At the International Luxury Travel Market (ILTM) in Cannes, Marriott International, Inc. unveiled ambitious plans to redefine high-end hospitality with new brand extensions, tented camps, remote lodges, and bespoke experiences. Showcasing a portfolio that includes renowned names like The Ritz-Carlton, St. Regis, W Hotels, The Luxury Collection, EDITION, JW Marriott, and Bvlgari Hotels, Marriott aims to elevate experiential travel, blending luxury with immersive cultural exploration.
With over 529 luxury properties in 73 countries and a development pipeline exceeding 260 hotels, Marriott is gearing up for unprecedented growth. By the end of 2024, three new hotels will open in sought-after global destinations, and more than 30 properties are slated for debut in 2025.
A New Era of Luxury Travel: Experiential and Purpose-Driven
Luxury travel is evolving, influenced by Millennial and Gen Z travelers who prioritize experiences over material wealth. This demographic shift aligns with an anticipated $80 trillion USD wealth transfer over the next two decades. Today’s affluent travelers seek wellness, community, and transformative journeys that emphasize personal growth and meaningful connections.
Trends Redefining Luxury Travel:
- Wellness and Connection: Bespoke all-inclusive resorts and private member clubs are catering to travelers seeking balance and community.
- Adventure and Nature: Safari camps, lodges, and outdoor-focused experiences are gaining traction, with Marriott planning expansions in Africa’s safari sector.
- Collaborations and Cultural Immersion: Partnerships with high-end brands and culturally rich offerings aim to captivate younger travelers.
Luxury Brand Highlights:
EDITION Hotels
Known for individuality and authenticity, EDITION debuted in Saudi Arabia with The Jeddah EDITION and plans to expand with The Lake Como EDITION in Italy and The Red Sea EDITION in 2025. These properties seamlessly blend local culture with contemporary luxury.
JW Marriott
Focusing on mindful luxury, recent openings include JW Marriott St. Maarten in the Caribbean and JW Marriott Nairobi, Kenya’s tallest hotel. Upcoming destinations include Crete, Tokyo, and the Kaafu Atoll in the Maldives.
The Luxury Collection
The brand launched properties in iconic destinations like Nice, Labuan Bajo, and Isla Mujeres. Upcoming 2025 openings include Casa Brera in Milan and The Palace in Madrid, blending heritage with modern opulence.
The Ritz-Carlton
Expanding across land and sea, 2024 saw openings in Morocco, Hawaii, and Saudi Arabia. The Ritz-Carlton Yacht Collection introduced its second vessel, Ilma, with another, Luminara, set to debut in 2025. Key future openings include Nekajui, a Ritz-Carlton Reserve, in Costa Rica.
St. Regis Hotels & Resorts
With 2024 openings in Shanghai, Belgrade, and Muscat, the brand is set to debut The St. Regis Aruba and The St. Regis Cap Cana in 2025, emphasizing beachfront luxury and timeless elegance.
W Hotels
Undergoing a bold transformation, W Hotels launched properties in Prague and Hollywood in 2024. Upcoming highlights include the W New York – Union Square flagship redesign and W Punta Cana, an adults-only all-inclusive in the Dominican Republic.
