Luxury in transition: Sense, style and substance shape the future of travel

Marriott International's Luxury Group redefines luxury

At the International Luxury Travel Market (ILTM) in Cannes, the Luxury Group of Marriott International - with brands such as The Ritz-Carlton, St. Regis, Bvlgari, EDITION, The Luxury Collection, JW Marriott and W Hotels - presented a redefinition of the concept of luxury. The focus is no longer on possessions, but emotional enrichment .

In light of a fundamental shift in values among affluent travelers, the new strategy focuses on well-being, connectedness, cultural immersion and a meaningful lifestyle. Luxury today is about what people experience and feel - not what they own.

With over 550 luxury hotels in 72 countries and numerous new openings planned for 2026 , the Group is gearing its portfolio towards experiences that create a lasting impact and lasting emotional resonance. The focus is on three pillars for the future - logevity, connection and experiences that change.

1. longevity - well-being as a new luxury

Longevity represents a new approach to luxury travel - away from mere relaxation and towards a conscious search for vitality, clarity and holistic well-being. Wealthy travelers are increasingly turning to rituals that promote mindfulness and balance - from biohacking practices such as cold baths and red light therapy to traditional healing methods.

Across its portfolio, Marriott International's Luxury Group offers authentic experiences: At Mandapa, a Ritz-Carlton Reserve, guests experience the Homa Yajna fire ritual or "Yogic Sleep Therapy"; at The St. Regis Atlanta, breathing exercises and singing bowl therapy promote deep regeneration . The Lake Como EDITION continues the concept with a new Longevity Spa - with dry float therapy, infrared technology and herbal saunas with lake views.

2. connectedness - social proximity as the new luxury currency

Connectedness has become a new form of luxury. More and more travelers of different generations are looking for closeness, exchange and shared experiences. Marriott International's Luxury Group is responding to this with offers that bring people together in a natural way.

The growing portfolio of Branded Residences combines the familiarity of a home with the service of luxury hotels - ideal places for spending valuable time together. Over 1,500 residences in the USA and new concepts such as the further developed Ritz-Carlton Club with extended communal areas and a culinary focus set standards for social encounters.

The Ritz-Carlton Yacht Collection also embodies this spirit: At sea, connections are made that extend far beyond the voyage. For 90 percent of affluent travelers, what counts is that encounters while traveling enrich their lives - and this is exactly what the Luxury Group creates spaces that promote community, closeness and meaning.

3. Transformative experiences - profound and localized

Transformative experiences are at the heart of a new definition of luxury - experiences that are deeply rooted in place, culture and history. Affluent travelers seek journeys that enable learning, discovery and cultural immersion. Marriott International's Luxury Group is responding with curated programs - from truffle hunting in Tuscany to stargazing in Arizona to coral planting in Bora Bora.

These experiences create lasting impressions and promote new perspectives. This change is particularly evident in the new St. Regis Estates - an ultra-luxurious concept that focuses on historic properties with exceptional character.

The first project, The Resort at Pelican Hill, a St. Regis Estate, opens in 2027 and embodies the new standard for cultivated luxury: embedded in nature, steeped in history and connected to the legendary St. Regis Butler Service . Here, cultural depth, privacy and a sense of purpose merge into a form of travel that endures.

EDITION Hotels defines the next chapter of individual luxury

EDITION Hotels has continued to expand its global portfolio of unique properties that reinterpret the rules of traditional luxury in 2025. These include The Lake Como EDITION, a 19th century gem reimagined as an intimate retreat on the legendary Lake Como and The Red Sea EDITION, the brand's first hotel on Shura Island. Looking to the future, The Dali EDITION in China will join the portfolio in 2026 - an interplay of art and local identity that continues the brand's signature style of creating distinctive experiences that celebrate place and individuality.

JW Marriott takes mindful travel to a new level

In 2025, JW Marriott invited travelers to experience mindful downtime where every detail was designed to facilitate moments of rejuvenation and revitalize body, mind and spirit. New openings included JW Marriott Crete Resort & Spa , JW Marriott Hotel Tokyo, the brand's first property in Tokyo, as well as JW Marriott Reston Station and JW Marriott Maldives Kaafu Atoll Island Resort. In 2026, the portfolio will be further expanded - including the JW Marriott Bali Ubud Resort & Spa, a tranquil retreat with spectacular jungle panoramas, as well as the brand's first luxury all-inclusive resort: JW Marriott Costa Elena Resort & Spa in Costa Rica, embedded in an exclusive resort and residential complex with sophisticated design and elegantly designed rooms, suites and villas.

The Luxury Collection stands for transformative experiences in the world's most important destinations

In 2025, The Luxury Collection presented remarkable new highlights in Milan, Madrid, South Caicos, Singapore and Canada. In 2026, the brand continues this journey with the highly anticipated additions of Amoh, a Luxury Collection Resort, Rhodes, a secluded Mediterranean retreat ; Roomers ParkView, a Luxury Collection Hotel, Frankfurt, which combines urban sophistication with parkland; and HOTEL THE MITSUI HAKONE, a Luxury Collection Hotel & Spa in Japan, where mountain landscapes and centuries-old tradition merge. Each of these hotels connects guests with the soul of their destination.

The Ritz-Carlton strengthens global heritage

Following a year of significant milestones - including the new Ritz-Carlton Yacht Collection yacht Luminara and two new Ritz-Carlton Reserve properties in Costa Rica (Nekajui) and Mexico (Siari) - The Ritz-Carlton continues its 2026 expansion. The highly anticipated The Ritz-Carlton, Wuhan in China will open as an elegant retreat high above the Yuexiu Global Financial Center, further strengthening the brand's presence in Asia. At the same time, The Ritz-Carlton, San Juan is preparing to return to the beach of Isla Verde with a new interpretation of elegance and Caribbean vibrancy.

St. Regis Hotels & Resorts: Iconic Glamor, Tradition and the Introduction of St. Regis Estates

St. Regis continued its expansion in the luxury segment in 2025 and will continue this momentum in 2026 with several significant openings: The St. Regis Budapest will combine Hungarian splendor with modernity. Shortly after, The St. Regis London will follow, bringing the brand's legendary elegance and unmistakable service to Mayfair. Later in the year, The St. Regis Costa Mujeres Resort, Cancún will open as a light-filled retreat on Mexico's Caribbean coast. These new additions underline the brand's ambition to continue offering hospitality at the world's best addresses. Looking ahead, the brand plans to introduce St. Regis Estates, expected to debut in 2027 with The Resort at Pelican Hill, a St. Regis Estate. This extraordinary retreat will bring the brand's signature glamor and iconic rituals to exclusive, heritage-rich retreats.

W Hotels: Distinctive design, first-class service and cultural energy for the next generation of luxury travelers

For W Hotels, 2025 marked a significant year with the opening of W Punta Cana, the brand's first adults-only all-inclusive resort, and the extensive transformation of W New York - Union Square, which reclaimed its role as a global flagship. These milestones were complemented by new properties in Italy, including W Florence and W Sardinia - Poltu Quatu, which opened in a preview phase in 2025 and will be fully unveiled in 2026. In 2026, the brand expects further highlights, including W Riyadh - KAFD, which is being built in the heart of the King Abdullah Financial District as a symbol of innovation and connectivity. Major redevelopments of iconic properties such as W Bali - Seminyak, W Barcelona and W Nashville are also planned, further strengthening the brand's role as a creative, dynamic and culturally connected lifestyle hub.