For decades, the luxury travel sector was synonymous with opulent hotels, marble bathrooms, and sprawling properties. But according to Marie-France Perrel, Head of Business Development, Hotels at Michelin Guide, that definition has been turned on its head. Speaking at the Euronews Travel & Tourism Summit 2026 in Brussels, Perrel argued that modern luxury is less about extravagance and more about immersion, authenticity, and a deep 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, travellers are seeking properties that offer a genuine sense of place, where the hotel itself becomes part of the journey. “It really is a whole ecosystem, and I think that’s what luxury is today,” she added.
Food as a driving force
Central to this shift is the growing fusion of food and hospitality. While eating and travelling have always been linked, Perrel notes that visitors now treat them as a single, integrated experience. “Before, they were lived as two separate experiences, whereas now we’re seeing that as one experience,” she explained. Michelin’s own data supports this: users searching for hotels in Northern Europe often simultaneously look for nearby restaurants in the same session.
This has given rise to what Perrel calls “intentional travel around food.” Holidaymakers are booking trips specifically to taste a particular dish or cuisine, whether it’s a walking food tour in Lisbon or a quest for the perfect Neapolitan pizza. “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.”
Michelin Keys: a new benchmark
Michelin’s relationship with travel dates back to 1900, when the first guide was published in France to encourage motorists to explore the country. Restaurants received stars from 1926, but hotels only got their own distinction in 2024 with the introduction of the Michelin Key. The 2026 selection includes 2,832 hotels across 79 destinations, with 155 earning the top three-key rating. One key signifies a “very special stay,” two keys an “exceptional stay,” and three keys an “extraordinary stay” – what Perrel describes as “the trip of a lifetime type of situation.”
What’s striking about the Michelin Key portfolio is its diversity. It ranges from grand historic hotels in Paris to minimalist retreats in the Norwegian fjords, and from boutique properties in Barcelona to countryside estates in Tuscany. “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.” This reflects a broader trend in European travel, where affordable Michelin Key hotels are proving that luxury isn’t just about price tags.
The rise of experience-driven travel also intersects with other shifts in the industry. As trains overtake buses in EU travel, more travellers are opting for slower, more immersive journeys. And with climate change affecting travel costs, the focus on local, authentic experiences may also align with sustainability goals.
Advice for the next trip
When asked for one piece of advice for travellers choosing their next hotel, Perrel suggested a radical rethink: “Try to think of your next trip in a different way and instead of choosing a destination, choose a hotel first. You don't look at the destination, but look at a hotel that speaks to you and then go to that place.” It’s a philosophy that puts the property at the heart of the experience, rather than treating it as a mere base for sightseeing.
As the luxury travel sector continues to evolve, it’s clear that the old markers of status – size, opulence, and extravagance – are giving way to something more personal. Whether it’s a Michelin-starred restaurant in Copenhagen or a family-run agriturismo in Puglia, the new luxury is about feeling connected to the place, the culture, and the food. And that, Perrel suggests, is a far richer experience than any marble bathroom could offer.
