Stars, Diamonds, and Keys

Making Sense of Hotel Ratings

For discerning travelers, not all luxury accommodations are created equal. With various global rating systems for hotels and resorts, it’s essential to understand the differences to make informed decisions on where to stay. Here’s a breakdown of the primary rating systems and what each means in terms of quality, service, and experience.

Understanding Luxury Rating Systems

Luxury hotel ratings vary widely across the globe, with each rating organization setting unique criteria. Here are the key players in the luxury rating world and what their distinctions entail:

• Forbes Travel Guide: Known as the “global authority on luxury hospitality,” Forbes evaluates hotels, restaurants, and spas through professional, anonymous inspections. To earn a 5-star rating, a hotel must excel in service, experience, and facilities, meeting rigorous standards. Forbes stars are awarded annually, which means properties must consistently maintain high standards to keep their ratings.
• AAA Diamond Ratings: The AAA Diamond rating system is well-established in North America. Unlike Forbes, which uses a 5-star system, AAA awards diamonds based on comfort, cleanliness, and hospitality. A 5-diamond property signifies an exceptional, luxurious experience with personalized service and top-notch amenities. AAA Diamonds focus heavily on guest expectations, and the highest rating reflects a commitment to high service standards and ambiance.
• Michelin Key Ratings: Introduced in April 2024, the Michelin Key rating is the new kid on the block in luxury accommodation ratings, extending Michelin’s expertise beyond its restaurant guide. Michelin Keys are awarded to properties with impeccable service, innovative amenities, and a unique sense of place. While new, Michelin’s reputation in fine dining brings high expectations, and its entry into hospitality ratings has attracted attention. Properties vying for a Michelin Key aim to offer an immersive, culturally enriched stay.

Why No Single Standard?

One challenge in luxury hotel ratings is the lack of a universal standard. Each organization emphasizes different criteria, which means that a 5-star rating in one country may not directly equate to a 5-diamond or Michelin Key elsewhere. Some regional and country-specific systems also influence the experience:

• Asia: Countries like Japan and China often have their own luxury grading standards, which are culturally specific and may differ from Western expectations.
• Europe: Several countries in Europe use their own “star” systems, sometimes government-regulated, which don’t always match Forbes, AAA, or Michelin’s criteria.
• Middle East: Known for some of the most luxurious properties in the world, hotel ratings in regions like Dubai are often proprietary, with many hotels branding themselves as 5-star or even “7-star” as a marketing strategy. For example, the iconic Burj Al Arab in Dubai is often described as a seven-star hotel. The term originated when a British journalist visited the hotel before it opened and described it as "more than anything she has ever seen".

Key Considerations for Executives: Choosing the Right Rating

For executives who value predictability in luxury accommodations, understanding these nuances is crucial. Here’s what to keep in mind:

1. Service Quality: Forbes and AAA ratings focus heavily on service, while Michelin’s new rating system emphasizes an immersive experience. Forbes 5-star properties are a safe bet for those who prioritize consistent, top-tier service.
2. Experience Over Ambiance: While a 5-Diamond property might lean towards refined elegance, Michelin Keys focus on unique, culturally immersive experiences. Executives seeking properties that reflect local culture may find Michelin Key-rated hotels appealing.
3. International Variability: Remember that regional rating systems, especially in Asia or the Middle East, may not align with Forbes, AAA, or Michelin standards. It’s worth researching individual properties within these regions, as “5-star” designations can vary.

Best of the Best: Iconic Properties Across Each Rating System

For executives seeking the pinnacle of luxury, here are some globally recognized properties that represent each rating system:

• Forbes 5-Star: The Capella Bangkok – Rated #1 by Forbes of the World’s 50 Best Hotels in 2024, there is no better way to part with a lot of baht (Thai currency) than a stay at this 5-star beauty.
• AAA 5-Diamond: The Broadmoor Hotel – This AAA 5-Diamond property has the longest continuous five-diamond rating, having maintained the designation since 1976 when the rating system was first introduced. (And the longest running Forbes five-star rating to boot!)
• Michelin Key: Badrutt’s Palace Hotel, St. Moritz – Newly awarded a Michelin Key, Badrutt’s blends Swiss luxury with a modern, immersive approach, setting a new standard for cultural engagement.

Final Thoughts

In the luxury accommodation world, ratings are nuanced, and each system has distinct priorities. Whether it’s a Forbes 5-star for consistent service, an AAA 5-diamond for ambiance, or a Michelin Key for cultural depth, understanding these ratings helps executives choose the right property to match their travel style. At Aespīre, we ensure our clients enjoy a perfectly tailored stay, researching properties to match not only personal preferences but also corporate needs, from state-of-the-art meeting spaces to bespoke amenities.

In a world where excellence is defined differently, knowing what each rating truly means—and having an experienced partner to navigate it—can make all the difference in crafting an unforgettable stay.