Marriott’s Strategy for the Next Generation of Luxury Travel
HOSPITALITY
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The concept of luxury travel is undergoing a radical, global shift. It's no longer defined by the price tag or the rarity of possessions, but by something more profound: emotional return on investment (ROI). At the International Luxury Travel Market (ILTM) in Cannes, Marriott International’s Luxury Group, which oversees an unrivaled portfolio of seven prestigious brands including The Ritz-Carlton, St. Regis, and EDITION, announced a bold redefinition of the pursuit of luxury, which it terms the era of “High Life Worth.”
This transformative strategy, designed for 2026 and beyond, is a direct response to the world’s most affluent travelers who are reshaping what wealth is meant to do: Travel has become one of the most powerful drivers of identity, purpose, and personal meaning.
The Affluent Traveler Redefined
Marriott’s research confirms a fundamental recalibration among High-Net-Worth (HNW) individuals:
88% define status through knowledge and respect rather than possessions.
94% seek travel that delivers deep cultural immersion and learning.
81% cite relationships as the source of their most important memories.
Luxury is no longer about what travelers acquire, but about who they become. To meet these expectations, the Luxury Group, with more than 550 hotels and resorts across 72 countries, is expanding its focus on experiences that deliver long-term emotional resonance and value.
Three Pillars of Transformative Luxury
Marriott’s strategy for the next generation of luxury is built around three core pillars: Longevity, Connection, and Transformation Experiences.
1. Longevity: The Pursuit of Vitality
Wellness has evolved from relaxation into a deliberate pursuit of vitality and long-term wellbeing. Affluent guests are seeking rituals that provide clarity and presentness, including ancient healing and modern biohacking practices.
Hotels across the portfolio are responding:
Mandapa, a Ritz-Carlton Reserve: Offers Yogic Sleep Therapy and traditional Homa Yajna fire ceremonies.
The Ritz-Carlton, Bachelor Gulch: Complements alpine adventure with full-body red light therapy to optimize performance.
The Lake Como EDITION: Will debut The Longevity SPA, bringing pioneering biohacking therapies like dry-float therapy and near-infrared technology to Italy.
2. Connection: The Luxury of Togetherness
With multi-generational travel trending upward, connection has emerged as a powerful form of luxury currency. The Luxury Group is amplifying its residential offerings, including its growing portfolio of branded residences, to offer the space and flexibility families prioritize, paired with the brands’ signature elevated service.
3. Transformation Experiences
The St. Regis brand is a key component of the transformation, with the anticipated introduction of St. Regis Estates, bringing the brand's signature glamour and rituals into rarefied, heritage-rich retreats. These environments emphasize refined leisure, cultural immersion, and a sense of place.
The Luxury Group is poised to deliver on this bold vision, with nearly 35 openings slated for 2026. As Tina Edmundson, President of Luxury, Marriott International, notes, the goal is to curate spaces and moments that invite guests to "engage more deeply with themselves and the world around them. It's a powerful new era."