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The Michelin Red Guides: French Tourism
listing, the notation ACF indicated that it was a place recommended by the
Automobile Club de France, whereas the notation TCF indicated that it was a hotel
where TCF members received the 10 percent discount negotiated by the organization
on behalf of its members.
Michelin’s guide most resembled the work of the Touring Club in its appeal for
readers to assist in correcting and improving the guide, making a plea reminiscent
not only of such appeals in the Baedekers and Guides Joanne but especially of the
Touring Club de France’s constant calls for joining hands (se serrer les coudes) in
order to work together. As Michelin put it, “The present edition . . . will inevitably
be considered very imperfect, but the work will improve each year; it will be
perfect as quickly as drivers respond carefully and in the largest number to the
questionnaire we are asking them to fill out . . . Without them, we are capable of
nothing; with them, we can do anything [emphases in the original].” 14 Like the
TCF, Michelin also began to establish a certain control over mechanics and
especially hotel owners. Already in 1899, the TCF had worked out an elaborate
system for insuring that its members were not taken by mechanics and hotels. TCF
mechanics accepted a price list of maximum prices for routine automobile and tire
repair; those mechanics overcharging were then purged from the list. In return for
a listing in the TCF annuaire, hotel owners made even more concessions. Hotel
owners promised to offer a 10 percent discount to all TCF members. Moreover,
the TCF made hotel owners guarantee the published price of room and board,
including wine, for the duration of the year.
Michelin solicited readers’ help in several domains, asking them to send
comments to the company. First, readers were supposed to check Michelin’s
calculations of the distances between towns, which always appeared in the guides.
Second, readers were to report any absences from the stock of Michelin products
that stockistes had committed to carry. Third, any mechanics listed who were not
good or who were good but not listed needed to be reported to the company.
Fourth, readers were asked to report whether the sellers of gas actually carried gas.
Fifth, Michelin wanted readers to write with any information about mechanics who
could charge electric cars. Finally, Michelin wished to exercise oversight of hotel
owners by ensuring that readers did not pay more than the averages reported by
the hotel owners. Readers were asked to provide specific details, “particularly
whether there are bedbugs,” in a given hotel. 15 Michelin, like the TCF, assured
readers that their corrections would be acted upon with rigor.
We promise to purge without pity any hotels that [drivers] report as having inadequate
meals, rooms, toilets, or service; and poorly stocked gas dealers [Nous promettons de
rayer impitoyablement de nos listes tous les hôtels dont ils nous signaleront comme
défectueux la table, la chambre, les W.C., le service; les dépôts d’essence mal approvisionnés].
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