Can Being Awarded Michelin Keys Help a Hotel?

WHAT IS A MICHELIN KEY?

Contrary to widespread belief, hotels have in fact always featured in the Michelin Guide as recommendations. Well, it makes sense for an organisation that originated from a love of travel and hospitality. In fact, over 5,000 hotels across the world are recommended in Michelin’s latest guide. You can view them all here: https://guide.michelin.com/en/hotels

The natural evolution then, was to create an official award for, as Michelin puts it the “crème de la crème’ of hotels chosen from its selections.

Even though always included, until 2024, Michelin focused on dining and restaurants for its distinction awards. This year, Michelin debuted a brand-new distinction. Similar to the star, which is used to recognise outstanding restaurants, a Michelin Key is used to recognise outstanding hotels internationally.

In short. The Michelin Key is essentially a Michelin Star for hotels, awarded in honour of outstanding stays.

As with Michelin Stars, a property can be awarded ONE, TWO or THREE Michelin Keys. A clear set of criteria outlines just what Michelin is looking for in a property to be given each distinction. More on that later.

Within the Michelin Key selections there are options for every style and budget. According to Michelin:

“There are lively hotels and quiet hotels. Hotels in metropolises and hotels in the middle of nowhere. Hotels at the leading edge of modern design and hotels that celebrate the achievements of the past. There are castles, hostels, tents, and ryokans, places with two hundred rooms atop a city skyscraper, and with two rooms tucked inside an ancient watchtower.”
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MICHELIN KEY PROPERTIES IN THE UK & IRELAND

On the 1^st October 2024, the Michelin Guide announced its selections for the UK & Ireland. In total there are 14 Three Key hotels, 37 Two Key hotels and 72 One Key hotels in the UK and Ireland.

Any property listed in the Michelin Guide is eligible to receive a Michelin Key. Similar to how the stars are awarded, a Michelin inspector will anonymously visit each and every property to determine its rating.

Within the list of Michelin Key properties in the UK & Ireland are some powerhouses of hospitality along with smaller, independently run properties that know luxury is all about detail. The Savoy., Mandarin Oriental Hyde Park, Cashel Palace, The Connaught, Claridge’s, The Idle Rocks, Gilpin Hotel & Lake House and Gleneagles are just some of those recognised. The full list of properties awarded a Michelin Key can be found here: https://guide.michelin.com/us/en/article/travel/all-the-michelin-key-hotels-in-the-uk-ireland

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REACHING FOR THE STARS (OR KEYS)

As a luxury hospitality consultant, it is my role to work with hotels, outlining where I see opportunities for elevation. Those little opportunities that can help a property to break through with the luxury market. I have spent an entire career working with high-net worth individuals through my events business. What they are looking for in a hotel is remarkably similar to their preference within events. Elegant surroundings. Next level service. Attention to detail. Personalisation.  But can being awarded Michelin keys help a hotel that is already operating to a high standard?

If your property was not one of those to receive a key distinction, or even listed in the Michelin Guide. Or even if you don’t feel a Michelin Key is within your reach, then there is still something to take home. What Michelin has essentially done is create a framework for properties that can be used to elevate a hotel’s offering.
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THE MICHELIN KEY CRITERIA

Michelin has five universal criteria when selecting hotels: excellence in architecture and interior design, quality and consistency of service, overall personality and character, value for the price, and a significant contribution to the neighbourhood or setting. The subcategories are then divided into:

• One Key properties: where guests will have ‘a very special stay.’
• Two Key properties: providers of ‘an exceptional stay.’
• Three Keys: here, the top accolade, where ‘an extraordinary stay’ is guaranteed.

This may seem abstract, but there is much more to each category than increasingly hyperbolic adjectives.

These are further broken down below, with an outline of what the inspectors are looking for in a property of each distinction.

I’ve included recommendations too from my perspective as to how you could reach for each level.
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One MICHELIN Key: a very special stay

According to Michelin, this is “a true gem with its own character and personality. It may break the mould, offer something different or simply be one of the best of its type. Service always goes the extra mile, and it provides so much more than similarly priced establishments.”

Three words jump out at me here. Character. Personality. Service. The outer shell of your property could be the most ordinary of buildings, but if you infuse that with character and personality – then you make something unique. Something special.

Bring in professionals to help you channel your creativity. Create something nobody else has! What makes you unique as a hotel owner must infuse your property with your own special ideas and characteristics.

Example: I’ve created a stunning wedding venue out of a potato barn. Yes, you heard me correctly. The outer shell was not important, in fact it only served to enhance the contrast when entering. What was an abandoned outbuilding – transformed into a luxurious and versatile event space steeped in rustic charm.

And of course, your offering then has to be further elevated with service that ‘goes the extra mile.’ This really is a defining factor in the luxury market. And it’s something that is readily available to ANY property. Train your staff to give next level service. Guests will always remember a stay when every staff member remembers their name. When their preferences are noted and adhered to. Where they are greeted with a smile and where staff go above and beyond to ensure their stay is something special.
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Two MICHELIN Keys: an exceptional stay

According to Michelin – a two key property is “somewhere truly unique and exceptional in every way, where a memorable experience is always guaranteed. A hotel of character, personality and charm that’s run with obvious pride and considerable care. Eye-catching design or architecture, and a real sense of the locale make this an exceptional place to stay.”

The next level of distinction takes the one key framework and solidifies it. There is no hit and miss when visiting a two key property. Guests know what they will get and feel safe that it will always be delivered.

Pride is my key takeaway here – does each and every member of your staff take pride in their workplace? Does everyone take ‘considerable care’ when dealing with customers? These are the things that will really hit home when attempting to up-level your property’s offering.

Character and charm are never out of reach. Both can be offered in the humblest of places if you take the time and love to curate something extraordinary. Which brings us to….
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Three MICHELIN Keys: an extraordinary stay

It’s all about astonishment and indulgence here – this is the ultimate in comfort and service, style and elegance. It is one of the world’s most remarkable and extraordinary hotels. A destination in itself for that trip of a lifetime. All the elements of truly great hospitality are here to ensure any stay will live long in the memory and hearts.

The three key frameworks may be reserved for hospitality’s elite, yet there are still many takeaways for those striving to up-level their offering.

My advice to hoteliers looking to up-level their service would be to choose a three key property from the list and go and stay there. Indulge for a night, or two. EXPERIENCE it for yourself. Only then will you realise what that extra something reserved for an exceptional property really is.

And when you return, stay for a night on your own property. It’s so important to experience it from a guest’s perspective.

In these three key properties – every detail has been considered. The beds, mattresses, and bedding will be the very best quality – is this something you could improve upon? Do you have blackout blinds or curtains that provide functionality as well as beauty? Are they motorised – can you operate them without leaving the comfort of your bed? How do the rooms look and feel on entering? Is the furniture well crafted? Are the carpets clean and sumptuous and super soft underfoot? Can you install log burners or bioethanol fires to add that cosy, an extra element for a warm, welcoming cosy space?

What are your tea and coffee selections? Are they the absolute best they can be? Next, is there a coffee machine rather than a kettle? Can you add homemade biscuits and a handwritten note to welcome them? Are the mirrors in the bathroom heated? Is the underfloor heated? Is breakfast available in the room and in the restaurant, and how is it delivered to their door. What about dining at your property? Is the best experience for your budget and space?

Do ALL of your staff greet guests, note their names and remember little details that they like?

These are all minor changes and considerations that can combine to have an enormous impact.

While they may not earn you three Michelin Keys, my point is to consider each and every element that your guest will experience during their stay and think ‘how this can be elevated.’ When lots of small details combine, they add up to much more than the sum of their parts. That is what the luxury sector are looking for in a hotel stay.
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CONCLUSION

Finally, to answer the question, can being awarded Michelin keys help a hotel, it’s fair to say that incorporating Michelin’s key distinctions into your hospitality framework is a powerful way to help you create unforgettable guest experiences. Focus on quality, creativity, consistency, and service excellence. It provides a roadmap for delivering exceptional hospitality. Even if earning a Michelin Key isn’t your goal, adopting its ethos can help you stand out in a competitive market and position your establishment as a beacon of excellence.

Well, I hope I’ve answered the question of ‘can being awarded Michelin keys help a hotel’, and thanks for sharing my blog.

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