From food-led escapes to trip of a lifetime hotels: How luxury travel has evolved and ‘doesn’t look one way’

The luxury travel industry has undergone a significant transformation over the years, shifting away from the opulent hotels and extravagant surroundings of the past. According to Marie-France Perrel, Head of Business Development, Hotels at Michelin Guide, today's luxury travel experience encompasses a fusion of food, wellness, service, and a connection to the destination.

"Luxury today is completely different than what it was," she remarked, emphasizing that it's no longer about the number of marble bathrooms or the quantity of rooms in a property. Instead, travelers are seeking "properties who are giving you a sense of place" and hotels with a strong connection to their surroundings. The experience has become an integrated ecosystem, where food and travel are now considered as part of the same journey.

Michelin's research reveals that users searching for hotels in Northern Europe were also looking for nearby restaurants during the same session. Additionally, the demand for "intentional travel around food" is on the rise, with vacationers booking trips specifically to experience a particular dish or cuisine. Michelin, a long-standing player in the travel sector, has been awarding stars to restaurants since 1926 and including hotels in its guides for decades.

In 2024, the company introduced the "Michelin Key" distinction, a dedicated methodology to identify outstanding hotel experiences. The 2026 global selection of Michelin Key hotels spans 79 destinations, with 2,832 properties holding one, two, or three keys. The keys signify the quality of the stay, ranging from "very special" (one key) to "exceptional" (two keys) to "truly extraordinary" (three keys).

Perrel highlighted that luxury no longer adheres to a single mold, as Michelin's portfolio includes grand hotels, independent boutiques, and retreats. "Luxury doesn't look one way," she stated, emphasizing the broad spectrum of luxury travel options available. When asked for advice to travelers when selecting a hotel for their next holiday, Perrel suggested starting with the hotel itself.

"Try to think of your next trip in a different way and instead of choosing a destination, choose a hotel that speaks to you and then go to that place."