Marriott International Signs Agreement with Mullen Real Estate Capital to Debut a JW Marriott All-Inclusive Resort in Costa Rica

Rhea-AI Summary

Marriott International (MAR) has signed an agreement with Mullen Real Estate Capital to develop one of the first JW Marriott All-Inclusive resorts globally in Costa Elena, Guanacaste, Costa Rica. The property, scheduled to begin conversion in July 2025 and join the Marriott Bonvoy portfolio in Spring 2026, will feature:

• 415 guest rooms
• 11 food and beverage outlets
• 44,000 sq ft of water amenities including 17 pools
• 10,000 sq ft of indoor meeting space
• 16,000 sq ft spa
• 885 feet of beach frontage

Located 49 miles from Daniel Oduber Quirós International Airport, the resort plans include potential JW Marriott branded residences on an adjacent site. This development adds to Marriott's expanding presence in Costa Rica, where the company currently operates 22 properties across 15 brands, with 15 more properties (1,776 rooms) in the development pipeline.

Positive

• Expansion into luxury all-inclusive market with new JW Marriott brand extension
• Strategic partnership with Mullen Real Estate Capital in CALA region
• Significant Costa Rica portfolio growth with 15 properties in development pipeline
• Premium beachfront location with potential for branded residences development

Negative

• Substantial wait time until revenue generation (Spring 2026 opening)
• High operational costs implied by extensive amenities and service requirements

Insights

Hospitality & Development Strategist

Marriott's strategic agreement with Mullen Real Estate Capital represents an intelligent luxury portfolio expansion in the high-growth all-inclusive segment. This conversion project in Costa Elena, Costa Rica positions MAR to capitalize on several key market trends.

The development highlights Marriott's asset-light growth strategy, utilizing management agreements to expand their footprint without significant capital expenditure. The 415-room property enhances Marriott's presence in Costa Rica, becoming their 23rd property in the country while leveraging their existing operational infrastructure.

The JW Marriott branding decision is particularly astute. By introducing one of the first JW Marriott All-Inclusive resorts globally, Marriott is differentiating in the luxury all-inclusive market currently dominated by players like Hyatt's Inclusive Collection and Hilton's all-inclusive portfolio. This positions them to capture premium ADR (Average Daily Rate) in a segment that typically sees stronger occupancy rates than traditional luxury properties.

The timing appears calculated; by announcing now for a Spring 2026 opening, Marriott secures future pipeline growth while allowing adequate time for conversion to meet JW Marriott's exacting brand standards. The additional plans for branded residences signals potential for recurring fee revenue beyond traditional hotel operations.

Costa Rica's luxury tourism growth makes this a sensible market entry point for JW's all-inclusive concept, aligning with the country's sustainability focus and Marriott's broader regional expansion, evidenced by their 15-property development pipeline in the country.

Financial & Brand Analyst

This agreement advances Marriott's luxury portfolio expansion strategy in two dimensions: geographic diversification within Latin America and conceptual innovation through the all-inclusive luxury model. The timing is significant as all-inclusive luxury continues gaining market share from traditional luxury properties.

The 415-room scale positions this property as a meaningful revenue contributor once operational. While specific financials aren't disclosed, typical JW Marriott management contracts generate approximately 3-5% of total revenue plus incentive fees based on profit performance. For comparison, Marriott's fees from managed properties in 2024 averaged around $3,200 per room annually.

The adjacent branded residences opportunity represents potential for one-time licensing fees plus ongoing brand maintenance fees, typically 2-4% of real estate value. This follows Marriott's successful dual hotel-residence model implemented across other luxury properties.

This development contributes to Marriott's accelerating regional growth - with 10 deals signed in 2024 representing 1,086 rooms in Costa Rica alone. The pipeline expansion to 15 properties (1,776 rooms) in Costa Rica signals Marriott's confidence in the market's demand fundamentals.

The all-inclusive move under JW Marriott allows Marriott to capture premium pricing while ensuring Bonvoy loyalty program integration, creating a strategic cross-selling opportunity that drives incremental value across their portfolio. This tactical brand extension demonstrates Marriott's focus on evolving their luxury portfolio to match changing consumer preferences while maintaining their asset-light growth model.

Scheduled to begin conversion in July 2025, the property is expected to join the Marriott Bonvoy portfolio in the Spring of 2026 as a JW Marriott All-Inclusive resort.

PLANTATION, Fla., March 25, 2025 /PRNewswire/ -- Marriott International, Inc. (Nasdaq: MAR) announced today the signing of an agreement with Mullen Real Estate Capital to bring the JW Marriott brand to the shores of Costa Elena, an exclusive resort-residential community located in Guanacaste, Costa Rica. The hotel is expected to be one of the first JW Marriott all-inclusive resorts to open globally, highlighting the company's commitment to redefining luxury all-inclusive experiences by integrating the brand's signature focus on mindfulness, exceptional service, and sophisticated design.

"We are thrilled to expand our presence in Costa Rica with the introduction of one of the first JW Marriott All-Inclusive Resorts," said Uriel Burak, Marriott International Vice President, Development, Caribbean and Latin America (CALA). "This project marks the beginning of a strategic collaboration with Mullen Real Estate Capital, a pioneer in the all-inclusive sector, within the CALA region."

Situated approximately 49 miles from Daniel Oduber Quirós International Airport, the resort will offer an elevated luxury experience with 415 elegantly designed guest rooms, 11 diverse food and beverage outlets, and an impressive 44,000 square feet of water amenities, including 17 swimming pools. Guests will also have access to 10,000 square feet of indoor meeting space, a 16,000 square foot spa designed to reflect the brand's wellness philosophy, and a state-of-the-art fitness center.

Positioned within the exclusive Costa Elena resort-residential community, the property boasts 885 feet of beach frontage, making it a leading destination for discerning travelers. Additionally, future development plans include the potential introduction of JW Marriott branded residences on an adjacent site, further enhancing the resort's luxurious offerings.

"MREC is thrilled to embark on this exciting collaboration with Marriott International and JW Marriott, a brand synonymous with excellence and world-class service. Together, we look forward to unlocking new opportunities, setting new benchmarks, and creating a future filled with limitless potential," commented Jeff Mullen, President at Mullen Real Estate Capital. 

In recent years, Costa Rica has attracted significant interest from luxury customers and investors. In February 2025, Marriott announced the opening of its 50^th luxury hotel in the region, Nekajui, a Ritz-Carlton Reserve in Costa Rica. The country's development growth continues to rise, with the company signing 10 deals in 2024, representing 1,086 rooms. This brings the development pipeline in Costa Rica to 15 properties, totaling 1,776 rooms. As of year-end, Marriott has 22 open properties across 15 brands in Costa Rica, with more expected to open in 2025.

About Marriott International

Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of over 9,300 properties across more than 30 leading brands in 144 countries and territories. Marriott operates, franchises, and licenses hotel, residential, timeshare, and other lodging properties all around the world. The company offers Marriott Bonvoy^®, its highly awarded travel platform. For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com. In addition, connect with us on Facebook and @MarriottIntl on X and Instagram.

About JW Marriott

JW Marriott is part of Marriott International's luxury portfolio of brands and consists of beautiful properties and distinctive resort locations around the world. JW Marriott is a tribute to the founder of Marriott International, J. Willard "J.W." Marriott, who prioritized his own well-being so that he could take better care of others. Inspired by his approach to life and rooted in holistic well-being, JW Marriott properties offer a haven designed to allow guests to focus on feeling whole – present in mind, nourished in body, and revitalized in spirit – through programs and offerings that encourage them to come together and experience every moment to the fullest. Today there are more than 125 JW Marriott hotels in 40 countries and territories worldwide that cater to sophisticated, mindful travelers who come seeking experiences that help them be fully present, foster meaningful connections and feed the soul. Visit JW Marriott online, and on Instagram and Facebook. JW Marriott is proud to participate in Marriott Bonvoy®, the global travel program from Marriott International. The program offers members an extraordinary portfolio of global brands, exclusive experiences on Marriott Bonvoy Moments and unparalleled benefits including complimentary nights and Elite status recognition. To enroll for free or for more information about the program, visit marriottbonvoy.com. 

About Mullen Real Estate Capital

Mullen Real Estate Capital was founded as an investment advisory and asset management company to oversee the Mullen Family's (founder of the Apple Leisure Group) real estate assets. MREC's seasoned executives and advisors have decades of hospitality, real estate investment, travel distribution, and destination management experience and are investors in various institutional grade assets throughout North America, the Caribbean, Latin America, and Europe. MREC launched its sponsored deal platform to enable select co-investors to join as limited partners on various future deals.

 

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SOURCE Marriott International, Inc.

FAQ

When will the new JW Marriott All-Inclusive Resort in Costa Rica open?

The resort is scheduled to begin conversion in July 2025 and join the Marriott Bonvoy portfolio in Spring 2026.

What amenities will the new JW Marriott Costa Rica All-Inclusive Resort (MAR) offer?

The resort will feature 415 rooms, 11 dining outlets, 44,000 sq ft of water amenities with 17 pools, 10,000 sq ft meeting space, and a 16,000 sq ft spa.

How many properties does Marriott (MAR) currently have in Costa Rica?

Marriott operates 22 properties across 15 brands in Costa Rica, with 15 more properties totaling 1,776 rooms in development.

What is the location of the new JW Marriott All-Inclusive Resort in Costa Rica?

The resort is located in Costa Elena, Guanacaste, approximately 49 miles from Daniel Oduber Quirós International Airport.

How many new deals did Marriott (MAR) sign in Costa Rica during 2024?

Marriott signed 10 deals in Costa Rica during 2024, representing 1,086 rooms.