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If there’s anywhere that epitomizes high-end hospitality, it’s Monaco—so it was only fitting that Forbes Travel Guide (FTG) chose the glamorous principality for its first-ever European Summit. The invitation-only gathering brought together 750 of the world’s top hoteliers, travel advisors, select suppliers, and—for the first time—travel media.
But this wasn’t just any industry event. Over two days, the C-suite of luxury hospitality exchanged insights, formed new partnerships, and debated what’s next for the ever-evolving world of high-end travel. His Serene Highness Prince Albert II of Monaco opened the summit, while Dame Shirley Bassey brought the house down (still an icon at 88!) with a performance of Diamonds Are Forever. Even Andrew McCarthy—yes, the ‘80s Brat Pack heartthrob—was there, now in his new role as a travel writer.
Beyond the glitz, the summit made one thing clear: the future of luxury hospitality extends far beyond the guestroom. With 40+ speakers and panelists, discussions centered on how the industry is evolving into a more holistic, lifestyle-driven experience—where exceptional service, strategic partnerships, and exclusive access define modern luxury.
Forbes Travel Guide’s Big News Drops: New Travel Agent Platform, The Edge List, Bond.Co Lab + More
The Forbes Travel Guide brand is synonymous with trust, and CEO Hermann Elger reinforced that commitment: “In a world where AI-generated rankings and influencer-driven content are everywhere, travelers want a trusted source. Our incognito inspections ensure that every 4- and 5-star rating is truly earned—not bought.”
That trust is now expanding into new frontiers, with several groundbreaking announcements:
Meridian: A Game-Changer for Travel Advisors – FTG introduced Meridian, an AI-powered platform designed to streamline travel advisors’ operations with automated itineraries, CRM integration, white-label apps, and exclusive FTG insights. One of its most anticipated features? The new Advanced Commission Payment Program, solving one of the industry’s biggest frustrations. Instead of chasing payments, advisors will be paid directly by FTG, which will handle collection from hotels.
Richard Lebowitz, SVP Travel Industry Outreach, highlighted its impact: “Processing commissions is a huge issue in the industry. Our major role is to make it easier. If we take the burden off travel agencies, they’ll be more supportive of our hotels.”
Luxury Meets Collaboration: The Launch of BOND CO.LAB – With partnerships playing a bigger role in luxury travel, FTG introduced BOND CO.LAB, a platform connecting luxury hotels with ultra-luxury consumer brands to create meaningful, high-impact collaborations. Tapping into the rise of “Resort Core”—where hotels partner with sought-after fashion and lifestyle brands—FTG is blurring the lines between hospitality, design, and retail.
Introducing The Edge List – Recognizing properties that push the boundaries of luxury and adventure, FTG launched The Edge List in partnership with high-end luggage brand Rimowa. Unlike traditional FTG-rated properties, these destinations offer exceptional, one-of-a-kind experiences beyond conventional hospitality. The first honorees? Ponant’s Le Commandant Charcot, the world’s only luxury icebreaker cruise, and Nihi Sumba, the remote 27-suite Indonesian retreat that blends refined, rustic luxury with a deep connection to nature.
Expanding the Gold Standard to Luxury Cruising – FTG is now bringing its trusted ratings to luxury cruising, and dining at sea. With high-net-worth travelers increasingly turning to cruises and private yachts as alternatives to traditional hotels, FTG is ensuring that the same level of excellence applies on land and at sea.
Of course, no matter how much luxury evolves, it still comes down to the people and the curation of experiences and products. Other new FTG programs include:
Rising Stars – A leadership development program for emerging talent.
Atelier CX – A service excellence initiative that helps brands perfect every guest touchpoint.
Astria Supplier Network – A sourcing platform that connects hotels with best-in-class in-room luxury products.
Where Luxury Travel is Headed: Key Trends from the Summit
One of the most insightful conversations at the summit came from a fireside chat between Rena Shah, Head of Lodging for Chase Travel, and Mary Rogers, newly appointed EVP of Hospitality Operations at Turnberry. Together, they unpacked how affluent travelers—especially Gen Z—are reshaping the definition of luxury hospitality.
One of the biggest shifts? Experiences over material goods. Shah pointed out that younger travelers are far less concerned with status symbols and far more interested in immersive, high-end travel experiences. This shift is already fueling new hotel-retail collaborations, where travelers can seamlessly blend shopping, entertainment, and exclusive experiences into their itineraries.
Another emerging trend is a return to brand loyalty. Unlike millennials, who often experimented with different brands, Gen Z travelers are risk-averse and prefer to stick with names they trust—as long as those brands deliver seamless, high-touch experiences. Hotels that invest in strong digital engagement, personalized loyalty perks, and exceptional service will be the ones to win them over.
Shah highlighted how new flight routes are transforming the luxury travel landscape. Destinations like Marrakech, Greenland, Antwerp, and Warsaw are seeing a rise in luxury travelers, thanks to better connectivity and increased demand for off-the-radar experiences.
At the same time, slow travel and luxury cruising are having a moment. More affluent travelers are choosing small-ship boutique cruises, extended train journeys, and multi-stop itineraries, opting to immerse themselves in destinations rather than rushing from place to place.
Another major driver of travel? Pop culture. Shah noted how White Lotus put Thailand on the luxury travel map, while the global K-beauty obsession on TikTok has led to a surge in high-end travel to Seoul.
And finally, event-driven travel is at an all-time high. Luxury travelers are planning entire getaways around concerts, art exhibitions, and major cultural events—from Taylor Swift’s Eras Tour to Art Basel Miami and the Venice Biennale.
“Today’s luxury traveler isn’t just booking a five-star hotel,” Shah noted. “They’re curating an entire experience.”
More Awards!
Of course, it wouldn’t be a Forbes Travel Guide event without recognizing the best in the industry. Some of the night’s biggest honors included:
Les Clefs d'Or Young Concierge of the Year by Frette: Julie Benhaim (Four Seasons Hotel George V, Paris)
Verified Air Travel Award: Delta
Ownership Group of the Year by CBRE: Dart Enterprises, recognized for its FTG Five-Star properties and commitment to community building. Great to see director Jackie Doak accept this award!
Travel Professional of the Year: James Turner (James Turner 360 Private Travel)
Best Luxury Collaboration Awards by BOND CO.LAB:
FRAME x Ritz Paris (Luxury Retail)
Louis Vuitton x Atlantis The Royal (Experience-Based Partnership)
Award of Excellence by Baccarat: Alain Ducasse, for his legendary contributions to fine dining.
Employee of the Year: Rashareena Ramli, Senior Butler, Raffles Hotel Singapore, who received a tear-jerking surprise reunion with her mother, flown in from Singapore.
Reflections from the Summit: Voices from the Industry
As the summit wrapped up, conversations among attendees made one thing clear—luxury hospitality is evolving, and those who adapt will lead the way. Beyond the insightful panels and big announcements, it was the connections, collaborations, and candid discussions that left a lasting impact. Here’s what some of the industry’s top leaders had to say about their experience at the Forbes Travel Guide Summit.
Brenda Collin, EVP, Europe, Preferred Hotels & Resorts, reflected on the significance of bringing together the industry’s top minds in such an extraordinary setting: "The Summit brought the world's C-Suite in luxury hospitality together in the most perfect of settings, Monaco. Across several days, the Forbes team delivered inspiring content and networking opportunities through the symposium and via brand partnerships, to an invite-only delegation. The attendance of H.S.H. Prince Albert II of Monaco and entertainment from the legendary Shirley Bassey, who delivered a breathtaking performance, made this year's Summit an unforgettable experience."
For Rike Erdbrink, General Manager, Park Hyatt London River Thames, the event was a masterclass in global collaboration and idea exchange: "The 2025 Forbes Summit was a truly wonderful event. It was an amazing opportunity to connect with valued industry partners and global travel advisors. The panels were incredibly informative, and I particularly loved the chance to showcase the exceptional experiences offered by six Park Hyatt properties from around the world."
The summit celebrated companies shaping the future of travel. Allison Ausband, EVP & Chief People Officer at Delta Air Lines, took the stage to discuss Delta’s 100-year evolution, highlighting the airline’s commitment to innovation, service excellence, and people-first leadership. She also accepted the Forbes Verified Air Travel Award, recognizing Delta’s industry-leading approach.
Her insights resonated with many, including Lori Kresse, VP, Hotels & Resorts, Virtuoso, “My favorite speaker of the event was Allison Ausband from Delta Air Lines. Having started my career working with Delta, they truly continue to set the example in travel and focus on what matters most with their 100th Year Anniversary this year. It’s inspiring to see a female leader with 40 years at the company with such confidence and a people-first vision.”
Women on Stage: Winning Awards + Leading Discussions
It was particularly exciting to see women so well represented—not just on stage, but as award winners and at the helm of major initiatives shaping luxury hospitality. And, of course, we loved catching up with so many herteliers—swapping stories, ideas, and, "oui" to a few celebratory glasses of Champagne along the way!
Reflecting on the Summit, one thing was undeniable: luxury hospitality is no longer just about a fabulous Five-Star property. It’s about selling a lifestyle—one that is more curated, more experiential, and more connected than ever before. And if this year’s Forbes Travel Guide Summit was any indication, that lifestyle is about to get bigger, better, and bolder than ever!