Marriott Sets New Standard for Luxury Travel Experiences

Marriott International’s Luxury Group says the future of luxury travel is shifting toward meaning, connection, and personal growth. At the International Luxury Travel Market in Cannes, the group outlined a strategy built on three pillars that reflect what affluent travellers now value most: longevity, connection, and transformational experiences.

The group includes The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels and Resorts, St. Regis, EDITION, The Luxury Collection, JW Marriott, and W Hotels. With more than 550 luxury properties and almost 35 new openings set for 2026, Marriott’s luxury portfolio is positioning itself for travellers who want more than comfort. They want journeys that change how they think, feel, and live.

Current research from the high-net-worth market shows a clear shift. Most affluent travellers define status through knowledge and respect instead of possessions. Many say travel has shaped their identity, improved their relationships, and given them a stronger sense of purpose. Deep cultural immersion, learning, and healthier living rank high among their priorities.

Longevity

Wellbeing has evolved from spa relaxation into a long-term pursuit of vitality. Guests want experiences that help them feel centered, clear, and renewed. Marriott’s luxury brands are responding with offerings that blend local tradition, science, and modern wellness practices.

At Mandapa, a Ritz-Carlton Reserve, guests can take part in traditional fire ceremonies, forage for wild herbs, and practice meditation techniques rooted in Balinese culture. The St. Regis Atlanta offers guided breathwork and Tibetan singing bowl therapy. The Ritz-Carlton, Bachelor Gulch combines mountain adventure with full-body red light therapy.

The Lake Como EDITION plans to open with The Longevity SPA, offering biohacking treatments, thermal rituals, and Blue Zones-inspired wellness programs.

Connection

Luxury travellers are placing more value on relationships. Multi-generational travel continues to rise, and many travellers say they form lasting friendships during their journeys. Marriott is expanding its residential offerings to give families larger spaces with the comfort of home and the service of a luxury hotel.

More than 1,500 luxury-branded residential units are available for rent in the United States, and Ritz-Carlton Club spaces are evolving to support more shared experiences. The Ritz-Carlton Yacht Collection is also becoming a strong hub for social connection, with guests often comparing it to an intimate club at sea.

Transformational Experiences

Travellers want experiences that teach them something real and root them in a place’s story. Marriott’s properties offer journeys built around local culture and meaningful activities.

Guests can join private flights over Texas Wine Country, take over a lakeside retreat in Georgia, hunt truffles in Tuscany, learn coral restoration techniques in Bora Bora, or stargaze under protected dark skies in Arizona.

The launch of St. Regis Estates marks a new step in this direction. These heritage-rich properties are chosen for their character, history, and extraordinary settings. The first, The Resort at Pelican Hill, will reopen in 2027 after a full transformation. Each Estate will offer privacy, cultural depth, and the classic St. Regis Butler Service.

Tina Edmundson, President of Luxury at Marriott International, says the shift is clear. Luxury is no longer about what guests own. It is about how they feel and what they take away from the experience.

As the Luxury Group expands across continents, its focus is not just scale. It is about creating meaningful, lasting experiences for travellers who want journeys that enrich their lives long after they return home.