The ratings are for continuous operation. If you plan on operating at the maximum FOA rating, you should probably size the conductors and overcurrent protection accordingly. Without any additional information on the actual load or applicable codes, I would size overcurrent protection and the cabling for the highest possible kVA rating with a 25% safety factor to allow short-term overloading as you suggest.
The forced cooled kVA ratings are irrelevant for a short-term event such as motor starting. The main issue is voltage drop, not transformer overheating. The voltage drop is a function of the transformer impedance and this is a constant that is not changed by the cooling of the transformer. The impedance is generally expressed in a percentage based on the transformer kVA rating as a base. In the US, this kVA is generally the lowest self-cooled rating. In IEC land, it is generally the highest forced cooled rating. But this is a just a change in kVA base. The impedance is basically a constant regardless of how it is expressed.
Cheers,
Dave