Everything you need to know about Marriott's luxury hotel outlook for 2025
Being the biggest of the bunch doesn’t necessarily come without its challenges — especially when it comes to reputation in the luxury hotel orbit.
Marriott International is the world’s largest hotel company and has a hefty portfolio of luxury hotel brands, from St. Regis and Ritz-Carlton to W and Edition. But that sheer scale can also leave some luxury aficionados looking elsewhere for upscale accommodations.
It’s not entirely unheard of to hear hotel snobs, er, experts say big hotel conglomerates like Marriott can’t deliver the attention to detail required to make an ultraluxury guest return to a property. But Marriott certainly appears positioned to capture a variety of luxury and ultraluxury travelers in 2025 and beyond.
Marriott’s complete slate of luxury brands encompasses Ritz-Carlton, St. Regis Hotels & Resorts, W Hotels, The Luxury Collection, Edition, JW Marriott and Bulgari Hotels & Resorts. There are also offshoots like Ritz-Carlton Reserve.
Certain hotel snobs may not like to see their favorite property link up with a big brand and its loyalty program, like Marriott Bonvoy, but it appears plenty of luxury hotel owners see the benefit. Marriott had more than 530 luxury hotels at the end of last year, and more than 260 are in various stages of development — with 30-plus new luxury hotels expected to join the Marriott orbit this year, per a company presentation at the recent International Luxury Travel Market conference in Cannes, France.
“We see that luxury hospitality is really entering a promising new era,” Tina Edmundson, president of luxury at Marriott, said during a breakfast presentation at ILTM. “It's really fueled by financial growth and a desire for personal and, importantly, emotional growth.”
Edmundson noted the strong outlook on luxury travel isn’t just because of ongoing growth in global wealth. It’s also because that wealth is passing onto the next generation of luxury travelers, presenting an opportunity for brand development and reinvention.
“There’s no doubt the next era, like always, will have some things that stay the same, some things that persist and some things that will change,” she added.
This was evident to me most recently during a stay at The St. Regis Mexico City. The St. Regis brand — dubbed “the House of Astor” after John Jacob Astor, the founder of the original property in New York City — might be synonymous with classic luxury. After all, this is the brand known for butler service, cocktails at the dimly lit King Cole Bar in New York and sabering Champagne in the lobby.
I found that there was plenty of that to be had at the Mexico City property. (Thank goodness: Who doesn’t love a morning delivery of an iced americano by one’s butler?)
But you’ll also find a mix of local and modern flourishes. The King Cole Bar in North America’s largest city featured an expansive outdoor deck overlooking the Diana the Huntress Fountain on Avenida Paseo de la Reforma, and even the Christmas decor — in partnership with fashion brand Carolina Herrera — had a cooler-than-cool vibe of red and pink florals that offered a couture-meets-La Condesa backdrop to afternoon Champagne sabering.
Some of these design tweaks coincide with broader observations in the luxury sector.
“While many of the luxury brands have focused on serving the high-net-worth customers, there's really this large and expanding base of aspiring luxury travelers, and they are increasingly willing to spend a larger share of their wallet on upscale travel options,” Edmundson said back in Cannes.
Global spending on luxury leisure hospitality stood at $84 billion in 2023, but that’s expected to climb to $107 billion in 2028, per Marriott’s presentation at ILTM. Half of luxury sales are attributed to aspirational luxury consumers who might occasionally splurge on high-end stays or goods compared to those deemed high-net-worth individuals.
Further, 80% of the luxury goods market will be millennials and Generation Z by 2030 — even more reason for high-end properties to start thinking about creative twists like a Carolina Herrera Christmas tree in the lobby once the holiday season rolls around to court the next generation of luxury, fashion-forward travelers.
“This group hasn’t been a priority for us, but they are very much a priority going forward,” Edmundson said.
Where can travelers, regardless of generation, check out the latest and greatest in luxury at Marriott this year?
Some of the company’s most-anticipated openings of 2025 include The Lake Como Edition in Italy, the JW Marriott Hotel Tokyo, The St. Regis Cap Cana Resort in 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 Luxury Collection Hotel, Madrid.
Start counting your Marriott Bonvoy points and get to planning your next luxe getaway.
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
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- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.