Marriott makes another major bet on luxury travelers | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

Over the last couple of years, airlines and hotels have made profits by adding more luxury offerings, such as first-class seats and upscale rooms and services. The hotel giant Marriott is one of the chains whose luxury offering once again turned out to be the key profit driver in 2025.

The chain’s 2025 full-year net income reached $2.6 billion, which compares to $2.38 billion in 2024, according to Marriott’s earnings report.

Additionally, the company reported that its loyalty program played an important role in occupancy, with member stays accounting for 75% of room nights in the US and Canada.

“Globally, our luxury hotels continued to outperform during the quarter, with RevPAR rising over 6%, and performance moderating down the chain scales. Our global RevPAR index, which remains at a significant premium to peers, rose in the fourth quarter and for the full year,” stated CEO Anthony Capuano.

Only some travelers are willing to spend on luxury

Recent industry data, however, suggests that in 2026, finding enough travelers willing to pay for these expensive offerings might become challenging. In 2026, it is expected to see bifurcation of premium and luxury, leading to intense competition for the high-spending traveler, according to Deloitte’s 2026 Travel Industry Outlook.

Per the report, the biggest change is among people making $200,000 or more, as the group is splitting into two. One group of wealthy people feels fine and plans their usual travel, while the other group is pulling back significantly, turning into “cautious class.”

Marriott doesn’t seem worried about these trends, as it makes another huge bet on luxury offerings with the recent expansion in the key market.

Marriott taps Hawaii for its prestigious St. Regis brand

Marriott International announced on March 14 that it will bring a luxury oceanfront resort on Maui’s northwest coast under the company’s luxury umbrella. Per the official press release, Marriott inked a deal with Kemmons Wilson Hospitality Partners (KWHP) to take over The Resort at Kapalua Bay.

The property is now part of Marriott Bonvoy and is slated to join the St. Regis Hotels & Resorts portfolio in 2027, following a renovation. During the renovations and rebranding, the property will remain open for guests.

Key highlights of Marriott’s agreement include:

The location: A prime 25-acre oceanfront site at Kapalua Bay.
The offering: The resort will feature approximately 125 guestrooms and suites, along with branded residences.
The experience: It will include the signature St. Regis Butler Service, a world-class spa, and multiple high-end restaurants.
The timeline: Marriott assumed management of the property on March 14, 2026. The resort is currently open and part of Marriott Bonvoy, with a full conversion to the St. Regis Hotels & Resorts portfolio slated for 2027 following a renovation.

Marriott taps Hawaii for its prestigious St. Regis brand.

Photo by JHVEPhoto on Getty Images

What can Marriott guests expect at Maui’s resort

Kapalua Bay, whose name translates to “arms embracing the sea” is a very popular destination on Maui’s northwest coast. It is widely known for its natural beauty, calm waters, and rich history as a former pineapple plantation.

“Kapalua Bay gained worldwide attention by being ranked “America’s Best Beach.” With gentle breaking waves above and vibrant marine life below, Kapalua Bay offers a sheltered sanctuary for exploring the wonders of the ocean,” according to Kapalua.com.

Moreover, the place has a rich marine life, offering snorkeling adventures. Outdoor enthusiasts will also appreciate the famous Kapalua Coastal trail that provides a “beautiful hike through lava fields and wilderness, alongside the ocean, and beside luxury hotels and condos,” reports MauiHawaii.org.

Marriott’s resort at Kapalua Bay offers:

Expansive residential-style accommodations overlooking tropical gardens and the Pacific Ocean, ranging from 1,774 sq. ft. to over 4,050 sq. ft.
Access to championship level golf courses and tennis courts.
A 40,000 sq. ft. spa featuring 19 treatment rooms and ocean-view wellness facilities.
3,415 sq. ft. of indoor meeting space and 30,210 sq. ft. of outdoor event space.
Direct access to Kapalua Bay Beach.
Several extraordinary outdoor pools, including a multi‐tiered, cascading lagoon pool.

“This is one of the truly great resorts in the world, with an iconic setting, extraordinary grounds, and some of the most spacious accommodations in luxury hospitality. We look forward to this exciting new chapter and to delivering an exceptional luxury resort experience for locals and travelers alike,” said Jonathon Vopinek, CEO and President, White Label Asset Management, which will help lead the transition.

The importance of luxury offerings

“The move would give Marriott a second marquee luxury address in Kapalua, complementing The Ritz-Carlton Maui, Kapalua, which sits just a short distance away. The concentration of two of Marriott’s top luxury brands in the same master-planned resort area underscores the company’s confidence in continued demand for high-end leisure travel to Maui, especially among affluent North American and international visitors,” points out Jolyon Hyne for The Traveler.

Despite Deloitte’s report suggesting a division among luxury travelers in 2026, luxury travel isn’t going anywhere. In fact, industry data also suggests that the wellness luxury segment has become one of the most resilient and profitable segments of the global tourism industry, reports Hotelagio.

The report details that average luxury travelers typically spend between $5,000 and $15,000 per trip, with ultra-luxury itineraries frequently exceeding $30,000. There’s also a noticeable shift in demographics with the rise of affluent Millennials and Gen Z, who push the shift toward more experiential, wellness-oriented and sustainable practices.

Moreover, around 54% of luxury travelers increase spending on wellness, spa and health-related activities.

This data suggests that despite the bifurcation of luxury travelers, the offering that includes experiential and wellness activities is still expected to dominate. Marriott’s latest move seems to be oriented toward these trends.

More Travel:

Marriott’s recent moves and milestones

Global growth 2025: Added nearly 100,000 rooms and 700+ properties in 2025, ending the year with a 610,000-room development pipeline, according to the company’s official report
Expansion in CALA: Marriott announced on March 4, 2026, it has signed 94 deals in the Caribbean and Latin America in 2025; planning six City Express openings and new market entries in 2026.
EMEA Momentum (Feb 2026): Secured 230+ organic signings in Europe, Middle East and Africa (EMEA) for 2025, driven by the citizenM brand integration and Four Points Flex scaling. Marriott also added 170 properties and nearly 24,000 rooms across EMEA last year, contributing to a 7.8% net rooms growth in the region, according to the Marriott’s report.
New brand launches: In May 2025, Marriott confirmed the debut of the Series by Marriott, a midscale collection that opened 37 hotels in India and signed 13 deals in North America.
Global Partnerships: In January 2026, Marriott announced it has formed a new partnership with the International Cricket Council (ICC) and secured fan access for the FIFA World Cup 2026.