An Evolving Global Luxury Landscape Shapes Marriott International’s Luxury Group Strategy for 2026 and Beyond

As travelers redefine what holds value, the Luxury Group outlines a vision centered on emotional resonance, transformative journeys, and purpose-driven luxury.

Redefining Luxury
- Luxury is no longer about what travelers acquire but who they become.
- Affluent travelers increasingly value identity, purpose, and personal meaning through travel.

Longevity
- Focus on vitality and wellbeing: biohacking therapies (cold plunges, red-light therapy), ancient healing traditions, and holistic rituals.
- Examples: Yogic Sleep Therapy at Ritz-Carlton Reserve Bali, Tibetan singing bowl therapy at St. Regis Atlanta, and a Longevity Spa at Lake Como EDITION.

Connection
- Multi-generational travel is rising; residences and social spaces are being expanded.
- Ritz-Carlton Yacht Collection fosters friendships at sea.
- Over 1,500 luxury-branded residences available for rent in the U.S.

Transformation
- Experiences rooted in culture and storytelling: truffle hunting in Tuscany, coral planting in Bora Bora, stargazing in Arizona.
- Launch of St. Regis Estates (heritage-rich retreats like Pelican Hill, debuting in 2027).

Expansion
- More than 550 luxury hotels across 72 countries, with nearly 35 openings slated for 2026.
- New properties include JW Marriott Bali Ubud, St. Regis London, Ritz-Carlton Wuhan, and W Riyadh.

Leadership Perspective
Tina Edmundson, President of Luxury at Marriott, summed it up:
- “Luxury has evolved from being about the things you have to how you feel. Today travelers are seeking experiences that balance personal wellbeing with a sense of connection and discovery and enrich their lives long after they’ve left a destination.”

This strategy is fascinating because it shows how luxury travel is becoming more about transformation than indulgence. Instead of “status through possessions,” it’s about status through knowledge, respect, and meaningful experiences.