Mobil Guide
Encyclopedia
Forbes Travel Guide is a star rating service and series of travel guides for hotels, restaurants and spas. In 2011, Forbes Travel Guide published its last set of guidebooks and as of November 15, 2011, launched its new web 3.0 platform and online home, Startle.com, which covers 72 U.S. markets and five international markets—Hong Kong, Macau, Beijing, Singapore and the Dominican Republic. Startle combines Forbes Travel Guide’s Five-Star travel ratings system with insights and perspectives from Forbes Travel Guide’s own inspectors. This website marks the first time in the company's history that the information is available to the public online, alongside expert answers from tastemakers, consumers, and some of the world’s leading hotel, restaurant and spa brands.
in 1958, it was the oldest travel guide in the United States. Ratings were given by anonymous, paid staff members in stars, from one to five (with no half-stars or zero stars), based on objective criteria. A Four- or Five-star rating was a considerable honor, with only 60-70 hotels and restaurants receiving the top rating. The ratings served as a Certification mark
, in that Mobil had registered trademarks for the phrases and designs indicating each star rating level, and allowed only rated establishments to display them.
Although less exclusive than the Michelin guide
, Mobil employed a similar system of recommending and rating only approved establishments. For example, it only listed 9,000 of the 50,000 hotels in the United States.
Initially guides were regional and limited to the United States and Canada. Later, Forbes Travel Guide began introducing city and state guides and, in 2008, Forbes Travel Guide launched the international star ratings program for hotels and spas with the release of the inaugural Forbes Travel Guide Beijing and Forbes Travel Guide Hong Kong and Macau. Published in print by ExxonMobil Travel Publications, as of 2005 the guide was published online by HowStuffWorks.com.
In October 2009, ExxonMobil
licensed the brand to Forbes Media LLC, which retitled the guide's various designations, e.g. Forbes Travel Guide, Forbes Five-Stars, and so on. Forbes launched revised versions of various guides in late 2009, with plans to complete the change-over in early 2010.
History
Founded by MobilMobil
Mobil, previously known as the Socony-Vacuum Oil Company, was a major American oil company which merged with Exxon in 1999 to form ExxonMobil. Today Mobil continues as a major brand name within the combined company, as well as still being a gas station sometimes paired with their own store or On...
in 1958, it was the oldest travel guide in the United States. Ratings were given by anonymous, paid staff members in stars, from one to five (with no half-stars or zero stars), based on objective criteria. A Four- or Five-star rating was a considerable honor, with only 60-70 hotels and restaurants receiving the top rating. The ratings served as a Certification mark
Certification mark
A certification mark on a commercial product indicates five things:* The existence of a legal follow-up or product certification agreement between the manufacturer of a product and an organization with national accreditation for both testing and certification,* Legal evidence that the product was...
, in that Mobil had registered trademarks for the phrases and designs indicating each star rating level, and allowed only rated establishments to display them.
Although less exclusive than the Michelin guide
Michelin Guide
The Michelin Guide is a series of annual guide books published by Michelin for over a dozen countries. The term normally refers to the Michelin Red Guide, the oldest and best-known European hotel and restaurant guide, which awards the Michelin stars...
, Mobil employed a similar system of recommending and rating only approved establishments. For example, it only listed 9,000 of the 50,000 hotels in the United States.
Initially guides were regional and limited to the United States and Canada. Later, Forbes Travel Guide began introducing city and state guides and, in 2008, Forbes Travel Guide launched the international star ratings program for hotels and spas with the release of the inaugural Forbes Travel Guide Beijing and Forbes Travel Guide Hong Kong and Macau. Published in print by ExxonMobil Travel Publications, as of 2005 the guide was published online by HowStuffWorks.com.
In October 2009, ExxonMobil
ExxonMobil
Exxon Mobil Corporation or ExxonMobil, is an American multinational oil and gas corporation. It is a direct descendant of John D. Rockefeller's Standard Oil company, and was formed on November 30, 1999, by the merger of Exxon and Mobil. Its headquarters are in Irving, Texas...
licensed the brand to Forbes Media LLC, which retitled the guide's various designations, e.g. Forbes Travel Guide, Forbes Five-Stars, and so on. Forbes launched revised versions of various guides in late 2009, with plans to complete the change-over in early 2010.