Italy and China Prepare to Shock the Travel World with Marriott’s Stunning New Luxury Escapes in Lake Como and Wuhan

Published on December 3, 2025

As the world of luxury travel continues to evolve, Marriott’s International’s Luxury Group is redefining what it means to experience high-end hospitality. In 2026, Marriott’s Luxury Group will focus on a transformative new approach that centres around wellbeing, cultural immersion, connection, and long-term legacy living. This shift in luxury travel experiences is designed to meet the changing expectations of affluent travellers worldwide. With its extensive portfolio of prestigious brands, including The Ritz-Carlton, St. Regis, JW Marriott, Bvlgari Hotels & Resorts, and W Hotels, Marriott’s is poised to reshape the landscape of global luxury, offering guests not just a stay, but an unforgettable journey.

The Changing Face of Luxury: Marriott’s Strategic Vision

Luxury is no longer about acquiring material possessions; it’s about experiencing deep personal transformation. As affluent travellers increasingly seek experiences that enrich their lives and contribute to their sense of purpose, Marriott International has embraced this shift by rethinking luxury hospitality. The Luxury Group’s new strategy will focus on three key pillars: Longevity, Connection, and Transformation Experiences. These principles are designed to ensure that every stay with Marriott’s luxury brands is not only memorable but also emotionally meaningful.

Longevity: A New Era of Wellness

The desire for long-term health and vitality has never been more important, and Marriott’s luxury portfolio is responding by offering guests a chance to experience wellness journeys that are deeply rooted in both modern biohacking practices and ancient healing traditions.

• At Mandapa, a Ritz-Carlton Reserve in Bali, guests can take part in the traditional Homa Yajna fire ceremony, designed to promote physical and mental clarity.
• In The St. Regis Atlanta, holistic wellness experiences include breathwork and Tibetan singing bowl therapy, which help reduce stress and restore balance.
• For those seeking the cutting edge of wellness, The Lake Como EDITION will open a new Longevity SPA, offering biohacking therapies such as dry-float therapy and near-infrared technology to support long-term health.
  By combining innovative therapies with traditional healing practices, Marriott’s luxury brands are meeting the rising demand for restorative experiences that truly support longevity.

Connection: Redefining Social Luxury

As travel trends evolve, the need for connection has become a cornerstone of luxury experiences. Multi-generational travel is on the rise, and affluent guests are increasingly seeking opportunities to bond with their families and loved ones in meaningful ways. Marriott International is responding to this need by expanding its portfolio of branded residences and social spaces.

• The Ritz-Carlton Yacht Collection offers guests the chance to build lifelong friendships during luxurious voyages, creating a sense of connection on the open sea.
• In the luxury residences, guests can enjoy spacious living areas that cater to families, providing both privacy and a sense of togetherness.
• W Hotels also continues to expand its cultural programming and innovative design, offering dynamic spaces where guests can connect and express their creativity.
  Whether in a luxurious residence or aboard a private yacht, Marriott’s Luxury Group is ensuring that guests can connect with others and create lasting memories.

Transformation Experiences: Beyond Travel, A Life-Altering Journey

For the modern luxury traveller, personal transformation is at the forefront of their travel desires. Learning, exploration, and cultural immersion are increasingly important aspects of the luxury travel experience, and Marriott’s Luxury Group is offering unique, transformative experiences that help guests learn new skills, explore new cultures, and expand their perspectives.

• Guests at The Ritz-Carlton, Dove Mountain can enjoy private dark-sky stargazing experiences that not only offer spectacular views but also allow guests to learn about the universe from expert astronomers.
• Truffle hunting in Tuscany, coral planting in Bora Bora, and private wine tours are just a few of the enriching experiences available across the portfolio.
• New offerings, such as St. Regis Estates, provide exclusive stays in heritage-rich estates, offering guests a chance to connect with the history and culture of the land they are visiting.
  By creating meaningful experiences that go beyond traditional sightseeing, Marriott International’s Luxury Group is helping travellers undergo transformative journeys that leave a lasting impact.

Expansion into New Destinations

Marriott’s Luxury Group is not just changing the way luxury is experienced, but also expanding its presence in some of the world’s most sought-after destinations. With nearly 35 new openings expected by the end of 2026, Marriott is bringing its transformative luxury offerings to more corners of the globe. This expansion includes hotels and resorts in iconic locations like Lake Como, Italy, Shura Island in the Red Sea, and Wuhan, China, further solidifying Marriott’s position as a leader in global luxury travel.

• The Lake Como EDITION will bring innovative luxury to the picturesque Italian lakeshore.
• The Ritz-Carlton, Wuhan will offer a soaring sanctuary with breathtaking views of the Yuexiu Global Financial Center.
• The St. Regis Budapest will embrace the grandeur of Hungary while offering a modern twist on classic luxury.
  As these destinations open their doors, guests can expect the same commitment to excellence and transformation that Marriott’s Luxury Group is known for.

The Future of Luxury Travel: A Transformative Experience Awaits

Marriott’s new direction for the Luxury Group is more than just an evolution; it’s a reinvention of what luxury means in today’s world. By focusing on wellbeing, connection, and personal transformation, Marriott is positioning itself to meet the desires of affluent travellers who seek not just material possessions, but meaningful, life-changing experiences.
As the company continues to expand its global footprint and enhance its offerings, one thing is clear: Marriott International’s Luxury Group is leading the way in reshaping the future of luxury travel, ensuring that every guest experience is not just a stay, but a journey of transformation and connection.