Michelin to Launches First Hotel Key Awards for Great Britain and Ireland on 1 October

For the first time, Michelin is set to unveil its prestigious Hotel Key Awards for Great Britain and Ireland on 1 October. These awards, the hotel equivalent of Michelin stars, will be announced during a press conference at Somerset House in London.

The Michelin Hotel Key Awards, which were first introduced last October after four years of development, aim to recognise the very best in hospitality. While Michelin has been recommending hotels since the 1920s, the new Key Awards will distinguish the “crème de la crème” of its hotel selections.

Similar to Michelin’s star rating for restaurants, the Hotel Key Awards are tiered, with one key representing “a special place to stay,” two keys signifying “an exceptional stay,” and three keys indicating “an extraordinary stay.”

The inaugural keys have already been awarded to outstanding hotels in Japan, Italy, Spain, France, and the United States over the past year.

Gwendal Poullennec, International Director of the Michelin Guides, previously explained that the award evaluates hotels based on factors such as their restaurant offerings, architecture and design, upkeep, and the quality of their welcome and service.

While some UK hoteliers have expressed concern that the new awards could cause confusion with existing ratings like the AA or Forbes Travel Guide, others see the Michelin key as a potential marketing advantage.

Danny Pecorelli, Managing Director of the Exclusive Collection, noted that for those fortunate enough to receive a key, the recognition could drive an increase in both direct customers and bookings through online platforms, making it a win-win for hoteliers.