France: One in Four Hotels Rejects Stars – Seeking Freedom and Authenticity

In France, red signs with one to five stars have been the hallmark of a hotel’s quality for decades. However, more and more hoteliers are choosing to move outside this traditional framework. Around 25% of the country’s hotels – 4,168 out of a total of 16,850 – now operate without any official star rating, choosing to offer a more personal, authentic experience, free from the “boxes” of a strict system.

Stars and their cost

The star system in France is managed by the national tourism organization Atout France and is voluntary. But the process is not at all simple: in order for a hotel to achieve a star category, it must comply with 243 very specific criteria – from the presence of six hangers in single rooms to the availability of staff who speak foreign languages ​​for the four-star category.

As Luc Béal from the Excelia tourism school notes, “the star rating is an objective indicator of quality, measuring the specific through the predetermined.” However, this “objectivity” entails significant costs: compliance, certifications, renovations, and inspections every five years, which inevitably raise room prices. Furthermore, it does not always take into account elements such as original design, location, or personalized hospitality – elements that modern travelers increasingly value.

Hotels without stars: not poor, but different

The absence of stars does not imply degradation. On the contrary, many of these accommodations stand out for their personality. A typical example is Emmanuel Petit’s Eklo hotels. He decided to reject the star system, preferring to develop a hybrid hospitality model, combining private rooms with shared spaces. As he explains, “our model does not fit the criteria of Atout France – we would be unfairly classified as a simple hostel”.

Petit describes the star system as “outdated”, although he acknowledges that it offers some practical benefits – for example, it makes it easier to issue alcohol licenses. Nevertheless, he relies on online reviews and specialized certifications to attract his audience.

The new quality indicators: Reviews and ecological certifications

Travelers now trust reviews on Google, Booking, and Tripadvisor more than the number of stars an accommodation has. As Petit says, “guests are more interested in reviews than in the category”.

At the same time, new “seals of quality” are replacing stars: certifications such as the Green Key and the European Ecolabel demonstrate a commitment to sustainability and social responsibility. Their logos often adorn the entrances of French hotels – for many customers, they are now more useful and informative than a metal star sign.

Hospitality is being redefined

The gradual disengagement from the star system is not an isolated phenomenon, but a broader trend. Hoteliers want more flexibility and the freedom to innovate, away from the “conventions” imposed by a standard classification. Travelers, on the other hand, are looking for authentic experiences and distinctive hospitality – something that often does not fit into the “boxes” of Atout France’s 243 criteria.

Official ratings can still have value, especially for specific markets and more traditional audiences. But France is showing the way to a more "open" future in hospitality: with less bureaucracy, more imagination, and, above all, with the customer at the center.