Dive Brief:
- Marriott International has completed a transaction to bring Italian luxury wellness brand Lefay into its system through a joint venture with the brand’s founders, the Leali family, the company announced Wednesday.
- Marriott first entered into the joint venture agreement in April, with plans to bring Lefay’s two Italian resorts in Lago di Garda and the Dolomites, as well as others in the pipeline, under its portfolio. Following the transaction’s completion, the joint venture owns the Lefay brand and intellectual property assets, while the Leali family continues to own the Italian real estate assets.
- As the first brand in Marriott’s portfolio exclusively focused on luxury wellness, Lefay’s official addition marks “an important step in Marriott’s strategy to expand its focus on wellbeing,” according to the company.
Dive Insight:
Marriott CEO Anthony Capuano previously said Lefay would “thoughtfully expand Marriott’s presence in the luxury wellness space,” which is “increasingly defined by wellbeing, purpose and meaningful experiences.”
Lefay is rooted in offering “transformative spaces, serenity, and sustainability,” with a mission “to redefine modern luxury through wellbeing and authenticity,” according to Marriott. The brand’s properties incorporate nature, expansive indoor-outdoor spaces, sustainable materials and wellness programs that integrate movement, nutrition and preventative health expertise.
Lefay’s development pipeline currently spans Tuscany, Southern Italy and the Swiss Alps. Brand properties will operate under long‑term management agreements with the joint venture, with Marriott supporting the brand’s future growth through its global development, sales, marketing and distribution platforms, per the release.
Marriott International Development has already identified several priority leisure destinations for additional expansion, a company spokesperson previously told Hotel Dive. Marriott sees significant long‑term growth potential for Lefay across a range of global markets, as demand for luxury wellness travel continues to expand, the spokesperson said.
Worth $894 billion in 2024, the global wellness tourism market is expected to climb to $1.38 trillion by 2029, according to a Phocuswright Research study published last month.
Lefay’s integration into Marriott’s system is expected to be complete in late 2026.
