Marriott International Unveils a New Luxury Travel Era Across Asia, Europe, Africa, North America, South America, and Oceania

Published on December 3, 2025

At the International Luxury Travel Market in Cannes, a significant shift in the philosophy of high-end travel was formally presented by Marriott International’s Luxury Group. Representing an unparalleled portfolio of seven distinguished brands including The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels, a bold redefinition of luxury was unveiled. This evolution was shaped not by material acquisition, but by emotional return on investment. The transformation was centered on wellbeing, human connection, cultural immersion, and legacy living, reflecting a fundamental recalibration in how luxury is perceived by the world’s most affluent travelers.

This shift has been introduced at a pivotal moment in global travel behavior. Among High-Net-Worth individuals, travel has increasingly been viewed as a primary driver of identity, meaning, and personal growth. With 84 percent of this audience indicating that travel has shaped who they are, and 88 percent defining status through knowledge and respect rather than possessions, a deeper, more values-driven interpretation of luxury has clearly taken precedence. Relationships, cited by 81 percent as the source of their most important memories, have emerged as another defining motivator. Simultaneously, 65 percent have been actively planning for a healthier future, while 94 percent have been seeking deep cultural immersion and learning through travel.

Global Scale Meets Emotional Value

With more than 550 luxury hotels and resorts operating across 72 countries and territories, and nearly 35 new openings scheduled for 2026, the Luxury Group has been positioned as uniquely capable of serving these evolving expectations. Its growing footprint across the world’s most desired destinations has been aligned with a renewed focus on experiences that deliver long-term emotional resonance. The objective has not been framed around expansion for scale alone, but around the delivery of meaning, wellbeing, and purpose through every guest interaction.

This strategy has been unified under three core pillars that define the new Luxury Group vision: Longevity, Connection, and Transformation Experiences. Through these pillars, the modern expectations of affluent travelers have been addressed in a manner that integrates physical wellness, social belonging, and personal growth into every stage of the travel journey.

Longevity as the New Language of Wellbeing

Longevity has been established as a defining pillar of the new luxury approach. What was once centered predominantly on rest and indulgence has been transformed into a deliberate pursuit of vitality, clarity, and long-term wellbeing. Today’s luxury guest has increasingly been guided by intention, seeking experiences that promote sustained health across both physical and emotional dimensions.

Across the portfolio, wellness programs rooted in both innovation and ancient tradition have been introduced. At Mandapa, a Ritz-Carlton Reserve, a holistic approach has been embraced through experiences such as the traditional Homa Yajna fire ceremony, guided by local priests, alongside foraging activities for wild herbs and tropical fruits. Yogic Sleep Therapy and Vipassana meditation practices have been offered to support mental clarity and emotional resilience. At The St. Regis Atlanta, wellness has been expressed through guided breathwork and Tibetan singing bowl therapy using Himalayan salt stones, creating multisensory restorative rituals. Meanwhile, at The Ritz-Carlton, Bachelor Gulch, alpine adventure has been complemented by full-body red light therapy designed to reduce inflammation and enhance physical recovery.

Looking ahead, the Lake Como EDITION has been positioned to further advance this focus with the establishment of The Longevity SPA. Here, cutting-edge biohacking therapies and Blue Zones–inspired rituals will be introduced to Italy, including dry-float therapy, near-infrared technology, herbal saunas, and thermal pools overlooking Lake Como. To ensure consistency and brand identity, bespoke wellness frameworks have been developed across the portfolio so that each luxury brand delivers a distinct and purposeful approach to longevity.

Connection Elevated Through Purposeful Design and Residences

Connection has been recognized as a powerful form of contemporary luxury currency. With multi-generational travel continuing to rise and 55 percent of High-Net-Worth individuals forming new friendships during journeys, the design of residential and social spaces has been strategically refocused.

The growing portfolio of branded residences has been designed to meet the evolving needs of family groups seeking both togetherness and privacy. These residences have blended residential comfort with the refined service of luxury hospitality, providing environments naturally conducive to meaningful shared experiences. More than 1,500 luxury-branded residential units have been made available for rent in the United States alone, while seamless integration into booking systems has expanded access for larger traveling groups.

The evolution of the Ritz-Carlton Club experience has further reinforced this pillar, with enhanced gathering spaces and elevated culinary programming delivering notable engagement results. Connection has also been profoundly expressed through The Ritz-Carlton Yacht Collection, where lasting friendships have frequently been formed through shared voyages at sea. With 90 percent of High-Net-Worth travelers believing that personal connections should elevate their lives, these environments have been intentionally curated to strengthen bonds and facilitate authentic social interaction.

Transformation Through Place-Based and Purpose-Driven Travel

Transformation has increasingly been defined by immersive experiences rooted in culture, place, and learning. Nearly 95 percent of travelers have pursued experiences that offer education, exploration, and deeper cultural understanding. In response, the Luxury Group has expanded journey-led programming that extends far beyond traditional hospitality.

Experiential offerings across the portfolio have included private flights to Texas Wine Country curated by The Ritz-Carlton Dallas, Las Colinas, and multi-day lake house takeovers at The Ritz-Carlton Reynolds, Lake Oconee. Guests across Tuscany, Arizona, and Bora Bora have been invited to participate in activities such as truffle hunting with local experts, private dark-sky stargazing, and coral-planting experiences. Each of these initiatives has been crafted to foster new skills, personal insight, and enduring memories.

Perhaps the most defining expression of this transformational philosophy has been the introduction of St. Regis Estates. This new ultra-luxury expression has been dedicated to heritage-rich properties distinguished by exceptional grounds and architectural character. The first announcement, The Resort at Pelican Hill, a St. Regis Estate, is scheduled for transformation and unveiling in 2027. These estates have been conceived as rare retreats where privacy, culture, and legacy converge, reinforced by signature Butler Service and time-honored rituals.

Brand Expansions Shaping the Future of Luxury

Each brand within the Luxury Group has continued to pursue growth aligned with this broader vision. EDITION Hotels expanded in 2025 with the opening of The Lake Como EDITION and The Red Sea EDITION on Shura Island. Looking forward, The Dali EDITION in China is slated for debut in 2026, reinforcing the brand’s emphasis on individuality and artistic expression.

JW Marriott strengthened its mindful travel positioning with new openings including JW Marriott Crete Resort & Spa, JW Marriott Hotel Tokyo, JW Marriott Reston Station, and JW Marriott Maldives Kaafu Atoll Island Resort. Future developments include the JW Marriott Bali Ubud Resort & Spa and the first luxury all-inclusive JW Marriott Costa Elena Resort & Spa.

The Luxury Collection expanded across Milan, Madrid, South Caicos, Singapore, and Canada in 2025, with future additions expected in Rhodes, Frankfurt, and Hakone. The Ritz-Carlton advanced its maritime and reserve expansion with Luminara, alongside Nekajui in Costa Rica and Siari in Mexico. The Ritz-Carlton, Wuhan and the return of The Ritz-Carlton, San Juan have been scheduled for 2026.

St. Regis continued to expand with anticipated openings in Budapest, London, and Costa Mujeres, Cancún. W Hotels marked significant milestones with W Punta Cana and the transformation of W New York – Union Square, while future updates and openings across Europe, the Middle East, and Asia are underway.

A Future Defined by Meaning Over Material

Across continents and categories, the Luxury Group has remained focused on shaping the future of travel through depth, purpose, and human connection. Expansion into new destinations, enhancement of brand extensions, and growth of luxury residential offerings have all been pursued within the context of emotional value creation.

Luxury has increasingly been defined not by accumulation, but by experience, identity, and legacy. Through structured pillars of Longevity, Connection, and Transformation, the Luxury Group has positioned itself at the forefront of this evolution. As the portfolio continues to grow, the future of luxury travel is being framed not by the scale of properties alone, but by the richness of the experiences created for travelers around the world.

[Source: PR Newswire]