Not just a journey, an experience

You could say that mobility was every possibility of traveling from A to B. But you could also say it was something far more stimulating... Travel represents the possibility of discovery, enjoying new experiences and living unique moments. At Michelin, we have embraced this vision of mobility for a long time. Over the years, we have developed a great many services to help and assist you on your travels. To develop them more quickly and open up a new realm of possibilities, we have grouped them together here under one roof: MICHELIN Experiences.



Three questions to


Nicolas Beaumont

in charge of coordinating MICHELIN Expériences

What is Michelin Experiences all about?


We have four areas of strategic activities: tires, services and solutions, mobility experiences and materials. With MICHELIN Expériences, we are making a great promise to our customers: supporting them before, during and after their journey regardless of how they are traveling, through various suitable products and servicesMichelin Experiences covers activities that you are already acquainted with: maps and guides, the MICHELIN Guide, ViaMichelin, MICHELIN Travel, etc. Other activities are gradually added, such as online restaurant reservations, now available in many countries. Our scope of services should broaden in the months and years to come. We are also offering a full range of spin-off products, MICHELIN Lifestyle Limited, which includes products related to automobile accessories, shoe soles, etc.

Can you give us some examples of concrete actions that you have put in place to "offer our customers mobility moments"?

To give you a concrete example, we created an offer for Chinese tourists who traveling in France to live an experience in a Michelin starred restaurant. They can directly book their table from China using the largest local travel website and enjoy a personalized welcome in Chinese, a special menu and unique services such as a kitchen tour with the Chef. We also organized the launch of the Italy Michelin Guide in partnership with the city of Parma, which made some exceptional venues available to us to give the event a unique feel and, more importantly, to attract partners and bring in numerous Chefs.

What are your plans for the future?

It is crucial for us to innovate in order to bring new experiences to the market. We want to take traveler support to the next level before, during, and after their journey, in every situations. To give you a few concrete examples, we have just tested private sales for Michelin starred restaurants, we are about to trial an offer related to camping and we are thinking about a Club over the medium term. We have much to do and we would like to move quickly. We have introduced very agile development methods, which enable us to enjoy a continuous ideation process, and take advantage of our numerous assets, maps and guides in printed and digital formats, route planners, spin-off products, etc. Many projects and challenges are awaiting us over the coming months! 

MICHELIN Restaurant

MICHELIN ViaMichelin


MICHELIN Lifestyle Limited