Forbes Travel Guide has long been recognized as the gold standard for luxury hospitality ratings. Every year, anticipation builds for the announcement of the Forbes Travel Guide Star Awards, especially the coveted Five-Star distinction. These awards, announced annually, are the result of rigorous, anonymous inspections conducted by Forbes Travel Guide experts who evaluate properties based on hundreds of stringent criteria, with a significant emphasis on exceptional service. As we eagerly await the 2025 Star Award winners announcement, let’s delve into the key trends and elements that Forbes Travel Guide inspectors are identifying as defining today’s Five-Star luxury experiences.
Aerial view of Hotel das Cataratas, A Belmond Hotel, Iguassu Falls showcasing its location near the waterfalls
Seeking Authentic and Unforgettable Experiences Beyond the Familiar
While established luxury destinations like London and Macau remain prominent in the high-end travel sector, Forbes Travel Guide is observing a rising demand for unique and authentic experiences in lesser-known locales. Travelers are increasingly seeking fresh perspectives and genuine cultural immersions that may be harder to find in more conventional tourist hotspots.
Destinations like Brunei in Southeast Asia exemplify this trend. The Empire Brunei, a Forbes Travel Guide-recommended property, captivates guests not only with its opulent amenities like five pools and a bowling alley but also with opportunities to connect with nature. Guests can enjoy birdwatching with over 200 species present or embark on mangrove safaris to observe monkeys in their natural habitat.
Similarly, Hotel das Cataratas, A Belmond Hotel, Iguassu Falls, nestled within Brazil’s Iguacu National Park and a recipient of Forbes Travel Guide recognition, provides unparalleled access to the surrounding natural wonders. The hotel offers unique experiences like full moon walking tours of the falls, allowing guests to intimately connect with the stunning landscape. These examples highlight a shift in luxury travel, where unique, location-specific experiences are becoming increasingly valued and are key factors considered by Forbes Travel Guide inspectors.
Exterior view of The Lodge at Blue Sky, Auberge Resorts Collection, showcasing its mountain setting and architecture
Wellness Travel Elevated: Holistic Wellbeing Beyond the Spa
Wellness has transcended the spa and become a central pillar of the luxury travel experience, a trend keenly observed by Forbes Travel Guide. As Forbes Travel Guide inspectors experienced wellness offerings globally in 2024, they noted a significant emphasis on comprehensive self-care integrated into the hotel experience.
The Lodge at Blue Sky, Auberge Resorts Collection, situated in Utah’s breathtaking Wasatch Mountains and recognized by Forbes Travel Guide, actively encourages guests to embrace outdoor adventures by providing backpacks and walking sticks for hiking. Furthermore, the resort thoughtfully incorporates wellness through healthy welcome amenities, such as fresh fruit and vegetables served with hummus.
Waldorf Astoria Seychelles Platte Island, a secluded Indian Ocean retreat also highlighted by Forbes Travel Guide, equally values mental and physical wellbeing. Here, classes in breathing and meditation are offered alongside traditional spa treatments like deep tissue massages and body scrubs, demonstrating a holistic approach to wellness.
At Maroma, A Belmond Hotel, Riviera Maya, Forbes Travel Guide inspectors witnessed how small gestures significantly enhance the wellness experience. Spa therapists offering complimentary head massages on the beach exemplify how attention to detail and unexpected moments of care contribute to a truly luxurious and wellness-focused stay.
Exterior of Ritz Paris showcasing its classic architecture and Parisian setting
The Power of Partnerships: Luxury Hotels and Brand Collaborations
Luxury hotels are increasingly leveraging strategic collaborations with high-end brands to elevate the guest experience beyond expectations, a strategy noted by Forbes Travel Guide. Recognizing that guests appreciate familiar luxury touches, hotels are creating curated offerings and personalized perks through these partnerships.
The Colony Hotel in Palm Beach, a Forbes Travel Guide-listed property, exemplifies this service evolution. The hotel has partnered with renowned lifestyle brands like Dolce & Gabbana, Goop, and Matouk to introduce design enhancements that resonate with their discerning clientele.
These collaborations extend beyond in-room aesthetics. From fashion partnerships (like Ritz Paris teaming up with Frame) to pool redesigns (The Little Nell collaborating with Dior) and art installations (Atlantis The Royal partnering with Louis Vuitton), luxury properties are creating a harmonious synergy of brands. This approach elevates the overall guest experience to new levels, providing curated luxury at every touchpoint, a factor highly considered in Forbes Travel Guide ratings.
As Forbes Travel Guide prepares to announce its 2025 Star Awards, these trends underscore the evolving definition of luxury travel. The focus is shifting towards authentic experiences, holistic wellness, and carefully curated partnerships, all contributing to unforgettable guest journeys recognized by the esteemed Forbes Travel Guide Five-Star award.
Discover the full list of Forbes Travel Guide 2025 Star Award winners here.
