Marriott is set to expand in the wellness segment through a new joint venture with Italian wellness brand Lefay Resorts & Residences,
The agreement, announced with Lefay’s founding Leali family, will see the brand integrated into Marriott’s global platform, marking the first time the operator has introduced a brand dedicated exclusively to luxury wellbeing.
Under the structure, Lefay will contribute its brand and intellectual property into the joint venture while its existing Italian real estate assets will remain under the ownership of the founding family. All current and pipeline properties will operate under long-term management agreements.
The portfolio currently comprises two operating assets in northern Italy - on Lake Garda and in the Dolomites - both targeting high end leisure demand in nature driven destinations. The wellness brand’s pipeline includes three additional developments across Tuscany, southern Italy and the Swiss Alps, as it builds scale ahead of broader international expansion.
The joint venture is expected to accelerate that growth, leveraging Marriott’s global distribution and development capabilities to take the brand into new markets.
The addition of Lefay strengthens Marriott’s Luxury Group, which already includes brands such as The Ritz-Carlton, St. Regis and EDITION Hotels.
The transaction remains subject to customary approvals and closing conditions.
Why it matters
The move reflects Marriott’s increasing focus in the space as investor and operator interest in wellness-led hospitality continues to rise, driven by travellers’ sustained prioritisation of such stays/experiences.
What they said
Anthony Capuano, president & CEO of Marriott International said: “Marriott is thrilled to collaborate with the Leali family as we grow our luxury wellness portfolio. Luxury is increasingly defined by wellbeing, purpose and meaningful experiences. We are excited to introduce Lefay to our customers around the world and thoughtfully expand Marriott’s presence in the luxury wellness space.”
Domenico Alcide and Liliana Leali, founders of Lefay added: “Our family founded Lefay nearly twenty years ago with a clear vision: to create destinations where wellbeing, nature and health come together authentically. We are deeply honored to begin this collaboration with Marriott and to further advance our vision of bringing the Lefay brand to the world.”
Tina Edmundson, president of luxury at Marriott International added: “Lefay represents a new expression of luxury, one that is wellness first, deeply experiential, and emotionally resonant. As guest expectations continue to evolve, our collaboration with Lefay will allow us to thoughtfully extend our luxury offerings into a space where wellbeing is not just an amenity, but the heart of the travel experience.”