Lebowitz indicated that the number of endorsed agencies will potentially rise, but “certainly not exponentially”.

“We will keep the number low to make it aspirational to be endorsed,” he said, noting that existing members will need to remain engaged and pro-active to “earn and maintain” their presence.

“My mission at the highest level is to help the travel industry understand the independence and integrity of the Star Rating and the hotels (and other verticals that have earned the rating), and the more that they understand that, they decide how and when to work that in with their communication with clients.

“It can only help, because the brand is so strong. The rating process has integrity, unlike anything else.”

Luxury travel agencies in Australia and New Zealand can reach out to Lebowitz to discuss the endorsement process by email.

is reporting from Monaco as a guest of Forbes Travel Guide.