The Ritz-Carlton brand is evolving to make each experience unique to the hotel’s location, according to Jerry Landeck, a senior partner at Gencom Group, which has developed seven Ritz-Carlton properties, three of which are under construction.

“Places like West Caicos [where a property is under construction] have their own history and culture, their own incredible environment and design influences that are derived from all those external influences,” he said.

He also cited the company’s Kapalua, Maui, property, which will reopen in December after a $91-million renovation to make it more reflective of its lush surroundings.

“We’re repositioning to make it relevant to Hawaii so there’s no doubt when you close your drapes the place you are in,” Landeck said.

This extends beyond the design experience.

“Our clients are demanding more experiential elements in the resort,” he said. “We’re providing experiences for kids and teens with an environmental education center that puts kids in touch with the rainforest, tidal pools, ocean activities. We’ll provide opportunities for families to plug in to community rather than being an enclave separate from the community.”

Working with restaurant designers to make the dining experience more relevant is another aspect of the brand’s evolution.

It’s necessary because “people have choices, they can go outside the hotel,” Landeck said.

The Ritz-Carlton Hotel Co. also is opening signature restaurants with restaurateurs including Wolfgang Puck, Gordon Ramsey and Laurent Tourondel.

“It creates a lot more excitement and brings popular dining under the Ritz-Carlton roof,” said Simon Cooper, president and c.o.o. “It’s about unique, memorable and personal experiences. We do great dining rooms, but that may not have as much interest as going down to a Spago.”