People & Culture

The (three) keys to success: How Clayoquot Wilderness Lodge earned Michelin’s highest distinction

General manager Sarah Cruse shares how heart-led hospitality, conservation and a deep connection to nature helped make the Vancouver Island retreat one of just two Canadian hotels to earn Three Michelin Keys

Jul 10, 2026
1,247 words
5 minutes

By Sarah Brown

The Ivanhoe lounge at Vancouver Island's Clayoquot Wilderness Lodge promises both excellent cocktails and stellar views over the Bedwell River estuary. (Photo: George Apostolidis)

A century ago, the famous Michelin star system was launched, rapidly becoming the world’s most prestigious culinary ranking system, coveted by chefs and restaurants alike. In 2024, Michelin Guide took things a step further, founding the Michelin Key program, the hotel and hospitality equivalent of its renowned restaurant rankings.

A Michelin Key is the ticket to instant recognition — and stratospheric expectations. As of 2026, just two Canadian destinations have achieved the Three Keys benchmark for luxury and boutique hotel excellence — Clayoquot Sound’s Clayoquot Wilderness Lodge and Newfoundland’s Fogo Island Inn, both secluded destinations whose world-class hospitality is guided by their spectacular settings.

General Manager Sarah Cruse, who has been at the helm since 2020, says the Michelin Three Keys designation, which recognizes luxury and excellence in the hotel sphere, has given Clayoquot Wilderness Lodge an international profile. (Photo: Jeremy Koreski)

Clayoquot Wilderness Lodge is immersed in Vancouver Island’s breathtaking temperate rainforest, luxury canvas tents reached by cedar boardwalks that float above the verdant forest floor. Everything — from the accommodations to the signature adventures to the exquisite canapes and cocktails — pays homage to the landscape and its bounty.

What does it take to gain — and retain — a Michelin Three Key? General Manager Sarah Cruse, who has been in her role since 2020, gives her take on the challenges and joy in making it happen.

On the pressure of becoming a Three Key Michelin Hotel

I think it was timely [Clayoquot Wilderness Lodge was one of only 10 properties in all of North America to receive the Three Keys honour in 2024]. It was like all my angels heard my call. We have worked so hard, and when we were rewarded with that recognition it made us known. The world is now calling us, because they’ve heard of us. And it would be beautiful if we could achieve that on our own, but to have that recognition at that level is so important from a realistic sales and marketing point of view.

Of course, now guests arrive here with an expectation. Previously, there was no expectation, and we blew their socks off because of what we do and who we are! And the house of Mother Nature does that for us as well. But the Michelin keys mean that now guests are judging before they arrive.

On achieving the repeat in 2025

So, 2025 arrived and people were saying, “Oh, Sarah, did you get your keys again?” And I was confused because I live in my own little bubble. I said, “What do you mean?” And they told me, “Sarah, every year — every year! — you have to be able to maintain the standard.” That was a shock! I somehow thought it was a one-time thing. But you know what? That’s fine. Because we do what we do authentically — it comes from our hearts.

So at the heart of it, I’m not doing it for the keys. We do what we do because this is who we are. The kids [Cruse says, with a laugh, that, at her age, she regards all staff as kids] got us recognized by the world. So I’m not working for the keys; I’m working for the world. I’m working for what I think the world needs, which is to experience Clayoquot.

Cruse says Teddy and Charlie, seen here waiting for cuddles on the lodge's outdoor couches, are a huge part of what makes the lodge special. The lodge boasts three resident hunter poodles, who enjoy hanging with guests but are always on the lookout for bears. (Photo: Sarah Brown)

On communing with staff and guests

A typical day starts about 5 a.m. because that’s the best time of the day. That’s when everything is so still and quiet. You never know who you’re going to run into first thing in the morning. It’s also a great way to check the vibe of the staff. I go for a walkabout into all the different areas. I bump into guests, see how they are. How was their night? How are they feeling as they head out for a cold plunge or a stretch or some yoga?

I take my dogs through the woods, I look into the eyes of the horses, and I just know that I am blessed and I am going to have a good day.

I’m in the field all day. A lot of what I do is just look into the eyes of everybody, because that answers all my questions. I can see how everybody’s onboarding or flowing into the property. I think of it as a dance, and what kind of dance depends on the day.

I usually finish around 9 p.m., but it doesn’t feel like a job. I’ve got the energy of Mother Nature supporting me at every step.

On the importance of fresh eyes

I feel the pressure of the Three Keys because the lodge is seasonal [open late May through late September] so there is quite a lot of staff turn over. We’re recruiting and re-training a lot of new staff each year. But even though that makes it harder to guarantee certain things, there is also such joy in the fresh energy each season.

Each year, new staff are working from their true energy. From their true centre. It is reinvigorating for all of us, because we get to see this incredible place through their eyes. They’re awestruck. The same is true of our guests. So every time we walk outside, we are reminded not to take this beauty for granted. Don’t ever take it for granted.

The Essential Itinerary: Clayoquot Wilderness Lodge

On gratitude

Who can have a bad day here? I mean, seriously. This is best place in the world and I wish the world knew about us. And now, all of a sudden, the Michelin award means the world does know about us. We have such gratitude that guests are choosing us.

This is my heart property. I feel that everyone needs a bit of Clayoquot Wilderness Lodge energy. This place has changed me — I’ve become better, and I have to attribute it to the energy here, to the spiritualism of this land. This is sacred soil.

Executive Chef Ben Godin, who is in his third season at Clayoquot Wilderness Lodge, forages or grows many of the mushrooms, berries and herbs for his dishes, while also working closely with the Tofino Ucluelet Culinary Guild, which connects B.C. farmers and food producers to local restaurants. It allows him to dream up an exquisite menu of dishes that highlight the region's bounty. (Photo: Yasmin Kaeppeler)

Executive Chef Ben Godin says his food philosophy is, "It's here. It's now. Let's eat it." From spruce tips (he estimates he and his crew picked 50 kg this past spring) to elderberry flowers to salmonberries, he is continually harvesting and dreaming up signature dishes based on what's in season. (Photo: George Apostolidis)

On Vitamin N

The world is so busy and people are exhausted and empty. When they arrive at the lodge, I imagine this little empty tube inside them. And I want to fill it with green energy. That’s literally what we do. And when they leave, they’re crying tears of joy because they’re full of that green energy. Nature is Vitamin N.

Sarah Cruse refers to nature as "Vitamin N." "Our guests are looking to this wilderness to restore themselves. Staff and guests are arriving here knowing that this land is a privilege, a gift." (Photo: Sarah Brown)

The Three Keys are important, but it is this location that also draws the best in the world of hospitality. Young people want to work here — they want to leave their busy, device-filled world to work in this world.

And our guests are also looking to this wilderness to restore themselves. Staff and guests are arriving here knowing that this land is a privilege, a gift.

On the Lodge’s “Michelin starred” dogs

Everyone wants to hang out with Toby, Charlie and Teddy! After a few days at the lodge, everyone wants a poodle [all three of the lodge’s resident dogs are poodles]. And I love that, because they’re an amazing breed. They are magnificent, friendly security dogs that are just brilliant and yet cuddly at the same time. So the dogs are a huge part of what makes the lodge special.

They are hunter poodles and their job is to sound off if there is danger. They are very sensitive to any odor — so cougars, wolves, bears. But they’re also company for the guests.

You’ll see guests snuggling up with a poodle on the couch by the fire. Everyone wants to take them on their hikes. So they’ll head out on the trails, they’ll go on the helicopter or on the boats. They’re a big part of the program!

A misty early-morning view from the Ivanhoe lounge's rooftop balcony. (Photo: Sarah Brown)

On rainy days, guests have the option of relaxing in the expansive library tent or the games tent. (Photo: Sarah Brown)

Paddle boarding atop a crystal clear river is the highlight of the lodge's signature canyoning adventure. (Photo: Jeremy Koreski)

A guided kayak adventure is one of the must-do experiences for most guests. (Photo: Sarah Brown)

A guided morning yoga session is followed by a glacial plunge. (Photo: Sarah Brown)

The 12-km Ursus Valley hike includes a quick river crossing. (Photo: Sarah Brown)

The fleet of kayaks and canoes get well-used for guided paddles right off the lodge shore. (Photo: Sarah Brown)

Guests get a quick lesson in safety and paddling techniques before heading out on the water. (Photo: Sarah Brown)

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