In 1900, a French tire company published a restaurant guide to encourage drivers to hit the road and buy more of their products; His genius content marketing was way ahead of its time. In the 1930s, “Stars” began to be attributed, and we know the rest of the story: a new reference for fine dining was created. Today, Michelin hopes to write a new chapter for hotels with Keys, a three-tier identification system just like Stars, and hopes that this system will become the same reference point for accommodation.
This isn’t entirely new ground for Michelin. The guide has always included accommodation recommendations and currently lists 5,000 hotels worldwide. Like Culinary Stars, the Keys are awarded following visits from anonymous judges whose identities are protected by secrecy to prevent any special treatment. Inspectors and top hotel and restaurant professionals from around the world work in committees to choose which hotels will stand out.
According to Michelin Guide International Director Gwendal Poullennec, inspectors examine hotels that “offer the most remarkable experiences” according to a number of criteria: architecture and interior design, quality and consistency of service, overall personality and character, value of service. price and a significant contribution to the guest experience in a particular environment.
The announcement of the keys has begun, naturalnessThe French market will launch in April 2024, with the US and Spain following soon after. Elections for Italy and Japan will be announced later this year, and new countries are expected to be added as the rollout continues.
The French market is by far the market with the most Keys issued, with 24 Three Key hotels, meaning “an exceptional stay”. French tourism officials already consider France a world-leading destination for luxury travel, so in 2010 the “Palace” designation was created, which is given only to five-star French hotels that meet criteria such as having a spa and having a world-class spa. class concierge service.
It’s essentially like classifying a hotel as six-star: discounters like Le Bristol are often in a different league from other hotels in terms of opulence, with price tags around €2,000 per night. or more (breakfast not included!). There are 31 of these properties across the country, 12 of which are in the capital.
Some of these are recognized by the Three Keys in this new Michelin ranking; These include La Réserve, which is rated 9 out of 10 by me and is known for its modern interpretation of classic luxury. His restaurant, Le Gabriel, was also awarded the elusive three Michelin Stars this year. I said at the time: “Along with the elegant style of star designer Jacques Garcia, this ultra-luxury Paris hotel offers an unparalleled location in one of the city’s most prestigious areas. There are 14 rooms and 26 suites; Even the smallest of these is the size of a standard Paris apartment. Butler service is standard, while the spa offers a variety of high-end treatments.”
The hotel is accompanied by traditional Grandes Dames such as Le Bristol, which I rate 9 out of 10. This hotel basically makes guests feel like Belle from Disney’s Belle. Beauty and the Beast when the singing candelabra Lumière exclaims: “Tie your napkin around your neck, chérie, we’ll provide the rest.” Here’s what I said in my review: “The feel is one of traditional grandeur, from the physical key to each room, to the original ’40s elevator, to the resident Burmese cat, Fa-Raon. [retired in 2021 and replaced by a kitten called Socrate]usually in the lobby XV. Louis was found sleeping under his chair.
Located in Paris’ glitzy “Golden Triangle,” the Four Seasons Hotel George V gets top billing alongside Le Meurice, Plaza Athénée and, of course, the Ritz on Place Vendôme. All of these establishments also have between one and six Michelin Stars for their restaurants.
But the Palaces and the Three Keys are not alike, perhaps emphasizing that they serve a slightly different purpose; Michelin, in particular, aims for its rating to have a global reach and not just be limited to French excellence. Michelin inspectors chose the 11-room Maison Villeroy for the Three Keys, but it is no “Palace.”
While I understood most of the options on the French list, there were a few omissions that surprised me; for example Byblos in St Tropez and also a Palace hotel. I stayed recently and thought it was the best there is. Telegram‘s reviewer praised its style that nods to St Tropez’s fishing village roots, its top-notch service that treats everyone like a movie star, and its scenic beach club.
All Parisian palaces except the Mandarin Oriental receive at least one Key. Lutetia on the Left Bank and the Peninsula near the Arc de Triomphe both receive Two Keys. I’d say they’re just as decadent as their Three Keys counterparts: the Lutetia has a €10,000-a-night suite with Francis Ford Coppola’s camera collection, while the Peninsula has a special caviar tasting menu and an in-room suite. nail polish dryers. We speculate as to why these two aren’t in the top spot, but perhaps the fact that Lutetia doesn’t have a Michelin-starred restaurant is a factor.
As with food ratings, there’s a certain sense of mystery. Michelin Star fans respect the elusiveness of this designation, but are also criticized for its exclusivity and lack of transparency.
Poullennec offered a few more clues about what investigators were looking for. According to him, the selected hotels “offer travelers an accommodation that is guaranteed to reflect the destination and its traditions. Our team also sought the desire to pay special attention to the well-being of guests. [via the likes of] ultra-personalized beds, adjustable lighting throughout the day, personalized in-room amenities, etc. as well as a commitment to sustainability.
The U.S. list, published April 24, includes 11 Three Key hotels, 33 Two Key hotels and 80 One Key hotels. It includes legendary addresses like Los Angeles’ Chateau Marmont (Two Keys) and New York’s Chelsea (One Key), as well as newer design-focused addresses: Brooklyn’s Wythe Hotel (One Star), Downtown LA Proper Hotel (Two Keys). ) ) and the five-room SingleThread hotel in California wine country; this hotel now has three Keys with three Michelin Stars for farm-to-table; Our reviewer gave it a 10 out of 10, which is rare in food and drink.
The Spanish selection includes five Three Key hotels, 12 Two Key hotels and 80 One Key hotels, featuring a mix of city mansions such as the Mandarin Oriental Ritz, Madrid (Three Keys) and island beauties such as Es Princep in Palma de Mallorca (One Key) and San Food-focused addresses like Akelarre in Sebastián now have to find space to store their Two Keys next to their Three Stars.
But it’s not just about the bling-bling. In particular, the more widely attributed One Key rating leaves room for different types of properties to be mentioned. Of 127 hotels in France, we find some unusual options, such as Experimental Group’s cool boutique Hôtel des Grands Boulevards. I was there last week and the young team were amazed and very happy to be involved.
John O’Ceallaigh, founder of luxury travel consultancy and content agency Lute, thinks it’s a smart move for Michelin to reposition itself at the more innovative end of travel.
“For Michelin Stars, although our approach to dining has evolved greatly in recent years, the perception of what constitutes a Michelin star restaurant is largely based on the past,” he said. “What I think is exciting here is that Michelin has the opportunity to broaden our perception of what a luxury hotel is. I was particularly interested in the US listing because some of the Keys were much more egalitarian or modern-style properties than you might expect.”
Loire Valley Lodges was another unusual choice on the French list, with a luxury treehouse without Wi-Fi, a rotating roster of guest chefs, and a spa area. “I wanted to create a hotel that had never been seen before in France,” said founder and director Anne Caroline Frey. Frey said he was “very surprised and very proud” that his hotel received One Key, and that he believed the inclusion of a property like his (where air conditioning has been replaced by trees, telephones by walkie-talkies) “shows that standards of hospitality are advancing, and we are evolving as a society.”
In the Spanish listing, One Key was awarded to Petunia, a bohemian and hip boutique hotel housed in traditional finca buildings in Ibiza; Another Michelin-recognized example of a more relaxed and contemporary resort focused on wellness. General manager Josep Sastre said: “Winning the Michelin Key was a big surprise!” said. “This recognition reflects the team’s commitment […] “And that drives us to continue elevating our offerings.”
“The keys do not reward a catalog of services and facilities,” says Poullennec. “They celebrate authentic lived experiences with a resolutely humane approach. “As well as being a reliable reference for travellers, they aim to be a response to ‘hyper-selection’ and the standardization of tourism”.
This may be the tire company’s boldest move since 1900.