Marriott Luxury Group Unveils Bold New Travel Strategy for 2026 Focused on Longevity, Connection, and Transformation

Published on December 4, 2025

Marriott International’s Luxury Group has unveiled an ambitious new travel strategy for 2026, aligning with the evolving preferences of affluent travelers. The new approach focuses on wellness, emotional return on investment, personal transformation, and deep cultural connections, shifting away from material wealth toward experiences that enhance physical, mental, and emotional wellbeing.

Marriott’s Luxury Group, which encompasses prestigious brands such as The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels, has noted a significant shift in how travelers define luxury. Recent studies show that 84% of High-Net-Worth (HNW) individuals believe that travel has shaped their identity, with 88% now associating status with knowledge and relationships rather than material possessions. This transformation in travel priorities is guiding the Luxury Group’s strategy for the future.

The Three Core Pillars: Longevity, Connection, and Transformation

The new strategy is built on three essential pillars: longevity, connection, and transformation, addressing the desires of today’s wealthy travelers in distinct ways.

1. Longevity: Wellness and Vitality

Affluent travelers are increasingly looking beyond traditional relaxation. They are seeking experiences that promote long-term physical and mental wellness. In response, Marriott’s Luxury Group is expanding its wellness offerings. For instance, the Ritz-Carlton Reserve in Bali, Mandapa, offers unique experiences like traditional Homa Yajna fire ceremonies and foraging for wild herbs. The Lake Como EDITION in Italy will integrate biohacking therapies and Blue Zones-inspired wellness rituals to foster vitality and longevity.

2. Connection: Social and Multi-Generational Travel

As connection becomes the new luxury currency, Marriott has expanded its portfolio of branded residences. These homes cater to multi-generational families or large groups, offering both space and luxury service. Properties like The Ritz-Carlton Yacht Collection are designed for intimate social journeys, allowing guests to bond while exploring new destinations. These tailored experiences aim to foster deeper relationships and more meaningful travel.

3. Transformation: Cultural Immersion and Personal Growth

Transformation is at the heart of Marriott’s evolving luxury offering. Today’s travelers crave immersive experiences that connect them to local culture, history, and heritage. Marriott’s properties now feature journey-led programming designed to foster personal growth and skill development. For example, guests at The Ritz-Carlton Dove Mountain can enjoy private stargazing, while those at The St. Regis Bora Bora can participate in coral-planting activities. These experiences reflect travelers’ desires for not just leisure, but personal transformation and cultural enrichment.

Introducing St. Regis Estates: The Pinnacle of Ultra-Luxury

A standout aspect of Marriott’s new vision is the introduction of St. Regis Estates, launching in 2027. These exclusive, heritage-rich properties will be the epitome of luxury, combining breathtaking natural beauty with exceptional service. One example is The Resort at Pelican Hill, a St. Regis Estate, offering a transformative escape surrounded by expansive landscapes and steeped in historical significance.

Expanding Marriott’s Luxury Portfolio in 2026

Marriott’s Luxury Group is also preparing for several high-profile hotel openings in 2026. EDITION Hotels will continue to push the boundaries of modern luxury, with new openings like The Dali EDITION in China, blending local culture with contemporary design. JW Marriott is enhancing mindful travel with new properties in Crete, Tokyo, and Bali, each designed to promote wellbeing.

The Luxury Collection is also expanding with the launch of destinations like the Amoh Luxury Collection Resort in Rhodes and HOTEL THE MITSUI HAKONE in Japan. These properties will offer exclusive access to the soul of their respective locales.

Ritz-Carlton will continue to strengthen its global legacy with new locations in Wuhan and San Juan, while St. Regis expands with new resorts in Budapest, London, and Costa Mujeres, Mexico. Each opening embodies Marriott’s commitment to delivering extraordinary and personalized experiences for luxury travelers.

Shaping the Future of Luxury Travel

With its focus on longevity, connection, and transformation, Marriott’s Luxury Group is redefining the meaning of luxury in travel. Affluent travelers are increasingly seeking not just high-end accommodations, but meaningful, personalized experiences that contribute to their wellbeing and offer personal growth. Marriott’s expanding portfolio reflects this shift, offering wellness-centered programs, immersive cultural activities, and a growing emphasis on human connection.

As the travel landscape continues to evolve, Marriott is setting new standards for what luxury means in the modern world. For those seeking transformation and personal enrichment, Marriott’s Luxury Group brands are perfectly positioned to provide the ultimate travel experience in 2026 and beyond.