While delighted with the prestigious Five Star award gained this year by The Greenbrier Spa, resort owner Jim Justice said the recognition is “bittersweet” because The Greenbrier itself once again fell short of that top ranking given by the Forbes Travel Guide.

“I couldn’t be more happy about the spa,” Justice said. “We have achieved something remarkable there, but I would be less than honest if I didn’t also say how disappointed I am that we fell short on the resort side.”

Forbes’ latest rankings of the world’s finest properties awarded The Greenbrier four stars, one below the pinnacle.

“The Forbes people told me that we have demonstrated Five Star performance over and over,” Justice said.

 “But they sent in enough secret shoppers, and one didn’t grade us that way. They told me, ‘You’re still a year away.’”

Justice said he is proud of his employees but disappointed on their behalf. “The performance of our people — how sincere they are — I just hate it for them,” he said. “I want (the five stars) for those people and for West Virginia. I don’t need any more gold stars myself.”

While still holding out hope for an additional star for the resort in the future, Justice cautioned, “The Five Star places have moved to a boutique level — maybe 12 or 15 rooms. “We have 700 rooms in a resort that was built in the 1700s. The standard is different with 700 rooms built in the 1700s. It’s got all the charm, but smaller bathrooms, and something like that can cost you a star.

“We know how good we are. Our competition is ourselves. I’m elated with what we’ve done.”

Asked about what his strategy is now to recapture that elusive fifth star, Justice, who is also a high school basketball coach, compared the resort falling short by one star to a ball team losing a championship game by one point.

“You either whine about whatever you think lost you that game, or you strap up your boots and go back to work,” Justice said. “We’ll do just fine.”

The 40,000-square-foot Greenbrier Spa — now one of only 35 worldwide to hold a Five Star rating — boasts 60 treatment rooms specializing in hydrotherapy, as well as offering massages, facials and scrubs.

The Forbes Travel Guide’s new website — startle.com — describes what guests should expect from a Five Star Spa, noting the ratings are based on objective evaluations of more than 450 attributes.

“Stepping foot in a Five Star Spa will result in an exceptional experience with no detail overlooked,” the website proclaims. “These properties wow their guests with extraordinary design and facilities and uncompromising service. Expert staff caters to your every whim and pampers you with the most advanced treatments and skin care lines available.”

The evaluation criteria include assessment of basic expectations, such as staff courtesy, the technical proficiency and skill of the employees and whether the facility is clean and maintained properly. Other criteria involve issues that impact a guest’s physical comfort and convenience, as well as the staff’s ability to impart a sense of personalized service and the spa’s ability to create a “completely calming ambience.”

The website’s description of the typical Four Star Hotel mentions the property’s “distinctive setting.”

“Attention to detail is prominent throughout the property, from design concept to quality of products provided,” the description continues. “Staff is accommodating and takes pride in catering to the guest’s specific needs.”

Highlighting The Greenbrier, the inspector makes note of “the sincerity and enthusiasm” of the resort’s employees, as well as mentioning the many amenities available at the historic White Sulphur Springs property.

— E-mail: talvey@register-herald.com