What Does Luxury Mean Today?
Marriott International answers this question. At the International Luxury Travel Market (ILTM) in Cannes, the company announced that luxury in its hotels is no longer focused on material goods but on the emotional impact of hospitality.
Thus, the chain’s top hospitality brands—The Ritz-Carlton, St. Regis, EDITION, The Luxury Collection, JW Marriott, and W Hotels—are reshaping their strategy based on the following life philosophy: luxury is not what you acquire, but what you become.
This decision was made following a survey of luxury travelers at its properties, through which Marriott found that wealth is now measured in terms of purpose, relationships, and personal growth. 84% stated that travel shaped their identity, 88% view the value of their personality not through possession but through respect and knowledge, and 94% seek cultural experiences.
With a network of over 550 luxury hotels in 72 countries and nearly 35 new openings by 2026, the Luxury Group positions itself as the largest designer of high-emotional-value experiences in international hospitality.
Three Experience Pillars: Longevity, Connection, Transformation
1. Longevity – the new approach to wellness
Wellness evolves into a deeper dimension. From simple relaxation, it becomes the pursuit of spiritual vitality and long-term health. Treatments include biohacking (self-optimization of health through small, gradual lifestyle changes), cold plunges (brief immersion in cold water, typically below 15°C), red-light therapy (popular for skin issues, especially signs of aging such as wrinkles, age spots, and sagging skin), and ancient rituals—forming the new vocabulary of luxury wellness.
At Mandapa, a Ritz-Carlton Reserve, guests experience the sacred Homa Yajna ceremony with local priests, Yoga Nidra, Vipassana, and herbal gathering. At St. Regis Atlanta (photo), the holistic experience is expressed through breathwork (the art of conscious breathing to improve mental, emotional, and physical wellness) and Tibetan singing bowl therapy (metal bowls producing sound and vibrations for relaxation and sound therapy). At Ritz-Carlton Bachelor Gulch, mountain adventures are paired with red-light treatments to enhance performance.
The upcoming Lake Como EDITION generates great excitement, featuring a unique spa offering many of the above treatments and advanced technologies—set in the serene Italian lakeside environment.
2. Connection – the new “luxury” value
Luxury is now expressed through shared moments and human relationships. The rise of multigenerational travel and the desire for new friendships (55% of affluent travelers form friendships on vacation) has led Marriott to strengthen branded residences and social spaces.
With over 1,500 luxury residences for rent in the U.S. and a new generation of upgraded Ritz-Carlton Clubs, a new environment of privacy, connection, and high-level hospitality is created. Similarly, the Ritz-Carlton Yacht Collection achieves exceptional levels of social networking among its travelers.
3. Transformative Experiences – travel with purpose
Travelers now seek stories created through direct engagement with a destination: from truffle hunting in Tuscany to coral restoration diving in Bora Bora, and dark-sky observation at Ritz-Carlton Dove Mountain.
The new St. Regis Estates concept, launching with The Resort at Pelican Hill (photo) in 2027, aims to redefine ultra-luxury through private locations with deep cultural heritage and architectural grandeur—not through superficial display.
New Openings
Marriott also presented a series of strategic openings:
- EDITION Hotels: Lake Como EDITION and Red Sea EDITION in 2025, Dali EDITION in 2026
- JW Marriott: expanding mindful luxury in Japan, Crete, Maldives, and preparing the first luxury all-inclusive in Costa Elena
- The Luxury Collection: new additions in Rhodes, Frankfurt, and Hakone
- The Ritz-Carlton: strengthening its presence in Asia, the Caribbean, and new yacht expansions
- St. Regis: strong presence in Budapest, London, and Costa Mujeres before the Estates launch
- W Hotels: expanding in Punta Cana, Florence, Sardinia, and Riyadh
The New Philosophy of Luxury
As Tina Edmundson, President of Luxury at Marriott, emphasizes:
“Luxury has transformed: it is not about what you have, but how you feel. Guests seek experiences that enrich, connect, and transform them.”
