UOB has announced its role as the Global Principal Partner of The MICHELIN Guide Hotels, marking the first instance of a Singapore company collaborating with this prestigious ratings authority on an international level. This partnership aims to provide UOB customers with exclusive experiences and access to top-tier hotels worldwide.
The collaboration emphasizes UOB's commitment to offering exclusive lifestyle privileges in dining, entertainment, and travel. It aligns with The MICHELIN Guide Hotel Selection’s focus on excellence, quality, consistency, character, value, and cultural contribution.
UOB already partners with MICHELIN for dining experiences in Malaysia and Thailand and collaborates with Robert Parker Wine Advocate to offer unique wine-related events. With this new partnership, UOB plans to curate travel experiences that combine wine appreciation, fine dining, and luxury travel. Customers will have opportunities to stay at MICHELIN Key hotels, dine at MICHELIN-starred restaurants, and visit exclusive wineries featured by Robert Parker Wine Advocate.
Jacquelyn Tan from UOB expressed pride in being the inaugural partner of The MICHELIN Guide Hotels as it prepares to unveil its first-ever Global MICHELIN Key selection. She noted the increasing demand for exceptional travel experiences among ASEAN's middle-class and affluent travelers.
Gwendal Poullennec of The MICHELIN Guide highlighted the shared ambition between UOB and The MICHELIN Guide to celebrate hospitality excellence through this partnership.
A recent report identified ASEAN as an emerging travel powerhouse in 2024 due to high spending by travelers from Singapore, Malaysia, and Thailand. These trends are reflected in increased travel-related spending among UOB cardholders across the region.
As part of the partnership benefits, UOB customers will receive a one-year Plus membership from The MICHELIN Guide. This membership includes privileges like free room upgrades and dining credits at over 1,000 hotels featured in The MICHELIN Guide.
In October 2025 in Paris, France, UOB will present one of four new Special Awards recognizing excellence within hospitality at the launch ceremony for the Global MICHELIN Key Selection.