Marriott identifies 3 trends shaping luxury travel in 2026

Marriott International has unveiled its 2026 strategic direction for the Luxury Group, highlighting three key macro trends poised to shape high-end travel in the year ahead: longevity, connection and transformation.

 

Longevity is emerging as a travel priority, according to Marriott, with affluent travellers placing greater emphasis on self-care and shifting from traditional relaxation to rejuvenating, holistic wellbeing experiences. Guests are embracing longevity rituals that range from modern biohacking and cold plunges to ancient healing practices enhancing mindfulness and vitality.

 

Across its luxury portfolio – including The Ritz-Carlton, Bvlgari Hotels, St Regis, Edition, JW Marriott and W Hotels – Marriott is curating distinct wellness identities. At Mandapa, a Ritz-Carlton Reserve in Ubud, for instance, guests can participate in a sacred Homa Yajna fire ceremony led by local priests, forage for wild ingredients or practice Vipassana meditation, all tailored to nurture body and mind.

 

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Shared and transformational experiences on up

Connection will continue to anchor the future of luxury travel, with ad agency Team One’s 2025 Global Affluent Collective Report revealing that 94% of high-net-worth travellers are seeking deeper cultural engagement. 

 

To meet this demand for shared experiences, Marriott is shaping its luxury portfolio around togetherness – from branded residences designed for multi-generational groups and integrated residence rentals that make travelling as a unit easier, to the Ritz-Carlton Yacht Collection, which brings guests together in an intimate setting through curated itineraries that encourage connection and shared discovery.

 

Transformation experiences are also poised to become a major trend in luxury travel, as affluent guests increasingly seek experiences rooted in place, culture and local storytelling that leave a lasting impact on their mindset, lifestyle and sense of purpose rather than offering short-lived escapism.

 

This shift aligns with Middle East travel platform Wego’s recent findings, which indicate increasing interest among GCC travellers for authentic, experience-led holidays that foster deeper engagement with local traditions and communities.