The Ritz-Carlton, known for its tradition of refined service, is reshaping its approach to luxury hospitality to align with the expectations of younger and more experience-driven travelers. Tina Edmundson, Marriott International’s President of Luxury, explained, “Customers have evolved. There was this formality to luxury 15 or 20 years ago which just doesn’t exist today. With the internet and the younger consumer being so much less formal, service now is not about the ostentatious, it’s not about white gloves or white tablecloth. It’s really about authenticity, about being connected to the locale, feeling a sense of cultural immersion that is more important.”
Recent openings like The Ritz-Carlton Bangkok highlight this shift, incorporating Thai silks, wood carvings, and cultural ceremonies that reflect local identity rather than a standardized luxury model. In Bali, properties offer activities such as rice planting, “market to table” cooking classes, and traditional purification rituals, delivering experiences rooted in culture and place.
Wellness and adventure travel also define the brand’s current direction, with properties offering treatments ranging from cryotherapy and hydrotherapy to advanced science-based programs developed through partnerships like Sensei at The Ritz-Carlton Zadún in Mexico. Edmundson emphasized, “The focus on wellness isn’t a fad, it’s here to stay.” The brand also explores collaborations, such as its Missoni design partnership, and embraces AI to enhance service while preserving personal interaction. With Gen Z and high-net-worth travelers prioritizing memorable experiences over possessions, The Ritz-Carlton’s expansion into markets such as Saudi Arabia’s Red Sea development and African lodges reflects a broader transformation in luxury, focused on authenticity, cultural respect, and storytelling.