Blog Details

Marriott 2026: Redefining Luxury Travel

The global luxury travel market is set for major shifts in 2026, driven by new strategies from leading hospitality groups. Among them, Marriott International’s Luxury Group is reshaping how the world’s most affluent travelers experience travel, with a strong focus on mental wellbeing, meaningful connection, and deep immersion in culture and heritage lifestyles.

Luxury travel as identity and purpose
For high net worth travelers, travel has become one of the most powerful expressions of identity, life purpose, and personal meaning. Research shows that 84 percent of this group believe travel helps define who they are, 88 percent value knowledge and respect over material assets as markers of status, and 81 percent see relationships as the source of their most meaningful memories. Meanwhile, 65 percent are actively planning for a healthier future, and 94 percent seek journeys that offer deep cultural immersion.

The scale of Marriott’s Luxury Group
Marriott International’s Luxury Group currently manages a portfolio of eight luxury brands, including The Ritz-Carlton, Ritz-Carlton Reserve, Bulgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels. With more than 550 luxury hotels and resorts across 72 countries and territories, and nearly 35 new openings planned for 2026, the group is positioning itself to meet evolving expectations through a cohesive strategy built around three core pillars: longevity, connection, and purpose driven experiences.

Longevity focused travel experiences
At Mandapa, a Ritz-Carlton Reserve, the focus on longevity is expressed through traditional Homa Yajna fire rituals led by local priests, foraging for wild herbs and tropical fruits, yogic sleep therapy, and Vipassana meditation techniques that nurture mental clarity and emotional resilience. At The St. Regis Atlanta, guests can access guided breathing sessions and Tibetan singing bowl therapy with Himalayan salt stones, creating a deeply restorative multi sensory ritual. At Lake Como, guests are introduced to The Longevity SPA, a pioneering biological therapy concept inspired by the world’s Blue Zones.

Connection driven luxury travel
Beyond self connection, social connection is becoming increasingly important. Multi generational travel is on the rise, and 55 percent of high net worth travelers express a desire to form new friendships during their journeys. In response, the Luxury Group is designing accommodations and social spaces that encourage interaction, from flexible residences and large group rental concepts to curated communal experiences such as the Ritz-Carlton Club, a refined social lounge featuring elevated culinary programming. This emphasis on connection is also mirrored in the expansion of The Ritz-Carlton Yacht Collection.

Transformational and place based experiences
Experiences with high impact and strong local storytelling are a growing priority. The Luxury Group is delivering a wider range of immersive activities, including private jet journeys to Texas Wine Country by The Ritz-Carlton Dallas, truffle hunting with local experts in Tuscany, stargazing at The Ritz-Carlton, Dove Mountain, and coral planting initiatives at The St. Regis Bora Bora Resort. While diverse in format, these experiences share a common objective: to build new perspectives, skills, and emotional depth through travel.

With a clear focus on longevity, connection, and transformational experiences, Marriott International’s Luxury Group is redefining what luxury travel will mean in 2026, shifting the narrative from opulence alone to purpose, depth, and lasting personal value.