For the first time ever, the Michelin guide has released its ‘keys’ for hotels in the UK & Ireland; part of its refresh for their hotel section. They see it as delivering the same level of recommendation for hotels, as it does for restaurants, with the keys equating to the following:
- One Key: a very special stay.
- Two Keys: an exceptional stay.
- Three Keys: an extraordinary stay.
In their first UK and Ireland release, they have awarded 14 Three Key hotels, 37 Two Key hotels and 72 One Key hotels. As the luxury hotel market is a space we spend much of our time working within, we thought it would be interesting to see if we feel the brands and experiences we love are represented how we’d expect them to be.
As we muse on the ratings, we also ask, ‘was this needed?’ and how much impact do we think this will have on hotels around the world. Will hoteliers come to see the keys in the same way restauranteurs see the stars, or is this just another headache for the industry to do daily battle with?
So, as we highlight a few of the findings, let’s see if there are any surprises.
Three keys
It is fair to say the usual suspects populate the upper echelons with the likes of Claridge’s, Connaught and the Savoy but it’s also great to see The Newt represented in the same category, as one of the few not to be found in the capital. The Newt in Somerset, 5 years on from its opening, feels like it’s part of a new breed of luxury, ready to challenge (and challenge it does) the old guard, inspiring others to follow suit along the way. Prim and proper giving way to more of a lifestyle focus and a sheer celebration of its surroundings, screaming home-grown quality from its renovated rooftops. Also in the same category, we find Gleneagles. It’s hard not to root for them as the praise for their service and the way they look after their guests is often repeated; high praise for Ennismore, almost a decade on from their purchase from Diageo, and hopefully plenty of learnings for them to share with the rest of their ever-expanding brand portfolio.
It is interesting to see The Peninsula’s addition to the ranks after years and no doubt a few-pennies-worth of renovations. I’m sure it will feel like just rewards after such a lot of work, and it will be interesting to see how brands like this compare across the world and what pressure that may bring. It is worth noting that France’s keys were obviously released first, and, in their capital, the Peninsula received a 2 key rating. We start to ask how welcome these keys will remain across portfolio brands. Does an unbalanced ranking from property-to-property impact overall brand perception?
Two keys
As expected, London dominates again, and as expected, we start to see multiple properties from the same brand. We see 3 from The Dorchester Collection, including The Dorchester, who may feel a little aggrieved to have not made the 3 key list, especially after the completion of last year’s overhaul, with its Bond-inspired cocktail bar in tow (Raffles made the 3-key list, with their Bond-esque bar, but don’t tell them). Firmdale bring a trio to the 2-key contingent, all within a stone’s throw of one another, which may be a surprise to some, especially when you look at the likes of some of their neighbours, such as NoMad or The Emory in the category below.
It is great to see places such as Heckfield Place and Thyme; perhaps cut from a similar (but not the same) cloth as The Newt, being fairly represented on a list that speak to quality, not just splattered across Instagram, where many will find them, which speaks almost entirely to aspiration. These places really care, and that is felt from the moment you engage with them. Perhaps in these cases, it is less about pressure and the key gives something to celebrate they otherwise might not have. Two of the Scottish entries include The Fife Arms, which again, celebrates its location unapologetically, to great applause, and then the iconic building at the heart of Edinburgh, The Balmoral, Rocco Forte’s 2nd in this category. Two things they both share and come highly recommended: decent whisky bars. Perhaps there’s something in it?
A few entries that may be scratching their heads as they read the list may include The Berkley, The Langham and Rosewood. Would they consider themselves on par with Ham Yard Hotel, do you think?
One key
This is where there is likely to be some confusion as you start to see very different price points playing on the same field. That said, this is not a price-point list; this is about quality and enjoyment for the guest. We’ve seen a shift in the way Michelin has awarded its stars over the years. It is no longer reserved just for the white table-clothed and the eye-wateringly expensive. It has updated itself and blown away a few of the cobwebs; even awarding stars to street food, thank God. So, maybe they’re starting with the same approach here; lining up 5 Artist Residences (their entire portfolio) alongside two Four Seasons, Shang-ri-la and Estelle Manor, to name a few.
Whilst the list will no doubt move around as it settles in, it will be interesting to see who uses it as a focus and uses it to drive their operations, whilst others may maintain their gaze at the OTAs and other accessible, user generated review sites. Either way, it is a clear reminder of how Michelin see themselves and how they would like you to see them also. Useful, sure. Helpful, of course.
The final say on quality…?
What do you think of this first list? Are there any surprises there for you?
Top image: https://thenewtinsomerset.com/hotel
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