Marriott International has outlined its 2026 luxury strategy at the International Luxury Travel Market (ILTM) in Cannes, detailing a focussed plan built on evolving traveller expectations and a significant expansion pipeline across its Luxury Group brands. The portfolio includes The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels.
The strategy is anchored in three priority areas: well-being and longevity, social connection, and culturally rooted transformational experiences. These themes reflect Marriott’s research showing a shift among high-net-worth travellers toward emotional value, cultural learning, and family-centred travel. With more than 550 luxury hotels already in operation and nearly 35 openings planned for 2026, the group aims to integrate these priorities consistently across regions.
Under the longevity pillar, Marriott is standardising wellness approaches across its brands while allowing for local adaptation. Examples include Yogic Sleep Therapy and Vipassana meditation at Mandapa, a Ritz-Carlton Reserve; guided breathwork at The St. Regis Atlanta; and full-body red-light therapy at The Ritz-Carlton, Bachelor Gulch. Upcoming properties such as The Lake Como EDITION will introduce biohacking-led wellness, including near-infrared technology and dry-float therapy.
The second pillar, connection, addresses the rise in multi-generational and group travel. Marriott is expanding its luxury-branded residences portfolio and integrating residence rentals more seamlessly into its booking channels. This includes more than 1,500 residential units available for rent in the United States. The strategy also extends to The Ritz-Carlton Yacht Collection, which the company says continues to drive strong demand through intimate, journey-led experiences.
Transformational experiences form the third pillar, with Marriott increasing its portfolio of activities designed around local culture, environment, and learning. These range from truffle hunting in Italy and stargazing in Arizona to sustainability-led programming such as coral planting in Bora Bora. The launch of St. Regis Estates strengthens this direction further, with the first Estate at Pelican Hill expected to debut in 2027 following a major transformation.
“Luxury has evolved from being about the things you have to how you feel,” said Tina Edmundson, President of Luxury, Marriott International. “Today, travelers are seeking experiences that balance personal well-being with a sense of connection and discovery and enrich their lives long after they’ve left a destination. Across our Luxury Group portfolio, we’re curating spaces and moments that invite guests to pause, reflect, and engage more deeply with themselves and the world around them. It’s a powerful new era – one where the luxury experiences our guests are seeking becomes truly transformative, and Marriott continues to lead the conversation around what that means.”
Marriott’s 2026 luxury outlook includes new openings across Europe, Asia, the Middle East, and the Americas, reinforcing the group’s focus on strategic expansion supported by consistent brand-level frameworks.
