Michelin to announce UK and Ireland keys on 1 October

Michelin is to announce its first ever hotel key awards for Great Britain and Ireland on 1 October.

The awards, which are the hotel equivalent of a Michelin star, will be revealed at a press conference at Somerset House in London.

The guide announced the launch of the keys last October, and said it was the product of four years’ work.

Hotels have been recommended in Michelin guides since the 1920s, but the organisation said the keys would be given to the “crème de la crème” of its selection.

Similar to Michelin stars, the key is is a three-tiered award designed to highlight the best places to stay across the globe. Hotels can be rated as one key (a special place to stay), two keys (an exceptional stay) or three keys (an extraordinary stay).

The first keys have been awarded to hotels in Japan, Italy, Spain, France and the US throughout the year.

Gwendal Poullennec, international director of the Michelin Guides, told The Caterer last year that the award would judge a hotel by its restaurants, architecture and design, maintenance, the welcome and service.

While some UK hoteliers have raised concerns the award may confuse customers already familiar with AA and Forbes Travel Guide ratings, others welcomed the publicity a Michelin key could bring.

Danny Pecorelli, managing director of the Exclusive Collection, previously told The Caterer: “For those lucky enough to get an award, [it will bring] an increase in customers, either direct or through their booking platform, so either way, it’s a win-win.”

What will the Michelin key award mean for UK hotels?