Forbes Travel Guide Names Former ‘50 Best’ Leader Tim Brooke-Webb as Chief Commercial Officer

Forbes Travel Guide has named Tim Brooke-Webb, the former managing director of The World’s 50 Best, as its new chief commercial officer, marking a significant move in the increasingly competitive world of hospitality rankings and recognition.

Brooke-Webb spent 15 years at 50 Best, transforming the brand from a single restaurant list into a sprawling portfolio that now encompasses awards for bars, hotels, vineyards, and regional editions, along with the 50 Best Discovery platform. Under his leadership, 50 Best became a global stage for both established icons and rising talent, influencing where travelers and advisors look for the next great experience.

“Tim brings unmatched expertise in brand building and community engagement, which will be invaluable as we continue to expand our global presence and deliver even greater value to our partners,” Hermann Elger, CEO of FTG, said in a statement.

As chief commercial officer, Brooke-Webb will guide FTG’s global outreach, with a focus on strengthening ties to luxury hospitality brands and developing new initiatives that reinforce FTG’s authority in the sector.

“I’m delighted to be joining Forbes Travel Guide at such an exciting time of dynamic growth and opportunity for the organization,” Brooke-Webb said in a statement. “FTG has long set the benchmark for excellence in luxury hospitality, and I’m honored to contribute to its mission of celebrating and elevating the very best experiences around the world.”

The appointment comes as industry debate heats up over the influence of rankings themselves. Just last week, Luxury Travel Advisor contributor Emily Goldfischer examined whether lists like Forbes, Michelin, and The World’s 50 Best Hotels actually matter to advisors and clients. With Brooke-Webb’s arrival, FTG appears to be doubling down on the staying power of ratings as a driver of consumer trust and brand prestige.

Forbes Travel Guide, founded in 1958 as Mobil Travel Guide, created the first Five-Star rating system in the United States and today remains the only independent global authority for luxury ratings across hotels, restaurants, spas, and ocean cruises.

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