Marriott International announced a joint venture with the Leali family, founders of the Lefay luxury wellness brand, to bring Lefay into Marriott’s portfolio. The partnership will place Lefay’s two award‑winning resorts in Italy under long‑term management agreements with Marriott, while the Leali family retains ownership of the real‑estate assets. The deal positions Marriott as the first hotel company to offer a dedicated luxury wellness brand, complementing its existing luxury portfolio that includes The Ritz‑Carlton, St. Regis, EDITION and The Luxury Collection.
The joint venture will allow Lefay’s two Italian resorts—one on Lago di Garda and one in the Dolomiti—to operate under Marriott’s global distribution and Bonvoy loyalty network. A pipeline of three additional properties in Tuscany, Southern Italy and the Swiss Alps is slated for future development. Marriott’s long‑term management agreements give the company control over operations and brand standards while the Leali family continues to own the land and buildings, preserving the family’s investment in the properties.
Marriott’s President and CEO Anthony Capuano said the collaboration "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." The move taps into a wellness‑tourism market projected to reach $1.35 trillion by 2028, and leverages Marriott’s 228 million Bonvoy members and 9,300 properties worldwide to accelerate demand for wellness‑focused travel experiences.
Tina Edmundson, President of Luxury at Marriott, added that "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." Alcide Leali, CEO of Lefay, noted that "Lefay is proud to join Marriott's Luxury Group, alongside some of the most prestigious hotel brands, such as The Ritz‑Carlton, St. Regis, EDITION and The Luxury Collection. Together, we are poised to accelerate the global expansion of the Lefay brand and further reinforce Lefay's position as a leading name in luxury wellness hospitality."
The joint venture is subject to customary approvals and closing conditions, and no financial terms have been disclosed. By becoming the first hotel company to launch a dedicated luxury wellness brand, Marriott positions itself to compete directly with Hyatt’s Miraval and IHG’s Six Senses, potentially capturing a growing share of high‑margin, experiential travel segments.
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