FORBES TRAINING

INTRODUCTION

Since 1958 FORBES has developed the five-star rating system to reflect the highest levels of service and facility standards in the industry.

FORBES´ main focus is the Guest Experience and Five-Star Customer Service. 

     INTRO

STANDARD UPDATES

STANDARD UPDATES

• Arrival Service

• Guest Service One/ Two

• Guest Service Request

• Departure Service

• Digital Communications

CLASSIFICATIONS

CLASSIFICATIONS

Each Forbes Travel Guide standard reflects a category of the guest experience known as a Classification. The following Classifications are represented within 2019 standards for hotels:

Cleanliness & Condition

Courtesy & Manners

Efficiency

Elements of Luxury

Food & Beverage Quality

Graciousness, Thoughtfulness & Sense of Personalized Service

Guest Comfort & Convenience

Staff Appearance

Technical Execution, Skill & Knowledge

ARRIVAL SERVICE

ARRIVAL

-Guest acknowledgement

- Avoid slang and phrase-fragments

-Staff is polite and appropriate 

-Positive body language

-Genuine sense of interest and concern

-Anticipatory service 

-Cross-departmental channels of communication 

- Staff is efficient and knowledgable

-Staff closes interactions 

-All staff is well-groomed

-Alert posture and professional behavior

-Staff does not decline any request without offering appropriate alternatives

-Guests are politely greeted curbside within 30 seconds of arriving-

-Luggage assistance is immediate at curbside and offered by the staff

- The guest is escorted or directed

-Check in process does not exceed five minutes

- Special requests or bookings made prior to arrival are confirmed during registration or upon entering guest room

-Newspaper service is made known during arrival

-All details of reservation are accurate; departure date is confirmed 

-The guest is offered an escort to their room

-Luggage service is secure and does not require the guest to identify luggage at any time once a hotel staff member has collected it

-Luggage is stored conveniently

-Luggage arrives within 10 minutes of registration completion

- Orientation to the hotel and guest room are discreet and helpful

-If guest room is not ready beyond hotel’s check-in time, staff makes suggestions and provides estimated time for room.

-Did the arrival process, staff or level of thoughtfulness stand out in any way?

-The service is handled without excessive delays or interruptions 

DEPARTURE

• Telephone conversation is calm and clear

• Ask permission to place on hold, maximum 30 seconds.

• Guest Acknowledgment

• Staff´s verbal and non-verbal communication is appropriate

• Thoughtful and anticipatory service

• Staff knowledgeable and efficient

• Staff closes interactions with polite, appropriate remarks

• All staff encountered are extremely well-groomed

• Staff maintains alert posture and behaves professionally in view of the guest

• If hotel transportation service is utilized, the appearance and hospitality skills of the staff are professional and courteous

• Staff does not decline any request without offering appropriate alternatives

• Bellman arrives within eight minutes of departure assistance request; or within five minutes of prearranged luggage pick-up time

• Time spent settling the folio does not exceed five minutes

• Luggage service is secure and does not require the guest to identify luggage 

• Staff accepting payment specifically thanks the guest and closes the interaction with a polite and appropriate remark

• Staff proactively offers transportation assistance, not waiting for the guest to exit the hotel and seek transport

• The final folio is offered to guest for review prior to processing

• The final folio is automatically and neatly placed in a folder or envelope, or delivered via email in accordance with the guest’s preference. If an emailed folio is requested, it must be delivered within one hour

• The final folio is accurate and easy to read

• If applicable, posting/charge errors called to the attention of the staff are quickly and discreetly rectified with words of apology

• There will be no unexpected charges posted to the folio; guests must have been advised in some obvious manner of all charges

• Did the departure process, staff or level of thoughtfulness stand out in any way?

• The service is handled without excessive delays or interruptions

GUEST SERVICES

GUEST SERVICE

• Telephone Etiquette

• Guest Acknowledgment

• Proper verbal and non-verbal communication

• Staff exhibits a genuine sense of interest and concern for the guest

• Thoughtful and anticipatory service

• Cross-departmental channels of communication among staff are consistent and complete

• Staff is knowledgeable and efficient

• The guest's name is used naturally as a signal of recognition

• All staff encountered are extremely well-groomed

• Staff maintains alert posture and behaves professionally in view of the guest

• Follow-up service or call-backs are timely and accurate

• When asked about restaurant recommendations, staff provides an appropriate choice of options and describes cuisine and atmosphere

• Staff arrives to the room within 10 minutes unless advised otherwise

• Requested items delivered to the room are elegantly presented

• The service or resolution provided by the staff meets the guest's needs and expectations

• The service is handled without excessive delays or interruptions

• Appropriate choice of options of local activities

• Appropriate direction and transportation options

• Staff can produce brochures, maps, publications, playbills or local restaurant menus to help the guest make decisions

• All non-digital collateral is professionally presented

• Staff does not decline any request without offering appropriate alternatives

• The service or resolution proposed by the staff fully and accurately meets the guest's needs

• The service is handled without excessive delays or interruptions

• The hotel supports a variety of basic business requests, such as Internet access, photocopying, faxing and printing

DIGITAL COMMUNICATIONS

• The hotel's website is professional in design, intuitive and consistent with the property and/or brand

• An online hotel booking engine or mobile application

• is available; it is easy to complete a reservation

• Automatically generated email communications, such as confirmation emails, are professional and personalized

• Staff is professional and courteous when corresponding with the guest via email

• All email communications accurately reflect the property and/or brand

• All text message communications are polite, professional and consistent with the property style

• Text message responses are instantaneous or within the promised timeframe

• When guest requests are made through digital technology, the functionality is intuitive and convenient

• All service automation implements function seamlessly and as expected

What are Forbes Travel Guide standards?

Forbes Travel Guide standards are an independent inspection system used to evaluate luxury hotels, restaurants, spas and cruise experiences. Forbes Travel Guide inspectors visit anonymously, pay for their own experience and assess properties against up to 900 objective standards. Hotel inspections normally include a stay of at least two nights. 

The standards do not focus only on beautiful facilities. In the current rating model, service represents approximately 70% of the result, while the quality and condition of the facilities represent about 30%. 

What do they evaluate?

Forbes Travel Guide evaluates the complete guest journey, including:

• reservation and pre-arrival communication;

• arrival and welcome;

• cleanliness and presentation;

• efficiency and accuracy;

• employee knowledge;

• gracious and professional communication;

• comfort and convenience;

• personalisation and anticipation;

• sense of luxury;

• problem resolution;

• payment and departure;

• wellness and responsible hospitality practices.

The experience is evaluated from the first contact until the guest leaves—not only during the meal, treatment or hotel stay. 

Practical meaning for employees

The complete FTG scoring checklist is not publicly available. The following is a practical interpretation of its publicly stated principles rather than official FTG wording.

1. Recognition

The guest must never feel invisible.

Employees should:

• acknowledge the guest immediately;

• make natural eye contact;

• offer a warm and professional greeting;

• use the guest’s name naturally when known;

• recognise returning guests and relevant preferences.

2. Personalisation

Five-Star service is not identical service for every guest.

Employees observe the guest’s:

• purpose of visit;

• preferred pace;

• communication style;

• dietary needs;

• seating preferences;

• special occasion;

• need for privacy or conversation.

The service is then adapted appropriately.

3. Anticipation

The employee should notice needs before the guest repeatedly asks.

Examples include:

• offering water before the glass becomes empty;

• preparing a high chair before the family is seated;

• replacing unsuitable cutlery before the next course;

• providing an umbrella when it begins to rain;

• recognising that the guest may need the bill quickly.

Anticipation should feel natural, not intrusive.

4. Efficiency and accuracy

Luxury service must be warm and operationally correct.

Employees should:

• give accurate information;

• keep promised timings;

• confirm orders and special requests;

• communicate delays before the guest asks;

• deliver the correct item to the correct guest;

• process payment without unnecessary waiting.

5. Gracious communication

The language should be polished, confident and positive.

Instead of:

“I don’t know.”

Use:

“Allow me to confirm that for you.”

Instead of:

“You need to wait.”

Use:

“It will take approximately ten minutes. May I offer you a comfortable place while we prepare it?”

The aim is not artificial formality. Communication should feel sincere, respectful and appropriate to the guest.

6. Emotional intelligence

FTG places strong emphasis on how the experience makes the guest feel. Its training programs also focus on emotional intelligence and a service-driven mindset. 

Employees must be able to:

• read the guest’s mood;

• understand when to speak and when to give privacy;

• remain calm under pressure;

• respond with empathy;

• avoid defensive or robotic communication;

• adapt without losing professionalism.

7. Ownership

The guest should not be passed from employee to employee without support.

A professional response is:

“I will take care of this for you and update you within five minutes.”

Even when another department must complete the task, the original employee should follow up and confirm that the request was resolved.

8. Seamless teamwork

The guest should experience one coordinated organisation, not separate departments.

Information must be handed over professionally so that the guest does not need to repeat:

• an allergy;

• a complaint;

• a celebration;

• a transport request;

• a room or table preference.

9. Technical quality

Emotional service does not replace technical standards.

For restaurant employees, this includes:

• hygienic handling of plates, cutlery and glassware;

• correct table setup;

• menu and allergen knowledge;

• accurate order taking;

• coordinated food delivery;

• discreet clearing;

• correct beverage service;

• professional appearance and posture.

The exact left-side or right-side procedure may depend on the restaurant’s service style and approved SOP. FTG evaluates the total quality, professionalism, comfort and consistency of the experience—not one universal serving method for every concept.

10. Memorable farewell

Service does not finish when the bill is paid.

The guest should receive:

• prompt and discreet payment handling;

• assistance with coats or belongings;

• a sincere thank-you;

• recognition of the occasion or return visit;

• a warm farewell at the door whenever possible.

Forbes Travel Guide rating levels

Five-Star: an outstanding experience with consistently highly customised service.

Four-Star: an exceptional property with a high level of service and facilities.

Recommended: an excellent property with consistently good service and facilities. 

Best wording for our training documents

Because we do not have the complete licensed FTG inspection checklist, our documents should say:

“This material is aligned with the publicly stated service principles of Forbes Travel Guide and the operating practices of leading luxury hospitality brands.”

We should avoid saying:

“These are the official Forbes Travel Guide standards.”

That would suggest that the document reproduces FTG’s complete proprietary standards or has been officially approved by Forbes Travel Guide.