Once, when Tina Edmundson was a young child travelling with her family, she secretly snuck into the lounge on a 737 plane. “Back in those days, airplane lounges existed on the upper deck. It was such a fun adventure,” recalled Marriott International’s president of luxury.
She has many such memories, having come from a family deeply rooted in travel. “Both my parents worked for an airline, and today, my brother is a pilot with Air India. Growing up, we travelled the world, which I loved.
My parents believed that travel provided the best education, and every summer, we took trips abroad. I developed a fascination with hotels and the hospitality industry at a young age,” the Mumbai-born Edmundson elaborated. Prior to taking on her current role in 2023, she held a string of management positions over the course of 16 years with the hotel group.
A hallmark moment was her involvement in the 2016 acquisition of Starwood Hotels & Resorts into the Marriott fold, making the latter the largest hotel company in the world with 30 brands and approximately 9,000 properties worldwide. Edmundson’s luxury portfolio comprises 626 properties (including hotels, residences and timeshares) across 71 countries and territories, spread among eight brands: The St Regis, Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, Edition, The Luxury Collection, JW Marriott and W Hotels. So, what does a president of luxury do? Edmundson’s job is to anticipate and cater to the needs of the thriving Ultra-High-Net-Worth (UHNW) market.
“The global market for luxury travel is expected to grow from US$1.1 trillion (S$1.42 trillion) in 2022 to US$2.
3 trillion by 2030. As wealth continues to grow, the number of millionaires and billionaires is increasing,” she said. “These people are no longer just dreaming about travel; they are making their dreams a reality and looking at spending their time and money on the most memorable and meaningful experiences with friends and loved ones.
” Edmundson added. In addition, she highlighted that in Asia Pacific alone, demand for travel luxury is forecasted to outpace the supply growth rate by nearly two times in the next four years. Marriott International’s dedication to grow this sector was reflected in a commissioned report released on Jul 1 , 2024.
It identifies expectations and travel preferences that had evolved significantly since the Coronavirus pandemic . The New Luxe Landscapes: Emerging Luxury Travel Trends Asia Pacific Report was made with 1,200 frequent international travellers who primarily travel for leisure. They are the wealthiest 10 per cent of residents across Australia, Singapore, India, Indonesia, South Korea and Japan.
Findings show that 68 per cent of them are planning travels over the next 12 months, with 74 per cent within Asia Pacific. As nearly one third of the Marriott International portfolio is in the APAC region, it is no wonder Edmundson and her team are not resting on their laurels. “Luxury consumers are looking for unique, one-of-a-lifetime experiences, and they want to try them with brands they trust to deliver on that expectation.
It takes decades to build a diverse and extraordinary portfolio like ours,” Edmundson said. An example of a one-in-a-lifetime experience is travelling to attend high-profile sporting events or concerts. Case in point: Channel News Asia reported in February that flights and accommodations increased by up to 30 per cent around Taylor Swift’s Eras Tour dates .
Seventy per cent of the concertgoers flew in from overseas, according to a CNN article. “This trend reflects a growing demand for enriching, non-traditional travel experiences,” said Edmundson. Her new luxury-focused organisation is poised to deliver the best of both worlds: It is laser focused on the luxury segment, with the backbone and strength of a powerful engine, systems and programmes.
Strategic partnerships and curated events that integrate luxury accommodations with exclusive cultural moments are some results. Examples include W Hotels’ collaboration with the Cercle Music Festival globally to host events in locations like W Amsterdam and W Rome, and The Ritz-Carlton’s partnership with the Emmy Awards that offer bespoke experiences during award season; the 2023 Venice Film Festival also saw a Ginori 1735 branded takeover at The St Regis Venice. Apart from events, many people now also travel for food; 88 per cent of The New Luxe Landscapes respondents said that discovering new food or gourmet adventures is ‘important’ or ‘very important’.
“High-end gastronomy has emerged as a primary motivator, with a significant number of discerning travellers prioritising the opportunity to explore new culinary frontiers, dine at world-renowned restaurants and savour local delicacies,” said Edmundson. Understandably so – food is not just sustenance; it is also a cultural product. I had a taste of this at JW Marriort Jeju Resort and Spa – South Korea’s highest-priced hotel with coast-hugging architecture by WATG and nuanced interiors by Bill Bensley.
Fine dining may not be a reason for travellers heading to Jeju Island, but it may soon be with the hotel’s Flying Hog restaurant whose creative menu reinterpreting indigenous ingredients such as Heukdwaeji (Jeju black pork) and premium Jeju tangerines sets a high benchmark. Travel has become more than just an escape. This is especially true of millennial and Gen Z travellers that prioritise experiences over possessions, observed Edmundson.
“For today’s UHNW travellers, the meaning, motives and methods behind their experiences are evolving with the world around them, leading them to seek out destinations and initiatives that align with their values and focus on sustainability.” As the world’s largest hospitality organisation, Marriott International’s environmental impact through meaningful travel experiences cannot be underestimated. “The Ritz-Carlton’s Community Footprints programme exemplifies this commitment, empowering hotels to address local needs such as education, social causes and environmental conservation, leveraging our global presence and dedicated associates.
” Projects include the Etihad Marriott Mangrove Forest initiative that planted 12,000 mangrove trees along the UAE coastline to enhance sustainability and resilience. Guests not only want to know this information but also contribute personally. In The Ritz-Carlton Maldives, Fari Islands, owned by Singapore’s Pontiac Land, they can join in the removal of ghost nets through drone research, and assist marine conservation efforts through its Community Footprints programme.
The fin-to-tail cuisine at Singapore Edition’s FYSH restaurant that minimises food waste is another example Edmundson provided. Understanding how to help one’s environment comes with appreciating the vastness and beauty of nature. The recent trend on glamping allows for that, with UHNW guests discovering remote locations in luxury.
The Ritz-Carlton Reserve, which Edmundson describes as “the crown jewel of our luxury portfolio” offers such transformative memories in far-flung spots, one being the Rissai Valley in Jiuzhaigou along the Tibetan plateau. “This intimate luxury hideaway offers guests rare insights and immersive experiences with the natural surroundings and traditional Tibetan village life,” said Edmundson. Another exotic destination is The St Regis Red Sea Resort, which opened in January 2024.
Designed by Kengo Kuma, it is the Middle East’s first private island resort. Closer to home, the mid-year opening of Ta’aktana, a Luxury Collection Resort & Spa in Labuan Bajo, situated at the entrance to UNESCO-recognised Kodomo National Park in eastern Indonesia, continues Marriott’s commitment to promoting lesser-known locations. Beyond where to go, the discussion has also moved on to how to get there.
Those with sufficient time can take to the seas with The Ritz-Carlton Yacht Collection. “This venture not only introduces our loyal customers to a new dimension of our brand, but also attracts new guests seeking unparalleled quality and service. Expectations are high for our luxury guests who choose to stay with us; on board, guests have access to exclusive programming on and offshore, one of the highest guest-to-crew ratios, and ample space per guest, ensuring personalised attention and the perfect environment to unwind and savour the journey,” said Edmundson.
A post shared by Ritz-Carlton Yacht Collection (@ritzcarltonyachtcollection) She herself has encountered this mode of slow travel. “I recently attended the Monaco Grand Prix and had the privilege of staying aboard Evrima, the inaugural yacht from The Ritz-Carlton Yacht Collection. It was truly exceptional – a remarkable moment for our brand, blending the thrill of the Grand Prix with the unparalleled elegance of a Ritz-Carlton experience on the water,” Edmundson said.
She elaborated that the growth of this sector shows no signs of slowing down. “According to the 2024 Virtuoso Luxe Report, HNW travellers are increasingly drawn to the seclusion and personalised experiences offered by private services, such as private aviation, yacht charters, and exclusive-use villas and suites. The luxury cruise market has surged to €4 billion (US$4.
42 billion; S$5.77 billion). This is more than double of 2022, underscoring strong consumer interest in this emerging ultra-luxury segment and unconventional voyages.
” Not surprisingly, Marriott International has stiff competition, with Four Seasons, Aman and Regent taking to the seas in 2025. To meet demand, The Ritz-Carlton will launch a superyacht, Ilama, in September 2024, and the Luminara in 2025. The latter marks the fleet’s expansion into the Asia-Pacific region, starting in December 2025 with journeys involving 28 ports across 10 countries.
Exclusivity and exotic locales aside, I ask Edmundson what truly defines a luxurious stay for most guests. She refers to a New Luxe Landscapes statistic stating that 80 per cent of affluent travellers define luxury travel as being surrounded by refined craftsmanship and exquisite design. Correspondingly, 83 per cent of these travellers consider a hotel’s architecture and design in booking their stay.
W Hotels’ new design playbook, to be implemented across the world including W Singapore, is an outcome. But beyond beautiful spaces, guests want to feel like they have encountered something truly unique. “In the realm of luxury travel, the mandate for hyper-personalisation has become indisputable and to a certain degree, it’s expected.
Today’s discerning travellers anticipate bespoke journeys and seamless service, prompting our brands to elevate their standards to meet those needs,” Edmundson commented. Here is where the human touch comes into play. Shared Edmundson: “For example at Rissai Valley, a Ritz-Carlton Reserve, our Nieba (or personal butlers in the local language) forge genuine connections with guests, orchestrating unforgettable moments tailored to their desires.
Through thoughtful gestures and personalised recommendations, they transform each stay into a treasured memory, fostering a desire to return again and again.” This focus on people has been ingrained in Edmundson throughout her illustrious hotel career. While degrees in commerce at the University of Bombay, and hotel and restaurant administration at the University of Houston’s Conrad N.
Hilton School gave her solid grounding, it was on-the-job experiences that cemented this understanding. “Hospitality thrives on human interaction, and that’s something you can only truly master through hands-on experience,” she reiterated..
