Marriott Forms Joint Venture to Integrate Lefay Wellness Brand

Marriott International and the Leali family have announced plans to form a joint venture that brings the Lefay brand into the Marriott portfolio. This transaction establishes Marriott’s first brand dedicated entirely to luxury wellness, integrating two existing Italian resorts and a three-property European pipeline under long-term management agreements.

What are the terms of the joint venture?

The agreement between Bethesda, Maryland-based Marriott International and the Leali family establishes a new joint venture entity [1]. According to Lodging Magazine, this collaboration combines Marriott's global scale with the holistic wellbeing approach developed by Lefay [2].

Under the terms of the deal, Lefay will contribute its existing brand and intellectual property assets to the new joint venture [1]. The existing resorts, as well as the properties currently in the pipeline, will operate under long-term hotel management agreements with this new entity [1]. HospitalityNet reported that the Italian real estate assets will continue to be held by the brand's founders [1]. The transaction remains subject to customary approvals and closing conditions [1].

Which locations make up the current and future portfolio?

The current Lefay portfolio consists of two award-winning luxury resorts located in nature-rich leisure destinations in Italy: Lago di Garda and Dolomiti [1].

The brand also has an active development pipeline. There are three properties currently under development, which will expand the brand's footprint across Europe [1]. These upcoming locations are situated in Tuscany, Southern Italy, and the Swiss Alps [1]. As noted by HospitalityNet, the parties intend to grow the brand around the world together [1].

What defines the Lefay wellness philosophy?

Lefay is recognized for its immersive resorts situated in natural settings [1]. The brand utilizes its proprietary Lefay SPA Method, which blends holistic wellness traditions with scientific research [1]. The core philosophy of the brand centers on sustainability, serenity, and space, aiming to redefine modern luxury through authenticity and wellbeing [1].

Each property is designed as an eco-resort [1]. This design emphasizes expansive indoor-outdoor spaces, sustainable materials, and architectural harmony with the surrounding natural environment [1]. Guests choose from structured multi-day wellness programs or à-la-carte treatments, all of which integrate preventative health, nutrition, and movement rooted in the brand's holistic philosophy [1].

How does the brand fit into Marriott’s luxury tier?

Lefay will be the very first brand in the Marriott portfolio dedicated exclusively to luxury wellness [1]. The brand will complement the existing Marriott Luxury Group portfolio and utilize the Marriott Bonvoy loyalty platform [1].

Tina Edmundson, President of Luxury at Marriott International, stated that Lefay represents a new expression of luxury that is emotionally resonant, deeply experiential, and wellness-first [1]. Edmundson noted that guest expectations continue to evolve, and the collaboration allows Marriott to thoughtfully extend its luxury offerings into a space where wellbeing serves as the heart of the travel experience rather than just an amenity [1].

Alcide Leali, CEO of Lefay, stated that the brand is proud to join Marriott’s Luxury Group alongside prestigious hotel brands such as The Luxury Collection, EDITION, St. Regis, and The Ritz-Carlton [1]. He added that the parties are poised to accelerate the global expansion of the brand and reinforce its position as a leading name in luxury wellness hospitality [1].

Who are the founders behind the brand?

Lefay was founded in Italy in 2006 by Liliana Leali and Domenico Alcide [1]. The relationship between the Leali family and Marriott reflects a shared vision to preserve the brand's Italian heritage and distinct identity while supporting long-term growth through carefully selected destinations that align with Lefay's values [1].

Domenico Alcide and Liliana Leali stated that they founded the company nearly twenty years ago with a clear vision to create destinations where health, nature, and wellbeing come together authentically [1]. They expressed that they are deeply honored to begin the collaboration with Marriott to further advance their vision of bringing the brand to the world [1].

Anthony Capuano, President and CEO of Marriott International, stated that luxury is increasingly defined by meaningful experiences, purpose, and wellbeing [1]. Capuano noted that Marriott is thrilled to collaborate with the family as they grow their luxury wellness portfolio and introduce Lefay to customers around the world [1]. Forward-looking statements regarding the transaction and future growth expectations were dated March 31, 2026 [1].