Marriott Luxury Group has announced a new travel strategy for 2026 that reflects major changes in global luxury tourism. Affluent travelers now seek journeys that enrich their health, identity, and sense of purpose. They no longer chase status through material goods. They chase knowledge, connection, and personal transformation. Marriott responds to this shift with a strategy that celebrates wellbeing, cultural depth, and emotional return on investment.
Marriott Luxury Group includes iconic brands such as The Ritz-Carlton, Bvlgari Hotels, EDITION, St. Regis, JW Marriott, W Hotels, and The Luxury Collection. These brands shape luxury hospitality across 72 countries. The group manages more than 550 luxury hotels, with over 35 new openings planned for 2026. Marriott uses this global presence to support travelers who want richer, more meaningful experiences.
Travelers Redefine Wealth and Luxury
Recent research shows that 84% of high-net-worth travelers credit travel with shaping their identities. Another 88% define status through insight and relationships. This shift inspires Marriott to embrace emotional and experiential value. Luxury no longer centers on grand displays. It now centers on journeys that heal, teach, and connect.
The Three Pillars: Longevity, Connection, and Transformation
Marriott’s 2026 vision stands on three pillars that match the desires of modern travelers. Each pillar offers a different path to meaningful travel.
Longevity: A New Wellness Standard
Affluent travelers want to feel more energized and grounded. They search for rituals that support long-term health. Marriott responds with programs inspired by ancient practices and modern science.
At Mandapa, a Ritz-Carlton Reserve in Bali, guests take part in Homa Yajna fire ceremonies. They also explore herbal foraging with local experts. The Lake Como EDITION plans to introduce Blue Zones-inspired therapies, biohacking sessions, and nature-based rituals that strengthen vitality. JW Marriott also continues to expand wellness retreats that blend mindfulness, movement, and nutrition.
Global tourism data confirms the rise of wellness travel. Many governments now promote it through national tourism strategies. Italy, Greece, Japan, and Indonesia highlight wellness programs and heritage treatments to support sustainable tourism growth. Marriott aligns its offerings with these trends.
Connection: The New Luxury Currency
Families travel together more often. Groups want spacious residences, privacy, and personalized service. Marriott increases its branded residences to meet this demand. Guests enjoy private home comfort with luxury hotel support.
The Ritz-Carlton Yacht Collection also elevates social connection. Guests join small-group sailings that explore new regions. These journeys create space for friendship and shared adventure. Travelers value these bonds more than ever.
Transformation: Experiences That Shape Identity
Travelers want deeper understanding of local culture. They want hands-on experiences that teach new skills. Marriott designs immersive activities that help guests connect with heritage, art, food, and nature.
In Tuscany, travelers join truffle hunting excursions with expert guides. At The Ritz-Carlton Dove Mountain, guests learn stargazing techniques under crystal-clear desert skies. At The St. Regis Bora Bora, guests help restore coral reefs through interactive marine programs. These journeys nurture learning and transformation.
Governments worldwide also encourage experiential tourism to preserve cultural heritage. Japan, France, and Mexico promote craft workshops, agricultural tours, and ecological programs. Marriott supports these national goals by creating authentic touchpoints for visitors.
St. Regis Estates: A New Peak of Ultra-Luxury
Marriott will introduce St. Regis Estates in 2027. These heritage-rich escapes promise unmatched privacy, grandeur, and cultural depth. Each property sits on remarkable land with historic and architectural value. The Resort at Pelican Hill will lead this new collection. It offers sweeping natural views, signature St. Regis service, and curated cultural journeys.
Major Openings Coming in 2026
Marriott will open several flagship properties across Asia, Europe, and the Americas.
EDITION Hotels prepares to launch The Dali EDITION in China. This hotel blends bold modern energy with local Yunnan culture.
JW Marriott expands its wellness-first portfolio with new hotels in Crete, Tokyo, and Bali. These locations will focus on restorative travel, mindful design, and nature integration.
The Luxury Collection adds resorts in Rhodes and Hakone. These properties offer deep local storytelling through architecture, art, and cuisine.
The Ritz-Carlton will open hotels in Wuhan and San Juan. St. Regis expands to Budapest, London, and Costa Mujeres, offering its signature elegance in fresh global destinations.
A Future Shaped by Meaning, Wellness, and Culture
Marriott Luxury Group sets a clear path for the future of luxury travel. Travelers want more than beautiful rooms. They want journeys that support health, build relationships, and spark personal growth. Marriott answers these needs with experiences that celebrate authenticity, heritage, and long-term wellbeing.
As global travelers redefine luxury for the next decade, Marriott leads with a portfolio built on purpose, cultural insight, and transformation. Its 2026 strategy invites travelers to explore the world with intention, curiosity, and emotional depth.
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