Forbes Travel Guide is preparing to unveil its highly anticipated 2025 Star Award winners on February 12th. These awards are the gold standard in the hospitality industry, representing the pinnacle of luxury experiences. But what exactly does it take for a hotel to earn the coveted Forbes Travel Guide Five-Star award? Forbes Travel Guide’s expert inspectors anonymously evaluate properties based on hundreds of rigorous standards, with a laser focus on exceptional service. As we approach the 2025 Star Award winners announcement, let’s explore the key trends and elements that define a Forbes Travel Guide Five-Star experience in today’s evolving luxury landscape.
Authentic Experiences Are the New Luxury Frontier
While established luxury destinations like London and Macau remain popular, Forbes Travel Guide inspectors are noticing a growing trend towards unique and authentic experiences in less-traveled locations. Today’s luxury traveler seeks more than just opulence; they crave genuine connections and memorable moments. These fresh perspectives often come from destinations offering something truly different from the well-trodden tourist paths.
Consider Brunei, a hidden gem in Southeast Asia. The Empire Brunei isn’t just about luxurious amenities like five swimming pools and a bowling alley. It immerses guests in the local environment, offering opportunities for birdwatching with over 200 species and mangrove safaris where monkeys can be spotted in their natural habitat.
Similarly, Hotel das Cataratas, A Belmond Hotel, Iguassu Falls, nestled within Brazil’s Iguacu National Park, provides unparalleled access to nature. Guests can experience the majestic falls under the full moon with exclusive walking tours, creating unforgettable memories. These destinations exemplify how the definition of luxury is expanding to encompass unique, authentic, and location-specific experiences, a key aspect recognized by Forbes Travel Guide.
Wellness Travel Goes Beyond Traditional Spas
Wellness is no longer confined to the spa; it’s becoming an integral part of the entire travel experience. Forbes Travel Guide inspectors observed that hotels are increasingly focusing on holistic wellness, paying attention to the finer details of guest well-being. Luxury hotels are responding to the growing demand for wellness travel by incorporating thoughtful touches throughout the guest journey.
The Lodge at Blue Sky, Auberge Resorts Collection in Utah’s Wasatch Mountains encourages guests to embrace the outdoors by providing backpacks and walking sticks for hiking adventures. The resort also welcomes guests with healthy amenities like fresh fruit and vegetables with hummus, demonstrating a commitment to wellness from arrival.
Waldorf Astoria Seychelles Platte Island, a secluded paradise in the Indian Ocean, equally values mental and physical well-being. Breathing and meditation classes are offered alongside traditional spa treatments like deep tissue massages, highlighting a comprehensive approach to wellness.
At Maroma, A Belmond Hotel, Riviera Maya, spa therapists extend their services beyond the spa walls, offering complimentary head massages on the beach. These small gestures of care leave a lasting positive impression, showcasing how attention to detail in wellness contributes to a Forbes Travel Guide Five-Star experience.
Luxury Hotels Leverage High-End Collaborations
Luxury hotels understand the power of partnerships. Guests expect a heightened sense of luxury, extending beyond the expected amenities. To meet these elevated expectations, Forbes Travel Guide has noted a rise in strategic alliances between hotels and leading luxury brands. These collaborations result in curated offerings and personalized perks that redefine the guest experience and contribute to achieving a Forbes Travel Guide rating.
The Colony Hotel in Palm Beach exemplifies this trend. The hotel has partnered with renowned lifestyle brands like Dolce & Gabbana, Goop, and Matouk to enhance its design and appeal to its discerning clientele. These collaborations create a unique and desirable ambiance that resonates with luxury travelers.
Beyond in-room aesthetics, hotels are collaborating with designer labels across various aspects of the guest experience. From fashion partnerships (Ritz Paris and Frame) to pool redesigns (The Little Nell and Dior) and art installations (Atlantis The Royal and Louis Vuitton), these collaborations create a sophisticated synergy. This elevates the overall guest experience to new heights, demonstrating the innovative approaches luxury hotels are taking to achieve and maintain Forbes Travel Guide Five-Star status.
This week marks the unveiling of the 2025 Forbes Travel Guide Star Awards. Click here to discover the full list of winners and explore the properties setting new benchmarks in luxury hospitality, as recognized by Forbes Travel Guide.
