The move comes five years after Michelin quietly acquired Tablet Hotels, a booking website for boutique and luxury hotels, for an undisclosed sum.
After 123 years of recommending restaurants to road trippers, the Michelin Guide is driving into the hotel world.
It’s a long-planned bid to capture more of the travel market at a time when consumer spending and competition in the sector are at an all-time high. In recent months, restaurant ranking titans World’s 50 Best and La Liste have released hotel lists for the first time. Michelin has not specified whether a hotel can get more than one key. In its restaurant ratings, one star denotes that a place is “worth a stop,” two are “worth a detour” and three are “worth a special journey.”
Michelin’s expansion into hotels comes just weeks after the New York Times reported how six- and seven-figure sponsorship deals with tourism authorities brought the guide to such places as Colorado and Florida.
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