From the International Luxury Travel Market (ILTM) in Cannes, Marriott International’s Luxury Group has announced a bold redefinition of the pursuit of luxury—one shaped not by possessions, but by emotional return on investment. Responding to a powerful shift in the world’s most affluent travelers, the Luxury Group—which encompasses a portfolio of seven brands including The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, Edition, The Luxury Collection, JW Marriott, and W Hotels—is unveiling a transformative strategy centered on well-being, connection, cultural immersion, and legacy living.
This evolution comes at a pivotal moment, as affluent consumers reshape what wealth is meant to do. Travel has become one of the most powerful drivers of identity, purpose, and personal meaning—with 84 percent of High-Net-Worth (HNW) individuals saying travel has shaped who they are, 88 percent defining status through knowledge and respect rather than possessions, and 81 percent citing relationships as the source of their most important memories. At the same time, 65 percent are actively planning for a healthier future, and 94 percent seek travel that delivers deep cultural immersion and learning. Together, these shifts reflect a fundamental recalibration: luxury is no longer defined by what travelers acquire, but by who they become.
A great solo travel tip spotted this week on Luxury Travel Advisor.
