The famous Michelin guide, well known for its stars awarded to the best restaurants in the world, is now extending its influence to the hotel industry by awarding keys to exceptional establishments. A spotlight, but also a boost of pressure for hotels.
Nine Swiss hotels have just been distinguished by three keys, the maximum possible in this new list. Among them, two Geneva establishments stand out, including The Woodward, where the emphasis is on highly personalized service.
“The idea is that the customer feels at home as soon as they arrive,” explained Jean-Marie Le Gall, the general manager of the hotel, on Wednesday in the 7:30 p.m. broadcast of RTS. He adds that this Michelin distinction brings additional pressure. “The Michelin guide is a century-old institution that is authoritative in the restaurant sector. Now it is also established in the accommodation sector, and expectations are high.”
“The codes of luxury have changed”
This evolution of luxury, marked by more conviviality and authenticity, pushes teams to rethink their approach. “The codes of luxury have changed. We are moving away from formal luxury towards something more human,” notes Johanne Saget, founder of The One Consulting, specializing in luxury hotels.
However, with this recognition comes increased pressure. In gastronomy, some chefs have already given up their Michelin stars, finding the expectations too high and difficult to sustain. The hotel industry, now subject to this same level of rigor, will have to innovate to maintain its keys. “The sector must surpass itself, particularly in terms of innovation and personalization, to stay at the top,” underlines Johanne Saget.
The challenge is therefore launched for these Swiss establishments, already recognized worldwide.
Matthieu Hoffstetter/vajo
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