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Luxury travel is evolving at a rapid pace, and no one has a better view of these changes than Amanda Frasier, President of Standards & Ratings at Forbes Travel Guide. At the recent Forbes Travel Guide Summit in Monaco, Amanda sat down with hertelier to share insights on her career journey, how hotels achieve their coveted stars, and the seismic shifts shaping luxury hospitality. From the rise of female travelers to unexpected brand collaborations, here are five key takeaways.
1. The Road to Forbes Travel Guide Wasn’t Always Paved in Stars
Amanda’s career in hospitality started almost by chance. Dreaming of traveling overseas, she attended a college career night and was drawn to a course focused on trip planning. That moment led her to study hospitality and secure her first job at a country house hotel in the UK. After gaining experience at luxury properties in Bermuda and New York, she transitioned to Forbes Travel Guide (then the Mobil Guide) following years in operations. It was there that she realized how opaque the rating system was. “We didn’t know what we were being graded on,” she admitted, which fueled her passion for bringing transparency to the industry.
2. Forbes Ratings Aren’t a Pay-to-Play System
Think a hotel can buy its way onto the Forbes Travel Guide list? Think again. Amanda emphasized that ratings are earned, not purchased. The Forbes team actively researches properties around the world, selecting them based on market trends, travel data, and guest expectations. “You can raise your hand and express interest, but you can’t pay to be on the list,” she explained. The rigorous evaluation process ensures that the star designation is based purely on guest experience and service excellence.
3. The Definition of Luxury Has Changed—And Travelers Are Calling the Shots
Twenty years ago, luxury travel was defined by formality and exclusivity. Today, the power lies with the traveler. “Guests now dictate what luxury means to them,” Amanda noted. This could be anything from dressing casually at a Michelin-starred restaurant to valuing personalized service over grandeur. The rise of digital accessibility has also changed expectations. “Luxury travelers are more educated than ever—thanks to social media and instant access to reviews, they know exactly what they want.”
“Luxury travelers are more educated than ever—thanks to social media and instant access to reviews, they know exactly what they want.”
4. The Rise of Female Travelers is Reshaping Hospitality
Women now drive 80% of luxury travel decisions, and solo female travel is booming. Virtuoso even predicts 2025 to be ‘The Year of the Wander Woman.’ While Forbes Travel Guide doesn’t create specific female-centric standards, their evaluations naturally highlight comfort, safety, and personalization. “Luxury hotels that are paying attention to these needs are seeing the benefits,” Amanda observed. From well-lit public spaces to thoughtful in-room amenities, the best properties are designing with all travelers in mind.
5. Luxury and Fashion Collabs Are the Future
One of the hottest trends? Hotels teaming up with luxury fashion brands. At the Summit, Forbes Travel Guide awarded the Best Retail Collaboration to the Ritz Paris and Frame for their chic in-hotel boutique and limited edition collection, while Atlantis The Royal in Dubai took home the Best Experiential Collaboration for its over-the-top luxury activations. These partnerships aren’t just about retail—they’re about immersive guest experiences. “Guests want to feel connected to brands, and what better way than through exclusive, on-property experiences?” Amanda said.
For the full conversation (and trust us, you want to hear it), check out Hospitality Daily.
