Mastering Forbes Standards: The Road to Five-Star Service

Luxury hospitality in the United States is defined not only by opulent décor and gourmet menus but by the rigor of its service within the hospitality industry. The Forbes Travel Guide, the global authority on luxury travel, developed a star rating system that evaluates hotels, restaurants, and spas using a rigorous set of objective criteria.

Properties that meet these standards earn star ratings that signal excellence to discerning travelers. For restaurants and hotels aiming for five stars, understanding the Forbes standards of service is the first step toward delivering unforgettable guest experiences and earning the prestigious honor of a top rating.

The Origin and Global Reach of Forbes Standards

Forbes Travel Guide originated as the Mobil Travel Guide in 1958 and introduced the first five-star rating system for hospitality in the United States. From its inception, the guide focused on evaluating luxury hotels, restaurants, and spas using an independent inspection process.

Today, Forbes is a global authority on luxury travel, assessing properties worldwide, including cruise ships and spas, often with the help of external auditors. The guide maintains independence by employing anonymous inspectors who travel as typical guests and pay their own way.

Inspections follow more than 900 objective criteria, with a strong emphasis on service quality over décor or aesthetics. A property cannot buy a star rating; it is earned through consistent excellence in service, amenities, and overall guest experience.

Understanding the Forbes Star Rating System

Forbes awards ratings across three tiers: Five-Star, Four-Star, and Recommended (formerly three-star) based on the quality of service and facilities, helping properties achieve top ratings. The ratings apply to hotels, restaurants, and spas, and each category has its own criteria.

Service accounts for roughly 75 percent of the overall score, while facility quality accounts for 25 percent. Properties aspiring to a high rating must cultivate a service culture that exceeds guest expectations in every interaction, adhering to guest experience criteria.

The Forbes Inspection Process

Inspections are anonymous and thorough. Inspectors stay at hotels and dine at restaurants like typical guests, evaluating both service and physical facilities. The process includes:

• Arrival and departure: Inspectors observe greeting procedures, luggage assistance, valet service, and check-in efficiency. Warm, welcoming service with immediate acknowledgement of guests sets the tone. Luggage should be offered assistance without prompting, and check-in should be smooth and informative.
• Guest room and turndown service: For hotels, inspectors assess the cleanliness of guest rooms, quality of linens, comfort of beds, premium toiletries, and the completeness of turndown service. Personalized touches such as leaving a note or anticipating extra pillows demonstrate attention to detail.
• Dining experience: Restaurants are evaluated on food presentation, beverage quality, timing of courses, menu knowledge, and the ability to handle dietary restrictions. Staff should make personalized recommendations, ensure that wine service complements the meal, and handle allergies or special requests gracefully.
• Public spaces and amenities: Inspectors review the condition of public spaces such as lobbies, lounges, fitness centers, and spas, as well as technology offerings and accessibility. Public areas should be immaculate and reflect the brand’s aesthetic.
• Service quality and interactions: Every interaction matters. Inspectors note how staff use guest names, offer anticipatory service, exhibit politeness, and respond to issues. Outstanding properties deliver personalized attention, anticipate needs, and resolve problems promptly.

The independent inspection process ensures fairness. Forbes inspectors remain incognito to experience the property as a guest would, ensuring no special treatment. Their findings from the official Forbes inspection are compiled into objective reports that determine the star rating.

Core Elements of Forbes Service Standards

1. Personalized and anticipatory service

At the heart of Forbes standards is the expectation that staff deliver impeccable service, personalized service tailored to each guest. This means remembering guest preferences, anticipating needs, and offering solutions before guests have to ask.

In a restaurant, this could involve pre-setting the table with appropriate utensils for the dish ordered, providing a water refill at the right moment, suggesting a wine that pairs perfectly with the menu selection, or prompting an offer of luggage assistance. For hotels, personalized service includes greeting guests by name, remembering room and pillow preferences, and handling guest service requests promptly.

2. Exceptional service and attention to detail

Forbes inspectors pay close attention to the details that elevate a guest experience from good to exceptional. Impeccable service means that staff are attentive but not intrusive, respond quickly to requests, and maintain a positive, professional demeanor.

Attention to detail may show up as polished flatware, spotless linens, well-staged food presentation, or a perfectly timed turndown service. Little touches like offering to carry a guest’s luggage, presenting a welcome amenity, or adjusting lighting based on the time of day create memorable experiences.

3. Luxurious amenities and facility quality

Luxury is not just about service; it includes physical comforts and premium amenities, which play a significant role in luxury travel. Five-star properties offer high-quality linens, premium toiletries, beautifully designed rooms, and public spaces with unique local character.

Restaurants must present dishes with elegant plating, use high-quality ingredients, and maintain a pleasant ambiance with comfortable seating and appropriate music. Hotels should provide modern technology, a variety of pillow types, in-room dining with well-presented trays, and spa facilities that encourage relaxation.

4. Consistent delivery of excellent service

Consistency is essential for earning and maintaining a Forbes star rating. Guests expect the same high level of service at every visit and across all departments. From reservation agents to housekeeping staff, everyone must be trained to follow the property’s standards.

Consistency builds trust and ensures that even routine tasks, like cleaning, room service, or breakfast delivery, are executed flawlessly.

5. Training and professionalism

Staff must be highly trained to deliver exceptional service. This includes knowledge of products and services, understanding of safety protocols, and training to handle special situations like dietary restrictions or cultural preferences.

Forbes standards emphasise professional appearance, polite language, and confident communication across the hospitality industry. Hospitality professionals are expected to remain calm under pressure, adapt to unexpected challenges, and maintain the property’s brand standards.

6. Guest comfort and well-being

Beyond luxury and aesthetics, guest comfort is a priority. This includes comfortable seating, clean and safe environments, prompt response to maintenance issues, and a proactive approach to guest well-being. For example, offering a soothing herbal tea in the spa or providing extra blankets in a chilly dining room demonstrates care for the guest’s comfort.

7. Technological innovation

Forbes recognises the growing importance of technology in delivering exceptional experiences. This may include digital check-in options, mobile room keys, intuitive room controls, and seamless connectivity.

Restaurants and hotels should leverage technology to enhance convenience without sacrificing personal touches, integrating a performance-based recognition system. For example, digital menus can provide detailed descriptions and allergen information, while mobile apps can streamline service requests.

Applying Forbes Standards to Restaurants

While many think of Forbes stars in the context of hotels, restaurants are also eligible for ratings. High-end dining establishments must meet strict criteria, including:

• Service quality: Staff should anticipate the needs of diners and offer personalized attention. Waitstaff must have thorough knowledge of the menu and beverage list, be prepared to make recommendations, and check back with guests without being intrusive.
• Food presentation and flavor: Culinary quality must be exceptional. Dishes should be visually appealing, with creative presentation that reflects attention to detail. Ingredients should be fresh, local where possible, and cooked to perfection. Each course should arrive at the correct temperature.
• Beverage program: Restaurants must offer an extensive beverage list with quality wines, spirits, and non-alcoholic options. Knowledgeable staff should suggest pairings and handle wine service properly.
• Dietary restrictions: The ability to accommodate dietary restrictions, allergies or personal preferences is essential. Kitchens should be organised to prevent cross-contamination, and staff must communicate options clearly to guests.
• Ambiance and cleanliness: Dining rooms should be elegant, with comfortable seating, appropriate lighting and music that complements the dining experience. Restrooms must be clean and well-maintained. The exterior of the restaurant should be inviting and reflect the brand’s quality.

Restaurants that excel in these areas and consistently deliver outstanding experiences stand a chance of earning a Forbes star rating. Even without formal evaluation, adopting these standards can elevate any dining operation, improve guest loyalty, and set it apart from competitors.

Best Practices for Achieving Forbes Stars

Achieving a Forbes star rating requires dedication to excellence. Here are strategies that hospitality businesses can adopt:

1. Develop a service culture

Service excellence starts with culture. Leadership must prioritise guest satisfaction and empower staff to go above and beyond. Encouraging employees to think creatively about how to surprise and delight guests fosters a proactive approach. Recognise and reward employees who demonstrate exceptional service to reinforce the culture.

2. Implement rigorous training programs

Training should cover technical skills and soft skills. Staff must know how to deliver dishes properly, provide beverage service, set up rooms, and maintain hygiene standards. They also need training in communication, empathy, and conflict resolution. Cross-training staff across departments helps ensure consistency and fosters teamwork.

3. Use quality assessments and performance analysis

Regular internal audits and guest feedback surveys provide insight into how well the business meets its service standards. Hospitality businesses should conduct hotel audits and restaurant audits similar to those done by Forbes inspectors. Evaluate the arrival experience, guest room quality, dining service and other touchpoints. Look at performance metrics such as response times to guest requests, cleanliness ratings, and service recovery success.

4. Anticipate and personalise

Anticipatory service is a hallmark of five-star properties. Use guest histories to remember preferences and anticipate needs. If a guest always orders decaf coffee, have it ready. If a regular guest has a preferred table, reserve it. Personalized notes, welcome amenities or special touches like addressing guests by name make them feel valued, especially in a five-star travel corporation.

5. Focus on attention to detail

Small details have a big impact. Inspect every room before arrival to ensure no lamp is dusty or amenity is missing. Monitor plate presentation for consistency. Check that linens and napkins are crisp, glassware is spot-free, and signage is properly placed. Standard operating procedures (SOPs) should guide staff in performing tasks with precision.

6. Invest in high-quality amenities

Premium amenities reinforce a sense of luxury. Use high thread-count linens, plush towels, comfortable mattresses and pillows, and premium toiletries. In restaurants, invest in quality tableware, stemware, and plating. Also consider tech amenities such as high-speed Wi-Fi, charging stations, and integrated room controls.

7. Maintain brand compliance

Consistency across all properties is essential for multi-location brands. Brand compliance ensures that every location reflects the same level of quality and adheres to the expectations for star ratings. Use checklists and brand standards manuals to maintain uniformity in design, service protocols, and product offerings.

8. Leverage technology for continuous improvement

Digital inspections, performance analysis tools, and property management systems can track compliance with service standards. They streamline tasks such as scheduling, maintenance requests, and training updates. Technology also helps in managing guest feedback, identifying trends, and addressing issues quickly.

9. Engage in continuous improvement

Forbes stars are not a one-time achievement. Maintain star ratings by regularly reviewing procedures, updating amenities, and adapting to changing guest expectations, especially in light of external inspections. Conduct internal audits and coaching sessions, and encourage feedback from both guests and staff to identify areas for improvement.

How KNOW Can Help

Achieving and maintaining Forbes standards requires meticulous attention to detail, consistent service delivery, and continuous improvement. KNOW provides an integrated digital platform that simplifies these complex tasks and helps hospitality businesses meet the high bar set by Forbes.

• Digital checklists and SOPs: KNOW helps convert your service protocols and SOPs into digital checklists accessible on mobile devices. Staff members can follow step-by-step instructions for tasks such as preparing guest rooms, executing turndown service, setting tables, or performing nightly audits. This ensures consistency across shifts and locations.
• Training modules: With KNOW, you can upload training materials, including videos, quizzes, and interactive lessons on service standards, beverage service, and guest interaction techniques. New employees can complete training modules at their own pace, while managers track progress and identify knowledge gaps. This supports continuous learning and ensures that staff are highly trained and informed about Forbes’ service standards.
• Real-time performance tracking: KNOW’s dashboards display key performance metrics, such as task completion rates and response times. Managers can quickly spot areas needing attention and take immediate action. The data also helps identify trends, allowing for proactive adjustments to service delivery.
• Audit readiness: Preparing for a Forbes inspection or internal audit is easier with KNOW. The platform records each completed checklist and stores evidence of compliance, such as photos and notes. If an anonymous inspector arrives, managers can pull up reports to show consistent adherence to standards. This reduces stress and increases confidence during inspections.
• Personalized guest service management: KNOW’s guest service request tracking allows staff to log, assign, and monitor requests. Whether a guest wants extra pillows, a dietary preference noted in the kitchen, or assistance with luggage, the platform ensures that requests are tracked and fulfilled promptly. This contributes to anticipatory service and personalized attention.
• Maintenance and cleanliness checks: KNOW streamlines housekeeping and maintenance routines by scheduling inspections of rooms, public spaces, and equipment. Staff can log issues immediately and assign corrective actions, ensuring no detail is overlooked. This helps maintain the facility quality required for high ratings.

KNOW supports a proactive approach to service excellence. The platform enhances communication, tracks performance, and fosters a culture of continuous improvement, all critical factors in achieving and sustaining Forbes standards.

Final Thoughts

Forbes Travel Guide ratings aren’t just about impressing inspectors; they’re about delivering consistent, exceptional experiences to every guest, every day. Achieving top ratings in this competitive landscape requires more than just a one-time effort; it’s about aligning daily operations with external standards that demand a high degree of precision and service quality.

Whether your goal is to secure prestigious star ratings or simply to embed daily excellence into your culture, the journey begins with a clear, disciplined evaluation process. With the right training, processes, and tools in place, you can ensure your restaurant meets world-class standards and stays inspection-ready.

Digital tools like KNOW can help streamline checklists, track service standards, and keep your risk management plan on track, so excellence becomes your everyday baseline, just as the Five Star Travel Corporation envisioned for hospitality leaders.

Frequently Asked Questions

1. What differentiates a five-star property from a four-star property in the Forbes system?

A five-star property delivers exceptional, personalized service that anticipates guests’ needs and provides a unique sense of place. Facilities are impeccably maintained, and luxurious amenities abound. Four-star properties offer excellent service and high-quality facilities but may lack the same level of personalization or bespoke touches. Both deliver high levels of comfort and professionalism, but five-star properties go further in creating memorable experiences.

2. How does Forbes conduct inspections without being detected?

Forbes inspectors travel anonymously and book reservations like any guest. They pay their own way and stay for multiple nights to evaluate both service and facilities. Staff are unaware of the inspector’s identity, ensuring that the experience reflects typical service rather than a staged performance. Inspectors use objective criteria and detailed checklists to evaluate every aspect of the stay.

3. Can restaurants earn a separate Forbes star rating from their hotel?

Yes. Forbes evaluates restaurants separately from hotels. A hotel may have a four-star rating, but its restaurant could achieve a five-star rating if it meets exceptional culinary and service standards. The restaurant evaluation focuses on food quality, presentation, beverage program, service, and ambiance. Restaurants can also be rated independently of hotels.

4. What are common pitfalls that prevent properties from achieving a higher rating?

Common pitfalls include inconsistent service, lack of personalized touches, inadequate training, and poor maintenance. For example, if guests are not greeted promptly, if housekeeping misses details like replenishing toiletries, or if the dining experience fails to meet expectations, the overall score suffers. High employee turnover can also impact service consistency. Addressing these issues through training and quality control is essential for improvement.

5. How often are Forbes inspections conducted?

Initial inspections are unannounced and determine the initial rating. Once a property is rated, Forbes conducts annual evaluations to ensure continued compliance. Properties must maintain their standards year-round because inspectors can return unannounced at any time. Continuous training and internal audits help ensure readiness.

6. Is a Forbes star rating relevant for smaller boutique properties?

Yes. Boutique properties can earn Forbes ratings if they meet the criteria. Smaller properties often excel in personalized service because they have fewer rooms and can focus on individual guests. Many guests value unique experiences and local authenticity, which boutique hotels can deliver while still meeting Forbes standards for luxury and service.

7. How can digital tools support compliance with Forbes standards?

Digital tools streamline operations by converting SOPs into checklists, scheduling tasks, tracking training, and logging service requests. They provide real-time data on service performance and compliance, helping managers identify issues before they affect guests. Platforms like KNOW also support audit readiness by maintaining records of completed tasks and corrective actions.

8. What role does technology play in the guest experience for a five-star rating?

Technology enhances convenience and efficiency. Examples include mobile check-in, keyless entry, digital concierge services, high-speed Wi-Fi, and in-room tablets for controlling temperature or lighting. However, technology must complement, not replace, personalized service, especially in exceptional properties. The key is to use technology to streamline mundane tasks so staff can focus on delivering high-touch experiences.

9. Are Forbes standards only about luxury, or do they include sustainability and wellness?

Forbes standards primarily evaluate luxury and service, but they increasingly consider wellness and sustainability. Many five-star properties incorporate wellness amenities like spas and fitness programs, and they may highlight sustainable practices such as eco-friendly toiletries, energy-efficient lighting, and locally sourced ingredients, while also adhering to strict restaurant standards. The overall goal is to enhance the guest experience while aligning with modern values.

10. What is the best way to prepare for a Forbes inspection?

Preparation begins with understanding the standards and conducting self-assessments. Train your team thoroughly, ensure consistent delivery of service, and maintain facilities meticulously. Use tools like KNOW to manage checklists, schedule audits, track issues, and monitor performance. Encourage staff to identify areas for improvement and celebrate successes. When inspection day comes, treat it like any other day. If you practice excellence daily, you’ll be ready for any external audit.