What makes travel truly exceptional? The answer often lies not in luxury amenities or prestigious ratings, but in those intangible moments that create emotional connections between travellers and destination. These transformative experiences - the kind that leave us geniunely reluctant to return home - represent the intersection of personal discovery and professional insight, where childhood wonder meets industry expertise.

As president of Ratings, Amanda Frasier oversees all aspects of Forbes Travel Guide's Star Rating system. Frasier directs the continual refinement of FTG's service and facility standards and serves as the chair of the Standards Advisory Committee, whose members provide valuable industry input on trends in global hospitality. She also leads the production of shows and events, including The Summit, the exclusive international showcase for FTG's Star Award winners and luxury brands to collaborate, network and celebrate. Frasier spearheads the by-invitation-only Official Brands program, connecting thought leaders in luxury goods and services with Star-Rated community.

The Making of a Travel Visionary

Amanda Frasier's journey into the travel industry began with a childhood yearning that many can relate to the desire to explore beyond familiar borders. Growing up in England, she felt an early pull to venture off what she fondly calls "our little island." The anticipation of family holidays, whether domestic or international, created a ritual she cherishes to this day: the excitement of choosing destinations, visiting the local travel agency with her parents in pre-internet days, poring over colourful brochures, and experiencing the entire journey from planning to departure.

This early love of travel planted a seed that would shape her entire career trajectory. "I think the love of travel was always in me because I knew that no matter my career, I wanted to travel for a living and travel far," Frasier reflects. While initially drawn to the spa industry, a few days of work experience redirected her path toward hotels-a decision that would eventually lead her to New York and, in 2005, to an opportunity with Mobil Travel Guide, the precursor to what would become Forbes Travel Guide.

A Defining Moment in Rhodes

Like many travel professionals, Frasier can pinpoint a specific experience that crystallized her understanding of travel's transformative power. At age 10, during her first overseas trip to Rhodes, Greece, she encountered something profound-the first time she felt genuinely emotional about leaving a destination. "I was genuinely sad to return home," she recalls, noting that while she didn't fully understand the feeling at the time, the experience moved her in ways that created lasting core memories.

The sensory richness of that Greek adventure- new foods, unfamiliar scents, the Mediterranean heat and light-became permanently etched in her memory. "I can remember my meals, the gifts I got and the places we visited very vividly," she says. That childhood trip became the template for the kind of emotional connection she would spend her career helping others achieve through exceptional travel experiences.

Two Decades of Global Perspective

Frasier's 20-year tenure at Forbes Travel Guide has afforded her what she describes as a unique and rare opportunity to travel to more places than most ever get the chance to visit. This extensive exposure has fundamentally shifted her relationship with travel from personal leisure to professional Insight. When travel becomes part of your livelihood rather than just recreation, she explains, you begin to recognize its extraordinary power-particularly through the people you meet and the creativity you witness.
This evolution has reinforced a crucial understanding that drives Forbes Travel Guide's philosophy: travel Is Intensely personal. "Service is not prescriptive. Frasier emphasizes, explaining how the organization works diligently to ensure their exacting standards never homogenize service or force brands into Identical moulds. This personalized approach extends throughout all of FTO's global business centres, recognizing that authentic luxury must honor Individual preferences and cultural contexts.

Redefining Modern Luxury

Under Frasier's leadership, Forbes Travel Guide has witnessed and adapted to significant shifts in how luxury travel is defined and delivered. While certain constants remain-particularly in physical amenities and Infrastructure-Frasier notes that luxury service has become increasingly personal. "When you bollit down, it's about what, where and who makes you feel comfortable," she explains, identifying fundamental elements like feeling welcomed, finding staff
approachable and helpful, and never feeling like a burden.

Looking Forward: The Future of Travel

Frasier's vision for the next decade centres on the continued evolution of wellness-focused travel. She's particularly excited about the expanding possibilities and service opportunities this lifestyle shift creates, from enhanced education about well-being to Improvements in air travel and airport experiences.

The Philosophy of Spontaneous Planning

Despite being a natural planner, Frasier advocates for a balanced approach to travel preparation. Try to not over plan, she advises, recognizing that overly scripted itineraries can eliminate opportunities for unexpected discoveries. For travellers without access to extensive industry resources, she recommends partnering with excellent travel professionals who possess insider knowledge and the collective wisdom of thousands of like-minded travellers.

The Essence of Experiential Travel

Forbes Travel Guide's recent endorsement of Charlotte Travel exemplifies Frasier's approach to Identifying exceptional partners. As part of a highly selective, invitation-only program, Charlotte Travel earned recognition for their dedication to client experiences, culture of excellence, and industry leadership. The endorsement-which agencies cannot purchase-refects Charlotte Travel's alignment with Forbes Travel Guide's values and their support for properties that have earned prestigious Star Ratings.