Forbes 2026 Awards: A New Era for Luxury Travel on Land and Sea

ATLANTA, GA – February 11, 2026 – Forbes Travel Guide (FTG) today unveiled its 68th annual Star Awards, sending a clear signal that the world of elite travel is navigating a profound transformation. In a year of unprecedented firsts, the prestigious list not only expanded its global footprint to over 100 countries but also charted entirely new territory by bestowing its highest honor upon a cruise ship and a restaurant at sea for the first time in history. The 2026 awards paint a vivid picture of an industry moving beyond traditional extravagance, embracing personalized experiences, intimate settings, and a new map of emerging luxury destinations.

Charting New Waters: Luxury Takes to the Sea

The most significant headline from this year's announcement is the definitive validation of the ultra-luxury cruise sector. The Ritz-Carlton Yacht Collection’s Ilma has been awarded Five-Star status, becoming the world's first cruise ship to achieve this rating. Simultaneously, Le Voyage, the sophisticated onboard restaurant from master chef Daniel Boulud aboard the Celebrity Xcel, earned the inaugural Five-Star rating for a cruise ship restaurant.

These accolades are more than just new categories; they represent the culmination of a rigorous, anonymous inspection process that now places the finest sea-faring experiences on equal footing with the world's most revered land-based hotels and restaurants. FTG’s methodology famously weights service quality for approximately 75% of a property's total score. For Ilma to earn five stars, its service had to be not just excellent but intuitive, anticipatory, and deeply personalized, a standard reflecting the rapid professionalization of high-end cruising. The award recognizes the vessel's high space- and employee-to-guest ratios and its ability to deliver a seamless, highly considered journey.

This move by Forbes Travel Guide is expected to have a ripple effect across the entire cruise industry. By establishing a trusted, independent benchmark for luxury at sea, the awards are likely to ignite fiercer competition among luxury lines to elevate their service, culinary programs, and overall guest experience. For discerning travelers who may have previously overlooked cruising, this Five-Star endorsement provides a new level of assurance and is poised to attract a new segment of clientele seeking world-class, bespoke experiences on the water.

Beyond the Capitals: The New Map of Luxury

While the maritime awards mark a new frontier, the 2026 list also demonstrates a significant redrawing of the luxury map on land. The guide has expanded its reach to include a host of new countries, among them Bhutan, Croatia, Georgia, Tanzania, and Uzbekistan, signaling a structural shift in where and how luxury is being delivered and consumed. The awards highlight a clear trend of travelers looking beyond traditional capitals for sophisticated offerings without the crowds.

This decentralization of luxury is evidenced by inaugural Five-Star ratings in smaller, yet increasingly sought-after, destinations. Wymara Villas in Turks and Caicos, The Ritz-Carlton, Nikko in Japan, and One&Only Portonovi in Montenegro all achieved the guide’s top honor for the first time. These properties exemplify the move toward place-led hospitality, offering immersive experiences deeply connected to their unique environments. Further underscoring this trend, cities like Charleston and Edinburgh saw their hospitality offerings elevated with new Four-Star awards for The Charleston Place and 100 Princes Street, respectively.

Perhaps one of the most powerful examples of this geographic expansion is Nujuma, a Ritz-Carlton Reserve, which became the first Five-Star property to be recognized within Saudi Arabia's ambitious Red Sea giga-project. This award provides crucial international validation for the kingdom's push into ultra-luxury tourism as part of its Vision 2030 economic diversification plan. For these emerging destinations, an FTG Star Award is more than an honor; it is a powerful catalyst for tourism, foreign investment, and economic development, placing them firmly on the global luxury stage.

The Evolution of Excellence: Personalization and Privacy

Underpinning both the new cruise accolades and the geographic expansion is a fundamental pivot in the definition of luxury itself. As the 2026 awards illustrate, the industry is moving decisively away from a one-size-fits-all model toward a bespoke paradigm that is deeply personal and rooted in its destination. Affluent travelers today are seeking experiences that are, as one industry report notes, "crafted, not copied."

Forbes Travel Guide highlights this shift, noting that hotels are leaning into customized, local immersion. Sedona's first Five-Star hotel, Mii amo, is celebrated for tailoring its wellness journeys specifically to its iconic red rock setting. Similarly, the Ritz-Carlton Reserve portfolio, which saw Nujuma awarded, prioritizes authentic local experiences that allow guests to explore at their own pace. Market research supports this observation, with consumer demand for customized travel projected to grow exponentially as travelers prioritize emotional connection and unique encounters.

This demand for personalization is coupled with an increasing desire for intimacy and privacy. For the fourth consecutive year, Macau leads the world in its total number of Five-Star hotels (28), but its newest winners reveal a strategic shift. Properties like Capella at Galaxy Macau, Paiza Grand, and Palazzo Versace Macau are pioneering "hotel-within-a-hotel" concepts. These exclusive enclaves offer the vast amenities of a larger resort but with the privacy, security, and highly personalized service of an intimate boutique hotel, catering to a clientele that values discretion above all else.

Power Players and Global Hotspots

The 2026 awards also reveal the strategic maneuvers of major hospitality brands and the shifting balance of global luxury power. Marriott International's luxury portfolio had a standout year, with its brands demonstrating a keen ability to adapt to and lead these new trends. Atlanta gained its first "double Five-Star" property, with both The St. Regis Atlanta and its Atlas Buckhead restaurant earning top marks. In Florida, The Ritz-Carlton Orlando, Grande Lakes, secured the city's first Five-Star hotel accolade, while the aforementioned wins for The Ritz-Carlton Yacht Collection and Nujuma underscore the brand's successful diversification.

Regionally, the Asia-Pacific is rapidly emerging as the next epicenter of luxury, capturing an astonishing 40% of all new Five-Star hotel awards this year. The list of new top-tier hotels includes Bvlgari Hotel Tokyo, Regent Hong Kong, Capella Shanghai, and The St. Regis Macao, among others, showcasing the immense investment and commitment to service excellence across the continent. The Middle East also saw significant gains with four new Five-Star hotels, while Europe and the U.S. added several prestigious properties to the top-rated list.

"Forbes Travel Guide's newest Star Award winners showcase an exciting evolution in luxury," said Amanda Frasier, FTG's President of Standards & Ratings. "As guests navigate the increasingly complex travel landscape for the best places to stay, sail, dine and spa, we are proud to provide them with the trusted, integrity-based guidance they need." The 2026 list is indeed more than a directory of winners; it is a comprehensive guide to a new, more dynamic, and deeply personal era of global travel.