MILAN — Luxury is no longer an expression of material things, but is instead determined by one’s physical, mental and spiritual well-being, according to hospitality experts.
“Looking ahead to 2026, we are entering what we are calling the ‘Era of High Life Worth,’ where luxury is no longer defined by what someone owns but by what they feel, learn and become. Today’s affluent traveler seeks emotional return on investment,” remarked Agnieszka Rog-Skrzyniarz, head of Luxury Brands Europe for Marriott International.
Rog-Skrzyniarz was speaking at a holiday lunch served in Milan’s 19th-century Teatro Gerolamo.
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In a recent Marriott International report titled “Luxury Reimagined: Meeting the Affluent Guest’s Desire across three pillars — Longevity, Connection, and Transformation Experiences,” the hotel group details how its locations are working to create experiences that “resonate deeply.”
Marriott International’s Luxury Group includes a network of more than 550 hotels and resorts in over 72 countries and territories, with 25 openings planned for 2026. The luxury group’s portfolio includes the Ritz-Carlton, Ritz-Carlton Reserve, Bulgari Hotels & Resorts, St. Regis Hotels & Resorts, Edition, The Luxury Collection, JW Marriott, and W Hotels.
Longevity
Longevity, it said, is about the pursuit of vitality, clarity, and long-term well-being. These treatments can include anything from cold plunges to biohacking, but in recent years, hotel chains are pursuing fresh, new treatments that are impactful on a spiritual level. At the Mandapa, a Ritz-Carlton Reserve in Bali, Indonesia, for example, longevity involves holistic rituals like a traditional Homa Yajna fire ceremony led by local priests, foraging for wild herbs and tropical fruits, practicing yogic sleep therapy, and learning Vipassana meditation techniques that cultivate mental clarity and emotional resilience.
Across the board, wellness industry leaders around the world said longevity treatments that promote mental health and help guests live longer are a priority for the industry as a whole. As a result, the global wellness economy is projected to reach $9.8 trillion by 2029 from $6.8 billion in 2024, the latest data from the Global Wellness Institute showed.
Connection
Connection is a “powerful form of luxury currency,” the report said, noting that across generations, high-net-worth individuals are looking to form new friendships on their trips. As a result, the luxury group is amplifying residential offerings and social spaces designed to bring people together.
“Connection has also become one of the most valued elements of luxury travel. Families, friends and even strangers are seeking meaningful bonds that really enhance their journeys,” Rog-Skrzyniarz continued, adding that The Ritz-Carlton Yacht Collection has registered a rising number of guests who mention having formed lasting friendships during their voyages. The Yacht Collection’s 2027 itineraries include 50 new European journeys, including 12 new destinations across the Greek Isles, the fjords and the Adriatic.
Transformational Experiences
Transformational experiences rooted in place, culture, and local storytelling are on the rise. From private flights to Texas wine country curated by The Ritz-Carlton Dallas, Las Colinas, to multiday Lake House takeovers at The Ritz-Carlton Reynolds, Lake Oconee, the Ritz-Carlton is developing culturally immersive and exploratory programming.
Looking ahead, the group said its 2026 opening of W Riyadh, marking the brand debut of W Hotels in Saudi Arabia, is hotly anticipated. Located in the heart of the King Abdullah Financial District, W Riyadh-KAFD will offer an “urban escape” and “a beacon of innovation and connectivity” in the heart of the capital, and is expected to welcome both locals and international visitors alike. The desert nation’s Vision 2030 is driving tourism in record numbers and spurring hundreds of new hotel openings. Equinox Hotels will open the brand’s first Saudi Arabia location, the first outside North America, in the new Red Sea development of Amaala, which includes the Four Seasons, Six Senses, Rosewood, Ritz-Carlton and Nammos, in early 2026.
The group also touted the potential of its Edition Hotels chain, following the unveiling of the Lake Como Edition, a 19th-century jewel reimagined as a retreat on Italy’s legendary lake shore, as well as the Red Sea Edition, marking the brand’s first hotel on Shura Island also in Saudi Arabia.
“The Lake Como Edition, which previewed in the summer of 2025 and will officially open in March 2026 has reimagined a 19th-century palazzo. The hotel introduces the Longevity Spa, bringing pioneering biohacking therapies and Blue Zones-inspired rituals to Italy,” Rog-Skrzyniarz commented.
The Dali Edition in China is slated to join the portfolio in 2026, promising a fusion of artistry and local spirit.
