What the “Endorsed by Forbes Travel Guide” distinction means, how Forbes evaluates luxury and how an endorsed travel agency adds value to your journey.
In brief
What does “Endorsed by Forbes Travel Guide” mean?
Forbes Travel Guide does more than rate hotels. Since 2023, it has also recognised selected travel agencies whose work is defined by exceptional service, informed advice and a considered use of independent Star Ratings.
The distinction is invitation-only. An agency must demonstrate industry leadership and outstanding client service, familiarise its advisor network with Forbes Travel Guide standards and use the independently verified selection of Star-Rated hotels as a source of quality guidance.
Deluxetargets appears on the official list of Endorsed Travel Agencies. Based on our review of the current list, Deluxetargets is the only listed travel agency headquartered in Switzerland.
Founded1958Evaluation criteriaUp to 900InspectionsAnonymous & independentEndorsed agencies 2026About 70 worldwide
Forbes Travel Guide 2026
Forbes Rated Hotels 2026.
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The value for travellers
Why book through a Forbes Travel Guide agent?
01
Verified quality
Forbes Star Ratings provide independent guidance on service and facilities. Your advisor identifies which rated hotel genuinely suits your journey.
02
Direct hotel contact
At Star-Rated hotels, a booking can be connected with the responsible teams and general managers. Important preferences are shared before arrival.
03
Personal recognition
The occasion, room preferences, daily rhythm and particular needs are coordinated in advance rather than explained only at check-in.
04
The right choice
An award alone is not decisive. Location, room category, season, atmosphere and destination need to work together.
05
VIP benefits reviewed
Breakfast, hotel credit, upgrades or flexible arrival times may be available through suitable partner programmes and are checked transparently.
06
Continuity
One personal advisor remains responsible when several hotels, transfers, guides and special experiences form part of the same journey.
The history of Forbes Travel Guide
From Mobil Travel Guide to a global authority on luxury service.
The story began in 1958 as Mobil Travel Guide. Its guidebooks created the original Five-Star system for hospitality. What started as a North American guide evolved into a global rating authority for luxury hotels, restaurants, spas and ocean cruise ships.
In 2009, Mobil Travel Guide became Forbes Travel Guide in collaboration with Forbes Media. Forbes Travel Guide is operated by The Five Star Travel Corporation and uses the Forbes name under licence.
Today, Forbes Travel Guide evaluates every property in person. Professional inspectors travel anonymously, pay for their own stays and assess hotels against up to 900 objective criteria. A rating cannot be purchased.
Mobil Travel Guide
The original Five-Star system for hospitality is established.
Forbes Travel Guide
The brand becomes global and focuses on luxury service.
Endorsed agencies
The first travel agency receives the new FTG distinction.
A global circle
The official list currently includes around 70 selected agencies worldwide.
How Forbes inspects
Stars are earned, not bought.
Forbes Travel Guide describes itself as the only independent global rating system for luxury hotels, restaurants, spas and ocean cruise ships.
Anonymous inspectors
Inspectors present themselves as ordinary guests. Hotels do not know when an inspection is taking place.
At least two nights
Hotel ratings are based on a genuine stay, not a brief property tour.
Up to 900 criteria
Specific service and facility standards are evaluated through an objective system.
Service at the centre
The guest experience and quality of service carry more weight than architecture or facilities alone.
Five-Star, Four-Star, Recommended
The categories distinguish levels of service and facilities without relying on hotels’ own claims.
Booking Forbes Travel Guide hotels
Where can I book Forbes hotels and resorts?
A Forbes Star Rating describes a property’s inspected quality. It is not a booking rate. Any additional VIP benefits must be checked separately against the specific rate and partner programme.
Book online
Forbes hotels with clearly stated VIP benefits.
PrivateUpgrades lets you search and book luxury hotels online. Each rate clearly shows whether breakfast, hotel credit, an upgrade or other benefits are included.
When the hotel, route and occasion need to work together.
Deluxetargets considers not only stars and benefits, but room location, season, transfers, privacy, travel style and the complete flow of your journey.
Deluxetargets has planned private luxury journeys from Switzerland since 2001. The Forbes Travel Guide distinction complements a network that includes Virtuoso, PrivateUpgrades, DeluxeAtSea, IATA and direct relationships with leading hotels, cruise lines and destination specialists.
Deluxetargets belongs to the selected international circle of travel agencies recognised by Forbes Travel Guide and is the only listed agency headquartered in Switzerland.
What matters is the work itself: listening, comparing, explaining the right choice, communicating preferences and remaining available during the journey. A logo opens a door. Personal advice ensures the journey behind it is right.
An invitation-only luxury travel network of hotels, cruise lines, tour operators and destination specialists.
Depending on the partner, preferred benefits, access and personal travel planning.
Hotel preferred partner programmes
Brand-specific programmes operated by individual hotel groups.
Depending on the hotel and rate, breakfast, credit, upgrades or other VIP benefits.
How Deluxetargets works
From the first idea to a precise booking.
01
Understand
We clarify the occasion, expectations, travel rhythm, budget and previous experiences.
02
Review
We compare hotels, Star Ratings, rates, benefits, location, season and the overall itinerary.
03
Coordinate
Important details are coordinated personally with hotels, guides and partners before arrival.
04
Accompany
One dedicated advisor remains responsible before, during and after the journey.
Frequently asked questions
Forbes Travel Guide, clearly explained.
What does “Endorsed by Forbes Travel Guide” mean?
The distinction identifies travel agencies recognised by Forbes Travel Guide for their client service and commitment to independently inspected Star-Rated hotels. The programme is invitation-only and requires advisor education on Forbes Travel Guide ratings.
Is Deluxetargets a Forbes Travel Guide agent?
Yes. Deluxetargets appears on Forbes Travel Guide’s official list of Endorsed Travel Agencies. Based on our review of the current list, it is the only listed travel agency headquartered in Switzerland.
Is Forbes Travel Guide part of Forbes magazine?
No. Forbes Travel Guide is operated by The Five Star Travel Corporation. It uses the Forbes name under licence from Forbes LLC but is not a subsidiary of Forbes Media.
How does Forbes Travel Guide rate hotels?
Anonymous professional inspectors visit every rated hotel in person and stay for at least two nights. They assess up to 900 objective criteria and pay for the inspection themselves; no hotel can purchase a rating.
What is the difference between Forbes Five-Star and an endorsed agent?
Five-Star, Four-Star and Recommended are ratings for hotels, restaurants, spas and cruise ships. “Endorsed Travel Agency” is recognition of a travel agency. A hotel rating and an agency distinction answer different questions.
What are the benefits of booking through a Forbes agent?
You receive advice informed by independent quality ratings, direct communication with Star-Rated hotels, early coordination of important preferences and one personal point of contact.
Where can I book Forbes Travel Guide hotels?
You can plan Star-Rated hotels personally through Deluxetargets or search and book them online through PrivateUpgrades. The hotel’s Forbes rating and the specific VIP benefits included in a rate are considered separately.
How do I find a Forbes Travel Guide agent?
Forbes Travel Guide publishes an official list of Endorsed Travel Agencies. Also consider experience with your type of journey, direct partner relationships, a dedicated advisor, transparent fees and support during travel.
How much does advice from a Forbes Travel Guide agent cost?
The fee depends on the scope of the planning. A single hotel booking differs from a complex multi-stop itinerary. Deluxetargets agrees the consulting framework transparently before planning begins.
When is an endorsed travel agent particularly valuable?
For important occasions, sophisticated suites and villas, multi-stop journeys, high-demand seasonal windows, private guides or travel where service quality and discreet support are decisive.
Private travel consultation
What may we plan for you?
Tell us what you would like to experience. We personally review suitable Forbes Star-Rated hotels, VIP benefits and the complete journey.
