Marriott spotlights change in luxury behaviour

Villa at Nujuma, a Ritz-Carlton Reserve, Saudi Arabia

As luxury travel continues to be a leading economic driver following the unprecedented confluence of crises over the last few years, Marriott International’s luxury brands portfolio, including The Ritz-Carlton, Ritz-Carlton Reserve, St. Regis Hotels & Resorts, W Hotels, The Luxury Collection, EDITION, JW Marriott and Bulgari Hotels & Resorts, shone a light on an empowered segment of the population that has sparked a movement of positive change and progress, giving rise to new aspirations, hopes, and dreams for a better way of living.

Looking to the annual Global Affluent Tribe (GAT) released by creative agency Team One, Marriott International examines data that points to a seismic cultural shift across the world. From economic to social, political to geopolitical and public health, the confluence of crises over the past few years has been unprecedented in nature.

Travellers are reevaluating the value of time in their lives, deepening connections with family and friends and striving to make a positive contribution to society. Affluent consumers of all ages are demonstrating a stronger than ever desire to live their best life.

This most recent study includes a global sampling of 4,065 high net-worth individuals from 12 countries (Brazil, Canada, China, France, Germany, India, Japan, Mexico, South Korea, UAE, UK and USA), who are frequent international travellers between the ages of 18 and 75.

While these crises have undoubtedly caused incredible distress, they have also been catalysts for positive change, innovation, and growth. In fact, they are responsible for the rapid acceleration of e-commerce, home delivery, cashless transaction systems, and sustainable practices – all of which are advancements for both business and consumers. The truth is that in battling short-term societal crises we often find solutions to some of society’s bigger, long-term problems.

This is especially true for one segment of society, a group that Marriott names the Re-imagineers. Re-imagineers perceive cultural shifts as moments of opportunity to rethink what they want from the world, how they think about themselves, and where they stand on key issues affecting their quality of life. They’re the first group in society to begin dreaming about a better way of life, and they’re also the first to change their habits to make it happen.

In doing so, they have begun to spark a new movement of optimism and progress – giving rise to new aspirations, hopes, and dreams for a better world and a better way of living. As the world continues to change and Re-Imagineers continue to adapt to the cataclysmic shifts around them, brands will be faced with a choice: lead, follow, or fall behind.