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

Published on December 3, 2025

Marriott International’s Luxury Group has revealed a bold new vision for the future of luxury travel, anticipating a shift in the preferences of affluent travelers by focusing on emotional return on investment, personal transformation, and deep cultural connection. This strategy comes as part of the group’s commitment to reimagine luxury for 2026 and beyond, emphasizing wellness, connection, and meaningful experiences rather than material possessions.

Marriott’s Luxury Group, home to a portfolio of prestigious brands including The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels, has recognized a profound change in how travelers define wealth and status. According to recent findings, 84% of High-Net-Worth (HNW) individuals report that travel has shaped their identity, with 88% now defining status through knowledge and relationships rather than material possessions. This shift in mindset is driving the Luxury Group’s new approach to luxury, focusing on emotional resonance and transformation rather than simply acquisition.

With over 550 luxury hotels across 72 countries, Marriott’s Luxury Group is poised to meet the evolving demands of travelers who seek more from their journeys. By offering over 35 new hotel openings slated for 2026, the group aims to deepen its global footprint and introduce more experiences that foster personal growth, cultural immersion, and long-term wellbeing.

The Three Pillars of Marriott Luxury Group’s New Strategy: Longevity, Connection, and Transformation

Marriott’s new strategy is built on three core pillars: longevity, connection, and transformation, each addressing the needs of today’s affluent travelers in distinct ways.

Longevity has become a key focus, as more affluent guests are moving away from traditional relaxation and opting for experiences that enhance their physical and mental wellbeing. The demand for vitality-focused rituals, biohacking practices, and ancient wellness traditions has led to the development of bespoke wellness programs at various Marriott properties. For example, at Mandapa, a Ritz-Carlton Reserve in Bali, guests can engage in traditional Homa Yajna fire ceremonies and partake in foraging for wild herbs. Similarly, The Lake Como EDITION in Italy will introduce biohacking therapies and Blue Zones-inspired wellness rituals to promote long-term health.

Connection has emerged as a new luxury currency, with multi-generational travel on the rise. The Luxury Group is responding with an expanded portfolio of branded residences, providing large families and groups with the space and service they desire. Marriott’s residences now seamlessly integrate into the booking process, allowing guests to choose between private homes and the brand’s renowned luxury service. For example, the Ritz-Carlton Yacht Collection offers an intimate, social journey at sea, where guests forge lasting relationships while exploring new destinations.

Transformation is a key component of the Luxury Group’s evolving strategy, with travelers increasingly seeking immersive experiences that connect them to the culture, heritage, and history of the destinations they visit. Marriott properties are embracing this trend by offering unique, journey-led programming, such as truffle hunting in Tuscany, private stargazing at The Ritz-Carlton Dove Mountain, and coral-planting activities at The St. Regis Bora Bora. These experiences, which allow guests to develop new skills and broaden their horizons, reflect the desire for personal transformation and cultural immersion.

Introducing St. Regis Estates: A New Level of Ultra-Luxury Travel

A notable highlight of Marriott’s Luxury Group strategy is the introduction of St. Regis Estates, an exclusive concept set to debut in 2027. The Estates represent the pinnacle of luxury, offering rare and heritage-rich properties that combine extraordinary grounds with impeccable service. Each Estate is selected for its historic significance and natural beauty, providing a meaningful escape for those seeking unparalleled privacy and cultural connection. The Resort at Pelican Hill, a St. Regis Estate, is set to lead the way, offering a transformative experience surrounded by expansive natural landscapes and steeped in heritage.

Expanding the Portfolio: Notable New Openings for 2026

As part of its commitment to the new vision for luxury, Marriott’s Luxury Group is preparing for several high-profile hotel openings in 2026. EDITION Hotels continues to redefine individualized luxury, with upcoming openings including The Dali EDITION in China, which promises a bold blend of local culture and contemporary design. Similarly, JW Marriott is elevating mindful travel with new properties in Crete, Tokyo, and Bali, all designed to promote restoration and wellbeing.

The Luxury Collection is also expanding, with exciting new destinations such as the Amoh Luxury Collection Resort in Rhodes and the HOTEL THE MITSUI HAKONE in Japan, each offering unique access to the soul of their respective locales.

The Ritz-Carlton continues to build its global legacy with the upcoming debut of Ritz-Carlton, Wuhan, and Ritz-Carlton, San Juan, while St. Regis expands its portfolio with new resorts in Budapest, London, and Mexico’s Costa Mujeres. Each new opening reflects Marriott’s commitment to creating memorable experiences for today’s luxury travelers.

A Future Defined by Experience, Wellbeing, and Cultural Immersion

Marriott International’s Luxury Group is shifting the focus of luxury travel from material accumulation to transformative experiences. As affluent travelers increasingly seek wellness, personal growth, and meaningful connections, Marriott’s brands are responding with innovative offerings that not only meet these demands but set new standards in the industry. Whether through exclusive St. Regis Estates, bespoke wellness programs, or immersive cultural experiences, Marriott is ensuring its portfolio evolves to meet the desires of the next generation of luxury travelers.

With an emphasis on personal transformation, cultural immersion, and long-term wellbeing, Marriott’s Luxury Group is leading the way in shaping the future of luxury travel. For travelers looking to redefine what luxury means, Marriott’s expanding portfolio offers the perfect blend of elegance, personalization, and experience-driven growth.