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Inspired by the recognition of Kasbah Tamadot and Son Bunyola in the MICHELIN Guide 2025
A global marker of excellence in modern travel
The MICHELIN Guide has long been one of the most recognised authorities in the hospitality world. Its influence was shaped by a simple idea more than a century ago: help travellers discover the finest places to eat and stay.
Over time, the guide evolved into a trusted international standard that informs choices for millions. Its iconic restaurant stars have shaped culinary reputations and entire food cultures. In 2025, the launch of the first global MICHELIN Key selection marks a natural expansion of that legacy into accommodation, setting a new benchmark for exceptional hotels around the world.
The introduction of the MICHELIN Key arrives at a moment when travellers want more than comfort. They want stays that offer authenticity, thoughtful service and a sense of place. The Key system recognises this shift.
It identifies hotels whose experiences rise above the ordinary, noting those that offer design that stands out, service that anticipates needs and a sense of hospitality that feels genuinely alive. This new chapter of the guide is already shaping global travel standards, and in its inaugural year, two properties from Virgin Limited Edition have emerged among the world’s most exceptional.
Virgin Limited Edition shines in the inaugural MICHELIN Key selection
Virgin Limited Edition, Sir Richard Branson’s collection of distinctive retreats across the world, has received two major honours in the 2025 MICHELIN Key selection. Kasbah Tamadot in Morocco was awarded an esteemed Three MICHELIN Keys, placing it among only 143 hotels worldwide recognised as extraordinary. Son Bunyola Hotel & Villas in Mallorca earned One MICHELIN Key, highlighting its growing reputation for character-rich stays that prioritise experience and personality.
These accolades matter for more than prestige. They reinforce what the MICHELIN Guide aims to capture: hotels that offer more than rooms and amenities. Both properties deliver environments where guests connect deeply with culture and landscape, supported by teams that approach hospitality as a craft. Their recognition also reflects a broader trend within the industry. Travellers are rewarding places that remain true to their communities, protect their surroundings and offer experiences that cannot be replicated elsewhere.
Kasbah Tamadot: resilience recognised at the highest level
Situated in the foothills of Morocco’s Atlas Mountains, Kasbah Tamadot is the kind of retreat that stays with guests long after they have left. Its setting offers views across the mountains, its architecture blends seamlessly with Berber tradition, and its atmosphere encourages travellers to slow down and reconnect with the world around them. The hotel’s Three MICHELIN Keys reflect the remarkable journey it has taken over the past two years.
Kasbah Tamadot reopened only a year ago after undergoing a major restoration following the devastating earthquake that struck the region in September 2023. The rebuilding effort was rooted in community, with all employees hailing from Morocco and many from nearby villages.
The hotel expanded during the restoration, adding six riads and a second restaurant while preserving its original character. The work reflected an understanding that resilience is not only about reconstruction but also about honouring heritage and enabling communities to grow stronger.
Guests today encounter accommodation shaped by this spirit. The individually designed suites, Berber Tents and Riads with private pools offer thoughtful touches that make every stay feel personal. The hammam and spa treatments draw from local tradition.
The restaurants blend Moroccan cuisine with global influences, offering flavours that tell the story of the region. Through its partnership with the Eve Branson Foundation, Kasbah Tamadot also uplifts surrounding communities, supporting artisans and creating opportunities for young people. The MICHELIN Guide recognised all these elements, noting the hotel as one of the most remarkable stays in the world.
Son Bunyola: Mediterranean style with a Mallorcan soul
Son Bunyola Hotel & Villas sits on an 810-acre estate in the Tramuntana Mountains of Mallorca, a UNESCO World Heritage Site. Its 16th century Finca building forms the heart of the estate. After being carefully restored, it now pairs its historic stone walls with modern comfort, creating a stay that feels rooted in place yet refined in its details.
The MICHELIN Key recognition notes the hotel’s ability to offer experiences that capture the Mediterranean at its best. Sa Tafona, located in the estate’s old oil mill, holds on to its original structure while introducing tasting menus inspired by iconic regional flavours. Guests discover dishes shaped by the seasons, supported by a wine list that showcases the strength of natural Mallorcan labels.
Beyond food, Son Bunyola has already built a reputation for relaxation and adventure. Travellers interested in wellness find calm across the estate’s tranquil spaces, while cycling and hiking enthusiasts have direct access to some of Mallorca’s best trails.
It is an example of how a hotel can shape its environment without overwhelming it, offering experiences that fit with the land instead of competing against it. Receiving One MICHELIN Key so soon after opening in 2023 signals that the hotel has already distinguished itself as a destination worth travelling for.
The value of MICHELIN Keys for travellers and the industry
The hospitality industry has long relied on trusted markers of quality. Until 2025, the MICHELIN Star system shaped restaurant culture more than any other rating, becoming a shorthand for excellence. The MICHELIN Key now plays a similar role for hotels. It gives travellers a reliable guide to places that offer more than a comfortable night’s sleep. These properties provide meaningful hospitality that stands up to international scrutiny.
The Key system also helps distinguish hotels in a crowded market. With online travel platforms saturated by sponsored listings, conflicting reviews and shifting standards, an independent benchmark is valuable. The MICHELIN Guide offers that clarity. Hotels cannot pay for recognition and cannot influence inspectors, who assess stays anonymously. This independence gives the Key system credibility and trust.
For destinations, a MICHELIN Key can shape entire economies. Travellers often plan trips around places carrying the recognition, leading to increased visibility and stronger visitor numbers. Local businesses benefit in turn, from restaurants and guides to artisans and transport providers. A single award can reshape a region’s international reputation, signalling to the world that an area’s hospitality scene is worth exploring.
In the case of Kasbah Tamadot, its recognition helps spotlight a region still rebuilding after the 2023 earthquake. For Mallorca, Son Bunyola’s honour strengthens its position as an island that offers more than beaches, highlighting its deep cultural heritage and mountain landscapes. Both examples show how awards can support the communities around them.
Why the MICHELIN Guide still matters in the digital age
In a time when travellers rely heavily on influencers, algorithm-driven search results and short-form content, the MICHELIN Guide represents something different. It is built on long-form assessment, background research and real-world experience.
Inspectors stay anonymously, engage with the property like ordinary guests and evaluate what the atmosphere feels like, how service operates under pressure and how the experience aligns with the hotel’s mission. These are aspects that digital ratings and quick reviews rarely capture.
The MICHELIN Guide also preserves a sense of global consistency. Whether travellers are searching for a wilderness lodge in Kenya, a boutique hotel in Tokyo or a restored estate in Mallorca, they can rely on the same criteria. This consistency is important in an era of rapid growth in the travel sector, where expectations vary widely and standards can be uneven from one country to the next.
Its move into accommodation strengthens its relevance. The new Key system acknowledges that modern travel is shaped by experience as much as food. It also expands the guide’s influence by recognising a wider range of properties, from remote escapes to urban icons. With more than 2,400 hotels included in the 2025 selection, the guide has created a map of global hospitality excellence that feels accessible and comprehensive.
A celebration of identity, culture and meaningful travel
The recognition of Kasbah Tamadot and Son Bunyola highlights an approach to hospitality that many travellers increasingly value. Both hotels celebrate local culture, protect their surroundings and embrace stories that extend beyond luxury. Their awards signal that meaningful travel is still possible in a world of rapid commercial development.
Kasbah Tamadot champions the Berber way of life, ensuring guests encounter craftsmanship, tradition and community spirit. Son Bunyola carries the soul of Mallorcan heritage into its architecture, food and landscape. These experiences show the direction in which global hospitality is moving. Travellers want places that feel real. They want properties where style and service serve the story, not the other way around.
The MICHELIN Guide recognises this movement and amplifies it. The Key system encourages hotels to preserve what makes them unique, rather than conform to generic luxury standards. It supports an industry that values culture, sustainability and personal connection.
The future of the MICHELIN Key and global hospitality
As the MICHELIN Key continues to expand, its influence will shape the next era of travel. Hotels will have stronger incentives to elevate their service, connect with their communities and refine their identity. Travellers, in turn, will gain a guide that leads them to places that enrich their journeys and broaden their understanding of the world.
For Virgin Limited Edition, the 2025 honours mark an important moment. They affirm years of thoughtful investment, community partnership and dedication to hospitality. They also highlight the people behind the properties. As CEO James Bermingham noted, “these awards are a testament to the passion and commitment of the teams who create guest experiences daily”.
The MICHELIN Guide remains a trusted global authority because it recognises excellence without compromise. The introduction of the MICHELIN Key strengthens that legacy. In a world full of choice, it helps travellers find stays that matter.
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