Born in Madrid.
Built for every destination.
FORWARD_ was founded in Madrid in 2019 with a simple but radical idea: the high-impact traveler is underserved. Not for lack of information — but for lack of editorial judgment. Anyone can list restaurants. We curate the ones that define a moment.
What began as a digital agenda became a methodology. We built category structures, editorial criteria, curation processes and a community that trusts our selection. Year after year, THE CLUB Madrid became the reference for those who experience the city at the highest level.
“We didn’t just observe the sector. We started to define it.”
In parallel, we built FORWARD_MAD — an annual summit that brought together C-level leaders from hospitality, gastronomy, culture and luxury travel. Six editions. Over fifty speakers. One conviction: that the conversation about luxury travel needed to happen at a different level.
We also published. Three research reports on the luxury traveler — the high-spending German traveler, the persona, the experience — that are now cited by DMOs, hotel groups and tourism ministries across Europe.