In France, the familiar red plaque, punctuated by one to five stars, signifies a hotel’s comfort grade, or so it seems. But, increasingly, hoteliers are stepping outside this system. They’re forgoing that, preferring the liberty to craft truly unique, guest-centered experiences. Consider this: a quarter of French hotels—some 4,168 out of 16,850—operate without the star badges. These properties redefine “quality,” valuing originality above all else.
The Burden of Star Ratings
Atout France, the national tourism body, manages the star scheme. It’s voluntary, but the process is, shall we say, thorough. Hotels seeking stars must tick boxes across 243 specific criteria (updated in 2022), spanning service, facilities, and green initiatives. Requirements can be anything from six wardrobe hangers for a single star to multilingual staff for four. “The star rating,” says Excelia Tourism School’s Luc Béal, “objectively points to quality, measuring the specifics within the specifications.”
However, there’s a price. Upgrades, compliance paperwork, and those in-person audits every five years all cost money. This, naturally, impacts room rates, putting some off. For many, the system feels, well, dated. It doesn’t always value design flair, a prime location, or that personalized touch that modern guests crave.
A Shift Toward Unclassified Originality
These unclassified hotels? Far from being low-quality, they are often known for their stand-out character. Take Emmanuel Petit, of Eklo Hotels. He ditched the star plan for his budget-friendly, hybrid hotel concept, which mixes classic rooms with shared spaces. “Our model doesn’t quite fit Atout France’s criteria,” Petit admitted, suggesting it would be unfairly labelled as a simple hostel. Yet, Eklo’s vision thrives, aiming for 40 sites from its current 12.
Petit deems the star setup “obsolete,” yet acknowledges its usefulness, such as simplified liquor licensing. Instead, hotels like Eklo use reviews and niche certifications to draw guests.
Reviews and Labels: The New Quality Indicators
Today’s travelers read online reviews – Google, Booking, Tripadvisor – for up-to-date insights. “Travelers care more about the reviews than the category,” Petit remarks. Reviews offer on-the-spot input, aiding improvement.
Then you have labels, such as Green Key or the European Ecolabel. These show a dedication to sustainability and inclusivity. Guests can see these at entrances of French hotels, a modern mark of quality even more helpful than the stars.
A Growing Trend
With 25% now unclassified hotels, the shift is clear. Hotels want the freedom to innovate, appealing to guests who desire an authentic and interesting stay over uniformity. While the star ranking remains trustworthy for many, the limitations and the price are urging change. For guests, these unique hotels promise individuality, supported by credible reviews and appealing specialized certifications, signifying a fresh phase for French hospitality.