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Mobil Travel Guide Brand Will Become the Forbes Travel Guide

Mobil's Four- and Five-star Awards for Hotels, Restaurants
and Spas will Become Forbes Awards

CHICAGO -- August, 2009 - --Mobil Travel Guide and Forbes Media LLC announced today that Mobil Travel Guide will become Forbes Travel Guide effective October 1, 2009. This exclusive licensing agreement between two industry leaders with more than 140 years’ combined experience transfers the hospitality industry’s premier star rating and travel guide brand from ExxonMobil to Forbes.

In addition, the Mobil Four and Five Star Award designation will transition into the new “Forbes Four and Five Star Award” designation for hotels, restaurants and spas beginning with the 2010 ratings announcements.

“The Forbes brand will continue the tradition of identifying and defining excellence in the travel space through the time honored Hotel, Restaurant and Spa Five Star Rating system that Mobil Travel Guide pioneered over 51 years ago,” said Shane O’Flaherty, President and CEO of Mobil Travel Guide. “We are committed to the same rigor and discipline of the inspections and ratings process as we have for the past five decades well into the future.”

“For more than 90 years, Forbes has been the authoritative source for business and wealth coverage. Coupling Forbes’ trusted luxury brand with Mobil Travel Guide’s respected stance in the travel arena was a natural fit. The partnership will vastly expand Forbes’ presence in the consumer travel industry while upholding the credibility and excellence of the Star Rating System,” said Miguel Forbes, President of Television and Licensing.

Forbes Travel Guide is poised to become the premier resource for travel information through its re-launched guide series, and its new website, to be revealed in 2010. The guide will continue its exhaustive ratings and inspections process this year, culminating with its 52ndAnnual Five Star announcements, which will be revealed in November 2009.

“This partnership clearly benefits both the consumer and the hospitality industry by globally expanding our star ratings, content offerings, and our ability to drive awareness of information that enables consumers to make better informed travel decisions via the Web,” said Jeff Arnold, Chairman of Mobil Travel Guide.

Mobil Travel Guide, originator of the prestigious Mobil Star ratings and certifications, has provided the most comprehensive ratings and reviews of hotels, restaurants and spas since 1958. Mobil Travel Guide's team of anonymous, expert inspectors evaluates properties against rigorous and objective proprietary standards, giving consumers the insight to make better-informed travel and leisure decisions. Mobil Travel Guide, under license from ExxonMobil Corporation, is headquartered in Chicago, IL. For more information, visit

Forbes Media encompasses Forbes and, the number 1 business site on the Web that reaches 18.6 million people monthly. The company publishes Forbes and Forbes Asia, which together reach a worldwide audience of more than 5.4 million readers. It also publishes ForbesLife and ForbesWoman magazines, in addition to local licensee editions in China, Croatia, Israel, Japan, Korea, Poland, Romania, Russia, Turkey and India. Other Forbes Media sites are:;;;;; and the Business and Finance Blog Network. Together with, these sites reach nearly 40 million business decision makers each month.


Elizabeth Wasden, 212-367-4157

Also See: The 2009 Mobil Five-Stars Awarded to 44 Hotels; 20 Restaurants; Also 137 Hotels and 159 Restaurants Win Four-Star Award; Mobil Travel Guide Recognizes Great Service and Hospitality for the 51st Year / January 2009
The 2008 Mobil Five-Stars Awarded to 41 Hotels and 17 Restaurants; Also 125 Hotels and 149 Restaurants Win Four-Star Award / January 2008



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