Luxury hospitality is undergoing a quiet but significant transformation. As global travellers become more conscious of their environmental and social impact, expectations of what defines a truly exceptional stay are evolving. Responding to this shift, Forbes Travel Guide (FTG), the world’s authority on luxury hospitality, introduced VERIFIED™ Responsible Hospitality, a verification designed to embed sustainability into the very fabric of luxury service.
A Legacy of Trust in Luxury Hospitality
Since 1958, Forbes Travel Guide has shaped the global hospitality landscape as the creator of the original Five-Star rating system. For more than six decades, its independent inspections and exacting standards have guided travellers toward the world’s finest hotels, restaurants, spas and ocean cruise ships.
That legacy of trust now extends into the sustainability space. As luxury travellers increasingly seek reassurance that their choices align with their values, FTG’s move into responsible hospitality reflects both market demand and an evolution of luxury itself.
Herve Houdre
Global Ambassador, Responsible Hospitality
Forbes Travel Guide
“For 68 years, Forbes Travel Guide has curated exceptional hospitality experiences. Today, that same trust guides guests toward hotels committed to Responsible Hospitality, where environmental stewardship and community respect are part of the experience,” says Hervé Houdré, Global Ambassador, Responsible Hospitality, Forbes Travel Guide.
What ‘Responsible Hospitality’ Means
Kathleen Price
Director, AtelierCX
Forbes Travel Guide
In an exclusive interview with Experiential Planner, Kathleen Price, Director, AtelierCX, Forbes Travel Guide, explains that VERIFIED™ Responsible Hospitality was developed to address a clear gap in the market. She notes that many existing sustainability certifications were either overly technical, resource-intensive, or lacked the credibility required to validate sustainability claims meaningfully.
VERIFIED™ Responsible Hospitality, she explains, was designed as a practical and achievable framework for luxury hotels, one that supports responsible practices without diluting service excellence. Rather than operating as a rigid checklist, the programme functions as a roadmap, enabling hotels to integrate sustainability into daily operations while preserving the elevated guest experience expected in luxury hospitality.
This approach has already been embraced by several leading luxury hotels. Properties such as The Ritz-Carlton, Dubai; Waldorf Astoria Kuwait; Banyan Tree Dubai; and Conrad Abu Dhabi Etihad Towers are among those that have achieved the VERIFIED™ Responsible Hospitality badge, reflecting how sustainability can be seamlessly embedded into luxury operations.
Why Responsible Hospitality Matters Now
Kathleen highlights that today’s travellers, and increasingly, travel advisors, are seeking transparency, accountability and credibility from the brands they choose to support.
In this context, VERIFIED™ Responsible Hospitality offers clarity and confidence. The badge signals that a hotel’s sustainability commitments are not simply aspirational, but independently validated by a trusted authority in luxury hospitality.
Looking ahead, she shares that Forbes Travel Guide expects sustainability to evolve from a differentiator to a baseline expectation in the luxury segment over the next five years. VERIFIED™ Responsible Hospitality, she notes, is positioned to influence booking decisions much like the Five-Star rating system has done for decades.
Challenges in Achieving the Badge
Kathleen said, “The most challenging areas for many properties tend to be those that require operational and cultural change rather than simple policy adoption. Waste reduction, the elimination of single-use plastics and consistent implementation across departments often require coordination between procurement, training and guest-facing teams.”
For luxury hotels, the challenge lies in implementing these changes without disrupting the guest experience. VERIFIED™ Responsible Hospitality was intentionally structured to help properties strike this balance, reinforcing sustainability while maintaining the hallmarks of luxury service.
Ensuring Credibility Beyond Claims
A defining strength of VERIFIED™ Responsible Hospitality, Kathleen tells, is its emphasis on accountability and integrity. While the programme begins with a self-assessment, certain standards require supporting documentation, and hotels must attest to the accuracy and completeness of the information provided.
She adds that Forbes Travel Guide reinforces credibility through ongoing oversight, including impromptu evaluator visits based on guest feedback or compliance reviews. FTG also reserves the right to investigate and revoke the badge if misrepresentation is identified.
“This layered approach ensures the programme reflects genuine operational practices rather than surface-level claims,” Kathleen says.
Shaping the Future of Luxury Travel
Looking ahead, VERIFIED™ Responsible Hospitality is expected to become an increasingly influential signal for luxury travellers navigating a crowded marketplace. As awareness grows, the badge offers a trusted, independent validation that a property’s values align with those of today’s conscious global traveller.
By redefining what responsible luxury looks like, without compromising on excellence, Forbes Travel Guide is helping set a new global standard for the future of hospitality.
