Advertisement
Will the Michelin Guide’s push into hotel ‘key’ ratings help keep it relevant?
Michelin sees itself as ‘a global media’ as it expands into travel and wine, going toe to toe with the likes of TripAdvisor and Condé Nast
Reading Time:3 minutes
Why you can trust SCMP
France’s famed Michelin Guide, a reference for fine dining for more than a century, is expanding into hotel and wine recommendations as it aims to become a global lifestyle brand.
The offshoot of the French tyre-making company has a loyal following among foodies but faces a battle for attention with other travel guides, review sites such as TripAdvisor, and a galaxy of online food influencers.
Staying relevant has led it to look beyond its historic role of sending inspectors anonymously into restaurants and then attributing stars to a handful of high-end eateries.
Advertisement
Having gradually increased the number of territories covered by its food guides – 69 at the last count – it is now pushing hard into the hotel sector with a new global listing system recommending top-rated resorts and properties.
“We have always maintained a strong foothold in the hotel industry,” said Michlein Guide boss Gwendal Poullennec at an awards ceremony attended by hoteliers from across the world in Paris on October 8.
Instead of stars, hotels are given “keys” on a scale of one to three, based on criteria such as service, style and character.
Advertisement
Select Voice
Choose your listening speed
Get through articles 2x faster
1.25x
250 WPM
Slow
Average
Fast
1.25x