Michelin URD 2020 Michelin at a glance A Global Footprint Michelin heritage The Covid-19 Crisis Trends & Issues The All Sustainable Michelin Our Creation Model Four Areas of Growth Tires Mobility Experiences Services & Solutions High-Tech Materials Six Pathways to Success Our Organization Ethics Risk Management 2020 Financial Performance Mobility Experiences Michelin offers guides, maps, digital services and exclusive deals that make travel and everyday journeys easier, more enjoyable and more fulfilling. Objectives Offer carefully curated selections and increasingly personalized hospitality and fine dining experiences.Nurture close, trustworthy relationships with consumers that strengthen the MICHELIN brand and benefit the entire Group. A powerful source of brand awareness 25 million people visit the Michelin Experiences websites every month. A unique position The Group owns the two restaurant and wine guides that set the standard for the rest of the world. Strategy Maintain top-of-mind awareness of the MICHELIN brand among consumers. Enhance the brand experience and underpin its premium positioning. Increase the MICHELIN brand’s influence with digital technology and partnerships. Raise its profile and appeal in new markets. Les réponses de michelin Progress made in 2020 🡫 The MICHELIN Guide supports sustainable gastronomy The French edition already honors an initial selection of restaurants, indicated by a green star. The chefs are encouraged to share their best practices on the MICHELIN Guide website. Other country editions will follow. Robert Parker Wine Advocate launches its Top 100 Wine Discoveries Eight vintages, 76 regions and 18 countries were represented in the selection curated from among the 30,000 wines reviewed in 2020. Tablet Hotels enhances and personalizes its selection Tablet, the boutique and luxury hotel curation specialist, has added 2,000 properties listed in the MICHELIN Guide to its platform and launched a new app called Take Me Away that finds hotels nearby or farther afield, depending on the desired experience. Every month, around 500 million people visit MICHELIN Guide partner TripAdvisor-The Fork.