In years gone by, the luxury travel sector was all about opulent hotels and extravagant surroundings. But for today's travellers, the experience is becoming much harder to define.
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Speaking at the Euronews Travel & Tourism Summit 2026 in Brussels last week, Marie-France Perrel, Head of Business Development, Hotels at Michelin Guide, said luxury hospitality has evolved to bring together a fusion of food, wellness, service, as well as connection to the destination.
“Luxury today is completely different than what it was,” she said. “It’s no longer the sort of standards of opulence that we had in mind. It’s no longer about the amount of marble you have in a bathroom or the number of rooms in one property.”
Instead, Perrel said travellers are looking for “properties who are giving you a sense of place” and hotels with a special connection to their surroundings. “It really is a whole ecosystem, and I think that’s what luxury is today,” she added.
Part of the same travel experience
Food is increasingly central to this changing definition of hospitality. While there’s always been a correlation between eating and travelling, Michelin is seeing evidence that visitors increasingly consider the two as part of the same experience.
“Before, they were lived as two separate experiences, whereas now we’re seeing that as one experience,” Perrel said.
Michelin's own data shows that users looking to book hotels in Northern Europe were also searching for nearby restaurants during the same session.
Perrel also pointed to the rise of “intentional travel around food”, with holidaymakers booking trips specifically to experience a particular dish or cuisine.
“They want to go on walking food tours, or they will want to go to a destination because they saw on television this great meal that was being consumed,” she said.
“They want to have that same authentic pizza or whatever that may be. So absolutely, food is a huge component of travel these days.”
What are Michelin Keys?
Michelin's connection with travel stretches back more than a century. The first Michelin Guide was published in France in 1900 to encourage motorists to travel, listing practical information including places to eat and stay. Michelin began awarding stars to restaurants in 1926.
Hotels have also featured in the guides for decades, but the company introduced its “Michelin Key” distinction in 2024, applying a dedicated methodology to identifying outstanding hotel experiences.
Its 2026 global selection includes 2,832 Michelin Key hotels across 79 destinations: 2,020 with one key, 657 with two keys, and 155 with three keys. Some 470 hotels joined the selection this year, while 18 received three keys for the first time.
One key represents a “very special stay”, while two keys signify an “exceptional stay”. Three keys are reserved for the highest level – an extraordinary stay providing the ultimate experience. “This is like the trip of a lifetime type of situation,” Perrel said.
But Michelin's selections illustrate how luxury no longer has to fit a single mould. Its hotel portfolio ranges from grand hotels to independent boutiques and retreats. “What I love about it is that it’s not cookie-cutter,” Perrel said. “Luxury doesn’t look one way. It’s a broad spectrum.”
At the end of her session at the Euronews summit, Perrel was asked to share one piece of advice to travellers when choosing a hotel for their next holiday. Her response was to look at the trip “backwards”.
“Try to think of your next trip in a different way and instead of choosing a destination, choose a hotel first,” she said. “You don't look at the destination, but look at a hotel that speaks to you and then go to that place.”