanding, often iconic properties with virtually flawless service and amazing facilities.
No one can buy a rating; all ratings are earned through the inspection process.
Four-Star
These are exceptional properties, offering high levels of service and quality of facility to match.
Their global team os inspectors are anonymous at all times, so they have the same experience as a typical guest
Recommended
These are excellent properties with consistently good service and facilities
While they inspect both service and facility, their Star rating system emphasises service because out experience at a hotel, restaurant or spa goes beyond looks – how it makes us fell is what we will remember most.
2. Classification
Forbes inspectors use over 500 exacting criteria to evaluate service, but they group them into 9 core service standards, which reflect how luxury is experienced
Cleanliness & Condition
- Impeccable maintenance of property, uniforms, tools, and spaces.
- No sign of wear, dust, or damage (from carpet to cutlery.
- Luxury = freshness, care, and pride in every detail
Courtesy & Manner
- Politeness, tact, and professional behaviour at all times
- Friendly but respectful tone – never too casual.
- Includes graceful body language, posture, and appropriate eye contact
Efficiency
- Quick, seamless service without rushing.
- Staff anticipate needs without hesitation
- Every interaction feels easy, smooth, and in control
Element of Luxury
- Personalised details: remembering names, preferences, past visits.
- Unique touched that create “wow” moments (e.g., handwritten note, unexpected upgrade).
- Luxury is not just service – it’s feeling valued and special.
Food & Beverage quality
- Not just taste – includes presentation, creativity, temperature, freshness.
- Service style: wine pouring, silver service, pacing of courses.
- Staff knowledge of food/wine pairings and ingredients.
Graciousness, Thoughtfulness & Sense of Personalised service
- Emotional intelligence: does the staff adapt to the guest’s mood?
- Is there warmth in the approach?
- Do they offer unexpected assistance (e.g.g, offer water when guest coughs)?
Guest Comfort & Convenience
- Is everything intuitive and easy to use?
- Are items placed in the right spot (e.g., enough towels, chargers, menus)?
- Does the guest feel physically and mentally at ease?
Staff appearance
- Perfect grooming: uniforms, nails, posture, and hygiene.
- Clothing should fit, be clean and pressed.
- Appearance reinforces brand identify and luxury atmosphere.
Technical Execution, Skill & Knowledge
- Every team member should know their craft.
- Can they explain a dish? Recomment a wine? Fix a billing error quickly?
- Forbes expects your team to be confident and fluent in their role.
3. When & How do we use it?
When
- On a daily basis. From the moment we greet the guest to the instant he/she leaves.
- The experience starts when we open the door and finish when we close them.
- Attention to details makes the difference and it is crucial into finalising an excellent service.
How
- Following Forbes Standards leads us to respect certain “rules” which allows us to provide an impeccable service.
- Standards will meet our guests’ expectations.
- Every action is a standards.
- They are incorporated in our steps of service.
4. Some Standards...
Arrival & Greeting
Guests are greeted within 30–60 seconds of arrival.
A warm, personal, and gracious welcome is offered.
Staff stand with good posture and smile sincerely.
Guests are addressed by name (if known) and offered help with belongings.
Escort to the table is smooth and confident.
Seating & Menus
Chairs are pulled out for guests (especially women or elders).
Napkin is presented or placed with grace.
Menus are handed out open, with brief explanations if needed.
Special menus (wine, tasting, allergen-free) are proactively offered.
Beverage Service
Water offered immediately; refilled discreetly.
Beverage orders taken within 3 minutes of seating.
Wine presented with label facing guest; poured with minimal motion.
Cocktail knowledge is demonstrated confidently.
Order Taking
Staff know the menu intimately: ingredients, allergens, recommendations.
Questions are answered clearly and enthusiastically.
Order is repeated back to confirm accuracy.
Special dietary needs are noted and confirmed discreetly.
Timing & Pacing
Starters arrive within 10–12 minutes.
Mains served within 20–25 minutes.
Pacing is monitored visually: are guests ready for the next course?
Guests are never rushed, and empty plates are cleared gracefully.
Service Etiquette
Service is clockwise, from the guest’s left (for food), right (for drinks).
Hands, arms, and trays are kept at table height.
No shouting, reaching over, or crowding.
Apologies and solutions are offered swiftly if issues arise.
Luxury Enhancements
Guest name is used naturally during service.
Personalized gestures (e.g., adjusting lighting, celebrating a birthday) are offered.
Sincere compliments or thoughtful remarks show emotional connection.
Cleanliness & Setup
Table is spotless: cutlery aligned, glasses polished, chairs dust-free.
Restrooms and pathways are checked regularly.
Menus are clean and crisp — no stains or tears.
Staff Appearance & Behavior
Uniform is clean, fitted, and styled to brand.
Hair, nails, and hygiene are impeccable.
Staff maintain a gracious, calm presence even under pressure.
Departure & Farewell
Table is cleared smoothly, with a graceful thank-you.
Coat or bag is offered proactively.
Guests are thanked personally and invited to return.
If possible, they are escorted to the door.