The Ritz-Carlton Reserve, part of Marriott International’s luxury portfolio, is set to expand its brand with the launch of an urban edition. Traditionally associated with remote and exclusive resort destinations, Ritz-Carlton Reserve will now bring its luxury hospitality experience to city settings for the first time.
New Urban Direction for Ritz-Carlton Reserve
Marriott International announced plans to introduce the first urban Ritz-Carlton Reserve property, marking a significant shift for the brand. Ritz-Carlton Reserve locations have previously been situated in secluded areas, such as tropical islands and mountain retreats. The new urban concept aims to deliver the same level of personalized service and distinctive design in a metropolitan environment.
Upcoming Locations and Brand Vision
The inaugural urban Ritz-Carlton Reserve is expected to open in the coming years, although specific details regarding the city and opening date have not been disclosed. According to Marriott, the urban Reserve properties will maintain the brand’s signature focus on individualized guest experiences and immersive luxury, adapted for city travelers.
Background on Ritz-Carlton Reserve
Ritz-Carlton Reserve was launched in 2011, with its first property debuting in Phulay Bay, Thailand. Since then, the brand has expanded to include locations in destinations such as Dorado Beach in Puerto Rico, Mandapa in Bali, and Zadún in Mexico. Each Reserve property is known for its unique character and close connection to the local culture and environment.
Marriott’s Broader Expansion Strategy
The move to introduce an urban version of Ritz-Carlton Reserve is part of Marriott International’s broader strategy to diversify its luxury offerings. The company has indicated that it sees potential for the Reserve brand to appeal to guests seeking exclusive experiences in both resort and city settings.
