Luxury Hospitality Group by Marriott International Announces New Directions for High-End Travel at ILTM Cannes

The Luxury Group unveils new destinations, safari camps, and transformative travel experiences that set a new standard for high-end hospitality

(IN SHORT) Marriott International’s Luxury Group is rethinking high-end travel with new brands, experiences, and destinations aimed at meeting the evolving preferences of the modern luxury traveler. With a focus on wellness, cultural immersion, and transformative journeys, the company is preparing to lead the way into a new era of luxury hospitality.

(PRESS RELEASE) Bethesda, MD, 2024-Dec-4 — /Travel PR News/ — Marriott International has unveiled its ambitious plans for the future of luxury travel at the International Luxury Travel Market (ILTM) in Cannes, marking a new chapter in its ongoing expansion. The company’s Luxury Group, which includes world-renowned brands such as The Ritz-Carlton, St. Regis Hotels & Resorts, W Hotels, The Luxury Collection, EDITION, JW Marriott, and Bvlgari Hotels & Resorts, is setting a new standard in high-end hospitality. Marriott aims to push the boundaries of what luxury travel can be, focusing on immersive cultural experiences, exclusive destinations, and transformative journeys for modern travelers.

Rising Demand for Experiential Travel

As luxury travel continues to evolve, so too do the expectations of its clientele. The changing dynamics of luxury travel are being shaped by Millennials and Gen Z travelers who prioritize experiences over material wealth. These affluent individuals are seeking journeys that offer self-reflection, adventure, and a deeper connection to the destinations they visit. Marriott International’s luxury portfolio is poised to meet these demands by expanding into remote safari lodges, tented camps, and curated experiences that promise to offer the ultimate in personalized, cultural, and transformative travel.

Reimagining Wellness and Connection in Luxury Travel

The shift in luxury travel preferences towards meaningful and wellness-oriented experiences is reflected in the development of new properties and experiences. The Luxury Group’s offerings emphasize balance, connection, and cultural immersion—moving away from traditional luxury and embracing the need for holistic experiences. Private member clubs, all-inclusive resorts, and luxury yachts are becoming central to this evolution, providing spaces for individuals to gather, connect, and explore in exclusive settings. With the growing trend of outdoor and adventure travel, Marriott’s new safari camps and lodges in Africa represent a step into this exciting frontier, blending luxury with a deeper connection to nature.

Luxury Hospitality and Strategic Partnerships

The Marriott Luxury Group is continuing to expand with strategic collaborations and innovative designs that appeal to a younger demographic. Over half of luxury spending decisions are now driven by the quest for new, culturally rich experiences. Through co-branded products, high-end pop-up events, and immersive partnerships, Marriott is enhancing its appeal to the emerging affluent market. The brand’s commitment to creating transformative, immersive experiences reflects the evolving view of travel as an endless pursuit of knowledge, adventure, and personal growth.

The Rise of EDITION Hotels

With its expansion into Saudi Arabia and Lake Como, the EDITION brand continues to redefine luxury with its fresh, unique perspective. The brand is now a fixture in the most exciting destinations, from the bustling cultural capital of Jeddah to the serene beauty of Lake Como in Italy. In 2025, EDITION is set to continue its journey with the addition of The Red Sea Edition, further solidifying its presence in the luxury travel space.

JW Marriott: Mindful Luxury and Holistic Well-Being

JW Marriott remains dedicated to offering spaces for rejuvenation and mindfulness, with recent openings in exotic locations like St. Maarten and Nairobi. These new additions highlight the brand’s commitment to creating serene sanctuaries for travelers seeking balance in the midst of nature and luxury.

The Luxury Collection: Embodying Destination and Heritage

With openings in vibrant locales like Indonesia and the French Riviera, The Luxury Collection brings travelers closer to the essence of each destination. The brand’s emphasis on exceptional service, local culture, and rare access to unique experiences continues to attract discerning guests seeking a deeper connection with their surroundings.

W Hotels: A Global Evolution

W Hotels is making waves as it continues its global expansion, blending sophisticated design with playful elements to cater to the modern luxury traveler. The brand’s transformation is reflected in new openings, including a reimagined W Hollywood and the debut of W Prague. In 2025, the brand will also enter the all-inclusive market with W Punta Cana, combining beachfront luxury with dynamic programming and exclusive experiences.

A New Era of Luxury Travel

Marriott International’s Luxury Group continues to lead the charge in redefining luxury travel, embracing a shift from traditional opulence to transformative, immersive, and purpose-driven experiences. As the company continues to grow and innovate, it remains committed to setting new benchmarks in the industry, making luxury travel more meaningful, connected, and accessible than ever before.

NOTE ON FORWARD-LOOKING STATEMENTS

This press release contains “forward-looking statements” within the meaning of United States federal securities laws, including statements related to expected hotel openings, additions and portfolio growth; brand debuts in certain markets and sectors; our global development pipeline and future expansion; demand trends and expectations; and similar statements concerning anticipated future events and expectations that are not historical facts. We caution you that these statements are not guarantees of future performance and are subject to numerous evolving risks and uncertainties that we may not be able to accurately predict or assess, including the risk factors that we identify in our U.S. Securities and Exchange Commission filings, including our most recent Annual Report on Form 10-K or Quarterly Report on Form 10-Q. Any of these factors could cause actual results to differ materially from the expectations we express or imply in this press release. We make these forward-looking statements as of the date of this press release and undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.

ABOUT LUXURY GROUP

With an unrivaled portfolio of seven dynamic luxury brands, Marriott International is creating authentic, rare, and enriching experiences sought by today’s global luxurian. Spanning all corners of the world, Marriott International’s luxury brands group offers a boundless network of more than 529 landmark hotels and resorts in 73 countries and territories through The Ritz-Carlton, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels. From the world’s most iconic destinations to the ultimate undiscovered gems, the international hospitality leader’s collection of luxury brands is focused on elevating travel with highly contextualized, nuanced brand experiences that signal the future of luxury by allowing guests to indulge their passions while sparking personal growth. For more information on Luxury Group, stay connected on Instagram.

ABOUT MARRIOTT BONVOY

Marriott Bonvoy’s extraordinary portfolio offers renowned hospitality in the most memorable destinations in the world, with more than 30 brands that are tailored to every type of journey. From The Ritz-Carlton and St. Regis to W Hotels and more, Marriott Bonvoy has more luxury offerings than any other travel program. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, and through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments®, through partners, or for luxurious products from Marriott Bonvoy Boutiques®. To enroll for free or for more information about Marriott Bonvoy, visit marriottbonvoy.com.

Media Contact:

Emily Moir
Senior Luxury Brand Manager PR Manager
Marriott International
Emily.moir@marriott.com

Source: Marriott International, Inc.

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