The hospitality world got a jolt last month when an upstart, albeit one with a familiar and respected name, threw down a gauntlet in the hotel rating category.
That would be the Michelin Guide, whose newly launched Michelin Keys program took the industry by storm, with hotel collections vying for the coveted mark of approval and travel advisors saying it stands out as one their clients will trust.
“There are quite a few awards hotels can receive, but few have the clout and cachet of an organization like Michelin behind them,” said Jon Makhmaltchi, founder of travel and hospitality marketing firm J.MAK Hospitality. “And while the Keys are a new distinction, I don’t think it will be long before they are regarded with the same heft as a Michelin Star.”
Long famous for its restaurant rating system, the Michelin Guide began unveiling the inaugural Michelin Key winners in early April with a roster of French honorees, followed by Michelin Key recipients in the U.S., Spain and Italy over the past few weeks.
“The best of the best, the crème de la crème of world gastronomy is recognized by the famous Michelin Stars,” Michelin Guide’s international director Gwendal Poullennec said during a Michelin Keys media event in New York last month. “From now on, the crème de la crème of the world of hospitality will be recognized with the Michelin Keys.”
Under the system, the approximately 6,000 hotels already listed within the Michelin Guide are eligible to potentially receive one, two or three Michelin Keys, based on anonymous inspections by Michelin Guide staff. As with the Michelin Star system for restaurants, the Michelin Key list will be updated annually.
According to Poullennec, five core elements determine whether a property is Michelin Key material. They are: a prime location that offers guests “an open door to the destination”; excellence in interior design and architecture; quality and consistency in service; consistency between level of experience and the price paid; and a sense of individuality and authenticity.
A One Key rating indicates a very special stay, a Two Key rating an exceptional stay and a Three Key rating an extraordinary stay.
J.MAK Hospitality, which represents a number of luxury and boutique hotels, so far counts 22 Michelin Key winners within its network. These include the Relais Christine in Paris, Nobu Hotel Chicago and Can Bordoy Grand House & Garden in Mallorca at the One Key level; French hotels Les Sources de Cheverny and the J.K. Place Paris at the Two Key level; and the Saint James Paris, Les Sources de Caudalie in Bordeaux, J.K. Place Capri in Italy and the Post Ranch Inn in California at the Three Key level.
“This kind of recognition, coming from a reputable source like Michelin, is a wonderful stamp of approval for these properties,” said Makhmaltchi, adding that the Michelin brand is well positioned to take the lead over existing hotel industry rating and ranking systems.
“The other players in this arena are Forbes Stars and AAA Diamonds, whose names and awards are not as aligned with luxury,” Makhmaltchi said. “Michelin will outshine, as it’s so highly recognized by the high-end, well-versed consumer.”
For travel advisors, Michelin Keys represents an extension of a brand that often plays a central role in crafting their clients’ culinary experiences.
“I get a lot of people traveling for food, and the majority of clients I work with want Michelin-starred restaurants when they travel,” said Jill Albino, a luxury travel consultant with Fora Travel. “Michelin is respected, and there is a trust [factor] involved. They know that if Michelin is putting their name on it, that it’s got to be good.”
Angela Huang Walsh, a fellow Fora Travel advisor and founder of Unbound Travels, also has deep familiarity with the Michelin brand.
“I’m a foodie, so I [tend to] attract clients that, as part of their trip planning, ask if there is a great Michelin-starred restaurant or a couple of them that align with part of their trip or align with what they’re trying to experience,” said Huang Walsh, adding that the Michelin Key designation represents yet one more stamp of approval she can potentially point to when presenting clients with accommodation options.
“Now we have another hotel rating entity on top of all the other programs that rate great hotels around the world,” said Huang Walsh. “It’s yet another resource and point of view.”
