Ritz-Carlton to Launch 'Urban Reserve' Hotels for Travelers Seeking Seclusion Without Flying

Recently, Marriott International executives revealed plans to launch Ritz-Carlton Reserve, Urban. Unlike the traditional locations of the Ritz-Carlton Reserve series, this brand will focus on major global cities, targeting travelers who desire a secluded experience but are unwilling to endure long-haul flights.

At the Forbes Travel Guide Summit held in Monaco last week, Tina Edmundson, President of Luxury at Marriott, stated that Marriott is already evaluating multiple potential destinations: "Given the trends in luxury travel, we believe this will be a highly valuable brand extension." She also revealed that all properties in this series will be new builds, not conversions, and that the first hotel will take at least two years to open.

Above: Rissai Valley, a Ritz-Carlton Reserve in Jiuzhaigou, China

According to media outlet Pursuitist, "Urban Reserve" will continue the core ethos of the Reserve brand: intimate scale, emphasis on privacy, a residential aesthetic with anticipatory yet unobtrusive service, while offering deep local culture and customized experiences.

Currently, Ritz-Carlton has multiple product lines, including hotels and resorts, Reserve hotels, residential apartments, yacht collection, and the recently announced first mountain villa.

Currently, there are 8 Ritz-Carlton Reserve hotels open worldwide, including locations such as the Red Sea in Saudi Arabia, Krabi in Thailand, Ubud in Bali, Indonesia, and Jiuzhaigou in Sichuan, China. The Ritz-Carlton Reserve in Dunhuang, near Crescent Moon Spring, is expected to officially open in 2029.

｜Source: Latte Luxury News, Pursuitist

｜Image Credit: Ritz-Carlton Hotel Official Website