Marriott International is set to expand its Luxury Group portfolio in 2025, introducing new destinations, tented camps, and travel experiences aimed at redefining high-end hospitality. The company, which includes brands such as The Ritz-Carlton, St. Regis Hotels & Resorts, W Hotels, The Luxury Collection, EDITION, JW Marriott, and Bvlgari Hotels & Resorts, is responding to evolving consumer preferences with a greater focus on immersive and personalized travel.
Shaping the future of luxury travel
As travelers’ expectations continue to shift, Marriott’s Luxury Group is adjusting its approach to meet the growing demand for experiential travel. While traditional luxury still plays a significant role, today’s luxury travelers are increasingly seeking experiences that go beyond material comfort, prioritizing cultural immersion, wellness, and personal growth.
With an estimated $80 trillion USD set to transfer globally over the next two decades, Millennials and Gen Z are emerging as key drivers of luxury travel. These groups are focused more on experiences that offer deeper connections, self-reflection, and transformative adventures, rather than material wealth.
New trends in luxury travel: Wellness, adventure, and community
In response to these changing preferences, Marriott’s Luxury Group is focusing on creating travel experiences that emphasize balance, connection, and wellness. Private member clubs, exclusive resorts, and luxury yachts are becoming increasingly popular, providing spaces for like-minded individuals to connect. Additionally, interest in adventure and nature-based travel is rising, with safari camps and remote lodges offering travelers the chance to engage with the environment in a meaningful way.
Marriott is planning to introduce several safari lodge properties in 2025, responding to the growing interest in high-end adventure travel in Africa.
“As global luxury consumers invest more deeply in travel, we are witnessing a profound evolution in what they seek – from discovery of the world to self-discovery,” “Today’s luxury travelers, both established and emerging, aren’t just passing through destinations; they are embarking on personal journeys that reveal new dimensions of both place and self. At the Luxury Group by Marriott International, we are embracing this shift by crafting experiences that act as conduits for emotional exploration, bridging nature, culture, and self-discovery in ways that are as enriching as they are unforgettable.” – Tina Edmundson, President of Luxury, Marriott International.
EDITION Hotels
EDITION Hotels continues to grow with new openings in key destinations. In 2025, the brand will introduce The Lake Como EDITION, a new property in Italy’s lakeside region, offering guests a blend of luxury and local culture. Other upcoming openings include The Red Sea EDITION in Saudi Arabia and The Jeddah EDITION, which launched in 2024, further solidifying the brand’s global expansion.
JW Marriott
JW Marriott continues to emphasize wellness and mindfulness in its luxury offerings. With new openings in destinations like St. Maarten, Kenya, and China, the brand is focused on creating spaces where guests can relax, recharge, and find balance. Future developments include resorts in the Maldives, Crete, and Japan, further expanding the brand’s presence.
The Ritz-Carlton
The Ritz-Carlton remains a leader in ultra-luxury travel with a number of new openings planned for 2025. The brand is set to open The Ritz-Carlton San Juan following a major renovation and will introduce a new Ritz-Carlton Reserve property in Costa Rica. The Ritz-Carlton Yacht Collection is also expanding, with the launch of a third yacht, Luminara, offering luxury cruises in the Mediterranean.
St. Regis
In 2025, the brand will open new properties in Aruba and the Dominican Republic, both offering beachfront locations and refined service. The St. Regis Longboat Key Resort in Florida and The St. Regis Belgrade, which opened in 2024, are notable additions to the luxury travel landscape.
W Hotels
W Hotels is continuing to expand its portfolio with new openings in cities such as Florence and Punta Cana. Known for its bold design and modern approach to luxury, the brand offers experiences for travelers seeking both style and comfort. W Hotels’ transformation includes the reimagining of its flagship properties, such as W New York – Union Square, and its first all-inclusive resort, W Punta Cana.
With more than 529 properties in 73 countries and regions, Marriott’s Luxury Group is expanding its global presence and increasing the diversity of its offerings. The group’s portfolio is set to grow with the addition of over 260 properties, including more than 30 expected to open in 2025.
