The future plans of the Michelin Guide

PARIS. The Michelin Guide has provided information about its future strategy for the first time at a media day to mark the first publication of the Michelin keys for hotels. In future, the Guide will see itself as a "reference work for the art of living". Since its foundation in 1900, the Michelin Guide has evolved with the times and its users, while remaining true to its original mission: To guide travellers independently and with high standards to unforgettable culinary and hotel experiences, according to a statement. Originally conceived as a practical guide to make travelling by car easier, it developed into a gastronomic benchmark from the 1920s onwards with the introduction of the stars. In 1997, it introduced the Bib Gourmand, an award that focuses on reasonably priced restaurants offering high-quality cuisine at a reasonable price.

At the beginning of the 21st century, the guide included around twenty destinations, mainly in Europe. At this time, a comprehensive strategic transformation began with a focus on internationalisation, digitalisation and diversification. The acceleration of global expansion began in the 2000s, particularly with the launch of the Guide in Japan in 2007, marking an important step and confirming its ability to capture and promote all culinary cultures. In 2025, the MICHELIN Guide covered nearly 70 destinations in Europe, Asia, North and South America and the Middle East, and announced a clear objective: to ultimately highlight all the world's gastronomic scenes.

Also in the 2000s, and in response to the digital revolution that fundamentally changed information access and led to a decline in the print model, the guide began to revise its business model. It launched a website where all selected articles were freely accessible worldwide and in more than 25 languages. This development expanded both the Guide's original mission - to support as many travellers as possible - and the development of an extensive and constantly updated editorial section. In 2020, a mobile app was created within this digital ecosystem, completing the transformation of the Guide MICHELIN from a glove box book to an essential publication for foodies and travellers worldwide.

In 2023, the transformation was extended to the hotel industry with the launch of the Michelin Keys, signalling the Guide's gradual rebirth in hotel curation and recommendation. This new award highlights the most notable hotels in the Michelin Guide and, like the stars in fine dining, sets a new benchmark for hospitality excellence. These remarkable developments have been guided by the core principles of the Michelin Guide's DNA: Independence in selection, methodical rigour and consistently high standards.

Today, these keys enable the Michelin Guide to maintain and offer its position as a true global reference for the art of living:

• Uniqueness: thanks to its unique curation model based on the expertise of its teams of inspectors;
• Affinity: with exciting community events and outstanding and constantly renewed editorial content;
• Practicality: through customised services that make every culinary experience and stay more accessible and fulfilling.

With its redesigned digital presence, the Michelin Guide aims to support all aspects of travelling - from inspiration to booking. It also aims to connect a fundamentally renewed community of users who are more cosmopolitan, younger and more qualified. The website offers:

• An independent and high-quality selection of hotels and restaurants, compiled by a review team from over 30 nations and accessible free of charge worldwide;
• editorial articles, travel guides, videos, podcasts, social formats and series, all designed to promote a contemporary vision of gastronomy and travel;
• A service-based platform that meets the uses and habits of its time, with filters, geolocalisation, list creation, personalised itineraries, an integrated booking system and support from travel experts.

The Michelin Guide thus sees itself as a global, value-adding model for travel destinations. Tourism organisations are therefore increasingly sponsoring the guides. According to the Michelin Guide, the impact of its selection on the economy, tourism, cuisine and culture has made it possible to implement a unique model based on strategic partnerships with local tourism authorities. This support, which is so crucial to the Guide's international development, leads to tangible and sustainable benefits in return.
A recent study confirms the growing influence of the Michelin Guide on travellers' decisions:

• 74% consider its presence to be a decisive criterion when choosing a destination.
• 76% are willing to extend their stay to enjoy an experience at a restaurant recommended by the Michelin Guide.
• 80% are willing to pay more to experience this level of excellence.

Beyond the impact on tourism, the Michelin Guide acts as a real economic driver:

• 82% of chefs report an increase in sales after receiving an award,
• 60% hire new talent,
• 58% emphasise the positive impact on the pride and motivation of their employees.

According to the Michelin Guide, each expansion project is based on a rigorous process aimed at evaluating the local catering landscape and ensuring a sustainable selection, which is the sole responsibility of the Michelin Guide. These partnerships, as strategic and ambitious as they may be, are entered into in full respect of the Michelin Guide's independence to ensure the quality and integrity of its selection. This dynamic also extends to the hotel industry. By expanding the hotel selection, introducing new key awards and implementing an effective booking system, hotels can attract a more engaged clientele.