Italy, Japan, Mexico, Costa Rica, China: Marriott International’s Luxury Group Redefines Global Luxury Travel with Purpose-Driven Experiences for 2026

Published on December 3, 2025

Marriott International is leading the charge in reshaping the future of luxury travel. With an evolving global landscape where wealth and status are no longer defined by possessions, Marriott’s Luxury Group has unveiled a new, purpose-driven strategy that focuses on emotional resonance, transformative journeys, and purpose-driven luxury. As travel continues to become a powerful source of personal meaning and identity, the Luxury Group is positioning itself to meet the desires of today’s affluent travelers, who seek more than just opulence – they crave experiences that enrich their lives and create lasting memories.

At the International Luxury Travel Market (ILTM) in Cannes, Marriott’s Luxury Group – which includes an esteemed portfolio of seven brands: The Ritz-Carlton, St. Regis, Bvlgari Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels – revealed its transformative vision for 2026 and beyond. This new direction focuses on three main pillars that are quickly becoming the hallmark of luxury travel: wellbeing, connection, and cultural immersion. With an emphasis on long-term value, luxury is now about who travelers become through their experiences, rather than what they acquire.

As we move into an era where self-care, emotional connection, and purposeful travel take center stage, Marriott’s Luxury Group is uniquely positioned to deliver bespoke experiences that foster personal growth, deepen connections, and provide a sense of legacy. With over 550 luxury hotels across 72 countries and territories, Marriott’s portfolio is expanding, with nearly 35 new openings planned for 2026, further solidifying its commitment to providing experiences that resonate deeply with today’s most discerning travelers.

The New Definition of Luxury: Wellbeing, Connection, and Transformation

Marriott’s new vision of luxury is rooted in a deeper understanding of what today’s affluent travelers truly seek. While luxury has traditionally been associated with material wealth, the modern traveler is redefining it as an emotional journey. The Luxury Group’s three-pillar strategy – Longevity, Connection, and Transformation Experiences – addresses this shift in mindset and responds to the growing demand for experiences that foster well-being, forge lasting relationships, and provide profound personal growth.

1. Longevity: Embracing Health and Vitality

Longevity has emerged as a key pillar of modern luxury, as travelers are no longer seeking just relaxation but also ways to enhance vitality and well-being. Marriott’s Luxury Group is introducing innovative wellness offerings that go beyond typical spa treatments, incorporating biohacking practices, ancient healing traditions, and holistic rituals that promote long-term health.

• The Ritz-Carlton, Bali offers guests Yogic Sleep Therapy and meditation sessions, while Mandapa, A Ritz-Carlton Reserve invites guests to engage in the traditional Homa Yajna fire ceremony for spiritual and mental clarity.
• The Lake Como EDITION will introduce the Longevity SPA, offering regenerative therapies and biohacking treatments like dry-float therapy, infrared technology, and herbal saunas, all designed to restore and rejuvenate the body.

These offerings reflect the rising appetite for restorative practices that genuinely support long-term health and well-being, meeting the demands of today’s health-conscious luxury traveler.

2. Connection: Fostering Relationships Through Travel

Connection has become an essential form of luxury for the modern traveler. With multi-generational travel and the growing trend of shared experiences, Marriott’s Luxury Group is focusing on creating spaces that bring people together. Whether through branded residences, luxury yacht experiences, or social spaces, the Luxury Group is enhancing opportunities for travelers to strengthen bonds and create lasting memories.

• The Ritz-Carlton Yacht Collection offers exclusive, luxury cruising experiences where guests form lasting friendships and enjoy shared journeys at sea.
• Marriott’s growing portfolio of branded residences offers multi-generational families the opportunity to enjoy both privacy and luxury hospitality, providing the perfect setting for meaningful moments together.

With 55% of HNW individuals forming new friendships during their trips, this focus on connection allows guests to create lasting relationships and build memories that will endure long after their travels have ended.

3. Transformation: Purposeful and Culturally Immersive Experiences

For today’s luxury travelers, the desire for transformation is taking center stage. Travelers are no longer just looking for destinations – they are seeking experiences that shape who they are. The Luxury Group’s commitment to providing purpose-driven travel and cultural immersion is reflected in its journey-led programming, offering guests opportunities to connect with local cultures and learn new skills.

• Guests can truffle hunt in Tuscany, go coral planting in Bora Bora, or engage in dark-sky stargazing in Arizona, all designed to expand perspectives and enrich experiences.
• The St. Regis Estates will launch in 2027, offering travelers access to heritage-rich properties that honor history and create an environment for meaningful leisure.

This transformation-focused approach resonates with the 95% of travelers seeking experiences that allow them to learn, explore, and immerse themselves in new cultures. It reflects a growing trend among Ultra High Net Worth (UHNW) individuals who are looking for more than just luxurious surroundings – they are searching for purpose and legacy in their travels.

Marriott Luxury Group’s Expanding Portfolio: A Global Commitment to Exceptional Experiences

As the demand for transformative luxury travel grows, Marriott’s Luxury Group is expanding its portfolio to meet these evolving desires. The brand is introducing new properties and experiences that embody its three-pillar strategy, ensuring that guests can continue to indulge in meaningful luxury wherever they go.

• EDITION Hotels continues to redefine individualized luxury, with new openings in Lake Como and Shura Island, offering guests personalized, one-of-a-kind experiences.
• The Ritz-Carlton expands its global legacy with the opening of new properties in Costa Rica and Mexico, as well as an exciting debut in Wuhan, China.
• JW Marriott is introducing mindful escapes across Crete, Tokyo, and Bali, focusing on wellness and restoration in stunning destinations.

With nearly 35 new openings planned for 2026, Marriott’s Luxury Group is ensuring that each destination within its portfolio offers a unique experience that connects guests to local culture while providing the highest standards of luxury.

Conclusion: A New Era of Luxury Travel with Marriott’s Luxury Group

Marriott International’s Luxury Group is leading the way into a new era of luxury travel that is no longer defined by what you own, but by how you feel and who you become. With a focus on wellbeing, connection, and transformation, the group is offering travelers experiences that go beyond material possessions to provide lasting value, emotional resonance, and personal growth. As Marriott continues to expand its portfolio, it remains committed to crafting exceptional, bespoke experiences that meet the evolving desires of today’s luxury travelers.

Marriott’s Luxury Group is not just changing how we think about luxury – it’s shaping the future of global travel, one transformative journey at a time.