In the wake of the MICHELIN Guide’s announcement of its inaugural MICHELIN Keys in Paris last month, UOB Thailand is taking luxury travel to new heights. The bank has revealed a global partnership with the MICHELIN Guide Hotels, offering its customers privileged access to a curated collection of the world’s most exceptional stays.
For those unfamiliar, the MICHELIN Guide Hotels is the hospitality counterpart to the iconic red guide, which has for over a century celebrated excellence in dining. Now, it applies the same rigorous standards to hotels, highlighting properties that offer outstanding service, design, and guest experience. Hotels awarded the MICHELIN Key are recognised not only for their comfort and amenities, but also for authenticity, local character, and attention to detail — a trusted mark for discerning travellers seeking stays that are both unique and impeccably curated.
This collaboration follows UOB’s appointment earlier this year as the Global Principal Partner of the MICHELIN Guide Hotels, marking the bank’s evolution from championing fine dining to shaping the full spectrum of refined travel experiences.
Beginning late 2025, UOB’s affluent and emerging affluent customers across Asia will receive a complimentary one-year Plus membership with The MICHELIN Guide. The membership unlocks a host of exclusive benefits — from complimentary room upgrades and spa credits to dining perks and airport transfers — at more than 1,000 hotels featured in The MICHELIN Guide, including newly designated MICHELIN Key properties.
A New Chapter in Curated Living
The initiative extends UOB’s long-standing partnership with The MICHELIN Guide Restaurants in Thailand and Malaysia, where the bank has been the official partner since 2022. In Thailand, UOB cardmembers already enjoy priority access to over 70 MICHELIN-starred restaurants, along with private dinners, tasting experiences, and seasonal campaigns such as MICHELIN Star Hunt and UOB Point Parade.
Together with the bank’s partnership with the Robert Parker Wine Advocate, which offers access to acclaimed vintages and expert-led tastings, the new hotel collaboration completes a trilogy of experiences that celebrates wine, dining, and travel — the defining hallmarks of modern luxury living.
Beyond Banking, Into Experience
“Thai travellers are among the most passionate in the region when it comes to discovering new cultures and experiences,” says Vira-anong Chiranakhorn Phutrakul, Deputy CEO and Country Function Head of Wholesale Banking at UOB Thailand. “Through our partnership with The MICHELIN Guide Hotels, we’re connecting them to a world of exceptional stays that share the same dedication to quality and authenticity the MICHELIN name embodies.”
For UOB, the alliance underscores a philosophy that transcends transactions — one that sees travel as both a privilege and a pursuit of meaning. Until the programme launches later this year, UOB cardmembers can continue to savour exclusive privileges at MICHELIN-starred restaurants across Thailand by visiting www.uob.co.th
