Marriott’s Luxury Group Transforms the Future of Luxury Travel at ILTM Cannes

Published on December 3, 2025

Marriott International’s Luxury Group has unveiled an innovative and transformative strategy aimed at redefining luxury travel. The announcement, made at the prestigious International Luxury Travel Market (ILTM) in Cannes, signals a shift away from traditional concepts of luxury that emphasize material possessions. Instead, Marriott is focusing on emotional and personal fulfilment for the world’s most affluent travellers. This strategic change centres on well-being, meaningful connections, cultural immersion, and legacy living, meeting the evolving needs of today’s luxury guests.

The transformation aligns with the changing mindset of High-Net-Worth (HNW) individuals who no longer view luxury as something they own, but rather as experiences that enrich their identity and purpose. Statistics show that a growing number of affluent travelers value emotional return on investment in their travel experiences, placing a higher importance on health, relationships, cultural exploration, and legacy than on acquiring material wealth.

Reinventing Luxury: A Focus on Longevity, Connection, and Transformation

To meet this shift in luxury expectations, Marriott’s Luxury Group is focusing on three key pillars: Longevity, Connection, and Transformation Experiences.

Longevity in the context of travel has evolved from mere relaxation to a deeper pursuit of vitality and well-being. Luxury travelers are now seeking experiences that enhance their physical and mental health for long-term benefits. For example, at Mandapa, a Ritz-Carlton Reserve, guests can engage in traditional healing practices like the Homa Yajna fire ceremony, yoga, and meditation to restore balance and clarity. Similarly, the Lake Como EDITION will feature cutting-edge biohacking therapies and Blue Zones-inspired treatments to help guests optimize their health and well-being.

This growing demand for wellness and longevity is being met across Marriott’s luxury portfolio, with each brand curating distinct wellness offerings tailored to its ethos and guests’ needs. Whether through restorative practices or state-of-the-art wellness technology, the Luxury Group is ensuring that guests’ health journeys are supported in the most luxurious way.

Connection, a vital currency in the modern luxury landscape, is another key focus. As multi-generational travel continues to rise, Marriott’s Luxury Group is expanding its branded residences and social spaces designed to bring people together. These offerings provide families with the flexibility and space to connect, while also delivering the luxury service that Marriott is known for. Additionally, over 1,500 branded residences in the U.S. are now available for rent, making it easier for groups to enjoy both privacy and connection. Marriott also enhances this sense of community through offerings like The Ritz-Carlton Yacht Collection, where guests often form lifelong friendships while sharing transformative journeys at sea.

Lastly, Transformation Experiences focus on deeper, more meaningful travel, with a growing demand for cultural immersion and local storytelling. Today’s affluent travelers are increasingly seeking opportunities to learn new skills, explore unfamiliar cultures, and experience destinations in a way that enhances their personal growth. Marriott’s Luxury Group has responded by offering experiences such as truffle hunting in Tuscany, stargazing at The Ritz-Carlton, Dove Mountain, and coral-planting at The St. Regis Bora Bora Resort. These immersive activities help guests connect with both the place and its people, enriching their journeys and providing lasting memories.

St. Regis Estates: Luxury Travel with a Purpose

The concept of St. Regis Estates embodies the Luxury Group’s vision for meaningful travel. St. Regis Estates are ultra-luxury properties that honor the legacy of their locations and the families that have shaped them. The first to be announced, The Resort at Pelican Hill, is slated to undergo a major transformation in 2027, setting a new standard for estate-style luxury. These estates will combine breathtaking natural surroundings with rich histories and highly personalized service, offering a refined yet deeply meaningful experience for Ultra High Net Worth (UHNW) travelers.

Rather than simply showcasing luxury for luxury’s sake, St. Regis Estates are about creating a sense of place and legacy, where guests feel connected to the history and culture of their destination, making these properties a perfect fit for those who value authenticity and purpose in their travels.

New Openings and Expanding Reach for Marriott’s Luxury Group

Marriott’s Luxury Group is expanding its footprint globally, ensuring that these transformational luxury experiences are accessible to travelers in some of the most coveted destinations around the world. New openings are on the horizon, including JW Marriott’s mindfulness-focused resorts, EDITION’s bold and artistic hotels, and W Hotels’ reimagined cultural experiences. For example, JW Marriott Crete Resort & Spa and JW Marriott Maldives Kaafu Atoll Island Resort are providing travelers with mindful escapes designed to rejuvenate both body and mind.

Additionally, the Luxury Group’s portfolio continues to grow with the introduction of new destinations, such as the Lake Como EDITION and The Ritz-Carlton’s new global locations in Wuhan and San Juan. These additions reflect Marriott’s commitment to providing guests with one-of-a-kind, transformative travel experiences in iconic locations worldwide.

A Vision for the Future of Luxury Travel

Tina Edmundson, President of Marriott International’s Luxury Group, reflects on the brand’s future in the changing luxury landscape: “Luxury has evolved from being about the things you have to how you feel. Today travellers are seeking experiences that balance personal well-being with a sense of connection and discovery, enriching their lives long after they’ve left a destination. Marriott continues to lead the conversation on what the next chapter in luxury means, offering transformative, purpose-driven travel experiences that allow guests to engage deeply with themselves and the world.”

Sources- Marriott International