John Munro of Hilton Head Island is a respected authority in resort operations and hospitality marketing, with over 40 years of industry leadership. As the former vice president of hospitality, sales, and marketing at Sea Pines Resort, Mr. Munro oversaw more than 10 guest-facing departments, led multimillion-dollar marketing initiatives, and helped position the Inn & Club at Harbour Town among the top-rated resorts in the nation. Under his leadership, the resort achieved a Forbes Four-Star rating and a perfect TripAdvisor score. With a career rooted in operational excellence and strategic growth, Mr. Munro is a trusted voice in evaluating and applying global hospitality standards like those set by Forbes Travel Guide.
Excellence standards in the service industry help hotels and restaurants maintain consistent services, satisfy guests, and build their reputations, which increases profits. Forbes Travel Guide offers a global rating system establishments can use to evaluate the quality of their service.
Forbes Travel Guide uses 900 objective criteria to assess restaurants, spas, and hotels. These criteria measure excellence by evaluating services, facilities, and the overall guest experience. Forbes inspectors visit the establishments randomly and anonymously to see the businesses’ true state. They book their stays as any other guest, which allows them to evaluate key elements such as guest interactions, facility cleanliness, food and beverage quality, and luxury amenities.
Inspectors use a detailed scoring system that prioritizes quality service. Service accounts for 70 to 75 percent of the total score, while physical facilities comprise the remainder. This emphasis on service reflects Forbes Travel Guide’s belief that human interactions and emotional connections during а guest’s stay create exceptional hospitality. These inspectors assess hundreds of objective standards or questions, which they answer with a simple “yes” or “no.” The final assessment produces three major rating levels.
Establishments that deliver consistent, high-quality service and maintain their facilities well earn the “recommended” rating. These properties may not offer the luxury or personalization of four- or five-star hotels, but they meet or sometimes exceed Forbes Travel Guide’s basic quality standards. Recommended restaurants deliver a satisfying dining experience with quality cuisine and efficient services. Guests know these establishments will meet their essential needs with a high degree of care and consistency.
The four-star rating (scoring 82 percent and above) signifies exceptional service and top-notch facilities. Four-star staff are trained to provide professional service and respond promptly to guests’ needs with courtesy. Rooms and common areas feature upscale finishes, modern design, and elegant comfort. The cuisine is of a high quality, with excellent presentation. Furthermore, the housekeeping staff maintains strict cleanliness standards.
The Forbes Travel Guide five-star rating is the gold standard of excellence in hospitality, requiring а score of 90 percent or higher. Only restaurants, spas, and hotels offering ultra-high-quality personalized experiences, luxury, and attention to detail earn this rating. To ensure personalization and outstanding customer service, staff members anticipate guests’ needs even before they ask, offering thoughtful and intuitive help. The physical aspects of five-star properties are equally impeccable. Establishments design every space, from lobbies to guest rooms, to reflect luxury and comfort. This includes high-quality linens, advanced technology, and exclusive features that enhance guests’ experiences.
Hospitality businesses use frequent internal audits with digital checklists to maintain standards and pursue Forbes Travel Guide ratings. These audits enable hotels to monitor various aspects of excellence, ensuring they align with Forbes’ 900 objective criteria. Digital checklists also help departments maintain consistent quality standards that match Forbes’ requirements. Paperless audits streamline inspections, saving time and resources while supporting sustainability efforts, which Forbes values. With digital checklists, establishments can also track performance instantly, identify areas for improvement, and take corrective actions before Forbes inspectors arrive. Additionally, staff can share reports and collaborate across departments to maintain excellent service standards.