The MICHELIN Keys and the Future of Hospitality

The MICHELIN Guide finally awarded 𝘬𝘦𝘺𝘴.
But are we ready to rethink what the standards are?

After 124 years of fine dining excellence, The MICHELIN Guide has stepped into hospitality.

The 2025 Michelin Keys are here, and they’re already becoming the new benchmark for hotel distinction.

But here’s the deeper question:

What are we really rewarding?
Is it service? Architecture? Gastronomy?
Or is it how a place makes us feel?

Because the traveler today has changed.

She wants something beyond prestige.
She wants presence.

She’s not only asking: “Where should I stay?”
She’s asking: “What will this place do to me?”

So while I’m thrilled to see excellence celebrated (and many properties I admire featured), I also wonder:

- Could the next key honor sustainability?
- Could we recognize emotional resonance?
- Could we spotlight places that feel deeply human, and not just highly polished?

Places where slow rituals matter more than fast check-ins.
Where the story of the land is part of the experience.
Where beauty doesn’t come at the cost of ethics.

This is not a critique.
It’s an invitation.

Let’s celebrate those who received Michelin Keys 🗝️
but also keep shaping the standards for what 𝘴𝘩𝘰𝘶𝘭𝘥 be recognized next.

Because for the modern traveler, luxury isn’t just about five-star service.
It’s about five-sense connection.