For the first time in its history Forbes Travel Guide has introduced its world-renowned Star Ratings programme to hotel and spas in Europe. Originally conceived in 1958 the system, which places greater emphasis upon quality of service than on the prevalence of amenities, has historically been restricted to North America and Asia where only a tiny fraction of establishments have been awarded the coveted five stars status. Now six upmarket hotels and two spas in London have also received the award marking the company’s first foray into the European hospitality market.
Photo Credit: phalinn
The Star Ratings System
Similar in structure to the Michelin Restaurant Guide, the Forbes Star Ratings system does not provide quality assurance for every hotel or spa in a particular location unlike other hotel ratings programmes. In North America only approximately 15% of hotels are officially recommended by Forbes and less than 1% receives the five stars gold standard.
In order to provide an independent assessment of a hotel, trained inspectors arrive unannounced and conduct an inspection, awarding the hotel between one and three stars. For hotels which are identified as likely to achieve four or five stars, an inspector will spend two to three nights undercover at the hotel where he will participate in all aspects of the hospitality on offer and assess it against a comprehensive list of over 550 items.
Facilities v Service
The focus of the initial assessment of a hotel, resulting in the award of one, two or three stars, is facilities. The inspector examines the cleanliness, condition and location of the hotel as well as the amenities, and in this respect the assessment is similar to other awards programmes such as those operated in the UK by the AA and English Tourist Board.
For those hotels and spas which progress to an assessment for four or five stars, the emphasis is upon the overall guest experience. Inspectors grade the establishment based on the quality and consistency of service as opposed to the availability and condition of facilities.
London’s Five Stars Hotels and Spas
With a total of eight five stars rated hotels and spas, London is now among the top three global destinations with the highest proportion of top-rated establishments. Only Hong Kong can better London’s achievement with one additional five stars hotel while New York equals the British capital’s achievement, cementing London’s claim as one of the world’s most luxurious destinations.
The six upmarket hotels which received the coveted five stars award are 45 Park Lane, Claridge’s which is home to some of the most decadent hotel suites in London, Four Seasons Hotel London at Park Lane, The Dorchester, The Lanesborough and the Savoy. The spas which achieved the award are The Spa at Four Seasons and The Spa at Madarin Oriental.
General Manager of Claridge’s, Thomas Kochs, described his excitement at receiving the Forbes award saying, “We are excited and honoured to… receive the highest accolade of Five Stars”. In particular he cited the exceptional service that his team offers to guests staying in the hotel . Also fundamental to Claridge’s success is the broad range of designer suites which offer unrivalled glamour, space and comfort for the discerning traveller.
In addition to the five stars establishments 23 London hotels and spas were awarded four stars and commendations from the judges, including The Ritz, Intercontinental London Park Lane, the Corinthia Hotel and The Berkeley Health Club and Spa.
Further into Europe
Following the assessments in London, the Forbes Star Ratings will be awarded to hotels and spas throughout Europe, with Paris’s successful candidates being announced in 2014.
This article was written by luxury travel blogger Nicola. She has stayed in hotels all over the world, and says her favourite is Claridges Hotel in London.
