The Red Sea earns Forbes Travel Guide recognition – latteluxurynews.com
By
Guy Dundas
Last Updated
February 23, 2026
The Red Sea has become the first destination in the world to achieve a destination-wide verification from Forbes Travel Guide (FTG). The unprecedented achievement comes following a year of continual testing and improvement of hospitality standards at The Red Sea.
Through Red Sea Global, the Saudi Arabian destination partnered with FTG to define service standards across five touch points – booking, land transfer, marine transfer, air transfer, and experiences – and conduct in-depth training for frontline staff and leadership. Following a series of mystery shopping audits conducted by FTG, The Red Sea successfully became a Verified Destination.
“At Red Sea Global, we have always believed that luxury is not defined by a single place, but by how a guest feels throughout their entire journey,” said John Pagano, Group CEO, Red Sea Global,. “Achieving Forbes Travel Guide verification at a destination scale is a powerful validation of the service culture we have built across teams, operators, and every touchpoint our guests encounter.
“This is not a hotel standard. This is a destination standard, and we are proud for The Red Sea to be the first in the world to achieve it.”
Hermann Elger, CEO of Forbes Travel Guide, referred to the accolade as “an extraordinary milestone for hospitality.”
“Delivering and sustaining service excellence throughout a destination requires unwavering commitment at every touchpoint – from booking to the final farewell. The Red Sea has set a new benchmark for destinations globally.”
RSG defined 182 service standards, which were organised into eight categories of excellence: personalised service, courtesy, efficiency, cleanliness, luxury, comfort, technical skill and staff appearance. These standards were translated into daily practices through an organisation-wide program of training, communication, recognition and auditing with the goal to ensure consistency from first interaction to final farewell.
By applying global service standards across an entire destination, RSG has set a new international benchmark for how hospitality is delivered at scale, where excellence is felt not only within resorts, but across every movement through the destination.
The destination verification follows three resorts at The Red Sea feature in this year’s Forbes Travel Guide Star Awards. Six Senses Southern Dunes, St. Regis Red Sea Resort and Nujuma, a Ritz-Carlton Reserve, all earned inaugural ratings in this year’s prestigious list.
FTG’s ratings are objective, independent and data-driven. Inspectors pose as everyday guests and test hundreds of exacting standards that emphasise exceptional service, as well as the quality and condition of the facilities.
The Red Sea welcomed its first guests in 2023 and now has nine hotels open, plus Thuwal Private Retreat off the coast of Jeddah. Red Sea International Airport is the gateway to the destination and is receiving a regular schedule of domestic and international flights to open up the Saudi luxury hotspot, with direct flights now from Riyadh, Jeddah, Dubai, Doha and Milan.
Meanwhile, Red Sea Global has revealed plans to open an adventure and entertainment district. Named ADRENA, it will serve guests from across The Red Sea destination and further afield. The district will offer visitors unique activities, ranging from surfing to wakeboarding, cliff diving to skateboarding.
ADRENA offers day and night entertainment for different moods. After dark, the beach club becomes a place to unwind while a DJ plays rhythmic house music, South American cuisine is accompanied by an especially curated mocktail menu, all served until late into the evening.
“Our unique adventure and entertainment district isn’t just about offering thrilling experiences, it’s about embodying the freedom of a coastal lifestyle – the energy, the community, the connection with nature,” Pagano said. “We’ve built ADRENA with sustainability at its core, demonstrating our commitment to regenerative tourism and ensuring an unforgettable experience for every guest, day and night. We look forward to welcoming visitors in the coming weeks.”
ADRENA will be unveiled to the public from 1 March.
Lodges & Camps
February 23, 2026
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