Forbes Travel Guide Announces The Center For Excellence

A Unique Corporate Retreat Offers Experiential Learning at a Historic Estate in Cognac, France

JUILLAC-LE-COQ, FRANCE, MAY 31, 2022 — Forbes Travel Guide (“FTG”)—the global authority on service excellence—today unveiled the Center for Excellence, a one-of-a-kind corporate retreat and learning experience in southwest France. Located at Le Logis, a medieval estate dating to the 16th century surrounded by Cognac’s most prestigious vineyards and distilleries, the Center brings outstanding service to life through in-depth learning sessions and purposeful team activities.

Designed for any organization that values exceptional service, the Center offers executive development programs focused on leadership, emotional intelligence, and team dynamics, all centered on a service-driven mindset—featuring FTG’s world-class training program utilized in more than 70 countries across a wide range of industries from hospitality to healthcare, arenas, private clubs, luxury retail, and much more.

“Customer experience is an important differentiator for high-performing businesses, and excellence requires focus and effort,” said Hermann Elger, CEO of Forbes Travel Guide. “As an immersive experience in a distinctive setting, the Center inspires and elevates teams by showcasing how excellence drives business success. Our perspective is modern and results-driven, while rooted in the enduring fundamentals of hospitality.”

A wing of the historic estate houses the Center’s state-of-the-art business facilities, where FTG service experts lead learning sessions that draw upon their extensive background training and advising the world’s most elite hotel, restaurant, spa, retail and consumer brands. FTG offers a globally informed perspective, with its trainers and evaluators flying more than 5 million miles a year and visiting nearly 3,000 properties.

Programs at the center further solidify service principles and teamwork through customizable experiential activities to complement the Center’s teaching. These sessions might include culinary team building activities taught in the Center’s learning kitchen, mixology sessions offered in the top-of-the-line spirits lab, or personalized tours of local luxury goods purveyors, such as acclaimed Cognac distilleries or factories that produce hand-crafted barrels.

“There is nowhere else in the world where a group can experience a corporate retreat such as this,” said Francisco Almeida, Director of the Center for Excellence “The breathtaking setting enables teams to fully engage in learning without typical distractions; the immersive experiences are tailored to the specific organizational goals, providing meaningful results; and the extraordinary location creates unforgettable memories that bring groups together.”

During the two-night-minimum, all-inclusive program, teams enjoy full access to the luxuriously renovated manor, Le Logis, which offers 14 distinctively decorated guest rooms with private bathrooms, as well as daily breakfast in the authentic country kitchen, snacks throughout the day, house cocktail and wine selection, and nightly themed dinners. Within the medieval walls of the estate, amenities include high-speed internet connectivity, a heated outdoor pool, an elegantly appointed full-Dolby private cinema, a pétanque court, and an opulent bar—as well as bicycles for exploring the surrounding area.

Visitors also experience outstanding hospitality goods and services firsthand through FTG’s Brand Official program. Frette linens and decorative pieces, La Bottega bath and body amenities, and others are featured at the estate, providing participants the opportunity to sample exceptional brands in a guest setting.

The Center for Excellence is accessible by train from Paris or via the Bordeaux airport, with private car transfer arranged by the Center. Le Logis is Sharecare Health Security VERIFIED™ for the comfort and safety of guests and staff.

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About Forbes Travel Guide:
Forbes Travel Guide (“FTG”), the global authority on genuine Five-Star service, provides world-class professional services to the hospitality industry and other service-oriented businesses such as luxury retail, residential, healthcare and private clubs through bespoke training solutions, evaluation services and custom service standards. Started as Mobil Travel Guide in 1958, the company created the first Five-Star rating system in the United States. Today, in addition to providing professional services, FTG is the only independent, global rating system for luxury hotels, restaurants and spas. FTG’s prestigious annual Star Awards can only be earned through the company’s objective, in-person inspection process. For more information on FTG services, please visit


Michelle Kelly | Penelope Smith
Evins Communications