Being the most important of the bunch does not essentially come with out its challenges — particularly in the case of fame within the luxury hotel orbit.
Marriott Worldwide is the world’s largest resort firm and has a hefty portfolio of luxurious resort manufacturers, from St. Regis and Ritz-Carlton to W and Edition. However that sheer scale may also go away some luxurious aficionados trying elsewhere for upscale lodging.
It isn’t completely extraordinary to listen to resort snobs, er, consultants say huge resort conglomerates like Marriott cannot ship the eye to element required to make an ultraluxury visitor return to a property. However Marriott actually seems positioned to seize a wide range of luxurious and ultraluxury vacationers in 2025 and past.
Marriott’s full slate of luxurious manufacturers encompasses Ritz-Carlton, St. Regis Motels & Resorts, W Motels, The Luxurious Assortment, Version, JW Marriott and Bulgari Motels & Resorts. There are additionally offshoots like Ritz-Carlton Reserve.
Sure resort snobs might not wish to see their favourite property hyperlink up with an enormous model and its loyalty program, like Marriott Bonvoy, but it surely seems loads of luxurious resort homeowners see the profit. Marriott had greater than 530 luxurious resorts on the finish of final yr, and greater than 260 are in numerous phases of improvement — with 30-plus new luxurious resorts anticipated to hitch the Marriott orbit this yr, per an organization presentation on the latest Worldwide Luxurious Journey Market convention in Cannes, France.
“We see that luxurious hospitality is de facto coming into a promising new period,” Tina Edmundson, president of luxurious at Marriott, stated throughout a breakfast presentation at ILTM. “It is actually fueled by monetary development and a need for private and, importantly, emotional development.”
Edmundson famous the robust outlook on luxurious journey is not simply due to ongoing development in international wealth. It is also as a result of that wealth is passing onto the subsequent technology of luxurious vacationers, presenting a possibility for model improvement and reinvention.
“There is not any doubt the subsequent period, like all the time, could have some issues that keep the identical, some issues that persist and a few issues that can change,” she added.
This was evident to me most not too long ago throughout a keep at The St. Regis Mexico Metropolis. The St. Regis model — dubbed “the Home of Astor” after John Jacob Astor, the founding father of the original property in New York City — is perhaps synonymous with traditional luxurious. In spite of everything, that is the model identified for butler service, cocktails on the dimly lit King Cole Bar in New York and sabering Champagne within the foyer.
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I discovered that there was loads of that available on the Mexico Metropolis property. (Thank goodness: Who does not love a morning supply of an iced americano by one’s butler?)
However you will additionally discover a mixture of native and trendy prospers. The King Cole Bar in North America’s largest metropolis featured an expansive out of doors deck overlooking the Diana the Huntress Fountain on Avenida Paseo de la Reforma, and even the Christmas decor — in partnership with style model Carolina Herrera — had a cooler-than-cool vibe of crimson and pink florals that provided a couture-meets-La Condesa backdrop to afternoon Champagne sabering.
A few of these design tweaks coincide with broader observations within the luxurious sector.
“Whereas most of the luxurious manufacturers have targeted on serving the high-net-worth clients, there’s actually this massive and increasing base of aspiring luxurious vacationers, and they’re more and more keen to spend a bigger share of their pockets on upscale journey choices,” Edmundson stated again in Cannes.
International spending on luxurious leisure hospitality stood at $84 billion in 2023, however that is anticipated to climb to $107 billion in 2028, per Marriott’s presentation at ILTM. Half of luxurious gross sales are attributed to aspirational luxurious customers who may sometimes splurge on high-end stays or items in comparison with these deemed high-net-worth people.
Additional, 80% of the posh items market might be millennials and Era Z by 2030 — much more motive for high-end properties to start out excited about artistic twists like a Carolina Herrera Christmas tree within the foyer as soon as the vacation season rolls round to courtroom the subsequent technology of luxurious, fashion-forward vacationers.
“This group hasn’t been a precedence for us, however they’re very a lot a precedence going ahead,” Edmundson stated.
The place can vacationers, no matter technology, take a look at the most recent and best in luxurious at Marriott this yr?
A few of the firm’s most-anticipated openings of 2025 embody The Lake Como Version in Italy, the JW Marriott Lodge Tokyo, The St. Regis Cap Cana Resort within the Dominican Republic, the debut of the revived W New York – Union Square, Nekajui, a Ritz-Carlton Reserve in Costa Rica and The Palace, a Luxurious Assortment Lodge, Madrid.
Begin counting your Marriott Bonvoy factors and get to planning your subsequent luxe getaway.
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