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“Marriott International, the largest publicly traded U.S. hotel chain, is also the leading operator in the luxury hotel sector, with 175 luxury properties worldwide under brands like The Ritz-Carlton, Bulgari Hotels & Resorts, JW Marriott Hotels, and EDITION. With 27 more luxury properties set to open by 2015, totaling 9,000 rooms, Marriott is setting new standards in the industry.
Pursuitist had the chance to speak with Tina Edmundson, Marriott’s Global Officer for Luxury and Lifestyle Brands, about the company’s vision and strategy. Edmundson oversees more than 400 hotels in 38 countries, with a development pipeline of over 200 luxury and lifestyle hotel projects globally, representing a $15 billion investment by Marriott’s partners.
When asked how Marriott’s luxury brands are evolving, Edmundson explained that while consistency in quality remains important, today’s customers seek unique experiences that reflect the local culture. This approach is seen across Marriott’s luxury brands, where design, service, and cultural elements are tailored to the location, offering guests a more immersive experience.
Edmundson also highlighted the changing nature of business travel, with more travelers looking to enrich their lives through unique experiences. Marriott aims to create memorable stays that go beyond a good night’s sleep, fostering emotional connections with guests.
She described the differences between the JW Marriott and The Ritz-Carlton brands, noting that JW Marriott offers approachable luxury focused on well-being, while The Ritz-Carlton delivers iconic luxury with unforgettable moments and personalized service.
Discussing the Ritz-Carlton Reserve brand, Edmundson mentioned that these properties offer once-in-a-lifetime experiences in remote, stunning locations. The brand’s expansion plans include new properties in Bali, Los Cabos, Morocco, Oman, and Panama.
Edmundson also shared insights on Marriott’s entry into the luxury lifestyle space in 2007 with EDITION hotels, developed in partnership with Ian Schrager. EDITION hotels are designed to offer a unique guest experience, with Schrager personally curating every aspect, from the uniforms to the food.
Marriott’s ambitious expansion plans include opening The Ritz-Carlton’s 100th hotel by 2016 and growing the JW Marriott brand to 97 hotels in 37 countries. The company is also expanding its EDITION brand, with new hotels planned for Miami Beach and New York’s historic Clock Tower building.
In conclusion, Marriott International is redefining luxury travel by offering tailored, culturally immersive experiences across its brands, from JW Marriott’s focus on well-being to The Ritz-Carlton’s legendary service and EDITION’s curated guest experiences.”